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www.nasuad.org
Social Media
Presentation for the American Society on Aging
Conference
4/13/2012
Social Media Overview
In the last several years, the use of Facebook,
Youtube, Twitter, and other social media tools to
disseminate information has grown significantly.
Using social media tools has become an effective
way to expand reach, foster engagement, and
increase access to credible, up-to-the-minute
information
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What is Social Media?
• The best way to define social media is to break it
down. Media is an instrument on communication, like
a newspaper or a radio, so social media would be a
social instrument of communication.
• Includes:
– Participation
– Openness
– Conversation
– Community
– Connectedness
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Who is Using Social Media?
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Survey
• Sent to:
– State-level aging and disability directors
– State Long Term Care Ombudsman directors
– State Information and Referral/Assistance
directors
• Included 11 questions about the use of social media in
state-level agencies
• Received 83 responses
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Low Use of Social Media • 74 percent of all respondents report they use no
social media options
– 80 percent of state agencies
– 86 percent of Ombudsman programs
– 47 percent of I&R/A programs
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Why Agencies do not Use Social
Media
• Of those who do not use:
– 49 percent cite low staffing levels
– 29 percent say social networking sites are
restricted
– 27 percent do not see a need
– 13 percent say social media profiles are under
consideration or in progress
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Facebook and Twitter Most Used
• Of those who use social media:
– 100 percent use Facebook
– 48 percent use Twitter
– 43 percent use Youtube
– 10 percent use Flickr and LinkedIn
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Intentions of Profiles
• Intended uses
– 77 percent use to provide updates from the
agency and to promote visibility of the agency
– 65 percent use to advertise services to older
adults
– 57 percent use to advertise services to caregivers
• Intended audience
– 100 percent report caregivers
– 83 percent report beneficiaries
– 74 percent report advocates
– 48 percent report state employees
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Scope and Frequency • Number of connections
– Facebook:
• Range: 4-1200
• Average: 127
• Median: 100
– Twitter:
• Range: 6-1038
• Average: 430
• Median: 154
• Frequency
– Respondents log on daily (40 percent) or weekly (24 percent)
– Respondents post weekly (36 percent)
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Benefits
• 83 percent of respondents say that using social media
has been beneficial to their agencies
• 61 percent of respondents are interested in learning
more about social media
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How to Use Social Media
Social Networking Best Practices
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• There are hundreds of social networking sites
available, each with distinct targets, purposes, and
functions.
• Visit the sites to gain an understanding of the
participants’ culture and functionality.
• We will provide an overview of Facebook and Twitter,
the two most popular sites.
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Become Familiar with the Site
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Consider Overall
Communications Strategy
Before launching a page, make sure social networking
activities mesh with the communications strategy and
overall objectives of your organization.
Provide Engaging Posts and
Materials
Incorporate videos, questions, images, and other
materials to actively and repeatedly engaged users
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Create a Comment Policy
• While social media encourages conversation, it is
important to have policies in place that cover the
response to inappropriate or derogatory comments.
– Consumer Voice “Facebook First Fridays”
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Develop a Promotion Plan
• Who is your audience?
• Who are your partners?
– Encourage fans to share and cross-promote using
these social media channels
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Develop an Evaluation Plan
• How will participation be measured?
– User engagement
– Number of posts/week
• Analytic Packages
– “Facebook Insights” allow the administrator to see
demographic information and fan interactions with
the page over time.
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