July 2011
The Health Communicator’s
Social Media Toolkit
Table of Contents
Social Media Introduction
Social Media Overview
Getting Your Feet Wet With Social Media
CDC’s Top Lessons Learned from Using Social Media
Developing a Social Media Strategy
Social Media Monitoring and Evaluation
Governing Social Media Efforts
1
2
4
5
6
6
Social Media Tools
Buttons and Badges
Image Sharing
Content Syndication
RSS Feeds
Podcasts
Online Video Sharing
Widgets
eCards
Mobile Technologies
Twitter
Blogs
Facebook
8
9
10
11
13
15
18
19
21
27
32
36
Social Media Campaign Example
CDC Vital Signs Campaign
40
More Social Media Resources
46
Social Media Communications Strategy Worksheet
47
Social Media Evaluation Worksheet
50
References
53
A guide to using social media to improve reach of health messages, increase
access to your content, further participation with audiences and advance
transparency to improve health communication efforts.
August 6, 2010
Update July 2011
The Health Communicator’s Social Media Toolkit
This toolkit was developed by the Electronic Media Branch, Division of News and Electronic
Media, Office of the Associate Director of Communication at the Centers for Disease Control and
Prevention (CDC). It was designed to provide guidance and to the share lessons learned in more
than three years of integrating social media into CDC health communication campaigns,
activities and emergency response efforts. In this guide, you will find information to help you get
started using social media—from developing governance to determining which channels best
meet your communication objectives to creating a social media strategy. You will also learn
about popular channels you can incorporate into your plan, such as blogs, video-sharing sites,
mobile applications and RSS feeds. This toolkit is intended for a beginner audience, although
some viewers with an intermediate level may find parts of the toolkit useful.
Acknowledgments
A number of dedicated and hardworking professionals contributed to the creation and revised
2011 edition of this toolkit. For their invaluable input, we would like to thank the following CDC
staff and contractors:
Diane Brodalski, BS, Project Lead (Northup Grumman Contractor)
Heather Brink, MPH
Jessica Curtis, BFA (Northup Grumman Contractor)
Shelly Diaz, BS
Jessica Schindelar, MPH
Curt Shannon, BA
Cari Wolfson, MS, Focus on U!
We also acknowledge and thank Carol Crawford and Dogan Eroglu for their review and excellent
contributions to the guide.
Thanks to the staff of CDC’s Electronic Media Branch, whose technical knowledge and expertise
have enhanced this toolkit’s content and quality.
SOCIAL MEDIA INTRODUCTION
Social Media Overview
In the last several years, the use of Facebook, YouTube, Twitter and other social media tools to disseminate
health messages has grown significantly, and continues to trend upward. Using social media tools has become
an effective way to expand reach, foster engagement and increase access to credible, science-based health
messages. Social media and other emerging communication technologies can connect millions of voices to:
•
Increase the timely dissemination and potential impact of health and safety information.
•
Leverage audience networks to facilitate information sharing.
•
Expand reach to include broader, more diverse audiences.
•
Personalize and reinforce health messages that can be more easily tailored or targeted to particular
audiences.
•
Facilitate interactive communication, connection and public engagement.
•
Empower people to make safer and healthier decisions.
Integrating social media into health communication campaigns and activities allows health communicators to
leverage social dynamics and networks to encourage participation, conversation and community – all of which
can help spread key messages and influence health decision making. Social media also helps to reach people
when, where and how they want to receive health messages; it improves the availability of content and may
influence satisfaction and trust in the health messages delivered. Likewise, tapping into personal networks and
presenting information in multiple formats, spaces, and sources helps to make messages more credible and
effective.
Over the years, the internet has changes people’s relationships. Although doctors, nurses and other health
professionals continue to be the first choice for most people with health concerns, online sources, including
advice from peers, are a significant source of health information in the US. The social life of health information
is dynamic. Two forces are driving online health conversations: 1) the availability of social media tools and 2)
the increased desire and activity, especially among people living with chronic conditions, to connect with each
other. (Fox, S. 2011).
1
Getting Your Feet Wet With Social Media
There are a variety of social media tools that can be utilized as part of an integrated health communications
program. Tools range from easily downloadable products, such as buttons and badges, that can be
implemented with minimal resources, to engagement tools that foster two-way communication and ongoing
interaction, such as social network sites. Generally, as you progress from dissemination to engagement, more
resources are needed for set-up and maintenance and the potential exists for greater participation, learning
and sharing. We recommend giving careful consideration to the amount of resources and expertise required
before deciding on the tools you may want to use. It is often beneficial to start with social media projects that
may be considered low risk or use fewer resources at the outset, and then adopt more engaging tools that
may require additional resources, expertise and leadership support. The table below documents specific social
media tools, showing the continuum from dissemination to engagement, as well as the resources generally
needed to implement health communications activities in many popular channels. The Social Media Tools
section of this toolkit provides an overview of the tools and how they may help you meet your health
communication objectives.
2
CDC’s Top Lessons Learned from Using Social Media
During the last four years, the CDC social media team has learned a number of lessons we want to share with
you. We hope these lessons will help you in developing, implementing and evaluating strong social media
practices in your organization.
1. Make Strategic Choices and Understand the Level of Effort
Be strategic and follow demographic and user data to make choices based on audience, communications
objectives and key messages. Be sure to assess the level of effort needed to maintain these channels such
as time and commitment. Often, the resources needed to start and maintain social media projects are
different than traditional communication efforts.
2. Go Where the People Are
Social media can help reach people where they are—millions of people use social media and spend a lot of
time in these spaces learning, sharing and interacting. The popularity of key social media sites can be
assessed by reviewing user statistics and demographics. Additionally, there are several niche social
networking sites that target specific groups, like moms, physicians, or racial and ethnic groups; or sites
that focus on a particular topic like travel or health.
3. Adopt Low-Risk Tools First
If you are starting out and finding resistance to using social media among your communication team or
stakeholders, it may be helpful to first adopt low-risk solutions and later build on your successes. Products
such as podcasts, videos and widgets are easily downloadable, and can be accessed from partner sites and
posted on your website.
4. Make Sure Messages Are Science-based
As with any effective health communication, messages developed for dissemination through social media
channels should be accurate, consistent and science-based.
5. Create Portable Content
Develop portable content—such as mobile applications, widgets and online videos—that can easily extend
reach beyond your website to provide credible, timely, and accurate content for partners and others who
want to help spread your health messages.
6. Facilitate Viral Information Sharing
Make it easy for people to share your messages and become health advocates. This can be accomplished
3
by using social media sites such as Facebook and YouTube that encourage sharing among users, or you can
use tools with sharing features, such as widgets or eCards.
7. Encourage Participation
Social media allows for the tailoring of messages to help express empathy and acknowledge concern,
promote action and listen to what people are saying about health-related topics in your community. Twoway conversations can foster meaningful communication with your audience that can help to facilitate
relationships, sharing and interaction.
8. Leverage Networks
Social media allows people to easily establish and access networks on a regular basis. For example,
Facebook reports the average Facebook user has 130 friends, or a network of 130 people with whom they
can easily share information. The average user creates 90 pieces of content each month (Facebook 2011).
By strategically leveraging these established networks, you can facilitate information sharing, and in turn,
expand the reach of your health message.
9. Provide Multiple Formats
Providing messages in multiple formats increases accessibility, reinforces messages and gives people
different ways to interact with your content based on their level of engagement and access to media.
10. Consider Mobile Technologies
More than ninety percent of adults in America subscribe to mobile services. Mobile technology is
personal, portable and affordable. It allows the sharing of health information through text messaging,
mobile websites and mobile applications.
11. Set Realistic Goals
Social media can raise awareness, increase a user’s knowledge of an issue, change attitudes and prompt
behavior change in dynamic, personalized and participatory ways. However, like traditional
communication, social media alone may not be able to meet all of your communication goals or address
all of the target audiences’ needs. Set your goals accordingly.
12. Learn from Metrics and Evaluate Your Efforts
Digital communications offer many metrics that you can use to focus and improve your communications
efforts. Metrics can help you to report usage, monitor trends and gauge the success of specific promotions
or outreach efforts. Beyond simple metrics, social media efforts can also be evaluated by measuring the
use of information, level of engagement with your content, and health impact. Monitoring trends and
discussions on social media networks can also be a valuable way to better understand current interests,
4
knowledge levels and potential misunderstandings or myths about your health topic. Social media
provides a direct feedback loop with your audience. By analyzing the feedback available through your
social media tools, you can adjust your social media strategy, reshape messages, improve processes or
shift tactics.
Developing a Social Media Strategy
A social media communication strategy is only one part of a larger communication effort, and should be
integrated into your overall communication planning, activities and data collection. Therefore, over-arching
communication goals should be considered when developing social media activities. The keys to effective
social media outreach are identifying target audience(s), determining objective(s), knowing outlet(s) and
deciding on the amount of resources (time and effort) that can be invested. However, with social media, more
information can be obtained through a particular media channel to help build your strategy. For example, you
can listen to conversations in real time, and identify influencers and fans. You can better understand audience
needs in specific social media spaces and engage users in new ways.
Having clear communication objectives will help build your strategy. For example, you will probably need
different strategies for each campaign. Because the objectives for each campaign are different, the way you
exchange ideas, collaborate with partners, or encourage behavior change will also be different. Likewise,
understanding your audience(s) will help you determine the channel selection and how you use specific
channels. People access information in different ways, at different times, and for different reasons. Defining
your audience needs using market research, metrics, and other data will be important to determining the
channels you want to use. Each channel is different and has differing engagement, content, and community
norms. Understanding the way people naturally use or participate in social media channels is also very helpful
in determining your strategy.
Resources:
•
Social Media Communications Strategy Worksheet on page 47
•
Pew Internet and American Life Project: http://www.pewinternet.org/
5
Social Media Monitoring and Evaluation
As with any communication activity, it is important to evaluate your social media efforts. Ongoing evaluation
and monitoring is a critical component of your communications strategy, helping to define measures of
success based on your goals and objectives. Once you determine your communication objectives and specific
social media tactics, you can determine how best to evaluate the process, outcomes and impact of your social
media efforts. Monitoring trends and discussions in social media can help you to better understand current
interests, knowledge levels and potential misunderstandings or myths about your topic. There are a variety of
free tools available that can help with monitoring efforts, as well as paid services that offer more
comprehensive monitoring capabilities.
Metrics can be used to help focus and improve your communication efforts. For social media, these can
include traffic driven back to your website, influence and reach, as well as user interactions and engagement.
The health impact of social media is harder to measure. More information is needed to understand how social
media is impacting offline health behaviors. Detailed information related to the monitoring and evaluating of
each tool is covered in the Social Media Tools section.
Governing Social Media Activities
It is important to establish structure, policies, and leadership at your organization to more effectively manage
social media. At some point after you start using social media, it is a good idea to establish boards and
councils to develop guidance, policies, standards and recommendations around its use at your organization.
The resources below may guide you in establishing your own policies.
Governance Resources:
•
Government Social Media’s Web 2.0 Governance Policies and Best Practices Wiki provides links to official
governance policies or best practices. http://govsocmed.pbworks.com/Web-2-0-Governance-Policies-andBest-Practices
•
SocialMediaGovernance.com’s Online Database of Policies provides links to policies related to specific
social media tool. http://socialmediagovernance.com/policies.php
6
SOCIAL MEDIA TOOLS
CDC uses social media to provide users with access to credible, science-based health information when, where
and how users want it. A variety of social media tools are used to reinforce and personalize messages, reach
new audiences, and build a communication infrastructure based on open information exchange. There are
three key attributes of social media channels that are believed to make them highly effective as health
communication tools.
•
Personalization – content tailored to individual needs
•
Presentation – timely and relevant content accessible in multiple formats and contexts
•
Participation – partners and the public who contribute content in meaningful ways
Additionally, many social media channels facilitate social engagement, viral sharing of information and trust.
There are a number of social media tools that you can utilize in your health communications activities—more
than what is listed here, in fact. While we did not cover every social media tool available, this section of the
toolkit should provide you with an understanding of a wide range of social media tools CDC and others in
public health have successfully used in emergency response, major campaigns and other health
communication, promotion and media efforts.
7
Buttons and Badges
CDC has a large gallery of buttons and badges, small web graphics
or images, which can be utilized by partners to share health
information about campaigns and causes online. Go to our gallery
which includes graphics on a number of health topics, including
specific campaigns and national public health activities. To add a
button or badge to your website, social networking profile or
blog, simply copy and paste the code assigned to the image.
Buttons and badges can help promote activities and increase
awareness about health topics, and can be produced fairly easily
and with little resources. CDC provides guidance and best
What are Buttons and Badges?
Buttons are graphic elements that
usually include an image, a short
call-to-action message, and a link
for more information. They are
often created to be shared, and
include HTML code that allows
them to be posted on a website.
Badges are also small graphic
images that include a message and
link to a web page. However,
badges are often posted on an
individual’s social network profile
or personal blog to show support
for or affiliation with a cause or
issue, and may include messages
that show a personal action was
taken (e.g. “I got tested.” instead
of “Get tested.”) (Centers for
Disease Control and Prevention,
2010a).
practices on creating buttons and badges. (The link is listed in
Resource section below.)
Six Simple Tips to Creating Great Campaign Images:
1. Create graphics in several sizes, including standard ad sizes, and sizes developed specifically for your web
pages.
2. Write a simple, yet catchy, health message that stands alone.
3. Use colorful and attractive images or designs that can be viewed on a number of sites and in a number of
sizes.
4. Be sure to include a URL on the image and a link back to your website.
5. Promote the use of the images and review metrics to learn more about the effectiveness of your efforts.
6. Review CDC’s Guidelines and Best Practices for Developing Buttons and Badges listed in the resource
section below for more tips.
Resources:
•
CDC Button and Badge Gallery: http://www.cdc.gov/socialmedia/tools/buttonsgallery.html
8
•
CDC Button and Badge Overview Page: http://www.cdc.gov/SocialMedia/Tools/ButtonsBadges.html
•
CDC Guidelines and Best Practices for Developing Buttons and Badges:
http://www.cdc.gov/SocialMedia/Tools/guidelines/pdf/buttonbadge.pdf.
Image Sharing
What is Image Sharing?
Image sharing provides value to health communication activities
by providing public health images that users can easily place on
Image sharing involves posting
images (photos, artwork, etc.) to
public websites where they can
be viewed, tagged, categorized,
and even used by others.
(Centers for Disease Control and
Prevention, 2010b).
websites, blogs or other social media sites. As content creation
continues to improve on social media channels and on the internet as a whole, the need for fresh graphics and
engaging content also increases. The widespread use of mobile phones with cameras makes it easier than ever
to take photos. Mobile applications for photos and exploding participation in social networks like Facebook
and Twitter have contributed to a surge in the popularity of online photo sharing. More than 100 million
photos a day are uploaded to Facebook (Odio, S. 2011). Organizations can take advantage of this trend by
providing visual images to fans and followers that show public health “in action”, reinforce health messages,
or simply present existing information in a new, visually interesting format.
There are several online communities that provide image
sharing services. For instance, Flickr and Shutterfly
provide a platform for posting images that can be
organized around health topics. CDC shares images on
both Flickr and the Public Health Image Library (PHIL),
which offer an organized, universal gateway to CDC
pictures. These can be used for reference, teaching,
presentations and public health messages that partners
can access and post on their sites. Likewise, CDC’s
photostream on Flickr includes public health photos and
graphics developed for public health events that users
9
can comment on and share. Partners can also easily and cost-effectively create accounts on a number of
available sites to produce, upload and share images.
A Few Simple Tips to Image Sharing Success:
•
When establishing your account, use a name that will resonate with your users and follows naming
and branding guidelines. It is also a good idea to include information on your profile page about your
agency or program. If possible, also include a link back to your organization’s website to drive traffic to
your website.
•
Think about your audience when choosing images. What kinds of images will be most helpful to them
or best portray your communication objectives? If relevant, ensure your images are culturallyappropriate.
•
Be thoughtful about selecting, naming, describing and tagging images. Do you need to post all of the
images available or will posting only the best images serve the viewers better?
•
Consider engaging online communities and encouraging viewers to add tags, notes, and comments.
Image Sharing Resources:
•
CDC Image Sharing Page: http://www.cdc.gov/SocialMedia/Tools/ImageSharing.html
•
Peace Corps Flickr: http://www.flickr.com/search/?w=all&q=peace+corps&m=text
•
American Red Cross 2010: http://www.flickr.com/photos/americanredcross
•
Flickr Best Practices in Government:
https://forum.webcontent.gov/resource/resmgr/flickr_best_practices_guide.pdf
10
Content Syndication
What is Content Syndication?
CDC syndicates
a wide range of
health-related
topics of
content on
CDC.gov,
including seasonal flu, chronic disease and emergency preparedness
information. Many topic web pages are also available in Spanish.
Hundreds of partners already utilize content syndication to provide
accurate web content that is automatically updated on their websites
when it is updated on CDC.gov. Content Syndication is an easy and
Content Syndication is a
technical application that
enables partner organizations to
display current CDC health and
safety content and allows
visitors to the public health
partner’s website access to CDC
content without leaving the
partner website. This tool,
provided by CDC, allows the
communication and
management of the latest
science-based information
online. (Centers for Disease
Control and Prevention, 2010b).
Prevention, 2010c).
cost-free way for public health partners to provide credible, timely
and science-based health information to their audiences. Partners can self-register to quickly search available
content topics at CDC.gov, select from the online catalog, and download syndication code.
In addition to improved reach and access to health information, content syndication also helps enable citizens
to create innovative health applications by providing easier access to government tools, data and information.
CDC began content syndication in November 2007, and has found it to be a successful way to provide vital
government information to the public and collaborate with valuable public health partners.
Resources:
•
CDC Content Syndication Registration System: http://tools.cdc.gov/register/
•
CDC Content Syndication Usage Guidelines: http://tools.cdc.gov/register/tos.
11
RSS Feeds
What is an RSS Feed?
CDC RSS feeds enable partners to personalize
the health information they receive by
subscribing to the topics of greatest interest to
them. Public health partners also have the option of posting
the feeds on their websites to allow their users access to up-todate CDC information. More than 25 unique RSS feeds are
available from CDC, including Spanish-language feeds.
RSS stands for Really Simple
Syndication. RSS feeds provide an
easy way to stay updated on
information that is important to
you and helps reduce the time it
takes to browse or search for new
information on web sites. RSS
feeds provide updated news
headlines, blog posts or selected
website content.
To utilize this content, you will need an RSS-enabled browser or
an RSS news reader to subscribe. These tools help you view the content and will let you know when there is
new content. You can also use content from RSS feeds by adding a feed to your website or social media space.
Adding an RSS feed to a page is a rapid, low-cost way to provide up-to-date health news to your viewers.
Likewise, creating an RSS feed of your content is not very difficult technically, and it can be a low-risk way to
start working in social media.
Resources:
•
CDC Overview and Subscription Sign-up for RSS Feeds: Subscribe to a CDC RSS Feed:
https://tools.cdc.gov/medialibrary/index.aspx#/landing/mediatype/Feed/language/english/page/1/
sort/desc/group/0
•
AIDS.gov Putting the Simple in Real Simple Syndication (RSS Feeds): http://blog.aids.gov/2008/01/rssfeed.html
•
WebContent.gov RSS Feeds Page: http://www.usa.gov/webcontent/technology/rss.shtml
•
WhyRSS.com Really Simple Guide to RSS: http://www.whyrss.com/
•
Common Craft RSS in Plain English provides a brief overview of RSS feeds:
http://www.commoncraft.com/rss_plain_english
12
Podcasts
Podcasts help to deliver information in a convenient
and enjoyable format, and can be played “on the
go” from an iPod, mobile device, or other portable player.
Podcasts can also be viewed on websites. CDC provides podcasts
to increase access to health messages and deliver health
information in a convenient format.
What is a Podcast?
A podcast is a digital audio or
video file that can be saved for
playback on a portable media
device or computer. The term
“podcast” refers to both the
actual content of the media file
and the method by which the
content is syndicated.
Partners have access to CDC’s extensive library of podcasts that includes topics directed to clinicians,
healthcare workers, public health practitioners and the general public. Partners can easily download podcasts
from CDC.gov, post podcasts to their web page, provide links to the CDC podcast page from their website and
subscribe to podcasts series. Partners can also create their own podcasts relatively easily and without much
investment in technical resources.
Who Uses Podcasts?
Podcast use continues to increase as more people use
devices with digital audio playing capability. According to
Aribtron and Edison Research, 45% of US consumers
have listened to a podcast in 2011.
Examples of Health-Related Podcasts
A number of healthcare organizations provide podcasts.
•
The World Health Organization provides public health information and related news from around the
world:
http://www.who.int/mediacentre/multimedia/podcasts/en/
•
Seattle Children’s Hospital’s podcast on flu vaccinations for children:
http://www.seattlechildrens.org/videos/flu-vaccinations-for-children/
•
PKIDs also provides a number of podcasts for Parents of Kids with Infectious Diseases:
http://itunes.apple.com/us/podcast/id218493791

References:

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Clinical Guidelines

Guideline Adaption Committee. (2016). Clinical practice guidelines and principles of care for people with dementia. NHMRC Partnership Centre for Dealing with Cognitive and Related Function Decline in Older People. https://cdpc.sydney.edu.au/wp-content/uploads/2019/06/CDPC-Dementia-Guidelines_WEB.pdf

Living Guideline

Stroke Foundation. (2022). Australian and New Zealand living clinical guidelines for stroke management – chapter 1 of 8: Pre-hospital care. https://app.magicapp.org/#/guideline/NnV76E

Evidence-based practice

BMJ Best Practice

Goldfarb, S., & Josephson, M. (2020). Cystic fibrosis. BMJ Best Practice. https://bestpractice.bmj.com/

Schub, T., & Cabrera, G. (2018). Bites: Head lice [Evidence-based care sheet]. Cinahl Information Systems. https://www.ebscohost.com

Beyea, S. C., & Slattery, M. J. (2006). Evidence-based practice in nursing: A guide to successful implementation. http://www.hcmarketplace.com/supplemental/3737_browse.pdf

JBI: Evidence summary

Swe, K. K. (2022). Blood glucose levels: Self-monitoring [Evidence summary]. JBI EBP Database. https://jbi.global

JBI: Best practice information sheet

Bellman, S. (2022). Experiences of living with juvenile idiopathic arthritis [Best practice information sheet]. JBI EBP Database, 24(1), 1-4.

Cochrane Database of Systematic Reviews

Srijithesh, P. R., Aghoram, R., Goel, A., & Dhanya, J. (2019). Positional therapy for obstructive sleep apnoea. Cochrane Database of Systematic Reviews. https://doi.org/10.1002/14651858.CD010990.pub2

Drug Information

Codeine. (2023, January). In Australian medicines handbook. Retrieved February 2, 2023, from https://amhonline.amh.net.au

Colorado State University. (2011). Why assign WID tasks? http://wac.colostate.edu/intro/com6a1.cfm

 

Dartmouth Writing Program. (2005). Writing in the social sciences. http://www.dartmouth.edu/~writing/materials/student/soc_sciences/write.shtml

Rutherford, M. (2008). Standardized nursing language: What does it mean for nursing practice? [Abstract]. Online Journal of Issues in Nursing, 13(1). http://ojin.nursingworld.org/MainMenuCategories/ThePracticeofProfessionalNursing/Health-IT/StandardizedNursingLanguage.html

Wagner, D. (n.d.). Why writing matters in nursing. https://www.svsu.edu/nursing/programs/bsn/programrequirements/whywritingmatters/

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Perth Children’s Hospital. (2022, April). Appendicitis [Emergency Department Guidelines]. Child and Adolescent Health Service. https://www.pch.health.wa.gov.au/For-health-professionals/Emergency-Department-Guidelines/Appendicitis

Department of Health. (n.d.). Who is being active in Western Australia? https://ww2.health.wa.gov.au/Articles/U_Z/Who-is-being-active-in-Western-Australia

Donaldson, L. (Ed.). (2017, May 1). Healthier, fairer, safer: The global health journey 2007-2017. World Health Organisation. https://www.who.int/publications/i/item/9789241512367

NCBI Bookshelf

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