Social Media for Public Health Practice

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The purpose of this institute is to increase the effective use of social media tools for public health practice. Social media, with its emphasis on interactivity, sharable information, and many-to-many communication, has begun to transform how public health organizations communicate with their communities. Participants will examine a wide range of topics. From broad based social media campaigns to individual technologies integrated into existing programs, current examples will be demonstrated and participants will critically evaluate the use of each technology in detail. When are specific social media technologies effective in reaching populations and when are they not? Participants will learn to identify the common traits of effective social media campaigns and how to avoid the pitfalls that are common when using popular, new technologies. Participants will be introduced to a variety of existing online communities of researchers and practitioners who are using social media in their work. Additionally, strategies for implementing social media initiatives within an organization will be discussed. Building institutional support, training staff, creating appropriate policies, and marketing new resources are all key elements of a successful implementation. Participants will identify barriers to using social media and discuss a wide range of creative solutions.

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  • ??
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    Who's online? 77% of all American adults: 93% of 18-29 year olds, 43% of those 65 and older; 62% of people making less than $30,000/year, and 95% of those making over $75k.
  • Use an online social networking site like MySpace, Facebook or LinkedIn.com*
    47

    Watch a video on a video-sharing site like YouTube or Google Video
    62

    Post a comment or review online about a product you bought or a service you received
    30

    Create or work on web pages or blogs for others, including friends, groups you belong to, or for work
    15

    Upload photos to a website so you can share them with others online
    37

    77%
    of active internet users read blogs

  • Use an online social networking site like MySpace, Facebook or LinkedIn.com*
    47

    Watch a video on a video-sharing site like YouTube or Google Video
    62

    Post a comment or review online about a product you bought or a service you received
    30

    Create or work on web pages or blogs for others, including friends, groups you belong to, or for work
    15

    Upload photos to a website so you can share them with others online
    37

    77%
    of active internet users read blogs

  • Social Media for Public Health Practice

    1. 1. Social Media for Public Health Practice Kate Saylor, University of Michigan: Taubman Health Sciences Library Abe Wheeler, Michigan State University Libraries APHA Learning Institute 2010
    2. 2. Presenters’ Disclosures (1) The following personal, professional, or financial relationships with commercial interests relevant to this presentation existed during the past 12 months: Kate Saylor & Abe Wheeler No relationships to disclose
    3. 3. Kate Saylor Outreach Librarian University of Michigan Taubman Health Sciences Library Contact: kmacdoug@umich.edu Facebook.com/litebulb11 Twitter.com/litebulb11 linkedin.com/in/litebulb11 Abraham Wheeler Health Sciences Librarian Michigan State University Libraries Contact: awheeler@msu.edu Facebook.com/abewheeler linkedin.com/in/abewheeler
    4. 4. Why Social Media Matters for Public Health Practice
    5. 5. “Health is social. Health is mobile. What are you spreading?” Susannah Fox
    6. 6. “Getting millions of people to go to a polling place on one specific day to pull a lever, touch a screen or mark a ballot using social media really isn’t all that complicated. Using social media to get one obese 68-year- old man who lives alone to test his blood sugar three times a day for the rest of his life? Now that’s a social media challenge.” Blogger Craig Stoltz
    7. 7. Activity: What social media sites do you use for professional use (i.e. manage your organization’s facebook page)? • Twitter • Facebook • Youtube • LinkedIn • Wikis • Blogs • other
    8. 8. Social media is changing our daily lives 1. Where we get our news 2. How we start and do business 3. How we meet and stay in touch 4. What we reveal 5. What we can influence. S. Gordhammer (Mashable October 16, 2009)
    9. 9. Author-generated Static Organization Driven Retrieval then
    10. 10. User-generated Participatory Community Driven Creation now Author-generated Static Organization Driven Retrieval then
    11. 11. Blogs, participation not publishing Emergent: user behavior not predefined Trust your users The right to remix: “Some rights reserved” Software that gets better the more people use it.
    12. 12. 2 point oh! “The Web is no longer a collection of static pages of HTML that describe something in the world. Increasingly, the Web is the world – everything and everyone in the world casts an "information shadow," an aura of data which, when captured and processed intelligently, offers extraordinary opportunity and mind bending implications. Web Squared is our way of exploring this phenomenon and giving it a name.” Tim O’Reilly
    13. 13. Web 2.0 is all about harnessing collective intelligence applications that literally get better the more people use them
    14. 14. conversation
    15. 15. Tim O’Reilly’s call to action …But 2009 marks a pivot point in the history of the Web. It’s time to leverage the true power of the platform we’ve built. The Web is no longer an industry unto itself – the Web is now the world. And the world needs our help.
    16. 16. Core values Sharable Portable Participatory Personalized
    17. 17. 79% of all American adults use the internet
    18. 18. 95% 18-29 year olds
    19. 19. 42% over 65
    20. 20. Social media users
    21. 21. 73% of wired American teens now use social networking websites
    22. 22. On a typical day in 2009 27% of adult internet users visited a social networking site
    23. 23. Among adult profile owners 73% have a profile on Facebook, 48% have a profile on MySpace 14% have a LinkedIn profile
    24. 24. 38% Teens (12-17) share content on social media sites
    25. 25. 30% Adults (18+) share content on social media sites
    26. 26. Who is the fastest growing users of the mobile web? African American Adults
    27. 27. The pursuit of health information does not happen in a social vacuum Face to face interactions still dominate health seeking behavior. 86% of all adults ask a health professional, such as a doctor. 68%of all adults ask a friend or family member. http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information/01-Summary-of-Findings.aspx
    28. 28. Health is social 52% online health inquiries are on behalf of someone other than the person typing in the search terms
    29. 29. “E patients” 41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog. 24% of e-patients have consulted rankings or reviews online of doctors or other providers. 24% of e-patients have consulted rankings or reviews online of hospitals or other medical facilities. 19% of e-patients have signed up to receive updates about health or medical issues. 13% of e-patients have listened to a podcast about health or medical issues.
    30. 30. However 6% of e-patients report that they have posted comments, queries, or information about health or medical matters in an online discussion, listserv, or other online group forum. 5% of e-patients say they have posted comments about health on a blog. 5% of e-patients have posted a review online of a doctor. 4% of e-patients have posted a review online of a hospital. 4% have shared photos, videos or audio files online about health or medical issues.
    31. 31. Case studies of successful campaigns
    32. 32. 19 million page views 20,000 placement on sites
    33. 33. Isabella Jayden
    34. 34. Why were those examples so successful?
    35. 35. 5 Best Practices
    36. 36. Are you #1
    37. 37. “We use these tools to keep you informed… and as a way to get feedback.”
    38. 38. Share Engaging Content #2
    39. 39. Sharing Links
    40. 40. Before:
    41. 41. This common household item WILL kill your family… Full story at 7!!
    42. 42. After:
    43. 43. September 10th 7 - Users
    44. 44. #3
    45. 45. Why use the presets when you can CUSTOMIZE?
    46. 46. Include complete profile information
    47. 47. Timing is Everything #4
    48. 48. Be a Cheerleader! #5
    49. 49. 1.Listen 2.Share engaging content 3.Branding 4.Timing is everything 5.Be a cheerleader
    50. 50. Break 9:30-9:45am
    51. 51. Making Social Media Work for You 9:45-10:15am
    52. 52. Before you get started
    53. 53. Who?
    54. 54. checkfacebook.com
    55. 55. 77%read blogs
    56. 56. 62% watch a video on a video-sharing site
    57. 57. Pew Internet and American Life Project 47% use an online social networking site
    58. 58. Pew Internet and American Life Project 37% upload photos to a website so they can share them
    59. 59. Why?
    60. 60. Do you want to listen?
    61. 61. What?
    62. 62. Where?
    63. 63. Thinking About Policies
    64. 64. Internal Internal External
    65. 65. Internal •Who will manage it •Organizational voice •Moderate content •Open to share •Privacy protected •Censorship •Disclaimer
    66. 66. How are peer institutions using social media?
    67. 67. Activity: Administrator Vs. Advocate Break in to pairs and discuss: •3 reasons why social media is beneficial for your organization •3 concerns when using social media for your organization
    68. 68. Privacy of individuals Question of moderation Personal expression Voice of the organization … … … Administrators
    69. 69. Advocates Reach larger audience Connect with community partners Low cost of managing Everyone’s doing it … …
    70. 70. Marketing Your Resources 10:15-10:45am
    71. 71. Competing with giants? Learn from the giants
    72. 72. Traditional Marketing 1. Press releases 2. Advertisements 3. Personal selling 4. Consumer promotion
    73. 73. Press releases Newspapers Newsletters Email messages Web site “news” sections Traditional Marketing
    74. 74. Advertisements Search engines Google AdWords MySpace/Facebook Traditional media Traditional Marketing
    75. 75. Personal selling Email signatures Social networking sites Status updates Groups Personal blog/microblog Presentations Traditional Marketing
    76. 76. Consumer promotion Contests Rewards Traditional Marketing
    77. 77. 2.0 Strategies • Make it easy to find • Make connections with others • Tell people about it • Link to it • Talk about it
    78. 78. 2.0 Strategies • Make it easy to find Keywords Search engine optimization
    79. 79. 2.0 Strategies • Make connections with others Tags Links Participation
    80. 80. 2.0 Strategies • Tell people about it Email Advertisements Press releases
    81. 81. 2.0 Strategies • Link to it Web site Email signature Profile
    82. 82. 2.0 Strategies • Talk about it Blog Twitter Newsletter Web site Conference
    83. 83. Connect Your Accounts
    84. 84. Awareness Interest Desire Action A I D A
    85. 85. Awareness
    86. 86. Facebook Ad Campaign
    87. 87. Are people talking ABOUT you?
    88. 88. Are people talking TO you?
    89. 89. Interest Connecting to your content
    90. 90. Desire Do they want to come back?
    91. 91. Time spent on page
    92. 92. Page Views
    93. 93. Action Return on investment Action
    94. 94. 1. Using your new facebook page, 2. You create an event page 3. You create ad to promote the event this year. 4. People say they are attending. 5. You see an increase in the number of attendees. Measuring the big picture Your organization hosts an annual event. 1. Likes on your page (Awareness) 3. Click through rate (Interest) 4. Registration numbers (Desire) 5. Increased attendance (Action)
    95. 95. 10:45-11:15am Increasing Your Personal Network 10:45-11:15am
    96. 96. LinkedIn
    97. 97. Linkedin GroupsNovember 6, 2010 American Public Health Association (APHA) Latest: Discussions (2) Most Active Discussions (2) Hi - I am looking for good examples of interactive websites that serve as online communities - host blogs, forums and have resources. . I appreciate any assistance! Thanks, Dana 8 comments » Like » Started by Dana Weber, MPH We have two, www.adao.us and www.gban.net (will be launched on 11.15.2010). See you soon in Denver. Thanks, Linda By Linda Reinstein Hi - I am a graduate with an MPH in epidemiology. I have no work experience and have been job searching for over one and one-half years! Any suggestions? 2 comments » Like » Started by Seema Untawale Seema, Kimether gave you great advice. Is your problem that you are not getting job interviews, or is the problem that you are getting... More » By Michelle Hutchinson, C.P.H., Editor and Writer
    98. 98. HHS in the Loop
    99. 99. Other resources CDC Social Media campaign site http://www.cdc.gov/socialmedia/ CDC PDF social media toolkit http://www.cdc.gov/healthcommunication/ToolsTe mplates/SocialMediaToolkit_BM.pdf AHRQ Quality Tools (not much on social media) http://www.ahrq.gov/qual/qualix.htm
    100. 100. HHS Social Media http://newmedia.hhs.gov/tools/index.html HHS Social Media Policies & Standards http://newmedia.hhs.gov/standards/index.html Pew Internet & American Life http://www.pewinternet.org/ Pew Internet Health Section http://www.pewinternet.org/topics/Health.aspx
    101. 101. In conclusion… 11:15-11:30am
    102. 102. Social media is changing our daily lives 1. Where we get our news 2. How we start and do business 3. How we meet and stay in touch 4. What we reveal 5. What we can influence.
    103. 103. Public Health Practice Benefits 1.Increased reach 2.Community engagement 3.Community activist 4.Multimedia 5.Low cost
    104. 104. Best Practices 1. Listen 2. Share engaging content 3. Branding 4. Timing is everything 5. Be a cheerleader
    105. 105. Developing Policy • Who, why, what, where? • Peer institutions? • Internal and External
    106. 106. Marketing • Learn from the giants • Traditional – Press release, Ads, Personal selling, consumer • 2.0 methods – Findable, Partner connections, Link accounts
    107. 107. Evaluating Marketing • Awareness – Twitter followers, Page ‘Likes’ • Interest – Click throughs, Retweets • Desire – Time spent on page, Page Views • Action – Big Picture, Real life results
    108. 108. Questions?
    109. 109. Thanks! All images courtesy of Microsoft Office unless otherwise noted

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