LinkedIn to Promote an Academic Journal and Advance Public Health Practice
Recorded On: 09/16/2021
Health Promotion Practice (HPP) Journal began experimenting with social media for the promotion and dissemination of journal and parent organization content a few years ago. The success of Twitter in driving traffic to journal content soon led Editorial Board leaders to explore other social marketing platforms for the promotion. Fortunately, a strong association with San Jose State University’s department of public health and recreation provides the opportunity to recruit student interns to assist in managing the growing social media presence.
In the spring and summer of 2020, HPP recruited a large number of interested interns, and the timing felt right to further explore LinkedIn and the development of a social marketing strategy for the platform. The authors thus undertook a phased project to officially launch HPP on LinkedIn; including background research, creating a company page, intern and editorial board buy-in, and an approach and schedule to posting. After the implementation of the company page, the intern was in charge of posting to LinkedIn until her internship hours were completed in late September of 2020.
This presentation further discusses the planning and implementation phases of the LinkedIn social marketing project, as well as the activity of both the LinkedIn page and individual posts. Five months of activity data collected from the LinkedIn page will be analyzed and results will be discussed in relation to the goals of the project, including both successes and challenges of setting up and maintaining a promotional presence for an academic journal on LinkedIn.
1) Describe at least two best practices for posting & interacting with a company page on LinkedIn.
2) Analyze professional opportunities and challenges for maintaining an active presence on LinkedIn.
Melissa Wilkins, MPH, CADC-II, CCPS
County of Santa Barbara, Department of Behavioral Wellness
Melissa Wilkins is a Project Manager for the County of Santa Barbara, Department of Behavioral Wellness. With over 15 years of experience in the field, Melissa has managed a number of programs to address health disparities including substance use prevention and treatment programs. She has received her MPH from San Jose State University and is passionate about addressing population-level health through advocacy, collaboration, and relationship building. She currently facilitates county-wide training to promote the implementation of evidence-based practices and successfully managed the transition from in-person training to web-based platforms in response to COVID-19.
Vanessa Silverstein, MPH
Community Education Coordinator
Hospice of Santa Cruz County
Vanessa Silverstein is the Community Education Coordinator at Hospice of Santa Cruz County. In her role, Vanessa educates the community about end-of-life care through community events, workshops, and collaborations with local faith communities. She holds a Bachelor's degree in Sociology from the University of California, Berkeley, and a Master of Public Health degree from San Jose State University. While earning her MPH, Vanessa interned at Health Promotion Practice Journal and contributed to social media management including the development of the organization's LinkedIn presence. She has 10 years of experience in the nonprofit and social services sector with a background in program management, partner building, and health promotion. Vanessa is passionate about empowering individuals and communities to lead fulfilling, healthy and joyful lives.