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Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes
- 1. Presenters: Sherry LeCocq, Communications Coordinator Jason Melancon, Director of Media & Communications Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes
- 3. How to create a social media/content strategy to promote the work of institutes
- 5. Turns traditionally one-way communication into interactive dialogue
- 6. Offers reach, accessibility, usability and immediacy
- 10. Define your audience(s): Who do you want to reach/engage?
- 11. Identify your resources: staff time and funding if applicable
- 12. Identify which technologies are appropriate
- 14. Do you want to promote your organization and its work or do you have a health policy related cause?
- 15. Manage expectations related to public and key influencer interests
- 16. Tailor messages for Facebook and Twitter
- 18. Promotion Strategy Facebook Like other organizations on FB Share your new professional page on your personal page Directly suggest your page to personal networks Run Facebook ads Twitter Find and “follow” key individuals Pay it forward by retweeting Include Twitter handles in retweets to give due credit Use hashtags for specific topics (ex: #publichealth)
- 21. Facebook (SHLA and LPHI)
- 22. Twitter
- 23. Mobile Texting via Twitter
- 25. Provide current and relevant information that will help key leaders improve community health through healthy policies.
- 26. Occasionally mix in items that are more for intrinsic news/entertainment value.
- 28. Government (@CedricRichmond, @BruceonHealth, @HHSGov)
- 32. Stay Healthy La’s Social Media Plan
- 33. Social Media Planning Tool
- 34. Tips for using social media
- 37. Like Stay Healthy La on Facebook
- 38. Follow @StayHealthyLa on Twitter
- 41. Set a daily or lifetime budget
- 42. Adjust your budget at any time
- 45. If you want on ongoing communication with people, opt for a Page versus an Event
- 46. Utilize all real estate that allows descriptions of your organization
- 47. Be properly descriptive of your organization, but use terse, simple language.
- 48. Link your FB page to your website and vice versa
- 49. Designate admins to run the campaign/page
- 51. Ad impressions = >5,000,000
- 52. Prior to the ad launch 337 attended
- 53. 172 attendees resulted from the ad alone
- 54. 1070 people clicked on the ad, <1/5 converted to attending
- 55. HIV411’s page jumped from 433 “likes” to 546 = (+113)
- 56. Campaign ended with 730 attendees, 25 wall posts, 18 likes & 13 comments
- 57. Let’s Be Totally Clear Ad Campaign (within 1 week)
- 58. Fans jumped from 2775 to 4856
- 59. Active monthly users went from 3609 to 5457
Notes de l'éditeur
- Note about goals/objectives: Increase awareness is not a measurable goal, rather aim to increase interaction and improve brand perception. Note about Evaluation measures: While there are quantitative measures you can track for Evaluation purposes, it’s not necessarily about the # of followers, posts, likes, comments or retweets. It’s about providing relevant, quality content to key people willing to share your message with others. However, goals will dictate which measures are more important. For a health policy quantity could matter more because you may need to mobilize your followers to action.
- Layout a plan for individuals and organizations that would be good to like or follow on Twitter. They may be other health bloggers, political officials, faith based leaders or other influencers, members of the media or news channels. While you can’t guarantee that someone will follow you on either platform, the hope is that they will follow you in return on Twitter or follow your posts on Facebook.
- SHLA Background: Following Hurricanes Katrina and Rita LPHI partnered with the LA Dept of Health and Hospitals and the CDC to provide residents with important public health info while returning to affected areas. The campaign ran for 2 years then lay dormant for most of 2008. Since SHLA had some brand recognition associated with health information, we decided to relaunch it as a stand alone public health blog.
- Turn over to Jason for Facebook ad campaigns
- Slide place holder. Refer to NNPHI Facebook ad ppt.