npin twitter chat nchcmm 2012
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Leveraging the Power of Twitter: Executing & Evaluating a Twitter Chat
August 7, 2012
CDC NPIN Social Media Channels
Twitter: www.twitter.com/cdcnpin Daily News/Resource Updates Live Event Coverage Live Chats
Facebook: www.facebook.com/cdcnpin Photo Sharing Commenting/Notes
Google Plus Group Video Chats (hangouts)
LinkedIn Discussions/Professional Development Training Opportunities
Goal: Improve & increase communication channels available to CDC NPIN partners
A Bit About Twitter
What is it? A “microblogging” site for networking and information/resource sharing 140 characters
Who is Using Twitter? * Number of U.S. adult Twitter users: 7.1M by 2013 15 percent of online adults use Twitter - 8 percent use it daily More than one quarter of online African-Americans (28%) use Twitter 26 percent of Internet users age 18–29 use Twitter
*Smith, Aaron and Brenner, Joanna Twitter Use 2012 Pew Internet & American Life Project, May 31, 2012 http://www.pewinternet.org/Reports/2012/Twitter-Use-2012.aspx accessed Aug 1, 2012
Twitter Chats
• Interactive, online discussions • Real-time • Bring a community of people together • Dig deeper into a set topic for a specified period of time • Opportunity to connect across geographic boundaries • Network and share ideas • Develop potential off-line partnerships
Planning Your Chat
• Choose a topic: key public health issues for your community, hot topics, something your audience is already talking about, the day/month’s events/observances
• Know your goals and audience
• Create a short hashtag to be used with every tweet
• Organize the chat into key segments to keep focused on purpose and messages
• Prepare an outline of the chat
Ongoing Health Chats Source: Healthcare Hashtag Project – symplur.com
#hcsm: health care communications and social media #MDchat: physician issues #RNChat: nursing issues #eldercarechat: elder care professionals and caregivers #MHSM: mental health and social media #HITsm: health IT and social media
Chat Promotion
• Invite partners to join you, give them a clear role, and ask them to promote
• Notify key influencers on Twitter • Promote the chat through all your
communication channels • Have an online home with chat
information so people can learn more about how to participate
Sample Chat Structure
Hosting the Chat
• Set internal roles - Monitor and responder roles are important. Make sure everyone has a copy of the outline/script and knows their roles
• Go with the flow AND stay on topic
• Monitor hashtags after the chat; questions and comments often come in later
• Follow up
Recurring Chat - #NPINchat
• Series of monthly open
chats on topics around HIV/AIDS, Hepatitis, STDs, and TB
• Opportunity for collaboration—get partners involved as featured guests
• Facilitate linkages between partners
Chat Blitz - #NHTDchat
• Series of 5 chats, in the week leading up to
National HIV Testing Day 2011 • Open chats with HIV leaders on topics:
Social Media, Testing, Primary Care, NHTD, and Mental Health/ Substance Abuse
• 397 participants, increased followership of all accounts, and sustained collaborative relationships
#NHTDchat
#NHTDchat
#NHTDchat
Social Media Outcomes high-profile exposure of messages
Social Media Outcomes broaden followership and reach
Other Outcomes
• Increases face-to-face communication and adds to conversations and partnership development and collaboration
• Creates visibility in online communities • Drives traffic to your Web site
Measuring Outcomes
• Participants • Number of tweets • Messages/retweets • Unique questions • Shared resources • Potential reach • New connections • Web site visits
AIDS 2012 Conference Social Media Statistics
Total Stats (All Keyword Groupings) July 22 - July 27
Day Total Posts Unique Sources Retweets *Potential Twitter Reach Positve Negative Neutral
Total Stats (All Keyword Groupings) 54,792 15,511 28,147 428,052,971 0.06% 0.03% 99.91%
Topic Trend
428,052,971
Helpful Hints
• Keep tweets under 140 characters to allow room for commenting and re-tweets
• Test all your links before sending • When appropriate, tweet pictures to increase
engagement • Include hashtags to help people follow the conversation
(1-2 hashtags is ideal)*
*www.buddymedia.com
Helpful Tools • CDC Social Media Toolkit and Guide to Writing for Social Media
www.cdc.gov/socialmedia • AIDS.gov new media tools • Tweetdeck.com • Hootsuite.com • Tweetchat.com • Symplur.com (healthcare hashtag project)
Free Tracking • Tweetreach.com • Hashtracking.com—tracks twitter chats • tweriod.com—tracks best times for tweets based on your and your followers’
tweets Purchased Tracking • Radian 6 • PeopleBrowsr • Lithium
Acknowledgements
• Cynthia Newcomer – Danya International, CDC NPIN • Sherese Bleechington – Danya International, CDC NPIN • F.E. Harrison – CDC, NCHHSTP • Erin Edgerton – Danya International
