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WRITING AND WRITERS: STYLE AND WRITING MANUALS :
MEDICINE :
HEALTH :
UNITED STATES: GOVERNMENT:
THE CENTERS FOR DISEASE CONTROL AND PREVENTION :
SOCIAL MEDIA :
SOCIAL NETWORKING:
CDC's Guide to Writing for Social Media
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CDC's Guide to Writing for Social Media
http://www.cdc.gov/socialmedia/Tools/guidelines/
pdf/GuidetoWritingforSocialMedia.pdf
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A shorter URL for the above link:
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http://tinyurl.com/8x6kew6
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Table of Contents
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Acknowledgements
Table of Contents
Chapter 1: Introduction
What Is Social Media?
What Is This Guide For? How Should It Be Used?
Social Media and Communication Strategy
Chapter 2: Before You Start
Target Audiences, Health Literacy and Plain Language, and Social Marketing
Chapter 3: Principles of Effective Social Media Writing
Creating Content
Examples of Relevant, Useful, and Interesting Messages
Chapter 4: How to Write for Facebook
Profiles and Pages
Best Practices for Writing CDC Facebook Posts
Sample CDC Facebook Posts
Chapter 5: How to Write for Twitter
Twitter Syntax
Anatomy of a Tweet
Best Practices for Writing CDC Tweets
Sample CDC Tweets
Chapter 6: How to Write Text Messages
Best Practices for Writing CDC Text Messages
Sample CDC Text Messages
Chapter 7: How to Use Your Web Content as Source Material for Social Media
Content
Make Social Media Writing Easier by Repurposing Web Content
Plan to Rewrite Your Web Content for Use in Social Media
Chapter 8: Hands-On Practice in Revising Social Media Content
Improve These Draft Facebook Posts
Improve These Draft Tweets
Improve These Draft Text Messages
Improved Facebook Posts
Improved Tweets
Improved Text Messages
Chapter 9: Checklist for Writing for Social Media
Chapter 10: Glossary
Facebook Terms
Twitter Terms
Texting Terms
Chapter 11: Social Media Writing Resources
CDC's Social Media and Writing Resources
Federal Agencies' Social Media and Writing Resources
State Government Social Media and Writing Resources
Other Social Media and Writing Resources
Appendix A: Audience Segmentation
Audience Information, by Age
Audience Information, by Role
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Content Sample
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Chapter 1: Introduction
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What Is Social Media?
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Beginning in the early part of the 21st century, Web applications began to
change the way we communicate. A single personwho before had been limited
to a point-to-point communication method such as face-to-face conversation
or a telephone callcan now reach an audience of hundreds or thousands of
people with a single click. One-to-many communication channels, such as
television or radio advertising, had previously been expensive and their
reach limited to a general audience. We have since seen a dramatic
increase in the use of online and other electronic tools (e.g., Facebook,
Twitter, YouTube, blogs, and texting) for sharing and creating content,
which in this document are collectively called social media. Companies and
government agencies are discovering how to harness the power of social
media to expand the reach of their marketing and communication messages.
For those of us in health communication, social media tools such as
Facebook, Twitter, and text messaging allow us to expand our reach, foster
engagement, and increase access to credible, science-based health
messages. Social media can help organizations achieve the after goals:
Disseminate health and safety information in a timelier manner.
Increase the potential impact of important messages.
Leverage networks of people to make information sharing easier.
Create different messages to reach diverse audiences.
Personalize health messages and target them to a particular audience.
Engage with the public.
Empower people to make safer and healthier decisions.
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When integrated into health communication campaigns and activities, social
media can encourage participation, conversation, and communityall of which
can help spread key messages, influence decision making, and promote
behavior change. Social media also helps to reach people when, where, and
how its convenient for them, which improves the availability of content
and might influence satisfaction and trust in the health messages
delivered.
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Social media is also a key tool in building awareness and credibility.
According to the Pew Internet & American Life Project report in 2011,
Social Networking Sites and Our Lives, nearly half of adults (47%) used at
least one social networking site in 2010. That number is growing quickly,
nearly doubling from 2008 (26%). Social networks are places where people
gather information from experts and peers to help them make health
decisions.
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April, 2012 CDCs Guide to Writing for Social Media Page 3
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What Is This Guide For? How Should It Be Used?
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As a health communicator, you craft health and safety messages that can
have a profound impact on the public. Using social media, these messages
can reach more audiences and have an even greater impact on the public.
This Guide aims to assist you in translating your messages so they
resonate and are relevant to social media audiences, and encourage action,
engagement, and interaction. It is largely tactical, giving you specific
ways to write for social media channels.
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Although a wide variety of social media tools exist, this Guide will focus
on three specific channels: Facebook, Twitter, and text messages (short
message service, or SMS). For information on other channels, social
networking sites, and microblogs, visit CDCs Social Media Tools,
Guidelines and Best Practices at
http://www.cdc.gov/SocialMedia/Tools/guidelines/.
Social Media and Communication Strategy
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Keep in mind that social media is one tool in a larger communication
strategy. Always consider your overarching communication goals when
developing social media activities.
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As with all media outreach, the keys to an effective social media presence
are to
Identify your target audience.
Determine your objective.
Select the appropriate channel for your message.
Decide upfront how much time and effort you can invest.
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You can learn more about social media strategy in The Health Communicators
Social Media Toolkit at
http://www.cdc.gov/healthcommunication/
ToolsTemplates/SocialMediaToolkit_BM.pdf
OR
http://tinyurl.com/2clpcbm
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