2. Using social media to support your organisation’s Dry January campaign

3. What we’ll cover Consistency: –Brand –Message Frequenting your audience’s local Platforms Evaluation

4. The overall social media aim: Provide online encouragement that starts conversations. Secondary aim Help NHS staff find and contribute to online communities of support.

5. Consistency: Message Good

6. Consistency: Message Booze is bad for you You drink too much Are you setting a bad example with your drinking? Are you worried about your drinking? As your employer we want you all to drink less Bad

7. Consistency: Brand Good

8. Consistency: Brand Bad

9. Frequenting your audience’s local Which social media platforms do your staff use? Go to where they are already talking. If you don’t know where this is, this is your chance to find out. Ask ward leaders where staff swop shifts and find out when they are getting paid each month, go there!

10. Platforms used by Alcohol Concern

11. Platforms Use the ones you and your Trust currently uses Don’t feel pressured into using all of them, but… You can link to the ones you and your Trust don’t use in case your staff do use those channels (e.g. Pinterest).

12. Images are great across all platforms Text with images and videos alongside it gets more engagement than just text Use images and videos whenever you can when sharing content about Dry January The Dry January logo alongside text is better than text alone.

13. Facebook Do Post about the challenge on your Facebook page Congratulate people who tell you they are giving it a go Support people who are struggling Regularly post updates before and throughout Dry January to promote the challenge and start conversations: –“The weekend is on it’s way, how are you going to stay dry?” “How did your first week of Dry January go? Have you noticed any differences?” Link to the Dry January Facebook page: https://www.facebook.com/DryJan uary https://www.facebook.com/DryJan uary Promote the expert Facebook Q&As Share Dry January’s page posts Promote the savings and unit calculator apps Don’t Judge. Have an open conversation.

14. Twitter Do Mention the @dryjanuary profile when talking about it (it raises your and their profile) Use the hashtag: #DryJanuary Promote the expert Twitter Q&As Signpost to all of the other excellent Dry January communities and support (Twitter is great at signposting) Use.@ replies if the information is likely to be of use to many of your followers Praise staff who are doing the challenge and use Twitter, on Twitter RT @dryjanuary’s content Don’t Use.@ replies for personal discussions, e.g. offering support to someone who is struggling with the challenge Hyperlocalise your hashtag – no #wolverhamptontrustdryjanuarys!

15. Pinterest Do Post pictures that link onto further information about Dry January – preferably to http://www.dryjanuary.org.uk/ http://www.dryjanuary.org.uk/ Re-pin Dry January content Run a what’s your favourite mug board Don’t Have nice Dry January content alongside another board which has off-message and off-brand information about alcohol on it.

16. Instagram Do Share Dry January’s posts Get out to your staff events and get content for your account, e.g. pictures of staff with the Dry January challenge Don’t Post pictures like this:

17. YouTube A channel to keep an eye on and share relevant videos from if you see any Likely not to be a mainstay of the Dry January campaign or your local campaign.

18. Other Blog about your personal experiences of it You can ask staff to blog/write on the intranet about their experiences too.

19. Evaluation Dry January will help you keep track of the number of staff who sign up Dry January will evaluate use of their social media platforms You should try to keep track of the number of Dry January photos, tweets, posts etc you send and receive in order to see which content gets the most traction. Repeat popular content more often. Set SMART local objectives and use social media to help you achieve them, e.g. “By X th/rd/st January share pictures from our mocktails evening event on our Facebook page”, “Get 30 staff members signed up by January 1 st 2015”