Online Program

Understanding social media's analytical tools

Monday, November 4, 2013 : 3:10 p.m. - 3:30 p.m.

Benjamin Hernandez, MBA, Director's Office, Houston Health Department, Houston, TX
Social media has quickly become a primary form of communication. The ability of an organization to understand its social media audience directly impacts the effectiveness of its social media messaging. This session will present how the Houston Department of Health and Human Services quickly built up it's social media following and how it uses the built-in analytical tools of the largest social media platform to tailor its messages to its audience.

Learning Areas:

Communication and informatics

Learning Objectives:
Demonstrate advanced knowledge of social media analytics tools. Target social media messaging to specific audiences. Increase an organization's social media user base.

Keyword(s): Social Marketing, Communication

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am an executive at the Houston Department of Health and Human Services. My formal training is in business, but have been in the public health field for the past five years applying business principles to public health practice.
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.