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Social media shifts the dynamics of communication in public health emergencies

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Talk I gave at the European Centers for Disease Control 9 June 2011. Focus is on use of social media in EU countires and experiences/lessons learned with social media by government agencies around the ...

Talk I gave at the European Centers for Disease Control 9 June 2011. Focus is on use of social media in EU countires and experiences/lessons learned with social media by government agencies around the world.

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  • Eurostat News release 14 December 2010
  • Facebook, for example, which was launched in 2004, now boasts over 350m users, more than two-thirds of them outside of America. – The Economist 29 Jan 10http://www.economist.com/research/articlesBySubject/displaystory.cfm?subjectid=7933596&story_id=15408371
  • Europe experienced a 10.9% gain in social networking penetration over 2010 - the highest seen in any global region. Facebook was the leading social networking sites in 15 out of the 18 markets. Local social networks in the Netherlands, Poland, and Russia continued to retain their majority share of the market. - http://www.newmediatrendwatch.com/regional-overview/103-europe?start=5
  • Among all internet users
  • Among 13-to-16-year-olds in 25 European countries, 77% use social network sites (SNS), according to EU Kids Online , compared to 73% of American 12-to-17-year-olds in 2010 (the latest figure available from the Pew Internet & American Life Project). Facebook is the dominant SNS in Europe, with 57% of European 9-to-16-year-olds using it and more than 70% using it in 14 of the 25 EU countries. FB use is as high as 98% among youth in Cypress to as low as 2% of Polish youth, and it’s No. 1 in 17 of the countries. Where FB’s No. 2, the most popular site is Nasza-Klasa (NK.pl) in Poland (with no age restriction), Tuenti.com in Spain (min. age of 14), Hyves.nl in the Netherlands (no restriction), and San Francisco-based Hi5.com in Romania (min. age of 13). Three other popular SNS in Europe are schulerVZ (schuelervz.net) in Germany (min. age of 12) and iWiW.hu and Myvip.com in Hungary (neither with age restrictions).
  • From Social networking, age and privacy. www.eukidsonline.net
  • "Embeds" -- bloggers who stayed behind in New Orleans -- provided hyper-local information about various neighborhoods, he said.social networks - gustavNew Orleanians whose lives have been upended by Hurricane Gustav have turned Twitter into an invaluable source of information.Sheila Moragas, another local blogger who evacuated to a hotel near the Louisiana State University with her husband and toddler, said one of the "embeds" offered to check out her house when the storm passed and then Twitter about it for her."Twitter becomes your online neighborhood," she said.CNN and other major networks reported ony on the places with the most action, she said. But because Twitter users live throughout the city, they could provide more local coverage.Since Hurricane Katrina devastated the city in 2005, blogger Folse said, a core group of bloggers has been building a Twitter community that would be useful in emergency situations. Source: http://abcnews.go.com/Technology/SmartHome/Story?id=5703281&page=1
  • Interest in the LAFD's effort has grown; its blog just logged its 1 millionth visitor this year, and photos on its Flickr account have been viewed 500,000 times in the past year, Humphrey said. The department has made widgets available with content it produces and uses RSS to allow more users to subscribe to updates.Blog at http://lafd.blogspot.com/Google groups alert at http://groups.google.com/group/LAFD_ALERTFlickr site - http://www.flickr.com/photos/LAFDLive internet radio (not since 2007?) - http://www.blogtalkradio.com/profile.aspx?userid=62Source – PC World 3 AUG 2007 - http://www.pcworld.com/article/135518/la_fire_department_all_atwitter_over_web_20.html
  • mobile communications are changing our expectations about when and how others are available to us

Social media shifts the dynamics of communication in public health emergencies Social media shifts the dynamics of communication in public health emergencies Presentation Transcript

  • Social media shifts the dynamics of communication in public health emergencies
    R. Craig Lefebvre, PhD
    Research Professor
    University of South Florida
  • Old World: Sources, Channels, Messages & Receivers
  • Influencers
    Potential Employees
    Investors
    Employees
    MESSAGES
    Customers
    Competitors
    Prospects
    Partners
    Press/Analysts
    Networked World: Engagement, Interaction & Multiplexity
  • EU27: Households with internet access, broadband connections and access by type of household
  • EU27: Use of internet for communication, 2010
  • SNS Use Among Adults Worldwide
  • Internet Users are Social
  • SNS Use Among EU Kids Online
    77% of 13-16 year-olds.
    57% of 9-16 y/o use Facebook; >70% in 14/25 countries.
    38% of 9-12 y/o have a social network profile
    EU Kids Online Project. London School of Economics. 25 Countries Participate.
  • Children’s Use of SNS by Country and Age
  • What Does Social Media Do?
    Becomes a collaborative platform
    Harnesses collective intelligence
    Enables everyone to be a content creator
    Provides greater access to knowledge and information resources
    Encourages media multiplexity
    Expands and manages social networks
  • Social Network Sites
    “The most frequently cited benefit of the internet was in helping people tap into [their] social networks” – Susannah Fox, Pew American Life and Internet Project, Nov 2006
  • "The national broadcasts are just kind of silly and alarmist. It's nice to have something to balance that out."
  • Benefits and Concerns of Using Social Media in Emergency Notification
    Opportunity for multiple credible spokespeople
    Viral messages are repeated again and again
    Ability to measure sentiment
    Ongoing contact can improve preparedness before an emergency
    Intelligence gathering
    Gain followers before a crisis
    Potential for network overload during a crisis
    Some channels limit length and format of information
    Messages can be manipulated by others (fidelity)
  • Would you sign up for alerts for these emergencies?
  • Social Media in Emergencies
    Facebook: public discussion, community-building, multi-media engagement, more emotional involvement, notification channel.
    Twitter: speed and news source.
    YouTube: video repository. Longer format audio-visual materials.
    Wikipedia: News in the making.
  • CDC Social Media use During the 2009 H1N1 Flu Event in the US
    Use of Facebook, Twitter and YouTube for information.
    Facebook ‘likes’ – 55,078
    Twitter followers – 1.2 million
    Twitter click-throughs – 481,183
    Views of YouTube videos – 3.15 million
  • Twitter Use in Emergencies
    The Australian Country Fire Authority used Twitter to send out regular alerts and updates regarding the Victorian bushfires.
    The Food and Drug Administration (FDA) recalled salmonella-tainted pistachio products - 3,000 people found out through the agency’s Twitter feed
    Federal Emergency Management Agency (FEMA) was sending Twitter updates to 2,600 people as the Red River was cresting at record flood levels in ND and MN
  • Twitter Benefits for Emergency Response
    Responders can perform hazard assessments in real-time from pictures taken at the scene and posted to the web.
    Real time knowledge of conditions on the ground.
    Can communicate with and direct on-the-ground assets.
    KEY: Need to set up accounts and follow/add followers before an incident occurs.
    @CDCemergency has 1,273,232 followers (31 May 11)
  • Mobile Alerts
    The school did not notify students by e-mail of the first shootings until 9:26 a.m., said Matt Dixon, who lives in the dorm. Mr. Dixon did not receive the e-mail message until he returned from his 9:05 class. When he left for that class, he said, a resident adviser told him not to use the central stairs, so he left another way…On dry erase boards, advisers had written, “Stay in your rooms,” Mr. Dixon said. - NYT.
  • FDA, CDC and HHS – The Peanut Recall 2009
    3,800 products recalled as of 3/30/09
  • Product Recall Database
    FDA developed a recall database that enables consumers to search for products by brand name, product description, and more.
  • Blogs
    HHS and CDC blogs provide information about the product recalls and outbreak investigations and encourage comments and conversations.
    The HHS Peanut Product Recall blog contained posts from CDC, FDA, and HHS.
    The CDC National Center for Zoonotic, Vector Borne, and Enteric Diseases (NCZVED) blog contained salmonella-related information and updates (over 3,000 page views between 1/25 – 2/1).
  • Webinar for Bloggers
    On February 3rd, 35 blog writers spoke with FDA and CDC subject matter experts about the Salmonella Typhimurium outbreak and peanut-containing products recall efforts, including current and future resources for bloggers during food safety incidents.
    Bloggers were provided with Web graphics to share with their readers.
  • Online Video
    FDA’s video on things you should know during the peanut butter and peanut-containing product recalls was available on both the FDA and CDC YouTube channels.
    FDA YouTube Channel: http://www.youtube.com/user/USFoodandDrugAdmin
    CDC YouTube Channel: http://www.youtube.com/CDCstreaminghealth/
  • Buttons and Badges
    Online graphics allow partner organizations and citizens to display simple images and messaging related to the recall.
    A series of 3 buttons were shared with partner federal agencies and organizations.
    Two badges were made available on the CDC MySpace page for individuals to use within their profile pages.
  • Twitter
    FDA Recalls.Created for product recalls, this Twitter feed is a channel for
    communicating news and alerts during the recall efforts -- 2837 followers
  • The Little Widget That Could
    Recall Widget
    9.6 million page views
    Placed on 20,000
    external websites
    Recalls Database of
    Searchable Products
    Over 22 million page views
  • Social Media in the News
    From: http://www.healthjournalism.org/blog/2009/02/602/
  • E. Coli Google Searches
    Romania
    Worldwide
    Netherlands
    United Kingdom
  • Blog Traffic for E. coli Europe
  • Social Media and Public Safety
    • Public information e- newsletter
    • Email, SMS, RSS (news widget) and twitter alerts
    • Public information blog
    • Flickr photo site
    • Live internet radio show
  • What is State-of-the-Art and Science?
    • Provide timely information
    • Use multiple social media networks
    • Communicate directly with the public
    • Engage people in a dialogue
    • Identify and control rumors
    • Allow comments so people can inform each other
    • Move traffic away from websites to avoid crashing
    • Enlist the public to help the response
    • Enlist the public to help each other
    • Provide a ‘one-stop shop’ for information
    • Set and enforce policies regarding use and abuse
    • Expect to receive life-threatening information
    • Ask for feedback on your efforts
  • Social Media’s Future: Personalized Extended Reach
  • Social Media is More than PR
    “Social media are obviously about morethan how we reach out to the public and educate the public…
    It’s about the public talking to US.
    It’s also about the public talking to the public.”
    Nathan Huebner
    US Centers for Disease Control
  • Ask not what tools you want to use, ask how you want to change how you talk to people. All evolutions in marketing are evolutions in language. Those who can raise the level of conversation in any market, win. -Hugh MacLeod
    http://www.flickr.com/photos/kdlengacher/3352170211/
  • Communication and Marketing Choices
  • Are we available when, where and how people want us to be?
  • R. Craig Lefebvre, PhD
    College of Public Health
    University of South Florida
    On Social Marketing and Social Change
    http://socialmarketing.blogs.com