Social Media: Strategic Shift or Tactical Tool?


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Presentation at the APHA Expert Round Table on Social Media and Risk Communication in Times of Crisis - 31 Mar 09

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  • Social Media: Strategic Shift or Tactical Tool?

    1. 1. Expert Round Table on Social Media and Risk Communication in Times of Crisis American Public Health Association 31 March 2009 R. Craig Lefebvre, PhD George Washington University School of Public Health & Health Services
    2. 5. Investors Customers Prospects Press/Analysts Partners Employees Potential Employees Influencers MESSAGES Competitors
    3. 9. <ul><li>VERB (8372) </li></ul><ul><li>Centers for Disease Control and Prevention </li></ul><ul><li>Fight Mannequinism </li></ul><ul><li>The Federal Voting Assistance Program and Ad Council </li></ul><ul><li>Above the Influence </li></ul><ul><li>Office of National Drug Control Policy, Partnership for A Drug-Free America </li></ul><ul><li>National Day to Prevent Teen Pregnancy </li></ul><ul><li>National Campaign to Prevent Teen Pregnancy, Teen People </li></ul><ul><li>Small Step </li></ul><ul><li>U.S Department of Health and Human Services, Ad Council </li></ul><ul><li>Girls Go Tech </li></ul><ul><li>Girl Scouts of USA, Ad Council </li></ul>
    4. 10. <ul><li>Set up a web site with information and/or 'cool stuff' to interact with or download </li></ul><ul><li>Convert the PSAs and print material into digital formats </li></ul><ul><li>Promote like crazy through traditional media and the web (blogs, MySpace, viral, WOM) - now it's new! </li></ul><ul><li>Use cell phones and SMS as a response channel </li></ul><ul><li>Push messages and alerts out to participants who opt-in at the web site or through SMS to receive them </li></ul><ul><li>Measure results by eyeballs and click throughs </li></ul>Caution: Adherence to these principles will insure that you develop a program that uses new media and does not apply social technologies that fit into people’s lives and practices and help change behaviors in relevant ways .
    5. 14. “ The most frequently cited benefit of the internet was in helping people tap into [their] social networks” – Susannah Fox.
    6. 16. <ul><li>Becomes a collaborative platform </li></ul><ul><li>Harnesses collective intelligence </li></ul><ul><li>Enables everyone to be a content creator </li></ul><ul><li>Provides greater access to knowledge and information resources </li></ul><ul><li>Encourages media multiplexity </li></ul><ul><li>Expands and manages social networks </li></ul>
    7. 17. <ul><li>Enhance existing linkages </li></ul><ul><li>Develop new linkages </li></ul><ul><li>Enable indigenous helpers </li></ul><ul><li>Create new networks </li></ul><ul><li>Empower existing ones </li></ul><ul><li>Weave together networks </li></ul><ul><li>Engage communities in new ways </li></ul>Changes the World You Live In
    8. 18. &quot; The national broadcasts are just kind of silly and alarmist. It's nice to have something to balance that out.&quot;
    9. 19. <ul><li>Public information e- newsletter </li></ul><ul><li>Email, SMS, RSS (news widget) and twitter alerts </li></ul><ul><li>Public information blog </li></ul><ul><li>Flickr photo site </li></ul><ul><li>Live internet radio show </li></ul>
    10. 21. 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.
    11. 22. <ul><li>“ Our goal on Sept. 5 is that whether you’re in your car, on your computer, commuting, listening on your cell phone, or, God forbid, at home watching television, that the CBS News will be available to you” </li></ul>- President of CBS News and Sports, New York Times , July 17, 2006 on changes for “ The CBS Evening News.”
    12. 23. Engage and Participate vs. Transmit Advocate vs. Preach Inform and Collaborate vs. Command and Control Informal and Conversational vs. Formal and Instructive Build Community vs. Tell Your Audience
    13. 24. The Change We Need <ul><li>… learn how the cultures need to adapt to the new technology – not simply how to adapt the tools. Then you can produce work that meets and even exceeds the expectations of people. </li></ul>
    14. 25. <ul><li>The Social Web empowers people's ability to engage in self-expression and communicate and share information with whomever they choose – Tech Crunch </li></ul><ul><li>Social technologies succeed when they fit into the social lives and practices of those who engage with the technology – danah boyd </li></ul><ul><li>It’s not about using new media; it’s about using media in new ways – craig lefebvre </li></ul>