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Diana Lejardi,
November 12, 2014
Using Social Media
Things to Consider
Who is your target audience? What do you want to use social
media for? Who will be responsible for
posting messages and responding?
Types of Social Media
Social networks (Facebook) Blogs Microblogs (Twitter) Podcasts Forums Photo and video sharing
Advantages of Social Media
Provides immediate information Can create rapid connections and build
relationships with the public Helps build and maintain dynamic
relationships with the media
Advantages of Social Media
Helps dispel rumors by immediately providing accurate information
Incorporates website links where media outlets and the public can obtain more detailed information
Works in support of a broader communication strategy
Disadvantages of Social Media Some people mistrust social media or
don’t know how to use them. Personnel and technology are required Continual monitoring and following up are
needed Limited to terms of how much info can be
included Some audiences do not use social media Some people post to start controversy
Protocols
Clear messages and new pages through your Communications Office
Determine who will manage the page Consider record retention for
Freedom of Information requests Personal Pages: If you list your place
of employment, include a disclaimer
Working with your Communications Office Timely topics Determine what messages are
important and when Help develop messages
Get Your Message Out
Develop multiple tweets/posts Highlight what’s important/helpful Give tools and tips Send them to your Communications
Office for approval The less work your messages need,
the more likely they’ll go out
Tips for Social Media Be catchy
Don’t just post a link Try to put a face to your page
Use quotes and pictures Engage users Use html pages instead of
downloads for linksEasier to access on mobile
devices
Using bit.ly Shortens web addresses (about
25 characters) Evaluation component
Tips for Twitter
Tweet daily Keep messages to 120
characters or lessMakes it easier for other users to
retweet Use multiple tweets to get out
more information Use hashtags (#)
Make It Interesting
Basic Tweet:
Fact Sheet: Falls and Older Adults. For info: http://1.usa.gov/fppqVh
SPICE IT UP!
Using Multiple Tweets
Facebook Posts Allows for
more characters to entice users (420)
Allows for graphics/thumbnails
Videos, photos, links
Making Your Messages Effective
Give resources/call to action Target your audience Make sure your messages can
stand alone Make your links/information
easily accessible
Have Messages Prepared
In case there is an event: We are aware of the situation Our role is ________________. Our next step is ________________.
Let people know you’re playing and they can come back for information.
5 Major Characteristics or Attributes of Social Media Participation Openness Conversation Communities Connectedness
Social Media Users
Lurkers Novices Insiders Leaders Elders
Social Media: Before a Crisis
Developing relationships with audiences builds trust
Helps promote preparedness and education audiences about risks
Organizations need to be regular users of social media before a crisis
Social Media: Before a Crisis
Include social media in your CERC plan Monitor social media to track issues and
listen to the concerns of the public Use social media in daily communication
activities Follow and share messages with credible
sources
Social Media: During a Crisis
Immediacy of social media is an important feature during a crisis
Most immediate forms, like microblogging (Twitter) and social media (Facebook) will be prevalent in early stages
Stakeholders become key sources of information
Social Media: During a Crisis
Join the conversation, help manage rumors by responding to misinformation, and determine the best channels to reach segmented audiences
Check all information for accuracy and respond honestly to questions
Recognize that the media are already using social media
Remember social media is interpersonal communication
Social Media: During a Crisis
Use social media as a primary tool for updates
Organizations have another option Ask for help and provide direction Web 2.0 is not a solution to all
communication problems
October Snowstorm 2011
October 29 Issues
Hospitals, nursing homes, residential facilitiesPower outagesCarbon monoxide poisoningFood safetyPublic water systems
10/28 10/29 10/30 10/31 11/1 11/2 11/3 11/4
2011 2 1 25 43 48 10 4 1
2010 0 0 0 0 2 0 0 0
5
15
25
35
45
55 Number carbon monoxide poisoning cases, by dateN
umbe
r of c
ases
repo
rted
Our Response
Set up website Press releases (18 releases from October
30 – November 12) Twitter and Facebook Fact sheets Text4Baby Template message for local health
departments
Superstorm Sandy
310 storm-related tweets from October 25 – November 7
68 storm-related posts on Facebook from October 25 – November 8
1,732 clicks through bit.ly from October 26 – November 8
Blizzard Nemo
Writing for Social Media
Provide adequate scientific expertise Provide messages of self-efficacy Use social media to provide emotional
support Establish trust with social media users You are not necessarily able to control
what messages are being sent
Writing for Social Media The public is increasingly diverse in terms
of which medium they are using to get information
Use social media to listen to the public Collaborate and coordinate with credible
sources Partner with the public via social media Accuracy is always important but so is
speed of response
What happens if you get a question?
*You should respond
*You want people to engage
Crafting a Response
Acknowledge the question Address the issue Provide resources Drive people back to your main
message
Example :Question:
Response:
Evaluation
Effectiveness of messages Determine what messages your
audience is interested in Is it worth your time?
Evaluation Tools
bit.ly Number of followers, friends and
likes Comments on Facebook Facebook Insights Retweets and mentions (Twitter) Website analysis
Promoting Your Page
Include links in materials Widgets/buttons on webpages
Resources
CDC Social Media Tools Guidelines and Best Practiceswww.cdc.gov/SocialMedia/Tools/g
uidelines/ State of Connecticut Social
Media Policyhttp://
www.ct.gov/doit/cwp/view.asp?a=1245&q=467964
Contact Me
Diana Lejardi
860-713-6414
www.twitter.com/ct_oec
www.facebook.com/ctoec
