Let's Get Social:
Social Media 101 for
Public Health Professionals
May 11, 2012
Presented by David Crowley
Your hopes for this workshop?
A few take aways from a.m. session?
Reinforce why social
media can work for you
Basics of Facebook
pages & Twitter
(especially on Facebook)
What brings me here…
Connecting people to community info key to
Social Capital Inc. (SCI) mission.
Using technology to engage people has been key
to our work.
Early evidence that social media can strengthen
We’ve had some success…
SCI & David on Social Media
@socialcap 3869 followers (400 new past 4 months);
@cookingchat 1053 @davidbcrowley 508
713 LinkedIn Connections
327“likes” on Facebook (socialcapital)
715 have circled davidbcrowley on Google+ since July launch,
1072 following SCI on G+ since pages launched in Nov.
Over 12,000 unique visitors to our websites every month
Have recruited volunteers & applicants for positions, gotten a
job for an alum, reached new donors, increased web traffic…
Top demographics on Facebook:
1) 21- 24 yr olds
2) 18- 20 yr olds
3) 35- 44 yr olds
Most teens are online
73% of teens are on a social network
The average teen has 201 Facebook friends
37% send messages to friends every day
Source for above points (2010 data)
Teens averaging 60 texts/day
16% of American teens use Twitter (doubled
over past 2 years)
More than ½ of those Facebook
users are visiting at least daily.
More time spent on social media
than email now….
22.7 % of online time on social media
vs. 8.3% for email
43% growth rate
August 2010 Nielsen Study
#4) Opportunity to engage with wide
range of constituents…quick way to
get input & crowdsource
Time for 6 SCI Social Media
Principles & Pointers
1) Start w goal setting & planning
Who is your audience for outreach you are
What results do you hope to achieve
communicating with your audience?
What kinds of branding messages & info do you
want to share?
Your social media channels & messaging should
flow from your answers—how can social media
help you reach this audience?
2) Be social!
Social media is a 2 way street
Take a Social Capitalist approach!
Focus on relationship building
Better to give than receive
Share your personality; though not every detail!
Engage people in conversation—ask questions,
comment in such a way that it elicits response
Respond promptly when someone comments, or @
replies to you on Twitter, etc.
3) Keep building your web traffic &
Our general web traffic Web traffic while tweeting
increased by 60% during 10 1200
mos of active tweeting. 1000
Still are more adults who use 600 Series1
email daily than social media 400
Typically put more detailed 0
content on your site, link to it 1 2 3 4 5 6 7 8 9 10 11
Some do strictly use social
4) Position yourself as expert in field
Share articles relevant to your field
Promote events or programs that relate to field
but don’t directly benefit you.
Twitter is a particularly good way to keep up
with articles and other news related to your field.
5) Engage Consistently
Regular participation in social media generates
Integrate it into what you do—read something
good, share it; working on an interesting project,
talk about it or ask question.
Engaging at different hours helps reach more
6) Help your constituents use social
Youth may need help thinking through safety
precautions and protecting their reputation for
the long term.
Pre-Facebook generation folks may need
support to utilize these tools and the benefits
900 million users & counting!
Very easy to use at a basic level
Based primarily on social ties
Getting your friends to share with their friends
Especially good way to connect & engage with
What would you add?
Create a “page” to promote an organization.
You must have an individual account to create an
The “groups” feature can be a way to foster
sharing among a group of program participants
(can be private).
Don’t set up your organization as an individual
profile! (against terms of service)
Setting up a page…following slides/demo
Let’s move to some live
demonstration & practice…
#1 Post photos and videos! Most shared
Create photo albums for your big events
Post to albums in a few batches over time
Tag those photos
You can’t tag friends if you don’t have any
Have several page admins that can leverage their
own friend relationshps
Your page should like other pages
Getting Seen on Facebook
How people see your content
people who like your page
people interact w your page
“Edgerank” is algorithm that determines who sees
your page in the new newsfeed. Prioritizes (in order)
Insights provides easy to follow stats on your
More Facebook tips
1 or 2 Facebook page posts per day is
considered good practice…vary the times.
Limit the number of business related posts to
your personal wall
@ followed by user name or group is a quick
way to get their attention or give them props
Facebook status can be updated from
Tweetdeck, smartphones & other apps
Short format, quick to share & scan for info
More open than FB or LinkedIn
Chance to engage w people who share interests,
many who you wouldn’t otherwise reach
Monitor subjects of interest
Dynamic—lost bird story
Let’s take a closer look at some
What is Twitter?
a social networking and microblogging service,
enabling its users to send and read messages
Tweets are text-based posts of up to 140 characters
displayed on the user's profile page. Tweets are
publicly visible by default.
Users may subscribe to other users' tweets – this is
known as following and subscribers are known
as followers or tweeps
Source: Wikipedia 4/25/11
Getting started w Twitter
Associate the account with an email address.
Choose a short username or “handle” [you will have an
existing account for your SCI Tweets]
A handle that is easy to remember makes it more likely
people will “retweet” you.
Your handle uses up some of the 140 characters when
The profile helps people can quickly see where you are,
what you are Tweeting about. (help them decide to
follow or not). We will be providing templates soon. (see
Type into the “What’s New” box upper left
140 characters or less—125 is better to leave room for
Can be viewed by anyone on the Internet (unless you protect
your Tweets-not recommended for biz)
Most likely to be seen by your followers
Also may be found by people searching for relevant terms “HACC”
5-10 Tweets a day is common for active users
Timing Tweets with Tweetdeck or Hootsuite is a good idea
Stream of Tweets from Tweeps you follow
Fast moving stream if you follow a lot of people
Expectations to respond or have read a Tweet only
comes in if they @ mention you
When someone references you in their tweet, with your handle,
this is called a mention. It will show in your “mention” stream
You generally should chime in promptly when someone mentions you.
A mention starting w your handle, e.g. “@socialcap you have
great AmeriCorps members”, is considered an “@ reply” or
This is a way of directing a tweet toward someone in particular, but
anyone on the web could see it (though it will only show in the
Twitter.com stream of people who are following both you & the person
you are interacting with.
So if you want reference someone in a way that maximizes people who
see it, you should start with something other than their handle. E.g.
“Looking for the latest Dorchester news? Follow @mydorchester”
Shows you are sharing someone else’s content
Sharing good content from others (and providing
content people want to share) lies at the heart of
RTing with comments even better-you’re adding
Retweeting with comments
Sharing in your own words, with “via”
Part of workshop in which David extols the
virtues of hashtags, explains and shows how
they work, and discusses examples of why they
Today’s hashtag is #seCHNA (not cap sensitive)
More Twitter Tips
Engage, don’t just push out marketing info
Be responsive to those who RT & mention you
To “talk” directly to someone
Publicly: start your Tweet w their handle
e.g. @HACC Great meeting tonight!
Privately: use the Direct Message “DM” function
Strive for at least 80% non-selling messages.
Lists become helpful when you’re following
hundreds or more.
Use a tool like TweetDeck or HootSuite
My Top Twitter Tips
Determine the topics you are going to focus on.
TWEET! Engage, tweet. Tweet some more.
Tweet throughout your day—find a good article, tweet it. At a
meeting, tweet it.
Follow generously, use lists & search feeds to keep closer eye on
Clean up your following accounts. I recommend manageflitter.com
Use hashtags (but don’t overdue it, 1 or 2 per tweet is good).
Include a link in most tweets.
Schedule your tweets, spread timing out (but know when you get
most action)…post your most important ones 5-10 times
throughout the week.
Resources (public health/social
Article on Boston Public Health campaign on
sexual health http://
CDC social media http://
Resources (gen social media)
Bookmarks for Facebook articles/resources:
Bookmarks for Twitter articles/resources:
Longer list of bookmarks for all social media:
The Nonprofit Facebook Guy http://
Beth Kanter, co-author of The Networked Nonprofit
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