Social Media in Substance Abuse Prevention

Indispensible Tools for Expanding Reach, Building Capacity and

Influencing Norms

Webinars are offered through the Community Prevention Initiative (CPI), which is funded by the California Department of Alcohol and Drug Programs (ADP)

and administered by the Center for Applied Research Solutions (CARS).

LaDonna Coy, MHR, CPS, CDLA Learning Chi, Inc.

www.ladonnacoy.com

April, 2013

2

Primary Prevention Capacity building w/ Social media and live

Virtual Learning, Training, Interactive webinars

Clients/Partners• CSAP / CAPT• CADCA• CARS• Kansas BHS & Prevention

Network • Kansas Family Partnership• Kansas Head Start Association• Eagle Ridge Institute • Omega Point International• Paxis, Inc• PIRE• Safe & Caring Schools• Collaborative Conversations • Oregon Research Institute• ODMHSAS • Free Spirit Publishing• Washington DSHS/DBHR• Wisconsin Clearinghouse• MIPH

The surest way to provoke the imagination is to seek

out environments you have no experience with.

LaDonna CoyMHR, CPS, CDLA

3

Whereare you

curious?

Learning Objectives

• Define social media• Identify distinctions between traditional

and social media• Recognize the value of social media

Assessment (listening)• Outline/Map your social media presence• Discover the right social media tools for

your goals

Do you remember …

B.E.

We create the technology and then …

..the technologycreates

us!

SocialMedia?

What is . . .

Whyis social mediaimportantto prevention?

Social Media is ...

a game changer

When we change the way we communicate,

we change society.--Clay Shirky

In a simpler time …

Now … networked learning

Then and NowExpert to audience Networked expertisePresentation Interaction Reach EngageCurriculum & training Social & Informal learningInformation focus Relationship focusSearch SubscribeService delivery Community engagementSilos & Gatekeepers Open access/NetworkCooperation to Collaboration Collaboration to Collective

actionContent management Community management

Where & Howis social media

being used in prevention?

If you have goals to:• Assess/gather data• Provide information • Build networks• Host conversations• Collaborate on projects• Increase awareness/visibility • Recruit members or supporters• Extend the life of Trainings/events

Assess/gather data

Meet Sarah FischerKansas SPF SIG Project Manager

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Vanity SearchHave you done a search on your own name?

•Yes•No

Vanity Search

• Organization or coalition name

• Director/Project Coordinator’s name

• Key Stakeholders or Partners

• Your Topic or Issue

• Notice other organizations popping up with yours on first page of search

• Use alternative search engines e.g. Twitter, Bing, Yahoo, etc

Netvibes

Crowdsourcing

Meet Kansas Family Partnership

Provide information

Visual Networking

Increase awareness/visibility

Meet Brenda RhodesOutreach Specialist

Southwest Prevention Center

Collaborate on Projects – Build Network

Meet the KPN StewardsKansas Prevention Network

The Collaboratory

Recruit members/supporters

Vickie Adams Coalition Director

Circles of San Antonio

Recruit members/supporters

http://www.youtube.com/watch?v=sAdkOZdU5Bc

Safe Streets CoalitionTopeka, KS

Extend the life of Trainings/Events

Hashtag: #TSTEngage

Kansas Prevention Network

Quarterly Virtual ShareFest

Host online Events

3232

X

AlertsRSS ReaderUserVoiceSocial NetworksWikisE-NewslettersVideoMicrobloggingPresentations/Events

33

36%

Source: http://bit.ly/9NBmcc

36%

36%

23%

68%

73%

14%

2011 Social Technographics

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Creators

35

Conversationalists

36

Critics

37

Collectors > now Curators

38

Joiners

39

Spectators

40

Inactives

Where are you

Now?

42

Online/Offline

OnlineOffline

43

44

Getting Started Developing Your Presence

Social Media Audit

Practice Maturity Scale

48Photo: brutal

ListenObserve

How many utensils & containers does it take to make dinner?

How do we choose our tools?

Social Media FormulaCreate Your

52

Assess

Capacity

PlanImplem

ent

Evalu

ation

SPF-eSocial Media

Developing Your Presence

54

The dance has changedOur Work

Curate

When we change the way we communicate,

we change society.--Clay Shirky

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We connect & engage in social media or become increasingly irrelevant

These things I know ...

It’s about our conversations and free range learning

We’ve entered the Age of Participation

We have the tools of mass collaboration

Now … to change our “thinking”

Thank you for your participation!

Please don’t forget to fill out the evaluation.

Center for Applied Research Solutions

(CARS)

923 College AvenueSanta Rosa, California 95404

707.568.3800 Phone707.568.3810 Faxwww.cars-rp.org

Photo Citations• Moth http://www.flickr.com/photos/28859335@N00/135824507• Protest http://www.flickr.com/photos/editor/4656148830/• Network illustrations http://socialmedia.wikispaces.com/Communications+game • Network http://www.flickr.com/photos/luc/1824234195/ • Map http://www.flickr.com/photos/ross/481518848/• Groundswell ladder http://bit.ly/9NBmcc (Forrester)• Groundswell 3-year trend Source: http://bit.ly/arCgyr (Forrester) • Forrester’s Empowerment Social maturity scale http://bit.ly/ojBXYr • Cat http://www.flickr.com/photos/66164549@N00/2487291985/ • Dog http://www.flickr.com/photos/brutalworks/39868154/• Social media periodic table http://www.cadca.org/content/periodic-table-social-media-tools • Café http://www.flickr.com/photos/graphicfootprints/• Toolbox http://www.flickr.com/photos/zakh/337938459/ • Listening http://www.flickr.com/photos/amylenzo/119927340/

References & References• Shirky, Clay, (2009) Here Comes Everybody. • Bozarth, J. (2010). Social Media for Trainers.• Li, C., Bernoff, J. (2011) Groundswell: Winning in a World Transformed by Social Technologies

(audible version)• Kanter, Beth & Fine, Allison (2010). The Networked NonProfit: Connecting with Social Media

to Drive Change• Pew Internet & American Life Project

http://pewinternet.org/Static-Pages/Trend-Data/Whos-Online.aspx • Meeting Roles (PLANC) http://technologyinprevention.wikispaces.com/file/view/

NewPLANC.pdf (PDF)• Groundswell ladder http://bit.ly/9NBmcc (Forrester)• Groundswell 3-year trend Source: http://bit.ly/arCgyr (Forrester) • Forrester’s Empowerment Social maturity scale http://bit.ly/ojBXYr • Spidergram

http://technologyinprevention.wikispaces.com/file/view/WhereNHowRev031709.pdf (PDF) • Developing Your Presence

http://www.flickr.com/photos/coyenator/5996776090/in/photostream • Coalitions Social Media Communications Audit http

://technologyinprevention.wikispaces.com/file/view/SoMeCommAuditCoy.doc (DOC)• Social Media Periodic Table http://www.cadca.org/content/periodic-table-social-media-tools

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Suggested Attribution: Source: LaDonna Coy, MHR, CPS, CDLA, Learning Chi, Inc. for the Center for Applied Research Solutions, April, 2013.