Let's Get Social: Let's Get Social:

Social Media 201 for Social Media 201 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?

AgendaAgenda

�� Benefits of social media Benefits of social media

platformsplatforms

�� Planning for social Planning for social

successsuccess

�� Facebook hands onFacebook hands on

�� Twitter hands onTwitter hands on

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……

Facebook benefitsFacebook benefits

�� 900+ billion users!900+ billion users!

�� Leverages existing social ties (and relationships Leverages existing social ties (and relationships

your org has)your org has)

�� Visual appealVisual appeal

�� Ease of use (especially for the basics needs of a Ease of use (especially for the basics needs of a

typical user)typical user)

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/

Cautions re: FacebookCautions re: Facebook

�� Based on friend relationships; not as open to Based on friend relationships; not as open to

reaching general public as other platformsreaching general public as other platforms

�� Page engagement drop since timelines.Page engagement drop since timelines.

�� The typical Facebook page post only gets into The typical Facebook page post only gets into

16% of newsfeeds.16% of newsfeeds.

�� Strategy & work required to do better than 16%!Strategy & work required to do better than 16%!

�� Basic use fairly easy, but various settings, Basic use fairly easy, but various settings,

frequent changes, etc. can get complicated.frequent changes, etc. can get complicated.

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

�� Way to find content to share elsewhereWay to find content to share elsewhere

�� DynamicDynamic——lost bird storylost bird story

�� Why I tweet Why I tweet bit.ly/tJTDSLbit.ly/tJTDSL

LinkedInLinkedIn

�� Especially good for accessing particular contactsEspecially good for accessing particular contacts

�� Groups can be useful.Groups can be useful.

�� The The ““messagemessage”” function is also very useful & function is also very useful &

underutilized. underutilized. E.gE.g““I sent a batch of 50 messages while writing this. Within 2 minutI sent a batch of 50 messages while writing this. Within 2 minutes of sending the message, the es of sending the message, the

message had shared withmessage had shared with 3,553 more people on Twitter,3,553 more people on Twitter, thanks to Tweets thanks to Tweets

byby @mimio00@mimio00,,@good2gether@good2gether and SCI alumand SCI alum @@kmcconkiekmcconkie (3 more Tweets came in within the (3 more Tweets came in within the

hour, but I think you get the point).hour, but I think you get the point).””

http://www.davidbcrowley.com/2012/01/19/7http://www.davidbcrowley.com/2012/01/19/7--tipstips--forfor--leveragingleveraging--linkedinlinkedin--messages/messages/

Blogging/Your websiteBlogging/Your website

�� More control over formatMore control over format

�� Better place for more detailed informationBetter place for more detailed information

�� LongLong--term storage (tags & categories)term storage (tags & categories)

New Kids on the BlockNew Kids on the Block

Planning Planning

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

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

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

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

�� Show content planning templatesShow content planning templates

Spend a few minutes thinking about your answers to theseSpend a few minutes thinking about your answers to these..

Leveraging FacebookLeveraging Facebook

�� #1 Post photos and videos! Most shared content.#1 Post photos and videos! Most shared 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 own friend that can leverage their own friend relationshpsrelationshps

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

�� Ask contacts to like your page via email, LinkedIn, etc.Ask contacts to like your page via email, LinkedIn, etc.

�� Put your Facebook address on print materials.Put your Facebook address on print materials.

Move on to the hands on demo & practice hereMove on to the hands on demo & practice here

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. your page in the new newsfeed. PriotizesPriotizes (in order)(in order)

1)1) SharesShares

2)2) CommentsComments

3)3) LikesLikes

Strategies for Interaction & GrowthStrategies for Interaction & Growth

�� Review your insights (or a neighbors)Review your insights (or a neighbors)

�� Discuss: what post got the most interaction for Discuss: what post got the most interaction for

you. Why? What items didnyou. Why? What items didn’’t get much t get much

interaction?interaction?

�� What could you do to get more interaction? Try What could you do to get more interaction? Try

something...something...

Facebook page Facebook page adminsadmins: :

not to do list!not to do list!

�� Contact info or promotions in your cover photoContact info or promotions in your cover photo

�� Run promotions using the regular Facebook Run promotions using the regular Facebook

page features (like this, share this, etc.). Need to page features (like this, share this, etc.). Need to

use a separate app.use a separate app.

�� More not to dos: More not to dos: http://www.marketinggum.com/whathttp://www.marketinggum.com/what--youyou--cannotcannot--dodo--

onon--facebookfacebook--pagepage--adminsadmins--readread--thesethese--rules/rules/

Other Facebook questions?Other Facebook questions?

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)

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 meeting, tweet find a good article, tweet it. At a meeting, tweet it. it.

�� Follow generously, use lists & search feeds to keep closer eye oFollow generously, use lists & search feeds to keep closer eye on key n key people/topics.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 mSchedule your tweets, spread timing out (but know when you get most ost action)action)……post your most important ones 5post your most important ones 5--10 times throughout the week.10 times throughout the week.

�� 16 tips on building your following base 16 tips on building your following base http://www.davidbcrowley.com/2012/04/17/sweethttp://www.davidbcrowley.com/2012/04/17/sweet--1616--tipstips--toto--buildbuild--youryour--twittertwitter--following/following/

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

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: http://bit.ly/Jyyl2SBookmarks for Facebook articles/resources: http://bit.ly/Jyyl2S

�� Bookmarks for Twitter articles/resources: http://bit.ly/nnlA5wBookmarks for Twitter articles/resources: http://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//

�� http://http://www.davidbcrowley.comwww.davidbcrowley.com/tag/social/tag/social--media/media/