Building Connections through a Strategic Social Media Plan (Oral Health Florida)

Building Connections through a

Strategic Social Media Plan(Oral Health Florida)

Claudia A. Serna PhD, MPH, RDH, BDSCommunication Action Team Chair / Social Media Coordinator

Oral Health Florida

@claudiaaserna

OutlineSocial Media Strategic Plan

• Goals and objectives• Audience• Content• Tactics• Action plan• Evaluation

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Introduction

• Social network sites have become an important source of information.

• Having a credible and consistent online presence allows health professionals to create and energize relationships.

• In order to reap the rewards of the online conversation, health professionals must develop a strategic social media plan.

• A plan consists in activities designed, implemented and evaluated to achieve specific goals through the utilization of social networks.

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Oral Health Florida

www.oralhealthflorida.org

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OHF Social Media Resources

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Social Media Goals and Objectives

 OHF Goals  OHF Objectives 

Increase education, knowledge and awareness about oral health.

• Increase by 25% the number of followers on Twitter and Likes on Facebook in 12 months.

• Increase by 25% the number of engagements on Facebook and Twitter in 12 months.

Engage the public in a conversation about their experiences and issues around oral health.

Raise awareness of legislators and policy makers regarding the importance of oral health.

Build collaborative relationships with dental and non-dental oral health stakeholders.

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Audience

 OHF Audience Description

 1 General public

 2 Dental and non-dental institutions, organizations and associations.

3

Legislators and stakeholders

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Content

• News• Videos• Photographs• Links to other pages• Information from partner institutions• Articles• *OHF social media messages

• Utilize social media platforms (e.g., Facebook and Twitter) on a daily basis to disseminate relevant messages and information to increase awareness among the public and stakeholders on oral health issues in the State of Florida and in the U.S.

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*OHF Messages

• OHF identified messages covering different oral health topics that are posted on Facebook and Twitter. The objective is to provide members (dental and non-dental), coalitions and the public with messages that are easy to understand and share.

• These messages can be easily copied and pasted to click-post or tweet. Every message has the hashtag #healthymouthbody which is the coalition main message.

• Messages can be found here: http://media.news.health.ufl.edu/misc/cod-oralhealth/docs/actionteams/literacy/OHFTwitterMessages.pdf

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OHF Social Media Messages

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Example: Social Media Messages

Facebook

• It is recommended that a child be seen by a dentist by the age of 1 or within 6 months after eruption of the first tooth http://www.webmd.com/oral-health/guide/childs-first-dental-visit #healthymouthbody

Twitter

• Did you know that #children should begin having regular #dental checkups by age 1? http://www.webmd.com/oral-health/guide/childs-first-dental-visit #healthymouthbody

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Tactics

Facebook

• Post every day before 9 am.

• Post in the afternoon, if a report, or special news/event occurs during the day

Twitter

• Post/retweet every day before 9 a.m.

• Post at noon and in the afternoon.

Monitor morning and afternoon

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Action Plan

Facebook

•Increase “Likes”

•Like and comment on relevant post

•Respond to comments and “Likes”

•Post news, links and oral health messages

Twitter

•Search and follow relevant users

•Reply to users who engage with the page

•Retweet other twitter users

•Comment on tweets

•Include (#) and links

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Evaluation

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OHF Facebook Report

2015-January *2015-February *2015-March 2015-April 2015-May0

200

400

600

800

1000

1200

1400

1600

1800

469 470 450 450 45395 74 130 159 93

918691

13541646

1358

Likes from individuals (Total number of people who have liked the page)

Engaged (Number of people engaged with the page. Includes: liking the page, posting to the page's timeline, liking a post, sharing)

Reach (Number of people who have seen any content associated with your page)

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OHF Twitter Report

2015-January 2015-February 2015-March 2015-April *2015-May0

2000

4000

6000

8000

10000

12000

876 908 955 993 102286 130 131 175 92

5528

9147

5960

11023

3627

Followers (Number of people who have followed the Page) Engagement ( Replies, retweets, mentions, favorites)

Impressions ( Number of times the reached people may have seen your content)

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Key Performance Indicators

Facebook

• Likes (Number of people who have liked the Page)

• Engaged users (Liking the page, posting to the page's timeline, liking a post, sharing)

• Reach (Number of people who have seen any content associated with the page)

Twitter

•Followers (Number of people who have followed the Page)

•Engagement (Replies, retweets, mentions, favorites)

•Impressions ( Number of times the reached people may have seen the content)

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Facebook Insights

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Twitter Analytics

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SummaryOHF Social Media Strategic Plan

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 Social Media strategy Goals Objectives Audience Content Tactics  Action Plan Evaluation (KPI) 

Measurement Tool(s)

Facebook

  *Increase education, knowledge and awareness about oral health.

  *Engage the public in a conversation about their experiences and issues around oral health.

 *Raise awareness of legislators and policy makers regarding the importance of oral health. 

*Build collaborative relationships with dental and non-dental oral health stakeholders.

*Increase by 25% the number of followers on Twitter and Likes on Facebook in 12 months.

*Increase by 25% the number of engagements on Facebook and Twitter in 12 months.

           *General public  *Dental and non-dental institutions, organizations and associations  *Legislators and stakeholders

        *News *Videos *Photographs *Links to other pages *Information from partner institutions *Articles

*OHF social media messages 

*Post every day before 9 am. 

*Post in the afternoon, if a report, or special news/event occurs during the day  

*Increase “Likes” *Like and comment on relevant post*Respond to comments and “Likes”*Post news, links and oral health messages

*Likes (Number of people who have liked the Page) *Engaged users (Liking the page, posting to the page's timeline, liking a post, sharing)

 *Reach (Number of people who have seen any content associated with your page)

  *Facebook Insights(free) 

*Post/retweet every day before 9 a.m. 

*Post at noon and in the afternoon

*Search and follow relevant users.*Reply to users who engage with your page*Retweet other twitter users*Comment on tweets*Include (#) and links 

*Followers   (Number of people who have followed the Page) *Engagement (Replies, retweets,  mentions, favorites)

*Impressions ( Number of times the reached people may have seen your content

 *Twitter analytics (free)

Twitter 

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Blog

• The 70th Anniversary of CWF in the United States by Johnny Johnson, Jr, DMD, MS http://oralhealthflorida.blogspot.com/2015/03/the-70th-anniversary-of-cwf-in-united_10.html?spref=fb

• THINK TEETH! Oral Health Is Important in Early Childhood. http://oralhealthflorida.blogspot.com/2015/03/think-teeth-oral-health-is-important-in.html

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Other Social Networks

• OHF YouTube: https://www.youtube.com/user/oralhealthflorida

• OHF Google +: https://plus.google.com/101333474360176404176/posts

• OHF LinkedIn Group: https://www.linkedin.com/groups?gid=6946995&goback=.gmp_6946995

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Challenges

• Time

• Budget

• Getting leaders to use social media

• Copyrights

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References

• Glanz, K., & Rimer, B. K. (1997). Theory at a glance: A guide for health promotion practice.

• Korda, H., & Itani, Z. (2013). Harnessing social media for health promotion and behavior change. Health promotion practice, 14(1), 15-23.

• Neiger, B. L., Thackeray, R., Van Wagenen, S. A., Hanson, C. L., West, J. H., Barnes, M. D., & Fagen, M. C. (2012). Use of social media in health promotion purposes, key performance indicators, and evaluation metrics. Health promotion practice, 13(2), 159-164.

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Thank You!