using social media to reach african americans...37% of black men, 46% of black women age 20 and over...
TRANSCRIPT
Using Social Media to Reach African Americans
Higher Disease Rates Elevate Importance
HYPERTENSION
44% of AAs US Pop vs. 27% of general population
HIV AND AIDS
Blacks account for about half (49%) of the people who get HIV and
AIDS, despite being only 14% of US Population (almost 600% greater
than US population)
DIABETES
4.9 million (an increase from 3.7 million in 2007), or 18.7% of all African
Americans, aged 20 years or older, also have diabetes (about 2X more
likely than Whites).
HIGH CHOLESTEROL
37% of Black men, 46% of Black women age 20 and over have levels
over 200.
OVERWEIGHT AND OBESITY
79.8% of Black women and 67% of Black men are overweight. AA Men
index at 111 for Obesity, Women index at 166
ASTHMA
In 2004, 3.5 million Blacks had asthma. Blacks have the highest
asthma prevalence of any racial/ethnic group. 36 percent higher than
that for Whites.
U.S. Department of Health and Human Services
African American Consumers Online
Social Media Usage
69% of Black Consumers are on Facebook
26% of Black & 19% Hispanic Consumers are on Twitter
23% of Black & 18% of Hispanic consumers use Instagram compared to 11% of whites
Internet Usage
In 2011 there were 23.9 million AA internet users
68% of AA mothers are more likely read articles online
44% visited a Health, Fitness & Nutrition site
Nielsen, NetView Total (July 2011), Pew Internet and American Life Project 2010
African American
Consumers & Mobile
33% of all Black consumers own a smart phone
41% of Black consumers access the internet from their smart phones
37% use their mobile phones for social networking sites
43% utilize their smart phones for email
THE STATE OF AFRICAN-AMERICAN CONSUMERS, Nielsen, September 2011
BDO’s Total Audience Reach
August 2014
Total Uniques
BlackDoctor.org 4.6 Million 2.2 Million
Facebook 7 Million 7 Million
(Average Time on BDO 12 min.)
TOTALS 11.6 Million 9.2 Million
Compare Health Sites BDO has the most Facebook Likes by far!
10.08.14 Facebook
Facebook Insights
3.1M Total Reach
Showing data from 09/17/2014 – 09/23/2014
4,811,876
HOW TO ENGAGE YOUR
AUDIENCE VIA SOCIAL MEDIA
I. Experiment with the: Timing, Audience,
Visual of each post to increase engagement
New picture
New caption
II. Use Your NETWORK!
Many times, we have people in our own
network of friends & family that give us
topics, ideas, and subjects that can
engage your audience.
Using Your
NETWORK
III. Be Aware of Facebook Guidelines
Facebook changes daily!
How posts are rendered
Font choice
Link display
Security guidelines
Brand page guidelines
You need to be aware of all of these!
Facebook Guidelines
I. Make Your Tweet RT-Friendly
Instead of taking up all 140 characters of each tweet, keep it down to under 120.
A person is 9 times more likely to RT something if they do not have to edit it.**
A person is 5 times less likely to click on a link in a tweet in order to read
more.**
Source: HubSpot.com
II. Change Your Profile Picture
We received roughly 20% more engagement by simply
changing our profile picture. It lets people know that you’re
there. You’re ALIVE!
III. Leave Them Hanging!
When a tweet does really well (has a ton of RTs and responses),
leave it in your timeline for awhile before posting something else.
This is for those people who may follow you, but don’t always know
how awesome you are. Leaving a great tweet hanging allows them
to see all of your awesomeness without scrolling through your
timeline.
I. Add Subtitles
Since March 2010 auto-captioning has been available to all YouTube
users, so there's no technical excuse not to. Doing so adds captions for
the hundreds of millions of hearing impaired folk across the world,
ensuring your content is accessible to anyone who'd like to watch it.
Unlike the major networks, your YouTube doesn’t have
viewers that are readily checking your channel for new
content. You need to promote it…everywhere.
“One of the biggest failures of any YouTube Channel is to post
a video and leave it alone.”
-- Forbes
II. Remember, You Are Not ABC, CBS
NBC or Fox
III. Cross Promote Your Other Videos at
the Beginning of Existing Videos
“RoomieLoverFriends” being promoted before “Hello Cupid” episode
Cross Promote Your Other Videos at the
Beginning of Existing Videos
“Hello Cupid” being promoted before “RoomieLoverFriends” episode
QUESTIONS?