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KIM PORTER
LUCAS BATY
MARIAH MAILANDER
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SOCIAL MEDIA PLAN- PART 1

BACKGROUND/HISTORY

The Behavioral Health Education Center of Nebraska was created by the Nebraska Legislature and founded in 2009, five years after the passing of LB 1083 in Nebraska, which reformed the mental health care system through state and regional leadership. The focus became
maintaining wellness and recovery through resources located close to home, while integrating
the support of families and loved ones. The bill also advocated staying out of the hospital, when
possible, in favor of less expensive supportive services based in the community - thereby enabling continuance of employment and daily family life. The goal of BHECN is to build Nebraskas behavioral health workforce to meet the states needs now and in the future. 88 of Nebraskas 94 counties are behavioral health shortage areas, meaning that they do not have enough
providers to meet the populations needs. Nearly half of the workforce is over the age of 55,
meaning that they will likely retire within the next decade, which will make the shortage worse.
The Behavioral Health Education Center of Nebraska is aimed to serve the purpose of fixing this
behavioral health shortage by doing four main things: recruit, educate, train, and retain. They recruit through their Ambassador program, educate through their support for things such as psychiatric residencies and post-doc psychology interns, train through providing the current workforce
with ongoing continuing education opportunities (both in person and online) and they retain by
reporting on the workforce and identifying where the gaps exists and what causes providers to
leave. Overall, the company is looking for ways to keep people, especially recent graduates, in
the state of Nebraska.
BHECN has made its mark by funding F.A.R.M C.A.M.P., which is a program intended
to identify and mentor rural students who are interested in eventual in behavior and mental health
fields. A bill was recently introduced that would require the BHECN to fund five one-year doctoral-level internships within 12 months of the bills enactment. The number of internships would
increase to 10 within 36 months.

MEET THE BHECN TEAM

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Howard Liu, M.D- Medical Director

Brent Khan, Ed.D- Associate Director
Joe Evans, Ph. D- Associate Clinical Director
Kieth Anderson, M.S- Data Analyst
Robin Bayless- Office Assistant
Kay Glidden- BHECN Kearney Project
Heidi Keeler, RN, PhD- Director of Educational Design
Ann Kraft-Ambassador Program
Jill Westfall, M.P.A- Communications Coordinator
Amy Williams, J.D- Education Coordinator

BHECN MISSION
To enhance the behavioral health of the people of Nebraska by improving the numbers,
accessibility and competence of the Nebraska Behavioral Health Workforce through the collaboration of academic institutions, providers, governmental agencies and the community.

BHECN GOAL
To provide accessible education and training that meet the needs of employers, behavioral health professionals and consumers. In the process, it will provide first rate, inter professional education services which satisfy the continuing education requirements for licensure and
certification.

BHECN PURPOSE
To support the recruitment, retention and increased competency of the state's behavioral
health workforce. To meet this purpose, we will need to collaborate with partners, listen to our
stakeholders, identify resources and barriers, and include consumers and their families in our
work.

SOCIAL MEDIA FOOTPRINT

The Behavioral Health Education Center of Nebraska has a very small social footprint,
meaning that they have yet to really get their name out there through the use of social media. The
company does not have any advertising of any kind (radio, TV, internet, etc.) and is looking to
find progress on getting a social media presence up and running. The company has a YouTube
account, but only one video has been posted. It can be found at http://www.youtube.com/channel/UCjAQXdWX0Xwu48ZHHOfzFMA. A twitter account was created in September of 2013,
but has not seen any usage by the company. The account has five tweets and ten followers. The
account can be found @BHECN1. The last tweet from the account occurred in December of
2013. A Facebook group had existed a few years ago, but was actually a personal profile with
two staff friends that has since been deleted by the communications coordinator, Jill Westfall.

TARGET AUDIENCE/DEMOGRAPHICS
There are a few target audiences for BHECN. The first is students at the high school, college, or graduate levels and are interested in behavioral health careers. The second is Nebraskas
current behavioral health workforce, especially through our trainings. The final target audience is
the UNMC Administration and Legislature as their funding source.

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CURRENT SOCIAL MEDIA ISSUES
There are some standing issues with the companys Facebook and Twitter account pages.
The issue with the Facebook page is that when it was deleted, another page was never again
made. Making a new page for the company could be crucial in getting the companys name, and
what they are aiming to do out there and more recognized. The issue with the Twitter account
page is that is has few followers, and very few tweets. Many of the five tweets were aimed at
spotlighting the newsletter and announcements about upcoming events. If the company aimed at
tweeting about the newsletter as well as posting links to the new upcoming website, they will see
more traffic to both their Twitter page as well as their website. They also need to make sure that
the Twitter page and new Facebook page have constant updates on them. The current Twitter account has not been tweeted from since December of 2013.

COMPETITION
As far as competition goes, the company has few competitors. They have some competition as a provider for training with some of the Behavioral Health Regions and the DHHS-Division for Behavior Health, but there is enough need for these types of companies that the competitions do not serve a large threat to the success of BHECN.

GOAL OF THE SOCIAL MEDIA PLAN

The goal of this social media plan is for the Behavioral Health Education Center of Nebraska is to raise awareness of who the company is, what they do, and how others can get involved through the use of social media. The existing social media accounts for the company are
having trouble reaching many people. Since the company plans on redoing its website within the
next year, it is important to get an increased flow of traffic to the new website.

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SOCIAL MEDIA PLAN-PART 2

GOALS AND STRATEGIES FOR IMPROVEMENT

GOAL 1 GETTING MORE INVOLVEMENT THROUGH REDESIGNING OF THE WEBSITE.
Communications Coordinator, Jill, was unsure of who exactly the target audience is and
has been going back and fourth on who to target. We think the best target audience would be
anywhere from young children to elderly adults. Because its a Hospital organization in Behavioral Health and Education Center, any age is important to target because everyones health is
important. It may be more important to target the age range that use a computer, smartphone or
tablet. Some of the young children may not use or know how to use devices, same with elderly
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adults. The younger age group may also not be able to read yet. So our target audience could
roughly be male or females between the ages of 16 and 70.

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STRATEGY-RECREATE AND IMPROVE THE WEBSITE TO PROMOTE THE COMPANY NAME

The best thing to start on is how we want the new website to look and trying to reach the
target audience by doing so. After creating the new website, its crucial to get the social media
sites up and running. Because so many people now-a-days are connected through social media,
its important to get our profiles up and running to best spread news that way. The social media
sites will help communicate to those users to inform them about the new upcoming website.

ACTION PLAN
CREATING SOCIAL MEDIA SITES AND GETTING THEM UP AND RUNNING
First, we need to establish, aside from the website, social media sites that are popular and
that members use now. Facebook, Twitter, Instagram, etc. are all sites that the company should
consider to get up and running. These can help spread by word of mouth more about the company and its new website, upcoming events, contact information and just daily news. Establishing
these is important to help take action to fulfill our goal and spreading word about the new upcoming website

POSTING LINKS ON FACEBOOK TO INFORM ABOUT THE NEW WEBSITE

Doing this will help increase awareness of the new website and also help get more people
involved in the company. Jill had mentioned that its one of the bigger projects for the future and
hope to redesign the layout. By doing this it will help bring awareness to the company. We will
also need to take action by being more involved with the Facebook, Twitter and YouTube pages.
This will help spread the word about the new website, too. The link would link to the new website for visitors and members to click on the link to take them directly to the new website. While
providing it on Facebook, this will help spread the word faster since there are so many users on
Facebook and other social media sites.

THE EXAMPLE TO THE LEFT EXEMPLIFIES THE KIND

OF POST THAT COULD HELP BHECN GET THEIR
NAME AND WEBSITE MORE RECOGNIZED.

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POSTING LINKS AND FLIERS ON FACEBOOK

Posting links and fliers, or infographics, on Facebook will help spread the word about the
group. It can get the name out there and hope to bring in new members, too. This can help give
contact information, event sign-up sheets, and other information that would pertain to the group.
These can also be posted on the website itself.

STRATEGY- MAKING PEOPLE FEEL COMPELLED TO BE MORE AWARE ABOUT THEIR HEALTH
CREATE SUBSRIPTION TO NEWSLETTERS FROM THE WEBSITE
This will help create a client list that will receive a newsletter of upcoming events, news
of the group, etc. This could also make it easier for some to receive this information as print
piece or digital piece. A newsletter could come as an email of a copy of what the print would appear like. The print can be sent to your home or could be printed off from the website. This will
be nice because some members are tech savy like other members. Also, information about health
tips or guides could be included in the newsletter so the people are more aware of health issues.

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THE EXAMPLE TO THE LEFT EXEMPLIFIES THE KIND OF NEWSLETTER THAT

COULD HELP BHECN GET THEIR NAME
AND WHAT THEY DO MORE RECOGNIZED.

CREATING VIDEOS FOR THE YOUTUBE PAGE ABOUT CURRENT EVENTS, HEALTH ISSUES, ETC.
Creating a simple one two minute video about health concerns, issues, or facts could
also help create awareness. Health is very important and everyone needs to stay informed on
ways to keep healthy, live a healthier lifestyle, health concerns, etc. These videos could be posted
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on the website to the YouTube page, or also sent in the digital version of the newsletter. The
YouTube clips dont have to be long, but long enough to get the point across. They can even be
of employees with small announcements. Anything to inform the audience.

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https://www.youtube.com/watch?v=SuU-5toGJVM

GOAL 2 CREATE COMMUNICATION STRATEGIES TO GET MORE PEOPLE INVOLVED

Communications Coordinator, Jill stated that communication is the key to keep the audience engaged and informed. BHECNs work is about relationships one-on-one outreach has
been the best strategy to date and there isnt really an audience that we struggle to reach that
way, Jill said. To reach this goal, we will need to help keep the audience informed and let them
know they are more than happy to sit down and talk with them if they have any questions.

STRATEGY- POST TO SOCIAL MEDIA SITES, NEWSLETTERS, AND THE WEBSITE

In order to reach this goal, we want to try to inform as much as possible about the website
and the group itself. Posting anywhere we can to get the word out there will help in every possible way.

THE EXAMPLE BELOW EXEMPLIFIES THE KIND OF TWEET THAT COULD HELP BHECN GET THEIR NAME AND UPCOMING EVENTS AND
CONFERENCES MORE RECOGNIZED.

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ACTION PLAN
INCREASING AWARENESS ABOUT THE GROUP BHECN
To increase awareness, we want to spread the word about the group BHECN. We could
ask local businesses to hang fliers in their building or offices to help new viewers become
aware of the group. Posting around the town or city will help gain new visitors and also
informing current visitors about the group.

POSTING PHOTOS, VIDEOS, NEWSLETTERS, BLOGS

Posting as many photos, videos, newsletters, blogs, etc as possible will help inform, too.
As stated above, posting a small video clip to the website, Facebook Page, Twitter post, or a blog
will help inform and also alert the audience of upcoming events, current health issues, etc. Its
important to alert the audience with breaking news or current events taking place at BHECN.

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SOCIAL MEDIA PLAN-PART 3

MEASUREMENT
BASELINE OF BEHAVIORAL HEALTH AND EDUCATION CENTER OF NEBRASKA
After implementing a social media plan, the last step is measurement. This means measuring engagement on social media sites, measuring increases in newsletter subscriptions, measuring traffic to the newly designed website, etc. In order to find a measurement, a baseline must
be created first. A baseline documents a normal year. The baseline right now is an obsolete website, an under used Twitter and YouTube account, and no Facebook account. The current website
has no existing links to social media accounts and is quite hard to operate because the layout of it
is confusing. To create a new baseline, new social media accounts for the company will have to
be made and tracked. The website will also have to undergo some construction. After implementing a new website with links to the newly created social media sites at the bottom, we can
begin to measure a number of things. We can take the number of previous views on the past website and compare them to those of the new website layout. It is expected that the views go up by
at least ten more views each month. The views will begin to rise because of the constant tweeting
and Facebook posting that will take place (as stated in Part 2) to promote the website. The number of followers and friends on the social media sites can also be measured. The current Twitter
page for BHECN only has five tweets and 10 followers. The increase of the number of tweets
and followers for this page can be measured over time as well. Because the Twitter profile will
be putting out tweets promoting the company and checking out the website, getting more people
to view the Twitter profile, will result in an increase in the number of website views which could
also result in an increase in the number of newsletter subscriptions, interest in the programs offered, YouTube video views, etc.

ACTIVITY TIMELINE
After establishing a baseline of records for a normal year, its important to also create an
activity timeline to accompany the baseline to document the activities that go on in the company
during a normal year. Several PR events happen in the course of the normal year that could increase the number of followers on Twitter, friends on Facebook, newsletter subscribers, YouTube
viewers and influx in website views. By using the social media plan, the company will be able to
find which events will have an affect on making these things happen, and what PR and marketing
events work best. This will show the company what events were popular because of social media. Measuring the results of the social media plan, the company will be able to figure out what
could be attributed to other marketing strategies and what can be attributed to social media in
general.

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SETTING UP A SCHEDULE TO MONITOR POSTS AND MEASUREMENT

It is important that once BHECN gets their new website, new Facebook page, and
Twitter page up and running that they have someone that is in charge of monitoring the sites. It is
extremely important that the company regularly checks up on the growth of its social media. The
pages should be updated and measured for growth on a daily basis as social media is constantly
changing, and can change in just one day. By monitoring the sites daily, a chance to grow as a
company also becomes available. Monitoring the sites daily can offer feedback from followers
and friends on these sites that can be used to better the company. BHECN will get a chance to
hear from people what they are doing a great job of, and what they can strive to make better
within their company. Setting up a designated schedule to check social media and finding a designated person to post for the company will help growth. Implementing the social media plan
will now show success for the company overnight, and should not discourage the company from
continuing to use social media. Social media is the way to success and slowly, but surely will
show as success rate and increase in website traffic, newsletter subscriptions, etc. for Behavioral
Health Education Center of Nebraska.

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HOW TO MEASURE PLAN GOALS

It is important to keep track of your current social media status so that you are able to
measure change over time after implementing your social media plan. Above are two small example charts of to maintain so that you may track trends in activity regarding your social media
status. The two charts differ in the the fact that one chart is tracked monthly, while the other
chart is tracked on a weekly basis. Using either chart of choice, at the end of each week or
month, the information can show the company a rise in change. The company can then look at
the things that they did, posted, or talked about during that time period and use that to their advantage. If the company sees little to no change in the time period that they were tracking, they
can note that what they were doing showed no change, and they can begin to post about other
topics. They are then able to see what types of posts and links became popular and caused the
social media status to increase. They can continue to use these posts to their advantage to continue increasing their social media status. There are also several websites such as DataSift, and
Klout that the company can use to track how they are doing. It is extremely important that the
company measures their social media status in regular intervals. This will help them get the best
grasp of what works and what does not work.

CRISIS MANAGEMENT PLAN

A crisis management plan must be implemented so that the company knows how to handle any tricky situations that may arise. This plan works through how to handle each tough situation properly and who has the responsibility of posting during these times.
In order to put a proper plan in place, it is crucial to consider possible situations of crisis
that could arise that would cause the need for certain responses. The could be situations such as
an inappropriate posting on the companys sites from a follower on Twitter, a friend on Facebook, a BHECN YouTube subscriber, etc. The company needs to know how to properly respond
to these kinds of posts and who is allowed to respond to them. This could be handled by deleting
the comment or responding in a positive way. For example, if a twitter follower tweeted
@BHECN1 with a comment such as Your website is too hard to navigate the company may
respond with something positive by tweeting back and saying Were sorry you feel that way.
We have aimed to fix that problem over the past few months and we have recently finished crating a new website. Our new website is full of new links and was designed specifically for better
navigation. Check it out at www.unmc.edu/bhecn. This is just an example of the types of crises
that the company may run into while using social media. The way that you decide to handle
crises such as this one will determine the success of your company as well as the success of your
social media status. During these times, it is crucial to have specific people in charge of the posting. These people should be trained on what types of things to say during certain situations and
their contact information should be given to the entire company. Giving the contact information
for these individuals to each member of the company will ensure that those responsible for posting are always informed of the instance and are able to react to the crisis immediately.

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NEW WEBSITE PROPOSAL

Below are two views of the website. The left view is what the current BHECN looks like.
The right view is what the new website proposal looks like. The new website features links to the
new social media pages that will be created, an easier navigation, and a more likable layout.
Switching to the new website could bring great success to BHECN and its social media site status. The new website view will be similar to the UNMC website (as shown as example on right).

OLD WEBSITE VIEW

NEW WEBSITE VIEW

This new layout above will help spread the word

about BHECN and will be easier to navigate. The
bottom of the website will now show links for its
new Facebook, Twitter, and YouTube accounts.
The company may choose to add other accounts
to link such as Pinterest and LinkedIn.

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