Appendix IV: Special considerations for social media

When using social media

You may choose to use social media as a campaign dissemination channel depending on your audience. Explore other ways to "spread your message" in Step 7.

Recommendations for social media content related to suicide prevention campaigns:

• Amplify voices of people with lived experiences such as the loss of a loved one.
• Challenge stereotypes and address common misconceptions surrounding suicide by providing accurate information.
• Establish a policy and process for monitoring and addressing negative or harmful comments and engagement. This can include developing a set of "safe language" responses to deescalate and redirect the conversation toward more constructive dialogue.
• Understand social media platform guidelines and policies to promote adherence. Some social media platforms use automated systems to flag words or phrases related to suicide prevention as harmful or upsetting. Using alternative words or neutral phrases can convey the message and make sure that you can reach the intended audience.
• Approach the content with sensitivity and provide content warnings where appropriate. This helps people decide if they want to engage with the content.
• Plan for time throughout your campaign to review how your social media choices are performing. Trends in social media consumption change often. This data can help you keep up to date on ongoing dialogue and inform your campaign's content.
• Encourage users in your online community to report concerning content related to suicide prevention, such as offensive language or threats, to help maintain a safer online environment.

Social media influencers may have the reach to engage large and/or niche audiences. Consider these steps when engaging social media influencers:

• Identify relevant influencers who align with your campaign's goals, values, and campaign audience. Review the influencer's past content and other online information. This will help you determine if there are any areas where values donot align. Consider the risk to your agency if you perceive an issue and decide if you will go forward or not.
• Reach out to influencers through direct messages or emails to initiate a connection. Prepare to:
  • Explain the purpose of your campaign
  • Share how their involvement can make a difference
  • Identify benefits for their time and effort
  • Ask about fees
  • Assess potential impact based on their metrics

• Clearly communicate campaign objectives, key messages, and specific guidelines or requirements for content creation. You may have limited control over the final product they create so establish expectations up front to minimize misalignment.
• Maintain ethical standards as you collaborate with influencers and other partners.
• Be transparent by disclosing any paid partnerships or sponsorships between your organization and influencers/partners.
• Request an opportunity to review influencer-generated content before it goes live to ensure it aligns with your messaging guidelines.