building communities, enhancing collaboration:<br />harnessing the power of social media for cancer prevention and control...
1972<br />
Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal...
Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal...
Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal...
Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal...
Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal...
conversation<br />
today…<br />web 2.0 primer<br />top 4 technologies<br />Harnessing the power<br />Challenges and next steps<br />
web 2.0social media new media<br />
then<br />Author-generated<br />Static<br />Organization Driven<br />Retrieval<br />
now<br />then<br />User-generated<br />Participatory<br />Community Driven<br />Creation<br />Author-generated<br />Static...
“all the websites (and web technologies) out there that get their value from the actions of users”<br />--Information Week...
79%of all American adults use the internet<br />Pew Internet and American Life Project<br />
93%18-29 year olds<br />Pew Internet and American Life Project<br />
43%<br />over 65 <br />Pew Internet and American Life Project<br />
77%	read blogs<br />Pew Internet and American Life Project<br />
62%  	watch a video on a video-sharing site<br />Pew Internet and American Life Project<br />
47%  	use an online social networking site<br />Pew Internet and American Life Project<br />
37%  	upload photos to a website so they can share them<br />Pew Internet and American Life Project<br />
19%  	use Twitter or update their status online <br />Pew Internet and American Life Project<br />
age 34<br />median age of social media users<br />Pew Internet and American Life Project<br />
61%<br />used the internet to look for health information<br />25%<br />Pew Internet and American Life Project<br />
technologies<br />blogs<br />RSS<br />wikis  <br />social network sites  <br />media sharing <br />podcasting  <br />video...
Top 4 Technologies<br />Blogs <br />Wikis <br />Media sharing sites<br />Social networking sites<br />
blogs<br />a personal or organizational website in the form of an online journal, with new entries appearing in sequence a...
MY BLOG<br />Post #3<br />And more interesting info I want to share<br />Post #2<br />more information I want to share<br ...
Benefits<br /><ul><li>Free, easy to use, and easier to write a couple paragraphs than an entire document
Allows readers to talk back to you (and each other)
RSS allows readers to subscribe to the blog and receive posts in their email, feed reader, or iGoogle page
RSS also allows you to feed the blog posts to your web site, another organization’s web site, a Twitter account, or other ...
Maintaining the blog consistently is critical yet difficult to sustain
Keeping the comments open leads to a freer exchange of ideas but moderation of comments is generally necessary to prevent ...
Benefits<br /><ul><li>An easy way to create an editable website without extensive programming knowledge
Can be made as "editable" or locked down as needed
Much more flexible than a blog</li></ul>Disadvantages<br /><ul><li>Need some skills and functionality in web-based platforms
May need to download software
More complex to build and maintain</li></li></ul><li>media sharing<br />websites that allow people upload videos, photos, ...
Benefits<br /><ul><li>Easy to upload and share pictures, videos, and slides over the web
Can control who has access to your media files
Most sites make it easy to embed your media in any website, social networking profile, or blog</li></ul>Disadvantages<br /...
Users may need to create an account to view media if it isn't public
Most sites allow only minimal editing (may need to purchase extra software for sophisticated editing)</li></li></ul><li>so...
Pew Internet and American Life, August 2009<br />
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Building communities, enhancing collaboration: Harnessing the Power of Social media for cancer prevention and control

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Closing Keynote presented at the Annual Michigan Cancer Consortium meeting, November 2009

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  • INTRO:Thank you (Amy). Good afternoon, everyone. I am honored to be here and I am very excited to have the opportunity to talk about using social media for cancer prevention and control.Before I begin, I thought I should tell you something about myself that I wouldn’t normally reveal in this kind of setting. That is that:
  • I was born in 1972. I tell you this because I think it is important that you know that like many of you, I did not grow up with this technology. I lived 18 years of my life without a computer, 23 without the internet, 26 years of my life without a cell phone, and 35 years of my life without a Facebook page.
  • Social media is new. It is new to you, it is also new to me, and it is in a constant state of change and evolution. In fact what I tell you today, will be completely different a year from now, perhaps even a month from now. New applications are being developed daily and failing daily. We are being bombarded with online informaiton updates from all sectors of society including news, entertainment, business. And if you aren’t using twitter and facebook, there is somebody out there trying to convince you that you should…. So is social media just hype or is there true value in these new technologies? I’m here to tell you it’s a bit of both. There is no doubt that some of what is out there but maybe not so useful. But no one can deny that the information landscape is changing our culture and our society, and social media is playing a major role in this evolution. Social media should be thought of as a new tool in the health communications toolbox. These technologies are relatively inexpensive, (often free), easy to use and requires no special technology skills. It can improve communication and collaboration internally, it can be used to build support networks and communities, and connect with hard to reach populations. These tools can be used not only to push information from our organizations out to our populations quickly and easily, but it can be also used to gather consumer input and feedback. Most importantly social media can be very effective means to engage consumers in the creation of a message, and can be used as a platform for message delivery through natural peer networks ultimately establishing social norms and promoting healthier behaviors.Let’s take a moment and take a quick poll… how many of you have a facebook page, or have started using social media in your personal lives. Whenever I ask this question, I always follow it up with why… most of the time I hear many concerns about ….perhaps your are feeling reluctant to sign on because you feel like its only for the younger generation, or you are concerned about your personal privacy, that you really have no time to start updating your status or really. for many it might be that you are just not interested in connecting and reconnecting with people in the online environment. So I want to reassure you all that the goal of my talk today is not to convince you that you should seek out your high school sweetheart on facebook or that you should start tweeting about what you had for breakfast.
  • So is social media just hype or is there true value in these new technologies? I’m here to tell you it’s a bit of both. There is no doubt that some of what is out there but maybe not so useful. But no one can deny that the information landscape is changing our culture and our society, and social media is playing a major role in this evolution. There was an article published (online of cours) recently about 5 ways that social media is changing our lives. s a social media consultant and blogger, recently published a list of 5 ways social media is changing our lives. He said that social media is changing:where we get our news..
  • My goal is to start a conversation about how you might be able to use these technologies to reach out to your patients, consumers and communities, as well as enhance collaboration within your organizations.
  • So today I wanted to give you an overview of web 2.0 and social media, and talk about how some of the technologies are being used, and could be used to engage consumers and enhance collaborations.
  • so let’s take a step back and start by talking about what we mean by web 2.0?
  • Let’s look back 15 years, to1994, when we were introduced to the world wide web. What a fantastic innovation.An individual, sitting at a computer was able to get online, go to a website and retrieve some information. We could forward the information by copying and pasting a url into an email, or print the website and pass it along. The websites were created by people who had programming expertise and training, had to be uploaded to a server, and were generally pretty static.
  • Then something happened. Blogs and wikis came along and we were able to not only read the informaiton but we could write and contribute ourselves.
  • Then pretty soon, there were millions of people writing, creating, sharing informaiton online. And now they no longer have to be at a desk, they can use cellphones and laptops and contribute from where ever they are.
  • So basically, where web 1.0 was author generated, static, organization driven. And it was about information retrieval.
  • Web 2.0 was is about pulling information. It is user generated, participatory, community driven and about informaiton creation.
  • Web 2.0 is all the websites out there that get their value from the actions of users.
  • Who are those users?Let’s look at who is online… 79% of all American adults: 93% of 18-29 year olds, 43% of those 65 and older; 62% of people making less than $30,000/year, and 95% of those making over $75k.
  • Use an online social networking site like MySpace, Facebook or LinkedIn.com*47Watch a video on a video-sharing site like YouTube or Google Video62Post a comment or review online about a product you bought or a service you received30Create or work on web pages or blogs for others, including friends, groups you belong to, or for work15Upload photos to a website so you can share them with others online3777%of active internet users read blogs
  • Use an online social networking site like MySpace, Facebook or LinkedIn.com*47Watch a video on a video-sharing site like YouTube or Google Video62Post a comment or review online about a product you bought or a service you received30Create or work on web pages or blogs for others, including friends, groups you belong to, or for work15Upload photos to a website so you can share them with others online3777%of active internet users read blogs
  • Use an online social networking site like MySpace, Facebook or LinkedIn.com*47Watch a video on a video-sharing site like YouTube or Google Video62Post a comment or review online about a product you bought or a service you received30Create or work on web pages or blogs for others, including friends, groups you belong to, or for work15Upload photos to a website so you can share them with others online3777%of active internet users read blogs
  • Age breakdown?
  • In 2000, 25% had looked for health info onlineIn 2009, 61% of people had looked for health info online. This is up from 25% in 2000. Of those 61%, almost 2/3rds (60%) are are using social media to find health inforamtion.
  • And what are these consumers using to find information and to connect? BlogsWikisSocial networksMedia sharing sitesAt work:slideshare
  • In addition to these types of technologies, new applications and are being developed constantly. There are applications that can help you ….
  • So today I’m going to concentrate on the top 4 technologies:
  • Starting with blogs… A blog is a website that is in the form of an online journal, with new entries appearing in reverse chronological order. Anyone can create a blog. They can be used to post events and news, they can be sent out as newsletters, personal diaries, or can be the platform for a website. For example, Advantages:Can feed into email People can subscribe to categories… Anyone can contributeChallenges:
  • Here is an example of a typical blog. The apha get ready blog… News and informaiton about the flu. Continous updates. Blogs can also have multiple authors.
  • Blogs are also allow for comments, and so they are a good place to post information and gather feedback and input.
  • The blog for a cure website is a place where individuals can set up their own personal blog and tell their story.
  • One of the advantages of a blog is RSS.
  • Rss allows an individual to subscribe to a blog either through rss or they can receive email updates or digests. It also allows you to embed your blog in your website. So it is a great platform to create a news or events feed, or even maintain updated content on your website without a webmaster.
  • Wikis: wikis are collaborative websites that can be directly edited by multiple people who are given access to it
  • Wikipedia is of course the most popular wiki site. Somewhat controversial in that anyone can go in, click edit, and revise the content in an entry. The idea of course is that knowledge of many is more powerful than knowledge of a few.
  • Medpedia. Ther are other websites similar to wikpedia that are more specialized. Medpedia is an online medical encyclopedia. This resource allows only vetted experts to contribute content and the articles are reviewed for accuracy.
  • There are many other wikis out there. Here is an example called wiki cancer. The is a good example of a site that is consumer driven and has more of an open editing policy.
  • Wikis are great tools if you want to build a website quickly, and have multiple authors contribute. For example, perhaps you would like to build a project website, that would allow uploading photos and other multimedia, as well as be edited by multiple people. A wiki would be a great tool for that….
  • What are social network sites?Why are they so popular?Who are using social network sites?
  • As of August 2009, FB most popular SNS for adults (18+) Facebook – 73%Myspace – 48%Linked In – 14%10-12 % other
  • Let’s take a moment to talk about twitter… 2 years ago, nobody had heard of twitter. Now it is a key component of any social media presence. One in 5 people use twitter. I will freely admit, it has taken me a while to figure out the value of twitter. I mean who really cares what everyone is doing every minute of the day. But as twitter evolves so have its users. Facebook/Myspace v, twitter… =visual/audio platformsTwitter = 140 charactersThe value of twitter is threefold:What can you do with twitter? 1. provide information and tips 2. provide motivational support (qwitter)
  • Linking back to a program, or website… giving an organzi
  • Building motivational support
  • These technologies are excellent tools to be able to push out informaiton to our constituents. But what makes these technologies really powerful is the ability to extend our reach using natural peer networks. I want what my friends want- I like what my friends like--I do what my friends do The consumers create and distribute the messenges. Use peer networks contests, voting, tagging, polls, quizzes, sharing storiesSeed the conversation, but don’t try to shape it be controversial, spark interestSpeak the languageBe informal, relevant, witty, entertainingTake advantage of peer networks contests, voting, tagging, polls, quizzesSpeak a different languagebe informal, relevant, witty, entertainingSeed the conversation, but don’t try to shape it be controversial, spark interest and conversation
  • We asked people &quot;what would your undies say if they had the last word&quot; in safe sex and STI prevention. The 500+ entries have gotten over 650,000 engagements through votes, views, reviews and content created and entries can be seen in close to 700 different places online.
  • EventsDiSharingscussion
  • So have I convinced you???Easy right?Nothing of course is ever as easy as it sounds. Over the past 2 years I have been working with health departments to explore ways that web 2.0 can be used in their work. We have explored using blogs and wikis for internal communications, and have also been looking into wyas to use social networking and other tools to reach their communities When we began the project our intent was to train the staff and help implement specific projects, but we quickly learned that using web 2.0 technologies was a continually evolving process that required a great deal of flexibility, patience and support. Several issues quickly emerged that we needed to address:Technology – firewallsPrivacy and security, official voice of the organization, Resources. – training staff, maintaining a presence… Engagement# of followers and friends # of posts, responses, commentsReach new friends, followers, re-tweets network data referrals to practiceoutcomespatient referrals # of screeningsonline questionnaires
  • What now? Your convinced? So now what… Start small, identify your goals, and create an appropriate technology to accomplish those goals. Allow yourself to fail and try something new. Most importantly get your feet wet… start listening to others observe what they are doing and then when you’re ready you can join the conversation.
  • Building communities, enhancing collaboration: Harnessing the Power of Social media for cancer prevention and control

    1. 1. building communities, enhancing collaboration:<br />harnessing the power of social media for cancer prevention and control<br />Alison Grodzinski, MLIS, Prevention Research Center of Michigan<br />Michigan Cancer Consortium Annual Conference,<br />November 12, 2009<br />
    2. 2. 1972<br />
    3. 3.
    4. 4. Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal<br />What we can influence <br />S. Gordhammer. 5 ways social media is changing our daily lives, Mashable.org October16, 2009<br />
    5. 5. Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal<br />What we can influence <br />S. Gordhammer. 5 ways social media is changing our daily lives, Mashable.org October16, 2009<br />
    6. 6. Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal<br />What we can influence <br />S. Gordhammer. 5 ways social media is changing our daily lives, Mashable.org October16, 2009<br />
    7. 7. Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal<br />What we can influence<br />S. Gordhammer. 5 ways social media is changing our daily lives, Mashable.org October16, 2009<br />
    8. 8. Where we get our news<br />How we start and do business<br />How we meet and stay in touch with people<br />What we reveal<br />What we can influence<br />S. Gordhammer. 5 ways social media is changing our daily lives, Mashable.org October16, 2009<br />
    9. 9. conversation<br />
    10. 10. today…<br />web 2.0 primer<br />top 4 technologies<br />Harnessing the power<br />Challenges and next steps<br />
    11. 11. web 2.0social media new media<br />
    12. 12.
    13. 13.
    14. 14.
    15. 15. then<br />Author-generated<br />Static<br />Organization Driven<br />Retrieval<br />
    16. 16. now<br />then<br />User-generated<br />Participatory<br />Community Driven<br />Creation<br />Author-generated<br />Static<br />Organization Driven<br />Retrieval<br />
    17. 17. “all the websites (and web technologies) out there that get their value from the actions of users”<br />--Information Week <br />
    18. 18. 79%of all American adults use the internet<br />Pew Internet and American Life Project<br />
    19. 19. 93%18-29 year olds<br />Pew Internet and American Life Project<br />
    20. 20. 43%<br />over 65 <br />Pew Internet and American Life Project<br />
    21. 21. 77% read blogs<br />Pew Internet and American Life Project<br />
    22. 22. 62% watch a video on a video-sharing site<br />Pew Internet and American Life Project<br />
    23. 23. 47% use an online social networking site<br />Pew Internet and American Life Project<br />
    24. 24. 37% upload photos to a website so they can share them<br />Pew Internet and American Life Project<br />
    25. 25. 19% use Twitter or update their status online <br />Pew Internet and American Life Project<br />
    26. 26. age 34<br />median age of social media users<br />Pew Internet and American Life Project<br />
    27. 27. 61%<br />used the internet to look for health information<br />25%<br />Pew Internet and American Life Project<br />
    28. 28. technologies<br />blogs<br />RSS<br />wikis <br />social network sites <br />media sharing <br />podcasting <br />videocasting<br />screencasting<br />social bookmarking <br />virtual worlds <br />gaming <br />mash-ups <br />mapping <br />collaborative editing tools<br />
    29. 29.
    30. 30. Top 4 Technologies<br />Blogs <br />Wikis <br />Media sharing sites<br />Social networking sites<br />
    31. 31. blogs<br />a personal or organizational website in the form of an online journal, with new entries appearing in sequence as they are written, especially as dealing with reflections or opinion, and typically incorporating links to other articles.<br />http://en.wiktionary.org/<br />
    32. 32.
    33. 33.
    34. 34.
    35. 35.
    36. 36. MY BLOG<br />Post #3<br />And more interesting info I want to share<br />Post #2<br />more information I want to share<br />Post #1<br />Information I want to share<br />MY WEB SITE<br />Standard welcome paragraph with useless information that no one reads.<br />LINKS<br />Hours<br />Directions<br />Staff Directory<br />Departments<br />MY BLOG<br />Post #1<br />Post #2<br />
    37. 37. Benefits<br /><ul><li>Free, easy to use, and easier to write a couple paragraphs than an entire document
    38. 38. Allows readers to talk back to you (and each other)
    39. 39. RSS allows readers to subscribe to the blog and receive posts in their email, feed reader, or iGoogle page
    40. 40. RSS also allows you to feed the blog posts to your web site, another organization’s web site, a Twitter account, or other online presence</li></ul>Disadvantages<br /><ul><li>There is a cost if you do not want your blog branded by the provider
    41. 41. Maintaining the blog consistently is critical yet difficult to sustain
    42. 42. Keeping the comments open leads to a freer exchange of ideas but moderation of comments is generally necessary to prevent spam and unpleasantries</li></li></ul><li>wikis and collaborative editing<br />a collaborative website which can be directly edited by <br />anyone with access to it.<br />http://en.wiktionary.org/<br />
    43. 43.
    44. 44.
    45. 45.
    46. 46.
    47. 47. Benefits<br /><ul><li>An easy way to create an editable website without extensive programming knowledge
    48. 48. Can be made as "editable" or locked down as needed
    49. 49. Much more flexible than a blog</li></ul>Disadvantages<br /><ul><li>Need some skills and functionality in web-based platforms
    50. 50. May need to download software
    51. 51. More complex to build and maintain</li></li></ul><li>media sharing<br />websites that allow people upload videos, photos, slides, and other content, as well as comment and share with others<br />http://wikipedia.com/<br />
    52. 52.
    53. 53.
    54. 54.
    55. 55.
    56. 56. Benefits<br /><ul><li>Easy to upload and share pictures, videos, and slides over the web
    57. 57. Can control who has access to your media files
    58. 58. Most sites make it easy to embed your media in any website, social networking profile, or blog</li></ul>Disadvantages<br /><ul><li>Privacy concerns if your media is completely public
    59. 59. Users may need to create an account to view media if it isn't public
    60. 60. Most sites allow only minimal editing (may need to purchase extra software for sophisticated editing)</li></li></ul><li>social networking<br />websites that provide a virtual community in which people with a shared interest may communicate.<br />http://en.wiktionary.org/<br />
    61. 61. Pew Internet and American Life, August 2009<br />
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66.
    67. 67.
    68. 68.
    69. 69.
    70. 70.
    71. 71.
    72. 72.
    73. 73.
    74. 74.
    75. 75.
    76. 76. online presence<br />
    77. 77.
    78. 78.
    79. 79. the power of social media<br />
    80. 80. building communities <br /><ul><li>Extending reach through peer networks
    81. 81. Improving relevance through consumer generated content
    82. 82. Engaging consumers using interactive content</li></li></ul><li>
    83. 83. enhancing collaboration<br />
    84. 84. Create a living document using a wiki or a blog <br />Share and approve documents using Google Docs or Zoho<br />Share calendars using Google calendar <br />Use Doodle for meeting scheduling<br />Sharing and store your organizations photos on Flickr<br />Share conference presentations on Slideshare<br />Create your own social network in Ning<br />
    85. 85. Challenges<br />Technology<br />Privacy and security<br />Resources<br />Evaluation<br />
    86. 86. evaluation<br />
    87. 87. Next steps<br /><ul><li>Start small
    88. 88. Match goals and technology
    89. 89. Fail and try again</li></li></ul><li>join the conversation<br />
    90. 90. Questions?<br />

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