Post on 04-Jun-2020
Engaging Online: Using Social Media to Increase Awareness, Attendance, and Action
Aisha Moore, MPH
Alyson Cobb, MPH
Brett Teplitz, BA
1. To understand one social media engagement strategy.
2. To be able to add at least one social media activity to their program activities.
3. Track common social media metrics.
Objectives
Crawl, Walk, Run, Fly
What stage is your program?
Crawl
Walk
Run
Fly
Poll
Social Media = Engagement
Social media explained
Awareness months
Secret Sauce of Social Media
People don’t just want to
consume information. They want to be involved!
Benefits of Incorporating Social Media Into Your Events
Build buzz about your event
Use multiple media formats to advertise your event
Extend the reach of your event beyond your network
Engage in public conversation
Create collateral to repurpose throughout the year
Create engagement at the event
Social Media Engagement
Get your fans to do something in response to your post.
Like
Comment
Click to open picture
Click on link
Share
Watch a video
Step 1: Create A Hashtag
Hashtags = Subjects
#organizedcrime #governmentinvestigators #fiction #johngrisham #doubleday
Why Use Hashtags?
Which Platforms Use Hashtags ?
Tumblr
YouTube
Flickr
What Makes A Good Event Or Campaign Hashtag?
Not used by other events or campaigns
Clear what it’s referring to
Make it easy to remember
Not associated with undesirable things
Thematic
Call to Action
How Does It Work?
How Does It Work?
Hashtags Gone Wild!
Where Should I Use Hashtags?
Newsletters
Flyers/Posters
Emails
T-shirts
Giveaways
Website
Invitations
STEP TWO BRING AWARENESS TO THE ISSUE AND/OR THE EVENT
Awareness
Join The National Conversation Share Local Facts
#NWHW
Awareness
Promote Stories That Your Engaged Followers Can Share
Promote Speakers And Sponsors Weekly
Tool Time: Twitter Chats What: Scheduled online conversations on a specific topic. Hosted by an organization.
When: At the time specified in the announcement.
Where: On Twitter
How:
1. Search for the #hashtag. For example #StopZika
2. Introduce yourself in the chat. Say what you do and where you are from.
3. Read information and questions from the organizers and others in the chat.
4. Share resources, answer questions, and promote your event.
5. Retweet other’s resources.
6. Share new resources on your website and newsletters.
Pro Tip
Find Your Online Champions
Start With Who You Know
Let your partners know the #hashtag
Provide sample social media content to share
Sample tweets and Facebook post etc.
Images correctly sized for each channel
Get your participants and your CAN involved
Use partner lists and social media spaces
STEP TWO
ATTRACT ATTENDESS TO YOUR AWARENESS EVENT
Attendance
Video Invitation #TBT (Throwback Thursday)
Attendance
Videos and/or photo slide shows of previous events
Tool Time: Facebook Groups
What: A page created for an organization or business to promote activities. Users can join the group and post their thoughts on a wall and interact through discussion threads.
When: Anytime
Where: In public Facebook groups or closed FB groups you are a member of.
How:
1. Post in groups that you are already a part of.
2. Use the Facebook search function and search for relevant public groups in the area.
3. Share event information on a weekly basis leading up to the event.
4. Find info you want to share with your Facebook fans.
STEP THREE
USING SOCIAL AT LIVE EVENTS
Engagement At Events
Live Tweeting Photobooth
Tool Time: Live Streaming Video What: Live streaming video is taken on a device such as a phone or tablet using an app. Broadcast in real time.
When: Let your followers know in advance to tune in for live video from the event.
Where: During the event via Facebook or Periscope
How:
1. Use or create a FB page for the organization (or sign up for Periscope).
2. Download the Facebook app or the Periscope app.
3. Let attendees know that there will be live video accessible to the public.
4. Open the app and use the phone or tablet device to take video of activities, speeches, or attendee testimonials.
5. Save videos to device and upload to YouTube or other service.
6. Continue to share video after the event.
STEP FOUR
USING SOCIAL TO INSPIRE ACTION
Action
While your initial social media strategy may focus on building an audience (the people who receive
your message), ultimately you want those people to DO something after
exposure to your message.
Social Media Conversion
Get people to go to your website
Attend event
Share event information
Give a favorable review of your event
Engage
New partners
New donors
Action
GoFundMe Newsletter Sign-up
Tool Time: Thunderclap
What: The first-ever “crowdspeaking” platform that helps people be heard by saying something together. It allows a single message to be mass-shared, flash mob-style, so it rises above the noise of your social networks.
Where: On your Facebook, Twitter, and Tumblr
How:
1. Create a message that you want to be shared on social media
2. Set a number of social media supporters you want to reach.
3. If you reach the supporter number the message goes out.
STEP FIVE
FOLLOW-UP WITH SOCIAL MEDIA
Follow-up
Videos and/or photo slide shows of the events
Follow-up
Slideshare
Tool Time: Digital Storytelling
What: Storify is a social network service that lets the user create stories or timelines using social media such as Twitter, Facebook and Instagram.
When: After the event
Where: Link shared or story embedded into a website.
How:
1. Search for the hashtag on Storify.
2. Drag and drop what’s most interesting to you into your “story.” This includes, tweets, FB, YouTube, Linkedin.
3. Add headers to group story elements together.
Storify
Questions?
August – September Edition
Using Social Media for Health Awareness Months:
• Tips for using social media for health awareness months
• Content relevant to selected awareness months: • August:
• National Breastfeeding Month
• National Immunization Awareness Month and Week
• September: • Infant Mortality Awareness Month
Using Social Media for Health Awareness Months: August – September Edition
• For each selected awareness month, toolkit includes:
Links to additional resources
Suggested organizations to like or follow
Relevant hashtags
Four template social media posts with ePostcards
• Toolkit is available at: http://bit.ly/1UzSg0M
Using Social Media for Health Awareness Months: August – September Edition
Sample Toolkit Content
Benefits of the Toolkit
• Fast
• Easy
• Timely
• Relevant
• Curated
• Customizable
• Visual
Adapting the Toolkit
• Modify the suggested content as appropriate
• Add your organization, partners, website, etc.
• Pair the tweet/post with the postcard, or be selective
• Add your own style!
Going Forward
• Toolkits to be released quarterly
• Feedback and content suggestions welcome!
• Any questions?