Using Social Media Platforms To Amplify Public Health Messages (White Paper) - Ogilvy Washington, Georgetown University'S Center For Social Impact Communication Page 5
ADVERTISEMENT
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17■ Establish digital goals, objectives, and strategies.
HOW CAN SOCiAl mEDiA
1. Social Media and the Public Health
Too many marketers jump on the social media
CHANNElS DEliVER pUBliC HEAlTH
Social Marketing environment
mESSAGiNG AND CONTENT?
bandwagon simply because it’s “the next big thing,”
without establishing a sound set of goals, objectives
and strategies to organize efforts and keep a clear
Social marketers consistently rely on strong, formative
UNDERSTANDiNG TRADiTiONAl
Public health information can travel via social
media channels in several different directions.
focus on meeting the target audience’s needs.
research with target audiences to establish the potential
VERSUS DiGiTAl
Here are four key ways in which public health
reach and influence of their messages. but like commercial
COmmUNiCATiONS CHANNElS
information is delivered and received today:
digital goals should remain aligned with, and ladder
marketers, social marketers have remained limited in
Select
back to, broader organizational goals to ensure that
their ability to engage consumers through traditional,
Consumer to
Traditional
they have a meaningful impact on the fundamental
one-directional mass media channels. Case in point,
Select
Consumer
attitude and/or behavior you wish to influence and
Channels
mass media public service announcements have long
Consumer to
Traditional
change. after overall digital goals are established,
been the communications channel of choice within the
Consumer
Channels
Radio
asking questions such as, “am I trying to create buzz
EXAMPLE
social marketing community, preventing marketers from
“Mommy bloggers” may
around a particular issue or topic or sustained word
targeting niche audiences of providers and consumers.
Radio
Television
interact and share advice about
EXAMPLE
of mouth?” or “am I trying to drive audience members
60%
parenting with their peers
“Mommy bloggers” may
to a specific online resource?” will help put specific
Today, two-way conversations about social issues are taking
Television
Print
interact and share advice about
through a digital platform.
60%
digital objectives in place.
parenting with their peers
place through a variety of digital communications channels
50%
Print
Direct Mail
through a digital platform.
including social media. Public health social marketing
Association or
Twitter
developing digital strategies mirrors the process for
campaigns can now deliver more targeted messaging to
Provider to
50%
Direct Mail
One-on-one outreach
professional
40%
developing strategies offline. for example, your digital
a greater range of audiences, and receive feedback from
society
Association or
Provider
Twitter
Provider to
One-on-one outreach
Event marketing &
strategy is not what you are going to do, but how you
professional
those audiences in real-time. accordingly, as greater numbers
40%
traditional media outreach
society
Provider
aim to do it. It is the best “road” to accomplishing
30%
of americans begin relying on social media platforms to
Event marketing &
EXAMPLE
your digital goals, and is informed by a combination
fulfill both personal and public health goals, social marketers
traditional media outreach
Nurses can connect and share
30%
of experience, audience analyses, formative research,
stories through nursing blogs or
must work together to ensure that these individuals receive
EXAMPLE
20%
Facebook
Physician
social media networks created
Nurses can connect and share
and strong digital objectives.
the most honest, accurate information possible.
Select
portals
exclusively for nurses.
stories through nursing blogs or
20%
Facebook
social media networks created
10%
Physician
Digital
establishing digital goals, objectives, and strategies also
let’s examine a few basic tenets of the larger social media
Select
portals
exclusively for nurses.
Channels
ensures that you are able to measure your success later.
10%
environment, in order to better understand how social
Digital
Institution to
0%
marketers can deliver more powerful public health messages
Channels
Provider
Websites
■ Segment and prioritize your audiences online.
YouTube
via social media channels.
Institution to
Drug reference
0%
Social marketers and public health communicators
tools or
Provider
Websites
E-mail
YouTube
Drug reference
databases
who are tasked with a developing broad-reaching
EXAMPLE
Whites
tools or
Text messaging
The Centers for Disease Control
E-mail
intervention for a large population often choose
1.1 Tenets of Communications planning for
Af
databases
and Prevention (CDC) may
EXAMPLE
“the general public” as their target audience. but this
Am
the larger Social media Environment
position advertisement or
The Centers for Disease Control
Text messaging
Optimized press releases
Blogs
approach ignores one of the most basic tenets of
blog post on Sermo, a social
available via the Internet
and Prevention (CDC) may
position advertisement or
network designed exclusively
communications planning – segmenting and prioritizing
Optimized press releases
Blogs
Social media practitioners, much like public health
blog post on Sermo, a social
for licensed physicians.
Online journals
available via the Internet
Social Media
audiences improves reach, enhances relevance, and
network designed exclusively
communicators, abide by a handful of basic principles
helps put your resources to the best possible use.
0
100
200
300 400
500 600
for licensed physicians.
Online journals
that help guide their work and organize their communications
Networks such as Facebook
Social Media
and MySpace, message boards
Institution to
planning process, including: establishing digital goals,
500 600
0
100
200
300 400
digital segmentation involves analyzing your intended
Networks such as Facebook
and forums, blogs, wikis,
Consumer
objectives, and strategies, segmenting and prioritizing
podcasts, photo services such
and MySpace, message boards
audience and identifying distinct, manageable sub-groups
Institution to
audiences online, optimizing content by “listening”,
as Flickr, video services such
and forums, blogs, wikis,
with similar needs, attitudes or behaviors in regards to
Literature
Consumer
as YouTube, and status update
and evaluating.
podcasts, photo services such
databases
the Internet and social media. This includes establishing
EXAMPLE
as Flickr, video services such
services such as Twitter.
Literature
Mothers Against Drunk Driving
how and where audiences obtain information regarding
as YouTube, and status update
databases
(MADD) may post information
The following tenets mirror traditional communications
EXAMPLE
services such as Twitter.
the issue in question, and gaining knowledge from
about drunk driving prevention
Mothers Against Drunk Driving
and social marketing practices and approaches, with a
20% 40%
60% 80% 100%
0%
multiple sources about audiences’ preferred social
on its Facebook page.
(MADD) may post information
few refinements specific to the larger social media
about drunk driving prevention
media networks, how often they use those networks,
0%
20% 40%
60% 80% 100%
environment. These universal guideposts are considered
on its Facebook page.
and for what purpose.
essential elements in any digital communications or
social media campaign, regardless of the campaign’s
topic or intent.
4
5
2010
ADVERTISEMENT
0 votes
Related Articles
Related forms
Related Categories
Parent category: Business