During this webinar, you will hear from social media strategists from USAGov and Salud America! They will share with attendees their experience coordinating and managing bilingual Twitter Chats. You will learn what is the best way to get started, how to choose the best topic and promote the chat, when it’s a good idea to partner with other organizations and how to measure success.

1. #SomosSocial:
Twitter Chats – How to
Do Them Effectively

2. 11,700,000+
U.S. Hispanics on Twitter
Sources: Twitter / DB5 / Ahzul, Hispanic User Profile, 2014; *U.S. Census, 2010;
**Selig Center of Multicultural Economy Report, 2012; ***U.S. Twitter Users by Race/Ethnicity,
eMarketer, 2014

3. 24%Of Twitter users are Hispanic
43%Prefer to tweet in English AND in Spanish
81%Of Hispanic users access Twitter through a mobile device

4. ¡Sí!
Digitally Savvy!
■ Hispanics make up 24% of Twitter users
an over index on Twitter usage by 30%
■ 81% of users check Twitter at least one a day
versus 76% of general users
■ 81% check Twitter at least once a day
■ 61% tweet at least once a day Sources: Twitter / DB5 / Ahzul, Hispanic User Profile, 2014; *U.S. Census, 2010; **Selig Center of
Multicultural Economy Report, 2012; ***U.S. Twitter Users by Race/Ethnicity, eMarketer, 2014

5. What We’ll Cover
How to:
1. Fulfill your mission to do outreach
2. Identify key topics for your audience
3. Decide language elements
4. Build partnerships
5. Contact influencers
6. Measure your efforts

6. 1.
Planning
When a Twitter chat is a good idea

7. Choosing A Hashtag
1. Easy to Remember
2. Make It Unique
3. Short

8. Choosing A Topic
1. Launch of a new campaign
2. Relevant Topics
3. Know Your Audience
4. Know Your Partners

9. Choosing Partners
1. Research
2. Relevant Partners
3. Experts /
Influencers On the Topic

10. Set the Time
1. Find a Time That’s Suitable
For Your Audience / Partners
1. Make the Time Clear
2. Promote; Promote; Promote

11. 2.
Content and Questions
Focus on top themes

12. Anticipate Questions
Preparation is always key
1. Be ready to answer questions live; have resources
ready
2. Have questions and answers prepared
3. Look at what questions people are asking about the
subject you’re intending to cover

13. Leverage Your Data and Audience
Ideas:
■ Look at what’s performed well or what
topics are really popular for your audience
■ Ask your audience what they’d like to learn
more about
■ Research an angle that’s not already being
covered widely
■ Leverage hashtags being used

14. 3.
Partnering and Influencers
When it’s a good idea

15. Jumping on Opportunities

16. 4.
Language
English? Spanish? “Spanglish”?

17. SpanglishEnglish Spanish
Mix Matching Hashtags and Language

18. 5.
Execution
Make it count

19. Coordination
1. Pick a topic and hashtag -
preferably unique unless
this is part of a larger
effort
2. Write out anticipated
questions and answer
them.
3. Figure out whom will
answer what questions.
4. Draft messages that
include your hashtag that
drive traffic to your site.
Communication
1. Promotion messages via
social media channels,
from a feature on our
website, via e-mail
2. Make a conference call
line available to discuss
any technical issues or
other topics during the
chat.
3. Monitor for questions
from the public or
influencers.
Post Lessons
Learned
■ Regroup to discuss chat and
what could be improved in
the future
■ Take inventory of which
tweets and topics did well
and what resonated
■ Take note of who
participated
Three Critical Components

20. Images
At the heart of every
successful campaign. Pro
tip: include partners or tag
them on Twitter
All Campaigns Should Feature Images People Can Share

21. Examples of Promotion

22. Examples of Promotion

23. 5.
Metrics
Measuring Impact

24. Salud Today

25. The Data

26. The Data

27. “

28. Twitter Chat Storify + Promotion
Use data to inform our
content and social
media strategy
Content Lifecycle

29. Content Lifecycle
Why Storify is a great way to
recap a Twitter chat and
archive your tweets for future
content ideas.
https://storify.com/saludtoda
y

30. What we learn and apply
Some things resonate, some things don’t.
That’s OK!

31. Topics @GobiernoUSA and @USagov Has Covered
Health
#Asegúrate
#Enroll365
#GetCovered
#HHMSalud
#NMHM15Storm
#OurSalud
#SaludTues
#YesSalud
Consumer
#NCPW
#FTCcharla
#midinero
Benefits
#SSACharla
#OurSalud
#Vivienda
Voter
Registration
#VoteUSA
#HHMA
#HazteCiudadano

32. Topics @SaludToday Has Covered
Health
#SaludTues
Latino obesity—#BetterFood
Latino obesity—#HealthierSchools
Latino obesity—#ActiveSpaces
Latino obesity—#SugaryDrinks
Latino obesity—#FoodMarketing
Health disparities
Diabetes
Cancer
HIV/AIDS
Parkinson’s Disease

33. Results of ACA and Cervical Cancer Chat #OurSalud

34. Other Key Takeaways to Keep in
Mind
Stay:
CONSISTENT - don’t send tweets every three days or when you have a chat, send
something at least every day
CULTURALLY RELEVANT - don’t literally translate something
ON MESSAGE - it builds trust, don’t suddenly switch from informal to formal use if
you’re using Spanish.
FOCUSED - send people to a good experience, try not to mix URLs. Unless you let
them know the info is only available in English then say “en inglés”
IN TOUCH - with your partners and influencers and of course...your audience!

35. Thanks!
Any questions?
You can find us at:
victoria.wales@gsa.gov
ValenzuelaCA@uthscsa.edu
@USAgov @GobiernoUSA @SaludToday

36. Credits
Special thanks to all the people who made and released
these awesome resources for free:
■ Presentation template by SlidesCarnival
■ Photographs by Unsplash