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Social Media & Social Marketing in Public Health Programs

Presented by Nick Martin (BPHC) & Brett Otis (HPRC) during the 2013 Harvard School of Public Heatlh Prevention Reseach Center Community Partners Meeting, "Technology and Childhood Obesity: The Good, the Bad, and the Possible." http://hvrd.me/19DKAbJ
by Brett Otis on 3 December 2013

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Transcript of Social Media & Social Marketing in Public Health Programs

Social Media & Social Marketing
in Public Health Programs

Choose the best channel(s)...
Keep Your Mission in Mind
Make it manageable
Engage with your communities
Evaluate, evaluate,
evaluate
Play it safe
(but not all the time)
Where is your audience? Your partners? Your competitors?
Does your message translate well to social media? Which network is best for your content?
...and the right tone
Targeting Teens

Avoid sounding too academic

Keep it conversational to make content easily approachable and accessible

Establish your voice and stay consistent across media
Inter-link & tailor content!
Social Media
Employee
Handbook
Example "tweets" and posts

Appropriate images

Key sources to follow

Clear description of your brand's "voice" and social media identity
Don’t feel like you have to take on the entire internet.

Focus on building a STRONG following on the BEST channel for your organization.
Can you reach new groups, or existing groups more directly?

Listen, don't just broadcast.

Empower them!
#
#bostonflu
Credibility = accuracy, timeliness, relevance

Have the facts straight, but be prepared to be nimble and responsive

You won’t be able to please everyone, and you shouldn't always try to...
controversy can spark discussion
Keep #hashtags to a minimum:
1-2 will get you 21% more engagement than if you add 3 or more
#hashtags can be used to categorize posts and tweets
they are searchable and alert the reader to what's important
#FatSmack
Set clear goals at the start and measure the effectiveness of your outreach


What content resonates most?
#LoveThatBostonWater
#FatSmack
sugarsmarts.com
#BostonMoves
What can social media help you achieve?

How can you strengthen your current campaign?
All about the photos
250 billion photos/day

majority of visitors on mobile devices
Links! (and photos)
Tweets with links are 86% more likely to be retweeted

Tweets with images are seeing more engagement
Viral Video
Reaches more U.S. adults 18-35 than any cable network

There are 500 tweets per minute containing a YouTube link
Insta-Youth
USERS:
3% 50+
14% 30-49
28% 18-29

TOP BRANDS
Nike
Starbucks
Red Bull
MTV


twitter vs. instagram
* Think about where your audience is,
and what they might be doing.
Social media engagement
=
behavioral change?
Links & Resources
Social Media 2013 Infographic:

http://tinyurl.com/mrzkjfb
PEW Report on Social Media Users:

http://tinyurl.com/d5s76kx
The Atlantic feature on BPHC #FatSmack campaign:

http://tinyurl.com/ow7wvpd
Mashable - Beginners Guide to Social Media:

http://tinyurl.com/mashbegin
BPHC Twitter:

https://twitter.com/HealthyBoston
Website:

http://www.bphc.org/Pages/Home.aspx
HPRC Twitter:
https://twitter.com/HarvardPRC
Website:

http://www.hsph.harvard.edu/prc/
See the full transcript