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Social Media for Health Behavior Change

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Social Media for Health Behavior Change

  1. 1. Social Media: The New Behavior Change Model PRESENTED BY Biray Alsac-Seitz, M.S.© 2013 IDEA Health & Fitness Association. All Rights Reserved. www.ideafit.com
  2. 2. Can Twitter Help Clients Lose Weight?© 2013 IDEA Health & Fitness Association. All RightsReserved.
  3. 3. Can Twitter Help Clients Lose Weight? • Univ. S. Carolina’s Arnold’s School of PH • Use of social media has been used to study health-trends and fitness discussions, but this was the first study to use Twitter as part of the intervention • 96 overweight & obeses men/women • 6-months • Podcast-only and Podcast+Mobile (Twitter) were effective in producing a 2.7% decrease in body weight in 6 months.© 2013 IDEA Health & Fitness Association. All RightsReserved.
  4. 4. Can Twitter Help Clients Lose Weight? • 2630 Twitter posts • 75% were informational (of which 81% were participant updates) • 6.6% Emotional support through listening • 4.6% Esteem support through compliments • Every 10 posts to Twitter corresponded to about 0.5% weight loss http://www.ideafit.com/fitness-library/can-twitter-help-clients-lose-weight© 2013 IDEA Health & Fitness Association. All RightsReserved.
  5. 5. Social Media for Marketing “83% of business owners think it is important to their business.” • Brand awareness • Increasing traffic (greater visibility) • Providing marketplace insight© 2013 IDEA Health & Fitness Association. All RightsReserved.
  6. 6. Social Media Snapshot© 2013 IDEA Health & Fitness Association. All RightsReserved.
  7. 7. Social Media Saturation • Increased “noise” • Reduced visibility • Smart apps have gotten smarter • Increased need for social media management • Competitive technologies are entering the landscape© 2013 IDEA Health & Fitness Association. All RightsReserved.
  8. 8. How does this impact our efforts? • Decreases the effectiveness of our marketing • Reduces opportunities for client-trainer engagement • Increases the chances of behavior relapse in clients© 2013 IDEA Health & Fitness Association. All RightsReserved.
  9. 9. Other ways to use Social Media? Take off Social Media Marketing Hat Look at Social Media through the lens of Health Behavior Change© 2013 IDEA Health & Fitness Association. All RightsReserved.
  10. 10. Health Behavior Change Models© 2013 IDEA Health & Fitness Association. All RightsReserved.
  11. 11. HBC versus SM Education Emotional Impact Monitoring Helping Relationships Challenges Rewards Countering© 2013 IDEA Health & Fitness Association. All RightsReserved.
  12. 12. EDUCATION “Education is first step in behavior change.” • 81% of U.S. adults who use internet, 72% have looked online for health information in the past year (2012). • Eight in ten online health inquiries start at a search engine. • Education should be relevant to the behavior.© 2013 IDEA Health & Fitness Association. All RightsReserved.
  13. 13. EDUCATION • Blogs • Newsletters • Facebook posts • Twitter posts • IDEA FitnessConnec “Client Share” • Online Courses • Other Learning Spaces© 2013 IDEA Health & Fitness Association. All RightsReserved.
  14. 14. EMOTIONAL IMPACT “Emotional reactions can motivate behavior.” • Make the most of photos and videos (increase visibility/rank in Facebook) • It can motivate people to seek further information© 2013 IDEA Health & Fitness Association. All RightsReserved.
  15. 15. EMOTIONAL IMPACT • Quotes • Photo Captions • eCards • Facebook ‘Inspiration’ pages • Pinterest boards • Twitter waterfalls (walls)© 2013 IDEA Health & Fitness Association. All RightsReserved.
  16. 16. MONITORING “Quantified Self.” - WIRED• 7 out of 10 U.S. adults track a health indicator for themselves or for a loved one• 13,600+ mobile apps for health and fitness• 19% of smartphone owners have at least one health app on their phone.© 2013 IDEA Health & Fitness Association. All RightsReserved.
  17. 17. MONITORING: What are people tracking?© 2013 IDEA Health & Fitness Association. All RightsReserved.
  18. 18. What does this mean for FitPros? “Empowered patient in health care.” • Can data be exported? • Would clients like assistance in interpreting their own data? • Should you recommend effective monitoring or tracking sites or apps? • Is there a social component to these tools? If so, should you use them?© 2013 IDEA Health & Fitness Association. All RightsReserved.
  19. 19. HELPING RELATIONSHIPS “Obesity can spread from person to person.” • Friend is obese  risk of obesity = 45% • Friend’s friend is obese  risk of obesity = 25% • Friend’s friend’s friend is obese  risk = 10%© 2013 IDEA Health & Fitness Association. All RightsReserved.
  20. 20. HELPING RELATIONSHIPS • Likes & Comments (compliments) for healthy behaviors • Social Motivations • Recognitions • Support through tracking (mobile apps)© 2013 IDEA Health & Fitness Association. All RightsReserved.
  21. 21. CHALLENGES • Some people are motivated by competition. • Gamification is the process of integrating game thinking and game mechanics in a non-game environment (more than just PBLs) • (Not to be confused by exergame) “Gamification of fitness.”© 2013 IDEA Health & Fitness Association. All RightsReserved.
  22. 22. CHALLENGES • IDEA Challenge Loop • Build in Game components • Leverage game-related apps© 2013 IDEA Health & Fitness Association. All RightsReserved.
  23. 23. CHALLENGES© 2013 IDEA Health & Fitness Association. All RightsReserved.
  24. 24. REWARDS “Reinforcements are helpful in motivating behaviors.” • Positive reinforcements can come in the form of recognition (@Twitter) • Most effective immediately after a positive behavior • Tangible reinforcements should be used sparingly© 2013 IDEA Health & Fitness Association. All RightsReserved.
  25. 25. COUNTERING • Substituting unhealthy ways of acting and thinking with healthy ways. • Offer options© 2013 IDEA Health & Fitness Association. All RightsReserved.
  26. 26. Social Media for HBC 1. Consider approaching program marketing from a health behavior change perspective. 2. Take a comprehensive approach to promoting a program. (What do clients need to know/do before, during, after a program or session?) 3. Consider using social media tools appropriately to enhance your efforts and support health behavior change.© 2013 IDEA Health & Fitness Association. All RightsReserved.
  27. 27. Google Me Biray Alsac-Seitz, MS BeFitWithBiray@gmail.com @befitt LinkedIn© 2013 IDEA Health & Fitness Association. All RightsReserved.

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