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1. NIATX/SAASHow to Use Social Media and Measure its effectiveness Claire Celsi The Public Relations Project, LLC Des Moines, Iowa
2. Claire Celsi Public Relations & Social Media Blogger: www.publicrelationsprincess.com Public Relations Counsel Social Media Strategy Crisis Management Media Training Message Management News Junkie
3. What is Social Media? Simply put… “Social media is people building relationships online”
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5. More than 2/3 of all Internet users in the U.S. have at least one social media account.
6. Twitter now has 190 million users, and generates 65 million tweets daily.
7. Linked In now has 70 million members.Source: http://econsultancy.com/blog/6205-revised-mind-blowing-social-media-statistics-revisited-and-20+-more
50. Measurement – Monitoring Tools Paid Ca Free Radian 6 Alterian Viral Heat ListenLogic Biz360 Google Alerts Trackur Search.Twitter.com Social Mention Facebook Search Blogpulse
51. Metrics And Measurements Actively friend and follow (x) per week Engagement and feedback Blogger interaction/comments Change in tone/tenor of media coverage Links in and out and blogroll Mentions on other blogs and in the media Increase in awareness of key messages
52. Social Media Channels Repurpose existing video Create topical messages, information on addiction and treatment Refer to videos using Facebook and Twitter Testimonials abundant online Number two search engine behind Google
59. Crisis Management To put out a social media fire, use social media water!
60. Content Creation Blogging is the most effective method of creating content, publishing content and getting the attention of search engines Use an editorial calendar to plan and manage blog content Take advantage of topical news stories Use Hootsuite to manage Twitter content Facebook can replicate and amplify efforts
61. Confidentiality Social media is just a tool All the normal HIPAA rules apply You’re not talking about individuals who are in treatment, rather issues, information Use testimonials carefully and with disclaimers Involve your legal team early and often Remove questionable/controversial content upon request
62. Confidentiality Social media policy should contain: Best practices Recommendations HIPAA reminders Approval process If you’re in doubt, don’t post it Be professional
63. What Does Success Look Like? Depends on your objectives…. Create awareness Community resource More treatment referrals Showcase leadership More media coverage Higher-quality applicants Higher recovery rate
65. Options for Treatment/Support Groups Facebook private groups Ning: Read this: http://networkedblogs.com/5LpIV Online journaling using private blogs Skype Mobile check in via text or Twitter
66. Spread Your Influence Guest blogging Blogroll (Linking to each other) Friend, follow and interact with each other Set and follow a schedule of friending and following health care professionals in your community Hold community events together
67. Selecting a Social Media Consultant Experience in other communications disciplines, especially public relations Design and digital capacity Proven results (don’t let them practice on you) Integrity – Check references Online influence
68. Pitfalls to Avoid Jumping in without a plan Never getting started – “Social media paralysis” Individual-driven rather than institution driven Too sales-y and not cooperative with the social media universe (cocktail party) Don’t let an intern be in charge Fear of criticism or controversy – be transparent
69. Free Resources ThePort.com (non-profit webinars & resources) Smartbrief on Social Media (sign up for email) http://www.smartbrief.com/signup/ Mashable http://mashable.com/ Hubspot Web Grader http://websitegrader.com/ Facebook blog http://blog.facebook.com/ http://www.nonprofitmarketingguide.com/blog/ http://www.bethkanter.org
