Conference Pre-Conference Workshops
NOTE: Workshops are sold out
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Workshop I - Social Media 101: An Introduction to Social Media for Health Communication and Marketing
Learning Objectives:
- Understand social media channels and users
- Learn social media strategy development and promotion basics
- Develop skills for crafting health messages for social media
- Understand on-site social media implementation, best practices and channel selection
Description:
This workshop is an introductory overview designed for the social media novice wishing to expand his or her knowledge and utilization of social media in health communication. This workshop will include an overview of social media channels and tools (including blogs, Facebook, Twitter, mobile, and more) and applications for health communications. The workshop will also give participants skills needed to develop a basic social media strategy and include a hands-on exercise for participants to create compelling health content for social media channels using CDC’s new Writing for Social Media Guide. Lessons learned and best practices will also be covered from the perspective of a small public health non-profit organization. All participants will receive a copy of CDC’s Writing for Social Media Guide. (Note: No prior experience with social media needed.)
Presenters:
Diane Brodalski
Social Media Team Lead
Northrop Grumman
Valerie Daniel
Social Media Specialist
Northrop Grumman
Trish Parnell
Director
Parents of Kids with Infectious Diseases (PKIDs)
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Workshop II - Hands-On Social Media Strategy
Learning Objectives:
- Understand how to design and implement a comprehensive social media strategy.
- Experience a variety of web tools and how to get started with them.
- Evaluate the results of social media activities.
Description:
This workshop will go beyond the basics of social media to help you dive into creating a social media strategy for your organization or project. We will discuss the nuts and bolts of how to use social media to listen to your target audience, interact with them and effectively spread your messages online. From setting up accounts on tools like blogs, social networks and Twitter, to learning the “rules of the road” for interacting on those sites, this workshop will give you the confidence to establish your social media presence. You will leave with a solid foundation for a social media strategy that includes elements like objectives, target audience, organizational policies, capacity, tools and tactics, and metrics. Free wifi will be available and participants are strongly encouraged to bring their own laptops so they can follow along online themselves. This is not a requirement, though.
Workshop Prerequisites:
- Participants have some experience of social media (have read a blog, have a profile on a social networking site, or use RSS) and have a basic understanding of the terms. They may have already implemented a social media project in their organization.
- Participants have basic computer and web literacy skills.
Presenters:
Nedra Weinreich
President
Weinreich Communications and Program Manager, Entertainment Industries Council
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Workshop III – Health Literacy in the Context of Social Marketing: Clear, Motivational Messaging in Programs to Change Behavior
Learning Objectives:
- Identify the qualities of clear, understandable messages that also motivate.
- Use health literacy principles to analyze and draft and rewrite a communication product.
- Integrate messages with other elements of the social marketing mix.
Description:
This workshop is designed for health communicators, social marketers, health educators, and public health program managers. This interactive workshop will provide participants with a short overview of health literacy and its importance in developing messages that are both clear and motivational. Participants will be introduced to or refine their skills in developing clear, motivational messages and fitting messages with other elements of the social marketing mix to change health behaviors. Participants will be asked to use these skills to improve existing materials and propose ways to critique and assess their effectiveness. Public health examples of applying health literacy to tobacco cessation and other topics will be provided.
Facilitators:
Cynthia Baur, Ph.D.
Senior Advisor, Health Literacy
Office of the Associate Director for Communication
Centers for Disease Control and Prevention
Todd Phillips, M.S.
Deputy Center Director
Social Marketing and Communication Center FHI 360
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Workshop IV – MessageWorks: Hands-On
Learning Objectives:
- Understand the MessageWorks process that helps health communicators craft messages most likely to change an audience’s health behavior intentions.
- Develop skills for evaluating messages using MessageWorks.
- Apply these new skills to your own health messages.
Description:
This workshop is an introduction to MessageWorks, a web-based decision support tool that helps health communicators identify their target audience, key variables of a good message for that target audience, and evidence to support the message developed using those key variables. The tool is based on research by Keller and Lehmann (2008). This workshop will include an overview of how to: 1) create an account in MessageWorks and get started with crafting a new message or assessing an existing message, 2) effectively and consistently evaluate, or code, key message variables through an interactive flashcard activity demoed by Dr. Keller, 3) use MessageWorks in their own message development practice, 4) create teams with MessageWorks to collaborate on message development and evaluation, and 5) exchange ideas with other health communication professionals using a community forum. (Note: This workshop is designed for federal, state, and local health communicators who develop health messages. Due to the abbreviated nature of this workshop, introductory principles to health message development will not be covered. It is encouraged that attendees with intermediate level message development experience attend.)
Facilitators:
Galen E. Cole, PhD, MPH, LPC
Associate Director for Communication Science
Division of Cancer Prevention and Control
Centers for Disease Control and Prevention
Punam A. Keller, PhD
Tuck School of Business, Dartmouth University
Matthew Schnupp, MSPH, BSN, RN
Health Education Specialist
Oak Ridge Institute for Science and Education
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Workshop V – Storytelling for Social Media: Three Ways to Use Stories to Support Public Health
Learning Objectives:
- Understand how stories are different
- Identify the various uses stories can play in a program
- Construct very short, but still compelling, public health stories
Description:
This workshop is designed for health professionals interested in using stories to improve the quality of behavioral adoption. The workshop will include a review of three classes of stories used extensively in public health: 1) Fear stories which illustrate the consequences of high risk behavior; 2) empathy stories which improve understanding of individuals struggling with disease; and 3) success stories used to model how people solve prevention challenges. Participants will practice the adaptation of traditional story formats to the emerging requirements of social media for short, concise and authentic messages. Finally, participants will practice innovative interview techniques which help illicit effective stories from their target audiences. Content from various public health fields, including immunization, HIV/AIDS, SIDS and others will be used to illustrate storytelling practices. Participants are asked to bring sample stories they are already using in their programs.
Facilitator:
William Smith, EdD
Editor
Social Marketing Quarterly
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