Presentation made by Sidney Maxwell Public Relations to the Illinois Public Health Association's social media conference on January 11, 2012.

1. The Confluence of Public Health
& Social Media
Presented to the Illinois Public Health Association
January 11, 2012

2. Overview
I. Introduction
II. What Is Social Media?
III. Why Does Social Media Matter?
IV. What to Know Before Getting Started
V. Suggested Social Media Platforms
VI. Suggested Implementation
VII. ―Shark Tank‖
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3. Is public health engaged in ―social media‖—
or ―wallflower media?‖

4. Many Public Health & Non-Profit
Initiatives Are Wallflowers
• They join networks, but wait for people to find them
• They don‘t engage with followers or constituents
• They don‘t seek out partnerships or alliances
• They go back to their marketing comfort zone, but they don‘t reap
the results
– Typically, they focus on awareness or sales messages
– They don‘t emphasize the right kind of education messages
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5. Was this ad an early form of social media?

6. Your Goal
Don‘t just come to the dance;
find others to dance with.

7. What Is Social Media?
• A definition of marketing
– The exchange of goods and services
• A definition of social marketing
– Engaging in communications to facilitate a desired exchange
Traditional Marketing Social Media Marketing
Dominate the market Create a community
Shout out loud Listen, then whisper
―Me, me, me‖ ―Us, us, us‖
Push the product, service Pull in people with your message
Advertising Word of mouth
Control Allow
Pursue ‗leads‘ Nurture relationships

8. A simple definition
Using Web-based and mobile technologies that facilitate
communications exchanges into interactive dialogue.

9. What Is Social Media?
Option 1—Facebook & Google, Centers of the Universe

10. What Is Social Media?
Option 2—A Universe of Options

11. Why Does Social Media Matter?
• Your competition is there
– Direct and indirect
– They are using it more than ―once a week‖
– They are integrating it into daily operations
• Organizations are using it to leverage donations, commitment
and participation
• You don‘t need to buy space to use it
• You‘re using it and you don‘t even know it
– e.g., Amazon.com reviews

12. What To Know Before Getting Started
Building Blocks for Favorable Engagement
End product judged
by other members
based on previous
steps. The network
perceives high
Evolves from trust members
activity in the as influencers
network, tone and
Profile deepens quality of Trust
with connections, engagement
content, group
Description, associations
summary of
Reputation
individual,
business Identity
Profile

13. What to Know Before Getting Started
Ask Smart Questions
• Who is on the receiving end of my messages? Patients?
Doctors? Government officials? Do they need me now or do
they need me later?
• Where are these people online?
• What are my organization‘s goals? How can I influence
conversations to meet these goals?
• Who will lead your social media marketing efforts?
• Is the organization prepared for the time and commitment to
building our community?

14. What to Know Before Getting Started
Where Does Social Media Fit In Your “Marketing Mix?”
• Brand/Advertising
– Look, feel and tone
• Public relations
– Message, education and
reputation
• Development communications
• Web site
– SEO, SMO

15. Facebook
• The most popular social networking service out there
– ―Giving people the power to share and make the world more open
and connected.‖
– Facebook has nearly 800 MILLION active users
• Users may create a personal profile, add other users as friends
and exchange messages, including automatic notifications when
they update their profile
• Users may join common interest user groups
– Applications available for donations, e.g., ―Donate‖
• Great for warehousing a lot of content in one simple ―package‖

17. Blogging
• An online journal or diary
– Make your ideas and opinions ―human sounding‖
• Archived by time
• An easy way to get introduced to social media
– The ―my mother rule‖ of social media
• Ideal for generating discussions

19. LinkedIn
• The world‘s largest professional network
– Over 130 million members, growing rapidly
• LinkedIn can be a means to connect to public health
executives and decision makers
– LinkedIn is not for ―crowds‖
– http://learn.linkedin.com/non-profits/
– Posting questions, providing answers
• LinkedIn‘s power
– Allows for sharing ideas, resources
– Business affiliations
– Groups

21. YouTube
• YouTube is a video sharing Web site where users can upload
and share videos
• Ideal for showcasing events, speeches, and professional
presentations
– Great recruitment tool
– Multiple videos can be shared through the creation of a channel
– Ideal for segmentation
• YouTube is among the top four search engines
– Why shouldn‘t you be there?

23. Twitter
• A real-time information network that connects users to the
latest information about what they find interesting
– Find public streams, follow conversations
• Tweets
– 140 characters in length
– Think in headlines, not stories
– Embed information through links, videos, pictures
• Some people never tweet, they simply use Twitter as a way to
get the latest information on their interests
– Public health alerts

25. Suggested Implementation

26. Suggested Implementation
Create A Social Media Policy…
…and have people sign off that they will adhere to it
• Clarify what constitutes as social media content
• Tone, frequency, grammar, etc.
• Determine and communicate your organization‘s attitude
toward social media to as many people as possible
– Will everyone be welcomed to be a part of ―the dance?‖
– What are the goals you seek to accomplish?
• Determine who owns the strategy and execution
– Suggestion—a three-pronged social media committee led by
Executive Director, Marketing and ―on the street‖ leadership

27. Suggested Implementation
Create A Social Media Policy…
• Establish rules of engagement
– Off-limit topics and professionalism
• Make training available
• Have a crisis plan
– Public health emergencies (H1N1)
– Adverse conversations about your organization
– Government advocacy and intervention

28. Suggested Implementation
Develop A Content Schedule
• Mapping out information will help you determine several
components of social media
– ―Do we have a lot to say? Are we relevant?‖
– Level of frequency
• Content can come in the form of other people thinking or
saying what your organization believes in
– Social media = Engage conversations
– ―Retweets‖
• Schedule can coincide with other parts of your operations
– Health fairs
– Events/health screenings
– Speeches
– Volunteer/staff recruitment

29. Suggested Implementation
Start Joining Conversations
• Start with one or two platforms and/or channels
• Listen to conversations for a short time
• Create, optimize profiles
• Identify, join and engage groups
• Contribute regularly with value-added content
– Avoid sales pitches as much as possible
• Be helpful, professional, proactive and responsive

30. Suggested Implementation
Monitoring Your Performance
• Monitor what is being said about your cause and organization
– Listen to ―buzz‖ to inform future content, message development
– Can also track related ailments and health issues
• Free tools
– Google Analytics
– SocialOomph.com
– CoTweet
• Premium tools
– Radian6
– Sysmos

31. Suggested Resources

32. ―Shark Tank‖
Take any public health initiative
and discuss how you would showcase it
using social media.
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33. Thank you.
Michael Shmarak
Sidney Maxwell
www.sidneymaxwell.com
michael.shmarak@sidneymaxwell.com
312.661.9999
@SidMaxPR, @shmaraksmpr Twitter
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