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Social Media & Tobacco Dependence


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Presentation from the 2013 Mayo Clinic - Nicotine Dependence Center Annual Conference, May 20-22, 2013.

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Social Media & Tobacco Dependence

  1. 1. Social Media & Tobacco Dependence Jeff Poterucha, MA, CTTS Mayo Clinic Nicotine Dependence Center Rochester, Minnesota ©2013 MFMER | slide-1
  2. 2. Objectives Participants will be able to… 1. Define social media 2. Verbalize potential benefits and limitations of social media in tobacco treatment 3. Identify steps a health professional can take to incorporate social media into their work ©2013 MFMER | slide-2
  3. 3. What is Social Media (SM)? “Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos) ©2013 MFMER | slide-3
  4. 4. What is Social Media (SM)? Put simply… Conversations happening between individuals online ©2013 MFMER | slide-4
  5. 5. Who is Using it? Everyone! ©2013 MFMER | slide-5
  6. 6. Almost 75% of US adults are online Over 1 billion active users in 2012 SM now makes up 1 out of every 5 minutes spent online 72 hours uploaded every minute 87% of U.S. adults own a cell phone, 45% own smartphones 500 million tweets daily Even he has an account ! ©2013 MFMER | slide-6
  7. 7. How is Social Media Impacting Healthcare? Engagement Empowerment Expertise Healthcare is becoming increasingly collaborative 80% of adults online are searching for health information ©2013 MFMER | slide-7
  8. 8. Why Should Tobacco Specialists be Online? Professional/Ethical Obligation Opportunity to help shape conversations and provide accurate information Complement and reinforce available treatment options ©2013 MFMER | slide-8
  9. 9. What Happens if We Remain Silent? Example - Vaccine Hesitancy SM enables anyone to be a publisher of content ©2013 MFMER | slide-9
  10. 10. Professional/Ethical Obligation The needs of the patient come first ©2013 MFMER | slide-10
  11. 11. Shaping the Conversation Sharing accurate information Reach the “hard to reach” populations Use social media to complement, not replace treatment ©2013 MFMER | slide-11
  12. 12. Support through Social Media Pew Research Center (2011) ©2013 MFMER | slide-12
  13. 13. ROI With Social Media Cost-effectiveness of tobacco treatment Cost to have Facebook, Twitter, and Youtube accounts As I (Investment) approaches zero R (Return) approaches infinity Lee Aase, Director, Center for Social Media at Mayo Clinic 2012 ©2013 MFMER | slide-13
  14. 14. Limitations Evidence is limited Confidentiality Professionalism ©2013 MFMER | slide-14
  15. 15. How Your Organization Can Get Started! Start small, get comfortable • Try it out for yourself first • Consider a social media policy Determine goals for engagement • Watch and listen to your audience • What do you want to accomplish? ©2013 MFMER | slide-15
  16. 16. How Your Organization Can Get Started! Seek support • See what others are doing • Develop a peer network Blog: Mayo Clinic Center for Social Media Facebook: Mayo Clinic – Nicotine Dependence Center Email: Twitter: @JPoterucha ©2013 MFMER | slide-16
  17. 17. References Alere Wellbeing (2011). Mobile Apps, Text Messages, & Social Media: Can They Really Help Smokers Quit? Retrieved from CSC (2012). Should Healthcare Organizations Use Social Media? A Global Update Fiore MC, Bailey WC, Cohen SJ, et al. (2008). Treating Tobacco Use and Dependence. Clinical Practice Guideline, Rockville, MD: U.S. Department of Health and Human Services. Public Health Service. Korda, H. & Itnani, Z. (2011). Harnessing Social Media for Health Promotion and Behavior Change, Health Promotion Practice, 12(3). doi. 10.1177/1524839911405850 Nielsen (2012). State of the Media: The Social Media Report. Retrieved from Pew Internet & American Life Project. (2011). Demographics of Internet Users. Retrieved from ©2013 MFMER | slide-17