6-120-1630-Grama
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Transcript of 6-120-1630-Grama
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Leveraging a Contact Center for Facebook Community Management
Lakshmi Grama, M.A., M.L.SSenior Digital Content Strategist
Deborah Pearson, MPHPublic Health AdvisorNational Cancer Institute
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Outline
• NCI’s Social media strategy• How Facebook fits in• Challenges of community
management• Leveraging NCI’s Cancer
Information Service in support of community management
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National Cancer Institute
• Part of the National Institutes of Health
• Nation’s premier cancer research agency
• Legislative mandate to communicate the results of research
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NCI’s Communications Strategy
• Reach the cancer community wherever they are, via the channels that they choose, with information that is reliable, accurate, and appropriate– Web– Facebook– Twitter– YouTube– LinkedIn
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Goals for NCI’s Engagement with the Facebook Community
• Reach out to those who may want to know about how cancer research is progressing
• Support patients, family members, caregivers who may have questions about different aspects of cancer
• Enhance public trust in the science that we fund and support
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Challenges in Facebook Community Management
• Personal questions about cancer and its treatment – privacy issues
• Activists who may “hijack” the conversation
• People selling “cures”• Timeliness of response• Resources required to do this
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NCI’s Cancer Information Service1-800-4-CANCER
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Our Community Management Playbook
• Post messages/content that is timely, educational, helpful
• Have a clear comment policy• Monitor posts carefully• Be responsive• Allow people to express their opinions
even if they are critical of us and our research
• Weigh in with evidence-based information even on controversial issues but don’t carry on a dialog that will go nowhere
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Question about HPV Vaccines
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Care for a Child with Cancer
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Commemorating Health Observances
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Questions About Funding
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Challenging Issues
• Dr. Burzynski video campaign
• XMRV study
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Antineoplastons and Dr. Burzynski
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Some Metrics
• 8,100 Friends/Fans for English and Spanish pages combined
• For English, 60% are from the US • For Spanish, majority are from
outside the US• More clicks than likes, fewer
comments• Majority of referrals from social
media sites to Web site are from Facebook
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Feedback that Makes our Day
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In Spanish As Well
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Thank you
Lakshmi [email protected]
http://www.linkedin.com/in/lgrama
Deborah [email protected]
http://www.linkedin.com/in/debpearsonmph
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