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					   Promoting the Child
Nutrition Program through
       Social Media

  “Working for a healthier and safer North Carolina”

            October 20, 2011

 Mike Newton-Ward, MSW, MPH



“Working for a healthier and safer North Carolina”
Facebook, Twitter and Youtube
                                             …OH MY!




    “Working for a healthier and safer North Carolina”
Wait a minute! We’ve been
                     doing this forever!




 “Working for a healthier and safer North Carolina”
        Social Media: Why Should I
                            Care?
   Nearly one in two internet users use
    social networking sites
    Pew Internet, Oct 2009

   17% of all time spent online in 2009 was
    on social networking sites
    Nielsen, Aug 2009

   Social networks have the greatest mobile
    web reach in the United States (10M+)
    Nielsen, Mar 2009
                                   From: Ogilvy Washington
Multiple Communication Tools




   “Working for a healthier and safer North Carolina”
   Which Ones are Best?



The one’s people are already
     paying attention to!




    “Working for a healthier and safer North Carolina”
    Activity grid: Online pursuits by
               generation



                                                                     Above this line, over
                                                                     50% of internet users
                                                                          in the given
                                                                     generation engage in
                                                                      this online activity




                                                        % of internet users in each generation
                                                        who engage in online activity




          “Working for a healthier and safer North Carolina”
www.pewinternet.org/Reports/2010/Generations-2010.aspx
   Disability, Disease Tend To
    Increase Internet Usage
● 75% of “e-patients” with a chronic
  condition say their last health search
  affected a decision about how to treat an
  illness or condition, compared with 55%
  of other e-patients.


● E-patients report using up to three (3)
  online resources, on average.
                                --Pew Internet in American Life Project

       “Working for a healthier and safer North Carolina”
   CDC.gov & Interactive Media

E-Health & CDC 2.0 Goal
  “…to make CDC content, tools, and
  services available when, where, and
  how users want them




       “Working for a healthier and safer North Carolina”
THE “Big 3” SOCIAL MEDIA
       CHANNELS




   “Working for a healthier and safer North Carolina”   10
          Social Networking Sites
• Provide evidence-based subject matter in a
  peer-to-peer environment
• Interactive, viral
• Utilizes existing communities
• Partner sites:
  •   Facebook
  •   MySpace
  •   CaringBridge
  •   Sermo
  •   DailyStrength




             “Working for a healthier and safer North Carolina”
         Social Networking Sites
Facebook page




www.facebook.com/CDC
            “Working for a healthier and safer North Carolina”
         Social Networking Sites
School Nutrition Association Facebook page




        https://www.facebook.com/#!/SchoolNutritionAssociation
              “Working for a healthier and safer North Carolina”
                        Twitter
● “Micro-blogging”
● 140 characters
● Information, events, point to
  other content
● URL shortener
● 13% of online adults use Twitter
● Use by 25 – 44 year olds has doubled
  since November, 2010

  www.pewinternet.org/Reports/2011/Twitter-Update-2011.aspx
         “Working for a healthier and safer North Carolina”
http://twitter.com/#!/childnutrition
               “Working for a healthier and safer North Carolina”
http://twitter.com/#!/CDCemergency
             “Working for a healthier and safer North Carolina”
                  Viral Video Sites

   ● Engage, demonstrate, teach, inspire
   ● 100 Million clips a day on Youtube
   ● Use has nearly doubled from 2006 –
     2009
   ● Primary: young adults,18 – 29
   ● But: steady increases in the 30 – 49 and
     50+ age groups

www.cdc.gov/socialmedia/Tools/guidelines/pdf/SocialMediaToolkit_BM.pdf
               “Working for a healthier and safer North Carolina”
                   Viral Video Sites
YouTube page




http://www.youtube.com/CDCStreamingHealth
              “Working for a healthier and safer North Carolina”
Another “Big” SOCIAL MEDIA
               CHANNEL




    “Working for a healthier and safer North Carolina”   19
             Mobile Phone
 • Most utilized media by CDC
 • Immediate, interactive, micro-targeted
 • 75% of Americans ages 18+ now
   have a cell phone
 • 16 text messages sent per day by
   average cell phone user




--www.pewinternet.org/Reports/2011/Generations-and-gadgets.aspx
--www.deadzones.com/2011/05/how-many-text-messages-are-sent-day.html

              “Working for a healthier and safer North Carolina”
“Working for a healthier and safer North Carolina”
Benefits & Concerns




  “Working for a healthier and safer North Carolina”   22
                                                   Benefits
● Reaching citizens where they are already
  paying attention
● Immediate, real time information
● Your supporters are your best advertising!




       “Working for a healthier and safer North Carolina”
                                                    Benefits
● Viral, conversational
● Respond to problems / negatives quickly
● Builds social capital / goodwill /
  citizen engagement




        “Working for a healthier and safer North Carolina”
                                                 Concerns
● Security
● Negative comments / Loss of control
● Time & staff resources
The Good News: Agencies are dealing with
 these and using social media successfully!




        “Working for a healthier and safer North Carolina”
                                                      Security
“Social media sites are not, for the most part, any
 more or less inherently insecure than other
 types of web applications.” —CDC



“The safe use of social media is fundamentally a
  behavioral issue, not a technology issue.”
  —Federal Information Security and Identity
  Management Committee

          “Working for a healthier and safer North Carolina”
                                Security Threats
Employee actions
●Clicking a link that loads a virus or malware
●Disclosing a password and user name
●Disclosing sensitive agency information
●Posting personal information that can
 be misused


        “Working for a healthier and safer North Carolina”
                            Security Mitigation
                                 Strategies #1
●Policy
  ●State acceptable use
  ●Who posts / responds for agency
  ●What information is posted
●Education
  ●Lack of anonymity
  ●“Encourage paranoia”
  ●You are the face of the city, etc.


          “Working for a healthier and safer North Carolina”
                         Security Mitigation
                              Strategies #2
●Technology
 ●Patching
 ●Antivirus
 ●Up-to-date software
 ●Blocking sites
 ●Use a separate server




       “Working for a healthier and safer North Carolina”
                         Negative Comments
                           & Loss of Control
● Once the message leaves our offices,
  we loss control
● Acceptable comment policy
(http://www.facebook.com/cabarruscounty?v=app_11007063052)

● People are already making negative
  comments, now you can address them
   --Moderate comments
   --Address once, factually
   --Let your champions respond
   --Block the person—but be careful
          “Working for a healthier and safer North Carolina”
         Time and Staff Resources
● Make it a work plan item
● Schedule a specific time of day, for a
  limited amount of time
● Treat it as a citizen or media inquiry
● Appoint a specific person, OR several
  specific persons




       “Working for a healthier and safer North Carolina”
NEW RULES FOR
  THE ROAD




                32
ENAGEMENT




“Working for a healthier and safer North Carolina”
            Active




“Working for a healthier and safer North Carolina”
SOME RULES STILL
    “RULE”!




                   35
Some Communication Rules
       Still Rule!

Know your goal
Target your audiences
Repeat, repeat, repeat
Call to action
Location
Benefits

  “Working for a healthier and safer North Carolina”   36
      Creating Communications that
                  Work
1) What are your goals?
2) What is the behavior?
3) Who are your audiences?
4) What social media do they already use?
  --what else do they attend to?
  --where do they gather?
5.a) What do they need to know? (Your message)
5.a) What do they want to know? (What’s important
  to them)
            “Working for a healthier and safer North Carolina”
        Monitoring & Evaluation
What                                How
● Traffic                           ● Google Analytics
                                        (www.google.com/analytics/)
● Participation
                                    ● Facebook Reports
● Pass along
● Activities
                                    ● Twitalyzer
                                        (www.twitalyzer.com/index-
● Impact                                b.asp)
                                    ● Twitter Analytics
                                        (https://dev.twitter.com/blog/intr
                                        oducing-twitter-web-analytics)

                                    ● Survey Monkey

          “Working for a healthier and safer North Carolina”
              “Social Media is Like
                 a Cocktail Party”
                  ● Look & Listen



                  ● Join the conversation



                  ● Share something
                    interesting
“Working for a healthier and safer North Carolina”
                Questions to Consider
1.Do we have something of value to say?
2.Are we willing to let citizens talk about us
  in a public way?
3.How will we address technical issues?
4.Do we have a policy?
5.Which staff will publish the information?



       “Working for a healthier and safer North Carolina”
RESOURCES




            41
                                       Learn More!
www.cdc.gov/SocialMedia/index.html




     “Working for a healthier and safer North Carolina”
                                        Learn More!
http://www.pewinternet.org/default.aspx




      “Working for a healthier and safer North Carolina”
 Links to CDC Social Media
• Social Media Toolkit:
  www.cdc.gov/socialmedia/Tools/guidelines/pdf/SocialMediaT
  oolkit_BM.pdf

• eHealth Data Briefs:
  www.cdc.gov/socialmedia/Data/Briefs/index.html

• Twitter: www.twitter.com/CDC_eHealth

• YouTube: http://youtube.com/cdcstreaminghealth

• Social Networks:
  1) MySpace: http://myspace.com/cdc_ehealth;
  2) Daily Strength: http://dailystrength.org/groups/cdc

• Mobile: www.cdc.gov/mobilehealth
            Social Media in NC State
                        Government
www.records.ncdcr.gov/socialmedia/index.
 html




       “Working for a healthier and safer North Carolina”
                       Contact Information

Mike Newton-Ward, MSW, MPH
Social Marketing Consultant
NC Division of Public Health
1915 MSC
Raleigh, NC 27699-1915

E-mail: mike.newton-ward@dhhs.nc.gov


      “Working for a healthier and safer North Carolina”

				
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