Leveraging a Contact Center for Facebook Community Management
Lakshmi Grama, M.A., M.L.SSenior Digital Content Strategist
Deborah Pearson, MPHPublic Health AdvisorNational Cancer Institute
Outline
• NCI’s Social media strategy• How Facebook fits in• Challenges of community
management• Leveraging NCI’s Cancer
Information Service in support of community management
National Cancer Institute
• Part of the National Institutes of Health
• Nation’s premier cancer research agency
• Legislative mandate to communicate the results of research
NCI’s Communications Strategy
• Reach the cancer community wherever they are, via the channels that they choose, with information that is reliable, accurate, and appropriate– Web– Facebook– Twitter– YouTube– LinkedIn
Goals for NCI’s Engagement with the Facebook Community
• Reach out to those who may want to know about how cancer research is progressing
• Support patients, family members, caregivers who may have questions about different aspects of cancer
• Enhance public trust in the science that we fund and support
Challenges in Facebook Community Management
• Personal questions about cancer and its treatment – privacy issues
• Activists who may “hijack” the conversation
• People selling “cures”• Timeliness of response• Resources required to do this
NCI’s Cancer Information Service1-800-4-CANCER
Our Community Management Playbook
• Post messages/content that is timely, educational, helpful
• Have a clear comment policy• Monitor posts carefully• Be responsive• Allow people to express their opinions
even if they are critical of us and our research
• Weigh in with evidence-based information even on controversial issues but don’t carry on a dialog that will go nowhere
Question about HPV Vaccines
Care for a Child with Cancer
Commemorating Health Observances
Questions About Funding
Challenging Issues
• Dr. Burzynski video campaign
• XMRV study
Antineoplastons and Dr. Burzynski
Some Metrics
• 8,100 Friends/Fans for English and Spanish pages combined
• For English, 60% are from the US • For Spanish, majority are from
outside the US• More clicks than likes, fewer
comments• Majority of referrals from social
media sites to Web site are from Facebook
Feedback that Makes our Day
In Spanish As Well
Thank you
Lakshmi [email protected]
http://www.linkedin.com/in/lgrama
Deborah [email protected]
http://www.linkedin.com/in/debpearsonmph
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