264980 Going beyond fans and followers: Determining meaning and demonstrating the impact to prevention/wellness through social media measurement

Monday, October 29, 2012 : 1:10 PM - 1:30 PM

Jill Herzog , Booz Allen Hamilton, Rockville, MD
     
How do you measure the impact of social media use in public education campaigns? What is valuable about measuring these interactions? How can you demonstrate impact to prevention and wellness? How do you communicate the value of social media to stakeholders and federal clients? The session will highlight the Real Warriors Campaign as a case study, which is a multimedia public education campaign designed to combat the stigma associated with service members, veterans and military families seeking mental health care and treatment. The campaign targets audiences of all ages and encourages help-seeking behavior for invisible wounds and behaviors that facilitate long-term wellness. The session will discuss how the campaign generates meaningful qualitative and quantitative social media engagement data through a variety of tools and how that data are interpreted in light of its strategic goals related to prevention and wellness. The campaign uses Twitter, Facebook and YouTube, as well as traditional media channels to reach service members, veterans and families, and measures the effectiveness of these efforts using a wide variety of tools including Radian6, SproutSocial, Facebook's insights, Google Analytics, and more. Participants will take away best practices in developing a measurement framework for organizational social media outreach including what metrics to track, and how to track and interpret them. Most importantly, participants will identify how to make the data valuable for demonstrating the impact to prevention/wellness and stakeholder buy-in.

Learning Areas:
Conduct evaluation related to programs, research, and other areas of practice

Learning Objectives:
Demonstrate how to integrate social media tools into public education campaigns, targeting hard to reach populations of all ages, including effectively reaching the military community with messages of wellbeing. Describe how to effectively measure the impact of social media tools and techniques in the context of a larger, integrated strategic communications program, which focuses on prevention and wellness.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am an award-winning communications professional with 19 years of experience directing multi-year social marketing and health communication projects for government and corporate clients. I have developed several national public education campaigns reaching millions of Americans about many of the nation’s leading social and health issues including substance abuse prevention, mental health treatment and disease prevention.
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.

Back to: 3221.0: Innovative Strategies for Using Social Media & Health Information Technology in Public Health