Social Media - State of Michigan



Best Practices for Engaging Around Cannabis Content on Social MediaGuidance for CDC Foundation PartnersThank you for your interest in sharing materials that highlight the health effects of cannabis use. The social media-ready materials provided to you were developed based on the National Academies of Sciences, Engineering, and Medicine report, The Health Effects of Cannabis and Cannabinoids: The Current State of Evidence and Recommendations for Research. This document is designed to help your organization prepare to share these materials on your social media channels and assist you in responding to social engagement.When sharing these materials on social media, we recommend using clear, plain-language messages. Your content should be tailored to fit your organization’s voice and target audiences.It may be helpful to frame social media messages around these key points:We need more information to understand the short- and long-term health effects of cannabis use.Here is what we do know:Cannabis use can affect your mental health.The chemicals in cannabis can get passed from mom to baby during pregnancy and while breastfeeding.Cannabis can affect a young person’s health and well-being.We hope you will find the materials and these best practices useful in your social media outreach around cannabis.Contents TOC \o "1-3" \h \z \u Social Media Engagement Policy Guidelines PAGEREF _Toc517361804 \h 2Social Media Response Decision Tree PAGEREF _Toc517361805 \h 4Sample Messages for Responses to Audience Feedback PAGEREF _Toc517361806 \h 5Social Media Engagement Policy GuidelinesSocial media is a powerful tool for sharing public health information and engaging audiences in discussions around public health issues. Audience feedback on public health resources and materials can be valuable in shaping future outreach. However, negative comments and inappropriate posts can distract audiences from the purpose of your social media and stifle conversation. Defining the rules of social media engagement in a thoughtful social media engagement policy helps to facilitate productive dialogue and interactions between your organization and its audiences.It is important for your organization to develop and publicly share a social media engagement policy because it:Establishes expectations for your audiences in terms of what types of comments are appropriate and welcomed by your organization;Provides transparency for audiences on how comments and feedback on your social media will be addressed; andProtects your organization and provides clear guidelines for your staff on how to address different types of engagement.To meet these objectives, a social media engagement policy must address the purpose of an organization’s social media pages and whether comments will be reviewed and moderated by the organization’s staff. The policy should also clearly define what types of comments are prohibited from the page, as well as how those comments will be addressed by the organization.The social media engagement policy should be shared publicly so that your audiences can refer to it when engaging with your social media channels. Your organization may want to post the social media engagement policy on your website. That link can then be shared on your social media pages. You can also post a social media engagement policy directly on your social media channels, such as in the “About Us” section of your Facebook page. When first introducing a new social media engagement policy, it is helpful to pin the post (Facebook or Twitter) sharing the policy so it can remain highly visible on the page for an extended period of time.We provide here an example of a social media engagement policy that can be used if your organization does not already have an existing policy in place. This sample policy can also be used for reference when reviewing and updating your organization’s current social media engagement policy.Sample Social Media Comment PolicyThe purpose of [organization’s name] social media channels is to [summarize organization goals/mission; e.g., share information and resources to protect and improve the health of our community]. Our goal is to share information with as many people as possible and encourage discussion that builds understanding of our issues. We encourage you to share your comments and questions in a respectful manner.Our staff reviews all comments on [organization’s name] social media pages. We expect that participants will treat each other and our organization with respect and dignity. [Organization’s name] does not agree with or endorse every comment or reply that people ments will be removed if they:Use profane, vulgar, or abusive language; personal attacks of any kind; offensive terms that target specific ethnic or racial groups, gender identities, or sexual orientations.Engage in aggressive behavior.Contain misleading or false information.Promote services or a product.Infringe on copyrights.Use spam, are off-topic from the content or post, or repeatedly share identical or very similar content.Include inappropriate links or images.Use language that is inappropriate or objectionable, as determined by [organization’s name] social media team.Individuals who repeatedly violate this policy will be blocked by [organization’s name] or reported to the social media platform for review. We may not see every inappropriate comment right away, and we are trusting in the maturity of our community to ignore personal attacks and negative speech or respond politely. [Organization’s name] reserves the right to modify this policy at any time and expressly reserves the right to remove comments from its pages.Social Media Response Decision TreeThis decision tree is designed to help guide partners on how best to respond to comments and feedback on materials that address cannabis use and its health effects. Sample responses are provided in the next section of the document to assist your organization in developing messages based on the feedback scenarios presented in the decision tree.Type of Comment ReceivedRecommended Action4032250835025OR00OR-33655070485Sample Messages for Responses to Audience FeedbackAs cannabis use is a highly debated topic in the public discourse, comments and feedback on these materials are expected. We reviewed social media conversations around cannabis use and its impact on health to better understand the types of comments and feedback you may receive on these materials. Most of the comments and feedback found on similar resources were from individuals sharing their personal opinions and experiences with cannabis, but they did not directly address or ask questions about the content that was shared. The negative feedback that we examined on content about the health effects of cannabis was largely centered on the source of the research, who funded it, and whether it was a high-quality, valid study. We anticipate that your organization may receive similar responses when sharing these materials.Based on the social media decision tree, we have provided some examples below of potential questions and comments from each engagement scenario, along with sample messages to use in responses. Partners can use their own web links in responses or share the link to the National Academies web page for the report: hmd/Reports/2017/health-effects-of-cannabis-and-cannabinoids.aspx.Partners are encouraged to use the language below as a starting point for their response. We have highlighted places in the text where you may consider tailoring your response based on your priorities, the material shared, or your preferred word choice.-28575289560Post contains statement or comment that is positive regarding materials.00Post contains statement or comment that is positive regarding materials.Suggested response to positive comments or feedback (Tailor the highlighted content to match the term used in the individual’s statement or comment):Thank you for your comment. We are glad you find this resource informative. To learn more about the report and its findings on the health effects of marijuana/cannabis use, please visit <web link>.-25400265430Post contains question regarding materials, possible to answer factually.00Post contains question regarding materials, possible to answer factually.Sample question: Where does this information come from?Suggested response (Tailor the highlighted content to match the term used in the individual’s statement or comment. You can also tag accounts based on the platform you’re using):The information comes from “The Health Effects of Cannabis and Cannabinoids,” a report on current research on marijuana/cannabis use and its impact on people’s health. It was developed by the nonprofit [@theNASEM/the National Academies of Sciences, Engineering, and Medicine], which provides an independent, objective analysis: question: These materials use words like “can,” “may,” and “likely,” so do you really know that there are any negative health impacts from cannabis use?Suggested responses (Tailor the highlighted content to match the material shared and the term used in the individual’s question):The report found marijuana/cannabis does pose some harms—particularly for women who are pregnant or breastfeeding. When a pregnant or breastfeeding woman uses marijuana/cannabis, the chemicals in the drug are passed on to the baby. Learn more from the report at <web link>.0910590Post contains statement regarding materials that is inaccurate.00Post contains statement regarding materials that is inaccurate.We need more research to understand the short- and long-term health effects of marijuana/cannabis use. Based on what we do know, marijuana/cannabis use affects the brain, especially the parts responsible for memory, learning, and attention. Learn more from the report at <web link>.Sample comment: It’s safer to use cannabis for anxiety/depression/bipolar disorder than to use pharmaceutical drugs.Suggested response (Tailor the highlighted content to match the material shared and the term used in the individual’s statement or comment):Research shows marijuana/cannabis can affect your mental health. For example, heavy users are more likely to report thoughts of suicide than nonusers. If you’re using marijuana/cannabis to help deal with a mental health problem, talk to your doctor. Learn more about potential risks at <web link>.Sample comment: It’s safe to use cannabis while you’re pregnant if you don’t smoke it.Suggested response (Tailor the highlighted content to match the term used in the individual’s statement or comment):Research shows regardless of how you use marijuana/cannabis, chemicals from the drug can get passed on to your baby. Using marijuana/cannabis during pregnancy may cause a baby to weigh too little. Learn more here: <web link>. ................
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