Social Media and Social Networking Opportunities for Public Health

Alma Lydia Thompson, BJDSHS Immunization Branch, Public Information, Education, and Training GroupNovember 4, 2010

DSHS social marketing history

Strategic responses to data, trends, surveys

Where were we?Where are we headed?

DSHS Immunizations:Where we were 2005-2006

2005 – Primarily TV and radio ads in the large metro (NIS) markets.

2006 – Target market: women, 18-34. Began multiple touchpoint marketing. Used larger marketing mix, media mix. Increased frequencies. Mass media (TV, radio, print, billboards), earned media, and web pop-up ads on TV/radio station websites.

2006 marketing

DSHS Immunizations: Where we were 2007

2007 – Census data of women, 18-34. Reminder tools (post cards, novelty T-shirts, magnets, growth charts.) Collaborations (clinics, hospitals, retailers, recreation centers, DQs.) First videos for clinic TV monitors. Web banner advertising first used.

2007 marketing

DSHS Immmunizations:Where we were 2008-2009

2008 – Added campaign microsite. First drive to site. Offered online, interactive immunization schedules, online reminder tools. Targeted online network banner ads. Added web videos to site.

2009 –Microsite content sharing. Introduced e-cards. Shorter web videos. Easy access to social network sites. Catch-up scheduler.

2008 marketing

2009 marketing

DSHS Immunizations

Preparations, future planning

2010 – 2011 marketing

Most reliable media sourcesreported by target audience, 2010

Planning – audience research

Types of content needed. Preferred platforms. Audience’s use of Internet search

engines and sites. Audience’s use of social media

networking sites (types, frequency of use, share value.)

Audience’s use of mobile devices.

Social media/social networking data trends

FacebookYouTubeTwitterSecondary sites

Social media - Facebook

As of July 21, 2010, Facebook exceeded 500 million active users.

Approximately 50% logging on any given day.

Average user has 130 friends. Approximately 30% of the users are

from within the U.S.

Source: Facebook.com

Social media - YouTube

In May 2010, YouTube exceeded 2 billion views per day.

YouTube is actively used in 122 countries with 24 different languages.

30% of all traffic is from within U.S.

Data Source: YouTube.com, Data Compilation: Website-monitoring.com.

Social media– YouTube (cont.)

Daily users average 15 minutes. More than 3 million people

connected and auto-sharing. Currently, 1 auto-share tweet

results in 7 new YouTube.com sessions.

Data source: YouTube.comData compilation: Website-monitoring.com

Social media - Twitter

As of January 2010, Twitter reported 105,779, 710 active users.

Average 300,000 new users/day. 180 million uniques every month. 75% of the traffic is from outside

Twitter.com (via third-party applications.)

Social media – Twitter (cont.)

1100% growth in one year from January 2009-January 2010.Twitter users, in total, tweet 55 billion tweets per day.Twitter search engine alone gets 600 million inquiries a day. Sources: ComSource; www.Hufffingtonpost.com ; www.thenextweb.com

Second-tier sites

MySpace – 57 million U.S. unique visitors.

(following sites average 3-6 million unique visitors per month)

Tagged Hi5 MyYearbook BeboSource: Webstrategist.com

What is social media?

Online networking tools. Cost effective way to reach your

target audience to build relationships.

Different platforms/purposes.

Why use social media in public health? Be part of the conversation

regarding your program, products/services.

Talk with your customers. Engage customers. Inform/educate customers Correct misinformation. Spur customers to action (calls to

action)

Barriers to management support

Social media seen as “time-waster”. Social media will take up human

resources “better spent elsewhere.” Social media seen as a “fad or hip

trend for the young.” Social media cannot be monitored

for ROI. Social media will generate negative

comments.

Responses for management

Time spent online with customers is no different than talking with them or responding to them at your front desk, the phone, email, or fax machine.

What better time could be spent than engaging and hearing from your customers?

Definitely not a fad. Show data.

Responses for mgmt (cont.)

Social media engagements can be tracked. Free Google Alerts, metrics online. Tie to other tracking/monitoring systems.

Negative comments? Gives your audience a platform to discuss issues regarding your product/service. Could lead to improvements. What a goldmine!

Responses to mgmt (cont.)

Policies and procedures. Look to existing Code of Ethics,

Code of Conduct, HIPPA requirements, HR manual, IT policies, etc.

Free templates for social media policies and procedures available online.

Steps in social media planning

Where is your audience? What are they using? Why? How often do they use it? How often do they share? Set your goals and objectives. Set up your metrics. Set up your written social media,

social networking practices.

Content

Development for your own site Other sites Other blogs Links Responses

Frequency of updates/response

Update often. Correct misinformation. Don’t argue. Provide disclaimers. Build relationships. Be authentic in your conversations. Maintain relationships.

For more information

Alma Lydia Thompson, BJAlma.Thompson@dshs.state.tx.us512.458.7111 ext. 6090Marketing/Media SpecialistImmunization Branch, Public Information, and Training Group,Texas Department of State Health Services