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Social Media: Not to Be Confused with
Social MarketingBrandi Horton • Brittany Smith • Katie Van Dorn
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Learning Objectives
• Explore
• Examine
• Integrate
• Measure
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What Is Social Media?
• Large audience
• Rapid response
• Education
• Community
• Engagement
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Who Uses Social Media?
• 62 percent of adults in the U.S. go online daily.
• 92 percent of 18- to 29-year-olds in the U.S. use the Internet.
• 30 percent of adults in the U.S. send email from their handheld device, 69 percent send/receive text messages, and 34 percent go online.
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Who Uses Social Media?
• 200 million people are on Twitter.
• 3 billion YouTube videos are viewed daily.
• 750 million people are on Facebook.
• 120 million people are on LinkedIn.
• One-quarter of adults read blogs.
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Staying Safe
• Establish a policy.
• Understand privacy.
• Know when to say “no!”
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Integration
• Creates an echo chamber
• Ensures message consistency
• Establishes multi-dimensional communications with audiences
• Creates opportunity to measure audience engagement
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Social Media Strategy
Where do you start?
• People
• Objectives
• Strategy
• Technology
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POST: People
• Creators: Publish, maintain, or upload
• Conversationalists: Participate
• Critics: Post comments
• Collectors: Save information
• Joiners: Network online
• Spectators: View and consume content
• Inactives: Don’t participateSource: Forrester Research, Social Technographs Defined 2010
http://www.forrester.com/empowered/ladder201010
POST: People
Examples:
• Governance board
• Latino youth between the ages of 18 and 24
• Family members that have a child receiving services within the system of care
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POST: Objectives
• Listening
• Talking
• Energizing
• Supporting
• Embracing
Source: Forrester Research, Groundswell: Winning in a World Transformed by Social Technologies. Harvard Business Press, 2008.
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POST: Objectives
Example:
If you want a way to let youth in the community know about an upcoming youth conference, you’ll be “talking.” As your system of care and community get more comfortable with social media, you’ll move from “listening” to “embracing.”
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POST: Strategy
• Create a plan.
• Consider implications.
• Get buy-in.
• Identify manager.
• Create a social media workgroup.
• Develop user guidelines and policies.
• Develop a crisis plan.
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POST: Strategy
Example:
Do you want to have a place where community members can go to get information about your system of care?
Do you want to create a place where family members can actively support each other in raising children with behavioral health challenges?
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POST: Technology
• Social media isn’t about technology. It’s about relationships.
• Select a technology that encourages engagement.
• Select the technology based on your audience.
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POST: Technology
Example:
If you want to reach behavioral health professionals in your community, set up a LinkedIn group.
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Analytics and Measurement
• Establish benchmarks.
• Track progress.
• Listen and analyze.
• Understand search.
• Recognize engagement.
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Case Study: Impact System of Care
• Integrating social media with communications– Web site
– YouTube
– SurveyMonkey
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Engaging Communities
• Internal and external audiences
• Youth-guided, family-driven
• Culturally and linguistically competent
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Your Social Media Toolbox
Ways to use social media:
• Grassroots organizing
• Fundraising
• Information sharing
• Partnership building
• Media outreach
• Marketing and promotion
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Your Social Media Toolbox
• YouTube
• Blogs
• Analytics tools
• And more!
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Q&A
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Presenter Contact Information
Brandi Horton
Brittany Smith
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