Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Pdf2

•
•
B
Bhavani Testone

This document discusses CDC's use of Facebook to disseminate public health information. It provides an overview of CDC's Facebook page and an HIV prevention campaign page called "I Know". It outlines best practices for managing comments and ensuring accessibility. The summary shows that CDC uses Facebook to reach wider audiences, especially younger demographics, and link users to additional health resources on CDC.gov through an interactive platform for exchanging information.

1 of 27
Download to read offline
1 (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0 Facebook Mission: Give people the power to share and make the world more open and connected.
2 Why Facebook? Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated
3 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated
4 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated Facebook Scale Source: Compete.com, US 30 day active, Jan 2010 Source: Nielsen, Dec 09 Facebook 6hr 24min #1 in Time SpentRapid Growth 400M Worldwide 100M US 50% return daily Facebook Google Yahoo 33% #1 Daily Reach Source: CI Brand Study; US active users, Aug 09 Google Yahoo Faceboo k46% NPS #1 in User Loyalty Google Yahoo Source: Facebook Internal Feb 2010
5 Most engaging home page on the Internet 54% daily Active users log in (daily) Daily 197 minutes Average minutes per user (monthly) 24 visits Average visits per user (monthly) Source: Worldwide comScore October 2009 & Facebook Internal Data, November 2009 Fastest growing demographic Gender Age Source: Total. active audience Facebook internal data November 2009 Demographic breakdown worldwide
6 Authentic Informed Connected Authentic Informed Connected The social marketing & information platform Facebook Basics
7 Profile vs. Pages ▪ Profiles for Individuals ▪ Pages for Organizations ▪ Similar looking ▪ Different optimized features Pages vs. Groups ▪ Look similar ▪ Groups are for users ▪ Example ▪ Boston Red Sox - Fan Page ▪ 1,000,000 Boston Red Sox Fans - Group ▪ Some of your biggest supporters ▪ Grassroots ▪ Can’t control it
8 A Page for Every Agency Citizens want to Connect Create A Page ▪ Facebook.com/Page ▪ Ensure that you have authority to create a page (signed GSA TOS agreement). ▪ For an agency (organization) select “Brand, Product, or “Organization” and “Government.” ▪ For an agency head, (person) select “Artist, Band, or Public Figure” and “Government Official.”
9 Page Admins ▪ You do not “login” to a page, you login to your account which controls a page. ▪ All pages require an admin. ▪ Best practice is for all pages to have multiple administrators. ▪ You can invite admins who are already on Facebook or via email. ▪ Admins are not public. Page Admins Explained admins Profile Adam’s Profile Page Adam's Account: Login as Adam admins Profile Bob’s Profile Bob’s Account: Login as Bob
10 Wall Tab ▪ An active wall looks like, a stream of information. ▪ The US Army posts articles, photos, and videos. ▪ Distributed to their now almost 190,000 fans. Comments ▪ You can not turn off comments on posted items. ▪ Facebook does not work without comments. ▪ Wall posts can be turned off. ▪ Encourage you to allow posts. ▪ Have a posted comments policy like the US Army. ▪ Third-Party monitoring software is available.
11 Directory Pages ▪ Social Media Directory - Navy ▪ Involver makes an “Other Pages” tab to list pages to display on your Facebook Page. What Do These Two Have in Common?
12 The Difference? Content. Delivering Your Message ▪ Think about how your content appears on Facebook ▪ Example: Importing from a blog ▪ One shot at delivering your message. ▪ Image, key message, headline, see more, etc.
13 Coordinated Communication ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan. ▪ Mention in your newsletter ▪ Place your URL on materials ▪ Video Responses Facebook Connect ▪ Login ▪ Can now require email ▪ Fan Box ▪ On your site. ▪ Become a fan off Facebook. ▪ Livestream ▪ Events ▪ Question and Answers ▪ Build an application ▪ On and off Facebook
14 Facebook Widgets ▪ http://www.facebook.com/facebook-widgets/ Facebook and Accessibility ▪ Facebook provides an audio captcha alternative to the written captcha, allowing a screen reading user to register with the site. ▪ Facebook provides an HTML only version of the site, our mobile version of the site is HTML (http://m.facebook.com). ▪ We do provide shortcuts on Facebook for keyboard-only users
15 Best Practices and FAQs Concerns ▪ What if someone says something negative? ▪ Can I just turn off comments? ▪ We have a website, why Facebook? ▪ We don’t have time for this. ▪ Can’t we have a work profile, an organization profile, and my own profile? ▪ Archiving questions ▪ Disability Access
16 Checklist ▪ Setup a Facebook Page, Add Content to the Page, & Publish the Page ▪ Establish a system for regularly updating a Page ▪ Add a Comments policy ▪ Brief your boss/management on Facebook and ask them to contribute ▪ Buy Ads to Promote the Page ▪ Add a username to the Page ▪ Put a Fanbox on your Website ▪ Add your Facebook URL to everything ▪ Post Content via Mobile ▪ Make a video thanking your fans ▪ Share comments from the page internally Resources ▪ For TOS Agreements/Compliance ▪ usgovernment@facebook.com ▪ THIS IS NOT A HELP DESK ▪ facebook.com/government ▪ facebook.com/nonprofits ▪ facebook.com/facebookpages ▪ facebook.com/help
17 (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
Facebook at CDC Jessica Schindelar, MPH Division of eHealth Marketing Centers for Disease Control and Prevention CDC should be (must be) where people are • Increase the dissemination and potential impact of CDC’s science • Leverage unique characteristics of emerging channels • Reach diverse audiences • Allow for tailored health messages • Facilitate interactive communication and community • Empower people to make healthier and safer decisions Image from: http://blog.kyanmedia.com/archives/2008/10/15/ get_on_the_social_media/ Why Social Media?
CDC’s eHealth Strategy "People have to see messages in different places and from different people. That means experts as well as peers…” --Richard Edelman, president and CEO, Edelman. Source: http://adage.com/article?article_id=141972 Multiple Formats
Average Facebook user: • 130 friends on the site • Spends more than 55 minutes per day on Facebook • Likes 9 pieces of content per month • Writes 25 comments per month • Member of 12 groups Source: http://www.facebook.com/press/info.ph p?statistics, Accessed 1/22/2010 Graphic found at: http://www.whatsnextblog.com/archives/social_media_chart_small.jpg Utilize Existing Networks H1N1 and Seasonal Flu Social Media from CDC
CDC’s Facebook Page •CDC Facebook Page launched May 1, 2009 during H1N1 response • 54,496 Fans as of March 11th Building the CDC Fan Base
CDC Facebook – Expanding Reach Reaching a younger audience than CDC.gov CDC Facebook – Active Users
CDC Facebook – Links to CDC.gov CDC Facebook – Interaction with Fans Source: Facebook Insights
i know Campaign • i know Facebook Page launched March 2nd • 601 Fans as of March 11th i know focuses on encouraging young African Americans to talk about HIV and what can be done to prevent it. i know Campaign Page
Capitalizing on Celebrity Networks CDC Social Networking Comment Policy A comment will be deleted if it contains: Hate speech Profanity, obscenity or vulgarity Nudity in profile pictures Defamation to a person or people Comments whose main purpose are to sell a product, and Comments that the CDC Social Media team deems inappropriate.
Section 508 Compliance • Use of social media technologies must follow the current laws and guidelines that govern information and information technology, including Section 508. • Content that is not accessible to people with disabilities is posted in accessible formats on CDC.gov. • Official content is located on the CDC.gov Web site. CDC Social Media Resources – CDC Facebook Page: http://www.facebook.com/CDC – i know Facebook Page: http://www.facebook.com/iknow – CDC Social Media Site: http://www.cdc.gov/SocialMedia – Social Networking Sites Tools Page: http://www.cdc.gov/SocialMedia/To ols/SocialNetworking.html – eHealth Metrics Dashboard and eHealth Data Briefs: http://www.cdc.gov/SocialMedia/Dat a/index.html
Thank You! Jessica Schindelar, MPH Social Media Specialist Centers for Disease Control and Prevention Jschindelar@cdc.gov

More Related Content

Pdf2

  • 1. 1 (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0 Facebook Mission: Give people the power to share and make the world more open and connected.
  • 2. 2 Why Facebook? Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated
  • 3. 3 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated
  • 4. 4 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated Facebook Scale Source: Compete.com, US 30 day active, Jan 2010 Source: Nielsen, Dec 09 Facebook 6hr 24min #1 in Time SpentRapid Growth 400M Worldwide 100M US 50% return daily Facebook Google Yahoo 33% #1 Daily Reach Source: CI Brand Study; US active users, Aug 09 Google Yahoo Faceboo k46% NPS #1 in User Loyalty Google Yahoo Source: Facebook Internal Feb 2010
  • 5. 5 Most engaging home page on the Internet 54% daily Active users log in (daily) Daily 197 minutes Average minutes per user (monthly) 24 visits Average visits per user (monthly) Source: Worldwide comScore October 2009 & Facebook Internal Data, November 2009 Fastest growing demographic Gender Age Source: Total. active audience Facebook internal data November 2009 Demographic breakdown worldwide
  • 7. 7 Profile vs. Pages ▪ Profiles for Individuals ▪ Pages for Organizations ▪ Similar looking ▪ Different optimized features Pages vs. Groups ▪ Look similar ▪ Groups are for users ▪ Example ▪ Boston Red Sox - Fan Page ▪ 1,000,000 Boston Red Sox Fans - Group ▪ Some of your biggest supporters ▪ Grassroots ▪ Can’t control it
  • 8. 8 A Page for Every Agency Citizens want to Connect Create A Page ▪ Facebook.com/Page ▪ Ensure that you have authority to create a page (signed GSA TOS agreement). ▪ For an agency (organization) select “Brand, Product, or “Organization” and “Government.” ▪ For an agency head, (person) select “Artist, Band, or Public Figure” and “Government Official.”
  • 9. 9 Page Admins ▪ You do not “login” to a page, you login to your account which controls a page. ▪ All pages require an admin. ▪ Best practice is for all pages to have multiple administrators. ▪ You can invite admins who are already on Facebook or via email. ▪ Admins are not public. Page Admins Explained admins Profile Adam’s Profile Page Adam's Account: Login as Adam admins Profile Bob’s Profile Bob’s Account: Login as Bob
  • 10. 10 Wall Tab ▪ An active wall looks like, a stream of information. ▪ The US Army posts articles, photos, and videos. ▪ Distributed to their now almost 190,000 fans. Comments ▪ You can not turn off comments on posted items. ▪ Facebook does not work without comments. ▪ Wall posts can be turned off. ▪ Encourage you to allow posts. ▪ Have a posted comments policy like the US Army. ▪ Third-Party monitoring software is available.
  • 11. 11 Directory Pages ▪ Social Media Directory - Navy ▪ Involver makes an “Other Pages” tab to list pages to display on your Facebook Page. What Do These Two Have in Common?
  • 12. 12 The Difference? Content. Delivering Your Message ▪ Think about how your content appears on Facebook ▪ Example: Importing from a blog ▪ One shot at delivering your message. ▪ Image, key message, headline, see more, etc.
  • 13. 13 Coordinated Communication ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan. ▪ Mention in your newsletter ▪ Place your URL on materials ▪ Video Responses Facebook Connect ▪ Login ▪ Can now require email ▪ Fan Box ▪ On your site. ▪ Become a fan off Facebook. ▪ Livestream ▪ Events ▪ Question and Answers ▪ Build an application ▪ On and off Facebook
  • 14. 14 Facebook Widgets ▪ http://www.facebook.com/facebook-widgets/ Facebook and Accessibility ▪ Facebook provides an audio captcha alternative to the written captcha, allowing a screen reading user to register with the site. ▪ Facebook provides an HTML only version of the site, our mobile version of the site is HTML (http://m.facebook.com). ▪ We do provide shortcuts on Facebook for keyboard-only users
  • 15. 15 Best Practices and FAQs Concerns ▪ What if someone says something negative? ▪ Can I just turn off comments? ▪ We have a website, why Facebook? ▪ We don’t have time for this. ▪ Can’t we have a work profile, an organization profile, and my own profile? ▪ Archiving questions ▪ Disability Access
  • 16. 16 Checklist ▪ Setup a Facebook Page, Add Content to the Page, & Publish the Page ▪ Establish a system for regularly updating a Page ▪ Add a Comments policy ▪ Brief your boss/management on Facebook and ask them to contribute ▪ Buy Ads to Promote the Page ▪ Add a username to the Page ▪ Put a Fanbox on your Website ▪ Add your Facebook URL to everything ▪ Post Content via Mobile ▪ Make a video thanking your fans ▪ Share comments from the page internally Resources ▪ For TOS Agreements/Compliance ▪ usgovernment@facebook.com ▪ THIS IS NOT A HELP DESK ▪ facebook.com/government ▪ facebook.com/nonprofits ▪ facebook.com/facebookpages ▪ facebook.com/help
  • 17. 17 (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
  • 18. Facebook at CDC Jessica Schindelar, MPH Division of eHealth Marketing Centers for Disease Control and Prevention CDC should be (must be) where people are • Increase the dissemination and potential impact of CDC’s science • Leverage unique characteristics of emerging channels • Reach diverse audiences • Allow for tailored health messages • Facilitate interactive communication and community • Empower people to make healthier and safer decisions Image from: http://blog.kyanmedia.com/archives/2008/10/15/ get_on_the_social_media/ Why Social Media?
  • 19. CDC’s eHealth Strategy "People have to see messages in different places and from different people. That means experts as well as peers…” --Richard Edelman, president and CEO, Edelman. Source: http://adage.com/article?article_id=141972 Multiple Formats
  • 20. Average Facebook user: • 130 friends on the site • Spends more than 55 minutes per day on Facebook • Likes 9 pieces of content per month • Writes 25 comments per month • Member of 12 groups Source: http://www.facebook.com/press/info.ph p?statistics, Accessed 1/22/2010 Graphic found at: http://www.whatsnextblog.com/archives/social_media_chart_small.jpg Utilize Existing Networks H1N1 and Seasonal Flu Social Media from CDC
  • 21. CDC’s Facebook Page •CDC Facebook Page launched May 1, 2009 during H1N1 response • 54,496 Fans as of March 11th Building the CDC Fan Base
  • 22. CDC Facebook – Expanding Reach Reaching a younger audience than CDC.gov CDC Facebook – Active Users
  • 23. CDC Facebook – Links to CDC.gov CDC Facebook – Interaction with Fans Source: Facebook Insights
  • 24. i know Campaign • i know Facebook Page launched March 2nd • 601 Fans as of March 11th i know focuses on encouraging young African Americans to talk about HIV and what can be done to prevent it. i know Campaign Page
  • 25. Capitalizing on Celebrity Networks CDC Social Networking Comment Policy A comment will be deleted if it contains: Hate speech Profanity, obscenity or vulgarity Nudity in profile pictures Defamation to a person or people Comments whose main purpose are to sell a product, and Comments that the CDC Social Media team deems inappropriate.
  • 26. Section 508 Compliance • Use of social media technologies must follow the current laws and guidelines that govern information and information technology, including Section 508. • Content that is not accessible to people with disabilities is posted in accessible formats on CDC.gov. • Official content is located on the CDC.gov Web site. CDC Social Media Resources – CDC Facebook Page: http://www.facebook.com/CDC – i know Facebook Page: http://www.facebook.com/iknow – CDC Social Media Site: http://www.cdc.gov/SocialMedia – Social Networking Sites Tools Page: http://www.cdc.gov/SocialMedia/To ols/SocialNetworking.html – eHealth Metrics Dashboard and eHealth Data Briefs: http://www.cdc.gov/SocialMedia/Dat a/index.html
  • 27. Thank You! Jessica Schindelar, MPH Social Media Specialist Centers for Disease Control and Prevention Jschindelar@cdc.gov