Redefining Teen Health Communications through Social MediaTrish Eitel, PhD & Caitlin DouglasOgilvy Public Relations WorldwideAugust 2009

BackgroundHistorically, health education and prevention programs targeting youth relied on adult influencers as the key delivery channels.

The Challenge: Teens Strive for IndependenceDevelopmentally youth are at a stage where they are establishing their identities and asserting their independence—predisposes them to resist messages communicated through adult influencers.

Direct Communication is Vital to Behavior ChangeCommunicating DirectlyAllows them to assert their independence and decision makingPowerfully influences the decisions they are making for themselvesPrevents any ‘reactance’ they may have when receiving messages from adultsPromotes campaign ‘word of mouth’ among their peers

More Opportunities Than Ever BeforeSome 93% of youth (ages 12-17) are online. Almost half of teens who use social networks visit them once a day (26%) or several times a day (22%).Four out of five teens (17 million) carry a wireless device-a 40% increase since 2004. Pew Internet & American Life Project: Teens and Social Media (Dec, 2007)Harris Interactive: Teens: A Generation Unplugged (Sept. 2008)

Social Media Offers More Direct & Effective Communication Amplifying Message Credibility.Messages spread by peer networks gain credibility by virtue of ‘word-of-mouth’ Social media amplifies the power of ‘word-of-mouth’Improved Targeting & Heightened Personalization. Social media networks are tailored to speak to specific audience segments.User-interaction and feedback leads to a heightened sense of ownership of the messageParticular Relevance for Youth-Targeted Programs. Teens are the most tech-savvy generation and have grown up with social mediaBy its nature of peer-to-peer networks, social media reduces resistance to messages increasing receptivity to the intended health message

Messages spread by peer networks gain credibility by virtue of ‘word-of-mouth’

Social media amplifies the power of ‘word-of-mouth’

Social media networks are tailored to speak to specific audience segments.

User-interaction and feedback leads to a heightened sense of ownership of the message

Teens are the most tech-savvy generation and have grown up with social media

By its nature of peer-to-peer networks, social media reduces resistance to messages increasing receptivity to the intended health message

Using Social Media Effectively

Encouraging a Dialogue From: Present Info to YouthTo: Engage Youth In The ConversationIncreases Ownership of the MessageFurthers “Word of Mouth”Enhances Message Credibility

Encouraging a Dialogue Frequent Concerns:Will youth engage in inappropriate dialogue or content?Will youth contributions skew the intended message inappropriately? Will campaign sponsors lose control of the ultimate message? Solution:Content monitoring prevents these issuesContent monitoring needs to be done on a regular basis, and cannot be overly stringent to allow for transparency, or campaign messaging loses credibility

Incorporating User Generated Content Allows youth to see themselves in the context of the campaign, making content more relevant to themAuthenticity of content helps credibilityHelps refresh site content – driving return visits64% of online teens create content online 39% share their own artwork, photos, stories, or videos 33% create or contribute on Web pages or blogs*Pew Internet & American Life Project: Teens and Social Media (Dec, 2007)

Allows youth to see themselves in the context of the campaign, making content more relevant to them

Authenticity of content helps credibility

Helps refresh site content – driving return visits

Appropriate Presence on Social Networking Sites Use social networking sites strategically, not simply to be thereChoose the right social networking site:Myspace vs. Facebook vs. TwitterUltimate benefit: Drives message forward, subtly by reinforcing norms around the campaign issueProvides touch points with your audience where they already are

49,619 Friends“I think what you guys are doing is great :D”“Hey! U guys are really making a difference!”“Thank you for everything you do!”

Provide Applications Can Drive Campaign Forward Give them something that is unique and subtly passes along the campaign message they can forward alongSubtly amplifies the campaign message, and spreads it virally – enhancing credibility

Conclusions/ImplicationsTo be more successful, communications initiatives targeting youth should: Speak directly to youthUtilize channels youth already embrace as their ownSocial media are uniquely positioned to optimize direct communicationEffective social media approaches include:Two way dialogueUser generated mediaStrategic social networking presenceApplications youth can own and share