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The Impact of Social Media on Public Health Research and Practice
1.
2. THE IMPACT OF SOCIAL MEDIA
ON PUBLIC HEALTH RESEARCH
AND PRACTICE
a conversa*on with Gonzalo Bacigalupe
Technology developments are moving us towards the predominance of cloud
compu7ng, collabora7ve exchange, and social networking over the use of
technology as just storage, mul7tasking, and faster ways of carrying on
business as usual. These developments s7mulate new ways of collec7ng data,
developing messages, and sharing informa7on. No7ons of exper7se, control,
hierarchy, acquisi7on of knowledge, locality, iden7ty, privacy, etc. are all in
flux as social media is adopted by popula7ons worldwide. We explore some
of these technologies and how they may reshape public health prac7ce.
gonzalo.bacigalupe@umb.edu
5. The effect of Web 2.0 on medical pracGce and educaGon:
Web 2.0 is a term describing new collabora7ve Internet
applica7ons. The primary difference from the original
World Wide Web is greater user par7cipa7on in
developing and managing content, which changes the
nature and value of the informa7on.
Key elements of Web 2.0 include: Really Simple
Syndica7on (RSS) to rapidly disseminate awareness of new
informa7on; blogs to describe new trends; wikis to share
knowledge; and podcasts to make informa7on available
quot;on the movequot;.
Increasing role in providing health informa7on quot;any 7me,
any placequot;.
McLean, R., Richards, B. H., & Wardman, J. I. (2007). The effect of Web 2.0 on the future
of medical prac7ce and educa7on: Darwikinian evolu7on or folksonomic revolu7on?
Medical Journal of Australia, 187(3), 174‐177.
12. Social markeGng / Social Media
Users control communica7on in second genera7on of Internet‐based
applica7ons, holding promise to significantly enhance promo7onal efforts
within social marke7ng campaigns:
• directly engaging consumers in the crea7ve process by both producing and
distribu7ng informa7on through collabora7ve wri7ng, content sharing,
social networking, social bookmarking, and syndica7on.
• enhancing the power of viral marke7ng by increasing the speed at which
consumers share experiences and opinions with progressively larger
audiences.
Because of the novelty and poten7al effec7veness of Web 2.0, social
marketers may be en7ced to prematurely incorporate related applica7ons
into promo7onal plans.
But as strategic issues such as priority audience preferences, selec7on of
appropriate applica7ons, tracking and evalua7on, and related costs are
carefully considered, Web 2.0 will expand to allow health promo7on
prac77oners more direct access to consumers with less dependency on
tradi7onal communica7on channels.
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008). Enhancing promo7onal
strategies within social marke7ng programs: use of Web 2.0 social media. Health Promot
Pract, 9(4), 338‐343.
14. Knowledge intermedia7on:
source credibility not enough
As a result of the social process of disintermedia7on enabled by digital media, tradi7onal
intermediaries are replaced by apomediaries: tools and peers standing by to guide
consumers to trustworthy informa7on, or adding credibility to informa7on.
For apomedia7on to be an aIrac7ve and successful model for consumers, the recipient has
to reach a certain degree of maturity and autonomy. Different degrees of autonomy may
explain differences in informa7on seeking and credibility appraisal behaviors.
In this environment, tools, influen7al peers and opinion leaders are the primary conveyors
of trust and credibility. Apomediary credibility may become equally or more important than
source credibility or even message credibility.
Network analysis could be useful to study the dynamics of apomediary credibility in a
networked digital world. There are prac7cal implica7ons of the apomedia7on model for
developers of consumer health websites which aspire to come across as quot;credible”:
Consumers need and want to be able to be co‐creators of content, not merely be an
audience who is broadcasted to. Web2.0 technology enables such sites. Engaging and
credible Web sites are about building community and communi7es are built upon personal
and social needs.
Eysenbach, G. (2007). From intermedia7on to disintermedia7on and apomedia7on: new
models for consumers to access and assess the credibility of health informa7on in the age
of Web2.0. Studies in Health Technology and Informa*cs, 129(Pt 1), 162‐166.
26. Flood Warning, Mobile Phones and Dynamic
Mapping in India (September 7, 2008)
• Today, one in four Indians has a mobile phone. […] From the villager
siwng atop his half‐drowned hut calling for help in flood‐hit Bihar,
to the kabadiwallah who eagerly hands you his number, it’s mobile
networking like never before.“
• […] the mobile phone’s ‘greatest impact [will] be on those people
with professions that are 7me, loca7on and informa7on sensi7ve.
[…] fishermen wan7ng a weather update or the loca7on of the best
catch; hospitals contac7ng pa7ents without a permanent address;
SMSes on the Sensex.”
• “It is true that network coverage and mobile penetra7on are s7ll
limited to certain areas. But, interes7ngly, as a study by the Center
for Knowledge Socie7es (CKS) showed in Maharashtra, Up and
Karnataka, many new mobile users belong to poorer areas with
scarce infrastructure, high levels of illiteracy and low PC and
internet penetra7on.”
hIp://irevolu7on.wordpress.com/2008/09/07/mumbai