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Social Media & Social Marketing in Public Health Programs
Brett Otison 3 December 2013
Transcript of Social Media & Social Marketing in Public Health Programs
in Public Health Programs
Choose the best channel(s)...
Keep Your Mission in Mind
Make it manageable
Engage with your communities
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
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!
Example "tweets" and posts
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.
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
Set clear goals at the start and measure the effectiveness of your outreach
What content resonates most?
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
Reaches more U.S. adults 18-35 than any cable network
There are 500 tweets per minute containing a YouTube link
twitter vs. instagram
* Think about where your audience is,
and what they might be doing.
Social media engagement
Links & Resources
Social Media 2013 Infographic:
PEW Report on Social Media Users:
The Atlantic feature on BPHC #FatSmack campaign:
Mashable - Beginners Guide to Social Media: