The Use of Social Media to Enhance Communication and

Dissemination

August 31, 2016

A Webinar from AUCD's Community Education and Dissemination Council (CEDC)

T I P S , P A R T N E R S H I P S , & C H A L L E N G E S

THE USE OF SOCIAL MEDIA TO ENHANCE COMMUNICATION AND

DISSEMINATION

WHY USE SOCIAL MEDIA?

• 1.65 billion monthly active users on Facebook• 1.09 billion people log in daily• 100 million hours of video viewed daily

• 100 million daily active users on Twitter• 46% of users visit at least once a day

• Instagram, Pinterest, Snapchat

TIPS: FACEBOOK

• Best practices: bold visuals, sharable video content, engage, not advertise, utilize live-streaming, limited posts (2 a day)

• To widen your reach, the Facebook algorithm favors:• Images (with less than 20% text)• Videos

• Share videos and images using Facebook tools• Posts related to Trending Topics• Posts that are boosted with $$

• Captioned videos (90% of videos are watched without sound)• Tagging organizations with more followers than your organization• Hashtags are not as effective • Peak hours: Lunchtime and evening

SOCIAL MEDIA TIPS: TWITTER

Twitter is like a river…• Best practices: timeliness, hashtag strategies, short copy, use of emojis, bold

images, vides, and gifs

• To widen reach: • Hashtags are more effective here (fewer the better)• Tagging • Load pictures with your tweets to make them eye-catching (square orientation)• Vine is an app from Twitter to make short, fun, looping videos. Record or import

videos from your phone, and edit with Vine’s tools. Videos on Vine can be six seconds long. The share screen lets you share to multiple networks all at once. Price: Free.

• Periscope is Twitter’s app for broadcasting live video from your smartphone. Going live will instantly notify your followers who can join, comment, and send you hearts in real-time. When you broadcast live on Twitter, you’ll tweet a link so that Twitter followers can watch on the web or in the app. Price: Free.

C O M M U N I C A T I O N S C O L L A B O R A T I V E

TN DEVELOPMENTAL DISABILITIES NETWORK

Elizabeth Bishop, UT Boling Center (UCEDD, LEND)Francisca Guzman, Disability Rights TN (P&A)

Emma Shouse, TN DD CouncilCourtney Taylor, Vanderbilt Kennedy Center (UCEDD, LEND, IDDRC)

ABOUT US

EMMA SHOUSETN Council on DD

ELIZABETH BISHOPUT Boling Center (UCEDD, LEND)

COURTNEY TAYLORVanderbilt Kennedy Center (UCEDD, LEND, IDDRC)

FRANCISCA GUZMANDisability Rights TN (P&A)

PURPOSE

• Learn from one another’s communications work, skills & expertise• Empowering team members to share their work

• Cross-promote that work & content to emphasize collaboration and shared priorities • Posting about each other’s Board / Advisory Committee

meetings

• Collaborate on joint social media campaigns that align with shared goals• Using #TNDDNetwork when posting about each other’s work

WHY THIS WORKS IN TN

• Leadership has buy-in!• Accountability and high expectations from our Directors

• Existing strong DD Network relationships!• DD Network directors hold monthly calls, annual joint

meetings w/ lead staff and boards• DD Network Communicators participate in multiple

collaborative projects (TNWorks, Employment First, IHE Alliance, and CAC meetings!)

• Group meets by conference call every other month• Each call, share what partners can help promote for your

agency (events, plans, new projects or publications, etc.)

CROSS-NETWORK BRANDING:SHARED MATERIALS

• Joint DD Network brochure, banner and website

JOINT SOCIAL MEDIA AWARENESS CAMPAIGNS

JOINT SOCIAL MEDIA AWARENESS CAMPAIGNS: PUBLIC POLICY

• Developed calendar with content around a suggested topic for every work day• Ensured a post each

day that was differentiated across agencies

• Shared a breadth of resources and information

• Allowed each agency to share their own voice throughout the campaign

JOINT SOCIAL MEDIA AWARENESS CAMPAIGNS: PUBLIC POLICY

• Partnered with other disability orgs

• “Live updates” from DD Network during policy-focused events• Vanderbilt’s Educate

to Advocate Panel• Disability Day on the

Hill• Legislative

Reception

JOINT SOCIAL MEDIA AWARENESS CAMPAIGNS: DIVERSITY

• Campaign goals:• Educate people about the

ways disability intersects with race and ethnicity

• Highlight voices andexperiences of voices of people with disabilities of color

• Promote awareness of DD Network agency activities and resources related to issues of diversity

JOINT SOCIAL MEDIA CAMPAIGNS: EMPLOYMENT

October – National Disability Employment Awareness Month

Social Media Campaign highlighting strengths people with (and without) disabilities bring to the workplace, employers

HIRE MY STRENGTHS

• Partnership with TennesseeWorks (TN PIE grant), DD agency + LOTS of other stakeholders

• User-generated content (photos with HMS sign)

• Campaign Toolkit now available

• Content calendar w/ employment info, resources

OUR CHALLENGES

CHALLENGES WE FACE

• Limited time & many different priorities• Gaps in skills and knowledge

• i.e. – Communications: Graphic design, videography, web development and design

• Difficult to measure impact of communications activities

• Are we informing people effectively?• Are we using the right strategies to achieve our

goals?• What do our constituents respond to?

RESPONDING TO CHALLENGES

• Limited time & many different priorities• Shared responsibility and targeted priorities.

Example: Engaging Self-Advocates and Families in Policy and TN Employment First Initiatives

• Gaps in skills and knowledge• Recognize that this is a limitation, but use resources that we have

access to: Design resources at UCEDDs, students, stock photos, free online resources

• Difficult to measure impact of communications activities• Asking tough questions: What is the purpose of this

campaign? Who needs this information? • Defining/Knowing online audience—many service

providers/professionals—What information do they need? How do we share it?

• Sharing individual analytics and measuring results across all agencies.

FUTURE GOALS

FUTURE PLANS

• Use social media data to inform strategies for greater audience engagement

• Use info about what individuals with disabilities and families want information on to inform new campaigns

• Partner on joint informational products on topics related to shared Network priorities

• Continue social media campaigns on public policy, employment and other Network priorities

HOW?

• Involve our CAC and advisory groups for some direction and engagement (followers/members/friends)

• Engage staff, families, and other disability partners in campaigns of the DD Network (SILC, National disability groups, National campaigns)

• Create user friendly hashtags that are reflective and relevant to efforts but not overshadowing other disability advocacy efforts (#relevant)

CONTACT US

• Elizabeth Bishop: ebishop@uthsc.edu• Francisca Guzman: franciscag@disabilityrightstn.org• Emma Shouse: Emma.Shouse@tn.gov• Courtney Taylor: courtney.taylor@vanderbilt.edu

TN DD Network Website: http://vkc.mc.vanderbilt.edu/tnddsite/

www.aucd.org@aucdnews

Social Media PartnershipsCrystal Pariseau Director of Marketing and Public Engagement, AUCDcpariseau@aucd.org

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Social Partnerships

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Social Partnerships

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Pick a topic and partners ~6 questions/hour Advertise Be highly involved! Social thankyous Maintain the relationships

Twitter Chats

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NACDD, AUCD, NDRN

#SidebySideDD16 Facebook and

Twitter 22 days of unique

messages

Side by Side

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Coordination

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Solid numbers New followers Happy partners

Results

Hashtracking.com

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Not an accident Actively tagging others Proactively involving others Find your squad AUCD communications: AUCD.org> Issues> SIGsTW: AUCDnews, FB: AUCDnetwork, IG: aucdpix

Collaboration

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THANK YOU!

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