Originally presented for CHNA (Community Health Network Area) 18, a local coalition of public, non-profit, and private sectors working together to build healthier communities in Massachusetts through community-based prevention planning and health promotion This workshop was designed to help familiarize participants with how social media (such as Facebook, Twitter, YouTube, and blogs) is being used on a routine basis to bolster existing communication and engagement strategies.

1. You, Version 2.0 Making Social Media Work for You Jodi Sperber, MSW, MPH Megan Weintraub, MA February 17, 2011

2. What we’ll cover You’re already doing it What makes social media different Thinking strategically Basic principles and types Examples of use Next steps

3. Before we go further… What initial questions do you have about this whole social media thing?

4. Question 1 Our organization has a website with blog, Twitter account, and Facebook page. To what extent should content be repeated across these platforms, versus used differently for different audiences?

5. Question 2 I have created a Facebook page for my organization using my personal account. How do I decouple it from my own account without losing the followers it already has?

6. What is different about social media? One Many

7. What is different about social media? One Many Many Many

8. Why is this important? Dramatic shift in how information is shared Barriers to participation have been greatly reduced Anyone has the chance to be heard With free tools and expanding platforms, creativity beats $$

10. Social Life of Health Information, Pew Internet and American Life, June 11, 2009. By Susannah Fox and Sydney Jones. Health is social 57% turn to Internet when they need info and assistance in dealing with health or medical issues. 60% say information found online affected a decision about how to treat an illness or condition. 56% say it changed their overall approach to maintaining their health or the health of someone they help take care of.

11. 53% - led them to ask a doctor new questions, or to get a second opinion from another doctor. 49% - changed the way they think about diet, exercise, or stress management. 38% - affected decision about whether to see a doctor. 38% - changed the way they cope with a chronic condition or manage pain. Health is social Social Life of Health Information, Pew Internet and American Life, June 11, 2009. By Susannah Fox and Sydney Jones.

12. Audience is key Use of mobile devices is rising Blacks and Latinos less likely to have broadband access at home, more likely to use mobile phones

13. Adapted from http://is.gd/cWWZ9

14. Adapted from http://is.gd/cWWZ9

15. Build a movement Strategy first! Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj

16. Build a movement Strategy first! Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj

17. Build a movement Strategy first! Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj

18. Build a movement Strategy first! Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj

19. Build a movement Strategy first! Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj

20. Build a movement Strategy first! Generate Buzz Create Content Engage Listen Crawl Walk Run Fly! Adapted from Beth Kanter, http://is.gd/cX1Dj

21. So…You’re New To This? Your skills apply! You can think/write/use a telephone All of your daily work skills are transferable. Persuasion, cajoling, consensus building

22. can find what works for you & your organization

23. www.youtube.com/watch?v=-Vo4M4u5Boc Failure IS an Option

24. How is it used?

25. “How we share information, find community, and both connect and disconnect will give us unprecedented influence over our place in the world.” (Deanna Zandt – Share This!)

26. To learn

27. To connect Peers/Staff Funders Volunteers Constituencies

28. To share experiences

29. To make “health thinking” fun and normative

30. To host a conversation

32. To showcase creativity

34. To gain support http://www.youtube.com/watch?v=grVeOqsm2D0

35. To get support Free! “I’ve been an alcoholic for several years now, and I’ve been told I have all the potential to win this, I just can’t break through the bouts of depression… Now I no longer feel alone when I fall into a rut… I hope this app can help others, as it has helped me.” “My sponsor there at the touch of a button when I need her. A lifesaver for me. An app to keep me on the right path. Thank you for my sobriety.”

36. To collaborate

37. To engage with stakeholders

38. “Google has been working to develop a better map of Haiti through its crowd sourced Map Maker application … encourages users to enhance Google Maps by adding street names, points of interests, and editing driving directions … Google said it had made all of its raw Map Maker data about Haiti available to the United Nations to aid in relief efforts.”1 To respond to events Maps: http://is.gd/cVuOH 1. PC World, 1/14/2010: Google Earth Reveals the Devastation in Haitihttp://is.gd/cVuSp

40. To be a source of information

41. To ask for feedback and express gratitude Ask questions of supporters and use answers to guide decisions Thank supporters publicly

42. Time to consider… It could be awesome! What are the ways social media could be useful to you and/or your organization? It could be awful… What are the major concerns about using social media within your organization?

43. Amplification & Speed This is what makes social media powerful, and what makes it potentially intimidating Just as you can promote something, others can use the same exact channels to do the same. Photo Credit: Obie Fernandez, via Creative Commons

44. Things you already offer Time Talent Your unique style

45. Ultimately, Strive to: Build credibility Develop networks Engage directly

46. Photo credit: The Washington Post Peeps Show IV

47. Technology is just a platform; it’s what people do with the technology that makes a difference. Photo credit: The Washington Post Peeps Show IV

48. We can all do this! Take one step… In the next 5-7 days: For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools For YOU: Try one new media tool to “listen” & use social media tools to connect. For all of us – as a NETWORK: Find and listen to your peers on-line Adapted from Dan Cohen, Full Court Press Communications, http://slidesha.re/dOFpnp