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Social Media Brown-bag

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Includes an overview to the social and participatory aspects of the Web, an overview of social media tools, and commonly used metrics for evaluating specific social media tools. Additionally, case ...

Includes an overview to the social and participatory aspects of the Web, an overview of social media tools, and commonly used metrics for evaluating specific social media tools. Additionally, case examples will be provided on the use of social media in health communication and public health.

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  • Presentation is on Slideshare (doujou.dc) Collection of social media bookmarks on delicious (joubertd) Google+ and Twitter (doujouDC) http://www.scoop.it/u/doujouDC
  • A shift from one-way conversations to multi-way conversations in which users participate as both creators and consumers of web content. Turnbull A et al., Fostering Wisdom-Based Action Through Web 2.0 Communities of Practice An Example of the Early Childhood Family Support Community of Practice. Infants & Young Children 2009; 22(1): 54–62.)
  • Nodes include Twitter, and FacebookBecome a part of their conversationGo where your target audience is
  • According to Kaplan & Haenlein “social media is a group of internet-based applications that build on Web 2.0 and allow for the creation and exchange of user-generated content”Social media is a tool.Kaplan Andreas M., Haenlein Michael, (2010)., Users of the world, unite! The challenges and opportunities of social media, Business Horizons, Vol. 53, Issue 1, p. 59-68.
  • Understanding which tools are and are not being used by different demographicgroups is important in selecting the correct social media tools to use.Highly recommended page on Pew is the Trend Data PageWho's Online: Internet User DemographicsWhat Internet Users Do OnlineOnline Activities, 2000-2009What Internet Users Do On An Average DayDaily Internet Activities, 2000-2009Lee Rainie, April 2010 – CIL 2010 presentation “Information fluency and imagining the internet”http://www.pewinternet.org/Presentations/2010/Apr/Computers-in-Libraries.aspxLee Rainie, April 2010 – presentation: “Networked Individuals: How they are reshaping social life and learning environments “ - http://www.pewinternet.org/Presentations/2010/Apr/University-of-Connecticut-Library-Forum.aspxv
  • (Decide on your objective before you decide on technology. Then figure out how to measure it.)(Consider your overall communications plan, organizational culture, and capacity)(Only after defining your audience, objectives, and strategy, can you decide on the technology)
  • 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 investment
  • What about Promoted Accounts? Is this something that government agencies want to get into?Are there any folks in the room at are using promoted accounts at their agencies?Promoted Accounts are part of “Suggestions for You,” which suggests accounts that people don’t currently follow and may find interesting.Promoted Tweets (Promoted Tweets are Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.)Promoted Trends (paid Promoted Trends appear at the top of the Trending Topics list on Twitter)
  • Historically all analytics was done through Insights, but today we replaced Insights with YouTube Analytics. YouTube Analytics should be easier to use and it also provides more granularity for power users. Some of the improved features include:A Quick Overview: A new overview provides all of the information that you care about quickly, while also enabling you to easily access more detailed information. More Detailed Reports: Analytics now includes more detailed statistics so that you can have a more precise understanding of your content and audiences. Audience Builders: Discover which videos are driving the most views and subscriptions. Audience Retention: See how far viewers are watching through your video in the new audience retention report.Read more about the new YouTube Analytics here and check it out on your account soon (it's rolling out to all users over the course of the the next day). Please feel free to share this email with all of the other new media leads as well
  • EveryBlock.com – WDCRecent crimes reported in Washington by the the Metropolitan Police Department. Also get neighborhood announcements for meetings and other issues of concern.
  • A selection of some of the many public health blogs available to follow.
  • SciStarterFind out about, take part in, and contribute to science through recreational activities and research projects.Or, if you are a scientist, the place to tell people about your work and get them interested in helping out.Galaxy ZooPart of Zooniverse which has collaborative projects focused on the domains of Space, Climate, the Humanities, and Nature. You are shown an image of a galaxy and then be asked a series of questions about it. All you need to do is to look for features that mark out different types of galaxies and answer the questions as well as you can.FolditTakes the science of protein structure and turns it into a game. Users are tasked with folding known proteins and are scored on how well they manage to accomplish this task while taking into consideration the physical properties of the molecule.LeafSnapLeafsnap: An Electronic Field Guide developed by Columbia University, the University of Maryland, and the Smithsonian Institution that uses visual recognition software to help identify species from photographs
  • We are a non-profit tech company that specializes in developing free and open source software for information collection, visualization and interactive mapping."Ushahidi", which means "testimony" in Swahili, was a website that was initially developed to map reports of violence in Kenya after the post-election fallout at the beginning of 2008. Since then, the name "Ushahidi" has come to represent the people behind the "Ushahidi Platform".We built the Ushahidi platform as a tool to easily crowdsource information using multiple channels, including SMS, email, Twitter and the web.SwiftRiver is an open source platform that aims to democratize access to tools for filtering & making sense of real-time information.When you need to get the Ushahidi platform up in 2 minutes to crowdsource information, Crowdmap will do it for you. It’s our hosted version of the Ushahidi platform.
  • The Louisiana Oil Spill MapThe Louisiana Oil Spill Map, an initiative of the Louisiana Bucket Brigade, is an effort to document and track the fallout of the Deepwater Horizon Oil Spill.
  • As we all may remember, 2009 included the arrival of the H1N1 type of A influenza virus. We passed the one year anniversary of its appearance in the United States in March 2009. After early outbreaks in North America in April 2009 the new influenza virus spread rapidly around the world. By the time WHO declared a pandemic in June 2009, a total of 74 countries and territories had reported laboratory confirmed infections. To date, most countries in the world have confirmed infections from the new virus.The new virus has also led to patterns of death and illness not normally seen in influenza infections. Most of the deaths caused by the pandemic influenza have occurred among younger people, including those who were otherwise healthy. Pregnant women, younger children and people of any age with certain chronic lung or other medical conditions appear to be at higher risk of more complicated or severe illness. Many of the severe cases have been due to viral pneumonia, which is harder to treat than bacterial pneumonias usually associated with seasonal influenza. http://www.who.int/csr/disease/swineflu/en/
  • A pandemic is the worldwide spread of a new disease. After early outbreaks in North America in April 2009 the new influenza virus spread rapidly around the world. By the time WHO declared a pandemic in June 2009, a total of 74 countries and territories had reported laboratory confirmed infections. To date, most countries in the world have confirmed infections from the new virus.The new virus has also led to patterns of death and illness not normally seen in influenza infections. Most of the deaths caused by the pandemic influenza have occurred among younger people, including those who were otherwise healthy. Pregnant women, younger children and people of any age with certain chronic lung or other medical conditions appear to be at higher risk of more complicated or severe illness. Many of the severe cases have been due to viral pneumonia, which is harder to treat than bacterial pneumonias usually associated with seasonal influenza. http://www.who.int/csr/disease/swineflu/en/As of April 25, 2010, more than 214 countries, including over 17,919 deathsCDC estimates that between 39 million and 80 million cases of 2009 H1N1 occurred between April and December 12, 2009. The mid-level in this range is about 55 million people infected with 2009 H1N1.CDC estimates that between 173,000 and 362,000 2009 H1N1-related hospitalizations occurred between April and December 12, 2009. The mid-level in this range is about 246,000 H1N1-related hospitalizations. CDC estimates that between 7,880 and 16,460 2009 H1N1-related deaths occurred between April and December 12, 2009. The mid-level in this range is about 11,160 2009 H1N1-related deaths. http://cdc.gov/h1n1flu/estimates_2009_h1n1.htm In contrast, the seasonal flu kills about 36,000 people a year, with 90 percent of these deaths occurring in people 65 years and older.influenza-like-illness (ILI),
  • So here is our scenario for today, High risk groups include: pregnant women; immunocompromised; college students; young children.You also want to find out what the public is really saying about the vaccine, transmission etc.
  • Social media was used extensively during H1N1 in 2009 to disseminate information, respond to rumors, and promote resources.
  • You could use Twitter to:Limited to 140 charactersRumor control about vaccine availability; autism & vaccine Not everyone is using Twitter, so it should be one tool among many used to disseminate your messages.
  • Here are 2 of the CDC’s Twitter feeds on H1N1.Their feeds: pointed to their H1N1 webpages new clinical care guidelines statistics on cases, hospitalizations, & deaths press briefings, testimony, webcasts vaccine information
  • Flu.gov’s Twitter pageFlu.gov is the US Government’s central site for information on H1N1. The HHS Interagency Public Affairs Group on Influenza Preparedness and Response, is responsible for coordinating pandemic-related information across the federal government.Flu.gov repeats or leads back to the CDC H1N1 webpages, but also included information from other USG sources, WHO, webcasts, FAQs etc.
  • PAHO’s Twitter feed links back to WHO, PAHO & CDC websites, press briefings, new reports, statistics etc.
  • Vaccine clinic hours & schedulesWait timesEligible groupsNeed for volunteersStatistics on H1N1 in local communities or stateFlu prevention tips
  • Like Twitter, Facebook could be used to:Promote flu vaccination (HHS created a badge for people to post on their Facebook pages that were vaccinated)Point people to your H1N1 information page
  • Much of the information that can be shared on Twitter can also be posted to Facebook although more detailed information can be shared here (not limited to word count)
  • PAHO’s YouTube channel includes videos on H1N1 and other public health concerns; however, they are available in English & Spanish
  • So how do you keep track of all of the sources of information on a topic, or resources you are using?You could try the following that I used for H1N1 last year.Use RSS feeds to stream new content to an iGoogle tab. iGoogle is a customizable page attached to your Google account, but that you can also share with others.Use web browser apps to update, track, search Twitter or Facebook. You can also download and use apps for your smartphones and cellphones to post new content to Twitter or Facebook.Firefox apps for Twitter :Ping.fm (updating social media tools all at once)TweetScan (search keywords in Twitter)ShareAHolic (share pages via Facebook, Twitter, email, Gmail etc.)Deepest Sender (WordPress blog)Brizzly (Twitter & Facebook streams on 1-page)Monkeyfly (retweets & searches)Flicrk appsTwitPic (send pictures to Twitter)TweetStats (statistics for your Twitter account)TwitterBar (post to your Twitter account right from the FF toolbar)
  • So how do you keep track of all of the sources of information on a topic, or resources you are using?You could try the following that I used for H1N1 last year.Use RSS feeds to stream new content to an iGoogle tab. iGoogle is a customizable page attached to your Google account, but that you can also share with others.Use RSS features & automated searches from Twitter, Google, YouTube, websites, journal TOCsBlog feedsPress release feedsCDC H1N1 flu update pageCDC YouTube channelGoogle search feedetc. to keep up-to-date on new postings, news or information
  • Live is more social, less serious more usefulFacebook is a “semi-protected environment” or “a semi-unknown place populated by semi-unknown users”.
  • Facebook and Twitter can be updated, posted to or followed via smartphone or cellphone using applications;Mobile internet access is only going to become more widespread and important in the future. In 2008, there were 4 billion mobile phone subscriptions, which reached 61 of every 100 people. While most mobile phone users are in the developed world, the developing world is rapidly increasing in number of users. This is where mobile internet access is important. Most people will access the internet and your content online via a phone not a computer.
  • 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.

Social Media Brown-bag Social Media Brown-bag Presentation Transcript

  • Using Social Technologies for Public Health Alicia Livinski, MPH, MA & Doug Joubert, MS, MLS NIH Library | Office of Research Services | National Institutes of Health
  • Outline• Introduction & Setting the Stage• Big Three• Other Social Media Tools• Scenario• So Does It Work?
  • Its about starting a conversation…
  • Consumers want their informationwhen they want it, how they want it, and in whatever quantities they want it. Price Waterhouse
  • Before: Traditional Media EcologyAdapted from: Tom Wolzien, Sanford C. Bernstein & Co
  • After: New Media Ecology
  • How the Web is changingWeb 1.0 Web 2.0 – Eyeballs – Hands – Microsoft Encarta – Wikipedia – Personal Web sites – Blogging – CMS – Wikis – Directories – Tagging – Instant Messenger – TwitterONE WAY MULTI-WAYCONVERSATION CONVERSATION Hudson, M., 2010. Web 2.0 & Social Media; Lessons Learned IPAC June 17, 2010
  • The Web is Changing the way we… Communicate with each other A shift from one-way conversations to multi-way conversations in which users participate as both creators and consumers of web content.Interactivity User-generated Multi-directional Turnbull A et al., Fostering Wisdom-Based Action Through Web 2.0 Communities of Practice An Example of the Early Childhood Family Support Community of Practice. Infants & Young Children 2009; 22(1): 54–62.)
  • How the Landscape Has Changed “Two important concepts are online interaction and user engagement*.” “You need to become a Node in their network**.” Social Media is not a Spectator Sport*FedEx and Ketchum, 2010 **Kristin Purcell, 2010
  • What is social media?―Group of internet-based applicationsthat build on … Web 2.0 and allow forthe creation and exchange of user-generated content‖ Kaplan Andreas M., Haenlein Michael, (2010)., Users of the world, unite! The challenges and opportunities of social media, Business Horizons, Vol. 53, Issue 1, p. 59-68.
  • How is Social Media used? Hudson, M., 2010. Web 2.0 & Social Media; Lessons Learned IPAC June 17, 2010
  • Social Media―Add This‖ has over 150 Social bookmarking sites
  • Social media usage in US• 75% adults use Internet • 57% online adults use• 62% broadband @ home social networking sites• 80% own cell phone • 73% teens use them• 53% wireless internet • 19% adults use Twitter• 55% 18-29yo wireless • 8% of teens use Twitter internet via phone • ~40% online adults get• African American adults email/text alerts mobile web users Source: Pew Internet & American Life Project, 2010
  • In 3 slidesSocial media planning Ask yourself: Who are you trying to reach? Ask yourself: What do you want to accomplish?Ask yourself: How you will meet your objectives?Ask yourself: What is the appropriate technology? Adapted from Michelle Samplin-Salgado AIDS.gov
  • Build a movement Generate Buzz Create Engage ListenCrawl Walk Run Fly Adapted from Beth Kanter, http://is.gd/cX1Dj and Michelle Samplin-Salgado AIDS.gov
  • Build a movement Generate Buzz Create Engage ListenCrawl Walk Run Fly Adapted from Beth Kanter, http://is.gd/cX1Dj and Michelle Samplin-Salgado AIDS.gov
  • Have I convinced you yet? CC@Intersection Consulting, 2011
  • A rapid review of social media tools with public health examples
  • Social MediaThe Big 3s
  • FacebookFacebook © 2011
  • Facebook Ecosystem Build Amplify Engage Build a strategy that is social by design Create an authentic voice Make the user experience interactiveFacebook © 2011 Nurture online relationships
  • Facebook – Portal to Your SiteFacebook © 2011
  • Facebook – Target by AudienceFacebook © 2011 healthcare.gov/[audience]
  • Facebook - PagesMore than 500 million active 28% of 2 billion** =users!* 560,000,000 people!! 28% of all internet users get news via social networks such as Facebook!*** *Facebook Press Room (02/2011) http://www.facebook.com/press/info.php?statistics Pew Internet (03/2010) http://www.pewinternet.org/Reports/2010/Online-News/Part-5/2-News-as-a-social-activity.aspx ***http://www.un.org/apps/news/story.asp?NewsID=36492&Cr=internet&Cr1
  • Facebook – Optimizing Pages Make your content sharable for Facebook Make people want to share your content Make your content easy to share Make your content Findable, focus on SEO
  • Facebook – Optimizing PagesFacebook © 2011
  • Facebook – Optimizing Pages Create content that triggers Engagement today – visibility engagement tomorrow Ask questions in your posts Add a Fan Box to website home pageFacebook © 2011http://www.bruceclay.com/blog/2011/06/yes-virginia-facebook-is-seo-smx-advanced/
  • Twitter • Twitter has 105,779,710 registered users • 300,000 new users sign up per day • Twitter receives 180 million unique visitors per month • There are 600 million search queries on Twitter per day • Twitter gets 3 billion requests a day through its APIhttp://www.readwriteweb.com/archives/just_the_facts_statistics_from_twitter_chirp.php
  • Twitter BasicsTwitterSpeak MeaningTweet Your message in 140 characters or lessTwitter timeline Tweets occur in a timeline, a long stream showing all Tweets from those you have chosen to follow on TwitterDirect Messages(DM) A Message (previously called a Direct Message) is a private message sent via Twitter to one of your follower
  • Twitter BasicsTwitterSpeak Meaning@Replies A reply is any update posted by clicking the "Reply" button on another Tweet@Mentions Any Twitter update that contains @username anywhere in the body of the Tweet.Hashtags ("#" Symbols) The # symbol, called a hashtag, is used to mark keywords or topics in a TweetRetweets (RT) Sharing someone elses Tweet
  • Ways to use twitter (CC) davemott on FlickrAdapted from Holman, 2010 & Twitter Best Practices. 2011
  • How users interface with twitter Twitter.com
  • How users interface with twitter Twitter Client - TweetDeck • 75% of Twitter traffic comes from third-party applications* • 60% of all tweets come from third-party apps* • There are over 100,000 Twitter applications** http://www.readwriteweb.com/archives/just_the_facts_statistics_from_twitter_chirp.php
  • PH Twitter Examples• American Red Cross • Mumbai attacks• CDC • Hurricane season• Red River Floods • Traffic accidents/road• Boulder, CO fires closures – fire• Type A H1N1 influenza departments outbreak • Haiti earthquake• USDA - Food • BP oil spill outbreak/safety • Australian bushfires
  • Use Twitter to follow a conference Hashtag for panel discussion on 6/15/10 about public health and digital innovation
  • Twitter & Blog Search • What are people saying about health? • What are they saying about you? • Do they even know you exist? http://www.philb.com/twitterforlibrarians.htm Twitter search Icerocket.comTechnorati.com Omgili.com Google
  • YouTube: Audience More that 45% of users are over the age of 35* YouTube is the #2 search engine (after Google) in the United States. The site has over 140 million unique monthly users in the U.S.* The average U.S. visitor spends more the 270 minutes per month on YouTube.* 94 of Advertising Age’s Top 100 Marketers have run campaigns on the YouTube/Google Content Network.**Adapted from Houghteling, 2011 *ComScore, Nov 2010 **Fast Company, Jan 2011
  • YouTube: Content Be relevant Be informativeAdapted from Houghteling, 2011
  • YouTube: Content Be genuine and engaging Build a communityAdapted from Houghteling, 2011
  • YouTube: Tech Tips • Use Search Engine Optimization (SEO) and Promotion • Use Google Moderator • Use Annotation • Use Analytics Awesome Resources Tips for optimizing videos on your YouTube ChannelAdapted from Houghteling, 2011
  • YouTube: SEO/Promotion Subscribing & connecting Leverage Social Media (sharing and commenting)
  • YouTube: Connect
  • YouTube: Analytics* • *Formerly known as YouTube Insights • Access from the Video Manager Tab • Types of Analytics – Summary report shows a high-level summary of the main reports in YouTube Analytics. – Includes a new Data Filter: (Content, Geography, and Date) – Engagement Reports: (Audience retention, Subscribers, Likes and Dislikes, Favorites, & Comments)Adapted from Houghteling, 2011
  • Other Social Media Tools
  • Mashups • Combine separate data/content from multiple sources into a new product/tool • Typically mashups function using an Application Programming Interface (API) • Mashups also allow you to search for and locate information and services. They also can help you track information such as disease outbreaks. • For example: Google Maps + RSS + data o Crime + zipcodes o Fast food + schools o Disease Outbreaks o Environment o Foodborne illness + zipcodeshttp://aids.gov/using-new-media/tools/mashups/
  • http:///www.EveryBlock.com
  • Blogs• Website with periodic updates (posts)• “Diary-like” entries in reverse chronology• Usually one author or a few authors who represent a single organization• Usually has a particular theme… but within a theme may cover recent publications, conferences, websites, random thoughts, etc.• Usually allows public comments
  • RSS• AKA ―feed‖ or ―web feed‖• RSS = ―Really Simple Syndication‖• Web feed format to publish & receive updates to a blog, news headlines, audio/video, new journal tables of contents• Subscribe to an RSS feed• Timely notification of updates to a favored site• Read RSS feeds using ―RSS reader‖, ―feed reader‖ or ―aggregator‖ – can be web-based, desktop-based or mobile device-based
  • Wikis• A kind of web page that is easy to edit• Several people can be editors• Changes can be tracked and undone
  • Crowdsourcing• Jeff Howe coined the term “crowdsourcing” in a 2006 Wired article as leveraging the power of “the many” to accomplish feats that were once the responsibility of a specialized few. The Book The Blog http://www.randomhouse.com/book/83579/crowdsourcing-by-jeff-howe/9780307396204/
  • Crowdsourcing• Crowdsourcing (the movement) has also triggered a shift in the way work is organized, talent is employed, research is conducted, and products are made and marketed.• It has been used in the domains of healthcare, software development, and managing disaster relief efforts. http://crowdsourcing.typepad.com/
  • How crowdsourcing is changing science. By Gareth Cook, 11/11/2011. Boston Globe
  • Ushahidi.com• Combines multiple channels SMS, Twitter, email, the Web and Google Maps• Anyone with a mobile phone can text about voter fraud, health dangers, human rights abuses, etc.• Administrators can view incoming information on a map and send back information to original sender• 3 products: Ushahidi Platform; Swift River; CrowdMap
  • haiti.ushahidi.com/
  • Louisiana Oil Spill Map from DeepwaterHorizon oil spillhttp://www.oilspill.labucketbrigade.org/
  • Scenario: a “practical application” ofsocial media tools for public health
  • H1N1CDC/ C. S. Goldsmith and A. Balish (2009) CDC/ C. S. Goldsmith and A. Balish (2009)
  • H1N1 + Social Media• You want to disseminate your public health messaging for H1N1 to the general public and target the high-risk groups• Messaging focused on: – Prevention – How transmitted – Treatment – Vaccine• Find out what the public is really saying about H1N1 ―ground-truthing‖
  • Twitter• Use to: – Push out your message – must be ―short & sweet‖ – Rumor control (H1N1 vaccines) – Correct misinformation (pork & swine flu) – Direct people to your website or tel # to call – Monitor school closures – Find out what the public is doing (swine flu parties)• Know who you’re trying to reach, not all of your target audiences will use Twitter
  • Twitter + H1N1: CDC http://twitter.com/CDCemergencyhttp://twitter.com/CDCFlu
  • H1N1+Local PH Dept Examples• Contra Costa, CA recent tweets and posts included announcements on the expansion of groups eligible for vaccine, a call for volunteers at flu clinics, food handling tips, flu clinic schedules, and statistics regarding fatalities and hospitalizations.• Howard County, MD used Twitter and Facebook as tools to reach one of the CDC target groups for H1N1 vaccination—college students.• Fairfax County, VA Health Department let their constituents know about H1N1 vaccine clinic wait times by tweeting. They used social media as an interactive tool, taking comments and questions online.
  • Facebook• Use to: – Push out your message (wait times, clinic location) – Rumor control (H1N1 vaccines) – Correct misinformation (pork & swine flu) – Direct people to your website or tel # to call – Monitor school closures – Find out what the public is doing (swine flu parties)• Know who you’re trying to reach, not all of your target audiences will use Facebook – Sermo for physicians
  • YouTube + H1N1: PAHO
  • YouTube: Fairfax County, VA videos about flu season safety tips, flu vaccine shipments, and clinics
  • iGoogle + H1N1
  • So what works?Does it make a difference? What can we learn?
  • Advantages Nodes• Fast• Less formal ―we are having a conversation‖• Personal face for impersonal institutions• Interactive• Engaging• In-depth training not necessary• Hip, modern, cool, etc. ―engage in the conversation‖
  • Disadvantages (or concerns)• Potential for • Blocked by many misinformation or bias agencies and hospitals• Privacy • Lots of mostly non-• Security interoperable systems• Demographics of users • Additional marketing• A lot of noise required• Time involved • Like every group project• Tech requirements & tech support
  • Challenges in the public sector• Risk adverse• Slow with change• Policies & processes• Information control• Human resources• Standards and guidelines• Technical infrastructure• Official languages• Governance• Security and legal aspects Hudson, M., 2010. Web 2.0 & Social Media; Lessons Learned IPAC June 17, 2010
  • Measuring the Effect of Social Media?• Social media has created a number of challenges. – First, given the unique characteristics of social media, one of the first challenges is knowing what to measure. – Second, do traditional instruments like a return on investment (ROI) provide an accurate picture of user engagement.
  • Measuring the Effect of Social Media? - BlogsSocial Media Tool How to assess Awareness How to assess EngagementBlogs •What is the ranking of the •How many people blog? subscribe to your blog? •How many unique/return •How many people visitors do you have? comment on the blog? •What is the number of people responding to surveys or polls? Hoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?"MIT Sloan Management Review. Fall 2010.
  • Measuring the Effect of Social Media? – Social NetworksSocial Media Tool How to assess Awareness How to assess Engagement• Social Networks • How many friends do • How many people post you have? content to your page? • How many people "like" your page? (Facebook) • How many people "share" original content that you generated on your page? • What are your monthly active users/daily new likes/daily post views (Facebook) Hoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?"MIT Sloan Management Review. Fall 2010.
  • Measuring the Effect of Social Media? - TwitterSocial Media Tool How to assess Awareness How to assess EngagementTwitter • How many people are • How many people are tweeting about you? using a #hastag you • How many people are created, for example following you? #nihlib for the NIH Library? • How many @replies or @mentions do you have? An @reply is a any update posting by clicking the "Reply" button. An @mention is similar to a reply; however, it can appear anywhere in the tweet Hoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?"MIT Sloan Management Review. Fall 2010.
  • Even more resources http://wiki.kenburbary.com/ Thanks to Kathryn Hambleton, HHS Center for New Media
  • So What?• New technologies allow rumors and alternative views to spread quickly.• You may think blogs and tweets and Facebook are silly, but people are using social media to talk about public health issues and find information.• The policies, analysis, justification, etc. are not evolving as quickly as the tools themselves. Social media are a new set of tools for the public health toolbox.
  • Thank you! Alicia Livinski alicia.livinski@nih.gov Doug Joubertdouglas.joubert@nih.gov