This document discusses using social media to provide useful public health information. It outlines the goals of being useful on social media, including penetrating noise, nurturing loyalty and engaging audiences. Common pitfalls for public health organizations on social media are discussed, such as joining every platform without strategy or posting messages too slowly. The document advocates helping audiences rather than just telling them information, acting on social learning from listening and analytics, and being relevant in real-time. Examples are provided of how to frame health messages to be useful and engaging for audiences on social media.
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Healthy Conference Toronto 2013 - Using Social Media to be Useful
1. Using Social Media to be Useful
Presented by
Nicole Ghanie-Opondo, Argyle Communications
and Corey Desormeaux, Ottawa Fire Services
October 25, 2013
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3. Today’s learning goals:
• The public health unit’s journey into social
media
• Why be useful?
• How to be useful?
• YOU being useful.
3
4. Health messages are vital and
health organizations are a credible
source.
BUT…
People have lives, interests and
concerns of their own that may or
may not include our health goals.
Listening and acting on social
learning can create powerful and
more penetrative messages.
5. Public Health and Social Media in Ontario
• Leaders: TPH, OPH, Parenting in Peel
• Honourable mentions: MLHU, CKPHU,
Hamilton, Kingston
• Dominant platforms: FB, Twitter, YouTube
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8. Common public sector social media faux pas:
• Joining every social network
• Tortoise-esque speed
• Repurposing but not
repackaging messages
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9. Faux pas #1: Joining every social network
• Are your audiences there?
• How are they using the network?
• Is there a content strategy?
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10. Faux pas #2: Tortoise-esque speed
• Bureaucracy
• Discomfort with authenticity
• Naval-gazing
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11. Faux pas #3 – Repurposing but not
repackaging health messages
5 Tips for Writing health content for social
1.
2.
3.
4.
5.
Be personable
Ask questions
Don’t use text speak
Be alluring
Keep it dynamic
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12. Why be useful?
• To penetrate the noise
• To nurture loyalty
• To engage, learn and re-engage
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13. How to be useful
1. Helping, not telling
2. Acting on social learning
3. Being relevant in real-time
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20. Breast is best.
Use a condom.
Get your flu
shot.
Physical activity
improves your
health.
Apply sunscreen
liberally and
frequently.
Stop smoking.
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MLHU has done a great job of infotainment with their Flu Mama and the Adventures in Sex City Game
Corey
Lego is classic – it’s continued to have a die-hard followng as well as inspired new generations of lego lovers. It’s essence is always the same, these little yellow bricks that you unleash your imagination on, yet it reinvents itself constantly through strategic marketing – think star wars and olympicslego.
What are other health orgs doing? Big pharma? Non-profit? Global?
Another great example of providing self-serve info that leverages the interests of clients or consumers is the Car Seat Helper app by the Phonenix Children’s Hospital. If you’ve ever had the experience of standing amongst a million different kinds of car seats at the store, you’ll appreciate the youtility of this app. You enter your child’s height and weight and the car seat choices are demystified for you by the app’s info. Users can also access info on car seat facts and installation.
Google analyticsFB insightsIf your audience is interested in recipes, what do the sights look like that are popular for recipe seekers (Big Oven is one of my favourite apps)
http://www.youtube.com/watch?v=RfdZTZQvuCo
Build a campaign:MemeTweetsSuggested appTweet me your memes
Leaving you with a medium that has huge potential for usefulness and is an upward trendDr mike evansFood pornMemesTumblr – travyon, mikalya’s not impressed, campaign against the cuts to refugee healthInfographicsVideovines
