Using Social Media to Promote Health Care
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Transcript of Using Social Media to Promote Health Care
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INTRODUCTIONS
1. Name, title, organization
2. How your organization currently uses social media
3. What you’d like to learn in the next 90 minutes
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WHAT WE’LL COVER
Creating a social media plan
• Objectives
• Audience
• Channels
• Tactics
• Content
• Analysis
• Group activity!
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CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
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OBJECTIVES
Toplines
• A thoughtful social media plan fits into an
organization’s overall communications plan to reach
organizational goals.
• What does your organization want to accomplish?
Your plan should address how you will accomplish
those goals through the use of social media.
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CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
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AUDIENCE
Toplines
• Who are your target audiences that will help fulfill your
objectives?
• Different social platforms attract different
demographics because information isn’t received the
same way on all social sites.
• Once you decide who your audience is, you can figure
out where to reach them online.
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AUDIENCE
• In general, social media users are adults 18-29,
mostly women
• Women spend more time on social than men
• Urban dwellers spend most time on social; 70% use
social
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AUDIENCE
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AUDIENCE
• Spanish is fastest growing language
• 25% African American
• 40% of online African Americans use Twitter
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AUDIENCE
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AUDIENCE
• Mostly rural dwellers
• Over 80% women
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AUDIENCE
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AUDIENCE
• Mostly urban dwellers
• Fastest growing social platform
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AUDIENCE
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AUDIENCE
• 45-54 year olds fastest growing demographic
• 18-29 year olds largest age group
• Women over 55 growing
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AUDIENCE
YouTube
• Reaches more 18-34 year olds than any cable
network
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AUDIENCE
Mobile
• Because mobile use is higher among African
Americans, they are also more likely to use social than
websites
• 25% of smartphone owners 18-44 can’t remember
the last time they didn’t have their phone on them
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CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
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CHANNELS
Toplines
• Each social platform not only attracts different demographics, but presents information and encourages engagement differently.
• When choosing your channels, consider who your target audience is, what social platforms they’re active on, and what types of content those platforms favor (i.e. educational videos, breaking news, emotion-driven images).
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CHANNELS
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CHANNELS
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CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
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TACTICS
Toplines
• Once you decide objectives, you develop a plan or
strategy for reaching those objectives. Tactics fall
inside that strategy. Never start a plan with tactics.
• Consider legalities, messaging, budget, timeline.
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TACTICS
Examples of tactics include…
• Partnerships
• Videos
• Images
• Website/landing page
• Hashtags
• Online action team
• Paid promotion with demographic targeting
• Messaging
• Mobile
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CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
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CONTENT
Toplines
• Know your channel(s) and your audience(s). Post
content relevant to your audience and to the social
platform you’re using.
• What’s your sharing vehicle? Content should spark
interest and move people to action.
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CONTENT
80/20 rule
20% about your organization
80% about other relevant content
Relevant content could be…
• Humor, history, news, studies, articles, recipes, reviews, videos
• About community, events, volunteers, services, resources, education
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CONTENT
Social media content should be…
• Error-free
• Non-controversial
• Within character limits: Facebook 5 lines; Twitter 120 characters
• Creative, interactive, visual
• Emotional, personable
• Brand-representative
• Timely and relevant
• Written specifically for social (consider platform and audience)
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CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
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ANALYSIS
• Test
• Track
• Change
• Repeat
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RECAP
A social media plan should include…
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RECAP
A social media plan should include…
Objectives
Audience
Channels
Tactics
Content
Analysis
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TAKEAWAYS
• Objectives: A thoughtful social media plan fits into an organization’s overall
communications plan to reach organizational goals.
• Audience: Different social platforms attract different demographics because
information isn’t received the same way on all social sites.
• Channels: Each social platform not only attracts different demographics, but
presents information and encourages engagement differently.
• Tactics: Once you decide objectives, you develop a plan or strategy for reaching
those objectives. Tactics fall inside that strategy. Never start a plan with tactics.
• Content: Know your channel(s) and your audience(s). Post content relevant to your
audience and to the social platform you’re using. What’s your sharing vehicle?
• Analysis: Test, track, change, repeat.
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QUESTIONS?
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ACTIVITY
Discuss these questions about the following digital
health campaigns:
1. Why is this campaign successful?
2. What could it do better/differently?
3. Did it consider social media objectives, audience,
channels, tactics, content, and analysis?
4. How can your organization learn from it?
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OTHER THINGS TO CHECK OUT
• Fake Tinder nurse promotes health care to young men
• Milwaukee Public Health Dept. uses Facebook to track syphilis outbreaks
• The use of Twitter to track HIV outbreaks
• This is Personal
• Planned Parenthood Saves Lives
• Slideshare: Learn what others have to say about promoting health care on social media including the Healthcare Social Media Tool Kit
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CONTACT ME
Laura Kendellen
Digital Communications Organizer
Planned Parenthood of Wisconsin
414-289-3027