Web and Social Media Institute

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Web and Social Media Institute

• 101 Starting the Conversation
• Tuesday 11/27 at 1000
• 201 Maximizing Your Impact
• Tuesday 11/27 at 130
• 301 Measuring Value
• Wednesday 11/28 at 1000

All sessions are here in Wilson A
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Brought to you by

• AIDS Education and Training Centers
• AETC National Resource Center
• Northwest AETC
• TARGET Center
• AIDS.GOV

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Web and Social Media Institute 201 Maximizing
Your Impact
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Todays Presenters

• Judy CollinsAETC National Resource Center (AETC
  NRC)
• Alan GambrellTARGET Center
• Aisha MooreAIDS.gov
• Bruce MaederNorthwest AETC
• Jamie Steiger, Moderator AETC NRC

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Learning Objectives

• By the end of this session, participants will be
  able to
• Use social media (e.g., Facebook, Twitter,
  multimedia) to expand your reach.
• Write content for online platforms.
• Know how to access training to keep informed as
  technology and tools evolve.
• Use multimedia tools and platforms to present
  information in varied formats.

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Overview of Session

• Making the Most with Social Media
• Social Media and You
• Why Use Social Media
• Social Media Best Practices
• Writing Online
• Context
• Challenges of Communicating Online
• Tips and Best Practices
• Group Exercise
• Using Multimedia Tools
• Components of an Effective Video
• Demonstration

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Making the Most of Social Media
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What target audience do you represent?

1. Healthcare providers
2. Health educators
3. Case managers/social workers
4. Program managers/administrators
5. Trainer
6. Other

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Are you a social media stalker? (part I)

1. Yes, I engage in social media to connect with
   colleagues
2. Yes, I engage in social media to connect with
   clients/patients
3. Yes, I engage in social media to connect with
   colleagues clients/patients

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Are you a social media stalker? (part II)

1. Yes, I engage in social media, but only as an
   observer (no commenting or sharing)
2. Yes, I engage in social media, but only
   personally
3. No, I do not engage in social media

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Who do you follow on social media?

1. AIDS.GOV
2. CDC
3. AETC National Resource Center
4. TARGET Center
5. Jay Z Beyonce

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Why Use Social Media?

• Share information, resources
• Promote your website, activities and events
• Stay engaged with patients/clients
• Network collaborate with colleagues
  organizations
• Bring awareness to a cause or issue

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Whos using social media in healthcare?

• Physicians
• Nurses
• Health educators
• Healthcare administrators

Doctors, Patients Social Media, QuantiaMD
September 2011 http//nicolaziady.com/wp-content/
uploads/2012/01/doctors-patient-social-media.pdf
Use and Acceptance of Social Media among Health
Educators, American Journal for Health
Education, July/August 2011 http//www.aahperd.org
/aahe/publications/ajhe/upload/July-August-2011.pd
f
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How are they using it?

• Healthcare providers
• networking, collaborating, connecting with
  colleagues and patients
• Health educators
• announcements, news, linking content, fostering
  discussion
• Healthcare administrators
• promoting advertising, information sharing
  among stakeholders and consumers

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Social Media Best Practices

• Develop a social media strategy, establish clear
  goals and build them into your agencys
  communication program goals
• Know the platform language, admin panels
  privacy settings
• Know how/when to post updates, comment on or
  share information
• Know your audience, establish a presence, then
  build an audience

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Building an Audience

• Like/follow relevant, interesting people
  organizations
• Post consistently, but with brevity. Include
  content that is credible creates conversation
• Dont be selfish comment, share reply
• Stay current update your account(s) regularly
• Invite friends/colleagues to join your network

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Facebook

• Average age 38
• Users prefer collective information
• Post after 11am ET weekdays
• Peak time 1-3pm ET, especially 3pm ET on
  Wednesdays

http//pewinternet.org//media/Files/Reports/2011/
PIP20-20Social20networking20sites20and20our
20lives.pdf http//blog.bitly.com/post/2266385099
4/time-is-on-your-side
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Twitter

• Average age 33
• Most racially diverse of the mainstream SNS
• Real time updates are checked more frequently
• Peak time 1-3pm ET early in the week
• Avoid posting after 3pm ET Friday

http//pewinternet.org//media/Files/Reports/2011/
PIP20-20Social20networking20sites20and20our
20lives.pdf http//blog.bitly.com/post/2266385099
4/time-is-on-your-side
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Utilize Facebook Custom Features

• Schedule posts in advance
• Use your admin panels
• Target posts
• Create custom tabs
• Whenever possible, include visually stimulating
  content or videos

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https//www.facebook.com/AETCNRC
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Participate in a Twitter Tweet Chat

• Whats a tweet chat?
• Pre-arranged chat
• Tweets include a predefined hashtag to identify
  the topic link the updates together
• Happens in real-time

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Ex CDC tweet chat on public health
Advertised on their website and posted on
Twitter
Retweeted by the Institute of Medicine
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Link Your Accounts via Social Media Marketing
Management Tools

• Example HootSuite
• Schedule posts in advance
• Post only once
• Custom activity reports

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Maximizing Your Social Media Impact Recap

• Stick to your social media strategy
• Know the platforms
• Utilize free online training resources

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Writing Online
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Context Why (Bother to) Write Online?

• to friend a person is merely to include the
  person in our private hall of flattering
  mirrors.
• Jonathan Franzen, Novelist, commenting on facebook

• The things we may be unlearning, tweet by tweet
  complexity, acuity, patience, wisdom, intimacy
  are things that matter.
• Bill Keller, Executive Editor, NYTimes, on social
  media

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Context What People Want and Need

• Share
• Talk to your colleagues to improve your work
• Inform
• Tell people where and how to go for care
• Change
• Engage clients in care

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Challenges of Communicating Online

• What time do you have to write?
• What is the competition?
• How do people read online?

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Challenge Competition

• People are desperate to fill the space theyve
  got theyll print anything, go with anything,
  pursue rumors, and even create them.
• Lois Smith, Publicist

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Challenge How People Read Online

• Online, People Scan
• Read lt20 of words on page
• First 11 characters on a web page are the most
  important
• People decide in 5 seconds if your site is useful

• From the Webinar What Not to Web Plain Language
  and Writing for the Web Made Easy
• View _at_ www.howto.gov

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Writing Online Tips

• Ask yourself Can my audience use this
  information?
• Brevity
• Your Lead
• 2 source rule
• Get permission to quote/attribute
• Repurpose dont plagiarize
• Visuals/Graphics

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Tip Can My Audience Use This?

• Probably YES
• Resource to use
• Event to attend
• Contribution to make
• Happening to inspire
• Updated website

• Probably NO
• Upcoming CAB meeting
• What a nice day it is

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Tip Brevity (Count the Words)

• Tweets
• Facebook
• Blogs
• Web Pages

• Counting Words in MS Word
• File gt Properties gt Statistics

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Tip Headlines

• 3-8 Words
• Something with Appeal
• Action, Purpose, Outcome

• Two Headlines
• From the TARGET Collection Video Orientation on
  Planning Councils
• Blast From the Past Planning Council Video

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Tip Your Lead (or Tweet)

• Put the most important information up front

• Data point
• Quote
• Action to take

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Tip Two Leads, Different Messages

• The Health Resources and Services Administration
  (HRSA) administers the Health Center Program as
  authorized by section 330 of the Public Health
  Service (PHS) Act, as amended (42 U.S.C. 254b).
   Health centers. This Funding Opportunity
  Announcement (FOA) solicits applications for the
  Health Center Programs Service Area
  Competition-Additional Area (SAC-AA). 

• Federal funds are available for one agency to
  deliver primary medical care to the Tuskegee,
  Alabama service area. Applications are due to
  grants.gov December 15.

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Tip Get Permission to Quote/Attribute

• YES IF Original content, interviews,
  interpretation
• MAYBE NO IF You are quoting from another written
  source
• How To Do It
• Send an e-mail or make a phone call
• Use a signed permission form for photos you take
  and use
• Why Do It
• Online information is often dated, possibly
  inaccurate
• Telling people you want to use their information
  is a form of marketing yourself

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Tip Repurpose, Dont Plagiarize

• Your Greatest Tool Cut and Paste
• Easy Access to Information
• Ready Means for Confirmation (when obtained from
  multiple sources)
• But the Risks
• May be inaccurate
• Plagiarism

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Tip Mechanics of Posting Content

• Strip Out the Code. Copy and Paste Into
• PC - Notepad
• Apple - Text Edit
• Then Copy and Paste Into Content Management
  System

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Tip 2 Source Rule
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Tip Visuals/Graphics

• The Eye Must Travel.

Diana Vreeland
Harpers Bazaar, March 1959, Ben Rose
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Things to Avoid

• Up Front Clutter (agency names, authors,
  acronyms)
• Laundry lists of services
• Endorsement and enthusiasm
• Too much

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Writing Online Wrap Up

• Kurt Vonnegut's 8 rules for a great story
• David Ogilvy's 10 no-BS tips
• Henry Miller's 11 commandments
• Jack Kerouac's 30 beliefs and techniques
• John Steinbeck's 6 pointers
• Susan Sontag's synthesized learnings.

Make Sure You Read a Lot of Books Writing Rules,
Zadie Smith
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Blog Example
Source Shape Content for Action
www.fly4change.com. 10/15/12.
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Facebook Example
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Tweet Example
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Fix This Turn This Into a Tweet

• The Institute of Medicine (IOM) issued a report,
  Monitoring HIV Care in the United States A
  Strategy for Generating National Estimates of HIV
  Care and Coverage.
• The report was commissioned by the White House
  Office of National AIDS Policy in support of the
  National HIV/AIDS Strategy (NHAS).
• A critical part of NHAS is to accurately monitor
  the scope of the HIV/AIDS epidemic and the
  availability and success of treatment and
  prevention programs.
• Data collected from a nationally representative
  sample of people with HIV can be used to help
  monitor the effect of the Affordable Care Act on
  health care coverage and utilization. Monitoring
  will provide an enhanced means of assessing the
  effect of the NHAS and the ACA on care received
  by people with HIV.

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Fix This Write a Lead Sentence

• Agency X has a new eligibility intake system.
• This system is going to tie into the State
  Exchange under the Affordable Care Act.
• Clients will undergo eligibility screening for
  public and private health insurance.
• Clients can now get help accessing all kinds of
  public and private insurance options.
• The eligibility intake system will start up in 3
  months from today.
• The number to call for more information is
  800-555-1212.
• The current eligibility screening system will
  continue to be used until 3 months from now.

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Fix This Blog

• Find 3 things to fix

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Using Multimedia Tools
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• Thank you!
• and,
• enter our raffle!!

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Web and Social Media Institute

• 301 Measuring Value
• Wednesday 11/28 at 1000

All sessions are here in Wilson A