Social Media: Not To Be Confused With Social Marketing Workbook

Social
Media:
Not To Be
Confused
With Social
Marketing
Presenters:
The Caring for Every Child’s
Mental Health Campaign
Brandi Horton
Brittany Smith
Katie Van Dorn

September 2011

Caring for Every Child’s Mental Health

Developing a Social Media Strategy: The POST Approach

Social Media: Not To Be Confused With Social Marketing
Social marketing is at the heart of effective communications. We make the decision to reach out to
a group of people to encourage them to change the way they think or act about an issue in order to
reach our goals. When it comes to children’s mental health, we’re often trying to increase acceptance
of system of care values or raise awareness about the issues that exist in our communities. Yet, when
people talk about social media, we get distracted, ditch the strategy, and go straight for Facebook.
Developing and implementing an effective social media strategy follows the same guidelines as social
marketing. It is driven by your audience and is measurable. The following approach—POST, developed
by Forrester’s Research—can help you create your own social media strategy.
PEOPLE: A strong social media strategy starts with the audiences you are trying to reach in your
social marketing plan. The first step is understanding how they engage with social media. Find out their
comfort level online and their level of social media engagement. Are they creators, conversationalists,
critics, collectors, joiners, spectators, or inactives?
• Who is your target audience?
• How do the audiences you’ve selected engage with social media, are they joiners or spectators?
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OBJECTIVES: What are the measurable benchmarks that must be achieved for you to reach your goal?
While you may have social marketing objectives, consider those objectives specific to your social media
efforts like listening, talking, energizing, supporting, and embracing.
• What is your social marketing goal?
• What objectives do you need to meet to accomplish this goal?
• Based on these objectives, how do you want to engage with your intended audience?
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STRATEGY: Your actual strategy is the nuts and bolts of your social media outreach. It is important that
your strategy is closely managed by a social marketer and developed with support from families, youth,
and leadership within your organization.
• How do you want to engage your target audience?
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Communications Academy • September 2011


• What steps will you take to engage them?

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• Who needs to be involved in the process?
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• What challenges should I anticipate?
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• What are the benefits of this approach?
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• Are your objectives still appropriate? If not, revise them in this section.
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TECHNOLOGY: Identify the technologies you will use in your social media strategy based on your
audience, objectives, and strategy, rather than what is popular at the moment. Remember, social media
is not about technology, it’s about relationships.
Reference the “Social Media Tools You Can Use” handouts for outreach ideas.
In the chart below, list your target audiences, the online platforms they use and how they use them, and
the social media platform you will use in your outreach. Indicate if tools need to be developed to support
your outreach such as a blog or discussion forum.

Audience Platform Outreach

Resources: Research is available to help you better understand the online behaviors of the people
you are trying to reach. While broad, national research like this is never a replacement for data specific
to your audience, it can help you make informed decisions when there isn’t time or budget available to
support focus groups, surveys, or other activities.
Visit http://www.forrester.com/empowered/tool_consumer.html to get started.
The POST Method: A systematic approach to social strategy
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
How To Develop a Social Media Strategy: A Roadmap for Integration
http://veryofficialblog.com/2010/06/01/how-to-develop-a-social-media-strategy-a-roadmap-for-
integration/



Building an Inclusive Social Media Presence

The Digital Divide is Narrowing1
• Seventy-four percent of American adults use the Internet and 62 percent of Americans go online
daily.
• The most active group of Internet users is the 18-29 year-old segment—92 percent use the
internet.
• Overall, the majority of people have daily access to the Internet: 63 percent of whites, 49 percent
of African Americans, and 66 percent of Hispanics go online daily.
• Mobile matters, especially when reaching out to communities of color. Thirty percent of adults
send email from their handheld device, 69 percent send and receive text messages, and 34
percent go online.
• Among communities of color, texting is a preference with 78 percent of African Americans and
Hispanics sending and receiving text messages compared with 66 percent of whites; 39 percent
of African Americans and 43 percent of Hispanics going online compared with 30 percent
of whites; and 35 percent of African Americans and 36 percent of Hispanics sending email
compared with 27 percent of whites.
• Mobile access to online news is of particular importance to Hispanic audiences. Seventy-eight
percent of Hispanics get news online from their handheld device compared with 64 percent of
whites and 63 percent of African Americans.

Barriers to Online Information Still Exist
Despite the widespread availability of Internet access, there are many barriers that prevent people from
using and understanding the Internet fully, such as language or literacy levels, physical disabilities, lack
of technological capability or knowledge, and cultural differences.
As you plan your social media outreach activities, it is important to identify the unique needs of your
audience so that you can be sure your online activities reflect system of care values and overcome any
barriers that may be present. The key to understanding whether or not your audience will be able to
effectively engage with you online is understanding usability.
Usability is defined as an effective, efficient, satisfying relationship among a product or system, its users,
and what the user wants to accomplish. It is extremely important to keep usability in mind during all
stages of your online communications development.

Pew Internet & American Life Project. Online News, January 2010. http://www.pewinternet.org/Shared-Content/Data-
1

Sets/2010/January-2010--Online-News.aspx



There are some simple steps to take when you begin building an online communications effort that will

ensure that your audience will get the most out of what you are offering.
• Plan for usability testing and perform it as often as possible. Take time to have audiences
test what you’ve developed so they can tell you if it is easy to use and gets your message across
effectively. For example, determine whether your Web site can be viewed on PCs, Macs, mobile
phones, smartphones, and in multiple types of Internet browsers. You can recruit individuals
representative of your audience to test your online tools, or there are professionals for hire who
test usability.
• Use appropriate software for your audience. Not everyone in your audience has access to
the same hardware and software. At work, you might have a high-speed Internet connection
that allows you to download graphics and animation or open software very quickly. At home,
many users still have a slower connection or out-of-date hardware and software. Similarly, many
graphics, videos, and animation may not appear on a mobile device. Graphics, PDFs, sounds,
animation, and other items that need to be downloaded should be considered carefully before
posting online.
• Have a text-only version of your Web site or email. On a Web site, creating a text-only version
allows the visually impaired to still read the content using special software. The software also
searches for the links to these versions.
• Be sure your communication is accessible. People living with disabilities ranging from arthritis
to vision impairment can sometimes have challenges communicating online. It is important that
all Web-based communications tools be built with accessibility in mind to be sure that everyone
can have the same online experience. For more information on accessibility, visit www.usa.gov/
webcontent/accessibility/508compliant-and-accessible-multimedia.shtml.
• Post a link for downloading software (e.g., Flash, Adobe PDF). If you plan to include Flash
animation or PDF documents that require special software to view them, post a link to the site
where the user can easily download the software. Make sure you identify the kind of software
that will launch when the link is clicked so users know what to expect. If you must post a
downloadable item in PDF format, you should not only add a link to the Acrobat Reader site, but
also put a one- or two-sentence summary of the PDF under the link to it so that users can be
certain it contains what they want before they click through.
• Know your audience’s language preference. Interview members of your audience to find
out what language they would prefer to consume information in online. Be sure that your online
media presence is reflective of their preferences and that you have worked with someone in that
community to adapt the content to meet your audience’s linguistic needs.
• Understand what information your audience is comfortable accessing online. Respect the
cultural differences in the way we all consume information. Those with more exposure to the
Internet will likely be more comfortable sharing information and learning about children’s mental
health online. Before investing in social media, take time to learn from your audience about the
type of communication they feel is appropriate.



Writing for Social Media

When people go online, they tend to only scan Web sites. Few actually read content word-for-word.
Most people approach the Internet like any other research tool—looking only for information they need
to absorb at a particular point in time. And in social media, the tendency is amplified with 140-character
tweets and brief Facebook and blog posts.
While writing short tid-bits for the Web may seem like a piece of cake, it requires the same thoughtful
approach as offline writing if you want to make an impact with your audience.
To help you get the most out of your Web writing, follow these tips:
• Tell readers what they need to know upfront and fill in the details later. Introduce a new idea in
the first sentence of a paragraph, beginning with the familiar and then moving on to the particular.
• The Internet is about sharing. Write so others can modify and adapt your content for sharing in
their own social networks. Provide short paragraphs that can be quoted and short social media
messages that encourage sharing.
• Remember KISS—Keep It Short and Simple. This will facilitate sharing as well as convey key
points quickly and easily.
• Cut all of your content in half. If you’ve written one page, review it and cut it down to a half
page. Once you’ve cut out the extra words, it’s ready for its life online.
• Avoid using the passive voice.
• Avoid jargon or clichés.
• Make it personal. The Internet is one-to-one communication so use the first-person voice.
• Offer plenty of links, especially if you are using words that could be further defined or you want
to provide a credible source for your opinion. Whenever possible on blogs and social media, link
to more detailed content on your organization’s Web site.
• Use pictures and videos to tell your story. Information found online is more memorable when
accompanied by relevant visuals.
• Help readers scan your content by using varying case sizing, indentation, color, boldface type,
bullets, etc.
• Keep it current. Because the Internet is a living, breathing entity, readers expect Web content to
be fresh and relevant.
• Highlight new content; make sure it’s visible and easy to find.
• Put the most important information front and center. Don’t make users click extra links for key
content.
• Understand that every online platform—Web sites, blogs, microblogs, social networks, etc.—has
a different style, format, and etiquette. Write for each accordingly.
• Be a reliable source. A critical part of any organization’s online presence is its credibility.
• Try using language that is neutral. Even though online media is home to millions of opinions,
avoid language that is subjective, boastful, or exaggerated.



Measuring Online Success

There is no one-size-fits-all approach to measuring the effectiveness of your online communications.
Like all social marketing activities, efforts that occur online are unique to the goals you have established
for your organization. Compared with other social marketing efforts, however, working online presents
many opportunities to capture quantifiable data about your efforts. This information—often referred to
as analytics—can provide you with a clear picture of how well your efforts are working and allow you
identify continuous quality improvement strategies that can be implemented to improve outcomes.
The following are some best practices for monitoring your online outreach that can help you effectively
measure your progress and tailor your efforts as needed.

• Establish benchmarks. Similar to the measurable objectives you establish to measure the
success of your social marketing initiatives, benchmarks are quantifiable measures that allow
you to track success. Benchmarks may include improved search standing for your Web site,
increased reader engagement on your blog, or increased numbers of fans or followers on your
social media pages. While there are countless types of information you can gather, it is important
that you establish your benchmarks at the onset of your outreach to ensure accurate tracking.

• Track your progress. At the beginning of your effort, make sure to record key information
related to your benchmarks. This data is the foundation for ongoing tracking efforts and will tell
you whether or not you are succeeding.

• Listen to your audience. One of the most accurate ways to gather information about the
effectiveness of your online outreach efforts is to ask your audience what they think. As part of
your tracking efforts, identify opportunities to survey your audience about their experience when
engaging with your Web site, social media presences, blogs, or other online activities. Use their
feedback to make changes to your activities so you can better meet their needs. Doing this
periodically will help you determine whether the changes you are making are effective. Keep
in mind that you’ll want to check in with people who represent your audience in order to get
accurate information; surveying staff members when the intended audience for your outreach is
youth will not provide reliable results.

• Examine statistics. There are several free tools that can help you evaluate the effectiveness
of your online outreach by providing information about the people you are reaching and the time
they spend interacting with you online. Tools that can help you gather this information are listed
at the end of this section. The information you gather should support your benchmarks and may
include information about the sections of your Web site that are visited most; the amount of time
visitors spend on your Web site, on your Facebook page, or on your blog; how visitors are finding
you online; and how often people are reading information that you share.

• Understand your search standings. If you have a Web site, it’s likely that you have thought
about how to improve your search standing—or where you appear in the list of results when
people search the Internet for information. There are countless factors that influence your search
standings, but if you identify the key words you want associated with your organization you can
begin to track and improve your standing. Remember that search engine optimization—SEO—is



an organic process. Increasing the number of links to your Web site using social media and blogs

can help improve search. Posting content on your Web site in a searchable format (like HTML),
can help, too. Another suggestion: Work with your Web master to ensure that your Web site
descriptions and tags are reflective of the key words that matter to you. Monitoring your standing
and getting creative with ways to increase incoming traffic and frequently update content can
help you tremendously.

• Know your reach. While counting people only provides a small piece of the information pie
available for tracking your online outreach efforts, it is still important to keep track of the number
of people you are reaching. Used as a benchmark, measuring your reach can tell you simply
when your message is getting to more people. Sharing this information can also help others
understand the importance of communicating online. Some things to pay attention to include
visitors to your Web site and/or blog, the number of followers and retweets you have on Twitter,
how often your content is shared with others, fans of your Facebook page or members of your
Facebook group, and subscribers to your e-newsletter are just a few examples.

• Determine if your audience is engaged. Once you know the size of your audience, it is
arguably more important to know whether or not they are engaged. Just because you’ve reached
them, how do you know they have been motivated by the information you have provided? While
there are no simple ways to measure audience engagement, some things to watch for are
comments on a blog, amount of time spent on a Web site, retweets or shared information that
you have provided, and email forwards.

Online Measurement and Analytics Tools

• URL shortening services (bit.ly, tinyURL.com, HootSuite.com, etc.)

• Survey tools (SurveyMonkey.com, Zoomerang.com, etc.)

• Web metrics tools (Google Analytics–google.com/analytics, Facebook Insights–http://www.
facebook.com/help/search/?q=insights, Twitalyzer.com, etc.)

• Email software (ConstantContact.com, VerticalResponse.com, etc.)

Measuring online success handout
How To: Track Social Media Analytics
http://mashable.com/2009/04/19/social-media-analytics/

Monitoring Your Social Media Mentions
http://bx.businessweek.com/social-media-analytics/view?url=http%3A%2F%2Fwww.
compukol.com%2Fblog%2Fmonitoring-your-social-media-mentions%2F



Social Media Tools You Can Use: Twitter

What is Twitter?
• Twitter is a micro-blogging site.
• Users create a profile and post links, photos, and other content in 140 characters or less. A post
is called a “tweet.”
• Users “follow” others to see those their tweets.
• Users can share others’ posts—known as retweeting, mention other users in tweets, send private
messages to users that follow them, save favorite tweets, and create lists of their favorite users.

Who Uses Twitter?
• Twitter has nearly 200 million users.
• 54 percent of Twitter users are ages 25-44
and the average user is 39 years old.
• Nearly 13 percent of U.S. adults who are
online use Twitter.
• One in 10 African American internet users
now visit Twitter on a typical day—double the
rate for Latinos and nearly four times the rate
for whites.
• Twitter is used primarily by young
professionals to discuss current, real-time
issues including world events and business-
related topics.

Why Does Twitter Work?
• Creating an active Twitter presence can help
you engage with your audiences.
• Using Twitter to share links to content on your
Web site or blog can help increase traffic and
improve your search standings.
• It is especially useful for reaching an audience
that uses a handheld mobile device like a
smartphone. Smartphone users are twice as
likely as others to check Twitter regularly.
• Twitter is a phenomenal tool for crisis communications because it allows you to send rapid
response messages to a broad network of users.
1
http://www.bbc.co.uk/news/business-12889048
2
http://socialmediatoday.com/paulkiser/285851/who-uses-facebook-twitter-linkedin-myspace-4thq-1stq-stats-and-analysis
3
http://www.flowtown.com/blog/older-people-flocking-to-social-networks
4
http://pewinternet.org/%20Reports/2011/Twitter-Update-2011.aspx
5
ibid
6



What to Watch For

• You only have 140 characters to post your message, which means every word counts. It is
important to use URL shortening services like bit.ly or tinyURL.com to save space.
• The volume of tweets that are sent daily, an average of 200 million, can make it easy for your
message to be missed unless you’re frequently tweeting.
• Use hashtags—a word preceded by the hash symbol (#) that groups like content on Twitter–to
make it easier for people to find your messages.

How YOU Can Use Twitter
• Create a Twitter profile for your organization and use it to make connections with other like-
minded organizations and professionals and amplify the content on your Web site or blog.
• Identify a hashtag for your system of care and for community events you organize. This will help
group all of the Twitter messages about you or your event. Be sure to do a quick search to make
sure your hashtag isn’t already in use.
• Use free applications like Buffer (bufferapp.com), TweetDeck (www.tweetdeck.com), CoTweet
(cotweet.com) and Twilert (www.twilert.com) to manage your account. Using these tools you can
set up automatic updates, share administration duties, and monitor tweets.
• Create posting and content guidelines so that the types of content and the way the content is
displayed is consistent no matter who’s posting.

Analytics Tools
• When you create a hashtag use hashtags.org to track the frequency that the hashtag is tweeted.
• Regularly track retweets, mentions, and followers to get a picture of your reach on Twitter.
TweetStats.com can help with this. Remember, tweets don’t live forever. Capture this content
weekly to be sure it’s accurate.
• Twitalyzer.com is a tool that can help you understand your influence on Twitter, which can help
you illustrate the effectiveness of your outreach.

Resources
The Twitter Guide Book: http://mashable.com/guidebook/twitter/



Social Media Tools You Can Use: Facebook

What is Facebook?
• Facebook is a friend-based social network where users create profiles featuring information about
themselves and create a network by finding and adding “friends.”
• Users can upload photos, links, and videos to their profiles, and install applications that allow them to
play games and connect with other social media platforms such as Twitter and YouTube.
• Users connect with their friends by sending messages, “poking” them, posting messages to their
profile, commonly known as “posting on a wall,” and commenting on pictures and posts.
• Users are able to see what their friends are doing on Facebook through the News Feed, a real-time
display of updates within a user’s network of friends, groups, and pages. Users can customize this
feed to display friends they prefer.
• Organizations, companies, politicians, and causes can create a “Fan Page” or “Group” to organize
grassroots support and disseminate information.
• Web developers can customize Facebook Fan Pages and Groups and develop applications for use
within the social network.

Who Uses Facebook?
• There are currently 750 million users on Facebook.1
• Facebook reaches almost 57 percent of the people in the United States.2
• The majority of Facebook users—60 percent—are female.3
• The fastest growing group of Facebook users are over 65 years old.4

Source: Web Business by Ken Burbary,
www.kenburbary.com

Why Does Facebook Work?
• You can quickly create new relationships based on mutual interests. Often, people discover new
Facebook friends, pages, and groups based on recommendations of those in their network.

1
http://www.facebook.com/press/info.php?statistics
2
http://socialmediatoday.com/paulkiser/199133/social-media-3q-update-who-uses-facebook-twitter-linkedin-myspace
3
4
http://techcrunch.com/2011/02/01/facebook-averaged-almost-8-new-registrations-per-second-in-2010/



• Facebook allows you to easily update all of your stakeholders with news about your organization or

an activity that you want them to take part in.
• Facebook creates new opportunities to interact with your audience in a space that requires little
financial investment.

What to Watch For
• If you create a Fan Page or Group for your organization, it is important that the page be monitored
daily in order to create an engaging experience for your fans.
• Safety and privacy are two areas of concern for many Facebook users. It is important that
organizations have social media policies in place that provide guidance for social media use and that
individuals understand how to use privacy settings.

How YOU Can Use Facebook
• Create a “Fan Page” for your system of care community. On your page you can post information
about upcoming events, about the work your system of care does, and about children’s mental health.
This is a great place to engage, so be sure to interact with your audience.
• Create a Group and limit its membership to members in your system of care. This can become a
virtual space for collaboration and networking.
• Encourage colleagues within your system of care to create profiles and connect with partners,
members of the community, families, and youth.
• Engage members of your community—especially families and youth—to contribute content for your
Fan Page.
• Scan the news to find stories that would interest your fans and share them on your Fan Page. Google
offers tools that can help you monitor news such as alerts (www.google.com/alerts) and Google
Reader (www.google.com/reader).
• Use your smartphone to update your system of care Fan Page. Download the Facebook app and set up
alerts so you can keep track of activity and respond quickly, even when you’re away from a computer.

Analytics Tools
• Use the Facebook Insights dashboard to track activity on your Fan Page:
mashable.com/2010/09/03/facebook-insights-guide
• Keep track of your audience’s engagement by monitoring activity surrounding individual posts to your
Fan Page: www.socialmediaexaminer.com/how-to-measure-your-facebook-engagement
• Create a badge encouraging visitors to find you on Facebook and use Google Analytics (www.google.
com/analytics) to track the number of visitors who visit Facebook from your Web site.

Resources
The Shoestring Guide for Facebook Fans
http://socialmediatoday.com/ralphkooi/324352/shoestring-guide-facebook-fans

The 10 Facebook Privacy Settings You Need to Know
http://www.allfacebook.com/facebook-privacy-settings-2011-02

How to Create a Facebook Page
http://www.squidoo.com/facebookpage



Media Tools You Can Use: Blogs

A blog, or a Web log, is a type of Web site made up of individual journal entries or posts. Blogs often
feature the opinion of the author, but they can range in topics from restaurant reviews to local events
and news. They can also be valuable tools for raising awareness about children’s mental health.

How Does a Blog Work?
• A blog includes the author’s original thoughts and perspectives as well as links to other content,
pictures, and videos on the Web that may interest their readers.
• A blog can include posts from one author or a group of authors.
• A blog is usually public to everyone on the Internet, although privacy options are available.
• A blog needs to be maintained “regularly,” which is defined by the blog’s editor. It is important to
have a plan that dictates how often your blog will be updated, how many authors will contribute,
and what type of content you will publish.

Who is Blogging?
• Two-thirds of bloggers are male and 65 percent are ages 18-44.1
• Bloggers are more affluent and educated than the general population:2
ₒ 79 percent have college degrees and 43 percent have graduate degrees.
ₒ One-third has a household income of more than $75K.
ₒ One-quarter has a household income of more than $100K.

Who Reads Blogs?
• Thirty-three percent of Internet users (the equivalent of 24 percent of all adults) say they read
blogs. Eleven percent of Internet users read blogs daily.3
• Forty percent of readers say they agree with the views of the blogs they visit and their trust in
mainstream media is dropping.4
• Reporters monitor blogs for story ideas. A story that starts on a blog can become big news.

1
http://technorati.com/blogging/article/who-bloggers-brands-and-consumers-day/
2
ibid
3
http://www.pewinternet.org/Commentary/2008/July/New-numbers-for-blogging-and-blog-readership.aspx
4
http://technorati.com/blogging/article/state-of-the-blogosphere-2010-introduction/



Why Do Blogs Work?

• Blogs are free! While it does take time to maintain a good blog, the actual blog itself can be done
at no cost.
• Writing a blog allows you to bypass traditional media and tell your story your way. If you don’t
want to write your own blog, you may be able to contribute to a relevant blog’s content.
• Blogs allow your readers to give you feedback instantly in the comments section, which can help
you improve your message.
What to Watch For
• If you plan to start a blog, remember that you need a lot of content. This requires an investment
of time to organize authors, edit content, and write original posts. It helps if you invite authors that
your audience respects and admires.
• You will need to promote your blog. Just because you built it, doesn’t mean your readers will
come. Some easy ways to let readers know when you have new content on your blog: Set up
an RSS feed and post updates on social networking sites such as Facebook and LinkedIn or
promote content on Twitter.
• If you plan to work with other bloggers to tell your community’s story, take some time to get to
know their writing. Bloggers are opinionated, making it important to understand the opinion that
will color your story before you reach out.
How YOU Can Use Blogs
• Set up a blog for your system of care community using a free blogging platform like WordPress
(wordpress.org) or Blogger (www.blogger.com).
• Ask your Principal Investigator, influential stakeholders and partners, family members or youth—
authors your readers will connect with—if they would be interested in contributing content to a
blog. Establish guidelines for their writing so it is clear how often you would like them to post and
on what topics.
• Use videos and photos to add pizzazz to your blog posts. You can link to videos on YouTube and
use photos with a Creative Commons license on Flickr, or you can use your own. Always include
a credit for the videos and photos that you feature on your blog.
• Do interviews with community members and post them on the blog; highlight a new community
member each month.
• Open your blog to guests from your community that may want to contribute. Just like your regular
bloggers, members of your community might have an opinion to share that would add value to
your blog.
Analytics Tools
• Free blogging sites such as WordPress and Blogger come with analytics—or measurement
tools—built in.
• Insert Google Analytics (www.google.com/analytics/) to measure traffic, user activity, and other
trends on your blog. Google Analytics are free and user-friendly. Google provides instructions to
help you in the process.



Social Media Tools You Can Use: YouTube

What is YouTube?
• YouTube, which is owned by Google, is a place to discover, watch, upload and share videos.
• Users create an account and then upload videos to that account or to a channel they have
created. Users can ‘like’ videos, add comments, and embed videos into Web sites.
• Users without accounts can still watch videos and share or like videos.
• Over 3 billion videos are viewed a day.1

Who Uses YouTube?
• More than one-quarter of people who watch videos online say they watch or download video
from YouTube.2
• Nearly half of YouTube users are 25-44 years old.3
• Rural Internet users are now just as likely as users in urban and suburban areas to have used
online video-sharing Web sites like YouTube.4
• Communities of color who are online use video sharing Web sites like YouTube at higher rates
than their white counterparts, a consistent finding since 2006.5

Why Does YouTube Work?
• Video is a powerful story-telling tool, and with the availability and affordability of digital video
cameras, YouTube can help you spread your message far and wide.
• YouTube is an important tool to consider for search since it is now owned by Google. Adding
video content to YouTube and embedding those videos in your Web site can create additional
incoming links and improve your search standings.
• YouTube plays nice with others. It is easy to embed YouTube videos on your Facebook page,
Web site, and blog.

1
http://www.youtube.com/t/press_statistics
2
http://www.pewinternet.org/Reports/2007/Online-Video/03-The-Audience-for-Online-Video/
06-Half-of-young-adult-video-viewers-say-they-watch-video-on-YouTube.aspx
3
Ignite Social Media, 2011 Social Network Analysis Report. http://www.ignitesocialmedia.com/
social-media-stats/2011-social-network-analysis-report/
4
http://pewinternet.org/Reports/2011/Video-sharing-sites/Report.aspx
5
ibid



What to Watch For

• Like any social network, be aware that others can comment on your video. You will want to be
sure to monitor comments and have a plan for removing irrelevant and inappropriate content.
• Others can “borrow” your video and embed it in their own Web site or blog. Unless you make
your video private or unlisted, you can’t control who borrows your content.

How YOU Can Use YouTube
• Create interesting and engaging videos that tell the story of your system of care, address issues
related to sigma, or help you engage partners and other stakeholders. Create a YouTube channel
for your system of care’s videos.
• Embed your YouTube videos on social media sites such as Facebook and Twitter, or on a blog or
Web site. These videos can add a powerful voice to your online communications.
• Watch this video for ideas on how to get started with online video and YouTube: www.youtube.
com/watch?v=9U2BWA0QsYo

Analytics
• YouTube Insight (www.youtube.com/t/advertising_insight) allows users to track important
information such as views and popularity of videos, demographics of viewers, and the number of
times viewers rate or comment on your video.

Resources
8 Ways to Maximize Your YouTube Marketing Results
http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/



Social Media Tools You Can Use: LinkedIn

What is LinkedIn?
• LinkedIn is a social networking site for professionals.
• Users create and maintain a profile that includes a resume and recommendations from
colleagues.
• Users can make “connections” with colleagues and other professionals in their field.
• Users can join groups, post jobs, look for jobs, and “recommend” their colleagues.

Who Uses LinkedIn?
• LinkedIn has over 120 million users1 and the average user age is 44 years old.2
• 36 percent of users are between 25-34, with only 21 percent of users representing the 18-24 age
group.3
• LinkedIn is used primarily by older, male professionals to market themselves.4
• 92 percent of journalists have a LinkedIn account because it helps them easily connect with
sources.5

LinkedIn Users by Age

Source: ocialnomics, www.socialnomics.net/2011/03/28/
S
linkedin-hits-100-million-breakdown-by-country-graphic/

1
http://www.linkedin.com/
2
http://www.flowtown.com/blog/older-people-flocking-to-social-networks
3
http://www.socialnomics.net/2011/03/28/linkedin-hits-100-million-breakdown-by-country-graphic/
4
5
2011 Arketi Web Watch Media Survey, http://www.arketi.com/survey.html



Why Does LinkedIn Work?

• The nature of the network limits anonymous requests for connections. Each connection requires
users to provide specific details about the nature of your relationship.
• In turn, there are less spammers and scammers on LinkedIn, so you will be more likely to
connect with true stakeholders in your community.
• People are not as worried about privacy and safety on LinkedIn because it is a professional
group. By nature, the sharing of personal information is limited to career-oriented details on
LinkedIn.

What to Watch For
• It can be challenging to make new connections for the same reasons the network is good at
limiting anonymous connection requests. You must provide the email address of the individual
you want to connect with if you don’t know them personally.
• The administrator of a LinkedIn group must have an active profile on the social network.
• LinkedIn reaches professionals interested in industry information and professional networking.
Before investing in LinkedIn, be sure you have content that is relevant to this group.

How YOU Can Use LinkedIn
• Create and moderate a LinkedIn group for your system of care initiative. You can create a
private group for organizing and planning or a public group to engage with business leaders and
professionals in your community.
• Create a ‘Company’ page for your system of care if appropriate. This will allow other
professionals and potential partners to learn more about your system of care.
• Post job openings for positions at your system of care on LinkedIn to increase the number of
applicants.
• Share news items relevant to your system of care with your connections and in your group. You
can use Google Alerts (www.google.com/alerts) to find relevant news quickly.

Analytics
• Track group membership monthly to measure growth in your network.
• When sharing links to information, use URL shortening services like bit.ly or tinyURL.com to track
activity. If you create an account, you can begin to see trends over time.
• Create a badge encouraging visitors to find you on LinkedIn and use Google Analytics
(www.google.com/analytics) to track the number of visitors who visit LinkedIn from your Web site.

Resources
LinkedIn Guide for Beginners: http://www.box.net/shared/z1srecn736



Social Media Tools You Can Use: Resources

General Information
Pew Internet and American Life Project, Social Networking
http://www.pewinternet.org/topics/Social-Networking.aspx

Social Networking Sites and Our Lives
http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/
Part-2/Facebook-activities.aspx

AIDS.gov New Media Tools
http://aids.gov/using-new-media/tools/

Internet Privacy and Safety
Social Networking Sites: Safety Tips for Tweens and Teens
http://www.ftc.gov/bcp/edu/pubs/consumer/tech/tec14.shtm

Talking to Kids and Teens About Social Media and Sexting
http://www.aap.org/advocacy/releases/june09socialmedia.htm

Social Media and Youth
http://blog.tpronline.org/?p=1054

The 10 Facebook Privacy Settings You Need to Know
http://www.allfacebook.com/facebook-privacy-settings-2011-02

Social Media Information Web Sites
Social Media Examiner
http://www.socialmediaexaminer.com/

Social Media Today
http://socialmediatoday.com/

Mashable
http://mashable.com/


Social Media: Not To Be Confused With Social Marketing Workbook

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