Using Social Media for CDC's Mission


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  • CDC Second Life Island features recall and outbreak investigation information with streaming podcasts for adults and children, an in-world notice about the outbreak, and links to CDC information and the FDA database of product recalls.
  • Using Social Media for CDC's Mission

    1. 1. Using Social Media to Meet CDC’s Mission H1N1 Flu Response Jay M. Bernhardt, PhD, MPH @jaybernhardt
    2. 2. 2009 Novel H1N1 Influenza “ In the next influenza pandemic, be it now or in the future, be the virus mild or virulent, the single most important weapon against the disease will be a vaccine. The second most important will be communication .” John Barry, Author of The Great Influenza in Nature (May 2009)
    3. 3. What Influences Health Behaviors?
    4. 4.
    5. 5. Average informed person reads or listens to 7 sources of information daily (Pew, 2008)
    6. 6. CDC Communication Strategy <ul><li>Providing health information when , where , and how people want and need them to inform healthy and safe decisions </li></ul><ul><ul><li>Use customer-centered strategies </li></ul></ul><ul><ul><li>Make information accessible and relevant </li></ul></ul><ul><ul><li>Mix high repetition with deep engagement </li></ul></ul><ul><ul><li>Combine high-tech with high-touch </li></ul></ul>
    7. 7. The Power of Social Media <ul><li>Traditional </li></ul><ul><li>Media (vertical) </li></ul>Social Media (horizontal) Most trusted = People Like Me - Edelman trust barometer Aim for the “Sweet Spot” for Reach & Impact
    8. 8. 2009 H1N1 Pandemic Response <ul><li>Risk Communication Goals: </li></ul><ul><ul><li>Provide timely, accurate, and credible information about the 2009 H1N1 threat and prevention actions </li></ul></ul><ul><ul><li>Increase public awareness, knowledge, and adoption of flu prevention and mitigation recommendations </li></ul></ul><ul><ul><li>Guide public expectations for change and variability related to prevention and mitigation </li></ul></ul><ul><ul><li>Protect public and individuals’ health while minimizing social, economic, and educational disruption </li></ul></ul><ul><li>Strategy: Two-way comm. thru multiple channels and partners and target vulnerable populations </li></ul>
    9. 9. 2009 H1N1 Social Media Response
    10. 10. 2009 H1N1 Web Stats Totals (Apr 22 – Sept 10)
    11. 11. CDC Email Updates <ul><li>232,030 subscribers to H1N1 flu email updates </li></ul><ul><li>5.07 Million H1N1 flu related emails sent </li></ul>
    12. 12. Online Video: YouTube <ul><li>19 videos posted on YouTube </li></ul><ul><li>2.33 Million Views since April 22 nd </li></ul>
    13. 13. Most Popular 2009 H1N1 Video Symptoms of Swine Flu YouTube: 1,582,583 views CDC-TV: 72,645 views YouTube: CDC-TV:
    14. 14. CDC on Facebook 25,322 fans since CDC Facebook page launched May 1 st
    15. 15. CDC Podcasts 917,579 views of CDC H1N1-related podcasts since April 22 nd
    16. 16. CDC on Twitter <ul><li>928,412 followers on 3 CDC Twitter profiles </li></ul><ul><li>435,969 click throughs to content from links posted on Twitter since April 22 nd </li></ul>
    17. 17. CDC Widgets 3.95 Million views of H1N1-related widgets since April 22 nd
    18. 18. Virtual Worlds: Second Life
    19. 19. CDC Health-e-Cards <ul><li>15,433 H1N1 flu eCards sent since April 22, 2009 </li></ul><ul><li>53,984 H1N1 flu eCards viewed since April 22, 2009 </li></ul>
    20. 20. Mobile-Based Text Messaging <ul><li>Three-month pilot </li></ul><ul><li>Launched September 2009 </li></ul><ul><li>Subscribers receive about three messages per week </li></ul><ul><li>H1N1 flu messages and other health topics </li></ul><ul><li>Health message testing and user evaluation </li></ul><ul><li>1,155 Subscribers since September 14 th </li></ul>
    21. 21. 2009 H1N1 Social Media Response
    22. 22. 2009 H1N1 Communication Impact Harvard Opinion Research Program, May 2009
    23. 23. Feedback from Media & Experts <ul><li>“… The CDC is clearly making an effort to provide site visitors with multiple ways and formats to consume this serious content, from video explan-ations to podcasts featuring health domain experts… </li></ul><ul><li>… So yes, swallow your pride. We can learn from the ‘big, fat, impenetrably slow and bureaucratic’ agencies out there. Suck it up and take action.” </li></ul><ul><ul><li>-- Pete Blackshaw Advertising Age </li></ul></ul>
    24. 24. Feedback from Media & Experts “ As the government tries to get in front of the rapid spread of information, it's learning some important lessons about how social media is used in crisis situations.” ---National Public Radio &quot;When it comes to swine flu, the Feds are maintaining full online alert. As news about the epidemic has burned up all corners of the Web, the Centers for Disease Control and Prevention and the Department of Health and Human Services have been using Twitter and YouTube, among other sites, to disseminate information.” --Washington Post
    25. 25. Conclusions <ul><li>Apply best-practice principles </li></ul><ul><ul><li>Use customer-centered strategies </li></ul></ul><ul><ul><li>Make information accessible and relevant </li></ul></ul><ul><ul><li>Mix high repetition with deep engagement </li></ul></ul><ul><ul><li>Combine high-tech with high-touch </li></ul></ul><ul><li>Expand research and evaluation efforts </li></ul><ul><li>And most importantly… </li></ul>
    26. 26. For more information go to:
    27. 27. <ul><li>Jay M. Bernhardt, PhD, MPH </li></ul><ul><li>US Centers for Disease Control and Prevention </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>@jaybernhardt </li></ul>Thank You
    28. 28. CDC Selected Social Media Resources <ul><li>Social Media Main Site: </li></ul><ul><li>Social Networks </li></ul><ul><ul><li>Facebook: </li></ul></ul><ul><ul><li>My Space: </li></ul></ul><ul><ul><li>Daily Strength: </li></ul></ul><ul><li>Mobile sites </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li> Widgets </li></ul><ul><ul><li> </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>CDC TV </li></ul><ul><li>Email Updates </li></ul><ul><li>eCards </li></ul><ul><li>Podcasts/RSS </li></ul><ul><li>Virtual Worlds </li></ul><ul><ul><li>Second Life (191, 86) </li></ul></ul><ul><ul><li>Whyville </li></ul></ul><ul><li>CDC eHealth Metrics </li></ul><ul><ul><li> </li></ul></ul>