Using Social Media: Strengthen Participant Engagement: “Like” us … · 2016-11-14 ·...
Transcript of Using Social Media: Strengthen Participant Engagement: “Like” us … · 2016-11-14 ·...
Strengthen Participant Engagement: “Like” us on Facebook
UsingSocialMedia:
AshleyFondren,MississippiStateUniversityLoreleiJones,NCStateUniversityLisaBenavente,NCStateUniversityEmilyFoley,NCStateUniversitySuzannevanRijn,NCStateUniversityAustinBrooks,VirginiaPolytechnicInstituteHadleyStandring,UniversityofGeorgia
ìWhen’sthelasttimeyouencouraged123 peopleatthesametimetoexercise?
ìWouldn’tyouliketoshowotherstheskillsandabilitiesofyoureducators?
ì HowaboutencourageEFNEPinotherstatestoenhancetheirprogram?
Photos from North Carolina State’s Awards
Ceremony
ìSocialMediacanhelpuswitheachofthesegoals!
Southern Region Social Media Committee Charge
CanSocialMediahelpEFNEP:
ì Recruit?
ì Reinforce?
ì Remind?
ì Relate?
ì Retain?
Otherdrivingquestions:ì Who?
ì What?
ì When?
ì Where?
ì How?
Perspective - Professional
Providenutritioninfotoreinforceface-to-facemeetings
RecruitEFNEPparticipants
CommunicatewithEFNEPstaff
MaintenanceState-levelprofessional
County-levelprofessional
Paraprofessional
Other
Do professionals think paraprofessionals use social media?
Professionals'perspectiveofparaprofessionalsocialmediause
Yes
No
Idon'tknow
Paraprofessional Demographics
Paraprofessional Demographics
100%usesocialmedia100%usesocialmedia80%usesocialmedia95%usesocialmedia94%usesocialmedia78%usesocialmedia68%usesocialmedia82%usesocialmedia56%usesocialmedia43%usesocialmedia
97%ofrespondentswerefemale
80%haveapersonalsocialmediaaccount
NC Participant Data
Who Do We Serve?-
● MillenialsandGenerationX➔ 48%betweentheagesof18and30➔ 24%betweentheagesof31and40
● 1in3havesomecollegeorgraduatedcollege● 36%liveinurbansettings
How Do They Communicate?
Facebook72%
YouTube17%
Pinterest8%
Twitter2%
Other1%
PreferredSocialMediaUsage
Totalnumberofsurveys:1543
National Social Media Guidelines
ì ReleasedMarch2014
ì Designedaround4overarchingconceptscriticaltosocialmediasuccess:ì SetGoalsì DetermineaStrategyì PreventAbuseandMisuseì MakeContentEFNEPSpecific
Set Goals
ì Goalsshouldresultinì Continuedengagementofgraduatesì Improvedretentionì Increasedrecruitment
ì Supplement,notreplaceface-to-face
Determine a Strategy
ì PlanforSuccess
ì ConsiderPresence
ì SetLimits
ì DetermineRolesandResponsibilities
ì ManageContent
ì MaintainSocialMediaAccountsRegularly
ì ReviewandModify
Prevent Abuse and Misuse
ì ProtecttheSecurityofSocialMediaChannels
ì ProtecttheIntegrityofSocialMediaChannels
ì ProtectPrivacyandConfidentiality
Make Content EFNEP Specific
ì ShareContentAppropriately
ì WriteforEFNEP’sTargetAudience
EFNEP Social Media Toolbox
http://efnepsocialmedia.wordpress.com/
NationalSocialMediaGuidelines
• ReleasedMarch2014• Designedaround4overarchingconceptscriticaltosocialmediasuccess:– SetGoals– DetermineaStrategy– PreventAbuseandMisuse–MakeContentEFNEPSpecific
SetGoals
• Goalsshouldresultin– Continuedengagementofgraduates– Improvedretention– Increasedrecruitment
• Supplement,notreplaceface-to-face
DetermineaStrategy
• PlanforSuccess• ConsiderPresence• SetLimits• DetermineRolesandResponsibilities• ManageContent• MaintainSocialMediaAccountsRegularly• ReviewandModify
PreventAbuseandMisuse
• ProtecttheSecurityofSocialMediaChannels• ProtecttheIntegrityofSocialMediaChannels• ProtectPrivacyandConfidentiality
MakeContentEFNEPSpecific
• ShareContentAppropriately• WriteforEFNEP’sTargetAudience
OtherTrainingResources
• CDChttp://www.cdc.gov/SocialMedia/http://www.cdc.gov/healthcommunication/
• USDHHShttp://www.hhs.gov/web/socialmedia/additional_resources/index.html
• eXtensionhttps://learn.extension.org/events/search?utf8=%E2%9C%93&q=social+media#.VDWnKNR4q60
• PrivateSector– SocialMediaExaminer,SocialMedia101,ConstantContact,SproutSocial,MarketingProfs,etc.
Vetted Social Media Posts
ì
EFNEPSocialMediaProgramsintheSouthernRegion
DifferentStrategiesinDifferentStates
VirginiaSocialMediaProject
• Facebook[Buffer- free&Hootsuite- paid]– 1StatePageand16LocalPages(co-adminwithProgramAssistants)
– Post2x/day,usuallyoriginalcontentdaily• Blog[Wordpress- freethroughVCE]– Post1x/week,originalcontentwithguestpostsfromstudentsandcolleagues
• Twitter[Buffer- free]– Post1x/day,withoriginalcontentaimedatcommunitypartnersandstakeholders
• EmailNewsletter[MailChimp- free]– Sent1/month,withoriginalcontentthatlinkstoblog
North Carolina ManagementWhat we do
● CountyPAsencouragedtobeactiveonpages
● Managedatthestatelevel
● Diversegroupwhocreateposts
http://www.ncfamilieseatingbetter.org/EFNEP/participants/tips/could-you-have-diabetes/
FB content
● Year-longcalendarofposts
● Nationalfoodmonthsanddays
● FivekeyEFNEPareas
http://food.unl.edu/fnh/july
the process● PostsarevettedusingSouthernRegiondevelopedvetting
instrument● http://efnepsocialmedia.wordpress.com/2014/02/19/efnep-
social-media-post-vetting-instrument/
● Dividedresponsibility
Georgia
Facebook.com/ugaefnepWebsite:www.efnepuga.edu
Twitter:@ugaefnep
GeorgiaStrategy:• UtilizeVettedPosttool• Postingcalendar• UtilizeFBmgmt tools
– Scheduling– Emailnotification
settings• Tracktimefind,write,and
post• Evaluation/research• State-levelmanagement
KeepingPA’s&ParticipantsConnected
Remind.com● Freetextingservicetoremind
participantsofupcomingsessions
● Pilotinginurbanandruralcounties
Strategy:● Createdmessagetemplates● Participant’schoicetoenroll● Optiontoreceiveemail
reminders
South Carolinaì Socialmediacalendarwith2monthsworthofposts.Begincompilingpostsforthe
nextsetofmonthsasendofcalendarapproaches.Thistakesseveralhours,butcanbedoneinonesettingorspreadoverthecourseofaweek.
ì Retainflexibilityinchangingpostscheduleforcertainhealthobservancedaysormonths.
ì Onepersonhandlesthecontentandpostingschedule,howevernutritiongraduatestudentsareabletopostaswell ifneeded.
ì Postingonlytakesaminuteorso;itissimplycopiedandpastedfromthepostingcalendar.Normallycontentispostedaroundmid-morningforconsistency.
ì Consideringindividualcountypagesinthefuture.ì Wearecurrentlyworkingtousethesesamemeasuresforanewlycreatedtwitter
pageaswell.
ì
Youhavethetoolstogetstarted.Together,we’llexploreHOW
toputitintopractice afterlunch.
Let’spractice!
WhatMakesaGoodPost?
• Shortandtothepoint• Culturallyappropriate• Writtenfortheliteracyleveloffollowers– Visualisbest!
• Motivating• Includesacalltoaction
Creating Dynamic Facebook Posts
http://efnepsocialmedia.wordpress.com/efnep-social-media-toolbox/
ìHowtoCreateandMaintainaSuccessfulSocialMediaProgram
WhichPlatform?
• Gowhereyouraudienceis• ResearchshowsFacebookisthelargestsocialnetworkforouraudience– Pew,NCState,etal
• Therefore,we’vefocusedonFacebookforEFNEP
TrainingStaffonSocialMediaUse
• Who?– FacebookAdmins– Paraprofessionals
• What?– Howtoimplementsocialmediaprogram– WhyandhowthesocialmediaprogramsupportstheotheraspectsofEFNEPprogramming• Focusgettingbuy-infromalllevels
• When?– Initial– On-going
SettingupaFacebookPage
LogintoFacebook• Canuseyourpersonallog-in,asthepagewillbefullyseparatefromandnot
identifiablylinked toyourpersonalprofile• Recommended,asyouwilllikelyseenotificationsmoreeasilyifyouuseFacebook
regularlyinyourpersonallife.
http://www.facebook.com/pages/create.php
ClickonCompany,OrganizationorInstitution->ChooseGovernmentOrganization
ChooseaPageNamethatclearlyidentifiesyourorganizationEX: VirginiaFamilyNutritionProgram
NorthCarolinaCooperativeExtensionEFNEP
AgreetoFacebook’sTermsandConditionsbyclicking“GetStarted”
SettingupaFacebookPage
Step1- About• ShortDescriptionofPage(155characters)
• Shouldbespeakingdirectlytowhytargetaudienceshouldlikethepage
• Enteryourorganization’spublicwebsite
• ChooseashortandsimplecustomURLforyourpage• Thiswillbehowyoushareyourpage,soitshouldbeeasytoread(for
print)andremember(forin-personsharing)
• YES,yourpageisarealorganization• YES, youaretheofficialrepresentativefortheorganization
SettingupaFacebookPage
Step2- ProfilePicture• HeadshotorLogoworkbest• Dimensions- 180x180pixels,but160x160willbedisplayed
• https://www.facebook.com/help/315809258465467• PictureoftheProgramAssistantorPageManagerputsapersonaltouchonthe
pagethatismoreinvitingforthetargetaudience
Step3- AddtoFavorites• Addspagetotheleftsidebar,makingiteasiertofind
• Pagewillalsoautomaticallyshowupinthedropdownmenuwhereyoulogoutaswell.Thisishowyouswitchbetweenprofiles.
Step4- ReachMorePeople• ThisallowsyoutosetuppaymentforadvertisingonFacebook.Youcanskip ifyoudo
notwishtospendmoneyonadvertising.(Youcansetthisupatalaterdateaswell.)
SettingupaFacebookPage
Onceyoufinish,itwilltakeyoutoyourPage
Whenprompted,“Like”yourPage
Whenprompted,“Skip”InvitingyourFriendsandEmailContacts• Yourtargetaudienceisclientsandcommunitypartners,notfriendsand
family
Whenprompted,WriteaquickStatusUpdatewelcomingeveryonetoyournewpage
CONGRATS,YouaretheproudnewAdministratorofaFacebookpage!
NextStepsforSettingUpaFacebookpage
• AddaProfilePicture• AddaCoverPhoto• AddaCo-Administrator
Successful Social Media
Successful Social Media
Successful Social Media
PromotionofSocialMedia
SocialMediaMagnetIncentive
SocialMediaBrochure
PromotionofSocialMedia
NC Promotion of Social Media
ContentCreationtoSupportSocialMedia
ì Blogs
ì Videos
ì Others
Blogs
• https://blogs.ext.vt.edu/eatsmart-movemore/
NCEFNEPBlog
http://www.ncfamilieseatingbetter.org/EFNEP/participants/index.html
ì
Videos
for Social Media in NC
Creating Videos for Facebook
Whenplanningyourvideo,keepinminddiversityandthatouraudienceislimitedresourcefamilies.Don’tshoworusespecialtyequipment.Keepitbasic.
Showavarietyoffamilydynamicssuchasmulti-racialfamilies,1parentfamilies,etc..
Creating Videos for Facebook
Multiplepeopleareengagedinwritingandproductionofvideo● Scriptwriter/location/props● Scripteditor● Videographer
Creating Videos for Facebook
Shootingthevideo● localstaff● volunteers● location● props● video/photorelease
Creating Videos for Facebook
Equipment:● Purchasedwithoutsidefunding
o Videocamerawithsparebatteryandtripodo 2lightswithstandso Reflectordisco Memorycardo Lapelmicrophoneseto 2sparelapelmicso Camcordercase
● Editingprogramo AdobePremierPro
Creating Videos for Facebook
JuneisDairyMonth!video
Creating Videos for Facebook
Now,it’syourturn!
Creating Videos for Facebook
BacktoSchoolSnacksvideo
Photos
• Fromthefield,In-House,StockPhotos,SNAP-EdConnection,CreativeCommons,etc.– CopyrightandPhotoReleaseissues
• Photoeditingtools– Free:Canva,PicMonkey,etc.• http://www.business2community.com/brandviews/buffer/23-tools-resources-create-images-social-media-01028628
– Paid:Photoshop,InDesign,etc.
ì
SocialMediaAnalytics
Howdoweknowwhat’sworking?
AnalyticsTools
• FacebookAnalytics–Musthit30likesbeforethesebecomeavailable
AnalyticsTools
• GoogleAnalytics– Trafficonwebsitesandblogs– Trafficfromsocialmedia– QRCodeTracking
AnalyticsActivity
ì Usethedatatoimproveyourvettedpost’sperformanceonsocialmediaì Whatformattopost?ì Whentopost?ì Whatpostsusuallyperformwell?ì Whattopostforthemostcomments?ì Whattopostforthemostlikes?
ì
SocialMediaChallengesandOpportunities
DecliningReachofFacebook
• Howtokeepyourcontentinyourfollowers’newsfeed?
• Howtofindmorefollowersandincreaseengagement?– Contests– Promotetopeoplewhowanttouseit
WorkSmarter,NotHarderContentRepurposing
• SocialMediaPost->BlogPost->EmailNewsletter
• Videos- SocialMedia,WaitingRooms,Curriculaenhancement,etc.
• CollaborativeCommunicationPlanswithCommunityPartnersandStakeholders– Ex:NutritionMessage“Memes”forschoolwebsites
OurGrantDoesn’tIncludeaSocialMediaManager
• ByCommittee– DivideandConquer
• ByStudents– Becareful!
• StartSmallandSeeHowitFits– Dedicatejust15minutesaday
ì
FutureDirectionsforSocialMediaCommittee
Research
• TimeUseStudy– Howlongdoesitreallytaketorunaneffectivesocialmediaprogram?
• EvaluationofSocialMediaPrograms– SocialNetworkAnalysis• SpreadofknowledgeusingDiseaseTransmissionframework
Georgia’sSocialMediaStudy
SupplementalNutritionEducationthroughFacebook- Doesindirecteducationthroughsocialmedia
increasepositivebehaviorchangesamongEFNEPparticipantsbeyonddirecteducationalone?
- Controlgroupcompletedthissummer(n=62);interventiongroupplannedforlatefall.
- Buy-infromPAtopromoteFBpage.
SupportingYourState’sNewSocialMediaPrograms
http://efnepsocialmedia.wordpress.comhttps://www.facebook.com/groups/EFNEPsocialmedia/
• Whatadditionalsupportorresourcesdoyouneedtotaketheplungeintosocialmedia?