The document discusses how new media such as social networks, user-generated content, and mobile technologies can be used for public health purposes. It outlines how public health organizations can increase the reach of their interventions and engage with the public through these new channels. While new media provides opportunities, it also presents challenges regarding information access and balancing professional and personal interactions online. The CDC is highlighted for its use of Facebook, Twitter, and mobile messaging to share health information with broad audiences.

1. Public Health 2.0: New media for advancing health… …and advancing your career! Jay Bernhardt, PhD, MPH Twitter: @jaybernhardt

2. Foundations and Principles New Media Interactive, digital, networked, impartial Web 2.0 Interactive information sharing & collaboration Social Networks Interdependent connections of nodes (individuals or groups) User Generated Content (UGC) Produced by end-users Open Source Design through UGC Personalization Tailored to receivers Digital Divide Gaps in direct and indirect access to IT

3. Health & New Media Taxonomy New media can support public health practice Increase reach and impact of public health surveillance, interventions, campaigns, outreach, public engagement Challenges: professional and public information access New media can support (or can hurt) your career Increase effectiveness, efficiency, productivity, decision making, interpersonal relations, quality time Staying connected with others, share information, have fun Challenges: mixing professional with personnel balancing online and offline interactions

4. The Power of New Media

5. Effective Public Health… Providing health information and productswhen, where, and how people want them and need them to inform healthy and safe behaviors Use customer-centered strategies Make information accessible and relevant Mix high repetition with deep engagement Combine high-tech with high-touch New media is a growing channel for interventions

6. The Proliferation of Screens

7. Communication 1.0 vs. 2.0 Most trusted = People Like Me - Edelman trust barometer Traditional Media (vertical) Social Media (horizontal) “My Way” Communication

8. The Power of Peer Influence “People Like Me” “We have reached an important juncture, where the lack of trust in established institutions and figures of authority has motivated people to trust their peers as the best sources of information.” --Richard Edelman, President and CEO, Edelman. Source: http://www.edelman.com/news/showone.asp?id=102

9. Decision Making 2.0

10. Public Engagement "This office will seek to engage as many Americans as possible in the difficult work of changing this country, through meetings and conversations with groups and individuals held in Washington and across the country." 10

11. New Media for Public Health

12. Social Networks—Demographics & Use

13. World Map of Social Networks Image Source: http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png

14. Social Media Utilize Existing Networks Average Number of Facebook Friends in 2007: 164Median Number of Friends: 132 http://buzzcanuck.typepad.com/agentwildfire/2007/10/facebook-averag.html http://www.whatsnextblog.com/archives/social_media_chart_small.jpg

15. CDC on Facebook

16. Social Networks--Current CDC Partners

17. Blogging & Bloggers

18. Micro-Blogging: Twitter “I think there is, every few seconds, a tweet on this topic. It's clear that, if you can give people something to do, something real to do that could help improve their health and reduce their risk, that's very empowering during a difficult situation.”

19. Shared Media: Video, Audio, Images

20. Virtual Worlds: Second Life

21. Virtual Worlds: Second Life

22. Widgets, Buttons, eCards

23. Mobile Health (mHealth)

24. Accessible, Personal, & Portable “Mobile users are inseparable from their devices… And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.” Average number of hours per day mobile phones are within arm’s reach: 19 hours(From: Pew Internet & American Life Project, The Social Life of Health Information, Accesed September 10, 2009ttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx) From: eMarketer, Mobile Users and Usage: It’s Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer_2000589.aspx

25. http://m.cdc.gov Over 242,000 views of mobile flu pages alone since April 22nd

27. Subscribers receive about three messages/week

28. H1N1 flu messages and other health topics

30. Feedback from Media & Experts “…The CDC is clearly making an effort to provide site visitors with multiple ways and formats to consume this serious content, from video explan-ations to podcasts featuring health domain experts… …So yes, swallow your pride. We can learn from the ‘big, fat, impenetrably slow and bureaucratic’ agencies out there. Suck it up and take action.” -- Pete BlackshawAdvertising Age

31. New Media for Students & Professionals

32. Personal Social Networks

33. Professional Social Networks

34. Professional Collaboration Tools

35. To Tweet or Not to Tweet?

36. How to Speak Twitter Tweet: An individual Twitter post @Replies: A reply to an individual Twitter user, also refers to a user’s profile Follow: Receiving an individual’s Twitter updates Fail Whale: The image that is shown when Twitter is “over-capacity” Direct Message: A private (140-character) message sent directly to an individual ReTweet or RT: Sharing another user’s tweets with followers Hashtag or #:A way to categorize tweets around a certain topic or event Live Tweet:Reporting an event as it happens via Twitter

37. Sharing and Streaming Media

38. The Future of New Media Location, Location, Location GPS and Geocoding Apps, Apps, and more Apps There is (or will be) an app for everything Convergence of Everything Media, Data, Devices Health issues?

39. Data Convergence: Mashups

40. Data Convergence: Mashups

41. Datamasher.com: Violent crime/Poverty Rate

42. The Future is Now

43. Moving from 1.0 to 2.0 Understand your audiences’ access levels Communities or competitors or employers Assume everything is stored forever Maximize your privacy settings Build and feed your professional network Embrace change but retain your values

44. Thank you Blog: http://blogs.cdc.gov/healthmarketingmusings Twitter: http://www.twitter.com/jaybernhardt Email: jbernhardt@cdc.gov