Www.cdhp.org Social Media 101: How to Make the Most of It for Improving Oral Health Friday, October...

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Social Media 101:How to Make the Most of Itfor Improving Oral Health

Friday, October 16, 2015

Matt JacobDirector of Communications & Outreach

Children’s Dental Health Project

© 2015, Children’s Dental Health Project

During the very same month . . .


Oakland police use Twitterto fight crime, tweet by tweetWhen Oakland police Capt. Anthony Toribio heard the details of Sunday's shooting at a McDonald's on Telegraph Avenue, the veteran officer did something he wouldn't have considered just a few years ago: He turned on his laptop and started typing.Toribio sent out a description of the shooting suspects to the 11,000 people who follow the Police Department on Twitter, the 971 who follow his account,@area2opd, and thousands more who subscribe to Nixle and Nextdoor crime alerts.Within an hour, a woman who had read the alert called police: The suspects were across the street in the Infiniti sedan that fled the McDonald's. Police raced to the scene, arrested the men and seized the gun used in the shooting, Toribio said.Even just a few years ago, Toribio said, Oakland police

never would have asked the public for help."We would have broadcast this out to the patrol officers working the street," Toribio said. "It may have been days, if not weeks, if ever, before it got out to the community."Oakland is not alone, said Nancy Kolb, a senior program manager with the International Association of Chiefs of Police, a police group. More and more police departments are using Twitter and social media to connect with the public.

Social media was used to fight crime.


(SOURCE: Will Kane, “Oakland police use Twitter to fight crime, tweet by tweet,” San Francisco Chronicle, Feb. 27, 2014)

Canadian musician Harry Manx reunited with his guitar after his Facebook plea goes

viralThe guitar Manx used to play Indian classical music was taken from Chicago’s O’Hare Airport last week. The musician used Facebook to beg for the instrument’s safe return, a cry for help that quickly went viral and was shared more than 81,000 times.

It was used to find a rare guitar.


(SOURCE: Irving DeJohn, “Canadian musician Harry Manx reunited with his guitar after his Facebook plea goes viral,” New York Daily News, Feb. 26, 2014,)

Dr. Richard Besser, ABC News’ chief health and medical editor, held a Twitter chat on Feb. 11 that generated more than 100 tweets.

A wide variety of organizations participated, including the Ameri-can Dental Association, American

And it was used to educate people about oral health.

Academy of Pediatrics and the Virginia Oral Health Coalition.


• Send messages immediately or at times of their choosing

• Establish or nurture relationships that extend well beyond oral health

• Communicate easily at little or no cost

Social media enables oral health advocates to:



Embraced by mainstream health experts

(Sources: Mayo Clinic, http://socialmedia.mayoclinic.org/; accessed in Sept. 2015; “CDC Competition Encourages Use of Social Media to Predict Flu,” Centers for Disease Control and Prevention, Nov. 25, 2013.)

• The Mayo Clinic has created a Social Media Health Network with training modules and other resources.

• The CDC launched a contest to encourage the use of social media to track the prevalence and intensity of the 2013-14 flu season.


Social media: A world of options

Or think of it this way …


Twitter I am eating a #donut

FacebookI like donuts, and I havemore space to tell you that

Google+ Google employees likedonuts too

Instagram Here’s a cool photoof me and my donut

You Tube Watch this video of meeating a chocolate donut

Linked In In my career, I have eatenmore donuts than my peers

Pinterest Here’s an snazzy-lookingrecipe for donuts

Reddit I read a donut article soI’m sharing it with others

• They provide the largest audiences in the U.S.

• Combined, these platforms have 1.6 billion+ active users

• Many health journalists and bloggers use Twitter to monitor trends and develop story ideas

Twitter and Facebook are the most popular platforms


(Source: This figure is based on 2014 data. See: Shea Bennett, “The 10 Biggest Social Networks Worldwide,” SocialTimes, Ad Week Blog Network, December 24, 2014.)


What sets Twitter apart from other social media vehicles

Twitter isn’t quite a mass medium in the same way Facebook has become — it’s more of a channel to reach the network influentials, since it’s particularly popular with bloggers, journalists and activists.

“

”

ACCORDING TO:

1. Twitter is an online social networking service that enables users to send and read messages that are no more than 140 characters long.

2. A “Tweet” is a message sent on Twitter.

Twitter in 60 seconds


A Twitter “handle” is what your account is called: @Teeth_Matter

3.


Account Info


Twitter Feed


Florida’s percentage of uninsured children is relatively high, but it’s starting to fall and experts say that it’s because of the CHIP program http://bit.ly/17QSQQm

164 characters

Use abbreviations to fit your message into 140 characters or less. Here is one example.

http://bit.ly/17QSQQm


Florida’s percentage of uninsured children is relatively high, but it’s starting to fall and experts say that it’s because of the CHIP program http://bit.ly/17QSQQm Florida’s % of uninsured kids is relatively high, but it’s falling. Experts says it’s b/c of the CHIP program http://bit.ly/17QSQQm

164 characters

131 characters





Florida’s percentage of uninsured children is relatively high, but it’s starting to fall and experts say that it’s because of the CHIP program http://bit.ly/17QSQQm Florida’s % of uninsured kids is relatively high, but it’s falling. Experts says it’s b/c of the CHIP program http://bit.ly/17QSQQm FL’s % of uninsured kids is relatively high but falling. Experts credit CHIP http://bit.ly/17QSQQm

164 characters

131 characters

98 characters






Florida’s percentage of uninsured children is relatively high, but it’s starting to fall and experts say that it’s because of the CHIP program http://bit.ly/17QSQQm Florida’s % of uninsured kids is relatively high, but it’s falling. Experts says it’s b/c of the CHIP program http://bit.ly/17QSQQm FL’s % of uninsured kids is relatively high but falling. Experts credit #CHIP http://bit.ly/17QSQQm

164 characters

131 characters

99 characters





What is a hashtag?


• A “hashtag” is when you use the symbol # before a key word or phrase (no space) in your tweet

• This allows people searching that hashtag to find your tweet


• A “hashtag” is when you use the symbol # before a key word or phrase (no space) in your tweet

• This allows people searching that hashtag to find your tweet

What is a hashtag?


For today’s conference, we’re using the hashtag

#Oral Health Is Fun


Abbreviations and shorter

words for use on Twitter

kids

b/c

&

abt

ppl

mbr

prog

dental

raise

key

b4

children

because

and

about

people

member

program

oral health

increase

important

before


Types of Twitter events

Twitter Chat – Typically, this event uses a Q&A format to educate or engage a broader audience about a particular topic. One Twitter user asks the Q’s and allows time for others to answer.

Twitter Storm – This event is not moderated. A host organization welcomes people to the Storm and then various groups send tweets in no particular order.

1. Tweet regularly (at least 5-7 times per week)

2. Limit the number of re-tweets

3. Follow Twitter’s unwritten rules

4. Use words that “sell” your tweet

5. Target your tweets

5 ways to use Twitter effectively:



3. Follow Twitter’s unwritten rules

Use “MT” if you modify someone else’s tweet

Use “RT” if you want to re-tweet using your own account name/logo

Favorite tweets that promote your issues or activities



Using a clever turn on a familiar phrase

A clear and straight-forwardmessage

A powerful way to connect two numbers

Use a play on words


Some terms may not make good “kickers”



A hyperlink alone isn’t interesting

Poor timing:The day after

Aurora shooting

Is that really what you meant

to say?

Problem tweets



Hashtags are a good way to reach the right people with your message

#CHIPworks

#oralhealth

#factsfavorfluoridation

#2x2mins

#dentaljobs

#CultureofHealth

#healthequity

#ThinkTeeth #sealants #TripleAim



Inserting someone else’s Twitter address is a direct way to bring your message to their attention and possibly gain them as a follower.


Identify and Engage New

Partners

1. Search online to find out which of your partners or potential partners have Twitter accounts.

Using Twitter to build relationships





Consider following each of them.




Co-host a Twitter chat or Twitter storm with a partner or ally. Reach out to organizations that you think might be interested.

2.


2. Co-host a Twitter chat or Twitter storm with a partner or ally. Reach out to organizations that you think might be interested.



If you have something relevant to say, participate in a Twitter event hosted by someone else. Keep your eye out for them.

3.

#WellnessWed #FoodFri


Participating in another group’s Twitter chat got us followed by @KidsHealth — with 214,000 followers






3.






Use hashtags that help your tweet reach a wider audience.

3.

4.

Use hashtags


Hashtags help, but don’t go overboard

(SOURCE: “History of the Hashtag,” Socialize Me, http://gosocializeme.com/blog/.)

• 371 Twitter accounts participated, and it reached an audience of 1.2 million people

• A total of 953 tweets were sent

• 7 out of 10 who participated were from outside the oral health field

CDHP organized a social media blitz in Feb. 2014:



Our February Twitter Storm:

• Created nearly 3 million Twitter impressions

• Reached 653,000+ accounts

• Involved 183 stakeholders, including national orgs and groups from 30+ states


Overcoming Hurdles to

Social Media

What do I tweet about?


Calendar observances are a great hook


• Children’s Dental Health Month (February)

• National Minority Health Month (April)

• Public Health Week (April)

• Drinking Water Week (May)

• National Women’s Health Week (May)

• Men’s Health Month (June)

• National Dental Hygiene Month (October)

• Health Literacy Month (October)

• World Smile Day (October)


What if I run out of ideas?

www.cdc.gov/OralHealth/CDC’s Division of Oral Health

www.cdhp.org/state-of-dental-healthCDHP’s “State of Dental Health”

www.ada.org/en/member-center/oral-health-topicsADA’s “Oral Health Topics” page

http://oralhealth.deltadental.com/Delta Dental’s “Oral Health Library”

www.webmd.com/oral-health/tc/tooth-decay-topic-overview

WebMD’s “Oral Care” page


What if I just don’t have the time?


• There are easy ways to pre-schedule your social media messages

• HootSuite, LaterBro and Pagemodo are examples of free websites that can schedule your social media in advance

What if I just don’t have the time?


Questions orComments?

Matt JacobDirector of Communications & Outreach

Children’s Dental Health ProjectP: 202-417-3600

E: [email protected]: @Teeth_Matter

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