Upload
miranda-miller
View
1.071
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Half-hour presentation (37 slides) and discussion for Canadian Mental Health Association bi-annual Health & Wellness meeting on using social media marketing. Includes potentially problematic scenarios and tips for risk management for mental health & social services providers.
Citation preview
Taking It OnlineUsing Facebook in Health & Social Services Promotion
Miranda Miller, for Canadian Mental Health Association
Tips, Tricks & Risk Management
© 2012, Miranda Miller
Agenda
1. Social Media Marketing – Fun Facts
2. SMM Benefits for Publicly Funded or NP Orgs
3. Industry-Specific Challenges & Concerns• How people use SM for health concerns• Problematic scenarios & discussion
4. The New Facebook - Timeline Pages
5. Q&A
Using Facebook in Health & Social Services Promotion
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Social Media Marketing – Fun Facts
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Facebook… it’s kind of a big deal.
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Where is content most often shared?
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
How many Canadians are using
Facebook?
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
• 31,000 people 18+ within 80km of Kincardine
• 57,500 people 18+ within 80km of Owen Sound
• 6.1 million people 18+ in Ontario
How about in our area?
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
SMM Benefits for Publicly Funded or
Non-Profit Organizations
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
• Low barriers to entry• Connect/collaborate with similar organizations• Increase exposure & raise awareness• Monitor conversations• Manage misinformation – important in health• Stay connected with donors, partners, etc.• Raise funds online through social networks
SMM Benefits for NPOs
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Turn your Facebook Page into a fundraising hub. (www.causes.com)
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Make new contacts through organized chats. (TweetChat.com)
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Take advantage of discounts offered to non-profits by many SMM management companies.
(SproutSocial.com)
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Interact publicly, on your Page or someone else’s, or privately through Facebook’s new messaging for Pages to control information
and protect privacy.
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Industry-Specific Challenges & Concerns
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
How are people using social media in healthcare right now?
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Those with health concerns are more likely to engage, trust and share on social networks.
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Let’s look at a few scenarios illustrative of the concerns a mental
health or social services organization may have in using
Facebook…
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
How would your team manage a user post about suicide posted on
your Page?
Scenario #1 – Threat to Harm Self
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
• Staff or volunteers managing social presence need same training as those interacting with patients/clients/public over the phone or in person.
• Established policies and procedures are key, as in other communication channels.
• Be aware that people may use your channel for purposes other than those intended.
#1 – Preparedness is Key
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Educate Users
Use your About, Cover Photo, and even an App to inform users of help resources and when/how
the page is monitored.
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
How would your team manage a user posting a complaint that is
better settled privately?
#2 – Unfounded/Private Complaint
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
• What does your Social Media Policy and corresponding Procedure advise?
• Disengage the user publicly, engage privately, diffuse the situation, and inform them you are deleting the public post.
• Post a standard message to your Page informing followers that a post was removed, state why, reinforce proper use of Page.
#2 – Go by the Book
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Educate Users
Show your responsiveness, set
realistic expectations,
enforce policies, encourage positive
interaction.
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
How would your team manage a user posting spam on your Page or harassing, attacking, or otherwise
acting inappropriately?
#3 – Spam or Persistent Unwanted Contact
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
• Do you know the person as a patient or client and is a face-to-face conversation an option?
• How inappropriate are the posts or messages? Do they warrant blocking the user? At what point should a Page manager escalate to management or authorities?
• Policies and Procedures should dictate which types of content are removed, when, and by whom.
#3 – Use Your Judgment
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Educate Users
Get the interaction out of the public eye,
using Messaging if contacted first, or
consider blocking the user to prevent
further damage to your brand.
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
The New Facebook - Timeline Pages
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Open Graph & Apps
Image Source: developers.facebook.com
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
News Ticker
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Timeline Pages
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Timeline Pages
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Pinned Posts
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Cover Images
Go to www.facebook.com/help/?faq and ask about cover image rules.
© 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion
Q & A:Hit me with your best shot