1. +Science & Social MediaResearch Communicationvia Social Media at NCIBrooke Layne Hardison, M.P.H.Media Relations Analyst, National CancerInstitute October 1, 2012 | AIRI Meeting

2. +NCIs Approach to Social MediaFacebookTwitter Semi-centralized approach Decentralized approach Enterprise pages in English and Program staff work with OCE toin Spanishmaintain consistent branding &policies News-only page Account managers are responsible Enterprise pages are run by teams for content and responsesin the Office of Communicationsand Education (OCE) Comment review and responsehandled by Cancer Information YouTubeSpecialist (contractors behind 1- Network approach800-4-CANCER) Main channel (ncigov) favoritesvideos from other channels News page run by social media Channel themes match the tabs onspecialist (me) in the Office ofthe NCI website (cancer.gov)Public Affairs & ResearchCommunication (OPARC) News channel managed by socialmedia specialist in OPARC (me, again) All other channels managed by OCE 3. +Cancer ResearchCommunicationNCIs News Center press releases feature stories daily news from the NCI-designated Cancer Centers spotlight stories on scientistsWe use social media to: disseminate news content demonstrate the breadth ofNCIs research portfolio Highlight research progress 4. +NCI on FacebookEnglish page, Spanish page & the News page21,000 total likes plus several hundredorganizational likes across three pages.700,000 total impressions per monthDivisions & offices send info to the Facebookteam for consideration on the general pagesNews page includes news from NCI and the 67NCI-designated Cancer Centers. We tag the institutions Facebook page when possible Other institutions included when there is a mention of a center in the release (coauthors) 5. +@theNCI @NCImedia @NCIBulletin @NCIBiospecimens @NCICancerCtrl @NCICompOnc @NCIespanol @NCIExhibitsNCI on @NCIHINTSTwitter@NCImcMedia @NCI_NCIPPrograms have their@NCI_NCCCPown accounts @NCIPhySci99,449 total followers @NCIpreventionNCImedia alone:@NCIsbir52,393 accounts@NCISymptomMgmtreached weekly @NCITechTransfer211,707 weekly @NCItrialsatNIHimpressions @PresCancerPanelNews from NCI@TCGAupdatesand the NCI-designated Cancer @SmokefreeGovCenters (with @SmokefreeTeen@mentions) @SmokefreeWomen 6. +NCI on YouTubeNetwork of nine topic-based channels524,958 lifetime viewsNews channel (NCInews) 70% of the total views for NCI 15,000 views per month Interviews with scientists, b-roll, event footage (no scripts) All news videos produced in-house using Cannon DSLRs & iMovie 7. Items popular on NCIs social media pages:+ Posts with images the more unique,the better On Facebook, images with photos gettwice the engagement Videos that explain complex topics ordemonstrate clinical experiences(sigmoidoscopy, radiology exams) Science explained in simple termsWhat to post Behavioral & prevention scienceFor our audiences, items that arepopular on Facebook tend to be(nutrition, exercise, sun protection)popular on Twitter as well. Science with immediate clinicalimplicationsOn YouTube, people like videos thathelp them understand the science Science related to common cancers orthose with large online communities(breast, prostate, pancreatic) 8. + Facebook 9:00 pm 10:00 pm has the highest engagement (in each time zone) 8:00 am 10:00 am has the second highest engagement Post at least once per week. Once a day would be better. If you have more than one item in a day, space them out.When to post TwitterFacebook and Twitter are more time Peak times for news-related posts:sensitive that YouTube. Morning Coffee Lunch Break Toward the end of the work day Twitter users tolerate frequent posts, so online chats or constant posts from a meeting work better here. 9. + Cross-promotion: Including mentions/tags for your collaborators & journals (and even funders!) increases your exposure On Facebook, your post will appear on the other orgs pages On Twitter, your post will appear in searches for the other org, and increases the likelihood of ReTweets. Scheduling allows for posting during non- work hoursOther considerations Facebook & YouTube allow forWays to increase your engagement scheduling on their websites Schedule Twitter posts using third-party clients (Hootsuite & TweetDeck) Smartphone apps can monitor for fan posts & comments during off-hours Hashtags and aggregation tools can be used to bring more attention to your activities and campaigns Aggregators: Paper.li, storify.com 10. + Applications Tweetdeck.com (web or desktop/phone, display lists in columns) Hootsuite (web-only, add your own thumbnail images on Facebook) Social media news sources Mashable.com AllFacebook.comResources Facebook.com/Facebooka.k.a. A few of my favorite things Twitter.com/twitter Help, Guidance & Best Practices Facebook pages: Nonprofits, government, FacebookPages Twitter accounts: @twittercomms, @twittermedia, @gov, @support 11. + NCI enterprise social media channels www.facebook.com/cancer.gov www.twitter.com/theNCI http://www.youtube.com/ncigov News-specific social media channels www.facebook.com/NCImedia www.twitter.com/NCImedia Directory of NIH social media channels:Linkshttp://www.nih.gov/Subscriptions.htmWhere to find us Directory of HHS social media channels: http://newmedia.hhs.gov/tools/ 12. +Contact@BrookeLayne on twitterfacebook.com/brookelayneBrooke.Hardison@nih.govSlides will be posted on slideshare.net/brookelayne