How Do Your Social Media Campaigns Integrate with Your Overall Social Marketing Plan?
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How Do Your Social Media Campaigns Integrate with Your Overall Social Marketing Plan?

(Joanne Oshel)
Hello, everyone. Welcome to today’s Now Is
The Time TA Center webinar entitled “How Do Your Social
Media Campaigns Integrate With Your Overall
Social Marketing Plan?” I’m Joanne Oshel. I am with the TA Center,
and I’m going to be on here as the webinar
Technical Assistance Assistant. With that, I will go ahead
and pass it on to Amanda Lipp and Lacy Kendrick Burk, our
presenters, to get started. (Lacy Kendrick Burk)
Okay, great. Thank you, Joanne. We are really excited about
this webinar series actually. So as you may have read
in the description, primarily this session
does focus on really incorporating
social media into an overall Social
Marketing Plan, and we will talk about exactly
what each of those mean and what the differences are
and how to utilize your Social Marketing Plan
to inform a Social Media Plan and then the media plan
to be the extension of reaching your social marketing goals
for your community. So we are really
excited about that and then we do have
an additional two webinars in this series that will
take you much further into social media and then
social media policies as well. So we’ll get started. So, my name is
Lacy Kendrick Burk. I am a Technical Assistance
Liaison with the Now Is The Time
Technical Assistance Center, and I have gotten to work
with I notice several of you all on the phone
and your communities, and so I’m really happy
that you’re here. We are a team that has
some experience with social marketing. I personally have done a lot
of technical assistance around social marketing initiatives
for System of Care grantees and so I’ve done that
for several years. I oversaw the statewide
System of Care social marketing in Mississippi as well as
provided TA at a national level to 13 different grantees
across the US. So that’s where my background
is in social marketing. And then as well, I do
social media management for a couple of different
organizations as well as I just love it. So that’s myself and then
I’ll turn it over to Amanda to introduce herself. (Amanda Lipp)
Great. Thanks, Lacy.
My name’s Amanda Lipp. Welcome everyone, and thank you
for joining this webinar. My experience working
with social marketing and social media is based
back to when I was first in college and was really
using social media a lot to connect with
my fellow students and friends on campus
to identify how we could work together on projects,
to discussing ideas, to really just help
with connecting and sharing about
our personal life and how our work intersected
with that as well. And I’ve worked as well with
different national organizations on their technical abilities
for Social Marketing Plans as well and I’ve done
a lot of work specializing in multimedia,
like videography and creating many documentaries
about organizations and utilizing these different
tools on the ground for how folks can get creative
and think outside the box in terms of marketing
to their various constituents in creative, fun,
inspiring ways. So, I’m really looking forward
to learning about, you know, all of your work
and what you’re doing, and seeing what kind
of tools we can discuss and incorporating this into your
larger Social Marketing Plan and how we can think
outside the box and utilize the existing
platforms that are out there that are really–
keep growing every day as folks join different
social media platforms and getting more creative,
so I’m really excited. And thanks again
for joining, everyone. Okay, so next part
is the agenda. Great.
So the agenda is here, folks. These three points. The first one being we’re gonna
go over the social marketing requirements for
Healthy Transition. So the first sort of stepping
stones to getting folks like yourselves familiar with
the requirements to create a plan of action for your
social marketing efforts. And the second
point here being– we’re gonna go over
a Social Marketing Guide and kind of do a recap on
what’s audience messaging, channels, and really the outcome
of those efforts as well. So we’ll kind of go into
the Social Marketing Guide and touch base on that. And then the third point here,
on the bottom, you’ll see social media tools
and example plan. So we’re gonna dive in a little
bit into the various social marketing platforms,
the various tools, and a little bit about what
each social media platform is and an example plan,
a calendar plan, as to how you can
begin to schedule and plan out the different posts
and methods you may embark on to engage your community. So that is our agenda for today
and then we’re going to go into
the learning objectives. So what we hope you folks will
get out of this session today are these three points here. The first one being we hope
that you understand social marketing
and social media. Basically, what are
the differences, and how do these things overlap? It can be a little bit
confusing sometimes. Often folks think social
marketing is social media, but they are
two distinct processes, so we’re gonna go
into that a little bit. The second point here,
understand how to select appropriate channels in respect
to the platform, audience, and goals. So, again, we’re gonna dive
in a little bit with these various
social media platforms and how we can
hone messaging in relation to the audience
and your grantee goals. And then the third point here,
learn how to improve or build off your
current plan to achieve your plan’s goal to manage
social media for your site. So we’re gonna go into that
calendar and sort of discuss how you can create a plan
of action for when you post, how you post,
who posts, and how you can manage
that plan so you can have sustainable impact
for your community. All right, query responses. So I’ll pass this back
out to Lacy. (Lacy)
Awesome. Thanks, Amanda. So one thing that we
like to practice here at the NITT Center
is to make sure that we are incorporating
the voices of our communities that we’re working with in order
to meet your needs the best. And so we did that
with this as well, this webinar series. So we wanted to know what sort
of usage you all were doing with your Social Marketing Plans
and then what you were utilizing as far as social media
in your activities. And so we did a little query. We asked several questions,
and we only put one on a chart here that
we’ll be able to see, but we received 10 responses
out of 17 communities. And so for these questions
we wanted to know how much you were utilizing
your Social Marketing Plans. And so we know that this
was a requirement and SAMHSA did see this as
a necessary step in being able to implement your grant. And that did come from a reason. So historically, in the previous
round of grantees, when it was the Healthy
Transitions Initiative, we as TA people recognized
that many of the sites were really struggling
with social marketing and we actually heard from
the sites that they wanted to have some support
and some guidance around social marketing
’cause they thought that that was a major component
that was necessary but missing from
the first round of grants. And so that’s really sort of
where it came from for the– for your cohort of grantees
to really be able to have some of that guidance and support
in TA around social marketing. So SAMHSA decided it was
important to have a plan, and so, as you all know,
you worked very hard on your plan
and turned those in, and so we wanted to know
how many of you all were using those plans
still a year or so after you had to turn them in. And so this is the response
that we got. We had nobody that was
using them a great deal but one community said
that they were using them a lot. Two communities said they
were using it moderately and then six communities,
so the majority, said they were using
them a little bit to drive their current
social marketing activity and then one community said,
“Not at all.” And so ideally, this plan is
not necessarily a checkbox, we finished the plan and we’re
gonna put it in a folder. Ideally, what we would hope
to see is that these are useful to communities in that,
that you can utilize them to continue to guide
your social marketing work to help achieve the goals
of your grant. And so this was really
interesting finding that we found and we want
to make sure to be able to support
communities and grantees in what you’re doing, to further your social
marketing activities. And the second interesting thing
that we found is that as part of the plans
we noticed that most people
did have some sort of social media
as a mechanism within their Social
Marketing Plans. However, only three sites
actually had some sort of social media
up and running. So we went back
and reviewed all 17 sites. And then out of the ten
that responded, only three has
something going. And those are–three sites
have Facebook and then one site in
addition to Facebook has Twitter and Tumblr. And so that’s where this
series really came from, is recognizing that all grantees
recognize the need to have social media,
especially given that one of the key audiences
is young adults. And we know
that young adults vary for what social media platforms
they show up on. But we know that they do
show up on those platforms more often than they typically
will receive information from traditional forms
of media such as radio ads or television ads or billboards
or that sort of thing. And so while we recognize
that’s really important, we wanted to be able
to support that process. The other interesting thing
that we found as a result of the query is that the biggest
challenges that grantees are seeing is really around policy. So there’s some around who
may not know how to set up or know the right strategy
or we might not have the time to necessarily implement
social media activities as much as we would like,
but pretty consistently across the board we saw that
there are some policy issues that are preventing
whether the implementation or the development of
the social media practices. So, for example, some
organizations don’t permit Facebook at all
on work computers during work hours whatsoever. Some might have some constraints
around being able to have their employees “friend”
some of the young people on Facebook, and so we know
that that’s an issue and so we are working to address
that in a second webinar. So definitely come back for that
one so that we can talk more in depth about developing
your social media policy or guidelines or how to maybe
get around some of those and some examples for that. But I did just wanna share
that, you know, that was one of our big findings
that came from this query, so we will be working
on that for the second and third webinars. All right, so these are some
of the questions that we used, and I pointed out some
of the main findings that we had. And so we will be, as I said,
working on addressing those for the next couple
of webinar series and we will be
providing homework and support in between
those webinars to make sure that we can move, you know,
our social media practice for our grantees further along. All right, Amanda? (Amanda)
Awesome. Thank you, Lacy. So we have two icebreakers for
folks in the room here today. The first one,
and please just use the “Raise Your Hand” function
if you currently have any social media accounts,
for example, Facebook, Twitter, Instagram. So if you do have any one
or all of those social media accounts currently, go ahead and virtually
raise your hand. Just click the little hand icon. (Lacy)
Yeah, and Amanda, we might wanna clarify. Does this mean do they have
any personal media accounts that they use or do they have
one for their grantee? (Amanda)
Right. So this is in respect
to the grantees. Thanks, Lacy. So, do folks have any current
social media accounts in respect to the grant
as in your community, service center or organization
has a social media account that you use
to garner engagement from your constituents. So we’ll give folks a little bit
here to raise their hand. Okay, great. Well, so far, looks like we have
4 out of 27 folks on the line who currently have Facebook,
Twitter, or Instagram, or perhaps other social media
that they are currently using with their organization
in respect to the grant. So that’s a great start and we
look forward to fleshing out how we can sort
of optimize those current social media platforms
and then to consider as well what other platforms you
might want to incorporate into your grant that you feel
would be good strategies to engage the youth
or other audiences that you may have as well
in what you’re doing with your grant to reach
those goals. Okay, so now we have our
second icebreaker question. So you’re gonna use
the chat box for this one, so hopefully you’ll see in
the bottom left-hand corner you can type there
to send a message, so please just type
in the message when it comes to mind. So this question is do you use
other social marketing tactics in respect again to your
grant and using it within the initiative in
respect to that initiative, so for example, radio,
flyers, events, billboards, different mechanisms perhaps
outside of social media that you may use
to solicit engagement and–from the community. So I’ll give folks a minute here
to type your response in there and different ideas
or strategies that you’ve implemented
in your grant initiative. Great. I’m seeing promotional flyers,
brochures. Using an application,
a mobile application perhaps. Flyers, speaking at meetings,
so that in-person engagement. Website building.
Great. I see lots events and flyers.
That seems like a popular one. And particularly to promote
a young adult advisory group, it looks like. And different youth
advocate support groups. Wonderful. Speaker events.
Great. So it sounds like
a lot of folks are doing a lot of in-person
social marketing, and, you know, it’s interesting
because that tends to be one of the most effective ways
to engage with youth and young adults
and other folks as well but it’s also the hardest
to measure. And we’ll be going
into that more in the second webinar as well, on the metrics regarding
different engagement mechanisms. It sounds like folks are doing
a lot of great in-person and creative work, flyers,
web pages, and applications, website development,
and in-person speaking events. Basketball clinic. I just saw a job fair,
fashion show. Wonderful. We’ll give it a few more seconds
for folks to input anything else that’s coming to mind with
other social marketing tactics. All right, well, hopefully,
folks are getting their brains warmed up
and this is wonderful. It’s great to see folks really
thinking outside the box of how we can engage
youth and young adults in creative fun ways. And we’ll start to maybe think
about how we can measure these different things,
like I mentioned, in the second webinar. All right, so now
we will go on to the third
icebreaker question, the final icebreaker question. Again, please raise your hand
if you currently have a social media policy in respect
to Healthy Transition, and so as Lacy mentioned, the different policies
and procedures regarding the rules
around social media, who can join,
who can post, maybe different crisis plans
or if someone were to share something
that’s a high– a crisis of some sort,
what the conflict of interest might be across employees with different
community constituents. Okay, so far we have
4 out of 27 folks who have raised their hand,
that they do indeed have a social media policy. That’s great to hear. And I’ll be curious to see
if those folks also join the second webinar
so we can dive in deeper with respect to that
social media policy. How we can hone
and optimize it, and improve it if needed
and then for folks who are interested
in developing one, how we can start and give you
some good tips and practices so you can
develop one as well. We’ll give it a few more seconds
here for folks to raise their hands if they have
a social media policy. Okay, we have 5 out of 27.
Wonderful. Great. Well, stay tuned for
the second webinar. We’re gonna dive in deep
with the social media policy and how you can create one
in respect to your goals, your audience, and the employees
that you work with. (Lacy)
All right, awesome. And just a quick word as well. On the website, we noticed that
several of you all have websites and we know that that’s
a really important tool for social marketing as well,
because we know that young people,
when they wanna find out information,
typically we google it and that includes, you know, supports around mental health
as well. So what we–we did ask that
question as well on the query and we noticed that 50%
of the people that responded did have a website,
and so that means 50% did not, and so they could be in
the middle of developing it or they may decide
not to do that or they may have some
hold-up with policies as well. So, and again, the website,
one reason why that’s important is
what I just mentioned, that young people will
go on and google to be able to find information, and so you wanna be
able to show up based on whatever keywords
they’re utilizing, and so we will talk about
a little bit about search engine optimization
or SEO on the second website
as well, so that when it’s a great
strategy for making sure that you pop up
on that first page whenever somebody
googles something. And you wanna be able to be
one of the first things that young people see
if they’re really struggling and searching
for mental health support. So we will talk
about that as well. And I noticed just several
of you had mentioned that you did
have a website or that you were working on one. All right, so social marketing
is important, and we talk about this. One reason that we talk about it
is because it’s required, right? So all grantees
were required to develop a Social Marketing Plan within
6 months of the grant award. And so that will have been in
place for about a year now. And as we saw, just very few
were really utilizing it in large capacity. But the other reason
why we wanna talk about social marketing
requirement, most of the goals that we
saw across the grantees included increasing awareness
both about mental health issues from an early indications of
serious mental health concerns within our age population,
but also to improve awareness of services that are available
in the community. And then, thirdly,
to educate providers and community groups
so that they also know that there is, you know,
the Healthy Transitions as well as other services
that are out there that they can partner with
in order to make sure that their young people
that they’re working with are getting the appropriate
support as well. And so social marketing
is an excellent way to meet those goals. And that’s what we’ve seen
over the years, especially with our System
of Care grantees. And being able to utilize
the social marketing tactic to make sure that
the awareness goals are met and also
in a lesser extent to be able to decrease stigma
that we see and discrimination
that’s happening for our young people
with mental health challenges. And it also is a great mechanism
to reach specific audiences. And so as you may have done,
especially if you received any TA from us around your
Social Marketing Plan, you’ll know that
the messages are driven by the specific audience, and the audience is
driven by the goal. And so, really, we’ll go into
more of this in a minute, but being able–
if you follow the social marketing process,
you will be able to reach the people that
you hope to reach. So primarily across the grantees
we saw young adults were one of the number
one audiences, as well as their
family members, and then interestingly– and makes a lot
of sense–peers. So the friends of young people
who had mental health conditions are a huge audience that we
need to be reaching out to, because if their friends
think it’s cool to get help and support,
then they’ll go, and if their friends really
think that it’s not cool, then we see a lot less
engagement in services and so–and then obviously,
community agencies and service providers
who might be serving the young people
that we’re hoping to reach in a different capacity. And so they are a key
audience as well. And then one of the other
lesser key audience but really important
and key for sustainability are legislators
and decision-makers at the state level and so
each one of those tactics for social marketing will look
a little bit different for that population. But that’s why we utilize
and focus on social marketing ’cause it is a really great
strategy for helping us to achieve our goals
and the rest of the grantees. And so we did do–
last year we did a Social Marketing Guide,
and I believe it’s going to be released this year, so while
all of you did do a plan and several of you
did receive and request feedback on that plan,
we wanted to be able to give some additional guidance
in writing so that you can have at your reference to be able
to go back and review. So first, we want
to go into talking about laying the groundwork
for social marketing. So these are some considerations
that we want to think about before we develop a plan, so some base information
that will need to be included. So what currently is this? So that’s something
really important. So public relations or
communications with partners. So perhaps in your community
you already have a public relations person
or group that works with your, for example,
maybe your state agency. Or you may have had
a previous grant where you have contracted out
with a public relation firm who may have done
some branding work or communications work
with previous grantees and so you might be
wanting to utilize that existing relationship. So that’s really important
to know if you have access to something like that
before developing your plan. Compliance considerations. So this is one of the biggest
barriers that I think grantees were getting at whenever
they filled out the query and just being able to– whether it’s consistent branding
with the state agency or whether it is compliance
with HIPAA– so being able to understand what
are the regulations for that in being able to be
on social media, reviewing the requirements. Is there a process for getting
messages approved, that sort of thing. So it’s really important
to understand that in your community
before you put a lot of work into planning
and implementation. Budget.
That’s a key consideration. A lot of people may not think
about including budget for social marketing
activity, specifically. But, again, this is really
important to consider putting into your overall budget
but to also know exactly what you have to work with. So will you have
money for brochures or for graphic design
or to run contests or events or being able to do,
for example, some Facebook ads,
to do some outreach to young people
in your community? And so that’s really
important to consider before starting a plan. And then opportunities
for partnership. So who else exists
out there already that may already
be doing a lot of social marketing
or social media outreach and how can you leverage
those partnerships? So those are all really
important things to keep in mind when you’re designing your plan. And so getting into a little bit
of the process for planning. A lot of the focus issue,
we already know because that’s determined
by the grant. So we know that young people are
slipping through the cracks of having access to mental
health services when they’re transitioning from
the child to the adult system. And so that’s really where
the essence of the grantees comes from, and so
the goals are really driving the rest of the process. And so, as I mentioned before,
awareness about issues with mental health
is a key goal or awareness of access
to services is a key goal and then being able to include
partners in that process. So those are some of the key
goals that come from the grant, and really we wanna think
about social marketing as an extension of meeting your
goals for your overall grant and so your social marketing
goals will be in line with your grant goals. And so in that process,
once we identify the goals, we really wanna identify
the audience or the community that can help us achieve
those goals. And so, for example,
if we want to increase awareness
about services, who is going to help us
be able to do that? and so we know that
young people are gonna be able to help us do that. Their peers and family members
are gonna be able to help us do that
and then community partners. And so those are our
primary audiences. And then your messaging,
it comes from that audience. And so your messaging is likely
going to look really different for peers of young people
with mental health conditions than it would for family
members, for example, and so you will have,
you know, different messaging techniques
for each of your audience. And then from that,
your channels or activities of where does each
of those audience live. And so while younger young–
youth may or may not be on Facebook, a lot of them are
moving over to Instagram, family members may
actually be on Facebook a little bit more. Or maybe you have a really big
faith-based community in your organization,
and so that might be where, you know, your
family members are showing up and so your messages
or your channels or activities are going to be driven
by your audience. And then the result. And so you obviously wanna be
able to measure the impact that you’re having
and how your– how effective your
social marketing efforts are. And so the social marketing
umbrella. So, again, this is meeting
your audience where they are, and how do you know that? How do you know
where your audience is? So this is something that we’ll
talk a little bit more, too, about how to really find out
where your audience lives online and where they get
their information from in the second webinar. But this is a huge key step
in social marketing, and so they might be
at local events. They might be
on a college campus or a community
college campus. Some people might still
listen to the radio for ads. I know for me, personally,
if a commercial comes on on the radio, I am immediately
turning my dial to hear some more music and not somebody
talking about something. And I think that’s a lot of
young people that do that and we tend to listen
to streaming more. However, some of your audiences
may still listen to commercials on a radio and so that
might be a strategy that you wanna utilize. Obviously, social media
is a huge one that we’re talking about,
given our primary audience. And then billboards. I know some of the grantees
have been utilizing billboards because there might be a high
concentration, for example, of LGBT youth
in a certain area, and so they might wanna
put up a billboard that’s specific
to that population and speaks to that group
of young people. So one of the cool things
that I heard about from our grantee in New Mexico,
they actually were getting a lot of referrals
when they first started of services by attending
some of the local events. And so, for example, they went
to a Fourth of July celebration and had a booth there. Or they went to–they have this
world tamale conference thing and so they had a booth there,
and they were able to actually discreetly be able
to talk to people about what they do,
where they are, and be able to get referrals
from those events. And so that’s, again,
why it’s so important to understand your audience,
where they are, what they do with their time,
where they live online, where they get
their information from, because you can
set up five different social media platforms
and if they’re not visiting those platforms,
if they’re not getting information from those,
then it’s not going to be very useful. (Amanda)
All right. So here, building
off the template that Lacy just went over
regarding the focus issue, the messaging and the channels
to reach your goals, here’s an example
that we’re gonna walk through
from top to bottom. And it
corresponds with the icons on the bottom
from left to right. So, for example,
the “We learned,” that first sentence,
is gonna be about the focus and the issue. So we’re just gonna go
through it from top to bottom to contextualize this
social marketing strategy. So from the top, we learned
that there is a high rate of psychiatric hospitalization
in our community. And this is just
a hypothetical example folks so just for
your awareness. So in learning
that there is a high rate of psychiatric hospitalization
in this particular hypothetical community,
that’s really the focus and the issue. That’s gonna be one of the goals
that becomes sort of like the thesis to
the social marketing effort. So whatever platform
you end up choosing, that is the one that reaches
the audience the best, really the goal is going
to be to raise awareness of this high rate
of psychiatric hospitalization. So the next line, “This is
affected by youth ages 16 to 25 by predominantly LGBTQs
in our community.” So that’s the who, right? That’s understanding
that, okay, we have a high rate
of psychiatric hospitalization. Who is this really affecting? Who are those folks
that are having crises, who are having
mental health issues who having a hard time
expressing themselves, perhaps, and then take it
a layer deeper as well. Who are the specific folks within that 16 to 25
age range demographic? So maybe it’s LGBTQ,
African American, Latinos, Asian Pacific Islander. Whomever the focus may be
for your particular goals, given that research
that you’ve done about, for example, the high rate
of psychiatric hospitalization, that’s gonna really
be the who, one of your audiences
that you may have. And the third line, “So, we will
aim to increase awareness about first episode psychosis.” So, again, that’s the goal,
that’s what the goal is to the why,
which is the high rate of psychiatric hospitalization. That’s the focus,
that’s the issue, that’s the problem
you’re trying to solve. And to increase awareness,
that’s the goal and that’s the result
that you want as a– by implementing these various
social marketing platforms. So that becomes
really the thesis of the Social Marketing Plan
to increase awareness about first episode psychosis
for youth. And the fourth line,
“We will engage youth by sending facts
and inspirational quotes.” So that’s really talking
about the messaging, that third icon there
on the bottom, the what in the message. What are you sending folks?
What is the tone? So, in this case the tone
will be inspirational quotes and perhaps a mixture
of facts that will inform youth about what first episode
psychosis means, so perhaps, for example,
you have a Twitter account. You want to set it up such that
you have every other post be inspirational quotes,
and every other posting between that you have a fact
that will help raise awareness about what first
episode psychosis means so youth understand
the what to the why. (Lacy)
Okay, great. So I will go ahead
and finish up the example. So Amanda gave
a great example and then, obviously,
at the end, you want to be able to measure
and see if your efforts actually did increase awareness
and if the rates of psychiatric in-patient
activity actually did go down. And so that’s something that,
again, we’ll be covering really step by step examples
of that later in this webinar series. So social media, again,
we just wanted to highlight that the type of social
marketing is social media. And so they are
not interchangeable. They are very different things, but they do work together
hand in hand. And so just one way
to think about that, social marketing is what
you do to achieve the goal and social media can be
one of the vehicles that you utilize to reach
your audience. And by social media, we do talk
about computer-mediated tools that allow people or companies
to create, share, or exchange information, ideas,
or pictures/videos online. And so that is really
what we’re talking about when we mean social media. All right, so looks like
Amanda’s back so do you wanna
jump in to identifying where
your audience hangs out. (Amanda)
Yeah, thanks, Lacy. So, where does your
audience hang out? And there’s multiple ways to
find out where your audience is. Where are those youth and young
adults that you are trying to reach and engage with
your services and programs? And starting on the left there,
you’ll see focus groups. That’s one of the methods by
which you may seek to garner where your youth are
hanging out, so to speak. And so asking them, well, where
are you going for information? Or what social media platforms
do you like to engage in for whatever your
purpose may be? Do you go to Twitter
to get inspiration, or do you go to Facebook
to get resources, information, or do you go to
Instagram to see visual feedback about something that
you may be interested in? So holding those focus
groups might be a good way to understand–and have
a stakeholder meeting to understand where people
are hanging out online and why they’re
hanging out online. I think it’s always important
to put the why before the what, because your messaging might be
more conducive for one platform versus the other,
but the first, find out from your community
where they are. We’ll then help you be able
to meet their needs and perhaps get
that social media platform that you don’t have
because they’re using it more than another one. And then underneath the focus
group, you’ll see there in red, “Do affiliated organizations
that you may be with already have platforms
that they’re following?” So this can be a strategy
that can help you garner a larger following
on social media. For example, if you
work with a partner or an affiliate organization
that has 10,000 Twitter followers
and they particularly have a large youth following,
it might be a good idea for your own research purposes
to understand, ooh, how are they posting
and when are they posting and what hashtags are they using and, folks, are they getting
a lot of responses? Are people sharing
their resources? And engaging in that discussion
or a dialogue about whatever that organization may be,
so if there is perhaps overlap with an affiliated
partner audience, maybe there’s some room
for collaboration there where you can share resources. You can, for example,
ask a partner organization, “Hey, do you mind
sending out this resources if– “this resource that
was just evolved, to your audience so we
can try to reach them too?” So to leverage
other existing audiences with your own resources
would be a great idea to then have those people
start following your organization
to kind of piggyback off of one another
can be a great way to leverage
and to get more followers on your social media platforms. You’ll see there, there’s
a little icon of people dancing. Looks like they’re on a stage,
and then below that there’s a little–it’s really like
a sports arena/auditorium. And that’s really to kind of
point out the fact that your youth
may be hanging out in a lot of different areas. Maybe they’re tweeting
about a concert they went to, maybe they’re sharing
a resource, something they learned
at an in-person event, and so when thinking about
where your audience hangs out, it’s important to also consider
the fact that a lot of folks, as also indicated
in the icebreaker question, a lot of folks are doing
in-person social marketing. But how can we see that
as a win-win in terms of getting folks to join your
social media platforms and like your
social media platforms and follow and share
the resource that you post? Well, perhaps, for example,
at these different in-person events where youth
might be hanging out, you set up a booth
and you have resources that folks can not only grab
but you have, like, a little sign that has
your particular hashtag or your particular
Facebook page and a link to it
that they can follow. That way you’re piggybacking
off the fact that you’re doing a lot of in-person events
but you’re directly relating it to social media
and asking folks to tweet, asking folks to use
a particular hashtag that relates to what you’re
talking about at a conference or at an in-person event
as well, ’cause oftentimes folks are tweeting and sharing
things on Facebook and sending photos
on Instagram while they’re at these
events as well. So how can we create events
as being an interactive process with social media
at the same time for them to not be in isolation
of one another but how can they help
build each other in different ways? And on the right there,
you see Twitter, Facebook, Tumblr, Instagram,
and Pinterest, and then you’ll see
a little chart there that’s starting to delineate as far as who is using
which platform and what is the age demographics
for each one? So, again, having
these focus groups and these stakeholder meetings
and learning about your partner organizations
and what they’re posting and who their audience is
will start to inform you as far as who is where
and which one do we want to invest in
to share our resources, to share our programs,
and to start beginning– to begin the dialogue
amongst the youth and young adults in terms
of the goals that you have. And that’s another thing
that’s important to think about in terms of the goal
is if your goal to increase awareness
of first episode psychosis, for example, but then
a layer deeper would be that do you want to inspire or do you want
to provide resources or do you want to share tools
that they can use or perhaps you want to pose
a question or raise an issue as a means of a discussion
and to just have– to start to build a community
of ideas and thoughts. So it doesn’t always
have to be about sharing a resource or a tool perhaps but really just getting
to know your community and having a place where folks
can feel safe and go to to talk about their issues
or to talk about what they’re feeling
about a particular topic. So consider the different
creative ways in which you might begin to find out
where these folks are. And, for example,
another creative way to start thinking
about this is– and again, this will
kind of intersects with the social media policy and different rules
and regulations about what you can do
but to consider posting– having a, you know–
setting up a big poster where youth and young adults
might be hanging out and just pose the question
right there. Just have a big
blank poster and ask, “Where do you go
on social media and why?” And create a little chart,
kind of like the one over here on the right,
and see what folks put and have little tallies
where they can mark where they’re hanging out online
and why they’re going online in respect to mental health and getting support
and services. So thinking about different ways
you might get that feedback so that way it can inform
which platform you invest in and how you can leverage
those platforms in respect to your in-person event. So this is just a more in-depth
view of what was on this previous slide
here on the right side, that sort of half
of the picture there. But here’s the full image
right here. Where is your audience? So this is something that will
be a great activity for you in thinking about which platform
you want to end up in. If you have a particularly large
African-American population, and they happen to be
mostly on Twitter, then perhaps you wanna
put more resource and time into creating a Twitter account, to leverage more following
from that particular audience. And also knowing, you know,
are they urban, suburban, or are they rural folk? Often people may not have
access to a social media account but at these in-person events
you can at least use the same type of messaging and to build this news
and build this campaign that you are trying to reach
in terms of your goals. So understanding
which platform folks are on and deciding as an organization
which ones you want to use to reach the constituents
in respect to your goals. And maybe it’s all of these
and maybe it’s just a few. Sometimes it can be better
to focus on just two, but to do them
really, really well because social marketing
takes time. It takes patience. It takes continuously posting
and sharing and engaging with folks online
and taking that time to respond to comments. To keep the conversation
going internally as staff, so you keep engaging
the community and they feel like
they’re being heard. So you might decide as on
organization that, you know, we want to focus
on Twitter and Facebook and we’re gonna post
very consistently and have a really solid
strategy in mind, or maybe you decide
that you want to use three or four strategies,
so you wanna parse out the different information
you share, and maybe you’re
not sharing as frequently but you really have honed
the different types of messages and audiences per platform,
so you can make sure that you’re reaching the folks
that are in your audience. Okay, and then this slide
is another layer deeper in terms of at the top,
for example, Twitter. What type of content are
you gonna post on Twitter? As an organization, how have
you decided in respect to your audience
and where they are, in this case being on Twitter,
that top box there, what kind of content
are you going to share? Who are you going to follow? What organizations are you
going to follow on Twitter? It’s useful to develop a network
and a community of folks. It’s not just what
you post on Twitter, but it’s also who you follow
as a means of who you are representing
and who you are, like, quote-unquote
“partnering with” on Twitter. And the audience too. Make sure that you are
matching the content in respect to the audience, so
if you’re on a Twitter platform but you have an audience
that you’re trying to meet, providers, family members,
and youth, it’s important to consider
if you need to create more than one Twitter account
or if you need to create different types of hashtags
or content that is really marketed towards that audience. Make it very obvious that
that tweet, that Twitter post is directed to youth
or to make it very obvious and clear that that
content of that tweet is directed towards
the family member or towards the provider. That way it’s clear
to your audience that that is the point of your post. And then in metrics as well. Every time you make a post or you engage on
your social media platform, it’s gonna help you
track those analytics, and we’re gonna go into that
in the next webinar. But it’s a really bidirectional
process in terms of the effort you put into engaging
the audience is also gonna give you information back. It’s gonna–these social media
platforms are gonna track those analytics for you,
in a lot of pieces, and give you that
demographic information back. For example, if you have
1,000 followers on Twitter, you’re gonna be able to see
who those followers are, what their age is,
and different metrics that can give you feedback
as far as who your audience is. Maybe you didn’t anticipate
getting a certain audience that now is following you
and maybe you have to adjust your messaging and add them
as a audience member so you can reach
them as well. So it’s a very adaptive
and evolving process. And you’ll see there,
grantee blog, Facebook, Snapchat, Tumblr,
Instagram, Pinterest. So all of these different
social media accounts will have different cultures
and different tones. They’re each known for having
different types of content. Twitter is really a platform
that is meant to have very short and very quick
and very frequent responses within a 140-character limit. So maybe Twitter’s
a better platform for you if you’re sharing
a lot of resources but you wanna share them in
a very quick and concise manner, versus maybe
a grantee blog. Perhaps you wanna utilize a
youth engagement advisory group or you want to empower different
folks to write about their story and you wanna post
that blog on Twitter. So think, as well,
of the overlapping nature of the social media platforms
and mechanisms as well to share a blog on Twitter or to share that blog
on Facebook or to share your website
on the Twitter or Facebook accounts
as well. And then Snapchat is becoming
a more popular medium as well on social media
network to share photos and share resources
about the organization. It’s a more interactive process
that’s becoming very popular because it’s also
temporary in nature. The photo or the video
that pops up on Snapchat is only there for
about 10 seconds, so the nature
of Snapchat is very much– it’s a very engaging platform
because folks realize that when they open up a photo, they’re only gonna be able
to see it for 10 seconds, so their attention
is very directed right on that picture because
they only have 10 seconds to absorb the content
and see it for what it is and then it goes away. So Snapchat can be a very
creative way to draw immediate attention
to a particular subject matter,
resource, or fact. And then Tumblr is
a cross-section between a microblog
and a social networking site. Think of, like, if you combine
Twitter and blogging, then you have Tumblr. And it’s pretty cool
because you can also upload videos, audio,
photos, links. So it’s a little bit more
interactive than Twitter in the sense that you can upload
a lot of different types of
media, and so Tumblr is a great way
to also engage folks. And, again,
if your audience is there, that’s a great thing to use. If folks in your community
aren’t very aware of Tumblr, but it’s a really cool resource, it may not be
the best one for you. And then below that we have,
from second to bottom, we have Instagram which,
as we’ve mentioned, is becoming increasingly popular
as a visual literacy mechanism. So if a lot of folks
in your community– a lot of youth
and young adults– are taking pictures and
are posting that picture with a particular hashtag,
that might be something that– to think about in terms
of your organization. To not just talk about
a resource or a tool, but to take a picture of it,
because folks are more likely to engage in a visual–
in visual media than they are going to read
a paragraph about something. So to consider how you can
translate your resources, tools, and facts into something
that’s more engaging, like a picture or a video
can be a really great way to engage your user. And to also think there,
for example, if you have a Twitter account
and an Instagram, how can you use the hashtag that you’ve generated on Twitter
with Instagram as well? And we’ll go into that more
in webinar 2, but hashtags are a way of
categorizing different topics. It’s like an algorithm
so folks can, for example, #mentalhealth,
and if anyone in the world wants to write
about mental health, often they’ll use
a general hashtag, like #mentalhealth. But you can use those across
platforms to generate more of a campaign. You can use #mentalhealth
on Instagram or you can use #mentalhealth
on Twitter, and that will also increase,
as Lacy mentioned, your search
engine optimization. The more you use
the same hashtag and post your website links
and have– the more content
that you post in general, the more Google
is going to like you and people are gonna find
you easier on the first or hopefully second page
of Google and not the 10th, 11th,
12th page of Google. And then the last one,
Pinterest, is a great way to share
products and resources. So it’s basically a virtual– think of, like,
a virtual bulletin board. And folks often post things,
their highlights of the week or important reminders
on their bulletin board, so think of Pinterest as
a virtual bulletin board for folks to pin
various products or resources that they like. Or to be able to pin other
resources and products that other folks
may like as well. So it’s a bulletin board-type
sharing platform which may be a great way to put–
do you have a lot of product-based tools
that you want to share for folks to utilize
as a community. And again the different tone
and the content is going to change across
these platforms. But to consider whether or not
the overlap in terms of hashtag or some common things
that intersect with all of your different
services or programs, because it starts
to really generate a campaign-type movement. All right, I’ll pass it
back to Lacy. (Lacy)
Yeah, okay, awesome. Thank you. So, really quickly, I know we
just have a few minutes left and then we–I believe
it’s 90 minutes, but we have time for questions
if we wanna get into that. So the plan of action is really
I’m gonna roll through these pretty quick. This is one example of
a social marketing calendar that you can utilize as well
as social media calendars. You know, they’re really
important tools to help streamline your
messaging, your branding, but also for time management. We know that social media
does take up a lot of time and a lot of you
all mentioned in the survey– or sorry, the query that we did,
that you don’t have a specific person that’s
assigned specifically to social marketing,
and so we know that that is a challenge across the board
that System of Care grantees started out with
no time as well and then they went
to one full-time person and then they went back
to no full-time people and then I think now
they’re at half– at half for their grantees
where they’re supposed to have a half-time FTE for– so just to focus
on social marketing, and so many of you say
that it falls on the shoulders of the project director
or potentially the youth coordinator are
primarily who are doing these. And so these tools– And we’re gonna go into a lot
more depth into specifically how to do
a social media calendar as well as how to manage
your social media and your engagement
on an ongoing basis. And then scheduling tools. So how do you most efficiently
utilize your time to be able to make sure that you have
a really robust online social media presence? And so a calendar is one way
to make sure that you have that. You do wanna think about that
in your plan of action and include that in your
social media planning, and so you wanna think
through the process, so who is going to actually
be doing the posting? Who is gonna actually be
monitoring your platforms to be able to respond? So you have a lot
of outbound activity that happens on social media,
but really the primary reason that you want to do
social media is to engage with your audience,
and so you wanna be able to have that back
and forth dialogue. You want them to be
able to feel responded to. Great example of that,
Southwest Airlines, they’re one of the leaders
in customer service on social media. So somebody–I actually had
a friend that this happened to. They were sitting in an airplane
and they were tweeting about how, you know, something had
happened and they were delayed for X number of time
and this and that and they were really writing
a customer service complaint on Twitter and they had
mentioned @Southwest Airlines and they actually got
a response back. And Southwest Airlines,
you know, said, “We’re so sorry. We’re gonna make sure
that it’s taken care of,” all of this, and so being able
to hear back from people so especially for young
people and developing those relationship with them,
being able to hear back from you all as grant people
and as people that you’re hoping to develop a real
and personal relationship with is really important. And so making sure
to use your time wisely but be able to have the time
to respond to young people on those platforms
is really important. So this is an example
of a social marketing calendar, social media calendar,
to actually plan out. So have a time
where you sit down and you actually plan out
what events are happening, what’s taking place
and when and what’s the content. And so content, again,
is something that we’re gonna
go over a lot more in the second webinar in detail,
but, you know, are you providing just
information about your grantee? Are you, you know, connecting
with some of the other initiatives that are happening
and sharing that information? Are you posting fun stuff
that people want to engage with? Do they wanna, like,
do they wanna share? And so that’s something
to think about, and it doesn’t really have
to take all of your time. I do social media management,
for example, I do it for Change Matrix,
and what I do is I gather content by using
some different tools like Pocket
or we use Asana to gather some of what we
wanna post for content. And then what I’ll do each month
is I’ll sit down for about an hour and a half
or 2 hours and what I’ll do is
I’ll schedule out the content for the whole month. And so that we’re–I’m not
constantly on social media trying to find content
and trying to do that and there’s actually
a really focused and efficient way of doing this,
that social media managers across the board
in business actually use. And so we’re gonna
be sharing a lot of tools on how to do that. So some of the scheduling tools, you’ll see Buffer,
Hootsuite, here. So those are great for
management of social media, as well as being able to measure
your impact in what you’re– in your reach in
what you’re doing, so. So those are some of the tools
that we mentioned and we’re gonna be
going into detail, how do you set up Buffer, how do you use it
to manage your content, how do you use it
to measure your metrics, and we’re actually gonna be
doing step by step on that in Facebook as those are
some of the primary things that social media managers use. And then some other
social media resources. So if we wanna look outside
of our mental health fields for best practices
for social media, these are the places
that I typically go. So a lot of them
are free online blogs that you can go and learn
a ton about social media. So “Social Media Examiner,”
“Social Media Impact,” and “Social Media Today,”
are all really up to date on what are the newest
things happening, so, for example,
Facebook changes the way that they share media,
they change the way that their newsfeed shows up
on different people’s accounts and so being able to understand
how Facebook is working and the changes that they’re
making are really important to be able to stay up to date
and know that you’re reaching the audience
that you hope to reach. Scripted, Marketo, those
are just some other ones and they–there’s a ton
of free resources that you can download. They want your email address
so that they can send you lots more information
and potentially, you know, get you as a client eventually. But you can get a lot
of free information and free resources here. And then again,
we mentioned SEO. We’re not gonna go
into huge detail but just to know what it is
and why it’s important on the second webinar
but what kind of keywords you wanna make sure show up
on your website and on your blog,
and how to manage Google tags so that the words
that your young people are going to be putting
into Google and searching, you wanna make sure
that your website shows up at the top of the list. And that brings us to
our final question. We would like to know
what would you most like to learn more about? And so we know
that different people are at different learning levels
when it comes to social media. Maybe you’ve used it all day
throughout the day on Facebook, but you really have no idea
how to use Snapchat or what it even is. Or you might need
more help with policies, like, how do we manage it
if a young person is posting about
a crisis online. How do we manage that
and what do we do? So please check out this. Fill out which one would you
like to learn more about in how to set up
social media platforms, so specifically, how do I
go into Facebook and set up a page or a group
or a secret group? When and how to post content,
so how do we manage that? How do we develop
the right kind of content that will speak
to our audience? Step-by-step help with
developing a social media plan. So do you need help
with social media planning? Social media policies. Again, like we
mentioned, the– You might have some policies
in place with the state level, and so how can we
help you brainstorm and think about some
acceptable workarounds for your grantee community
so that you can still have that online presence
without being in violation of any type of state policies
that might exist. Or other, so any other ideas
that you have or that you wanna learn about, just go ahead and type those
in the chat box. And we’ll leave it open
for just one more second before we close it. So, a third of you all
would like to learn most about social
media policies. Excellent. We are going to be covering
that in our next webinar. And then second up,
step-by-step help with developing
a social media plan. Okay, so also covering that
in our next webinar. It’s gonna be a very
happening webinar, so hopefully we’ll see you
and a lot of your friends there. And then how to post content and how to set up
social media platforms. So we’ll be covering
some of that as well. And what we will do, hopefully,
is we want to have this be a learning community for
the next two webinars so this webinar was really
more informational and wanting to set
the stage and the context and we’re hoping that
the next couple of webinars will sequentially become more
interactive and more of a workshop-type place for you
to come and actually develop your social media policies
or plans while we’re going
through the theory. And, Amanda, do you wanna
just share really quickly when and where those are happening? (Amanda)
Sure. So, yeah, as Lacy mentioned,
the next one up is “Incorporating Social Media into a Comprehensive
Social Marketing Plan,” so we’ll dive into
the social media policy and what type
of content per platform so that way you can
really meet your audience in respect to how you’re
going to be messaging and what those messages
might look like. That’ll be the next one. And then the final one,
“The Social Media Showcase,” we’re hoping it’ll be really
a workshop, interactive-type webinar
where we can learn from you your challenges
and your successes and see how we
can piece together what you’ve learned today
and the messaging and policy into a larger
social media work plan and then all the way down
to the bottom where you have identified who is posting what,
where, and how often, to create the biggest impact
for your community. So we really hope folks
will join the next two. Everything will build
off of each other, and, yeah, we hope
to see you there. And we’ll now leave it
to folks to provide any comments,
questions, insights. Feel free to use the chat box
on the bottom or chime in on
the phone verbally. We really love to get feedback
on folks from your impressions of this webinar
or what was helpful or what you’d like
to hear more of. So please feel free
to take this time, the rest of the remaining time,
to provide us any feedback, any questions or comments
or insights. (Lacy)
Yeah, really quick and then I notice in the
chat box and I’ve been talking to a couple of people on here
about local labs versus the state level
and how does that all work with a concerted
social media effort? And so I think that’s
a really great point and a great question
that I will– I think that what we’ll do
is we’ll take that into consideration
and gear the next two webinars to addressing that
specifically as well. So we’ll incorporate that
in what we wanna talk about and so I think some of that
might depend on your grantee, so it depends on the
relationship with the local lab to the state level of what
that might look like. But it’s super-important to be
able to have those conversations as a group to really see
what makes the most sense. So does it make sense for us
to have one social media plan that incorporates
feedback from the local labs and engages everybody
on the same team and moving forward together
or does it make more sense to have a state-level
initiative page or not have
a state-level initiative page but to really have specific ones
that can be tailored at the local level and have
the local level be able to manage that and how do
we support that happening? And so that’s
a really important point and I think that I
will include that and those thoughts more. So, does anybody want
to jump in though and kind of expand
on that and what you think about local versus state
and how to do that? Or what that might look like
in your area? And, again, press star-6
if you wanna unmute and be able to share a talk. (Gwen White)
Hi, Lacy and Amanda. This is Gwen. And I just wanted to say
great webinar. And then you had talked about
identifying your audience, so I think my curiosity
and comment is that in developing a plan,
state versus local, a lot of that would depend
on the audience, thinking that there’s
a lot of funders, stakeholders at the state level
that you wanna be getting data to
and things like that, and that your audience
perhaps is very different on the local level. (Lacy)
Yeah, absolutely. That’s a good point. And you may end up having
Facebook, for example, be a platform to reach
multiple audiences and so then you would have
your content that goes onto the Facebook page,
so you might have, say, 60% of your content
will be directed toward young people at the local level,
whereas 30% of your content might be directed
at community organizations and 10% of that content
might be directed at, you know, maybe
state level administrators or something like that,
and so there’s a lot of ways and in-depth strategies
to think through, which platforms are driven
by the audience but then the content again,
really needs to speak to that audience,
and so there are certainly ways you can have separate
social media platforms for each of those audiences
or you can incorporate the content to reach
multiple audiences. The challenge for having
separate social media platforms so that you have
a Facebook page for a local and then a separate
Facebook page for your state, is garnering that following
and that feedback and so there’s just
different things to think about and different nuances
but we can certainly help you think through that
for your community and what makes the most sense. A great question, great point. Anyone else? Any other questions
or any thoughts? Okay, well, it sounds like
we don’t have any other questions
or comments at this time. Again, we are available. Just contact us
through the TA Center if you do have
any follow-up questions. This webinar is recorded and is
available for future viewing. I know a couple of people
mentioned that they wanted to be able to show
this to their local lab site, and, again,
for the next set of webinars, the second
and third in the series, please feel free to invite
your local labs and your young adults
and people who might be engaging in your social media
management or in the design and development of that,
their focus groups or whatever. Feel free, invite them
to the next webinar. All right, so if we
don’t have anything else, I think that concludes
the webinar, and Joanne, do you
wanna wrap it up? (Joanne)
Sure. That is pretty much that, and we do appreciate
you attending today. And if you could take
a few minutes to fill out the feedback for us,
that’ll greatly help, and then we’ll review that. And it’ll help the future
social media webinars that we have coming up. Once you close out
of the webinar, it will appear on your screen. And thank you very much
to Amanda and Lacy for this great webinar,
and we look forward to the future two that are
coming up in the next few weeks. (Lacy)
All right, thanks, everyone. Have a great day. (Amanda)
Thanks, everyone. Take care. Look forward to seeing you
in the next one.

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