The following presentation was made

1. The C l uence of Publ i c H t h
onf eal
& Soci al M a (#M C
edi H 2012)
Pr esent ed t o t he
2012 M nor i t y H t h C er ence
i eal onf
Apr i l 5, 2012

2. O vi ew
ver
I. I nt r oduct i on
II. W hat I s Soci al M a?
edi
III. W D
hy oes Soci al M a M t er ?
edi at
IV. W hat t o Know Bef or e G t i ng St ar t ed
et
V. Suggest ed Soci al M a Pl at f or m
edi s
VI. Suggest ed I m em at i on
pl ent
VII. ‚Shar k Tank‛
2

3. I s publ i c heal t h engaged i n ‚soci al
m a‛„
edi
or ‚w l f l ow m a?‛
al er edi

4. Many Publ i c H t h & N
eal on-
Pr of i t I ni t i at i ves Ar e
W l f l ow s
al er
“ They j oi n net w ks, but w t f or peopl e t o f i nd t hem
or ai
“ They don’t engage w t h f ol l ow s or const i t uent s
i er
“ They don’t seek out par t ner shi ps or al l i ances
“ They go back t o t hei r m ket i ng com or t zone, but
ar f
t hey don’t r eap t he r esul t s
” Typi cal l y, t hey f ocus on aw eness or sal es m
ar essages
” They don’t em phasi ze t he r i ght ki nd of educat i on
messages
4

5. W t hi s ad an ear l y f or m of soci al
as
m a?
edi

6. Your G oal
D on’t j ust com t o t he
e
dance;
f i nd ot her s t o dance w t h.
i

7. What I s Soci al M a?
edi
“ A def i ni t i on of m ket i ng
ar
” The exchange of goods and ser vi ces
“ A def i ni t i on of soci al m ket i ng
ar
” Engagi ng i n com uni cat i ons t o f aci l i t at e a desi r ed
m
exchange
Tr adi t i onal M ket i ng
ar Soci al M a M ket i ng
edi ar
D i nat e t he m ket
om ar C eat e a com uni t y
r m
Shout out l oud Li st en, t hen w sper
hi
‚M m m
e, e, e‛ ‚U us, us‛
s,
Push t he pr oduct , ser vi ce Pul l i n peopl e w t h your m
i essage
Adver t i si ng W d of m h
or out
C r ol
ont Al l ow
Pur sue ‘l eads’ N t ur e r el at i onshi ps
ur

8. A si m e def i ni t i on
pl
U ng W
si eb-based and m l e t echnol ogi es t hat
obi
f aci l i t at e com uni cat i ons exchanges i nt o
m
i nt er act i ve di al ogue.

9. What I s Soci al M a?
edi
O i on 1„The C er s of t he U ver se
pt ent ni

10. What I s Soci al M a?
edi
O i on 2„A U ver se of O i ons
pt ni pt

11. W D
hy oes Soci al M a M t er ?
edi at
“ Your com i t i on i s t her e
pet
” D r ect and i ndi r ect
i
” They ar e usi ng i t m e t han ‚once a w
or eek‛
” They ar e i nt egr at i ng i t i nt o dai l y oper at i ons
“ O gani zat i ons ar e usi ng i t t o l ever age donat i ons,
r
com i t m
m ent and par t i ci pat i on
“ You don’t need t o buy space t o use i t
“ You’r e usi ng i t and you don’t even know i t
” e.g., Amazon.com r evi ews

12. What To Know Bef or e G t i ng
et
St ar t ed
Bui l di ng Bl ocks f or Favor abl e Engagem j udged
ent
End pr oduct
by ot her m ber s
em
based on pr evi ous
st eps. The net w k
or
per cei ves hi gh
Evol ves f r om t r ust m ber s
em
act i vi t y i n t he as i nf l uencer s
net w k, t one and
or
Pr of i l e qual i t y of Tr ust
deepens w t h
i engagem ent
connect i ons,
Descr i pt i on, cont ent , gr oup
sum ar y of
m
Reput at i o
associ at i ons
i ndi vi dual , n
busi ness I dent i t
y
Pr of i l e

13. What t o Know Bef or e G t i ng
et
St ar t ed
Ask Sm t Q
ar uest i ons
“ W i s on t he r ecei vi ng end of m m
ho y essages?
Pat i ent s? D or s? G
oct over nment of f i ci al s? Do
t hey need m now or do t hey need m l at er ?
e e
“ W e ar e t hese peopl e onl i ne?
her
“ W hat ar e m or gani zat i on’s goal s? H can I
y ow
i nf l uence conver sat i ons t o m eet t hese goal s?
“ W w l l l ead your soci al m a m ket i ng
ho i edi ar
ef f or t s?
“ I s t he or gani zat i on pr epar ed f or t he t i m and
e
com i t m
m ent t o bui l di ng our com uni t y?
m

14. What t o Know Bef or e G t i ng
et
St ar t ed
W e D
her oes Soci al M a Fi t I n Your
edi
‚M ket i ng M x?‛
ar i
“ Br and/Adver t i si ng
” Look, f eel and t one
“ Publ i c r el at i ons
” M essage, educat i on and
r eput at i on
“ Devel opm /gover nm
ent ent
com uni cat i ons/r el at i ons
m
“ W si t e
eb
” SEO sear ch
,

15. Facebook
“ The m ost popul ar soci al net w ki ng ser vi ce out
or
t her e
” ‚G vi ng peopl e t he pow t o shar e and m
i er ake t he w l d
or
m e open and connect ed.‛
or
” Facebook has near l y 800 M LLI O act i ve user s
I N
“ U s m cr eat e a per sonal pr of i l e, add ot her
ser ay
user s as f r i ends and exchange m essages, i ncl udi ng
aut om i c not i f i cat i ons w
at hen t hey updat e t hei r
pr of i l e
“ U s m j oi n com on i nt er est user gr oups
ser ay m
” Appl i cat i ons avai l abl e f or donat i ons, e.g., ‚Donat e‛
“ G eat f or w ehousi ng a l ot of cont ent i n one
r ar
si m e ‚package‛
pl

17. Bl oggi ng
“ An onl i ne j our nal or di ar y
”Make your i deas and opi ni ons ‚hum soundi ng‛
an
“ Ar chi ved by t i me
“ An easy w t o get i nt r oduced t o soci al m a
ay edi
” The ‚m m her r ul e‛ of soci al m a
y ot edi
“ I deal f or gener at i ng di scussi ons

19. Li nkedI n
“ The w l d’s l ar gest pr of essi onal net w k
or or
”Over 130 m l l i on m ber s, gr ow ng r api dl y
i em i
“ Li nkedI n can be a m eans t o connect t o publ i c
heal t h execut i ves and deci si on maker s
” Li nkedI n i s not f or ‚cr ow ds‛
” ht t p://l ear n.l i nkedi n.com/non-pr of i t s/
” Post i ng quest i ons, pr ovi di ng answ ser
“ Li nkedI n’s power
” Al l ow f or shar i ng i deas, r esour ces
s
” Busi ness af f i l i at i ons
” G oups
r

21. YouTube
“ YouTube i s a vi deo shar i ng W si t e w e user s
eb her
can upl oad and shar e vi deos
“ I deal f or show casi ng event s, speeches, and
pr of essi onal pr esent at i ons
” G eat r ecr ui t m
r ent t ool
” M t i pl e vi deos can be shar ed t hr ough t he cr eat i on
ul
of a channel
” I deal f or segm at i on
ent
“ YouTube i s among t he t op f our sear ch engi nes
” W shoul dn’t you be t her e?
hy

23. Tw t t er
i
“ A r eal -t i m i nf or m i on net w k t hat connect s
e at or
user s t o t he l at est i nf or m i on about w
at hat t hey
f i nd i nt er est i ng
” Fi nd publ i c st r eam f ol l ow conver sat i ons
s,
“ Tw s
eet
” 140 char act er s i n l engt h
” Thi nk i n headl i nes, not st or i es
” Embed i nf or m i on t hr ough l i nks, vi deos, pi ct ur es
at
“ Som peopl e never t w , t hey si m y use Tw t t er
e eet pl i
as a w t o get t he l at est i nf or m i on on t hei r
ay at
i nt er est s
” Publ i c heal t h al er t s

25. Suggest ed I m em at i on
pl ent

26. Suggest ed I m em at i on
pl ent
Create A Social Media Policy…
…and have peopl e si gn of f t hat t hey w l l adher e t o
i
it
“ C ar i f y w
l hat const i t ut es as soci al m a cont ent
edi
“ Tone, f r equency, gr am ar , et c.
m
“ D er m ne and com uni cat e your or gani zat i on’s
et i m
at t i t ude t ow d soci al m a t o as m
ar edi any peopl e as
possi bl e
” W l l ever yone be w com t o be a par t of ‚t he
i el ed
dance?‛
” What ar e t he goal s you seek t o accom i sh?
pl
“ D er m ne w ow t he st r at egy and execut i on
et i ho ns
” Suggest i on„a t hr ee-pr onged soci al m a com i t t ee
edi m
l ed by Execut i ve D r ect or , M ket i ng and ‚on t he
i ar

27. Suggest ed I m em at i on
pl ent
Create A Social Media Policy…
“ Est abl i sh r ul es of engagement
” O f -l i m t t opi cs and pr of essi onal i sm
f i
“ Make t r ai ni ng avai l abl e
“ Have a cr i si s pl an
” Publ i c heal t h em genci es (H 1)
er 1N
” Adver se conver sat i ons about your or gani zat i on
” Gover nm ent advocacy and i nt er vent i on

28. Suggest ed I m em at i on
pl ent
Devel op A C ent Schedul e
ont
“ Mappi ng out i nf or m i on w l l hel p you det er m ne
at i i
sever al component s of soci al m aedi
” ‚D w have a l ot t o say? Ar e w r el evant ?‛
o e e
” Level of f r equency
“ C ent can com i n t he f or m of ot her peopl e
ont e
t hi nki ng or sayi ng what your or gani zat i on
bel i eves i n
” Soci al m a = Engage conver sat i ons
edi
” ‚R w s‛
et eet
“ Schedul e can coi nci de w t h ot her par t s of your
i
oper at i ons
” H t h f ai r s
eal
” Event s/heal t h scr eeni ngs
” Speeches
” Vol unt eer /st af f r ecr ui t ment

29. Suggest ed I m em at i on
pl ent
St ar t Joi ni ng Conver sat i ons
“ St ar t w t h one or t w pl at f or m and/or channel s
i o s
“ Li st en t o conver sat i ons f or a shor t t i me
“ C eat e, opt i m ze pr of i l es
r i
“ I dent i f y, j oi n and engage gr oups
“ C r i but e r egul ar l y w t h val ue-added cont ent
ont i
” Avoi d sal es pi t ches as much as possi bl e
“ Be hel pf ul , pr of essi onal , pr oact i ve and r esponsi ve

30. Suggest ed I m em at i on
pl ent
M t or i ng Your Per f or m
oni ance
“ M t or w
oni hat i s bei ng sai d about your cause and
or gani zat i on
” Li st en t o ‚buzz‛ t o i nf or m f ut ur e cont ent , message
devel opm ent
” C al so t r ack r el at ed ai l m s and heal t h i ssues
an ent
“ Fr ee t ool s
” Googl e Anal yt i cs
” Soci al O ph.com
om
” C eet
oTw
“ Pr em um t ool s
i
” R an6
adi
” Sysmos

31. Suggest ed Resour ces

32. ‚Shar k Tank‛
Take any publ i c heal t h i ni t i at i ve
and di scuss how you w d show
oul case i t
usi ng soci al m a.
edi
32

33. Thank you.
M chael Shm ak
i ar
m chael .shm ak@si dneym el l .com
i ar axw
312.661.9999
@shm aksm
ar pr Tw t t er
i
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