Social Media Strategies for Mental Health Organizations: Engage, Educate, Empower

2. Social & New Media for Mental Health Organizations Ritu Sharma, Executive Director & Co Founder, Social Media for Nonprofits Mike Thornsbury, Marketer/Fundraiser, Mental Health America Board Member and Suicide Prevention Advocate Jessica Kennedy, Director of Finance & Human Resources/Webmaster, Mental Health America

3. Goals • Provide an overview of social media in general • Highlight different platforms & types of content • Address common concerns • Share examples • Increase comfort level with using social media

4. Speakers Ritu Sharma, Co-Founder and Executive Director, Social Media for Nonprofits @ritusharma1 @SM4NP www.linkedin.com/in/sharmaritu Mike Thornsbury, Direct Marketer/Fundraiser, Mental Health America Board Member & Suicide Prevention Advocate @mikethornsbury www.linkedin.com/in/mikethornsbury Jessica Kennedy, Director of Finance/HR and Webmaster, Mental Health America @jmariekennedy @MentalHealthAm www.linkedin.com/in/jessicamariekennedy

5. Why Social Media Matters Because instead of looking here… We look here…

6. Why Social Media Matters • 93% of nonprofits use at least one form of social media • 93% of those use social media for marketing purposes • Only 37% use it for program delivery • Social Media audiences are growing faster than email and webpage audiences Sources: 2012 Nonprofit Social Networking Benchmark Report 2012, and Nonprofit Benchmark Report 2014

7. Elements of Social Media • Platforms– Generic (social networking site, blog, forum) or specific (Facebook, Huffington Post, Twitter, LinkedIn, etc.) • Content – Generic (photos, blog posts, video) or specific (Vine video vs. Youtube video) • Devices – Mobile, Tablet, Desktop • Audience – The audience drives the content

8. Social and New Media • Social media: websites and apps that let users share and network with each other • New media: means of mass communications • Example: Use Facebook (social media) on smart phone (new media) • Not all emerging technologies and apps are social, but many are

9. New Media • Digital computer-based therapy on the National Registry of Evidence-based Programs and Practices • Behavioral intervention apps for smoking cessation and weight loss • Gamification is trending • If apps aren’t social yet, they will be • As critical to understand new media as it is to understand social media

10. This is Social Media

11. But… so is this..

12. Social Media for Nonprofits Strategy & Engagement Presented by: Ritu Sharma Executive Director

13. The “social reason” of social media Source: Waggener Edstrom

14. Commons Actions Post Social Sharing Source: Waggener Edstrom

15. The Social Nonprofit • Having a Mont Blanc pen doesn’t make you a best selling author • Having the top of the line Macbook won’t make you a blogger either • Similarly, knowing the different types of platforms or being present on all them, doesn’t make you a socially savvy nonprofit.

16. The Social Nonprofit • Understands different platforms and their applications and demographics • Uses each to their strength • Has a clear cohesive strategy in place • Follows best practices in content curation and creation • Is creative, engaging and authentic • Measures, analyses and improves

17. Role of Social • FACEBOOK • TWITTER • LINKEDIN • YOUTUBE • BLOG • TUMBLR • FLICKR • INSTAGRAM

18. Social Strategy • Define your policy and process. • Set clear goals and targets. • Track and measure your progress. • Integrate social into your overall communications/marketing plans. • Be true to your cause & it’s brand • Make it personal and interactive.

19. Define Goals

20. Choose Platforms & Frequency

21. Choose Platforms & Frequency (Cont…)

22. Facebook • Facebook.com/nonprofits • Invite People • Post photos & Videos • Create Events • Facebook Ads • Fundraising campaigns

23. Twitter • Following Others • Low Hanging Fruit • Post Regularly • RT Often & Liberally • Create a Hashtag • Participate in #ff

24. Youtube • Youtube.com/nonprofits • Create Vlogs, PSAs & appeals • Drive fundraising via google checkout • Create “call to action” text overlays

25. LinkedIn • Linked.com/nonprofits • Create organization profile • Link every employee, board member & Volunteer • Ask for testimonials • Join Groups • Post blogs & useful info

26. Create A Social Media Policy

27. Listen

28. Create anEditorial Calendar

29. Measure & Optimize

30. Killer Content – Add Value

31. Use Scheduling Tools

32. Ritu@SM4NP.org @RituSharma1 Thank You!

33. Social Media Trends & Analysis Mike Thornsbury, Marketer/Fundraiser, Mental Health and Suicide Prevention Volunteer

34. Overview • Facebook Statistics • Facebook Insights & Trends • Twitter Trends & Statistics

35. Facebook

36. Facebook Statistics * Source: M+R and NTEN

37. Facebook Statistics • Health & Wellness is the 3rd most popular cause on Facebook *Source: Waggener Edstrom

38. Facebook Trends • 829 million people use Facebook on a daily basis, an increase from 802 million last quarter. * • A significant 92% of marketers said that social media was important to their businesses. This is an increase from 86% in 2013, where only 49% strongly agreed and 37% agreed ** • The top two benefits of social media marketing are increasing exposure and increasing traffic. A significant 92% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Increasing traffic was the second major benefit, with 80% reporting positive results. ** • Source: Facebook • ** Source: Social Media Examiner

39. Facebook Insights • Posts from your page that have board members & volunteers tagged increases organic views • “Boosting” a post, or the Facebook term for promoting, should be used for important news and messages where organic views & activity are not being achieved after 24 hours

40. Facebook Insights • Example:

41. Facebook Insights • This post received 1,672 Organic views and 21 Likes or Comments

42. Facebook Insights • This post received 138 Organic views and 884 Paid Views with 19 Likes

43. Facebook Insights • For the paid post a total of $5.00 was spent to reach 884 people who either liked the page or who liked the post.

44. Facebook Insights • The difference in the paid versus non-paid post was the tagging of volunteers. That organically spread the message and achieved better overall results with more page likes and overall engagement

45. Twitter Trends

46. Twitter Trends • In the USA the number of Adult Twitter usersis estimated at 34.7 million • There was a 24% increase in monthly active users (MAU) over the last 4 quarters with the total now at 271 million. • Twitter has added 53 million users in the last 12 months

47. Twitter Trends • Twitter is to be looked at more as a news breaking and information source. • Their latest hiring trends are mass media and television centric • Twitter is pushing towards the integration of television, social and mass media. Source: Jeff Bullas

48. Next Up…. Dealing with some of the challenges of social media

49. “My constituency isn’t on social media.” • Internet users between 18-29 are the most likely demographic group to use social media at 83% • 73% of teen internet users are involved in social networking • From 2005-2013, older adult social media usage went from 1% of internet users to 46% • People with income less than $30K a year have the highest percent of social media usage among Internet users • If they aren’t there today, they’ll be there tomorrow Sources: Pew Research’s The Demographics of Social Media users – 2012, Pew Research Center’s Social Media Update 2013,

50. “How can I respect privacy?” • “Opt-In” philosophy • Develop clear policies and procedures around general and specific use • Children – Parental consent necessary • Photographs – General events vs. Specific instances, sharing vs. posting • Names – Careful with clients, secure permission, beware of “tagging” • Events – Photo policies in advance, considerations such as photos with alcohol • Clients and Individuals with Lived Experience – Exercise caution, especially around HIPAA