2013 Johns Hopkins School of Public Health Lecture

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Course lecture for the Johns Hopkins School of Public Health lecture: A New View: Improving Public Health through Innovative Social and Behavioral Tools and Approaches.

Course lecture for the Johns Hopkins School of Public Health lecture: A New View: Improving Public Health through Innovative Social and Behavioral Tools and Approaches.

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  • Color scheme: CivicFonts: Clarity - Arial
  • A shift from one-way conversations to multi-way conversations in which users participate as both creators and consumers of web content. Turnbull, A. P., J. A. Summers, G. Gotto, M. Stowe, D. Beauchamp, S. Klein, K. Kyzar, R. Turnbull, and N. Zuna. "Fostering Wisdom-Based Action through Web 2.0 Communities of Practice an Example of the Early Childhood Family Support Community of Practice." [In English]. Infants and Young Children 22, no. 1 (Jan-Mar 2009): 54-62.Kaplan, Andreas M., and Michael Haenlein. "Users of the World, Unite! The Challenges and Opportunities of Social Media." Business Horizons 53, no. 1 (2010): 59-68.
  • Data updated on May 21, 2013Data source: Pew Demographics of Social Media Users: http://www.pewinternet.org/Reports/2013/Social-media-users.aspxThese readings come from a national survey conducted between November 14 and December 9, 2012 on landline and cell phones and in English and in Spanish. The results reported here come from the 1,802 respondents who are internet users.Highly recommended page on Pew is the Trend Data PageWho's Online: Internet User DemographicsWhat Internet Users Do OnlineOnline Activities, 2000-2012What Internet Users Do On An Average DayDaily Internet Activities, 2000-2012
  • People, Objectives, Strategy, and TechnologyKeep in mind that social media is one tool in a larger communication strategy (CDC Guide to Writing for Social Media, pg. 3)Decide on your objective before you decide on technology. Then figure out how to measure it.Consider your overall communications plan, organizational culture, and capacityOnly after defining your audience, objectives, and strategy, can you decide on the technology.The CDC has a great guide which we have included in our resources list: The Health Communicators Social Media ToolkitSamplin-Salgado, M., and A Moore. "Doing More with Less: Efficiently and Effectively Using New Mediahhs New Media." AIDS.gov, 2011.
  • A company can use either a push or pull marketing strategy.A push strategy encourages resellers to order merchandise and push (radio or tv ad) it through to their customers (more old school).The goal of a pull strategy is to create demand among consumers and encourage them to request the product from the retailer. Traditionally, this involved big advertising and sales promotion budgets. However, with the advent of social media, pull marketing is become more common. Finding our “folks” and drawing them in with our messages. “Follow us back and find back more.”Sources: SocialBrite, 5 steps to a successful social media strategy: http://www.socialbrite.org/2009/08/20/5-steps-to-a-successful-social-media-strategy/Source: Message in a box – Designing a social media strategy: http://miab.tacticaltech.org/designingyourstrategyGreat video on Push versus Pull in the Social World:
  • Social networking sites are online communities that allow you to connect with or provide resources to clients, colleagues, family, and friends.Many social networking sites let you upload videos, photos, create a blog, post events, join groups, and send messages.There are many different types of social networks, some professional, others more personal. Typically, users create personal profiles and use one or more of a variety of tools to interact with others on the same network.Two of the most popular social networks are Facebook and LinkedIn. Facebook tends to have a more personal focus, while LinkedIn is for connecting with other professionals.ResearchGate, is a social networking site focus on connecting researchers.Online health communities often help link people with others that have the same illness or condition. They can also serve as a support network for caregivers and family members. Not only do these types of networks offer support, they can also serve as a means of informing oneself as a supplement to the information given by a physician.
  • In May 2011, Facebook published a "Best Practice Guide: Marketing on Facebook" serves as an official resource on how to take advantage of Facebook's advertising products, social plugins, analytics and other tools to grow one's business. Social should be baked into everything you do, not added at the end of a campaign or done on the side. Add an authentic personality to your brand by providing an authentic and consistent voice. When possible engage in two-way conversations with your users. Just like in the real world, building relationships with users on Facebook takes time and requires a long-term investmentFebruary 2012, Facebook announces Brand Pages which incorporate the new timeline, and another of other useful marketing tools.
  • Your Facebook Cover Photo Is Prime Real Estate (depending on resolution this could be up to 40% of your page): So Find Photo(s) That Tell Your Story BestPhotographs have incredible power in their ability to draw us, almost sub-consciously, into stories. And it seems that digesting visual content, rather than the narrative content we’re more used to, allows us to engage a bit more freely and fully than usual.Kanter Blog: How To Create A Terrific Facebook Cover Image If You Don’t Have Resources To Hire A Designer: http://shar.es/s2DZZ
  • Take advantage of timeline for highlighting milestones in your divisions history (through events, milestones, or questions).Your photos and apps custom apps appear at the top of the page. You can customize the images you use for your apps.Action Center: their current causesIn your country shows a clickable map of AI Facebook pages from around the world.Act Now: Join - Donate - Sign up for newsletters - Take action - Earth candleUsing milestones is a great way to highlight all the great work that your org is doing – defined by moments in time.
  • Pinned posts: anchor the most important story to the top of your page for 7 daysStar stories from your page: highlight what you think is important (campaigns, fund drives). Starred stories are highlighted on your timeline and include a star banner.Larger stories: take advantage of larger photos, videos, and links to drive engagement.
  • The admin panel is a place where you can respond to people using your Page and quickly see how your Page is performing. From your admin panel, you can:View notificationsRespond to messagesView your Page insightsAccess your activity log to curate content on your PageAccess the Edit menu to make changes to your Page's settingsTotal reach: the number of people that saw your post.Boost Post: a promoted posts that get additional paid reach in News Feed among fans and friends of fans as a result of using a button on the page. Part of their appeal is that they don’t require page owners to create campaigns (like in Google Analytics) through the more complex ads create tool or Power Editor.
  • With for-profit companies, promotions on social media ultimately hope to make a sale. In social media speak this is called a conversion.Nonprofits are generally not interest in “making a sale,” but many of these organizations use strategies to increase awareness and raise money.Earlier this year, Facebook updated its “Facebook Pages for Causes and Nonprofits” guide (I highly recommend downloading this guide).In May 2013, Facebook expanded its ad-based services and started testing the ‘boost’ and ‘advertise’ buttons (used to be ‘promote’ your post).The primary methods for using Facebook’s Ads to build your community are:Promote Page Posts: get peopleto see and engage with your mostimportant messages.Sponsored Stories: help peoplediscover your organizationthrough their friends.We don’t go into this, but it is important to note that both Google (AdSense) and Twitter (Twitter Ad Program) have paid advertising.
  • Insights provides key metric for each post on your page.Data can be exported and used to measure the reach of each post from your content calendar.
  • A flow visualization is a graphic that a traces a route or a path, like a trail through a forest. Unlike a map, a flow visualization reveals the actual path as it was traveled step by step, including any detours or backtracking that happened along the way.Flow Reports in Google Analytics illustrate the paths visitors take through your website, including special content like Goals and Events. Nodes are points through which traffic flows. The numbers representthe volume of traffic flowing through that node.Connections represent the path a segment of traffic takes from one node to another.Exits indicate where visitors left the flow.
  • The Social reports allow you to analyze all of this information together and see the complete picture of how Social impacts your business.Google Analytics includes four elements define your social impact:Network Referrals: how visitors from different social sources engage with your site.Conversions: Measuring the conversion and monetary value of traffic to your site.Conversion:completion of an activity on your site, for example a completed sign up for your email newsletter (a goal conversion) or a purchase (a transaction, sometimes called an ecommerce conversion)Landing Pages: Which pages and content are being shared, where they're being shared, and how.Social Plugins: Your social plugin data shows you which content is being shared, and on which networks.http://www.socialmediashop.co.uk/wp-content/uploads/2013/03/sm-monitoring.pnghttps://support.google.com/analytics/answer/1683971?hl=en&ref_topic=1316551
  • Twitter has 200 million active users* (as of March 2013)Sending 400 million Tweets per daySource: Twitter Blog: https://blog.twitter.com/2013/celebrating-twitter7**http://irevolution.net/2013/06/09/mapping-global-twitter-heartbeat/Indonesia (44.2 percent) Saudi Arabia (41.66 percent), Singapore (34.74 percent) and, naturally, the U.S. (34.48 percent) have also posted big user-on-user (steady) gains in the last year or so in new Twitter account owners since Q2 of 2012.+http://www.mediabistro.com/alltwitter/top-twitter-countries-growth_b42377 http://www.mediabistro.com/alltwitter/files/2013/02/twitter-fastest-growing-social-network.png Source: http://www.mediabistro.com/alltwitter/twitter-statistics-2012_b18914 by Infographic Labs (2012)
  • In July 2011, there were one million registered applications, built by more than 750,000 developers around the world. This is up from 150,000 apps just a year ago.  A new app is registered every 1.5 seconds.https://blog.twitter.com/2011/one-million-registered-twitter-appsOther stats are from 2010, and could not easily locate updated %s
  • This screenshot is of the Social Bro app that Doug installed via Chrome. The app allows you to perform Twitter social engagement analysis (by followers) Alicia I drew a redline around everything you might want to Highlight: (1) Filters, (2) Available Tools, and (3) Ordering by GroupsThis view is the a snapshot of the more than 15,000 NIH Library Twitter followersLink to Social Bro User Manual: http://userguide.socialbro.com/
  • http://www.mediabistro.com/alltwitter/files/2012/02/twitter-2012-statistics.jpg by InfoGraphic Labs 2012
  • Blogging platforms are online places that host blogs.Three major ones are:Word Press Tumblr – might be one of the most popular. There are themes to make your blog look nice. There are mobile platforms so you can see your blog nicely displayed on a mobile device. Tumblr lets you email or text posts from any mobile phone. Most platforms offer the opportunity to email your posts directly to your blog - so if you have a thought, photo, song, quote, video, links, slideshows - Post anythingBlogger.com via Google
  • There are pitfalls and issues to be aware of when blogging: There is no confidentiality with a blog. Because of the comment feature, there is a slightdelay in conversations; not totally immediate . Writing requirements: Must have good use of language. People will not want to read material that is poorly written.Blogging takes time to produce high quality material, time to interact with readers, and in the beginning, time to learn the technology and web design to make sure the blog is appealingRequire frequent updates – without motivation and a solid base of readers blogs quickly lose their purpose and are abandonedBeware of false information - Work and effort put into creating a strong blog can also be used into creating a blog with false information.Blogs and wikis may give the impression of being authoritative but this is not always true.The authors of blogs and wikis may claim to be experts in their fields; this may or may not be true.Information contained in blogs and wikis may be biased; they often contain ideas and recommendations of the author. Blogging may carry a stigma amongst professional scientists working in an academic setting – the thought may be that blogging may not be a valuable use of time, and that real work fits into traditional formats of research and publication and blogs are not part of that process.
  • So, we offer these tips for blogging success.Interaction – create a space for readers to commentMake sure to add hyperlinks in your posts to add connectivity to other related sitesIntegrate other social media like RSS and Twitter – (actually, twitter is basically a microblogging site)Update regularly – turns readers off to visit a blog that doesn’t have any recent entriesThe idea is to move beyond a static block of written info and progress towards stronger collaborative sharing and knowledge.
  • ReferencesHoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?“ MIT Sloan Management Review. Fall 2010.Kanter, Beth "Principles of Social Media ROI." Presented at the 3rd Annual Women Who Tech TeleSummit. September 15, 2010. Available at http://www.bethkanter.org/wwt-ro/ .Pew Research Center's Internet & American Life Project Surveys.(2008-2010)Raine, Lee. "How Libraries Can Survive in the New Media Ecosystem." Presented at the Catalonian Library Association's biennial meeting. May 19, 2010.
  • RSS is an example of social technology.Really simple syndication – constantly scans the content of web sites for updates, then delivers to your desktop or mobile device through an RSS feed. Anytime a website, blog, news item, journal is updated it goes into a feed reader to keep your updates all in one place. The Readers are available from anywhere - mobile devices, pc’sThe icons you see on the right are samples of icons that are used on various sites to indicate the presence of rss feed capability. You click on those to subscribe to a feed.
  • http://www.create-rss.com/
  • Read RSS feeds using a “RSS reader”, “feed reader” or “aggregator” – can be web-based, desktop-based or mobile device-based. The feed reader is your base of operations. It’s the program that receives and displays updates from sites you subscribe to. The user subscribes to a feed and adds it to one’s Feed Reader (for example Google Reader). The RSS reader checks the user's subscribed feeds regularly for new work, downloads any updates that it finds, and provides a user interface to monitor and read the feeds. RSS allows users to avoid manually inspecting all of the websites they are interested in.
  • Fox, S. (2011). The Social Life of Health Information, 2011. Retrieved July 7, 2011, from http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-Info.aspx.From the CDC Social Media Toolkit: http://www.cdc.gov/socialmedia/Tools/guidelines/pdf/SocialMediaToolkit_BM.pdfSocial media and other emerging communication technologies can connect millions of voices to:Increase the timely dissemination and potential impact of health and safety information.Leverage audience networks to facilitate information sharing.Expand reach to include broader, more diverse audiences.Personalize and reinforce health messages.Engage with users.
  • C&I (Communications and Informatics Competency) from http://www.asph.org/document.cfm?page=851For certain demographic groups social media is becoming a primary sources for news and information sharing (we need to (be ready to) meet them on their own turf – whatever the platformThings to remember:People want to know what you offer them.Why should people continue to receive updates about you?What are you telling them or giving them that they didn’t already know or have?Are you talking with them or at them?From Paranta, CF. Essentials of public health communication, 2011.McCarthy’s 4 P’s are still considered in social marketing:Product - A product is seen as an item that satisfies what a consumer needs or wants.Price – The price is the amount a customer pays for the product.Promotion - represents all of the methods of communication that a marketer may use to provide information to different parties about the product. Place - refers to providing the product at a place which is convenient for consumers to access.
  • https://docs.google.com/document/d/1sYnLP9vMXX1lTLSz9L0q3O4J8e3UIM12uL-nk7eCnkI/edit?usp=sharing
  • https://docs.google.com/document/d/1sYnLP9vMXX1lTLSz9L0q3O4J8e3UIM12uL-nk7eCnkI/edit?usp=sharing
  • https://docs.google.com/document/d/1sYnLP9vMXX1lTLSz9L0q3O4J8e3UIM12uL-nk7eCnkI/edit?usp=sharing
  • https://docs.google.com/document/d/1sYnLP9vMXX1lTLSz9L0q3O4J8e3UIM12uL-nk7eCnkI/edit?usp=sharing

Transcript

  • 1. NIH Library | Office of Research Services | Office of Management | National Institutes of HealthUsing Social Technologies for PublicHealthJHU Bloomberg School of Public HealthAlicia Livinski, MPH, MA: NIH LibraryDoug Joubert, MS, MLS: NIH Library
  • 2. DisclaimerThe views expressed in thispresentation are those of the speakersand do not reflect the official policy orposition of the National Institutes ofHealth or the Department of Health andHuman Services.
  • 3. Our roadmapThe State of Social MediaWhy adopt social mediaSocial NetworksTwitter, Blogs and Feeds
  • 4. Social Media University OnlineCompanionhttp://nihlibrary.campusguides.com/nihlsmu
  • 5. The state of social mediahttp://www.go-gulf.com/blog/60-seconds/
  • 6. What is social media?“Group of internet-based applications thatbuild on … Web 2.0 and allow for thecreation and exchange of user-generatedcontent.”Kaplan Andreas M., Haenlein Michael, (2010).A shift from one-way conversations to multi-wayconversations in which users participate as bothcreators and consumers of web content.Interactive User-generated Multi-directionalTurnbull A et al., (2009)
  • 7. Social media usage in U.S.Activity % of internetusers whoAppeals toUse any socialnetworking site67% Adults 18-29, womenUse Facebook 67% Adults ages 18-29, womenUse Twitter 16% Adults, 19-29, African-Americans, urbanresidentsUse Pinterest 15% Adults under 50, womenWhites, those with some collegeeducationUse Instagram 13% Adults ages 19-29, African-Americans,Latinos, women, urban residentsUse Tumblr 06% Adults ages 18-29Source: Pew Internet & American Life Project, 2012
  • 8. Broadcasting platform for traditional media sourcesSocial media and public healthSchein, Rebecca et al. (2011)Collaborating & co-creating to reach target audiencesBuilding relationshipsImproving trustHeightened authenticity
  • 9. Social media and public health: uses Disseminate health andsafety information. Increase the potentialeffect of healthmessages. Leverage your networkof users to share yourcontent. Engage with youraudience.CDC, (2012)
  • 10. Social media and public health: uses Create differentmessages to reachdiverse audiences. Personalize healthmessages and targetthem to a particularaudience. Empower people tomake safer and healthierdecisions.CDC, (2012)
  • 11. Social media planning
  • 12. Who are you trying to reach?Social media planningWhat do you want to accomplish?How you will meet your objectives?What is the appropriate technology?Adapted from Samplin-Salgado, M., and A Moore. , 2011STOP
  • 13. Most social media strategies havecommon elementsIncreasingReachReinforcingMessagesCustomizingMessagesIncreasingEngagementPush & Pull
  • 14. Social Networks & OnlineCommunities
  • 15. About social networksNetwork image: 2010, DuoBlogger.comAdidas image: 2006-2012 Behance LLCResearchGate image: 2012, Researchgate.net
  • 16. Facebook – non-profitsConnection: Foster a strong relationship withthe people who care about your organization.Content Use: Deliver engaging content to yourstakeholders.Distribution: target updates to existing andpotential community members through Updatesand News Feed
  • 17. BuildEngageAmplifyFacebook EcosystemFacebook © 2011Build a strategy that is social by designCreate an authentic voiceMake the user experience interactiveNurture online relationships
  • 18. Page BrandingFacebook © 2011ExpressyourIdentityUse yourlogo40% ofyour realestateTell yourstory
  • 19. Page EngagementFacebook © 2011
  • 20. Page FeaturesFacebook © 2011Starred StoryPinned StoryLarger Story
  • 21. Page ManagementFacebook © 2011
  • 22. Facebook Insights• Organic: The number ofunique people, who sawthis post in their NewsFeed, Ticker or on yourPage.• Viral: The number ofunique people who sawthis post from a storypublished by a friend.
  • 23. Social Media Fee-based Marketing
  • 24. Facebook content calendar
  • 25. Google Analytics – flow reportConnectorsNodes Exits
  • 26. Google Analytics – Social flow reporthttp://www.socialmediashop.co.uk/wp-content/uploads/2013/03/sm-monitoring.png
  • 27. Twitter, Blogs and RSS Feeds
  • 28. Twitter, Blogs and RSS Feeds
  • 29. Twitter Launched March 21, 2006 Twitter has 200 million „active‟ users* Sending 400 million Tweets per day 2.9% of the world‟s population are active Twitter usersand that 87% of all tweets ever posted since thelaunch of Twitter in 2006 were posted in the past 24months alone** Indonesia, Saudi Arabia, Singapore & US countrieswith most new Twitter accounts since Q2 2012*Twitter defines an active user as “one who logs in to Twitter once a month”http://blog.twitter.com/2012/03/twitter-turns-six.html
  • 30. Twitter BasicsTwitterSpeak MeaningTweet Your message in 140characters or lessTwitter timeline Tweets occur in a timeline, along stream showing allTweets from those you havechosen to follow on TwitterDirect Messages(DM) A Message (previously calleda Direct Message) is a privatemessage sent via Twitter toone of your follower
  • 31. Twitter BasicsTwitterSpeak Meaning@Replies A reply is any update postedby clicking the "Reply" buttonon another Tweet@Mentions Any Twitter update thatcontains @usernameanywhere in the body of theTweet.Hashtags ("#" Symbols) The # symbol, called ahashtag, is used to markkeywords or topics in a TweetRetweets (RT) Sharing someone elsesTweet
  • 32. How users interface with TwitterTwitter.com
  • 33. How users interface with TwitterTwitter Client - TweetDeck • 1 million +registeredapps• 75% of Twittertraffic comesfrom third-partyapplications*• 60% of alltweets comefrom third-party apps** http://www.readwriteweb.com/archives/just_the_facts_statistics_from_twitter_chirp.php
  • 34. Twitter Examples Hurricane Sandy Oklahoma tornadoes Red River Floods Boulder, CO wildfires Type A H1N1 influenzaoutbreak Food outbreak/safety Australian bushfires Mumbai attacks Traffic accidents/roadclosures – firedepartments Haiti earthquake BP oil spill USAID Child Survivalsummit Japanese earthquake,tsunami & nuclear powerplant accident Public health campaigns
  • 35. Use Twitter tofollow a conference#KMShareFair#WHA66• 66th World Health Assembly• Intl development knowledge mgmt fair
  • 36. Twitter ChatNational PublicHealth Week 2013APHA held a Twitterchat (#NPHWchat)on April 3, 2013
  • 37. Twitter engagement – Social Bro app
  • 38. Some interesting stats….http://www.mediabistro.com/alltwitter/files/2012/02/twitter-2012-statistics.jpgImportantconsiderations forcrafting messages andcampaigns usingTwitter?
  • 39. Twitter AnalyticsSocial Media Tool How to assess awareness How to assess engagementTwitter • How many people aretweeting about you?• How many people arefollowing you?• How many people areusing a #hashtag youcreated, for example#nihlib for the NIHLibrary?• How many @replies or@mentions do youhave? An @reply is aany update posting byclicking the "Reply"button. An @mention issimilar to a reply;however, it can appearanywhere in the tweetHoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?“MIT Sloan Management Review. Fall 2010.
  • 40. Blogs Website with periodic updates (posts) “Diary-like” entries in reverse chronology Usually one author or a few authors who represent asingle organization Usually has a particular theme…but within a theme maycover recent publications, conferences, websites, randomthoughts, etc. Usually allows public comments Over 180 million blogs by the end of 2011
  • 41. Blogging platforms WordPress –WordPress.org – themesand plug-ins for use onyour own or as a hostedblog Tumblr – Tumblr.com –microblogging platformcombining blogs andTwitter. Blogger - Blogger.comvia Google© Wordpress, © Tumblr, © Google
  • 42. Blogging – benefits Simple to start, easy topublish, free, searchengine friendly Learning opportunity toexplore a new formatand keep up to date withemerging technologies Archives to go backthrough your workCC Creative Commons by yourdoku
  • 43. Blogging - pitfalls• Privacy issues – publicdomain• Not suited to immediatesolutions• Time - 80% of corporateblogs are abandoned beforethey generate more than 5posts (Radian 6, 2011).• Name brand blogs – morepopular science – goodscholarship?• Stigma – Unprofessional?Source: http://en.wikipedia.org/wiki/File:Pitfall!_Coverart.png
  • 44. Tips for blogging success Interaction – create a spacefor readers to comment Hyperlinks in your posts Integrate other social medialike RSS and Twitter Regular updates Move beyond a static blockof written info and progresstowards strongercollaborativesharing/knowledge
  • 45. Blogs AnalyticsSocial Media Tool How to assess awareness How to assess engagementBlogs •What is the ranking of theblog?•How many unique/returnvisitors do you have?•How many peoplesubscribe to your blog?•How many peoplecomment on the blog?•What is the number ofpeople responding tosurveys or polls?Hoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?"MIT SloanManagement Review. Fall 2010.
  • 46. RSS RSS = “Really SimpleSyndication” = webfeeds Notification of updatesto a favorite site, blog,news, journal Subscribe with feedreaders Readers available fromanywhere – mobiledevices, pc/mac
  • 47. Examples of RSS Feeds Feeds from journals (e.g., table of contents, ahead ofprint) Feeds from news sites (e.g., breaking news, columnists,topic pages) Feeds from database or Google searches (e.g.,PubMed, Google News, Scopus) Feeds from Web sites (e.g., new content added) Feeds from blogs, Twitter etc.
  • 48. RSS readers Read RSS feeds using a “RSS reader”, “feedreader” or “aggregator” – can be web-based,desktop-based or mobile device-based Different types of RSS Readers available,including: Netvibes, Newsblur, Feedly, Pulse,The Old Reader Outlook email 2007 Firefox apps Internet Explorer Google Reader RIP 7/1/13So many tochoose from!
  • 49. Challenges…
  • 50. …overall Potential formisinformation or bias Privacy Security A lot of noise Blocked by manyagencies and hospitals Paucity of peer-reviewedtesting forcommunicationinterventions Lag between researchcycle and changes insocial mediaEysenback G.. (2010).Schein, Rebecca et al. (2011)
  • 51. …with messages Getting the attention of yourtarget group amongst all theonline “chatter.” Understanding what drives usertraffic. Limited online access and poorliteracy skills. Optimizing the SEO so that yourmessage appears where youwant it, when you want it.Users tend to focus on the first 10 hits from Google, Bing,and Yahoo.Schein, Rebecca et al. (2011)
  • 52. …for government agencies Government agencies are risk-aversive and slow to adaptto change. By the time the campaign is approved, users have movedon to the next platform. Convoluted communication channels and who can saywhat, and when. Consumers now expect answers in hours or days, notweeks or months.Schein, Rebecca et al. (2011)
  • 53. Why Adopt SocialMedia“We need to take public health interventionsto where the people are, or establish apresence in new media before people getthere.”~Erik Auguston, NCI (2010)~
  • 54. Social Life of Information• Two forces are driving onlinehealth conversations:• the availability of social mediatools and• the increased desire andactivity, especially amongpeople living with chronicconditions, to connect with eachother. (Fox).Fox, S. (2011). The Social Life of Health Information, 2011
  • 55. Engagement and Communication The effective use of communication tools to“inform and influence health behaviors” is across-cutting ASPH competency.Parvanta et al. (2011)Health InformaticsHealthMarketingHealthCommunication
  • 56. Adoption Traditional marketers are using social media, so we needto play in this space. It is more important than ever to engage customerswherever they are. Encourages public engagement and builds relationshipsbetween agencies and the public. Expectations in terms of openness, transparency, andresponsiveness.Schein, Rebecca et al. (2011)
  • 57. NIH Library | Office of Research Services | Office of Management | National Institutes of HealthDoug Joubertdouglas.joubert@nih.govAlicia Livinskialicia.livinski@nih.gov
  • 58. References and Resources Calhoun, J. G., Ramiah, K., Weist, E. M., & Shortell, S. M. (2008).Development of a core competency model for the master of public healthdegree. American Journal of Public Health, 98(9), 1598-1607. Centers for Disease Control and Prevention. (2012). CDC‟s Guide to Writingfor Social Media: CDC Electronic Media Branch. Duggan, M., & Brenner, J. (2013). The Demographics of Social Media Users -2012: Pew Internet & American Life Project. Eysenbach, G. (2011). Can tweets predict citations? Metrics of social impactbased on Twitter and correlation with traditional metrics of scientific impact. JMed Internet Res, 13(4). Eysenbach, G., & Group, C.-E. (2011). CONSORT-EHEALTH: improving andstandardizing evaluation reports of Web-based and mobile healthinterventions. J Med Internet Res, 13(4).
  • 59. References and Resources Facebook. (2013). Best Practices Guide: Marketing on Facebook. Fordis, M., Street, R. L., Volk, R. J., & Smith, Q. (2011). The prospects forweb 2.0 technologies for engagement, communication, and dissemination inthe era of patient-centered outcomes research: Selected articles developedfrom the Eisenberg Conference Series 2010 Meeting. Journal of HealthCommunication, 16(SUPPL. 1), 3-9. Fox, S. (2012). The Social Life of Health Information | Pew Research CentersInternet & American Life Project. fromhttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx Gibbons, M. C., Fleisher, L., Slamon, R. E., Bass, S., Kandadai, V., & Beck,J. R. (2011). Exploring the Potential of Web 2.0 to Address Health Disparities.Journal of Health Communication, 16(sup1), 77-89. doi:10.1080/10810730.2011.596916
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