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ENGAGING YOUTH IN SOCIAL MEDIA: CREATING A SAFE SPACE FOR ONLINE ENGAGEMENT
Mandy Ackerman, LMSW, MPH
EngenderHealth
AGENDA
Background
Social Media Landscape
Safety Strategies &
Addressing Concerns and
Questions
Creating a Social Media Plan
Q&A
BACKGROUND
WHO HAS SEEN THIS BEFORE?
95 percent of teens ages 12-17 use the Internet81 percent of them use social media
25 percent of youth accessed health information online
BENEFITS
Reach
Engaging different
students
Reliable information
Low cost
User friendly
Tracking tools
Effective
SOCIAL MEDIA IN HEALTH PROGRAMMING
Reinforces health messaging Establishes positive social norms among
peers Engages youth in a non-traditional setting Keeps conversations going Connects to community resources
SOCIAL MEDIA LANDSCAPE
What U.S. Youth are Using Compared to 8th Graders at KIPP Dallas
Facebook Instgram Snap Chat Twitter Tumblr Other Google+ KIK0%
10%
20%
30%
40%
50%
60%
70%
80%
What Youth at KIPP Dallas are Using
What U.S. Youth are Using
What U.S. Youth are Using Compared to What Service Providers are Using to Engage Youth
Face
book
Inst
gram
Snap
Cha
t
Twitt
er
Tum
blr
Other
Googl
e+
I don
’t kn
ow
Pint
eres
t
Linke
dIn
None
KIK
0%
10%
20%
30%
40%
50%
60%
70%
80%
What Service Providers are Using to Engage Youth
What U.S. Youth are Using
SOCIAL MEDIA USAGE IN A TYPICAL WEEK
67%
20%
10% 3%
Service Providers
Extremely LikelyVery LikelyLikelySlightly LikelyNot Likely
31%
22%
26%
12%
9%
Youth at KIPP Dal-las
Extremely Likely
Very Likely
Likely Slightly Likely
Not Likely
SAFETY STRATEGIES & ADDRESSING CONCERNS AND QUESTIONS
SAFETY STRATEGIES
What to look out for Bullying Sexually explicit/pornographic content Threats Mental health issues Inaccurate/harmful information Other inappropriate comments/posts
How to target this behavior Setting clear policies and boundaries Creating guidelines together Leading by example Monitoring content Providing trustworthy and reliable information Discussing media literacy and media etiquette
ADDRESSING YOUR QUESTIONS
How do we know which
platforms work for which
population?
Look up national statistics Conduct formative research Learn from organizations
already doing this work
ADDRESSING YOUR QUESTIONS
For Youth Social media etiquette
and media literacy Permanency of the
internet
For Providers Professional profile Privacy settings Not following or
“friending” students
ADDRESSING YOUR QUESTIONS
How can we get their
attention?
Fun and welcoming Clearly articulates
purpose Aligns with youth media
interests Ask youth what they want
ADDRESSING YOUR QUESTIONS
How can I use social media legally with
youth?
Minimum age limits Notifying parents Getting consent
CREATING A SOCIAL MEDIA PLAN
DOES YOUR ORGANIZATION HAVE A SOCIAL MEDIA PLAN?
Yes14%
No55%
I don’t know31%
ARE YOU INTERESTED IN DEVELOPING A SOCIAL MEDIA PLAN TO ENGAGE YOUTH?
Yes64%
No16%
I don’t know20%
SOCIAL MEDIA PLANNING OVERVIEW
1. Revisit your program goals2. POST –
1. Population
2. Objectives/goals
3. Strategy/tactics
4. Technology source
3. Planning your content
4. Navigating roles and responsibilities
5. Evaluating progress
POST Framework
P-people Who should you be engaging?
O-objectives What are you trying to accomplish?
S-strategy What will you do to meet your objectives, and how can that impact your work?
T-technology What technology works best for my community?
ENGENDERHEALTH: SOCIAL MEDIA INITIATIVES
Gender Matters Private Facebook Group Making Proud Choices Private Facebook
Group Making Proud Choices Instagram Page
EXAMPLE:
Organization Mission: Improve the lives of men, women, and families through work in family planning, maternal health, HIV and AIDS and gender equity.
Gender Matters Mission: aims to reduce the rate of teenage pregnancy and teenage STI rates in Travis County, and seeks to achieve three behavioral outcomes with youth participants:
Delay the onset of sexual intercourse Increase the use of the most effective contraceptive
methods, including hormonal contraception and the IUD
Increase consistent and correct use of condoms
POST Framework
P-people All Gender Matters participants
O-objectivesGoal: Reinforce curriculum health messages of preventing teen pregnancy and disease with Gender Matters participant
Objective: Recruit 35% of Gender Matters participants to join the private Facebook group by the end of in-person curriculum implementation
S-strategy Strategies:-Fill gaps from classroom material-Continue conversations started in the classroom-Provide information leading up to classroom session material-Reintroduce concepts learned in the classroom
Tactics:-Post material (images, videos, memes, stats) related to the content themes-Pose questions regarding content covered in class -Facilitate online discussion
T-technology Facebook
EXAMPLE:
Content Plan Personal goals and dreams Overcoming obstacles Healthy relationships Committing to healthy behaviors Planning for the future
Navigating Roles and Responsibilities Classroom facilitators Social media manager
EXAMPLE:
Evaluation Membership totals Amount of posts by facilitator Amount of unique responses by participants Amount of unsolicited posts by participants Amount of likes per post Amount of “seen” per post
EXAMPLE:
OUTLINING YOUR SOCIAL MEDIA PLAN
THANK YOU!
Mandy Ackerman, LMSW, MPH
Program Associate
EngenderHealth
512-337-2544
QUESTIONS?
