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U. S. DEPARTMENT OF HEALTH AND HUMAN SERVICES

National Institutes of Health

Utilizing Traditional and Social Media

Brooke Hardison Wang

OCNA Partner Member Summit

July 10, 2009

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What is Media?

• Newspapers & magazines• Broadcast television and radio• Websites of traditional news outlets

• Blogs• Internet radio

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Changing landscape

• Reductions in funding & staff means there are less seasoned health reporters

• Reporters with less health experience need more assistance understanding a story/topic

• Smaller outlets wait for larger outlets to decide what is newsworthy

• Larger outlets still want to be “first”

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What makes good news?

• Based on serious scientific research• Accomplishments, not plans• Affect readers personally• Provide legitimate hope• Local angle• Concise, well-spoken interviewee

– Identify members/patients who can tell their story well

– If you are going to be doing interviews consider investing in media training

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Reaching Journalists

• 64% of Journalists use Google or Yahoo! to get news information

• Search types journalists used most often:– Standard Search 91%– News Search 27%– Social Search 27%– Image Search 18%– Blog Search 14%

Source: TopRank Online Marketing Survey on Journalists Use of Search, www.toprankmarketing.com

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Reaching Journalists (cont.)

• Social Media Tools used– Social Networks (64%)– Blogs (55%)– Wikis (50%)– Micro-blogging (36%)

Source: TopRank Online Marketing Survey on Journalists Use of Search, www.toprankmarketing.com

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NCI Media Relations• Press releases• News Notes• BenchMarks• B-roll & Images• Science Writer’s

Seminars• Factsheets• Twitter• NCI Public

Affairs Network• Facebook (TBD)

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Social Networking & Microblogging

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What is Facebook?

• Largest Social Networking Website– Link to friends, groups, and interests– Chat, share information, photos, news

• Types of Pages– Personal Profile (individuals)– Fan Page (organizations)– Groups (smaller organizing, committees)

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Facebook Fan Pages

• Optimized for mass communication• Special site for non-profits• Can have multiple administrators• Invite first 30 fans

• Provide info about organization

• Share information & resources

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Who Uses Facebook?

• Median age: 26• 200 million active

users (30% U.S.)• 35-54 is the largest

U.S. age group• 54% Female• 8 million users

become “fans” of official pages each day

<179.80%

18-2425.10%

25-3425.20%

35-5428.20%

55+8.10%

Age Distribution among U.S. users

Source: 2009 Facebook Demographics and Statistics Report, iStrategyLabs, www.istrategylabs.com

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Maximizing Facebook

• Objective– Fans– Comments

• Keys to Success– Integrate with other platforms– Create a resource (offer information,

serve as a place to connect)– Create reasons for fans to participate– Target YOUR audience

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What is Twitter?

• Micro-blogging website – share information & updates (140 character limit) with your network

• Friends, Followers and Updates• Direct Messages, @Replies, ReTweets• #hashtags – search for themes• Real-time search• Accounts linked to email addresses:

can be official, personal or in-between

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Who uses Twitter?

• Median age: 31• 12.9 Million users

per month• Users are young,

but older than other social networking sites

• 53% Female• 35% live in urban

areas

12-171%

18-3447%

35-4931%

50+21%

Age Distribution among U.S. users

Source: Social media today, www.socialmediatoday.com

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Maximizing Twitter

• Objective– ReTweets– Mentions (a.k.a. @replies)– Followers

• Keys to Succeed– Be useful– Provide links to information (short URLs)– Respond to questions– Remember that it’s public

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Resources

• Facebook: www.facebook.com• Twitter: www.twitter.com • Social Media News: www.mashable.com• Facebook for Non Profits:

www.facebook.com/nonprofits• We Follow (directory of twitter accounts by

topic): http://wefollow.com • Google Sites (create collaborative website):

http://sites.google.com

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Resources Continued

• URL Shorteners– http://tinyurl.com– http://bit.ly

• Twitter Desktop applications:– Twitterfox (integrated in Firefox)– TweetDeck (organize friends into groups)– Twitterfeed (automatically post RSS

feeds to your twitter account)

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Resources Continued

• Twitter mobile applications– Twitter website can be updated via SMS

(text) messages– m.twitter.com (mobile version-any device)– Twitterberry (Blackberry)– TweetDeck, Twitterific, TwitterFon,

Twitterlator (iPhone)