Let's Get Social: Let's Get Social: Social Media 101 for Social Media 101 for

Public Health ProfessionalsPublic Health ProfessionalsMay 11, 2012May 11, 2012

Plymouth, MAPlymouth, MA

Presented by David CrowleyPresented by David Crowley

www.davidbcrowley.comwww.davidbcrowley.com

Your hopes for this workshop?Your hopes for this workshop?

A few take A few take awaysaways from a.m. session?from a.m. session?

GoalsGoals

�� Reinforce why social Reinforce why social

media can work for youmedia can work for you

�� Provide relevant Provide relevant

examplesexamples

�� Basics of Facebook Basics of Facebook

pages & Twitterpages & Twitter

�� Practical howPractical how--toto’’s s

(especially on Facebook)(especially on Facebook)

What brings me hereWhat brings me here……

�� Connecting people to community info key to Connecting people to community info key to

Social Capital Inc. (SCI) mission.Social Capital Inc. (SCI) mission.

�� Using technology to engage people has been key Using technology to engage people has been key

to our work.to our work.

�� Early evidence that social media can strengthen Early evidence that social media can strengthen

relationships.relationships.

�� WeWe’’ve had some successve had some success……

SCI & David on Social MediaSCI & David on Social Media

�� @@socialcapsocialcap 3869 followers (400 new past 4 months); 3869 followers (400 new past 4 months); @@cookingchatcookingchat 1053 @1053 @davidbcrowleydavidbcrowley 508508

�� 713 LinkedIn Connections713 LinkedIn Connections

�� 327327““likeslikes”” on Facebook (on Facebook (socialcapitalsocialcapital) )

�� 715 have circled 715 have circled davidbcrowleydavidbcrowley on Google+ since July launch, on Google+ since July launch, 1072 following SCI on G+ since pages launched in Nov.1072 following SCI on G+ since pages launched in Nov.

�� Over 12,000 unique visitors to our websites every monthOver 12,000 unique visitors to our websites every month

�� KloutKlout score=56score=56

�� Have recruited volunteers & applicants for positions, gotten a Have recruited volunteers & applicants for positions, gotten a job for an alum, reached new donors, increased web trafficjob for an alum, reached new donors, increased web traffic……

Why social media Why social media

for your work?for your work?

Reason #1: Power of Reason #1: Power of

Social NetworksSocial Networks

Reason #2 to Pay Attention Reason #2 to Pay Attention

to Social Mediato Social Media

�� The numbersThe numbers——itit’’s an increasingly s an increasingly

important way to reach people.important way to reach people.

Facebook now has over 900 million Facebook now has over 900 million

usersusers……

Top demographics on Facebook:Top demographics on Facebook:

1) 211) 21-- 24 yr olds24 yr olds

2) 182) 18-- 20 yr olds20 yr olds

3) 353) 35-- 44 yr olds44 yr olds

sourcesource http://adage.com/article/adagestat/demographicshttp://adage.com/article/adagestat/demographics--facebookfacebook--linkedinlinkedin--myspacemyspace--twitter/227569/twitter/227569/

Most teens are onlineMost teens are online

�� 73% of teens are on a social network73% of teens are on a social network

�� The average teen has 201 Facebook friendsThe average teen has 201 Facebook friends

�� 37% send messages to friends every day37% send messages to friends every daySource for above points (2010 data)Source for above points (2010 data)http://facebookhttp://facebook--parentalparental--controlscontrols--review.toptenreviews.com/30review.toptenreviews.com/30--statisticsstatistics--aboutabout--teensteens--andand--socialsocial--networking.htmlnetworking.html

�� Teens averaging 60 texts/dayTeens averaging 60 texts/day

�� 16% of American teens use Twitter (doubled 16% of American teens use Twitter (doubled

over past 2 years)over past 2 years)

ItIt’’s where people are spending s where people are spending

timetime……

More than More than ½½ of those Facebook of those Facebook

users are visiting at least daily.users are visiting at least daily.

More time spent on social media More time spent on social media

than email nowthan email now……..

22.7 % of online time on social media 22.7 % of online time on social media

vs. 8.3% for emailvs. 8.3% for email

43% growth rate43% growth rateAugust 2010 Nielsen StudyAugust 2010 Nielsen Study

#4) Opportunity to engage with wide #4) Opportunity to engage with wide

range of constituentsrange of constituents……quick way to quick way to

get input & get input & crowdsourcecrowdsource

Time for 6 SCI Social Media Time for 6 SCI Social Media

Principles & PointersPrinciples & Pointers

1) Start w goal setting & planning1) Start w goal setting & planning

�� Who is your audience for outreach you are Who is your audience for outreach you are doing?doing?

�� What results do you hope to achieve What results do you hope to achieve communicating with your audience?communicating with your audience?

�� What kinds of branding messages & info do you What kinds of branding messages & info do you want to share?want to share?

�� Your social media channels & messaging should Your social media channels & messaging should flow from your answersflow from your answers——how can social media how can social media help you reach this audience?help you reach this audience?

2) Be social!2) Be social!

�� Social media is a 2 way streetSocial media is a 2 way street

�� Take a Social Capitalist approach!Take a Social Capitalist approach!

�� Focus on relationship buildingFocus on relationship building

�� Better to give than receiveBetter to give than receive

�� Share your personality; though not every detail!Share your personality; though not every detail!

�� Engage people in conversationEngage people in conversation——ask questions, ask questions,

comment in such a way that it elicits responsecomment in such a way that it elicits response

�� Respond promptly when someone comments, or @ Respond promptly when someone comments, or @

replies to you on Twitter, etc.replies to you on Twitter, etc.

3) Keep building your web traffic & 3) Keep building your web traffic &

email list.email list.

�� Our general web traffic Our general web traffic

increased by 60% during 10 increased by 60% during 10

mosmos of active tweeting.of active tweeting.

�� Still are more adults who use Still are more adults who use

email daily than social mediaemail daily than social media

�� Typically put more detailed Typically put more detailed

content on your site, link to it content on your site, link to it

via SMvia SM

�� Some do strictly use social Some do strictly use social

mediamedia

Web traffic while tweeting

0

200

400

600

800

1000

1200

1 2 3 4 5 6 7 8 9 10 11

Series1

4) Position yourself as expert in field4) Position yourself as expert in field

�� Share articles relevant to your fieldShare articles relevant to your field

�� Promote events or programs that relate to field Promote events or programs that relate to field

but donbut don’’t directly benefit you.t directly benefit you.

�� Twitter is a particularly good way to keep up Twitter is a particularly good way to keep up

with articles and other news related to your field.with articles and other news related to your field.

5) Engage Consistently5) Engage Consistently

�� Regular participation in social media generates Regular participation in social media generates

best results best results

�� Integrate it into what you doIntegrate it into what you do——read something read something

good, share it; working on an interesting project, good, share it; working on an interesting project,

talk about it or ask question.talk about it or ask question.

�� Engaging at different hours helps reach more Engaging at different hours helps reach more

people.people.

6) Help your constituents use social 6) Help your constituents use social

media constructivelymedia constructively

�� Youth may need help thinking through safety Youth may need help thinking through safety

precautions and protecting their reputation for precautions and protecting their reputation for

the long term.the long term.

�� PrePre--Facebook generation folks may need Facebook generation folks may need

support to utilize these tools and the benefits support to utilize these tools and the benefits

they provide.they provide.

Facebook BenefitsFacebook Benefits

�� 900 million users & counting!900 million users & counting!

�� Very easy to use at a basic levelVery easy to use at a basic level

�� Based primarily on social tiesBased primarily on social ties

�� Getting your friends to share with their friends Getting your friends to share with their friends

is powerfulis powerful

�� Especially good way to connect & engage with Especially good way to connect & engage with

young people.young people.

�� What would you add?What would you add?

Facebook basicsFacebook basics

�� Create a Create a ““pagepage”” to promote an organization.to promote an organization.

�� You must have an individual account to create an You must have an individual account to create an organizational page.organizational page.

�� The The ““groupsgroups”” feature can be a way to foster feature can be a way to foster sharing among a group of program participants sharing among a group of program participants (can be private).(can be private).

�� DonDon’’t set up your organization as an individual t set up your organization as an individual profile! (against terms of service)profile! (against terms of service)

�� Setting up a pageSetting up a page……following slides/demofollowing slides/demo

LetLet’’s move to some live s move to some live demonstration & practicedemonstration & practice……

Leveraging FacebookLeveraging Facebook

�� #1 Post photos and videos! Most shared #1 Post photos and videos! Most shared content.content.

�� Create photo albums for your big eventsCreate photo albums for your big events

�� Post to albums in a few batches over timePost to albums in a few batches over time

�� Tag those photosTag those photos

�� You canYou can’’t tag friends if you dont tag friends if you don’’t have anyt have any

�� Have several page Have several page adminsadmins that can leverage their that can leverage their own friend own friend relationshpsrelationshps

�� Your page should like other pagesYour page should like other pages

Getting Seen on FacebookGetting Seen on Facebook

�� How people see your contentHow people see your content

�� people who like your pagepeople who like your page

�� people interact w your pagepeople interact w your page

�� ““EdgerankEdgerank”” is algorithm that determines who sees is algorithm that determines who sees your page in the new newsfeed. Prioritizes (in order)your page in the new newsfeed. Prioritizes (in order)1)1) SharesShares

2)2) CommentsComments

3)3) LikesLikes

�� Insights provides easy to follow stats on your Insights provides easy to follow stats on your pagepage

More Facebook tipsMore Facebook tips

�� 1 or 2 Facebook page posts per day is 1 or 2 Facebook page posts per day is

considered good practiceconsidered good practice……vary the times.vary the times.

�� Limit the number of business related posts to Limit the number of business related posts to

your personal wallyour personal wall

�� @ followed by user name or group is a quick @ followed by user name or group is a quick

way to get their attention or give them propsway to get their attention or give them props

�� Facebook status can be updated from Facebook status can be updated from

TweetdeckTweetdeck, , smartphonessmartphones & other apps& other apps

Twitter BenefitsTwitter Benefits

�� Short format, quick to share & scan for infoShort format, quick to share & scan for info

�� More open than FB or LinkedInMore open than FB or LinkedIn

�� Chance to engage w people who share interests, Chance to engage w people who share interests,

many who you wouldnmany who you wouldn’’t otherwise reacht otherwise reach

�� Monitor subjects of interestMonitor subjects of interest

�� DynamicDynamic——lost bird storylost bird story

LetLet’’s take a closer look at some s take a closer look at some

Twitter basicsTwitter basics……

What is Twitter?What is Twitter?

�� aa social networkingsocial networking andand microbloggingmicroblogging service, service, enabling its users to send and read messages enabling its users to send and read messages calledcalled tweetstweets. .

�� Tweets areTweets are texttext--basedbased posts of up to posts of up to 140140 characterscharacters displayed on the user'sdisplayed on the user's profileprofile page. page. Tweets are publicly visible by default.Tweets are publicly visible by default.

�� Users may subscribe to other users' tweetsUsers may subscribe to other users' tweets –– this is this is known asknown as followingfollowing and subscribers are known and subscribers are known asas followersfollowers oror tweepstweeps

Source: Wikipedia 4/25/11Source: Wikipedia 4/25/11

Getting started w TwitterGetting started w Twitter

�� Associate the account with an email address.Associate the account with an email address.

�� Choose a short username or Choose a short username or ““handlehandle”” [you will have an [you will have an existing account for your SCI Tweets]existing account for your SCI Tweets]�� A handle that is easy to remember makes it more likely A handle that is easy to remember makes it more likely

people will people will ““retweetretweet”” you.you.

�� Your handle uses up some of the 140 characters when Your handle uses up some of the 140 characters when retweetedretweeted

�� The profile helps people can quickly see where you are, The profile helps people can quickly see where you are, what you are Tweeting about. (help them decide to what you are Tweeting about. (help them decide to follow or not). We will be providing templates soon. (follow or not). We will be providing templates soon. (see see next slide)next slide)

Twitter BasicsTwitter Basics

�� Your Tweets: Your Tweets:

�� Type into the Type into the ““WhatWhat’’s News New”” box upper leftbox upper left

�� 140 characters or less140 characters or less——125 is better to leave room for 125 is better to leave room for

““retweetingretweeting””

�� Can be viewed by anyone on the Internet (unless you protect Can be viewed by anyone on the Internet (unless you protect

your Tweetsyour Tweets--not recommended for biz)not recommended for biz)

�� Most likely to be seen by your followersMost likely to be seen by your followers

�� Also may be found by people searching for relevant terms Also may be found by people searching for relevant terms ““HACCHACC””

�� 55--10 Tweets a day is common for active users10 Tweets a day is common for active users

�� Timing Tweets with Timing Tweets with TweetdeckTweetdeck or or HootsuiteHootsuite is a good ideais a good idea

Twitter BasicsTwitter Basics

�� TimelineTimeline

�� Stream of Tweets from Stream of Tweets from TweepsTweeps you followyou follow

�� Fast moving stream if you follow a lot of peopleFast moving stream if you follow a lot of people

�� Expectations to respond or have read a Tweet only Expectations to respond or have read a Tweet only

comes in if they @ mention you comes in if they @ mention you

Twitter basicsTwitter basics

MentionsMentions

�� When someone references you in their tweet, with your handle, When someone references you in their tweet, with your handle, this is called a mention. It will show in your this is called a mention. It will show in your ““mentionmention”” stream stream on on Twitter.comTwitter.com..�� You generally should chime in promptly when someone mentions youYou generally should chime in promptly when someone mentions you. .

�� A mention starting w your handle, e.g. A mention starting w your handle, e.g. ““@@socialcapsocialcap you have you have great AmeriCorps membersgreat AmeriCorps members””, is considered an , is considered an ““@ reply@ reply”” or or message.message.�� This is a way of directing a tweet toward someone in particular,This is a way of directing a tweet toward someone in particular, but but

anyone on the web could see it (though it will only show in the anyone on the web could see it (though it will only show in the Twitter.comTwitter.com stream of people who are following both you & the person stream of people who are following both you & the person you are interacting with.you are interacting with.

�� So if you want reference someone in a way that maximizes people So if you want reference someone in a way that maximizes people who who see it, you should start with something other than their handle.see it, you should start with something other than their handle. E.g. E.g. ““Looking for the latest Dorchester news? Follow @Looking for the latest Dorchester news? Follow @mydorchestermydorchester””

Twitter basicsTwitter basics

�� RetweetsRetweets ““RTsRTs””

�� Shows you are sharing someone elseShows you are sharing someone else’’s contents content

�� Sharing good content from others (and providing Sharing good content from others (and providing

content people want to share) lies at the heart of content people want to share) lies at the heart of

Twitter.Twitter.

�� RTingRTing with comments even betterwith comments even better--youyou’’re adding re adding

more value.more value.

Retweeting with comments

Sharing in your own words, with “via”

##hashtagshashtags

�� Part of workshop in which David extols the Part of workshop in which David extols the

virtues of virtues of hashtagshashtags, explains and shows how , explains and shows how

they work, and discusses examples of why they they work, and discusses examples of why they

are important.are important.

�� TodayToday’’s s hashtaghashtag is #is #seCHNAseCHNA (not cap sensitive)(not cap sensitive)

More Twitter TipsMore Twitter Tips

�� Engage, donEngage, don’’t just push out marketing infot just push out marketing info

�� Be responsive to those who RT & mention youBe responsive to those who RT & mention you

�� To To ““talktalk”” directly to someone directly to someone �� Publicly: start your Tweet w their handle Publicly: start your Tweet w their handle

�� e.g. @HACC Great meeting tonight!e.g. @HACC Great meeting tonight!

�� Privately: use the Direct Message Privately: use the Direct Message ““DMDM”” functionfunction

�� Strive for at least 80% nonStrive for at least 80% non--selling messages. selling messages.

�� Lists become helpful when youLists become helpful when you’’re following re following hundreds or more.hundreds or more.

�� Use a tool like Use a tool like TweetDeckTweetDeck or or HootSuiteHootSuite

My Top Twitter TipsMy Top Twitter Tips

�� Determine the topics you are going to focus on.Determine the topics you are going to focus on.

�� TWEET! Engage, tweet. Tweet some more.TWEET! Engage, tweet. Tweet some more.

�� Tweet throughout your dayTweet throughout your day——find a good article, tweet it. At a find a good article, tweet it. At a meeting, tweet it. meeting, tweet it.

�� Follow generously, use lists & search feeds to keep closer eye oFollow generously, use lists & search feeds to keep closer eye on n key people/topics.key people/topics.�� Clean up your following accounts. I recommend Clean up your following accounts. I recommend manageflitter.commanageflitter.com

�� Use Use hashtagshashtags (but don(but don’’t overdue it, 1 or 2 per tweet is good).t overdue it, 1 or 2 per tweet is good).

�� Include a link in most tweets.Include a link in most tweets.

�� Reciprocate.Reciprocate.

�� Schedule your tweets, spread timing out (but know when you get Schedule your tweets, spread timing out (but know when you get most action)most action)……post your most important ones 5post your most important ones 5--10 times 10 times throughout the week.throughout the week.

Resources (public health/social Resources (public health/social

media)media)

�� Article on Boston Public Health campaign on Article on Boston Public Health campaign on

sexual health sexual health

http://http://abcnews.go.com/Health/Parenting/storabcnews.go.com/Health/Parenting/stor

y?idy?id=8251025&page=1#.T5arJ7PWZog=8251025&page=1#.T5arJ7PWZog

�� CDC social media CDC social media

http://http://www.cdc.gov/socialmediawww.cdc.gov/socialmedia//

Resources (gen social media)Resources (gen social media)

�� Bookmarks for Facebook articles/resources: Bookmarks for Facebook articles/resources: http://bit.ly/Jyyl2Shttp://bit.ly/Jyyl2S

�� Bookmarks for Twitter articles/resources: Bookmarks for Twitter articles/resources: http://bit.ly/nnlA5whttp://bit.ly/nnlA5w

�� Longer list of bookmarks for all social media: Longer list of bookmarks for all social media: http://http://bit.ly/ogEGRabit.ly/ogEGRa

�� The Nonprofit Facebook Guy The Nonprofit Facebook Guy http://http://www.johnhaydon.comwww.johnhaydon.com//

�� Beth Beth KanterKanter, co, co--author of The Networked Nonprofit author of The Networked Nonprofit http://http://www.bethkanter.orgwww.bethkanter.org//