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Social Media as Critical Advocacy Tool - Health Care Focus

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Maya Linson
Maya Linson

Presented to group of government relations professionals in hospital settings, encouraging greater use of social media to enhance success at local and federal levels.

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Social Media as Critical Advocacy Tool - Health Care Focus
Social Media: A Critical Advocacy Tool Maya Linson, MS Digital Communications Manager Americas Essential Hospitals (formerly NAPH)
Why Social Media? Conversations happen with or w/out you It should be abundantly clear by now that conversation, not facts, is what drives digital media usage --- Rich Gordon, Northwestern University Readership Institute 3
Why Social Media? (cont.) Quick way to share information Amplify your voice Free Built-in audience Targeting 4
Just Another Tool Snail Mail E-mail Telephone If Mom will get something out of it, other moms will, too. And dads. And policymakers Twitter Facebook YouTube 5
What are some of the tools? Facebook: strengthen existing relationships, re- establish former relationships; fan organizations 955M registered users Twitter: connect w/others who have common interests in real time; establish new relationships 500M registered users YouTube/Flickr: share media, reinforce messages 800M unique visitors monthly to YouTube 6
Members of Congress on Twitter as of 1/18/13 Source: https://blog.twitter.com/2013/100-senators-and-57th-inauguration 7
Members of Congress on Twitter Apr 07 Mar 12 *Analysis only reflects the date of the first Twitter account established. Source: Edelman, Capitol Tweets, 2012; National Journal Membership Research interviews and analysis. 8
What Social Media Can DO Builds community Encourages loyalty, compliance Gives your organization a voice Train health professionals (video, simulations) Real-time emergency updates Correct misinformation Mobilize the public Encourage discussion Promote healthy behaviors 9
What NAPH Does Listen, help shape important conversations Connect with the press Correct misinformation Mobilize the public Encourage discussion 10
What Our Members Do Encourage loyalty Consumer-focus: promote healthy behaviors, customer service Train health professionals (video, simulations) Real-time emergency updates Correct misinformation 11
What Our Members SHOULD Do More Engage in discussion with key influencers Correct misinformation Mobilize the public 12
13 What Members of Congress Do Listen check pulse on positions Engage constituents (Online Town Halls) Engage with press
14
15 2011 Trends in Congress Tweets Data from Simply Measured from Sept-Dec 2011. Edelman - http://www.edelmandigital.com/2012/03/21/capitol-tweets-yeas-and-nays-of-the-congressional-twitterverse/
What You Can Do Engage in discussion with key influencers BECOME an influencer Correct misinformation Share successes Mobilize the public 16
17 Continuum of I Dont Care Source: Chris Boyer, @chrisboyer, www.slideshare.net/chrisboyer
18 Key Take Aways Influencers share content Online discussion = broader reach Promote your message at individual & policy levels
Using Social Media Twitter Facebook
Where to start? Twitter. Brevity is the soul of wit Username = someones handle (@mlinson) Tweet = an update; 140 characters max Follower = a user who has subscribed to another users updates RT or Retweet = resending a users update verbatim to your followers @Reply = placing an @ in front of a username will send a publicly viewable message to the specific user #Hashtag = placing a # in front of a word categorizes updates 20
Basic Guidelines Act with integrity Be real and transparent Give credit where credit is due (RT) Engage respond to people, thank people, start conversations Worried about work affiliation? Simple bio disclaimer: Tweets are my own. 21
Now youre on Twitter Find people with similar interests (And they will find you!) Share links to articles, blog posts, photos Use established hashtags (#HCR, #RNchat, #FollowFriday) Answer/ask questions Listen - search Twitter for key terms, look at trending topics 22
Dip your toe in Re-tweet (e.g., your hospital tweets) Thank Members of Congress with their username (@FLOTUS thanks for xyz!) Use the share link for interesting reads Follow back 23
Campaign Advice Photos shared most Prime your audience use great content to engage before asking people to act Combine with offline engagement Listening summary 24
Great Resources SMUG Social Media University Global: http://social-media- university-global.org/ Mashable Social Good: http://mashable.com/social-good/ Great slidedeck to introduce you to all that social media has to offer: http://www.slideshare.net/LeeAase/helping-auxilians-tell- their-stories Twitter Registration Cheat Sheet: http://www.dummies.com/how- to/content/twitter-for-dummies-cheat-sheet.html 25
Lets Tweet. Live session take out your PDA or laptop! Annual Conference hashtag - #MDSF13 26
Thank you! Questions or help anytime: @mlinson mlinson@essentialhospitals.org 27

More Related Content

Social Media as Critical Advocacy Tool - Health Care Focus

  • 2. Social Media: A Critical Advocacy Tool Maya Linson, MS Digital Communications Manager Americas Essential Hospitals (formerly NAPH)
  • 3. Why Social Media? Conversations happen with or w/out you It should be abundantly clear by now that conversation, not facts, is what drives digital media usage --- Rich Gordon, Northwestern University Readership Institute 3
  • 4. Why Social Media? (cont.) Quick way to share information Amplify your voice Free Built-in audience Targeting 4
  • 5. Just Another Tool Snail Mail E-mail Telephone If Mom will get something out of it, other moms will, too. And dads. And policymakers Twitter Facebook YouTube 5
  • 6. What are some of the tools? Facebook: strengthen existing relationships, re- establish former relationships; fan organizations 955M registered users Twitter: connect w/others who have common interests in real time; establish new relationships 500M registered users YouTube/Flickr: share media, reinforce messages 800M unique visitors monthly to YouTube 6
  • 7. Members of Congress on Twitter as of 1/18/13 Source: https://blog.twitter.com/2013/100-senators-and-57th-inauguration 7
  • 8. Members of Congress on Twitter Apr 07 Mar 12 *Analysis only reflects the date of the first Twitter account established. Source: Edelman, Capitol Tweets, 2012; National Journal Membership Research interviews and analysis. 8
  • 9. What Social Media Can DO Builds community Encourages loyalty, compliance Gives your organization a voice Train health professionals (video, simulations) Real-time emergency updates Correct misinformation Mobilize the public Encourage discussion Promote healthy behaviors 9
  • 10. What NAPH Does Listen, help shape important conversations Connect with the press Correct misinformation Mobilize the public Encourage discussion 10
  • 11. What Our Members Do Encourage loyalty Consumer-focus: promote healthy behaviors, customer service Train health professionals (video, simulations) Real-time emergency updates Correct misinformation 11
  • 12. What Our Members SHOULD Do More Engage in discussion with key influencers Correct misinformation Mobilize the public 12
  • 13. 13 What Members of Congress Do Listen check pulse on positions Engage constituents (Online Town Halls) Engage with press
  • 14. 14
  • 15. 15 2011 Trends in Congress Tweets Data from Simply Measured from Sept-Dec 2011. Edelman - http://www.edelmandigital.com/2012/03/21/capitol-tweets-yeas-and-nays-of-the-congressional-twitterverse/
  • 16. What You Can Do Engage in discussion with key influencers BECOME an influencer Correct misinformation Share successes Mobilize the public 16
  • 17. 17 Continuum of I Dont Care Source: Chris Boyer, @chrisboyer, www.slideshare.net/chrisboyer
  • 18. 18 Key Take Aways Influencers share content Online discussion = broader reach Promote your message at individual & policy levels
  • 20. Where to start? Twitter. Brevity is the soul of wit Username = someones handle (@mlinson) Tweet = an update; 140 characters max Follower = a user who has subscribed to another users updates RT or Retweet = resending a users update verbatim to your followers @Reply = placing an @ in front of a username will send a publicly viewable message to the specific user #Hashtag = placing a # in front of a word categorizes updates 20
  • 21. Basic Guidelines Act with integrity Be real and transparent Give credit where credit is due (RT) Engage respond to people, thank people, start conversations Worried about work affiliation? Simple bio disclaimer: Tweets are my own. 21
  • 22. Now youre on Twitter Find people with similar interests (And they will find you!) Share links to articles, blog posts, photos Use established hashtags (#HCR, #RNchat, #FollowFriday) Answer/ask questions Listen - search Twitter for key terms, look at trending topics 22
  • 23. Dip your toe in Re-tweet (e.g., your hospital tweets) Thank Members of Congress with their username (@FLOTUS thanks for xyz!) Use the share link for interesting reads Follow back 23
  • 24. Campaign Advice Photos shared most Prime your audience use great content to engage before asking people to act Combine with offline engagement Listening summary 24
  • 25. Great Resources SMUG Social Media University Global: http://social-media- university-global.org/ Mashable Social Good: http://mashable.com/social-good/ Great slidedeck to introduce you to all that social media has to offer: http://www.slideshare.net/LeeAase/helping-auxilians-tell- their-stories Twitter Registration Cheat Sheet: http://www.dummies.com/how- to/content/twitter-for-dummies-cheat-sheet.html 25
  • 26. Lets Tweet. Live session take out your PDA or laptop! Annual Conference hashtag - #MDSF13 26
  • 27. Thank you! Questions or help anytime: @mlinson mlinson@essentialhospitals.org 27

Editor's Notes

  • #7: User stats as of 2012 according to National Journal
  • #8: When the 112th Congress convened in 2011, 44% of the Senate and 35% of the House were active on Twitter. In two years time, thats grown to 100% of the Senate and 90% (398 representatives) of the House. Now there are 29 states with their entire delegation tweeting (both senators and all representatives); every state has at least 70% of their delegation tweeting. From: https://blog.twitter.com/2013/100-senators-and-57th-inauguration