Prostate Cancer Awareness Social Media Toolkit September 2015 Contents About This Toolkit ................................................................................................................................................................... 2 Social Media 101 ..................................................................................................................................................................... 2 What is Prostate Cancer Awareness Month? ..................................................................................................................... 2 When is Prostate Cancer Awareness Month? .................................................................................................................... 2 Why use social media? ........................................................................................................................................................ 2 What is Twitter? .................................................................................................................................................................. 2 What is Facebook? .............................................................................................................................................................. 3 Create Your Social Media Strategy ......................................................................................................................................... 3 Sample Facebook Posts and Tweets ....................................................................................................................................... 4 Week 1 (Tuesday, 1 st – Friday, 4 th ) ...................................................................................................................................... 4 Week 2 (Monday, 7 th – Friday, 11 th ).................................................................................................................................... 5 Week 3 (Monday, 14 th – Friday, 18 th ).................................................................................................................................. 6 Week 4 (Monday, 21 st – Friday 25 th ) ................................................................................................................................... 7 Week 5 (Monday, 28 th – Wednesday, 30 th ) ........................................................................................................................ 8 Sample Regional Facebook Posts and Tweets .................................................................................................................. 10 Prostate Cancer Image Bank ................................................................................................................................................. 11 Tips and Best Practices.......................................................................................................................................................... 12 Some Twitter Tips ............................................................................................................................................................. 12 Best Practices for Twitter .................................................................................................................................................. 12 Best Practices for Facebook .............................................................................................................................................. 13 Guide to Social Media Analytics and Metrics ....................................................................................................................... 14 Why Measuring Your Social Media Campaign is Important ............................................................................................. 14 Selected Services to Increase Analytical Capacity ............................................................................................................ 14 Using Hootsuite for Scheduling and Management ............................................................................................................... 16 Glossary ................................................................................................................................................................................. 19 This work was supported by Cooperative Agreement #1U38DP004972-02 from the Centers for Disease Control and Prevention. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the Centers for Disease Control and Prevention.
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Prostate Cancer Awareness Social Media Toolkit September 2015
Contents About This Toolkit ................................................................................................................................................................... 2
Social Media 101 ..................................................................................................................................................................... 2
What is Prostate Cancer Awareness Month? ..................................................................................................................... 2
When is Prostate Cancer Awareness Month? .................................................................................................................... 2
Why use social media? ........................................................................................................................................................ 2
What is Twitter? .................................................................................................................................................................. 2
What is Facebook? .............................................................................................................................................................. 3
Create Your Social Media Strategy ......................................................................................................................................... 3
Sample Facebook Posts and Tweets ....................................................................................................................................... 4
Sample Regional Facebook Posts and Tweets .................................................................................................................. 10
Prostate Cancer Image Bank ................................................................................................................................................. 11
Tips and Best Practices .......................................................................................................................................................... 12
Some Twitter Tips ............................................................................................................................................................. 12
Best Practices for Twitter .................................................................................................................................................. 12
Best Practices for Facebook .............................................................................................................................................. 13
Guide to Social Media Analytics and Metrics ....................................................................................................................... 14
Why Measuring Your Social Media Campaign is Important ............................................................................................. 14
Selected Services to Increase Analytical Capacity ............................................................................................................ 14
Using Hootsuite for Scheduling and Management ............................................................................................................... 16
This work was supported by Cooperative Agreement #1U38DP004972-02 from the Centers for Disease Control and Prevention. Its
contents are solely the responsibility of the authors and do not necessarily represent the official views of the Centers for Disease
Control and Prevention.
2 @GWCancerInst #CompCancer #ProstateCancer #PCSM
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implement this toolkit? Don’t fret!
You can still engage your
audience by Retweeting messages
from @GWCancerInst
About This Toolkit This Prostate Cancer Awareness Social Media Toolkit – September 2015 is
designed to help public health professionals understand the functions and
benefits of social media, establish a Prostate Cancer Awareness Month social
media strategy, manage social media accounts, implement Facebook and
Twitter best practices, disseminate Prostate Cancer Awareness Month
messaging and evaluate their social media efforts.
Social Media 101
What is Prostate Cancer Awareness Month? September is Prostate Cancer Awareness Month, also known as National Prostate Health Month, which is an annual
campaign to raise awareness of the disease and fundraise for research into its cause, prevention, diagnosis, treatment,
survivorship and cure as well as to support those affected by prostate cancer.
When is Prostate Cancer Awareness Month? Prostate Cancer Awareness Month begins on September 1st and ends on September 30th.
Why use social media? According to PewResearch, “As of January 2014, 74% of online adults use social networking sites.” Quoted directly from
the CDC’s The Health Communicator’s Social Media Toolkit, social media “can connect millions of voices to:
Increase the timely dissemination and potential impact of health and safety information
Leverage audience networks to facilitate information sharing
Expand reach to include broader, more diverse audiences
Personalize and reinforce health messages that can be more easily tailored or targeted to particular audiences
Facilitate interactive communication, connection and public engagement
Empower people to make safer and healthier decisions.”
Social media tools include, but are not limited to: buttons and badges, online video sharing, widgets, blogs, Twitter and
Facebook. This toolkit focuses on Twitter and Facebook, since “19% of online adults use Twitter” as of January 2014 and
“71% of online adults use Facebook” as of September 2013, according to PewResearch.
What is Twitter? Twitter is an online social networking and microblogging service that enables users to send and read short 140-character
text messages called “Tweets.” According to Twitter, is it used by millions of people, organizations and businesses to
discover and share new information. For more information on who uses Twitter and what types of activities Twitter
users participate in, Twitter best practices and Twitter resources, see pages 27-31 in CDC’s The Health Communicator’s
Social Media Toolkit. See also pages 12-13 below for Twitter tips and a summary of best practices.
Tuesday, September 1st September is National #Prostate Health Month! Start by learning about the prostate: http://goo.gl/y2lZ5E #pcsm
September is #ProstateCancer Awareness Month! Start by learning about what the prostate is: http://goo.gl/y2lZ5E
Wednesday, September 2nd Need help talking to your doctor about getting screened for #prostatecancer? This infographic may help: http://goo.gl/y1oUuU #pcsm
Most #prostatecancers grow slowly, and don't cause health problems in men who have them. There are ways to get screened. Take time to ask your doctor these questions before you decide to get tested or treated for prostate cancer: http://goo.gl/y1oUuU
Thursday, September 3rd Being older & having a family history can increase your chances of getting #prostatecancer. Read on for more: http://goo.gl/3KXJiL #pcsm
Research has found that being older and having a family history are factors that increase your chances of getting #prostatecancer. Read on for more and talk to your doctor: http://goo.gl/3KXJiL
Friday, September 4th DYK that #prostatecancer is the most common #cancer for US males aside from non-melanoma #skincancer? http://goo.gl/xs87bm #pcsm
Did you know that #prostatecancer is the most common cancer among men in the US aside from non-melanoma skin cancer? Talk to your doctor to see if you should get screened for prostate cancer: http://goo.gl/xs87bm
Monday, September 7th Different people have different symptoms for #prostatecancer. Here are some symptoms you can look out for: http://goo.gl/fW6w0K #pcsm
What are the symptoms of #prostatecancer? Different people have different symptoms. Some men do not have symptoms at all, but here are some tell-tale signs: http://goo.gl/fW6w0K
Tuesday, September 8th There are a couple of ways to get screened for #prostatecancer: the DRE and PSA. Find out more: http://goo.gl/UQNcr4 #pcsm
Did you know that there are a couple of ways to get screened for #prostatecancer? There is the digital rectal exam (DRE) or prostate specific antigen (PSA) test. Read more about them and talk to your doctor about which test is right for you: http://goo.gl/UQNcr4
Wednesday, September 9th Studies suggest that being a healthy weight and quitting smoking can prevent #cancer http://goo.gl/Ax1TBO #pcsm
Studies suggest that you may be able to prevent developing cancer by quitting smoking, eating a healthy diet and exercising: http://goo.gl/Ax1TBO #prostatecancer
Thursday, September 10th Having a father, brother or son who has had #prostatecancer puts you at increased risk. Take charge! Learn more: https://goo.gl/F3vMYF
Having a father, brother or son who has had #prostatecancer puts you at increased risk. Take charge of your health! Use this tool to map your family history and learn more about your risk and share it with your doctor. https://goo.gl/F3vMYF
Friday, September 11th Have you been diagnosed with #prostatecancer or know someone who has? See this free booklet for information: http://goo.gl/sqTMxo #pcsm
Have you been diagnosed with #prostatecancer or know someone who has? See this free booklet for information on the disease and sources of support: http://goo.gl/sqTMxo
Monday, September 14th #Medicare Part B covers yearly #prostatecancer screenings for men 50+ years old.Talk to your doctor for more: http://goo.gl/7PYIsA #pcsm
Did you know that Medicare fully or partly covers yearly #prostatecancer screenings for men over 50 years old? Talk to your doctor about screening that's right for you: http://goo.gl/7PYIsA
Tuesday, September 15th Different types of treatment are available for #prostatecancer. Decide w/ your doctor about which is right for you: http://goo.gl/d4iwqf
Different types of treatment are available for #prostatecancer. You and your doctor will decide which treatment is right for you. Here are some common treatments: http://goo.gl/d4iwqf
Wednesday, September 16th
Black men are most at risk of #prostatecancer. Talk to your doctor for ways to prevent and detect the disease early: http://goo.gl/SfwUZs
Black men are most at risk for getting #prostatecancer, followed by White, Hispanic, Asian/Pacific Islander, and American Indian/Alaska Native men. Talk to your doctor about ways to prevent and detect the disease early: http://goo.gl/SfwUZs
Thursday, September 17th Being told you have #prostatecancer can be scary. Here are some Qs to ask your doctor to get the information you need: http://goo.gl/wUY1rT
Being told you have #prostatecancer can be scary and stressful. You probably have a lot of questions and concerns. Learning about the disease, how it's treated and how this information may apply to you is a lot to do on your own. Here are some questions you can use to help you better understand prostate cancer and your options: http://goo.gl/wUY1rT
Friday, September 18th Learn more about #prostatecancer risk reduction, early detection, symptoms & treatment: http://goo.gl/kH7JwT #pcsm
Check out this factsheet for an overview of #prostatecancer, including risk reduction and early detection, symptoms and treatment. Talk to your doctor for more information: http://goo.gl/kH7JwT
Monday, September 21st Some #prostatecancer symptoms: difficulty starting urination & pain during urination. Learn more & talk to your doc: http://goo.gl/3zkeE5
Symptoms of #prostatecancer include difficulty starting urination and pain in the back, hips or pelvis that doesn’t go away. Learn more about what to look out for and talk to your doctor if you or your loved one experience any symptoms to catch it early: http://goo.gl/3zkeE5
Tuesday, September 22nd #Clinicians: Find the latest on #prostatecancer screening recommendations from @asco here: http://goo.gl/SCkWxK
Clinicians: See the latest findings on #prostatecancer research and guidelines from the American Society of Clinical Oncology (ASCO) here: http://goo.gl/SCkWxK
Wednesday, September 23rd
There are treatment choices for early-stage #prostatecancer. Know them well & get the right care for you: http://goo.gl/tFoJgV #pcsm
There are treatment choices for early-stage #prostatecancer. Be sure to know them all to make the treatment choice that's right for you. Learn more and talk to your doctor: http://goo.gl/tFoJgV
Thursday, September 24th
Here is a simple health guide to help you understand normal prostate changes and #prostatecancer signs/symptoms: http://goo.gl/lIMLDd #pcsm
Here is a simple health guide to help you understand normal prostate changes and #prostatecancer signs and symptoms, risk factors and screenings. Talk to your doctor for more information: http://goo.gl/lIMLDd
Friday, September 25th In 2010 @US_FDA approved a vaccine to treat some men w/ metastatic #prostatecancer. Talk to your doc for more: http://goo.gl/4gOnqt #pcsm
We are making advances in #prostatecancer treatment. In 2010 the US FDA approved a vaccine to treat some men with metastatic prostate cancer. Talk to your doctor to see if this treatment is right for you: http://goo.gl/4gOnqt
Monday, September 28th There are known benefits & risks of PSA screening for #prostatecancer. Have a discussion with your doctor: http://goo.gl/iMdQvk #pcsm
There are known benefits and risks of prostate specific antigen (PSA) testing for #prostatecancer. Be sure to discuss the benefits and risks with your doctor to choose the right screening for you: http://goo.gl/iMdQvk
Tuesday, September 29th Did you know that more men are living with #prostatecancer? The key is finding it early & monitoring its growth https://goo.gl/nCVrOR #pcsm
Did you know that more men with #prostatecancer are living longer, healthier lives? The key is finding it early and monitoring its growth. Watch this 2 min video and talk to your doctor for more information: https://goo.gl/nCVrOR
Wednesday, September 30th
What is being done to fight #prostatecancer? From research to raising awareness, progress is being made: http://goo.gl/cHpObH #pcsm
What is being done to fight #prostatecancer? From research to awareness raising programs, progress is being made to help older adults live better and longer: http://goo.gl/cHpObH
#ProstateCancer claimed more than <insert regional prostate cancer mortality statistic> lives in <insert region> in 2012 but early diagnosis saves lives. Visit: <insert shortened link>
There were <insert regional prostate cancer incidence statistic> #ProstateCancer cases diagnosed in <insert region> in 2012. Know the symptoms: <insert shortened link>
Facebook regional messaging
Prostate cancer claimed more than <insert regional prostate cancer mortality statistic> lives in <insert region> in 2012. More lives could be saved if people were diagnosed at an earlier stage and monitored regularly. Do you know the signs? Know what to look for: <insert shortened link>
Most men with prostate cancer face some level of emotional challenge both during and after treatment. Patients may worry about the possibility that the cancer will return, or may be concerned about physical changes or psychological and social well-being. Support groups are available for patients, families, friends and caregivers in <insert region>. For more information, visit <insert shortened link>
Tip: To access prostate cancer statistics for your state, go to the CDC and National Cancer Institute’s (NCI) State
Cancer Profiles, which characterizes the cancer burden in a standardized manner to motivate action, integrate
surveillance into cancer control planning, characterize areas and demographic groups and expose health disparities.
From CDC’s Website on Prostate Cancer, this visually informs the target audience about questions patients should ask their doctors regarding prostate cancer screening. Available in standard and high-quality PDFs.
From the CDC "photostream" on Flickr, a Web site designed for public image sharing. CDC images include public health photos and graphics developed for public health events that users can comment on and share. Search “prostate cancer” for relevant results.
Using Hootsuite for Scheduling and Management Hootsuite is an online platform that allows organizations to schedule Tweets and Facebook posts, keep up with our feed
(the posts of those we follow), and collect basic analytics for evaluation. New to Hootsuite? No problem! Below is a step-
by-step guide on how to use this useful site to schedule Tweets. The steps are generally the same for scheduling
Facebook posts.
1. Open www.Hootsuite.com and create an account.
2. Add your social media account(s) by clicking on the owl on the left bar (circled yellow below) and type in your
social media sign-in names and passwords.
3. Click on the home icon on the left bar (circled red below). This is your dashboard and it will look like this:
a. The dashboard features a Home Feed of all the Tweets from those you follow in real time. This is the
column you need to look at for retweets (RTs), when another organization shares what we have posted.
b. Mentions features all the Tweets that mention your organization. This is the column you need to look at
for engagement. Those Twitter users thought to mention you. How can you respond so they think to
mention you again in the future?
c. Direct Message features all the Tweets that are sent to you. Most of these will entail questions posed to
you by other Twitter users. Responding quickly to any direct messages will be crucial to increasing
engagement. This column will also come into use with Twitterviews (Q&A events between followers and
an expert).
d. Sent Tweets features all the Tweets you push out!