CBHC 2014: Mental Health and Social Media

SOCIAL MEDIA & MENTAL HEALTH /
CBHC CONFERENCE 2014
@Cactus_Mike /cactusmike #CBHCConference

Text
Cactus © 2010 All Rights Reserved.
OVERVIEW
• Why social media matters
• Mental Health Conversation in Social Media
• Social Media for Mental Health Professionals
• Social Media for Mental Health Organizations

UNITED STATES ARE ACTIVE
IN SOCIAL MEDIA
Text
73PERCENT OF ONLINE ADULTS IN THE

27
PERCENT
41PERCENT
Of Facebook
users login
every day
Of Twitter
users login
every day

3 MOST PEOPLE ARE
NO MORE THAN 3
FEET FROM THEIR
MOBILE DEVICES
AT ANY TIME
FEET

Digital Surgeons®. (2010, October 8). Social demographics 2010: A fresh look at Facebook
and Twitter. Message posted: http://www.digitalsurgeons.com/blog/design/
socialdemographics-2010-a-fresh-look-at-facebookand-twitter/
4OUT1 0
OF
PEOPLE CHECK
SOCIAL MEDIA
BEFORE GETTING
DRESSED OR EATING
BREAKFAST

SOCIAL MEDIA CONVERSATION ABOUT
MENTAL HEALTH OVER 1 YEAR - NATIONAL
Net Sentiment / Passion over 1 year

CONVERSATION OVERVIEW
75
MILLION
MENTIONS
211
BILLION
IMPRESSIONS

Text
NET SENTIMENT
-47
PERCENT
on a scale of -100 to +100

Text
NET PASSION
+33
PERCENT
on a scale of -100 to +100

Text
65PERCENT
OF ALL DIGITAL CONVERSATIONS
AROUND MENTAL HEALTH OCCUR
AMONG THE GENERAL PUBLIC, WITH
A LARGE PORTION LOOKING FOR
ADVICE & SUPPORT

Text
?
There are widespread
misconceptions about mental
health, stigma and recovery

Text
Twitter Chats / Communities are great places for
professionals and organizations to gather and
engage

Professional
organizations have found
traction on Facebook,
but most mental health
professionals who are
active in social media are
connecting via Twitter
Text

MENTAL HEALTH CONVERSATIONS - 1 YEAR /
Text
Robin Williams

Text
WHERE PEOPLE ARE ENGAGING
Twitter 90%
Facebook 7%
Reddit.com 1%
CNN.com 1%
foros.expansion.com <1%
scribd.com <1%
plus.google.com <1%
topix.com <1%
forumhtc.ru <1%
psychforums.com <1%

Text
WHAT PEOPLE ARE SAYING
39%
Sharing Feelings
14%
Looking for Help Self
25%
Research / Trends / News
10%
Professionals (Peer to Peer)
12%
Looking for Help Others

Text
WHAT PEOPLE ARE SAYING
39%
Sharing Feelings
14%
25%
10%
12%
65% Of all conversations in
social media about
mental health are
people sharing their
feelings or looking for
help and advice

SO WHAT EXACTLY ARE
PEOPLE SAYING?

Text
IN OUR CONNECTED WORLD, PEOPLE FEEL
INCREASINGLY ISOLATED

Text
THEY ARE
STRUGGLING
@jpearce: No one
can explain how I
feel right now, I
feel so numb:(

Text
Can't sleep.
Feel quite
isolated and
alone the past
few days.
#todaysucks

Text
THEY ARE
LOOKING FOR
ADVICE ONLINE
• @oliviajpearce: No one
can explain how I feel
right now, I feel so
numb:(
“I am now 38 years
old, I am looking for a
discussion board to talk
about my depression
because my husband
has decided not to be
my support to
encourage me to get
better.”

Text
FOR THEMSELVES
• Think I need help but don’t know where to go. I have
panic attacks, fatigue, insomnia, i get twitches in my
neck and hands, completely random mood swings, it
is destroying my confidence. I am at a low point, i’m
looking to get help but have no idea where to go.
Where should I go? What should I do?
-Danny

Text
FOR THEIR LOVED ONES
A family member of mine is determined he doesn’t want to be alive and has
made attempts to end his life. He cuts and stabs himself with knives, pens,
whatever is to hand. Just took him to hospital yet again tonight, BUT no one
will help him. The dressed his wounds and sent him home. My family can’t
keep going through this. I just don’t know what to do. Please help.

Text
SOME GET ADVICE
FROM FRIENDS

Text
SOME FIND IT IN FORUMS

Text
MANY GET ADVICE FROM COMMUNITIES

BUT MANY
PEOPLE
DON’T WANT
TO TALK
ABOUT IT
@MorganBenedict: i’m
getting sick and tired of
'mental illness' as an
excuse for all of this.
Text

Text
NOT TO MENTION THE STIGMA
• Lynda Sorenson said she took a math class with Loughner last summer at Pima
Community College's Northwest campus and told the Arizona Daily Star he was
"obviously very disturbed." "He disrupted class frequently with nonsensical
outbursts," she said.
Excerpt from a story following the shooting of Rep. Gabby Giffords

Text
OFTEN FUELED BY THE MEDIA
The very fact that headlines and articles about mental illness paint a sad, bleak and
despondent picture unconsciously cause even the well meaning to shy away from
the negativity portrayed. This negativity could make people reluctant and even
fearful about approaching the subject.

Text
OR THOSE LOOKING TO PROFIT

Text
WHAT ABOUT THE OTHER 35%?
39%
Sharing Feelings
14%
25%
10%
12%
35% Of all conversations are
driven by news,
research, trends,
education and
professionals

Text
PROFESSIONALS / PEER-TO-PEER

Text
MOST COMMON HASHTAGS

ENGAGING IN SOCIAL MEDIA
AS A MENTAL HEALTH
PROFESSIONAL

10
PRINCIPLES
OF SOCIAL MEIDA ENGAGEMENT

THE TEN PRINCIPLES /
1
LISTEN
The most important first step you can take in social media is to listen before
you “speak.” Social media offers a unique window into the lives of
colleagues, customers, and influentials, but only if you don’t talk over the
opportunity. No one likes that guy. Adhering to a “listen-first” mantra will
help you can gain valuable insights that inform how – or even if – you want
to engage.

2
BE AUTHENTIC
The era of online anonymity is over. Social media demands honest,
transparent, and authentic participation. Social networks are human
networks – so don’t be afraid to share about your hobbies, travels, and
even weekend adventures (to the extent that sharing this information is
comfortable with you personally and doesn’t run counter to the
company’s culture and values.)

3
BE CONSISTENT
When cultivating your social media presence, be consistent about the
information contained in your profile and the content you share. If possible,
establish brand guidelines for individual and group participation within your
company so that you can build trust with and recognition from others
whether you are on Twitter, Facebook or blog comment sections.

4
BE GRACIOUS
Applauding the good work of others and thanking others for their support
are the cornerstones of any good community on or offline. Whether it is
citing a source with a link in a blog post, retweeting or giving a “shout
out,” be sure to credit and thank the original creator.

5
BE TRANSPARENT
Letting your online audiences know that you work as a mental health
professional is essential if you are tweeting, blogging or posting favorably
about your organization or practive. A great way to do this is filling out your
Twitter bio with a brief line about your affiliation, as well as including your
employer on your Facebook and LinkedIn profiles.
NOTE: Due the potential implications of dual relationships, it is
recommended that you pay particular attention to privacy settings and
keep in mind that tweets are public.

6
KNOW YOUR BOUNDARIES
Don’t share confidential information about your company, clients,
colleagues, partners, or competitors. If it is a boundary anywhere else, it
is a boundary in social media.

7
BE POSITIVE
Don’t criticize your company, clients, colleagues, partners, or competitors.
What you post in social media is there forever, so remember what mama
told you: “If you don’t have something nice to say, don’t say anything at
all.” Ok, so you can offer constructive criticism, you can share your
opinion, just don’t be mean, vindictive or evil about it.

8
DON’T BE A JERK
Don’t spread rumors or false information about your company, clients,
colleagues, partners, or competitors. You wouldn’t do it IRL (that is geek-speak
for In Real Life), so don’t do it online.

9
RESPECT PEOPLE’S PRIVACY
Don’t reveal personal information about any of your colleagues, like
tweeting that the girl in accounting got dumped or posting photos of your
rambunctious coworkers from the holiday party to Facebook or Flickr
without their permission. Think about it this way, if you have any inkling of
a reservation about posting something, check first. Now is a good time to
remember number 8: Don’t be a jerk.

10
DON’T LIE
Don’t misrepresent yourself or your company. Every action
online is, at some level, traceable, so make sure the content that
you are creating and impressions you are leaving, no matter how
big or how small, are accurate and honest

Text
TWITTER CHATS & COMMUNITIES
• #endstigma,
• #worldmentalhealthday
• #psychiatry
• #psych
• #nimhgov
• #mentalillness
• #mentalhealth
• #autism
• #Recoverychat
• #Physchiatrist
• #mentalIllness
• #mhsm

SPEAKING OF NETWORKING AND HASHTAGS...
#CBHCConference
@Cactus_Mike @CBHC_News

ENGAGING IN SOCIAL MEDIA
AS A MENTAL HEALTH
ORGANIZATION

CONTENT: RULE OF THIRDS
of posts should be engaging with followers, responding to
comments, liking photos and updates, retweeting, thanking,
answering questions, etc.
of posts should be sharing news, trends, stories about your
partners, etc.
of posts should be about you, your products, promotions, etc.
⅓
⅓
⅓

ROLE OF CONTENT
Content is the engine that drives the social media machine. Planning out
content will help ensure that you remains consistent and relevant in the social
sphere. When developing an editorial calendar, consider:
Text
• What are you sharing? Is it in line with your brand?
• Why are you sharing? What is your goal? Is it something your peers, consumers,
supporter or funders would find interesting?
• How are you sharing it / encouraging sharing? Is it easy for others to share?
Would you want to share it with others?
• Where are you sharing it? Is this meant for a specific platform / audience, or
across all platforms?
• When are you sharing it? Is there social relevance?

Text
PLATFORM APPROPRIATE POSTING
Every social media platform has unique characteristics and audiences
• Consider how people consume information-
• Blogs: Integrated stories, long format stories, conversations through comments
• Twitter: Quick updates, Teases, Headlines, Links, Coupons, Promotions
• Facebook: Status Updates, Photos, Videos, Links, Stories, Events
• YouTube: Videos
• Instagram: Inspiring, Provocative or Entertaining images

Text
THINGS TO KEEP IN MIND
• The 1% rule: 1% of a brand’s followers drive the majority of social media
involvement
• Identify super users through frequency of posts, tweets, comments, etc. and
potential super users on blogs, forums, etc.-
• Cultivate super users by giving them exclusive content or early access to
events and information
• Keep the Conversation Going: Try to end posts / tweets with a question to
drive conversation, or simply create posts that seek input from your followers
• The most effective social media campaigns are supported in the real world -
everything you do in the real world can drive traffic and engagement to social
media, and vice versa

SO WHY SHOULD ORGANIZATIONS
ENGAGE IN SOCIAL MEDIA?
OPPORTUNITIES & BEST PRACTICES

Text
WHY SHOULD ORGANIZATIONS ENGAGE IN
SOCIAL MEDIA?
• General Awareness
• Promote Events
• Communicate with Donors / Foundations / Supporters
• Thought Leadership
• Employee Recruitment
• Fight Stigma

Text

Text
BELL LET’S TALK ANALYSIS

SOCIAL CONVERSATION AROUND
MENTAL HEALTH FOLLOWING THE
NEWTOWN SHOOTINGS

240000
192000
144000
96000
48000
0
“Mental Health” OR “Mental Illness” OR “Mentally Ill”
12/14 - Newtown
11/1/12 12/1/12 1/1/13 2/1/13
Popularity
1/16 - Obama
Announcement on Gun
Control / Mental Health
Funding

800000
600000
400000
200000
0
When mentioned
separate from gun
related terms,
mental health sees
much higher
favorability
Dec 10, 2012 Dec 14, 2012 Dec 18, 2012 Dec 22, 2012 Dec 26, 2012 Dec 30, 2012 Jan 3, 2013 Jan 7, 2013 Jan 11, 2013 Jan 15, 2013 Jan 19, 2013 Jan 23, 2013 Jan 27, 2013 Jan 31, 2013
Mental Health, Mental Illness, Mentally Ill
Gun Control, NRA
Both
Mentioned
with gun
control
Mentioned
separate from
gun control

Text
THE POST-NEWTOWN CONVERSATION ON
MENTAL HEALTH
• After the Newtown shootings, the conversation on mental health
and illness was inevitably linked to gun control
• Good opportunity to join in and discuss mental health treatment
as a positive
• Most people separate the issues, but the conversation overlaps
in some cases which affects sentiment about mental health
• Mental Health organizations had an opportuntiy to take a stance
on gun control in relation to mental health and find inroads to
the conversation

Text
WHY SHOULD ORGANIZATIONS ENGAGE IN
SOCIAL MEDIA?
• General Awareness
• Donors / Foundations / Supporters
• Thought Leaders
• Employee Recruitment
• Fight Stigma
• Help People

USING SOCIAL MEDIA TO
ADDRESS MENTAL HEALTH
AN EXAMPLE

MAN THERAPY /
DR. RICH MAHOGANY
mantherapy.org

view Man Therapy videos at mantherapy.org

Text
KEY TAKEAWAYS
• 65% of all digital conversations around mental health occur among the general
public, with a large portion looking for advice and support
• There are widespread misconceptions about mental health, stigma and
recovery
• Professional organizations have found traction on Facebook, but most mental
health professionals who are active in social media are connecting via Twitter
• Twitter Chats / Communities are great places for professionals and
organizations to gather and engage

THANK YOU
`
@Cactus_Mike /cactusmike #CBHCConference

CBHC 2014: Mental Health and Social Media

Recommandé

Recommandé

Contenu connexe

En vedette

En vedette (9)

Dernier

Dernier (20)

CBHC 2014: Mental Health and Social Media