The use of social media for prescription drug abuse prevention Stephanie Pavol Social Media Manager, Cardinal Health August 8, 2012 #PDAP12 © Copyright 2011, Cardinal Health, Inc. or one of its subsidiaries. All rights reserved.

Agenda Stephanie Pavol (@spavol) will cover: • Why use social media to help promote prescription drug abuse prevention messaging? • Suggested approaches for promoting prevention message via social media Katie Thomas (@ktthomas) will cover: • Best practices in social media (Facebook and Twitter tips, timing/frequency of posts, and design standards)

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The Importance of Social Media • 2/3 of all online Americans use social networking sites, and 25% of all online time is spend on social networks. 1 • Millenials2: • • • • • •

93% use Facebook 53 % use Twitter 45% use Google+ 32% use LinkedIn 31% use Tumblr 26% use Pinterest and Instagram

• 7 in 10 millenials believe social media is a force for change.3

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Suggested Approaches:

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Integrating content into your existing channels

2.

Creating a new channel

3.

Encouraging influencers to promote your message

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Suggested Approaches:

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Integrating content into your existing channels

2.

Creating a new channel

3.

Encouraging influencers to promote your message

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Integrating Content Into Existing Channels • Youth to Youth, a youth leadership program and GenerationRx grantee, uses their existing Facebook page to promote prescription drug abuse messaging

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Content Resources • You don’t have to reinvent the wheel. Many organizations dedicated to this issue have content you can leverage. (A complete list is available at end of deck.)

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Content Calendar

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Facebook Tagging, Twitter @mentions Social media is about reciprocity. Give “love” to others and they’ll usually give it back. This also helps increase awareness of your page. Plus, you’ll want to give others credit when using their resources.

Facebook - You can “tag” any pages your page “likes.” Just type the @ symbol and the page you want to tag in your status update.

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Ideas for Engaging Content • Ask questions or do fill-in the blank posts, e.g. “Fill in the blank: I say NO to Rx drug abuse because ______.” (Questions should be at the end of your post.) “Where,” “when,” “would,” and “should” questions do better than “what,” or “why” questions.

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Ideas for Engaging Content cont. • Give a simple call-to-action, e.g. “Like if you…..” or “RT if you…” • Ask trivia questions, e.g. “Do you know how many….? (can use polling feature)

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Ideas for Engaging Content cont. • Feature photos or videos (from your events, testimonial videos, etc.) • Share from your page’s newsfeed. • Tie posts to current events, awareness months, specific holidays, etc. » Dates to Remember: Wake Up to Medicine Abuse Week: Sept. 23-29, 2012 DEA National Prescription Drug Take-Back Day: Sept. 29, 2012 October is National Medicine Abuse Awareness Month NIDA Drug Facts Week: Jan. 28 – Feb. 3, 2013

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But Keep It Simple!

- Buddy Media: Strategies for Effective Facebook Wall Posts

Ask Yourself: Would I “like” or comment on this?

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Interactive Challenge…

The Medicine Abuse Project, a joint initiative from The Partnership at Drug Free.org and other companies and organizations, will launch with Wake Up to Medicine Abuse Week (Sept. 23-29, 2012). The Medicine Abuse Project both encourage and help parents and the public-atlarge to take action: first, by talking with the kids in their lives about the dangers of abusing prescription and over-the-counter medicines, and second, by safeguarding and properly disposing of unused medications. Compose a tweet about the launch using the initiative's Twitter username @MedicineAbuse, hashtag (#endmedicineabuse), and website www.drugfree.org/medicineabuse

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Suggested Approaches:

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Integrating content into your existing channels

2.

Creating a new channel

3.

Encouraging influencers to promote your message

© Copyright 2011, Cardinal Health, Inc. or one of its subsidiaries. All rights reserved.

Creating a New Channel • Examples…

D’Youville College School of Pharmacy and an Ohio University student team both created new pages to focus on this issue

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Before Creating… Have a strategy in place! Strategy should address:

Why is this a priority? Who are you trying to reach? Where will you reach out to them? What are you trying to do, post? When should you post? How will you manage the accounts?

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Remember…

Creating a new social media page is like adopting a kitten…

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and your “kitten” will need to be fed and cared for.

Other Considerations: Adding a Disclaimer • Consider adding a disclaimer to your page • Sample disclaimer available at: http://social-mediapolicy-template-centre.posterous.com/why-yourfacebook-page-needs-a-disclaimer

(Note: info in these slides is not legal advice. Seek legal counsel for more help with your disclaimer.)

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Other Considerations: Promoting Your Page • Feature on your website • Send out an email • In Facebook, use the “share” button or the “Invite Friends” button • Add page URL to email signatures

QR Code BeeTag.com

• Feature in any e-newsletters • Feature on your promotional materials – QR code • Most important: share good content and deliver some value to your followers

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Other Considerations: Page Username

• URLs like this are hard to remember and promote: https://www.facebook.com/pages/St-StephensCommunity-House/70011916886 • Facebook.com/username allows you to create a “vanity” URL like www.facebook.com/CardinalHelathFoundation (must have 25 fans first)

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Other Considerations: Responding • Respond within 24 hours, if not sooner, to comments left on your wall, especially questions, customer/client service issues, or positive notes. • Consider ignoring or deleting comments from “trolls.” Use your disclaimer as your guide. • Sample response strategy from the Air Force: http://www.webstrategist.com/blog/2008/12/31/diagram-how-the-airforce-response-to-blogs/

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Suggested Approaches:

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1.

Integrating content into your existing channels

2.

Creating a new channel

3.

Encouraging influencers to promote your message

© Copyright 2011, Cardinal Health, Inc. or one of its subsidiaries. All rights reserved.

Encouraging Influencers to Promote Your Message An Ohio University student team worked with the Dean of Students to promote their campaign to prevent prescription drug abuse. 3,194 followers

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17,000+ followers

Provide Messaging NIDA provides sample messaging for their Drug Facts Week, to help influencers spread the message with them.

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Resources

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Facebook Resources • Facebook’s promotion (contest) guidelines: http://www.facebook.com/promotions_guidelines.php • Facebook Brand Guidelines: http://www.facebook.com/brandpermissions/ • “Building Your Business with Facebook pages” guide: http://ads.ak.facebook.com/ads/FacebookAds/FB_PagesGuide_M ediaKit_051611.pdf • Facebook page on Facebook pages: http://www.facebook.com/FacebookPages • Facebook Tips page: www.facebook.com/facebooktips

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Twitter Resources • Twitter brand guidelines: http://support.twitter.com/entries/77641 • Twitter logos: http://twitter.com/about/resources/logos • Twitter promotion (contest) guidelines: http://support.twitter.com/entries/68877-guidelines-for-contests-ontwitter

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Content Resources Generation Rx (Cardinal Health, The Ohio State University College of Pharmacy) Website(s): www.cardinalhealth.com/generationrx , http://www.pharmacy.ohiostate.edu/outreach/generation-rx/ Facebook: facebook.com/CardinalHealthFoundation, facebook.com/osu.pharmacy Twitter: twitter.com/osu_pharmacy, twitter.com/cardinalhealth Don’t Get Me Started (Ohio-based prescription drug abuse prevention campaign) Website: http://dontgetmestartedohio.org/ Facebook: facebook.com/DontGetMeStartedOhio YouTube: youtube.com/user/dontgetmestartedohio National Council on Patient Information and Education’s “Educate before You Medicate” campaign Website: www.talkaboutrx.org Drug-Free Action Alliance Website: www.drugfreeactionalliance.org Facebook: facebook.com/DrugFreeActionAlliance Twitter: twitter.com/DrugFreeAction YouTube: youtube.com/DrugFreeAction

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Content Resources cont. NOPE Task Force Website: www.nopetaskforce.org Facebook: facebook.com/nopetaskforce?sk=wall Twitter: twitter.com/NOPETaskForce YouTube: youtube.com/user/nopetaskforce Stop Medicine Abuse Website: www.stopmedicineabuse.org Facebook: facebook.com/stopmedicineabuse Twitter: twitter.com/stopmedabuse YouTube: youtube.com/stopmedicineabuse National Institute on Drug Abuse Website: www.drugabuse.gov Facebook: facebook.com/NIDANIH Twitter: twitter.com/NIDAnews YouTube: youtube.com/user/NIDANIH Blog: www.drugabuse.gov/nidanews.xml *NIDA has info on becoming a ”social media partner” for their Drug Facts Week http://drugfactsweek.drugabuse.gov/cybershoutout.php

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Content Resources cont. American Medicine Chest Challenge Website: www.americanmedicinechest.com Facebook: facebook.com/americanmedicinechest Twitter: twitter.com/amcchallenge The Partnership at Drugfree.org Website: www.drugfree.org Facebook: facebook.com/partnershipdrugfree Twitter: twitter.com/drugnews YouTube: youtube.com/user/drugfreechannel Medicine Abuse Project (A multi-year effort to raise awareness and curb the abuse of medicine.) www.drugfree.org/medicineabuse Twitter at @MedicineAbuse and #endmedicineabuse

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“Build it, and they will come” only works in the movies. Social Media is a “build it, nurture it, engage them, and they may come and stay.” -Seth Godin, sethgodin.typepad.com

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Thank you!

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