Using social media in substance abuse...
Transcript of Using social media in substance abuse...
Using social media in substance abuse prevention
It’s more than a trend…. NIH consor*um announced in October 2014 involving the Na*onal Ins*tute on Alcohol Abuse and Alcoholism (NIAAA), the Na*onal Ins*tute on Drug Abuse (NIDA), and the Na*onal Cancer Ins*tute (NCI):
… “more than $11 million over three years will be used to support research exploring the use of social media to advance the scien*fic understanding, preven*on, and treatment of substance use and addic*on.”
Potential Uses “Social media has the poten*al to fill important gaps in our current understanding of tobacco, alcohol and drug use and to improve the efficacy of substance abuse interven*ons. For example, user-‐generated social media interac*ons can reveal important insights into substance use paQerns and various social factors. Social media pla/orms also have the poten5al to increase the effec5veness of substance use preven5on and treatment efforts by providing technologically mediated solu5ons.” -‐ Dr. Wen-‐ying (Sylvia) Chou, program director in NCI’s Health Communica*ons and Informa*cs Research Branch.
What are we talking about? so·∙cial me·∙di·∙a noun noun: social media; plural noun: social medias websites and applica*ons that enable users to create and share content or to par*cipate in social networking.
so·∙cial net·∙work·∙ing noun noun: social networking; plural noun: social networkings the use of dedicated websites and applica*ons to interact with other users, or to find people with similar interests to oneself.
ProCon.org. (2010, September 20). Composite of the logos of more than 200 social media websites. Retrieved from http://socialnetworking.procon.org/view.background-resource.php?resourceID=003944
But I have a website….
Can your website offer opportuni*es to: • Comment • Discuss • Share • Collaborate
Fully 40% of cell phone owners use a social networking site on their phone, and 28% do so on a typical day.
Curators and Creators As of August 2012: • 46% of adult internet users post original photos or videos online that they themselves have created. We call them creators.
• 41% of adult internet users take photos or videos that they have found online and repost them on sites designed for sharing images with many people. We call them curators.
Overall, 56% of internet users do at least one of the crea*ng or cura*ng ac*vi*es we studied and 32% of internet users do both crea*ng and cura*ng ac*vi*es.
Source: hQp://www.pewinternet.org/fact-‐sheets/social-‐networking-‐fact-‐sheet/. Accessed June 11, 2015
How does prevention work?
Key #1 Be a curator. BUILD A COMMUNITY.
How do you network?
Building Your Community Community basics • Look for current contacts and invite them – think of partners • Add social media icons to ALL outgoing communica*ons • Look for influencers and connect • Offer value
Create Community • Share, share, share • Comment, connect, open conversa*ons • Join other communi*es • Build your community as places where people can congregate, communicate and discuss openly
Manage your community
• Don’t be afraid of controversial subjects – but be prepared for consequences. • Listen to what is going on in the conversa*on with an intent to understand. • You may lose control of the message, but don’t lose control of your strategy.
Key #2 Be a creator. BE A POWER USER.
Social Media Communications Six steps to social media success: • Establish your goals (what do we want to achieve) • Clarify responsibili*es • Brand yourself • Iden*fy which tools to use • Create your content • Analyze and evaluate. Revise as necessary.
Step 1: Establish your goals
• Who you want to reach • What you want to say • When you are going to engage them • Where your audience communicates • How your audience communicates • Why you want to reach them
Step 2: Clarify Responsibilities
• Iden*fy who on your team is going to take responsibility for your accounts • Clarify who is going to take charge of strategy and implementa*on • Set out expecta*ons, roles, responsibili*es and consequences
Step 3: Brand your image
• Develop your online persona – this may be different than your print marke*ng • Develop your tone (think casual and conversa*onal) • Think visual! Create colorful icons, graphics and images
Step 4: Select Your Tools
• Determine where your audience is and how to best reach them. • Don’t expect to use every social media tool available • Determine what is best based on your resources, goals and abili*es.
Step 5: Create Content
• Relevant, *mely, interes*ng • Shareable, thought provoking, discussion worthy
INTERACTIVE
Easy Content Ideas
• Videos and Photos • Inspira*onal Quotes • Thoughts on current events • Ques*ons
• Educa*onal ar*cles • Blog posts • NewsleQers
Step 6: Analyze your work
• Determine which metrics are most important • Track them! • Use Social Media Tools: • Facebook Insights • Pinterest Analy*cs • Google Analy*cs • Hootsuite/TweetDeck
Summary • Build a strong community • Start and par*cipate in conversa5ons • Share and create quality content • Ask ques*ons, listen to answers • Respond and engage your community • Analyze and revisit your strategy
Questions?
www.LogOnMediaStrategies.com