Table of Contents

Health & College Students

Social Media Myths

Branding in Social Media

Social Media Professionalism

Social Media Campaign Plan

Awareness Months
January

February

March

April

10

May

11

June

12

July

13

August

14

September

15

October

16

November

17

December

18

Haylee Walker & Jake Fagenson, 2015

Why is the issue of health important when addressing college students?

There are many diseases and health issues that are important to college students
today. According to the federal website, healthfinder.gov managed by the U.S. Department
of Health and Human Services (2015) almost every month of the year the United States
nationally recognizes a disease or relevant issue in order to promote awareness among
citizens.
Students who want to live healthy lifestyles, feel connectedness and a sense of
belonging can be found at the UREC facility. Ideally social media platforms can be used to
enhance health and fitness knowledge to other areas or in URECs specific case, after
graduation from JMU. UREC strives to encourage students to develop positive habits that
they can take with them when they leave JMU.
This handbook is designed specifically for URECs social media managing staff,
which includes considerations for promoting monthly national issues and guidelines for
the voices behind these health awareness postings.

Haylee Walker & Jake Fagenson, 2015

Social Media Myths

1. Social media will replace traditional media - Traditional media is on the decline and
social media is on the rise. Although true, traditional media is shrinking at a very
low rate, so we can expect it to be around for several more decades. This should not
encourage you to reduce traditional media budgets
2. Good social media must reach millions of people - Even when media with a very
modest reach can be highly beneficial to a company. The success of a campaign
cannot be measured simply by volume. Some highly effective social media
campaigns may only reach a small number of key targets
3. Social media should function independently of traditional media - The goal of social
media and traditional media is the same--to attract customers--and efforts in both
areas can and should reinforce one another

Haylee Walker & Jake Fagenson, 2015

Branding in Social Media

According to Social Media in Branding, brands need to communicate and has been found
that firms doing so online are successful. Listed below are nine goals that URECs social
media branding should aim for:
1. Students are able to build a sense of membership or citizenship with the
organization.
2. Encourage the acceptance and communication of brand values.
3. Encourage the students to engage in dialogue and promote the brand.
4. The dialogue can: help the organization find and maintain a competitive advantage
over local recreation centers,
5. Inform the vision behind the brand and build differentiation,
6. Act as a check on whether the brand is being properly communicated and
understood.
7. The consequences are to: build positive brand associations,
8. Build the perceived quality of the brand,
9. Build greater awareness of the brand to students that it has not yet reached.

Haylee Walker & Jake Fagenson, 2015

UREC Social Media Professionalism

1) Obtain appropriate permission before:
o You refer to or post images of current or former employees, members, vendors,
or suppliers
o You use a third party's copyrights, copyrighted material, trademarks, service
marks or other intellectual property
2) Know and adhere to the UREC Code of Conduct when using social media in reference to
UREC
3) Be aware of:
o The effect their actions may have on their images, as well as URECs image
o The information that you post or publish may be public for a long time
4) Also, be aware that UREC may observe content and information made available through
social media. You should use your best judgment in posting material that is neither
inappropriate nor harmful to UREC, its employees, or users of the facility
5) Prohibited social media posts (but not limited to):
o Commentary, content, or images that are defamatory
o Pornography
o Exclusive UREC information
o Harassment(s)
o Slander
o Anything that creates a hostile work environment
6) If you encounter a situation while using social media that threatens to become
antagonistic, you should disengage from dialogue in a polite manner and seek the
advice of a supervisor
7) If you publish content after-hours that involves UREC or subjects associated with UREC,
a disclaimer should be used, such as: The postings on this site are my own and may not
represent URECs positions, strategies, or opinions.

Haylee Walker & Jake Fagenson, 2015

4-Step Social Media Campaign Plan

1) Determine the objective (What do you want to accomplish?):
o Improve customer service
o Reach new customers
o Collect customer feedback
2) Plan the content (What exactly is the content you want to promote?):
o Humor
o Contest
o Useful ideas/Practices
o Insider knowledge
o Facility updates
3) Distribute & promote content
4) Measure success:
o Volume - total number of likes/followers, new likes/followers, lost
likes/followers
o Engagement - reposts/retweets, likes/comments, engagement rate
o Conversion - signed up for classes or events through UREC website

Haylee Walker & Jake Fagenson, 2015

January

Weight Loss Awareness Month

Health Weight Week

Reasons:

Spring break is right around the corner

Many pressures take a toll on college students health including:

Social and sexual pressure

Temptation of alcohol, drugs and unhealthy food

Challenge of getting enough sleep

Stress from trying to balance classes, friends, homework, job, athletics, and
leadership positions

Possible Posts:

http://www.cdc.gov/family/college/

http://www.cdc.gov/physicalactivity/everyone/guidelines/index.html

How to check for BMI

Dieting as a lifestyle

Drinking less alcohol can help you lose weight

Provide students with a measurable timeline to begin achieving a healthy weight

Haylee Walker & Jake Fagenson, 2015

February

American Heart Month

Teen Dating Violence Awareness Month

Reasons:

More than 67 million Americans have high blood pressure.

People with high blood pressure are 4 times more likely to die from a stroke and 3
times more likely to die from heart disease, compared to those with normal blood
pressure.

The repercussions of teen dating violence are impossible to ignore they hurt not
just the young people victimized but also their families, friends, schools and
communities

One in three students report experiencing some form of abuse, and more than 2/3
never report that abuse

Possible Posts:

Benefits of Steady State Cardio

Benefits of High Intensity Training

High Blood Pressure: Control is the Goal

Reports of College Student Dating Violence

Haylee Walker & Jake Fagenson, 2015

March

National Nutrition Month

National Athletic Training Month

Reason:

Nutrition has a direct link to academic performance

Learning about proper nutrition will help students to maintain healthy lifestyles
Possible Posts:

http://www.nationalnutritionmonth.org/nnm/

20 ways to enjoy more fruits and vegetables

Eating right for a healthy weight

Healthy eating on the run

Eating right on a budget

Athletic Training for March Madness

College Basketball: How they eat

Haylee Walker & Jake Fagenson, 2015

April

Alcohol Awareness Month

Earth Day (April 22nd)

Reason

In college, most students have had experiences with alcohol

Awareness of what alcohol can do to your body can help students make smarter
choices and lead healthier lives

Possible Posts:

How Alcohol is Ruining your Gains

Alcohol Makes you Slower

A Glass of Wine a Day

Information about what 1 drink is: 12oz bottle of beer, 5oz glass of wine, or 1.5oz
shot of liquor (provide links and graphics)

Mentioning Center of Disease Control & Prevention (@CDC_ehealth) in tweets

Worried about your drinking habits? (provide information/links about how

students can learn about drinking in moderation)

Drinking less alcohol can help you lose weight & save money

Haylee Walker & Jake Fagenson, 2015

10

May

Melanoma/Skin Cancer Detection & Prevention Month

National Physical Fitness and Sports Month
National Bike to Work Day (May 15th) - #BikeToWorkDay

Reason:

Summer break is just beginning and the goal is to get students outside and get them
active while at the same time protecting them from the sun

Physical activity can lower risk for heart disease, type 2 diabetes, and some types of
cancer (find a link online that includes a graphic or video)

Bike to work day is an event that falls on various days ranging from city to city;
Harrisonburg promotes this event on the 15th of May
Possible Posts:

Bike to JMU Day (May 15th) - promote #BikeToJMUDay

Interesting Sports from Around the World

Importance of Sunscreen

UREC Fitness Tips: start at a comfortable level, then add a little more activity each
exercise

UREC Fitness Tips: do push-ups and crunches while you watch TV tonight

Can you name 7 benefits of being active?

How much physical activity you need each week

Quick tips for increasing your physical activity with the Be Active Your Way

Haylee Walker & Jake Fagenson, 2015

11

June

National Safety Month

Reason:

Injuries are the leading cause to death for Americans ages 1 to 44. These injuries can
also impact a students ability to stay active and moving

This month is to raise awareness about important safety issues including:

Prescription drug abuse

Staying safe in the summer heat

Possible Posts:

http://www.nsc.org/act/events/Pages/national-safety-month.aspx

Proper Weight Lifting form

Basics of Stretching

Haylee Walker & Jake Fagenson, 2015

12

July

Juvenile Arthritis Awareness Month

Reason:

An estimated 50 million Americans, including 300,000 children, suffer from arthritis

or arthritis-related symptoms thats 1 in 5 people struggling with arthritis pain.
Possible Posts:

Working out with Arthritis

How to prevent arthritis early

Haylee Walker & Jake Fagenson, 2015

13

August

National Health Center Week (second full week of August)

Reason:

For more than 45 years, community health centers have delivered comprehensive,
high-quality preventive and primary health care to patients regardless of their
ability to pay

Community health centers have become the essential primary care medical home
for millions of Americans, including some of the nations most vulnerable
populations.

JMU has an ethical responsibility to support the Harrisonburg community

Possible Posts:

Supporting your local Health Center

Haylee Walker & Jake Fagenson, 2015

14

September

Fruits & Veggies - More Matters Month

Reasons:

Most college students do not eat enough fruits and vegetables

Awareness impacts on health and fitness

Motivate students into adopting healthier eating habits

Possible Posts:

Getting Enough Greens

Haylee Walker & Jake Fagenson, 2015

15

October

National Breast Cancer Awareness Month

Reasons:

A common disease among women

Knowing the causes and preventative measures associated with Breast Cancer
Possible Posts:

Beating Breast Cancer Before it Begins

Checking for Breast Cancer

Haylee Walker & Jake Fagenson, 2015

16

November
National Healthy Skin Month
Lung Cancer Awareness Month

Reason:

Its important to prepare students for colder fall and winter weather that can affect
their skin and aggravate certain conditions with drier air and chilly temperatures.

Every day 432 Americans die of lung cancer

Lung cancer is the leading cancer killer in men and women in every ethnic group
Possible Posts:

Beautiful Skin: All Year Long

Faces of Lung Cancer

A Pack a day

Haylee Walker & Jake Fagenson, 2015

17

December

World AIDS Day (December 1st)

Reason:

1 in 7 living with HIV are unaware of their infection

About 1 in 4 new infections is among youth ages 13-24

Possible Posts:

Whos at risk for HIV?

HIV Testing: The Basics

Lowering your Sexual Risk of HIV

Haylee Walker & Jake Fagenson, 2015

18

Reference Sites:

http://www.healthline.com/health/directory-awareness-months

http://healthfinder.gov/nho/

https://www.charities.org/sites/default/files/2015%20Cause%20Awareness%20
Calendar.pdf

http://www.curearthritis.org/what-is-arthritis/

http://www.hrsa.gov/ourstories/healthcenter/healthcenterweek.html

https://www.aad.org/members/publications/member-to-member/2013archive/november-8-2013/what-can-i-do-to-participate-in-national-healthy-skinmonth

http://www.lungcanceralliance.org/2015%20General%20Lung%20Cancer%20Fac
t%20Sheet%20%20.pdf

http://www.lungcanceralliance.org/get-involved/help-raise-awareness/lungcancer-awareness-month.html

https://www.aids.gov/hiv-aids-basics/hiv-aids-101/statistics/

http://www.cdc.gov/features/heartmonth/

http://teendvmonth.org/2015/

Haylee Walker & Jake Fagenson, 2015

19