sam loewner - using social media to achieve goals, engage citizens, and improve outreach
DESCRIPTION
"Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach" was presented at the Center for Health Literacy Conference 2001: Plain Talk in Complex Times by Sam Loewner, Social Media Specialist, MAXIMUS.Description: Learn what makes social media a uniquely useful tool to communicate with diverse audiences. This hands-on workshop will cover the uses of social media, the privacy and security concerns associated with new media, and how to write to reach your intended online audience.TRANSCRIPT
![Page 1: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/1.jpg)
Plain Talk Social Media Workshop
Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach
1
Presented by Sam Loewner 9/22/2011 Plain Talk in Complex Times
![Page 2: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/2.jpg)
Workshop Goals
• How to think about social media: the basics
• Generating “good” content for social media
• Useful social media tools
• Measuring your social media success
• Activity
2
![Page 3: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/3.jpg)
SOCIAL MEDIA DEFINITIONS
3
![Page 4: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/4.jpg)
4
![Page 5: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/5.jpg)
5
![Page 6: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/6.jpg)
6
![Page 7: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/7.jpg)
SOCIAL MEDIA STRATEGY Plan. Implement. Operate.
7
![Page 8: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/8.jpg)
Social Media Strategy
• The model: this presentation • The components:
– Audience • Who are “they?”
– Speaker • Why should “they” listen?
– Objectives • What are “we” going to accomplish?
– Content • What are “they” seeing (or hearing)?
Overview Audience Speaker Objectives Content
8
![Page 9: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/9.jpg)
Audiences – The Users of Social Media
• Although younger generations are more prolific users of social media, older generations are rapidly adopting the services.
• Social media is popular across all racial demographics, and different racial demographics use social media in distinct ways.
• Social media, and the internet as a whole, are used by both high- and low-income users. Low-income users may be more likely to look for government resources online.
• Social media isn’t just for college students. Both Twitter and Facebook are popular among those without college degrees.
9 Overview Audience Speaker Objectives Content
![Page 10: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/10.jpg)
Audience Information
• Put your audience first
• Keys for learning about your audience – Know the demographics – Learn what commonalities exist – Understand how and when they are listening – What do they want to learn? – Ask them about themselves
• Use this information to determine what kind of social media channels to invest in.
10 Overview Audience Speaker Objectives Content
![Page 11: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/11.jpg)
• Users expect different content from different sources – Personal – Organization – Government – Corporate
• Give people a reason to pay attention to you
Types of Speakers
11 Overview Audience Speaker Objectives Content
![Page 12: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/12.jpg)
Objectives
• Don’t use social media just to say that you are using it.
• Determine what makes your presence different – What are you going to offer that isn’t already out there?
• What are your “real life” information goals? – Those goals should look very similar to your social media goals.
• Consider print or email outreach: social media can be another channel for that AND accomplish things that those channels can’t.
• Examples: – Customer Service – Feedback and Reviews – General Outreach
12 Overview Audience Speaker Objectives Content
![Page 13: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/13.jpg)
Content
• The Four Keys of Good Content – Make it personal – Make it interesting – Make it urgent – Make it shareable
• Remember, it’s a conversation, not a lecture. – What would you tell a member of your audience if you were on the
phone?
• Things to include – Links, Questions, Calls-To-Action
13 Overview Audience Speaker Objectives Content
![Page 14: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/14.jpg)
SOCIAL MEDIA MECHANICS Tools. Measurement. Privacy and Security.
14
![Page 15: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/15.jpg)
Introduction to Social Media Tools
• Websites and resources that make your strategy a reality
• Tools change frequently
• The best way to learn about tools and services is to experiment and use them. – Talk to friends and family who use these services.
• We will cover: Blogs, Twitter, Facebook. – It is also important to understand LinkedIn, YouTube, and
smaller networks.
15
![Page 16: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/16.jpg)
Blogging – Wordpress
To visitors To you
16
![Page 17: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/17.jpg)
Twitter – Twitter.com
• 140 characters • Symbols to know:
– @ – #
• Links • Lists
• Making Twitter more
manageable: Hootsuite
17
![Page 18: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/18.jpg)
Twitter - Hootsuite
18
• Multiple sources of information
• Scheduling
• Organization
•Shortened Links
![Page 19: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/19.jpg)
Facebook – Facebook.com
• Host conversations – Post news, videos, and
useful links.
• Keep updates short
• Customize wherever possible – Landing pages, apps
• Use with Hootsuite, if necessary
19
![Page 20: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/20.jpg)
Measurement – Google Analytics
• Learn about your audience: where are they?
• When do they visit your sites? – Are you fighting the current
or moving with it?
20
![Page 21: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/21.jpg)
Measurement – Facebook Insights
• Who are the people that like your page? • Are you preparing content that makes sense for your
audience?
21
• When do people like to visit? Are people interacting with your content?
![Page 22: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/22.jpg)
Measurement – High Level Thinking
• What do you want people to know or do?
• Attempt to measure how social media impacts an audience’s knowledge or actions
• Don’t get caught up in the numbers
• Don’t forget: ask your audience
22
![Page 23: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/23.jpg)
Privacy and Security
• DO NOT: create an environment where it seems acceptable to share protected information
• DO: Create a comment policy AND a monitoring policy
23
• DO: Attend the eHealth Privacy and Security breakout tomorrow morning
![Page 24: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/24.jpg)
CONCLUSION Review and Activity
24
![Page 25: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/25.jpg)
Review
• The element of a social media strategy
• Useful social media tools
• Measuring your online outreach strategy
25
![Page 26: Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach](https://reader033.vdocuments.site/reader033/viewer/2022051610/5495ee17b479593d4d8b4e63/html5/thumbnails/26.jpg)
ACTIVITY Use what you’ve learned.
26