Social Media for PHAs and ASOs
By Anamaria Tivadar, CATIE
Topics Covered
Defining social media and examining the global reach
The importance of social media to PHAs, ASOs and frontline service providers
Overview of the 3 types of social media tools
CATIE‟s social media presence for ASOs and PHAs
The benefits to using these tools
ROI and social media analytics
Social technology and HIV
Case Studies by Nine Circles Community Health Centre
The evolution of information and media
In the last 25 years, the way we store, share and exchange information has drastically changed:
1980: Traditional Media 2012: Web 2.0
Encyclopedia Wikipedia
Resume or journal Blogs
Address Book Facebook, LinkedIn
Tape or CD MySpace, Itunes
Mail Email, meetup.com
Videotapes, DVDs, movie store YouTube, Vimeo, Netflix
Hard-copies written on typewriters, passed around fromperson to person
Twitter, Slideshare, Google Docs, Scribd – online collaboration on a global level among hundreds to thousands of people
* Fraser, Rob. Nurses‟ social media advantage
Social Media Reach
• 800 million ~ Facebook users worldwide
• 3.5 billion posts / contents are shared each week on Facebook
• 25 million Canadians have a Facebook account
• 200 million Twitter accounts worldwide
• 1.6 billion search queries every day on Twitter
• 182 million public blogs worldwide
• 240 Canadian HIV and hep C organizations are on Twitter
• 261 + Canadian hospitals have either a Facebook page, Twitter account, blog or YouTube channel
What is Social Media?
• Social networking + new media
• Instantaneous, casual, global and public
• A set of online tools that never stops evolving
• “Social media is the use of technology combined with social interaction to collaborate, create and share” – Colleen Young
Web- and mobile-based technologies that allow users to have the same kind of ‘real-time’ conversations with individuals, organizations, communities around the globe
It’s about connecting to the RIGHT people
What can social media do for frontline service providers and ASOs?
Social Media is a tool that can advance your organization’s work.
How?
Drive the conversation and create awareness
Fundraise for your organization
Create an online community
Assume leadership role in HIV knowledge by sharing timely and accurate information, instantaneously
Foster more prevention-focused HIV and/or hep C health dialogue
Share information as you do at conferences, on an on-going basis, with your peers and community
Connect with peers across Canada and the world
Highlight relevant information for PHAs who search online
Connect with PHAs and individuals in a different way
Reach out to PHAs and individuals living in remote areas
CATIEInfo’s Twitter Community
Do individuals search online for health info?
Based on a study conducted by the Journal of Medical Internet Research:
68% of adults search the internet for health information;
75% of individuals who found health information online said
it affected their decisions about their treatment;
69% of individuals decided to seek a healthcare
professional based on what they found on the internet;
57% of individuals changed the way they manage their
chronic disease.
Social Media Tools
Social Media Tools: Content Creation
Blog • regular entries on a topic• relevant information, resources, and images. • Interactive- readers can provide feedback and
comments to the author
YouTube • social network site where users can upload videos for public viewing
• Users can watch and comment on videos uploaded by others
Podcasts,webcasts, RSS
• audio or video digital files, such as radio or television broadcasts, shared over the Internet.
• files are downloaded or streamed on a computer or a mobile device.
HIV and health-related blogs
You can access information through the many HIV-related health blogs available via ASO and frontline organizations
HIV-related YouTube Channels
You can watch HIV-related videos on CATIE‟s YouTube channel.
Social Media Tools: Content Sharing
Scribd • Scribd is the world‟s largest social reading and publishing company
• You can publish any document on this site for free
Slideshare • Slideshare is the world's largest community for sharing presentations.
• Supports documents, PDFs, videos and webinars
• Upload and view presentations online
Slideshare
You can download this presentation off of CATIE‟s Slideshare account:
www.slideshare.net/CATIEInfo
Social Media Tools: Networking
Facebook • social networking site where users have a profile • share personal and/or professional information,
photos and commentary• users create lists of other users, or „friends‟, with
whom they connect and interact
Google Plus • a social network launched by Google, whichincludes circles, streams, posts and hangouts
• enhances search engine rankings• allows the sharing and spreading of information to
either everyone (public postings), or just a few select individuals, divided into categories called „circles‟
Twitter • a social network site where users connect and interact with each other through the use of very short messages („tweets‟).
• Content includes opinions, updates on recent activities, and may be personal and/or professional in nature.
Facebook – Fan Page
You can connect with other organizations via their Facebook Fan Pages. CATIE is connected with over 560 Facebook users, and posts regular updates on new HIV and hep C information, resources, events, etc.
Twitter: Basic Principles
There are two basic principles to Twitter to keep in mind:
1. Chances are if you find something interesting, others will find it interesting too.
2. You can follow anyone and everyone can share and see each other‟s posts.
Dos:
• 140-character limit
• Use abbreviations in tweets in order to save characters
• Shorten URLs using websites like tinyurl.com or ow.ly
• Include #hashtags in your tweets
• Give credit by retweeting (RT) or mentioning (MT) others.
• Include a „call to action‟ and insert a weblink.
• Be inspirational - motivate and influence followers by using some of your favorite quotes.
• Add value to your audience today - health tips, treatment tips, health facts, etc.
• Be human – people trust other people.
Twitter Dos
CATIE’s Communication Toolkit
For more information on effective tweeting or popular hashtags, you can download these guides from CATIE‟s website in the Media & Communications section
How can you measure your social media ROI?
1. Direct clicks to your website and/or blog
2. Followers & Engagement
3. Retweets, Mentions & Reach
4. Your network’s reach
5. Your geographic reach
6. Increase in volunteers, clients, fundraising revenue
1. Direct clicks to CATIE’s website
In the last six months, there have been 2,154 pertinent direct visits to CATIE‟s website from CATIE‟s Twitter account
2. Followers & Engagement
Followers:
734 Twitter followers
579 Facebook followers
Engagement:
1869 engaged users with CATIE‟s Facebook page in the last year: • number of people who have clicked anywhere on your
post 984 users were actively talking about CATIE‟s Facebook posts in the last
year:• liking your Page, posting to your Page's Wall• liking, commenting on or sharing one of your Page posts
answering a Question you posted • RSVPing to one of your events• mentioning your Page, phototagging your Page
3. Retweets, Mentions & Reach
Retweets 275
Mentions 757
Facebook (in last yr)
Total Reach 36,216
Viral Reach 21,833
4. Your Network’s Reach
Facebook Twitter
5. Your Geographic Reach
Twitter‟s global geographic reach Facebook‟s national geographic reach
ON70%
QC11%
BC 5%
AB7%
SK2%
MB2%
NS2%
PEI1%
Technology Applications: CATIE’s Mobile App
YourDocTalk is an app developed by CATIE to guide PHAs in a discussion with their doctor about HIV treatment.
PHAs answer a series of questions to create a list of points to discuss with his/her doctor.
Together they will work to ensure the patient‟s treatment plan is right for him/her.
YourDocTalk
Available November18th
yourdoctalk.catie.ca
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