Utilizing Traditional and Social Media
-
Upload
brooke-hardison -
Category
Business
-
view
673 -
download
0
description
Transcript of Utilizing Traditional and Social Media
Nat
iona
l Can
cer I
nstit
ute
U. S. DEPARTMENT OF HEALTH AND HUMAN SERVICES
National Institutes of Health
Utilizing Traditional and Social Media
Brooke Hardison Wang
OCNA Partner Member Summit
July 10, 2009
Nat
iona
l Can
cer I
nstit
ute
What is Media?
• Newspapers & magazines• Broadcast television and radio• Websites of traditional news outlets
• Blogs• Internet radio
Nat
iona
l Can
cer I
nstit
ute
Changing landscape
• Reductions in funding & staff means there are less seasoned health reporters
• Reporters with less health experience need more assistance understanding a story/topic
• Smaller outlets wait for larger outlets to decide what is newsworthy
• Larger outlets still want to be “first”
Nat
iona
l Can
cer I
nstit
ute
What makes good news?
• Based on serious scientific research• Accomplishments, not plans• Affect readers personally• Provide legitimate hope• Local angle• Concise, well-spoken interviewee
– Identify members/patients who can tell their story well
– If you are going to be doing interviews consider investing in media training
Nat
iona
l Can
cer I
nstit
ute
Reaching Journalists
• 64% of Journalists use Google or Yahoo! to get news information
• Search types journalists used most often:– Standard Search 91%– News Search 27%– Social Search 27%– Image Search 18%– Blog Search 14%
Source: TopRank Online Marketing Survey on Journalists Use of Search, www.toprankmarketing.com
Nat
iona
l Can
cer I
nstit
ute
Reaching Journalists (cont.)
• Social Media Tools used– Social Networks (64%)– Blogs (55%)– Wikis (50%)– Micro-blogging (36%)
Source: TopRank Online Marketing Survey on Journalists Use of Search, www.toprankmarketing.com
Nat
iona
l Can
cer I
nstit
ute
NCI Media Relations• Press releases• News Notes• BenchMarks• B-roll & Images• Science Writer’s
Seminars• Factsheets• Twitter• NCI Public
Affairs Network• Facebook (TBD)
Nat
iona
l Can
cer I
nstit
ute
Social Networking & Microblogging
Nat
iona
l Can
cer I
nstit
ute
What is Facebook?
• Largest Social Networking Website– Link to friends, groups, and interests– Chat, share information, photos, news
• Types of Pages– Personal Profile (individuals)– Fan Page (organizations)– Groups (smaller organizing, committees)
Nat
iona
l Can
cer I
nstit
ute
Facebook Fan Pages
• Optimized for mass communication• Special site for non-profits• Can have multiple administrators• Invite first 30 fans
• Provide info about organization
• Share information & resources
Nat
iona
l Can
cer I
nstit
ute
Who Uses Facebook?
• Median age: 26• 200 million active
users (30% U.S.)• 35-54 is the largest
U.S. age group• 54% Female• 8 million users
become “fans” of official pages each day
<179.80%
18-2425.10%
25-3425.20%
35-5428.20%
55+8.10%
Age Distribution among U.S. users
Source: 2009 Facebook Demographics and Statistics Report, iStrategyLabs, www.istrategylabs.com
Nat
iona
l Can
cer I
nstit
ute
Maximizing Facebook
• Objective– Fans– Comments
• Keys to Success– Integrate with other platforms– Create a resource (offer information,
serve as a place to connect)– Create reasons for fans to participate– Target YOUR audience
Nat
iona
l Can
cer I
nstit
ute
What is Twitter?
• Micro-blogging website – share information & updates (140 character limit) with your network
• Friends, Followers and Updates• Direct Messages, @Replies, ReTweets• #hashtags – search for themes• Real-time search• Accounts linked to email addresses:
can be official, personal or in-between
Nat
iona
l Can
cer I
nstit
ute
Who uses Twitter?
• Median age: 31• 12.9 Million users
per month• Users are young,
but older than other social networking sites
• 53% Female• 35% live in urban
areas
12-171%
18-3447%
35-4931%
50+21%
Age Distribution among U.S. users
Source: Social media today, www.socialmediatoday.com
Nat
iona
l Can
cer I
nstit
ute
Maximizing Twitter
• Objective– ReTweets– Mentions (a.k.a. @replies)– Followers
• Keys to Succeed– Be useful– Provide links to information (short URLs)– Respond to questions– Remember that it’s public
Nat
iona
l Can
cer I
nstit
ute
Resources
• Facebook: www.facebook.com• Twitter: www.twitter.com • Social Media News: www.mashable.com• Facebook for Non Profits:
www.facebook.com/nonprofits• We Follow (directory of twitter accounts by
topic): http://wefollow.com • Google Sites (create collaborative website):
http://sites.google.com
Nat
iona
l Can
cer I
nstit
ute
Resources Continued
• URL Shorteners– http://tinyurl.com– http://bit.ly
• Twitter Desktop applications:– Twitterfox (integrated in Firefox)– TweetDeck (organize friends into groups)– Twitterfeed (automatically post RSS
feeds to your twitter account)
Nat
iona
l Can
cer I
nstit
ute
Resources Continued
• Twitter mobile applications– Twitter website can be updated via SMS
(text) messages– m.twitter.com (mobile version-any device)– Twitterberry (Blackberry)– TweetDeck, Twitterific, TwitterFon,
Twitterlator (iPhone)