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Government health agencies tap into social media: How agencies can leverage social media to reach a larger, receptive audience
By analyzing the ways in which 66 HHS agencies leverage social media to reach users, health professionals will be given access to bench-marking tools to gauge how their own digital marketing efforts compare with other health specialized government social media properties. Research provided may be used by health agencies with existing social media channels as well as those looking to launch for the first time.
A special focus will also be placed on those HHS agencies which have a focus on the Spanish speaking community, including the CDC Espanol and NCI Espanol. We will discuss what additional strategies these agencies use to communicate with the growing Hispanic demographic.
This presentation will also debut of second annual Government and Social Media: HHS Facebook Use Study, the first of which was released in June 2012.
What will be learned - Several topics below that will be discussed:
1. Which HHS pages are top performers by fan count and engagement rate, and what are some of the factors that lead to their success? 2. What types of social media posts are most popular with fans, and drive the most engagement? 3. What social media platforms are best utilized by health agencies? 4. The optimal frequency of social media postings by health agencies. 5. How agencies that have Spanish-language social media platforms use these tools to communicate with the Hispanic community.
Communication and informatics
Conduct evaluation related to programs, research, and other areas of practice
Diversity and culture
Planning of health education strategies, interventions, and programs
Program planning
Learning Objectives:
Assess performance of health organizations across social media platforms.
Define social media best practices specific for health organizations.
Develop a social media strategy and marketing campaign based on observed best practices and peer analysis.
Keywords: Social Marketing, Technology
Qualified on the content I am responsible for because: I am the principal of my marketing agency which provides digital strategy to numerous government agencies including the CDC and AHRQ. Under my instruction we have observed and analyzed the performance of all 66 Health and Human Services agencies with a social media presence on which I will present at this conference.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.