Using Social Media: Strengthen Participant Engagement: “Like” us … · 2016-11-14 ·...

Strengthen Participant Engagement: “Like” us on Facebook

UsingSocialMedia:

AshleyFondren,MississippiStateUniversityLoreleiJones,NCStateUniversityLisaBenavente,NCStateUniversityEmilyFoley,NCStateUniversitySuzannevanRijn,NCStateUniversityAustinBrooks,VirginiaPolytechnicInstituteHadleyStandring,UniversityofGeorgia

ìWhen’sthelasttimeyouencouraged123 peopleatthesametimetoexercise?

ìWouldn’tyouliketoshowotherstheskillsandabilitiesofyoureducators?

ì HowaboutencourageEFNEPinotherstatestoenhancetheirprogram?

Photos from North Carolina State’s Awards

Ceremony

ìSocialMediacanhelpuswitheachofthesegoals!

Southern Region Social Media Committee Charge

CanSocialMediahelpEFNEP:

ì Recruit?

ì Reinforce?

ì Remind?

ì Relate?

ì Retain?

Otherdrivingquestions:ì Who?

ì What?

ì When?

ì Where?

ì How?

Perspective - Professional

Providenutritioninfotoreinforceface-to-facemeetings

RecruitEFNEPparticipants

CommunicatewithEFNEPstaff

MaintenanceState-levelprofessional

County-levelprofessional

Paraprofessional

Other

Do professionals think paraprofessionals use social media?

Professionals'perspectiveofparaprofessionalsocialmediause

Yes

No

Idon'tknow

Paraprofessional Demographics

Paraprofessional Demographics

100%usesocialmedia100%usesocialmedia80%usesocialmedia95%usesocialmedia94%usesocialmedia78%usesocialmedia68%usesocialmedia82%usesocialmedia56%usesocialmedia43%usesocialmedia

97%ofrespondentswerefemale

80%haveapersonalsocialmediaaccount

NC Participant Data

Who Do We Serve?-

● MillenialsandGenerationX➔ 48%betweentheagesof18and30➔ 24%betweentheagesof31and40

● 1in3havesomecollegeorgraduatedcollege● 36%liveinurbansettings

How Do They Communicate?

Facebook72%

YouTube17%

Pinterest8%

Twitter2%

Other1%

PreferredSocialMediaUsage

Totalnumberofsurveys:1543

National Social Media Guidelines

ì ReleasedMarch2014

ì Designedaround4overarchingconceptscriticaltosocialmediasuccess:ì SetGoalsì DetermineaStrategyì PreventAbuseandMisuseì MakeContentEFNEPSpecific

Set Goals

ì Goalsshouldresultinì Continuedengagementofgraduatesì Improvedretentionì Increasedrecruitment

ì Supplement,notreplaceface-to-face

Determine a Strategy

ì PlanforSuccess

ì ConsiderPresence

ì SetLimits

ì DetermineRolesandResponsibilities

ì ManageContent

ì MaintainSocialMediaAccountsRegularly

ì ReviewandModify

Prevent Abuse and Misuse

ì ProtecttheSecurityofSocialMediaChannels

ì ProtecttheIntegrityofSocialMediaChannels

ì ProtectPrivacyandConfidentiality

Make Content EFNEP Specific

ì ShareContentAppropriately

ì WriteforEFNEP’sTargetAudience

EFNEP Social Media Toolbox

http://efnepsocialmedia.wordpress.com/

NationalSocialMediaGuidelines

• ReleasedMarch2014• Designedaround4overarchingconceptscriticaltosocialmediasuccess:– SetGoals– DetermineaStrategy– PreventAbuseandMisuse–MakeContentEFNEPSpecific

SetGoals

• Goalsshouldresultin– Continuedengagementofgraduates– Improvedretention– Increasedrecruitment

• Supplement,notreplaceface-to-face

DetermineaStrategy

• PlanforSuccess• ConsiderPresence• SetLimits• DetermineRolesandResponsibilities• ManageContent• MaintainSocialMediaAccountsRegularly• ReviewandModify

PreventAbuseandMisuse

• ProtecttheSecurityofSocialMediaChannels• ProtecttheIntegrityofSocialMediaChannels• ProtectPrivacyandConfidentiality

MakeContentEFNEPSpecific

• ShareContentAppropriately• WriteforEFNEP’sTargetAudience

OtherTrainingResources

• CDChttp://www.cdc.gov/SocialMedia/http://www.cdc.gov/healthcommunication/

• USDHHShttp://www.hhs.gov/web/socialmedia/additional_resources/index.html

• eXtensionhttps://learn.extension.org/events/search?utf8=%E2%9C%93&q=social+media#.VDWnKNR4q60

• PrivateSector– SocialMediaExaminer,SocialMedia101,ConstantContact,SproutSocial,MarketingProfs,etc.

Vetted Social Media Posts

ì

EFNEPSocialMediaProgramsintheSouthernRegion

DifferentStrategiesinDifferentStates

VirginiaSocialMediaProject

• Facebook[Buffer- free&Hootsuite- paid]– 1StatePageand16LocalPages(co-adminwithProgramAssistants)

– Post2x/day,usuallyoriginalcontentdaily• Blog[Wordpress- freethroughVCE]– Post1x/week,originalcontentwithguestpostsfromstudentsandcolleagues

• Twitter[Buffer- free]– Post1x/day,withoriginalcontentaimedatcommunitypartnersandstakeholders

• EmailNewsletter[MailChimp- free]– Sent1/month,withoriginalcontentthatlinkstoblog

North Carolina ManagementWhat we do

● CountyPAsencouragedtobeactiveonpages

● Managedatthestatelevel

● Diversegroupwhocreateposts

http://www.ncfamilieseatingbetter.org/EFNEP/participants/tips/could-you-have-diabetes/

FB content

● Year-longcalendarofposts

● Nationalfoodmonthsanddays

● FivekeyEFNEPareas

http://food.unl.edu/fnh/july

the process● PostsarevettedusingSouthernRegiondevelopedvetting

instrument● http://efnepsocialmedia.wordpress.com/2014/02/19/efnep-

social-media-post-vetting-instrument/

● Dividedresponsibility

Georgia

Facebook.com/ugaefnepWebsite:www.efnepuga.edu

Twitter:@ugaefnep

GeorgiaStrategy:• UtilizeVettedPosttool• Postingcalendar• UtilizeFBmgmt tools

– Scheduling– Emailnotification

settings• Tracktimefind,write,and

post• Evaluation/research• State-levelmanagement

KeepingPA’s&ParticipantsConnected

Remind.com● Freetextingservicetoremind

participantsofupcomingsessions

● Pilotinginurbanandruralcounties

Strategy:● Createdmessagetemplates● Participant’schoicetoenroll● Optiontoreceiveemail

reminders

South Carolinaì Socialmediacalendarwith2monthsworthofposts.Begincompilingpostsforthe

nextsetofmonthsasendofcalendarapproaches.Thistakesseveralhours,butcanbedoneinonesettingorspreadoverthecourseofaweek.

ì Retainflexibilityinchangingpostscheduleforcertainhealthobservancedaysormonths.

ì Onepersonhandlesthecontentandpostingschedule,howevernutritiongraduatestudentsareabletopostaswell ifneeded.

ì Postingonlytakesaminuteorso;itissimplycopiedandpastedfromthepostingcalendar.Normallycontentispostedaroundmid-morningforconsistency.

ì Consideringindividualcountypagesinthefuture.ì Wearecurrentlyworkingtousethesesamemeasuresforanewlycreatedtwitter

pageaswell.

ì

Youhavethetoolstogetstarted.Together,we’llexploreHOW

toputitintopractice afterlunch.

Let’spractice!

WhatMakesaGoodPost?

• Shortandtothepoint• Culturallyappropriate• Writtenfortheliteracyleveloffollowers– Visualisbest!

• Motivating• Includesacalltoaction

Creating Dynamic Facebook Posts

http://efnepsocialmedia.wordpress.com/efnep-social-media-toolbox/

ìHowtoCreateandMaintainaSuccessfulSocialMediaProgram

WhichPlatform?

• Gowhereyouraudienceis• ResearchshowsFacebookisthelargestsocialnetworkforouraudience– Pew,NCState,etal

• Therefore,we’vefocusedonFacebookforEFNEP

TrainingStaffonSocialMediaUse

• Who?– FacebookAdmins– Paraprofessionals

• What?– Howtoimplementsocialmediaprogram– WhyandhowthesocialmediaprogramsupportstheotheraspectsofEFNEPprogramming• Focusgettingbuy-infromalllevels

• When?– Initial– On-going

SettingupaFacebookPage

LogintoFacebook• Canuseyourpersonallog-in,asthepagewillbefullyseparatefromandnot

identifiablylinked toyourpersonalprofile• Recommended,asyouwilllikelyseenotificationsmoreeasilyifyouuseFacebook

regularlyinyourpersonallife.

http://www.facebook.com/pages/create.php

ClickonCompany,OrganizationorInstitution->ChooseGovernmentOrganization

ChooseaPageNamethatclearlyidentifiesyourorganizationEX: VirginiaFamilyNutritionProgram

NorthCarolinaCooperativeExtensionEFNEP

AgreetoFacebook’sTermsandConditionsbyclicking“GetStarted”

SettingupaFacebookPage

Step1- About• ShortDescriptionofPage(155characters)

• Shouldbespeakingdirectlytowhytargetaudienceshouldlikethepage

• Enteryourorganization’spublicwebsite

• ChooseashortandsimplecustomURLforyourpage• Thiswillbehowyoushareyourpage,soitshouldbeeasytoread(for

print)andremember(forin-personsharing)

• YES,yourpageisarealorganization• YES, youaretheofficialrepresentativefortheorganization

SettingupaFacebookPage

Step2- ProfilePicture• HeadshotorLogoworkbest• Dimensions- 180x180pixels,but160x160willbedisplayed

• https://www.facebook.com/help/315809258465467• PictureoftheProgramAssistantorPageManagerputsapersonaltouchonthe

pagethatismoreinvitingforthetargetaudience

Step3- AddtoFavorites• Addspagetotheleftsidebar,makingiteasiertofind

• Pagewillalsoautomaticallyshowupinthedropdownmenuwhereyoulogoutaswell.Thisishowyouswitchbetweenprofiles.

Step4- ReachMorePeople• ThisallowsyoutosetuppaymentforadvertisingonFacebook.Youcanskip ifyoudo

notwishtospendmoneyonadvertising.(Youcansetthisupatalaterdateaswell.)

SettingupaFacebookPage

Onceyoufinish,itwilltakeyoutoyourPage

Whenprompted,“Like”yourPage

Whenprompted,“Skip”InvitingyourFriendsandEmailContacts• Yourtargetaudienceisclientsandcommunitypartners,notfriendsand

family

Whenprompted,WriteaquickStatusUpdatewelcomingeveryonetoyournewpage

CONGRATS,YouaretheproudnewAdministratorofaFacebookpage!

NextStepsforSettingUpaFacebookpage

• AddaProfilePicture• AddaCoverPhoto• AddaCo-Administrator

Successful Social Media

Successful Social Media

Successful Social Media

PromotionofSocialMedia

SocialMediaMagnetIncentive

SocialMediaBrochure

PromotionofSocialMedia

NC Promotion of Social Media

ContentCreationtoSupportSocialMedia

ì Blogs

ì Videos

ì Others

Blogs

• https://blogs.ext.vt.edu/eatsmart-movemore/

NCEFNEPBlog

http://www.ncfamilieseatingbetter.org/EFNEP/participants/index.html

ì

Videos

for Social Media in NC

Creating Videos for Facebook

Whenplanningyourvideo,keepinminddiversityandthatouraudienceislimitedresourcefamilies.Don’tshoworusespecialtyequipment.Keepitbasic.

Showavarietyoffamilydynamicssuchasmulti-racialfamilies,1parentfamilies,etc..

Creating Videos for Facebook

Multiplepeopleareengagedinwritingandproductionofvideo● Scriptwriter/location/props● Scripteditor● Videographer

Creating Videos for Facebook

Shootingthevideo● localstaff● volunteers● location● props● video/photorelease

Creating Videos for Facebook

Equipment:● Purchasedwithoutsidefunding

o Videocamerawithsparebatteryandtripodo 2lightswithstandso Reflectordisco Memorycardo Lapelmicrophoneseto 2sparelapelmicso Camcordercase

● Editingprogramo AdobePremierPro

Creating Videos for Facebook

JuneisDairyMonth!video

Creating Videos for Facebook

Now,it’syourturn!

Creating Videos for Facebook

BacktoSchoolSnacksvideo

Photos

• Fromthefield,In-House,StockPhotos,SNAP-EdConnection,CreativeCommons,etc.– CopyrightandPhotoReleaseissues

• Photoeditingtools– Free:Canva,PicMonkey,etc.• http://www.business2community.com/brandviews/buffer/23-tools-resources-create-images-social-media-01028628

– Paid:Photoshop,InDesign,etc.

ì

SocialMediaAnalytics

Howdoweknowwhat’sworking?

AnalyticsTools

• FacebookAnalytics–Musthit30likesbeforethesebecomeavailable

AnalyticsTools

• GoogleAnalytics– Trafficonwebsitesandblogs– Trafficfromsocialmedia– QRCodeTracking

AnalyticsActivity

ì Usethedatatoimproveyourvettedpost’sperformanceonsocialmediaì Whatformattopost?ì Whentopost?ì Whatpostsusuallyperformwell?ì Whattopostforthemostcomments?ì Whattopostforthemostlikes?

ì

SocialMediaChallengesandOpportunities

DecliningReachofFacebook

• Howtokeepyourcontentinyourfollowers’newsfeed?

• Howtofindmorefollowersandincreaseengagement?– Contests– Promotetopeoplewhowanttouseit

WorkSmarter,NotHarderContentRepurposing

• SocialMediaPost->BlogPost->EmailNewsletter

• Videos- SocialMedia,WaitingRooms,Curriculaenhancement,etc.

• CollaborativeCommunicationPlanswithCommunityPartnersandStakeholders– Ex:NutritionMessage“Memes”forschoolwebsites

OurGrantDoesn’tIncludeaSocialMediaManager

• ByCommittee– DivideandConquer

• ByStudents– Becareful!

• StartSmallandSeeHowitFits– Dedicatejust15minutesaday

ì

FutureDirectionsforSocialMediaCommittee

Research

• TimeUseStudy– Howlongdoesitreallytaketorunaneffectivesocialmediaprogram?

• EvaluationofSocialMediaPrograms– SocialNetworkAnalysis• SpreadofknowledgeusingDiseaseTransmissionframework

Georgia’sSocialMediaStudy

SupplementalNutritionEducationthroughFacebook- Doesindirecteducationthroughsocialmedia

increasepositivebehaviorchangesamongEFNEPparticipantsbeyonddirecteducationalone?

- Controlgroupcompletedthissummer(n=62);interventiongroupplannedforlatefall.

- Buy-infromPAtopromoteFBpage.

SupportingYourState’sNewSocialMediaPrograms

http://efnepsocialmedia.wordpress.comhttps://www.facebook.com/groups/EFNEPsocialmedia/

• Whatadditionalsupportorresourcesdoyouneedtotaketheplungeintosocialmedia?