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Transcript of Social Media
is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.*
Web 2.0 (1994) - a platform that content & apps are no longer created and published by individuals, but instead continuously modified by all users in a participatory & collaborative way. *
User Generated Content - simply the sum of all the ways that people make use of social media.*
published on a public website or social networking site (so, no emails or instant messaging)
a creative effort (no matter how minimal, only replication is excluded)
outside of professional routines & practices (content created for a commercial market is excluded)
Kaplan, Andreas M., and Michael Haenlein. "Users of the world, unite! The challenges and opportunities of Social Media." Business horizons 53, no. 1 (2010): 59-68.
Social media is relevant no matter the size of your organization or audience. Without social media, your organization does not have a web presence. The internet is more than just a collection of web pages now.
With social media a multitude of individuals are connected that results specific benefits for public health**:
quicker dissemination of info
facilitates information sharing between health professionals & individuals
broader, more diverse audiences
responsive health messaging
interactive communication, connection, & public engagement
Social media humanizes your organization through many small connections with your consumers constructing stronger relationships, the quintessence of social media.
Who uses social media? A quick look at the latest Pew Research Center Internet & American Life Project report tells us...
Everyone and their Mom
Social media is public, creative, and non-commercial content
Social media has permeated every age group in America
Your consumers are online
If you're not controlling your organization's persona online, others are
Social media use is growing and shows no sign of stopping, only diversifying.
Facebook isn't a type of social media, but an outlet. The types of social media are:
Discussion & Forum
How many outlets can you name?
Who is using what?
There's benefits to not using just the obvious.
All about you
Content is still king
Making it happen
Social Media 101
Define social media
Identify types of social media & examples
Demographics of social media & outlets
Identify appropriate & effective outlets for your organization/program
Define content & types
Growing your audience
Free applications to produce, edit, and disseminate content
Questions are always welcomed, encouraged, and needed!
Difference between types & outlets
Different types for different purposes
Diversify types more than outlets
First steps to social
Before social media stardom we need to have the lens turned inwards...
We need to evaluate your organization's/program's needs, goals, & realities
How many hours can staff use per week to manage all social media outlets?
How many hours for content production?
Who will be responsible for after-hours management?
Great social media management isn't "free"
Let's do some mapping...
Work with fellow staff
program needs with social media - grant needs, information dissemination needs, clients'/community's needs, etc What is driving you to use social media now.
The program's vision applied to social media. What are your long range goals with social media?
Finally, identify the resources you could utilize for social media management & content - who is great at photography, loves blogging, reads dozens of articles from multiple different sources, time, organization. Concrete identification.
Do one thing well
Take time to create quality content
Dedicate time to creating a pattern of frequency
Set goals to give focus to achieving outcomes
How to use*
*when in doubt, go to youtube.com and search for "how to ____________" & watch the first few videos
It's always the next step
Who is your target audience?
What actions do you want them to take?
How do you want to represent your brand?
When you know your audience...
What to post, when to post, and where to post
We have our groundwork, time to go public!
Content is not synonymous with marketing
Being bluntly marketed to works against building consumer relationships on social media outlets
Content must be
Interactive, integrated, & balanced
Interactive - ultimate aim of any content published is to invite a social interaction
Integrated - Content is distributed across different outlets, custom tailored for each outlet
Balanced - create content that speaks to the varied lives your consumers live. They don't live your subject 24/7 like you.
Types of content
Original vs Reposting
It's okay to repost, in fact it helps build your audience through engaging with other content-generators. Remember to always add to the conversation!
Evaluate your program's needs, goals, and realities to give focus
With focus an audience is easy to identify
You're ready for a successful social media launch
Content is still king
Content is creative & social, not an advert!
The goal of content is to create social interactions with your audience
Social interactions = currency
On your own personal social media outlets, find an example of content produced by an brand, business, celebrity, organization, program, etc that you engaged with recently to share
Nurturing an audience
An audience doesn't grow on trees.
Interact with other organizations
Engage your current network
Put the word out
Next steps and getting started
Repost with care
Being respectful gains an audience
Windows Movie Maker
Most social media outlets
Research Associate - Alaska Native Tribal Health Consortium
firstname.lastname@example.org | 907-729-3927