Neias june 16 2010


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Michele Hylen & Amanda Edgar
Using Social Media Across the Contiuum of Substance Abuse Services

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  • (Presenter read the slide.) Behavior is the bottom line. Not raising awareness; not increasing knowledge. We want to see people doing (or not doing) something. Social marketing says that if an intervention activity does not lead to behavior change, don’t do it! (These are all behaviors for which social marketing has been used to support.) 4. INSIGHT: Based on developing a deeper ‘insight’ approach – focusing on what ‘moves and motivates’ • Focus is clearly on gaining a deep understanding and insight into what moves and motivates the customer • Drills down from a wider understanding of the customer to focus on identifying key factors and issues relevant to positively influencing particular behaviour • Approach based on identifying and developing ‘actionable insights’ using considered judgment, rather than just generating data and intelligence 2. BEHAVIOUR: Has a clear focus on behaviour, based on a strong behavioural analysis, with specific behaviour goals • A broad and robust behavioural analysis undertaken to gather a rounded picture of current behavioural patterns and trends, including for both – the ‘problem’ behaviour and – the ‘desired’ behaviour • Intervention clearly focused on specific behaviours ie not just focused on information, knowledge, attitudes and beliefs • Specific actionable and measurable behavioural goals and key indicators have been established in relation to a specific ‘social good’ • Intervention seeks to consider and address four key behavioural domains: 1: formation and establishment of behaviour; 2: maintenance and reinforcement of behaviour; 3: behaviour change; 4: behavioural controls (based on ethical principles)
  • Neias june 16 2010

    1. 1. Using Social Media Across the Continuum of Substance Abuse Services Michele Hylen, LCSW, CCS – Day One, South Portland, Maine Amanda Edgar, BA – City of Portland Public Health Division (HHSD), Substance Abuse Prevention
    2. 2. Housekeeping
    3. 8. Quick Overview of Learning Styles <ul><li>Active-Reflective </li></ul><ul><li> &quot;Active learners tend to retain and understand information best by doing something active with it--discussing or applying it or explaining it to others. Reflective learners prefer to think about it quietly first.&quot; </li></ul><ul><li>&quot;'Let's try it out and see how it works' is an active learner's phrase; 'Let's think it through first' is the reflective learner's response.&quot; </li></ul><ul><li>&quot;Active learners tend to like group work more than reflective learners, who prefer working alone.&quot; </li></ul><ul><li>&quot;Sitting through lectures without getting to do anything physical but take notes is hard for both learning types, but particularly hard for active learners.&quot; </li></ul>
    4. 9. Learning Styles Continued <ul><li>Sensing-Intuitive </li></ul><ul><li> &quot;Sensing learners tend to like learning facts, intuitive learners often prefer discovering possibilities and relationships.&quot; </li></ul><ul><li>&quot;Sensors often like solving problems by well-established methods and dislike complications and surprises; intuitors like innovation and dislike repetition. Sensors are more likely than intuitors to resent being tested on material that has not been explicitly covered in class.&quot; </li></ul>
    5. 10. Learning Styles Continued <ul><li>Visual-Verbal </li></ul><ul><li> &quot;Visual learners remember best what they see--pictures, diagrams, flow charts, time lines, films, and demonstrations. Verbal learners get more out of words--written and spoken explanations.&quot; </li></ul><ul><li>&quot;Everyone learns more when information is presented both visually and verbally.&quot; </li></ul>
    6. 11. Learning Styles Continued <ul><li>Sequential-Global </li></ul><ul><li> &quot;Sequential learners tend to gain understanding in linear steps, with each step following logically from the previous one. Global learners tend to learn in large jumps, absorbing material almost randomly without seeing connections, and then suddenly 'getting it.'&quot; </li></ul>
    7. 15. Description of the day….. <ul><li>This course will examine various types of social media and electronic communication tools while helping you to strategize use within your organization. Ethical considerations in the use of social marketing practices will be explored. </li></ul>
    8. 16. Learning Objectives <ul><li>Describe three tools - social media, social marketing and social networking*; </li></ul><ul><li>Provide an example of the use of social networking in prevention; </li></ul><ul><li>Provide an example of the use of social networking in treatment; </li></ul><ul><li>Develop at least one strategy for your own program or organization; </li></ul><ul><li>Discuss three ethical considerations in the use of this technology. </li></ul><ul><li>*Was “describe three social marketing techniques and media marketing tools” </li></ul>
    9. 18. ACTIVITY <ul><li>LIST all technology you use in your personal </li></ul><ul><li>and </li></ul><ul><li>professional life </li></ul><ul><li>for </li></ul><ul><li>exploration, communication, learning, fun and play. </li></ul>
    10. 24. Sasha Frere-Jones The New Yorker, April 20, 2009 <ul><li>“ One way to understand social-networking sites like Facebook and MySpace is to consider that younger digital natives are not necessarily being exhibitionists when they post photographs of themselves and share personal details there…. </li></ul>
    11. 25. <ul><li>… Instead, these users are living a life in which consciousness is spread out evenly over two platforms: </li></ul><ul><li>Real life and the Web. ” </li></ul>
    12. 26. Sooooooooooooooooooooooooooooooo Let’s Get to Work!
    13. 27. Defining: Social Media Social Marketing Social Network(ing)
    14. 28. Social Media Media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
    15. 29. Top (20) Reader Responses to “What is Social Media?” Here are a few… <ul><li>1. Collaboration: “Ask not what the Internet can do for you, but what you can do with other Internet users.” </li></ul><ul><li>9. Community: “Set of updated communication tools that allow us to build new communities at a time when our local community had almost been lost.” </li></ul><ul><li>13. Real-time: “Social Media is on-demand, real time interaction, that uses technology to enable genuine engagement with others around media vs simply sharing data with them.” </li></ul><ul><li>17. Unity: “The never ending drive for humans desire to unite.” </li></ul>
    16. 30. <ul><li>Social media can be said to have three components: </li></ul><ul><ul><li>Concept (art, information, or meme). </li></ul></ul><ul><ul><li>Media (physical, electronic, or verbal). </li></ul></ul><ul><ul><li>Social interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print). </li></ul></ul><ul><li>Common forms of social media: </li></ul><ul><ul><li>Concepts, slogans, and statements with a high memory retention quotient, that excite others to repeat. </li></ul></ul><ul><ul><li>Grass-Roots direct action information dissemination (such as public speaking, and demonstrations). </li></ul></ul><ul><ul><li>Electronic media with 'sharing', syndication, or search algorithm technologies (includes internet and mobile devices). </li></ul></ul><ul><ul><li>Print media, designed to be re-distributed. </li></ul></ul>
    17. 31. YOUR TURN: Name 5 different types of social media! Social media can take many different forms, including Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking.
    18. 32. <ul><li>Social Marketing </li></ul><ul><li>The practice of utilizing the philosophy, tools, and practices of commercial marketing for health and/or social programs. Social marketing sells a behavior change to a targeted group of individuals </li></ul><ul><ul><li>Accept a New Behavior </li></ul></ul><ul><ul><li>Reject a Potential Behavior </li></ul></ul><ul><ul><li>Modify a Current Behavior </li></ul></ul><ul><ul><li>Abandon an Old Behavior </li></ul></ul>
    19. 33. OR <ul><li>“ Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the VOLUNTARY behavior of target audiences in order to improve their personal welfare and that of their society.” </li></ul><ul><li>- Andreasen </li></ul>
    20. 34. <ul><li>Not driving after drinking </li></ul><ul><li>Not smoking </li></ul><ul><li>Managing stress </li></ul><ul><li>Eating 5 servings of fruits & vegetables </li></ul><ul><li>Not physically abusing/assaulting </li></ul><ul><li>Approving and implementing environmental changes on campus </li></ul>
    21. 36. Dover Youth to Youth YouTube Channel: Less Than U Think
    22. 37. Social Marketing: Short List <ul><li>Think behavior change </li></ul><ul><li>Know your audience-motivations, what is important to them, fears, hopes, values </li></ul><ul><li>Think benefits and costs of behavior (remind you of Motivational Interviewing?????) </li></ul><ul><li>When/Where in right frame of mine </li></ul><ul><li>When/Where is right place and time </li></ul>
    23. 38. Social media super-powers aren’t always just used for “good”…
    24. 39.
    25. 40.
    26. 41.
    27. 42. <ul><li>“ The dramatic growth and popularity of social networks such as Facebook, MySpace, and others have already transformed the media landscape. Facebook users spent an average of five hours and 12 minutes on the site in July 2009, a dramatic increase from an average of 90 minutes the previous year.” </li></ul><ul><li>“ Ad spending on social media is predicted to grow from around $2 billion in 2008 to $3.49 billion by 2013.” </li></ul>
    28. 43. <ul><li>“ The goal is not simply to expose consumers to a particular product or service, but to create an environment in which they are actually interacting with the brand, “befriending” the product, and integrating it into their personal and social relationships. Engagement also involves generating subconscious associations with brands.” </li></ul><ul><li>– Alcohol Marketing in the Digital Age </li></ul>
    29. 44. <ul><li>Social Network(ing) </li></ul><ul><li>A social network is a social structure made of individuals (or organizations)...which are tied (connected) by one or more specific types of interdependency, such as: </li></ul><ul><li>friendship/kinship, </li></ul><ul><li>common interest, </li></ul><ul><li>financial exchange, </li></ul><ul><li>dislike, </li></ul><ul><li>relationships of beliefs, knowledge or prestige. </li></ul>
    30. 45. ACTIVITY: Live profiles <ul><li>FACEBOOK </li></ul><ul><li> </li></ul><ul><li>TWITTER </li></ul><ul><li> </li></ul><ul><li>BLOGS </li></ul><ul><li>Stay CoNectd </li></ul><ul><li> </li></ul><ul><li>Portland Substance Abuse Prevention </li></ul><ul><li> </li></ul>
    31. 46. Why Use Social Media at All? <ul><li>Any ideas? </li></ul>
    32. 47. Who’s: <ul><li>On Facebook? </li></ul><ul><ul><li>Facebook is still used by more nonprofits than any other commercial social network with 86% of nonprofits indicating that they have a presence on this network. This finding is a 16% increase from 2009, when 74% of respondents had a Facebook presence (Common Knowledge ) </li></ul></ul><ul><li>On Twitter? </li></ul><ul><ul><li>Twitter grew as a commercial social networking outlet of choice for nonprofits with a year-over-year increase of 38%, moving from 43% in 2009 to 60% in 2010, as measured by nonprofits who affirmed that their organization had a presence on this rapidly growing micro-messaging platform. (Common Knowledge) </li></ul></ul><ul><ul><li>“… about 65 million tweets are sent on Twitter each day. This equates to roughly 1.96 billion tweets per month.” (Mashable) </li></ul></ul><ul><li>Texting? </li></ul><ul><ul><li>Calling is still a central function of the cell phone for teens, and for many teens voice is the primary mode of conversing with parents. Fully 72% of all teens -- or 88% of teen cell phone users -- are text-messagers. (Pew Research Center) </li></ul></ul><ul><li>Blogging? </li></ul><ul><ul><li>Pew Research Center survey says about 27% of Americans read blogs </li></ul></ul>
    33. 48. Nonprofits on Commercial Social Networks
    34. 49. Reasons for Not Having a Presence on Commercial Social Networks <ul><li>Of those survey respondents with no presence on commercial social networks, </li></ul><ul><li>46.6% (44.3% in 2009) cited a lack of expertise, and </li></ul><ul><li>31.9% (20.5% in 2009) specified lack of budget as the reason. </li></ul><ul><li>Just 12.3% (13.1% in 2009) indicated that they did not believe that having a presence on commercial social networks was a good use of resources. </li></ul>
    35. 50. When to Say ‘NO’ to Social Media <ul><li>When you stress out over controlling the message. </li></ul><ul><li>The message is what people say it is. </li></ul><ul><li>When your coalition isn’t ready for some changes to how they work. </li></ul><ul><li>When your priority population isn’t online. </li></ul><ul><li>If everything must be vetted by a central authority. </li></ul><ul><li>When your prevention message is written in stone rather </li></ul><ul><li>than electricity. </li></ul><ul><li>When you aren’t willing to help people learn new skills and take time to make it a coalition habit or norm . </li></ul>
    36. 51. Things TO DO When Using Social Media <ul><li>… friend/follow members, stakeholders, researchers, etc. </li></ul><ul><li>… consider having both personal and professional profiles. </li></ul><ul><li>… listen and post 1-3 times a day. </li></ul><ul><li>… honor others with a citation (name/link) when you use their content. </li></ul><ul><li>… share ideas and information you find valuable and relevant. </li></ul><ul><li>… acknowledge and celebrate the work of others. </li></ul><ul><li>… connect and cross-post with others. </li></ul><ul><li>… engage people and ideas both online and offline; weave the two together for a stronger web presence. </li></ul>
    37. 52. Addiction to social networking? No solid research but certainly enough information on the subject “out there” <ul><li>Coping with Social Networking Addiction (4/28/09, Associated content/Yahoo! News) </li></ul><ul><li>Study Highlights Growing Social Media Addiction (4/16/10, SME) </li></ul><ul><li>Battling Facebook Addiction (2/2/10, Philadelphia ABC News) </li></ul><ul><li>Social Networking Sites: Beneficial or Dysfunctional (5/14/10, Suite 101) </li></ul><ul><li>5 Clues You Are Addicted to Facebook (4/23/09, CNN) </li></ul>
    38. 53. 3:00 minutes Things TO DO When Using Social Media
    39. 54. Policies (guidelines) Ethics
    40. 55. <ul><li>“ To err is human; to really foul things up requires a computer” </li></ul>
    41. 56. Playing it Safe: At Work, At Home, On the Web Policies or Guidelines <ul><li>“ The fact is, computers do not foul things up, people do. But computers allow us to foul them up faster, more efficiently and in more ways that we could have ever imagined.” Dennis M. Kirschbaum, ARM </li></ul><ul><li>Policies should address: </li></ul><ul><li>Proper use of email </li></ul><ul><li>Restrictions of Internet access (if applicable) </li></ul><ul><li>Use of personal electronic equipment in the office </li></ul><ul><li>Guidelines should address much more about the interchange between you and the </li></ul>
    42. 57. ETHICS <ul><li>Ethics of technology is a subfield of ethics addressing the ethical questions specific to the Technology Age . Some prominent works of philosopher Hans Jonas are devoted to ethics of technology. Technology itself is incapable of possessing moral or ethical qualities, since &quot;technology&quot; is merely tool making. Thus, &quot;ethics of technology&quot; refers instead to two basic subdivisions. </li></ul><ul><li>The ethics involved in the development of new technology—whether it is always, never, or contextually right or wrong to invent and implement a technological innovation. </li></ul><ul><li>The ethical questions that are exacerbated by the ways in which technology extends or curtails the power of individuals—how standard ethical questions are changed by the new powers. </li></ul><ul><li> </li></ul>
    43. 58. <ul><li>Definition I: Ethics is what you do – how you behave when no one is looking. </li></ul><ul><li>Definition II: Ethics is how you behave when you are not compelled to behave in any particular way, and you just choose to behave. </li></ul><ul><li>Definition III: Ethics is when you don’t just act in your self interest, but you act how you think you ought to act. </li></ul>
    44. 59. Remember Social Marketing Short List???? <ul><li>Think behavior change </li></ul><ul><li>Know your audience-motivations, what is important to them, fears, hopes, values </li></ul><ul><li>Think benefits and costs of behavior (remind you of Motivational Interviewing?????) </li></ul><ul><li>When/Where in right frame of mine </li></ul><ul><li>When/Where is right place and time </li></ul><ul><li>PARALLEL TO TREATMENT </li></ul>
    45. 60. Motivational Interviewing <ul><li>“ MI is a specialist method for tackling particularly difficult behavior change problems.” </li></ul><ul><li>Steve Rollnick </li></ul><ul><li>It’s about coming along side the individual. </li></ul><ul><li>It’s about knowing what I know is not what he/she they knows. </li></ul><ul><li>It’s about how to help someone decide </li></ul><ul><li>his/her priorities. </li></ul><ul><li>It’s about helping him/her learn whether </li></ul><ul><li>behavior change is on his/her agenda. </li></ul>
    46. 61. Social Marketing made simple …….. <ul><li>… is the coordinated activities that comprise a program to make certain behaviors – </li></ul><ul><li>FUN: “Are the consequences of behavior both real and rewarding to me?” AKA Willing </li></ul><ul><li>EASY: “Can I do it? Am I Capable?” AKA Able </li></ul><ul><li>POPULAR: “What do the people I care about want me to do?” AKA Ready </li></ul>
    47. 62. What communication alone CAN do: <ul><li>Increase or reinforce knowledge and awareness of an issue, problem, or solution </li></ul><ul><li>Influence perceptions, beliefs, and attitudes that may change social norms </li></ul><ul><li>Prompt action for simple behaviors </li></ul><ul><li>Demonstrate or illustrate healthy skills </li></ul><ul><li>Show the benefit of behavior change </li></ul>
    48. 63. What communication alone CANNOT do: <ul><li>Provide sustained change in complex behaviors – it needs the support of a larger program for change </li></ul><ul><li>Be equally effective in addressing all issues – other factors may influence behavior </li></ul>
    49. 64. Three ethical considerations in the use of this technology:
    50. 65. <ul><li>Innovations for Recovery, The University of Wisconsin-Madison </li></ul>
    51. 66. <ul><li> </li></ul>
    52. 67. <ul><li> </li></ul>
    53. 68. (CBT4CBT) © Kathleen Carroll and Yale University
    54. 69. <ul><li> </li></ul>Families Can Talk About Talk to your kids about the media in their life. We have more tools and tips that can help
    55. 70. Where do you see yourself along the continuum of Social Media/Marketing/Networking?