I gave this presentation during the April 2011 Community Action CalNeva Conference. My presentation focuses on strategies for organizations to implement peer-led social media campaigns addressing teen health and wellness. The presentation covers the program I created: The Sonoma County Peer Outreach Coalition. This program uses social media to outreach to teens about mental health and reduce the stigma of mental illness.
Special thanks to Rebecka Anderson who allowed permission to use several slides from one of her presentations.
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Peer led Social Media Strategies Community Action CalNeva Conference
1. +
Peer-Led Social
Media Strategies for
Promotion of
Wellness Among
Youth & Young Adults
Shana Friedman, M.A., PPSC
Community Action Partnership of
Sonoma County
2. +
Social media campaigns at
Community Action Partnership
3. +
In this presentation you will…
n Gain an understanding of what
social media is and why it is
valuable for addressing youth
health and at-risk behaviors
n Learn strategies for
implementing a social media
campaign for their own youth
programs
n Understand the benefits of a
peer-led campaign
n Learn about the Sonoma
County Peer Outreach Coalition
n Have an opportunity discuss
the social media campaigns
already in place at other
agencies
4. +
What is social media?
Facebook
Communicating
The Internet
Twitter
Blogging
Privacy
Social Networking
5. Wikipedia definition
of social media
"a term used to describe the type of media
that is based on conversation and interaction
between people online. Where media means
digital words, sounds & pictures which are
typically shared via the internet and the value
can be cultural, societal or even financial."
6. "a term used to describe the type of
media that is based on conversation
and interaction
between people online. Where media
means digital words, sounds &
pictures which
are typically shared via the internet
and the value can be cultural, societal
or even financial."
7.
8. In less than one week the Banff Squirrel was
viewed by millions of Internet users. Why?
9. +
How did so many people see this
photo?
• Content is KING
• Sharing tools included on the National Geographic
• Everyone can share content
10.
11.
12.
13.
14. +
What s the Value?
n Cultural?
n Societal?
n Financial?
It is a common misconception that
social media is purely for
entertainment or
procrastination. A University of
Melbourne study determined
that employees that periodically
check social media sites
throughout the workday are 9%
more productive than employees
who do not visit the sites.
In addition, social media is a
powerful tool that can be used to
reach large groups of people.
15. +
Why create a social media campaign
for your agency s youth program?
If you are trying to reach If you are trying to reach
teens and young adults, teens who come from low-
social media is an amazing income families, social
tool media becomes an even
better strategy
n 73% of all American teens
ages 12 to 17 use an onlineOver 80% of teens whose
n
social networking site families earn less that
$30,000 annually use online
n The average teenager (13-17) social networks
uses social media every
single day for 1 hour and 50
minutes
Source: Pew Research
16. +
Why create a social media campaign
for your agency s youth program?
If you are trying to provide Facebook is probably one of the
information about health or at- best tools you can use to develop
risks behaviors, social media is your campaign
once again a great method to use
in youth outreach n 29% of Facebook users are 18-25
years old
n 31% of all teens (12-17) search for
general health, dieting, or physical n 11% of Facebook users are 13-17
fitness information years old
n 17% Search for "sensitive" health
information (sexual health,
substance abuse, mental health)
n 85% of “millennials” (age 18-33)
search for health information online
Source: Pew Research
17. +
Other benefits of social media
n (Usually) Inexpensive
n Responsibilities can be easily
shared by a team
n Easy to track statistics and
measure success via built in tools
or 3rd party applications
18. +
Sonoma County Peer Outreach Coalition
n MHSA PEI - Grant funded program
n Peer-led campaign aimed at
transitional-aged youth
n Social media AND community
outreach are used to reach youth
n Our goal is to promote awareness
of mental health issue and to
reduce the stigma of mental illness
20. +
Step 1: Planning your Campaign
n Our
deliverables include creating a campaign that will
promote mental health awareness and reduce stigma
surrounding mental illness.
n We decided our approach would be to develop a campaign
with an integrated health approach and focus on all topics
that impact teen mental health.
For your program: Think about your program s purpose or
mission. What are you trying to accomplish? This is the time
to develop the goals of your campaign.
21. What is a Campaign?
a campaign is a marketing effort
to sell, promote, raise awareness
22. What is a Social Media Campaign?
A social media campaign is
marketing "X" USING social media.
23. +
What is your social media campaign
marketing?
l Asocial media campaign
is marketing X using
social media
l The
purpose of your
page (your cause) = X
l For
the Peer Outreach
Coalition, our X is
mental health awareness
and reducing stigma
24. +
Step 2: Setting goals
Once we defined our X , we set out to develop a strategy to reach the
goals set by our scope of work. We have three goals and a final
outcome:
n A MySpace site with 200 friends by 6/30/11
n A Twitter account with 100 followers and 300 tweets by 6/30/11
n 3
Public-Service Announcement style videos about teen mental
health issues to post on YouTube
n Final
outcome: 60% of teens completing an online quiz will have an
increased knowledge of teen mental health issues.
For your program: Once you know what your X is, then you determine
a strategy to reach your X.
To determine a strategy, it is best to develop small, measurable goals.
25. +
Goals
n Our goals needed some adjustment
n To reach our goals, we needed to recruit youth to manage the
campaign
26. +
Step 3: Recruitment
n Recruited 12 youth initially
n Recruitment performed at high schools, the local junior
college and university, as well as fair and festivals for youth
n Networked heavily with school counselors since they often
work with youth who need community service or volunteer
hours
n Outreached to local health clinic with youth volunteers and
local LGBTQQI teen center
27. +
Step 3: Recruitment (cont.)
n Diverse group (socioeconomic status, sexual orientation,
race, gender)
n Interest in mental health, teen health and wellness
n Above average knowledge about social media, the Internet,
and technology
For your program: Try to get youth volunteers from a wide
variety of schools and agencies. Think about your program s
goals, mission, purpose and try to get youth who have skills
and interests that align with your program. Be careful about
recruiting overcommitted youth!
28. +
Step 4: Training
n Hired a social media consultant to enrich our knowledge of
social media. The consultant conducted a 3 hour training for
the recruited youth and staff
n Youth also participated in several training sessions about
mental health, wellness, and other issues impacting teen
health
n Each month, youth (called Peer Leaders ) attend a monthly
mandatory meeting designed to enrich their knowledge of
teen health and wellness. Guest speakers have come from
hospitals, group homes, LGBTQQI teen center. Trainings
have included suicide prevention skills and team building
activities
29. +
Step 4: Training (cont.)
For your program: Monthly meetings are a great way to bring
the team together face-to-face instead of online.
n Discuss what is/isn t working
n New best practices in social media
n Enrich youth knowledge of your campaign topic
For example: Your X is a campaign to reduce underage drinking.
Guest speakers could include:
n Law enforcement
n Local businesses that are committing to not sell alcohol to minors
n Drug and alcohol abuse recovery center
30. +
Step 5: Set up and manage your
social media sites
n Peer Outreach Coalition sites were set up prior to the first
training
n Facebook, MySpace, Twitter, a blog, and a website
n Once sites were set up, we discussed best practices in
managing the sites and set up an appropriate posting
schedule
For your program: You have many decisions to make. You will
need to consider
n Your target audience demographics
n The current social media best practices
n Your X
n Your available resources
31. +
The Two Most Important Components
of Your Peer-Led Social Media Strategy
People Time
32. +
People One person can run a campaign,
but it is more effective if the
responsibility is shared. It s
also a lot more fun for the youth
involved!
n Security: if
one person loses
access others can come to the
rescue
n Variety: multiple
individuals
bring fresh ideas and
enthusiasm to the campaign
n Stability: If
one person leaves
the group (or moves on to a new
job) others know how to run the
campaign.
n Reliability: If
someone is ill or
on vacation, there is always
someone to serve as back up
33. +
Time
It takes time to make a
campaign a success!
n Differentsocial media sites
may gather a fan base at
different rates
n Certain
sites require more
maintenance, and more of a
personal time commitment,
than others
Consider your resources!
If time and volunteers for
your campaign are limited,
your campaign may be need
to initially be very limited.
35. +
Why Facebook?
l Facebook.com was the most
visited website during 2010,
passing Google s search page
for the first time
l Facebook is used more than any
other social media site by teens
and young adults
l A Facebook page is easily
administrated by multiple
individuals
l Built in statistics make measuring
success easy
36. +
Profiles vs. Pages vs. Groups
Profile Group
Connect with friends Represents a cause or idea
Share photos/videos No customization
Join Groups Limited messaging
Send messages Some private, some public
Fan Pages Wall
37. +
Profiles vs. Pages vs. Groups
(cont.)
Community Pages Facebook Pages
The Unofficial Page The Official Page
Represents a topic or Represents an organization
experience
Customized user experience
Owned collectively by the
community Target Updates
Content from Wikipedia Wall and FanBox
All public and searchable
39. + What makes media social?
What make social media successful?
l Content is KING
l Media becomes social when
it involves a conversation
l Conversation is one of the
ways to tell if you are
actually reaching your
audience
l Yourfollowers will
communicate and let you
know if they like what you
are posting…or if they don t
like it at all!
40. +
Measuring Success
l # of likes, comments
l Amount of participation on
your page
l Built in tools on your
Facebook page: Facebook
Insights
l Surveys measuring interest
(Survey Monkey)
41. +
Discussion time
If you currently have a social If you want to start a social media
media campaign… campaign….
n Tell your group about your n What sort of campaign would
campaign you like to create?
n How many people run the n What is your target audience?
campaign? How much time is
spent on the campaign each n Define your X
week?
n What will be some of the
n What is working well? challenges at your agency in
creating this campaign?
n What have been some
challenges? n What questions do you have?
42. +
How are most nonprofits using
Facebook?
According to the 2011 Nonprofit Technology Network Survey,
the most nonprofits are just getting started using social
media.
For every 1,000 e-mail subscribers, the average nonprofit has:
§ 110 Facebook fans ( Likes )
§ 19 Twitter followers
The good news is that there is still room to grow!
43. +
Privacy Considerations
It is imperative you learn how to
control the privacy settings on
your personal Facebook profile
l If
you are a page administrator
and your Facebook account is
accessed by someone else, you
could lose control of your page
l Onceyou begin using Facebook
professionally, you may start
getting contacted via Facebook
by colleagues
45. +
Next Steps…
Once you have kicked off
your social media campaign,
you can start to branch into
other social media
l Twitter
l Blogging
l Website
All of these will require
maintenance with requires
time and people
46. +
Final words…
§ Planning and training are critical to the success of your
campaign
§ Social media takes time and people
§ Quality is always more important than quantity
§ If time and resources are limited, stick to Facebook and
create a page (not a profile or group)
§ Learn how to set your privacy settings
§ Stay up-to-date with the latest social media research
