Leveraging Digital Media in Tobacco Prevention and Control Work

Audience: Health Communicators, Media Relations Specilists

Key Points: There is a growing desire and expectation for tobacco prevention and control partners to harness the power of digital media to advance both campaign and programmatic communication objectives. In 2011, OSH launched the CDC Tobacco Free brand on Facebook and Twitter.  Timely messaging on these platforms proved effective in expanding the reach of and confidence in CDC science and research. To advance the brand, OSH began to implement an engagement strategy designed to leverage on-line partnerships and social networks. CDC Tobacco Free’s voice continues to evolve, as does OSH’s ability to influence the on-line conversation around topics of strategic importance.

Educational Experience: The workshop will allow presenters to share lessons learn from the CDC Tobacco Free brand.  Presenters will highlight best practices for brand engagement and social media from their diverse backgrounds. Presenters will facilitate a group discussion about how to make a compelling case for digital media use with internal and external audiences.  Participants should leave the session with a plan that addresses a specific communication objective/challenge that is brought to the workshop.

Benefits: Participants should be able to:

•  integrate new technologies into their existing communication plans at a levelthat does not exceed their current and future capacity and resources.
• develop campaign and programmatic digital solutions to ensure the consumer’s experience is supported across multiple channels and platforms.
•  demonstrate an understanding of best uses of most common platforms and practices for improved networking and search engine optimization.
•  leverage digital media to enhance earned and paid media efforts.
•  evaluate the effectiveness of digital strategies.