Social Media Strategies for ComplianceCDC.pdf · Social Media Strategies for Compliance. Objectives...

Julie Straw, MPH CHES

Division of Healthcare Quality PromotionCenters for Disease Control and Prevention

#OSAPsm

Social Media Strategies for Compliance

Objectives

� Overview of social media activities across CDC

� Media Channels

� Management

� Resources

� Social Media Steps for Success

� Select your social media outlet(s)

� Develop a plan

� Create engaging content

� Evaluate impact

� Success Stories

� Takeaways Tweet using #OSAPsm

during this presentation!

CDC Digital Media Strategy

Provide CDC

content when,

where, and

how users

want it.

#OSAPsm

CDC Social Media Structure

CDC’s Social Media Council�Governance

�Agency-wide collaboration

OADC

�Provides core

oversight, tools,

and support

� Manages

CDC’s primary

social media

presence

Centers and Programs

� Manage and

implement

topic-based

campaigns and

social media

channels

#OSAPsm

Why is Social Media at CDC Important?

� Support CDC mission of saving lives & protecting people

� Communicate rapidly

� Increase engagement

� Share relevant content in new spaces

� Reach new audiences

� Listen and respond in real-time

� Complement traditional communications

#OSAPsm

CDC’s Social Media Landscape

� 60 Twitter profiles

� 22 Facebook profiles

� 14 Blogs

� 2 LinkedIn profiles

� YouTube channel

� Google+ profile

� Instagram profile

� Pinterest, Flickr profiles

� Mobile & tablet apps, mobile web

#OSAPsm

GlobalWebIndex Q4 2013 #OSAPsm

Who’s Up and Who’s Down?

� Health Communicator’s Social Media Toolkit� Includes background

information, tips, and best practices on the following tools:� Buttons and Badges –

small web images used to share information

� Blogs

� Electronic Greeting Cards – CDC Health-e-Cards

� RSS – Really Simple Syndication

� Podcasts

� Online Videos

CDC Social Media Tools

http://www.cdc.gov/socialmedia/

#OSAPsm

CDC Social Media Tools

http://www.cdc.gov/socialmedia/

� CDC’s Guide to Writing for Social Media � Provides guidance and lessons learned from CDC health communication

campaign, activities, and emergency response efforts� Checklist for Writing

� Repurposing Web content

#OSAPsm

Social Media Management –Center & Program Level

� Creating content

� Scheduling

� Editorial Calendar

� Engaging withonline audience

Centers and Programs

� Manage and

implement

topic-based

campaigns and

social media

channels

Date Facebook Post: Twitter Post:

06/07/2014 Today’s highlight from the OSAP annual

conference was meeting new friends and

colleagues! #OSAPsm

Let’s stay in-touch. Follow us @InjectionSafety

for the latest One & Only Campaign happenings.

Use #OSAPsm for

your social media

questions – I’m

here to help!

Social Media: Steps for Success #1 Select the best social media outlet for your

audience and mission

� Know your audience

� Who is your target audience?

� Where are they engaging?

� What do they respond to?

� Know your social media mission

� What do you hope to accomplish?

• Build an online community

• Promote your practice

� What type of content will you generate and share?

• Pictures, guidelines, publications, reminders, etc.

#OSAPsm

Infographic provided by: Belmont Dental Group via Pinterest

Social Media: Steps for Success #2 Develop a Social Media Plan

� Core elements of planning:

� Set goals and objectives

• Raise awareness, grow clientele

� Monitor metrics

• Exposure, Engagement, Influence, Results

� Strategize content

• Re-purpose communications

• Create new content and images

� Manage Engagement

• Frequency of posting, response time

#OSAPsm

Community Building

Expansive Calls to Action

Increase Reach

General Awareness, Promotion, News

Listening & Monitoring

Engage Audiences

Create Buzz and Excitement

Ta

cti

cs

& E

ng

ag

em

en

t

Communication Strategy

Social Media Primary Objectives

#OSAPsm

Social Media: Steps for Success#3 Create Engaging Content

� Length

� Shorter posts typically perform better

� Link to more information

� Hyperlink (bityl), tag using @ symbol, #hashtag

� Call to action

� Invite followers to do something (attend an event, watch a video, read an article)

� Visual

� Posts with photos or images perform better than text updates

� Tone

� Friendly, action-oriented style, lively writing

#OSAPsm

Visual Content

#OSAPsm

Source: CDC NPIN In the Know: Facebook & Visual Social Media for Public Health,

Google for Government, March 2013

�Visuals are processed 60,000x faster than text

�Content with images attracts 94% more total views on average than content without images

�YouTube is widely used for information-seeking… • YouTube is the world’s 2nd largest search engine

• 1 in 5 watch health videos weekly

Create Visual Content

� Royalty Free Resources:

� Getty Images

� Google Image Search

� Enhance Photos with:

� Text

� Filters

� Collages

� Tools you can use:

� Instagram

� Picasa

� Studio

� Wordle.net

� Go Beyond Photos:

� Interactive infographics

� GIFs

� Video

Source: CDC NPIN In the Know II: What’s New In Image & Video Sharing?

UpWorthy “Your Unhealthy Love for Public Health in 14 Images”

#OSAPsm

GIF example

“You don’t read nutrition facts. You react to them.”

“News you can use,” conversational tone resonates with followers

Find Your Voice

#OSAPsm

Proven Headline Formulas:� Lists: Headlines with numbers in them consistently perform well.

� Example: 3 Tips for Patient Safety

� How to: “How to” titles promise a benefit to your readers.

� Example: How to tell the difference between a single-dose and multi-dose vial

� Target a Shark: Refer to a shark, which can be an important organization or person in your field.

� Example: Dr. Frieden’s Fight Against E-cigarettes

� Include Keywords: Use keyword phrases that you want to be known for in your headlines.

� Example: Top Communication Tools for Patient Notifications

� Find Inspiration Online: Use Portant’s Content Idea Generator

� Example: Injection Safety by the NumbersSource: Forbes, Twitter Best Practices for Business

#OSAPsm

Which Tweet Got the Most Clicks?

A. Adults need vaccines, too. Make sure you are up-to-

date.

B. Do you know which vaccines you need as an adult?

Take the CDC quiz.

#OSAPsm

And the Answer Is …

Tweet B (linked to an interactive quiz): 278 clicks!

Tweet A (linked to a text-only page): 82 clicks

#OSAPsm

Grow Your Audience

� Be consistent

� Be responsive

� Be reliable

� Be creative!

#OSAPsm

� Social Media Measurement Standards can be used to identify key metrics across various social media channels:

� Exposure - Amount of people potentially reached

� Engagement - Audience interaction with message

� Influence* - Measures sentiment (positive or negative) of audience response to message

� Results* - Audience takes action

• Revisit your goals

• Track your metrics over time

Social Media: Steps for Success#4 Evaluate Your Impact

*Influence and Results often require additional tools and analysis

#OSAPsm

5 Tips for Social Media Evaluation

Source: CDC NPIN In the Know: Social Media Measurement and Evaluation for Public Health

1. Define your social media success

2. Develop measurable goals and objectives

3. Measure engagement

4. Start small

5. Learn to measure results

#OSAPsm

Example: CDC Metrics Tracking

www.cdc.gov/metrics

#OSAPsm

Example: One & Only CampaignMetrics Tracking

� Real Results - Referrals from Facebook to the One & Only Campaign’s website increased by 36% when comparing Quarter 1 in 2014 to Quarter 1 in 2013.

� Expanding Reach – “Viral Post Reach” (the number of people who saw the One & Only Campaign’s Facebook page post in a story from a friend) nearly doubled from Quarter 1 in 2013 (1,213) compared to Quarter 1 in 2014 (2,142).

#OSAPsm

Success Story: Injection Prevention Society (IPS)

� IPS started with formative research and planning: � Needs assessment of members, � Creative thinking workshop, � Feedback exercises at IPS'

annual conferences

� Set objectives, launched

� Conducted on-going evaluation� Member surveys� In 2011, 1% of members stated

that Twitter would serve a purpose

� In 2013, 37% of IPS members were signed up to Twitter #OSAPsm

Source: Infection Control Today, “Using Social Media to Motivate Infection Preventionists”

Success Story: Infection Prevention Society

� Within one month the impact of the @IPS_infectionTwitter account increased two-and-a-half fold

� Reach - 8,047 to 27,146

� Impressions - 17,502 to 44,529 respectively

#OSAPsmSource: Infection Control Today, “Using Social Media to Motivate Infection Preventionists”

#OSAPsm

Success Story: CDC’s Live Twitter Chats

5 Takeaways for Your Social Media Strategy

#OSAPsm

1) Know your audience

2) Content is king

3) Establish relationships

with key influencers

4) Measure what matters

5) Use available resources

Apps for Oral Healthcare

� Patient Education:� dCStory: 3D images, animations, ability to view x-rays and photos

� Patient Communication:� MyDentist: One-touch referrals, social media integration, quick fill

appointments, mobile bill pay, patient forms

Sources: The Best Mobile Dental Apps (DentistryIQ) and Top 15 Mobile Applications for Dental and Oral Health (Medscape)

#OSAPsm

� Patient Form Entry and Clinical Note Taking:�Canvas Business Forms: Converts paper-based forms into electronic

formats for app use, barcode scanning

�Note Taker : free-hand notepad (audio recorder and camera), saves notes

as a digital file

�Dental Manager: built-in cost assessment and treatment-planning features

� Clinical Journal:�Journal of Cosmetic Dentistry

� Continuing Education:�Dental Learning Continuing Education:

take CE courses on iPhone or iPad

Apps for Oral Healthcare

Sources: The Best Mobile Dental Apps (DentistryIQ) and Top 15 Mobile Applications for Dental and Oral Health (Medscape) #OSAPsm

Additional Resources

� Social media usage (by age, demographics):

� Pew Research

� Planning and guidelines:

� CDC Social Media Resources

� Scheduling:

� Hootsuite (free)

� Social media management:

� Tweetdeck.com

� Evaluation:

� #SMMStandards Coalition

� SocialMention.com

� SproutSocial.com

� Tweetreach

� Bityl (URL shortener w/analytics)

#OSAPsm

� RSS Reader:� Feedly.com

� Hashtag Search:

� Topsy

Acknowledgements

� Abbigail Tumpey, MPH CHES Associate Director for Communications Science

� Jessica Schindelar, Acting Social Media Team Lead

� Elizabeth Greene, Health Communications Specialist

� David Doughty, Social Media Consultant

#OSAPsm

Thank you!

Questions?

Julie Straw

jstraw@cdc.gov

404-639-8928

#OSAPsm