Let's Get Social: Let's Get Social: Social Media 201 for Social Media 201 for

Public Health ProfessionalsPublic Health Professionals May 11, 2012May 11, 2012Plymouth, MAPlymouth, MA

Presented by David CrowleyPresented by David Crowleywww.davidbcrowley.com www.davidbcrowley.com

Your hopes for this Your hopes for this workshop?workshop?

AgendaAgenda

Benefits of social Benefits of social media platformsmedia platforms

Planning for social Planning for social successsuccess

Facebook hands onFacebook hands on Twitter hands onTwitter hands on

What brings me here…What brings me here…

Connecting people to community Connecting people to community info key to Social Capital Inc. (SCI) info key to Social Capital Inc. (SCI) mission.mission.

Using technology to engage people Using technology to engage people has been key to our work.has been key to our work.

Early evidence that social media can Early evidence that social media can strengthen relationships.strengthen relationships.

We’ve had some success…We’ve had some success…

SCI & David on Social SCI & David on Social MediaMedia

@socialcap 3869 followers (400 new past 4 months); @socialcap 3869 followers (400 new past 4 months); @cookingchat 1053 @davidbcrowley 508@cookingchat 1053 @davidbcrowley 508

713 LinkedIn Connections713 LinkedIn Connections 327“likes” on Facebook (socialcapital) 327“likes” on Facebook (socialcapital) 715 have circled davidbcrowley on Google+ since 715 have circled davidbcrowley on Google+ since

July launch, 1072 following SCI on G+ since pages July launch, 1072 following SCI on G+ since pages launched in Nov.launched in Nov.

Over 12,000 unique visitors to our websites every Over 12,000 unique visitors to our websites every monthmonth

Klout score=56Klout score=56 Have recruited volunteers & applicants for positions, Have recruited volunteers & applicants for positions,

gotten a job for an alum, reached new donors, gotten a job for an alum, reached new donors, increased web traffic…increased web traffic…

Facebook benefitsFacebook benefits

900+ billion users!900+ billion users! Leverages existing social ties (and Leverages existing social ties (and

relationships your org has)relationships your org has) Visual appealVisual appeal Ease of use (especially for the basics Ease of use (especially for the basics

needs of a typical user)needs of a typical user)

Top demographics on Top demographics on Facebook:Facebook:

1) 21- 24 yr olds1) 21- 24 yr olds2) 18- 20 yr olds2) 18- 20 yr olds3) 35- 44 yr olds3) 35- 44 yr olds

sourcesource http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/

Cautions re: FacebookCautions re: Facebook

Based on friend relationships; not as open Based on friend relationships; not as open to reaching general public as other to reaching general public as other platformsplatforms

Page engagement drop since timelines.Page engagement drop since timelines. The typical Facebook page post only gets The typical Facebook page post only gets

into 16% of newsfeeds.into 16% of newsfeeds. Strategy & work required to do better than Strategy & work required to do better than

16%!16%! Basic use fairly easy, but various settings, Basic use fairly easy, but various settings,

frequent changes, etc. can get complicated.frequent changes, etc. can get complicated.

Twitter BenefitsTwitter Benefits Short format, quick to share & scan for Short format, quick to share & scan for

infoinfo More open than FB or LinkedInMore open than FB or LinkedIn Chance to engage w people who share Chance to engage w people who share

interests, many who you wouldn’t interests, many who you wouldn’t otherwise reachotherwise reach

Monitor subjects of interestMonitor subjects of interest Way to find content to share elsewhereWay to find content to share elsewhere Dynamic—lost bird storyDynamic—lost bird story Why I tweet bit.ly/tJTDSL Why I tweet bit.ly/tJTDSL

LinkedInLinkedIn

Especially good for accessing Especially good for accessing particular contactsparticular contacts

Groups can be useful.Groups can be useful. The “message” function is also very The “message” function is also very

useful & underutilized. E.g useful & underutilized. E.g ““I sent a batch of 50 messages while writing this. Within 2 minutes of I sent a batch of 50 messages while writing this. Within 2 minutes of sending the message, the message had shared with sending the message, the message had shared with 3,553 more people 3,553 more people on Twitter, on Twitter, thanks to Tweets by @mimio00,@good2gether and SCI thanks to Tweets by @mimio00,@good2gether and SCI alum @kmcconkie (3 more Tweets came in within the hour, but I think alum @kmcconkie (3 more Tweets came in within the hour, but I think you get the point).”you get the point).”

http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-messages/http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-messages/

Blogging/Your websiteBlogging/Your website

More control over formatMore control over format Better place for more detailed Better place for more detailed

informationinformation Long-term storage (tags & Long-term storage (tags &

categories)categories)

New Kids on the BlockNew Kids on the Block

Planning Planning Who is your audience for outreach you are Who is your audience for outreach you are

doing?doing? What results do you hope to achieve What results do you hope to achieve

communicating with your audience?communicating with your audience? What kinds of branding messages & info do What kinds of branding messages & info do

you want to share?you want to share? Your social media channels & messaging Your social media channels & messaging

should flow from your answers—how can should flow from your answers—how can social media help you reach this audience?social media help you reach this audience?

Show content planning templatesShow content planning templates

Spend a few minutes thinking about your Spend a few minutes thinking about your answers to theseanswers to these..

Leveraging FacebookLeveraging Facebook #1 Post photos and videos! Most shared #1 Post photos and videos! Most shared

content.content. Create photo albums for your big eventsCreate photo albums for your big events Post to albums in a few batches over timePost to albums in a few batches over time Tag those photosTag those photos

You can’t tag friends if you don’t have anyYou can’t tag friends if you don’t have any Have several page admins that can leverage their Have several page admins that can leverage their

own friend relationshpsown friend relationshps Your page should like other pagesYour page should like other pages Ask contacts to like your page via email, LinkedIn, Ask contacts to like your page via email, LinkedIn,

etc.etc. Put your Facebook address on print materials.Put your Facebook address on print materials.

Move on to the hands on demo & practice hereMove on to the hands on demo & practice here

Getting seen on Getting seen on FacebookFacebook

How people see your contentHow people see your content people who like your pagepeople who like your page people interact w your pagepeople interact w your page ““Edgerank” is algorithm that Edgerank” is algorithm that

determines who sees your page in the determines who sees your page in the new newsfeed. Priotizes (in order)new newsfeed. Priotizes (in order)

1)1) SharesShares

2)2) CommentsComments

3)3) LikesLikes

Strategies for Interaction & Strategies for Interaction & GrowthGrowth

Review your insights (or a Review your insights (or a neighbors)neighbors)

Discuss: what post got the most Discuss: what post got the most interaction for you. Why? What interaction for you. Why? What items didn’t get much interaction?items didn’t get much interaction?

What could you do to get more What could you do to get more interaction? Try something...interaction? Try something...

Facebook page admins: Facebook page admins: not to do list!not to do list!

Contact info or promotions in your Contact info or promotions in your cover photocover photo

Run promotions using the regular Run promotions using the regular Facebook page features (like this, Facebook page features (like this, share this, etc.). Need to use a share this, etc.). Need to use a separate app.separate app.

More not to dos: More not to dos: http://www.marketinggum.com/what-you-cannot-do-on-facebook-http://www.marketinggum.com/what-you-cannot-do-on-facebook-

page-admins-read-these-rules/page-admins-read-these-rules/

Other Facebook Other Facebook questions?questions?

Let’s take a closer look at Let’s take a closer look at some Twitter basics…some Twitter basics…

What is Twitter?What is Twitter?   a a social networkingsocial networking and  and microbloggingmicroblogging

 service, enabling its users to send and read  service, enabling its users to send and read messages called messages called tweetstweets. .

Tweets are Tweets are text-basedtext-based posts of up to 140  posts of up to 140 characterscharacters displayed on the user's  displayed on the user's profileprofile page. Tweets are publicly visible by default. page. Tweets are publicly visible by default.

Users may subscribe to other users' tweets – Users may subscribe to other users' tweets – this is known as this is known as followingfollowing and subscribers  and subscribers are known as are known as followersfollowers or  or tweepstweeps

Source: Wikipedia 4/25/11Source: Wikipedia 4/25/11

Getting started w TwitterGetting started w Twitter Associate the account with an email address.Associate the account with an email address. Choose a short username or “handle” [you will Choose a short username or “handle” [you will

have an existing account for your SCI Tweets]have an existing account for your SCI Tweets] A handle that is easy to remember makes it more A handle that is easy to remember makes it more

likely people will “retweet” you.likely people will “retweet” you. Your handle uses up some of the 140 characters Your handle uses up some of the 140 characters

when retweetedwhen retweeted The profile helps people can quickly see where The profile helps people can quickly see where

you are, what you are Tweeting about. (help you are, what you are Tweeting about. (help them decide to follow or not). We will be them decide to follow or not). We will be providing templates soon. (providing templates soon. (see next slide)see next slide)

Twitter BasicsTwitter Basics

Your Tweets: Your Tweets: Type into the “What’s New” box upper leftType into the “What’s New” box upper left 140 characters or less—125 is better to leave room 140 characters or less—125 is better to leave room

for “retweeting”for “retweeting” Can be viewed by anyone on the Internet (unless Can be viewed by anyone on the Internet (unless

you protect your Tweets-not recommended for biz)you protect your Tweets-not recommended for biz) Most likely to be seen by your followersMost likely to be seen by your followers Also may be found by people searching for relevant terms Also may be found by people searching for relevant terms

“HACC”“HACC” 5-10 Tweets a day is common for active users5-10 Tweets a day is common for active users

Timing Tweets with Tweetdeck or Hootsuite is a good Timing Tweets with Tweetdeck or Hootsuite is a good ideaidea

Twitter BasicsTwitter Basics

TimelineTimeline Stream of Tweets from Tweeps you Stream of Tweets from Tweeps you

followfollow Fast moving stream if you follow a lot of Fast moving stream if you follow a lot of

peoplepeople Expectations to respond or have read a Expectations to respond or have read a

Tweet only comes in if they @ mention Tweet only comes in if they @ mention you you

Twitter basicsTwitter basicsMentionsMentions When someone references you in their tweet, with When someone references you in their tweet, with

your handle, this is called a mention. It will show in your handle, this is called a mention. It will show in your “mention” stream on Twitter.com.your “mention” stream on Twitter.com. You generally should chime in promptly when someone You generally should chime in promptly when someone

mentions you. mentions you. A mention starting w your handle, e.g. “@socialcap A mention starting w your handle, e.g. “@socialcap

you have great AmeriCorps members”, is considered you have great AmeriCorps members”, is considered an “@ reply” or message.an “@ reply” or message. This is a way of directing a tweet toward someone in This is a way of directing a tweet toward someone in

particular, but anyone on the web could see it (though it will particular, but anyone on the web could see it (though it will only show in the Twitter.com stream of people who are only show in the Twitter.com stream of people who are following both you & the person you are interacting with.following both you & the person you are interacting with.

So if you want reference someone in a way that maximizes So if you want reference someone in a way that maximizes people who see it, you should start with something other than people who see it, you should start with something other than their handle. E.g. “Looking for the latest Dorchester news? their handle. E.g. “Looking for the latest Dorchester news? Follow @mydorchester”Follow @mydorchester”

Twitter basicsTwitter basics

Retweets “RTs”Retweets “RTs” Shows you are sharing someone else’s Shows you are sharing someone else’s

contentcontent Sharing good content from others (and Sharing good content from others (and

providing content people want to share) providing content people want to share) lies at the heart of Twitter.lies at the heart of Twitter.

RTing with comments even better-RTing with comments even better-you’re adding more value.you’re adding more value.

Retweeting with comments

Sharing in your own words, with “via”

#hashtags#hashtags

Part of workshop in which David Part of workshop in which David extols the virtues of hashtags, extols the virtues of hashtags, explains and shows how they work, explains and shows how they work, and discusses examples of why they and discusses examples of why they are important.are important.

Today’s hashtag is #seCHNA (not Today’s hashtag is #seCHNA (not cap sensitive)cap sensitive)

My top Twitter TipsMy top Twitter Tips Determine the topics you are going to focus on.Determine the topics you are going to focus on. TWEET! Engage, tweet. Tweet some more.TWEET! Engage, tweet. Tweet some more. Tweet throughout your day—find a good article, tweet it. At a Tweet throughout your day—find a good article, tweet it. At a

meeting, tweet it. meeting, tweet it. Follow generously, use lists & search feeds to keep closer eye Follow generously, use lists & search feeds to keep closer eye

on key people/topics.on key people/topics. Clean up your following accounts. I recommend Clean up your following accounts. I recommend

manageflitter.commanageflitter.com Use hashtags (but don’t overdue it, 1 or 2 per tweet is good).Use hashtags (but don’t overdue it, 1 or 2 per tweet is good). Include a link in most tweets.Include a link in most tweets. Reciprocate.Reciprocate. Schedule your tweets, spread timing out (but know when you Schedule your tweets, spread timing out (but know when you

get most action)…post your most important ones 5-10 times get most action)…post your most important ones 5-10 times throughout the week.throughout the week.

16 tips on building your following base 16 tips on building your following base http://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-http://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-build-your-twitter-following/ build-your-twitter-following/

More Twitter TipsMore Twitter Tips Engage, don’t just push out marketing Engage, don’t just push out marketing

infoinfo Be responsive to those who RT & mention youBe responsive to those who RT & mention you To “talk” directly to someone To “talk” directly to someone

Publicly: start your Tweet w their handle Publicly: start your Tweet w their handle e.g. @HACC Great meeting tonight!e.g. @HACC Great meeting tonight!

Privately: use the Direct Message “DM” functionPrivately: use the Direct Message “DM” function Strive for at least 80% non-selling messages. Strive for at least 80% non-selling messages.

Lists become helpful when you’re Lists become helpful when you’re following hundreds or more.following hundreds or more.

Use a tool like TweetDeck or HootSuiteUse a tool like TweetDeck or HootSuite

Resources (public Resources (public health/social media)health/social media)

Article on Boston Public Health Article on Boston Public Health campaign on sexual health campaign on sexual health http://abcnews.go.com/Health/Parenhttp://abcnews.go.com/Health/Parenting/story?ting/story?id=8251025&page=1#.T5arJ7PWZoid=8251025&page=1#.T5arJ7PWZog g

CDC social media CDC social media http://www.cdc.gov/socialmedia/ http://www.cdc.gov/socialmedia/

Resources (gen social Resources (gen social media)media)

Bookmarks for Facebook articles/resources: Bookmarks for Facebook articles/resources: http://bit.ly/Jyyl2Shttp://bit.ly/Jyyl2S

Bookmarks for Twitter articles/resources: Bookmarks for Twitter articles/resources: http://bit.ly/nnlA5whttp://bit.ly/nnlA5w

Longer list of bookmarks for all social media: Longer list of bookmarks for all social media: http://bit.ly/ogEGRa http://bit.ly/ogEGRa

The Nonprofit Facebook Guy The Nonprofit Facebook Guy http://http://www.johnhaydon.comwww.johnhaydon.com//

Beth Kanter, co-author of The Networked Beth Kanter, co-author of The Networked Nonprofit Nonprofit http://http://www.bethkanter.orgwww.bethkanter.org//

http://www.davidbcrowley.com/tag/social-http://www.davidbcrowley.com/tag/social-media/ media/