What does it take to build and Online Community? Using Social Networking to Promote the Physical Activity Guidelines Ana Tellez, APTR eHealth & Policy Fellow Office of Disease Prevention & Health Promotion (ODPHP) U.S. Department of Health & Human Services August 13, 2009

Trends and Statistics Social Networking Sites & Online Communities

Social Networking Sites &

Online Communities

SNS Trends and Statistics One in three Americans have a profile on a Social Networking Site . 75% of online adults between ages 18 and 24 have a social network profile, as do 57% of wired adults between 25 and 34. Top 3 social media sites in 2008: Blogger (222 million unique worldwide visitors) , Facebook (200 million unique worldwide visitors) , and Myspace (126 million unique worldwide visitors).

One in three Americans have a profile on a Social Networking Site .

75% of online adults between ages 18 and 24 have a social network profile, as do 57% of wired adults between 25 and 34.

Top 3 social media sites in 2008: Blogger (222 million unique worldwide visitors) , Facebook (200 million unique worldwide visitors) , and Myspace (126 million unique worldwide visitors).

First and Last Graph Different social networks have a greater appeal for different age groups… – MySpace – – Facebook – – Flickr – – LinkedIn –

Different social networks have a greater appeal for different age groups…

Characteristics of an Online Community They are continuous, not temporal - there is a core membership that interacts together over a long period of time. Communities gather around a concept or common goal. Communities take on various conversations and activities, led by different members over time. People within communities get to know each other and interact regularly without centralized facilitation. Community leaders emerge over time

They are continuous, not temporal - there is a core membership that interacts together over a long period of time.

Communities gather around a concept or common goal.

Communities take on various conversations and activities, led by different members over time.

People within communities get to know each other and interact regularly without centralized facilitation.

Community leaders emerge over time

Examples of Professional Online Communities Jewelers & Consumers IT professionals Education & Training Professionals

Nancy White, in Online Communities “ Because of the socially constructed nature of learning, communities of practice go far beyond mere information exchange. Members take risks to share both their knowledge and challenges. Reputation places a person in either the core or periphery of a group. Social capital is the currency. Trust, identity and the influence of leadership all affect a learning community.” (White, 2003)

“ Because of the socially constructed nature of learning, communities of practice go far beyond mere information exchange. Members take risks to share both their knowledge and challenges. Reputation places a person in either the core or periphery of a group. Social capital is the currency. Trust, identity and the influence of leadership all affect a learning community.” (White, 2003)

Reflections Be Active Your Way Online Community

Be Active Your Way Online Community

Our Vision Providing a virtual space for our Supporter Network to: Network (across geographic regions and interests) Share information (best practices, lessons learned) Collaborate (leverage resources) Innovate ( develop new promotion strategies) Obtain news and information from across the federal government on physical activity

Providing a virtual space for our Supporter Network to:

Network (across geographic regions and interests)

Share information (best practices, lessons learned)

Collaborate (leverage resources)

Innovate ( develop new promotion strategies)

Obtain news and information from across the federal government on physical activity

Our (iterative) Process Develop functionality requirements Conduct user-testing (2 rounds) Conduct a pilot with a cohort of established contacts Develop some more!

Develop functionality requirements

Conduct user-testing (2 rounds)

Conduct a pilot with a cohort of established contacts

Develop some more!

Functionality = Features Planned Individual (and searchable) profiles Library of resources (for and by users) Blogs (for and by users) Message boards Wiki Calendar of events Identified after pilot Inmail – private messages between members More multimedia

Planned

Individual (and searchable) profiles

Library of resources (for and by users)

Blogs (for and by users)

Message boards

Wiki

Calendar of events

Identified after pilot

Inmail – private messages between members

More multimedia

Taking a Peek at our Pilot

Taking a Peek at the Profiles

Lessons Learned Need to invest a LOT of time early on Usability / features just right Purpose / content drivers Users have certain expectations of Social Networking Site features Features Privacy options Multiple points of access Content and context management is key

Need to invest a LOT of time early on

Usability / features just right

Purpose / content drivers

Users have certain expectations of Social Networking Site features

Features

Privacy options

Multiple points of access

Content and context management is key

Great Potential Opportunity to engage stakeholders in an ongoing basis and on a more personalized basis Opportunity to institutionalize Guidelines in messaging across a wide range of organizations Opportunity to centrally disseminate federal resources about physical activity

Opportunity to engage stakeholders in an ongoing basis and on a more personalized basis

Opportunity to institutionalize Guidelines in messaging across a wide range of organizations

Opportunity to centrally disseminate federal resources about physical activity

Other Social Media Tools E-cards and a widget too

E-cards and a widget too

Healthfinder e-cards

Healthfinder e-cards

Healthfinder e-cards

Healthfinder e-cards

Thank you [email_address] Be Active Your Way!

Thank you

[email_address]

Be Active Your Way!