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SOCIAL MEDIA

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by

Chris Miller

on 3 February 2015

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Transcript of SOCIAL MEDIA

SO, WHY SOCIAL MEDIA?
Very easy and very effective way of reaching large, diverse audiences
Builds your reputation
Community mobilization

Keys to Social Media Communication in HIV Prevention
LOCAL HEALTH DEPARTMENT UTILIZATION
Key findings from LHD Capacity Assessment Survey
SOCIAL MEDIA & HIV PREVENTION - A PUBLIC HEALTH PRIORITY
BEFORE WE GET STARTED, A LITTLE FOOD FOR THOUGHT...
SO, WHAT IS SOCIAL MEDIA?
The interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks
WHY SOCIAL MEDIA?
Empowers
Continues the conversation
Cultivates
LOCAL HEALTH DEPARTMENT UTILIZATION
The NAACHO published a study in January that interviewed 2,532 of the national 2,800 local health departments about their use of social media - this is what they found:
BARRIERS INFLUENCING THE USE OF SOCIAL MEDIA
In-House Capacity

Knowledge among staff and department
Access to technical support
"It doesn't matter if an account is free if you don't know how to use it well and if no one knows about it"
"In a small district with limited resources, learning from other can catapult me years ahead"
Possible Solution: Social Media Intern
BARRIERS
BARRIERS
BARRIERS
Leadership and support policies
Share best practices and advance an evidence base
LHD's should share and discuss internal policies with other LHD's
"Use of social media has to be encouraged from the top down"
Legal and security issues
Connect with federal agencies around guidance on federal laws
"We don't want to set everything up only to have it all shut down by the legal department"
"Guidelines and policies are needed because everything we product through social media is a public, discoverable document"
72% of all internet users are now active on social media
89%
72%
72% of all online users are active on Social Media
89% Social Media usage rate among 18-29 year olds
72%
72% social media usage rate of 30-49 year olds
55-64
Fastest growing demographic on Twitter is the 55-64 age bracket - grown 79% since 2012
72% of all online users are active on Social Media
25%
16
1.15
Billion
189
Million
189 million Facebook users are "mobile only"
YouTube reaches more US adults ages 18-34 than any cable network
23%
23% of Facebook users login at least 5 times per day
1
Cumulatively, the United States spends 16 minutes per hour on social media networks
3rd
We are spending 1 out of every 7 minutes online on Facebook
25% of smartphone owners ages 18-44 say they cannot recall the last time their smart phone wasn't next to them
THE INTERNET IS CHANGING OUR BEHAVIORS AND RELATIONSHIPS
"Virtual connections are the only way to communicate with large numbers of people at once"

"We must always be mindful of access - can people receive the messages we are pushing?"

"New platforms should supplement, not replace, current communication systems"

Personalization - Presentation - Participation
Who is our audience?
What are our goals?
Where do we start?
P.O.S.T.
What do you want to accomplish with social media?



PRINCIPLES OF SOCIAL MEDIA ENGAGEMENT
5. Welcome and Solicit User-Generated Content
1. Listening to Social Media Conversations
We can use social media to identify the health information needs of users
2. Engaging with Partners and Influencers
Through monitoring social media, health organizations can identify key partners and public health influencers driving online conversations
3. Responding to Questions or Comments Received
Responding to questions and comments on social media strengthens your transparency as an organization
4. Create Opportunities for Users to Engage
Encourage users to share their stories, participate in message creation, and collaborate on ideas and strategies
THINGS TO BE MINDFUL OF!
Engagement is participatory and reciprocal
Online communities are formed by individuals who organize themselves around a given issue
Online conversations around health are driven by 2 forces:
1) The availability of social tools
2) The motivation, especially among people living with chronic conditions to connect with each other
Your responsibility!
Listen and respond
Potential impact of social media on health behavior change
Addressing misinformation
Deliver a constant stream of diverse, compelling content
PRESENTATION
What do we want our media to look like?
Don't dive into everything at once! Pick one media outlet and start from there...
Numbers? Short messages? Photos? Video?
Data and storytelling are two important pieces to connecting with our audience
MESSAGING
DATA
Data helps to engage our audience - we hope to draw a proactive reaction when we used numbers in public health
Elicits questions AND answers
Unfortunately, we all know that data and statistics can get very complex, very messy, and very overwhelming
Data use in our field can be perceived as somewhat of a scare tactic depending on how we frame the message -
_____________________________________________
Substance
Avoid Distortion
Coherent
Encourage the eye
Data at several levels
Clear purpose
Facebook has over 1.15 billion monthly users
P = People
O = Objectives
S = Strategy
T = Technology

LETS STOP HIV TOGETHER
General vs. Specific
PEOPLE
OBJECTIVES
STRATEGY
TECHNOLOGY
This is where it all begins
Who are you looking to reach?
Primary and secondary audiences?
Where can they be found online?
___________________
Listening is a greater service than speaking!
What is your audience saying online? Who are they talking to?
What are you trying to accomplish?
Do you want to see an increase in testing rates?
________________
Create a call to action?
Increase linkage to care?
Engage community stakeholders in HIV prevention planning?
Ask yourself: What will change if this effort is a success?
Will more interaction be desired or expected?
Will people promote an event or service on your behalf?
What tools make sense?
acebook
"To give people the power to share and make the world more open and connected...to discover what's going on in the world, and to share and express what matters to them"
Hands down most popular social network
acebook
Most organizations now have a social media presence, and its typically in the form of Facebook if nothing else
Serves as a great data source!
Twitter is an online social networking and microblogging service that enables users to send 140 character text messages called "tweets"
TWITTER
Birthplace of the "hashtag"
#WhatsAHashtag?
HASHTAGS
A word or phrase preceded by a hash or pound sign (#) that is used to identify messages on a specific topic - you can make a hashtag about literally anything
Substance
Avoid distortion
Encourage the eye
Data at several levels
Clear purpose
DATA
90% of information enters your brain visually
Full transcript