Qjbc2016 social media

ljhopp@pnw.edu @ljhopp @PurdueNorthwest @icebnp
Social Media and Evidence
Based Policy and Practice

Tweet, Snapchat and Text, Oh
My! Role of Social Media in KT
Lisa Hopp PhD RN FAAN
Director, Indiana Center for Evidence Based Practice
ljhopp@pnw.edu
@ljhopp

Objective…in 140
characters or less
 Tell me what social
media tools may be
helpful for evidence
based policy or
practice
 Create better
messages for KT

Social Media  Employ mobile and web-
based technologies to
create highly interactive
platforms via which
individuals and
communities share, co-
create, discuss, and
modify user-generated
content
What is it?
Kietzmann JH, Hermkens K, McCarthy IP,
& Silvestre BS (2011). Bus Horizons, 54, 241-251
Image source:
www.tricycle.com/files/images/issues/v20n3/052social
media_1.jpg

In other words…
source:www.reachbrands.co.uk/wp-
content/uploads/Co-Creation-02.gif
source:
http://wajidali.files.wordpress.
com/2009/11/hero-overview-
share.jpg

www.solveitmedia.com/wp-content/uploads/2012/07/SocialMediaLandscape.jpg

Categories of Social Media?
Personal Blogs/Microblogs
Collab-
orative
Wikipedia/Yo
uTube
Online
Comm
-unity
Facebook/LinkedIn/Vi
deo
Social
Worlds
Second
Life

Who has mobile smart
devices?
Strategy Analytics,
Oct 2012
63%
2015
(Pewinternet.org
92% of Americans
own a mobile device

Pew Research Center (2016)

Who has mobile smart
devices and how do
they use them and
who can afford them?
October 2012:
• Now over 1 billion smart
devices worldwide
• 1/7 people owns one
worldwide
(Strategy Analytics, Oct 2012)
Imagesource:
http://appngonews.thebutterflyfx.com/bl_portfolio/381/

5 Billion People will Use Mobile
Phones by 2017 Worldwide
https://infographic.statista.com/normal/ChartOfTheDay_
1517_Worldwide_mobile_phone_users_n.jpg
in millions

Opportunity
abounds in rich
countries, but usage
lags in emerging
economies
Pew Research Center
(2016)
http://www.pewglobal.org/2016/02/22/sma
rtphone-ownership-and-internet-usage-
continues-to-climb-in-emerging-
economies/technology-report-01-03/

R=.84
US: 72% own
$55,900 GDP/capita
Ethiopia: 4% own
$1774 GDP/capita
Canada: 67% own
$45,481 GDP/capita

R=.87
Canada: 90% use
$45,481 GDP/capita
Ethiopia: 8% use
$1774 GDP/capita
US: 89% use
$55,900 GDP/capita

Do enough people use social media as an
option for KT and EBHC?
http://pewinternet.org/Commentary/2012/March/Pew-
Internet-Social-Networking-full-detail.aspx

In 2015-social media age gap narrows:
93 93 91 89 84
82 65 60 63 59
0
20
40
60
80
100
120
140
160
180
200
Venezuala Canada Australia US UK
% Internet or Smartphone Users of Social Media Users by Age
Age 18-34 Age 35+

Generally, FB continues to rule (UK data)
<35 yo spent 795
min/month on Fb
July 2016
http://www.comscore.com/Insights/Data-Mine/Facebook-retains-Social-Media-crown-
for-UK-Millennials

Canadian Nurses
CollegeofNursesofOntario.(2012).TheStandard,
37(2),14-15.Retrievedfrom
www.cno.org/Global/pubsmTSMVol37No2.pdf

Australian and NZ
Nurses/Midwives (2016)
Facebook
YouTube
Pinterest
Instagram
0 20 40 60 80 100 120
% Use
% Use
Tuckeretal(2016)IJNP

Australian and NZ
Nurses/Midwives (2016)
Social
Education
Entertainment
Prof Network
Employ
0 10 20 30 40 50 60 70
% Purpose
% Use
Tuckeretal(2016)IJNP

What is the world-wide traffic in
social media—unique visitors?
Pinterest 25M
Twitter 37M
Facebook 150M
Bing 167M
Google (main search) 187M
ComscoreInAdweek,2012,Oct29-Nov4V53(38)
For the month of September 2012

Image source: http://www.keler-amse.nl/wp-
content/uploads/socialmedia.jpg
Opportunity
for
healthcare?
https://youtu.be/2Zy3qTKMQzs

16.9 million mobile users in the U.S. accessed health information on their
device during the three-month average period ending November 2011,
growing 125 percent from the previous year. Of those that accessed
health information, nearly 3 in 5 were under the age of 35
http://www.comscoredatamine.com/wp-content/uploads/2012/01/Mobile-Health-
Access_November-2011-Data.jpg

Value in Network Grows with New
Members
 Metcalfe’s law:
[expressed as n(n-
1)/2]
 N=4, value=6
 N=7, value=21
Frazer, R (2012). OJIN, 17(3). DOI:
10.3912/OJIN.Vol17No03ManOS
Imagesource:
http://upload.wikimedia.org/wikipedia/commons/thumb/2/24/Network_Tree_diag
ram.png/220px-Network_Tree_diagram.png

Microblogging—
opportunities for
healthcare?
 Convenience - cellphones
are routinely on hand and
switched on
 Ubiquity - most people
have a mobile device with
text capability
 Immediacy - recipients are
more likely to read a
message and take action
right away
 Communication - two-way
communication capability
provides opportunities for
direct engagement
Weaver, B., Lindsay, B., Gitelman, B.,
(September 30, 2012) OJIN Vol.
17, No. 3, Manuscript 3.
DOI: 10.3912/OJIN.Vol17No03Man03

Microblogging—
opportunities?
 Monitoring - can be used
not just for communication,
but also to monitor/report
symptoms
 Measurability - results can
be tabulated and
measured
 Dissemination - can be
used for emergency alerts
 Multimedia - texts can
include links to audio,
video or other websitesWeaver, B., Lindsay, B., Gitelman, B.,
(September 30, 2012) OJIN Vol.
17, No. 3, Manuscript 3.
DOI: 10.3912/OJIN.Vol17No03Man03

84% would
participate again,
despite
accessibility and
attractiveness
barriers
N=298
Young, mostly
female and already
use the Internet
Dutch mixed methods evaluation study;
infertility
Interface must
be clean, simple
and
straightforward
Breejenetal.(2012)JofMedicalInternetResearch
www.jmir.org/2012/5/e138/

Too much information?
 “data asphyxiation” (William
van Winkle)
 “data smog” (David Shenk)
 “information fatigue
syndrome” (David Lewis)
 “cognitive overload” (Eric
Schmidt)
 “time famine” (Leslie Perlow)
http://media.economist.com/images/images-
magazine/2011/07/02/wb/20110702_wbd000.jpg
Schumpeter (2011) www.economist.com/node/18895468

Push or Pull? Shifting away from
pushing?
http://www.comscore.com/Insights/Presentations-and-
Whitepapers/2016/The-2016-US-Mobile-App-Report

Health isn’t making it in the app
market
http://www.comscore.com/Insights/Presentations-and-
Whitepapers/2016/The-2016-US-Mobile-App-Report

http://www.socialblabla.com/wp-
content/uploads/2011/07/social-media-manager.jpg
Can we tame it?

Texting is popular

Can SMS make a difference—
when patients are the KU?
 A meta-review of 12
systematic reviews
 Effect of SMS on
self-care on
management of
chronic conditions?
Jones,Lekhak&Kaewluang(2014)Worldviewson
Evidence-BasedNursing,11:2,81–88.

SMS might work to increase
 11 systematic reviews published 2009-
2012
 4 SRs of RCTs only
 3 of RCTs and CCTs
 4 of mixed designs

SMS might work
In what conditions?
 Asthma, diabetes, short-
term smoking cessation,
HIV-AIDS
 Wide range of age and
SES
 Outcomes: self
management, making
appointments and taking
medications
What works better?
 Tailored messages
 Interactive capacity
 Link with internet-based
interventions (HgbA1C)
 Frequency—depends;
may work better if the
frequency matches the
frequency of the behavior

Much remains to study
 Harm and cautions?
 Better science
 Better reporting for synthesis
 Intensity
 How to make linkages with online
applications?

What about the way we
communicate?

If we communicate like Apple®, can we
transfer knowledge?
iPhone 7
What makes this
effective
communication?
Images:http://knowledge.wharton.upenn.edu/wp-
content/uploads/2014/03/apple-1024x440.jpg;www.apple.com

Crafting the Message—Making it
Stick
 Simple
 Unexpected
 Concrete
 Credentialed
 Emotional
 Story

According to Heath2:
 Find the core
 Translate the core using the SUCCESs
checklist
Heath, C & Heath D
(2008) Made to stick.
Random House: NY, NY

Simple
 Finding the ‘core’
 St. Exupéry:
“A designer knows he
has achieved
perfection not when
there is nothing left to
add, but when there is
nothing left to take
away”
 Elegance
Heath, C & Heath D

Make this simple?
 “Online strategies for health-related knowledge
translation can act as a vehicle to link researchers,
practitioners, policymakers and consumers, thus
facilitating the timely and relevant exchange of
information, including where gaps in knowledge
exist…Virtual communities of practice are an effective
and pragmatic way for health professionals, the general
public and other key stakeholders to interact and share
knowledge.” (p. 261)
Mairsetal.(2013).HealthInformation
LibrariesJournal,30,262-77)

Better for Transfer?
 Like a learning
huddle, online
strategies work best
when people who
care get together
online
Image source: http://tinyurl.com/jfcdgwx
Simple = core + compact

Unexpected
 Surprise makes us
pay attention
 We want to fill gaps-
they make us
curious
Imagesource:http://tinyurl.com/z8ewbl5Heath, C & Heath D

Create Curiosity with the
Unexpected
 Which one wins to
improve diet and
exercise?
 Facebook or the
clinic?

Concrete
 Concrete is
memorable
 Eg:
Heath, C & Heath D

Concrete  Concrete is
memorable
 Eg:
Heath, C & Heath D

Credentialed
 Beyond
“good”evidence:
 Say it so we get it
 Relate the magnitude to
something people can
connect to
 Scale and context
matter-it’s why I like
NNT
 Check this out:
http://www.thennt.com
Heath, C & Heath D

Which would have more impact in a
Tweet?
 If 8 patients take
systemic steroids at
the beginning of an
asthma attack, 1 will
not be hospitalized
http://tinyurl.com/zj77
ese
 Early use of CS for
acute asthma in the
ED significantly
reduced admission
rates (N = 11; pooled
OR: 0.40, 95% CI:
0.21 to 0.78)
http://tinyurl.com/go84
so3

Can social media really be
“credentialed”?
Heath, C & Heath D

You make the call…

Emotional
 Make people care-
they will act
 Message about the
particular
 “If I look at the
mass, I will never
act. If I look at the
one, I will”-Mtr
TheresaHeath, C & Heath D

A second look…why has this non-
credible message stuck?

Appeal to self interest and
identities

Story
 Patient is not a 3rd
person word
(e-patient Dave)
Heath, C & Heath D

Opportunity?
 Patient empowerment—E--
patient Dave
Equipped
Engaged
Empowered
Enabled
3:50-6:20

Opportunity?
 AHRQ—for patients, engaging them in
evidence-based decision making-what do
you think?
 We need to a lot better….

Make
messages
stick!
Image:http://i1228.photobucket.com/albums/ee4
54/lightyjo/sticky3_zpsd1331a1d.jpg

My presentation:
http://www.slideshare.net
Search on users: Lisa Hopp

Qjbc2016 social media

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