Public Health 2.0: New media for advancing health… …and advancing your career! Jay Bernhardt, PhD, MPH Twitter: @jaybernhardt
Oct 30, 2014
Public Health 2.0: New media for advancing health… …and advancing
your career!
Jay Bernhardt, PhD, MPHTwitter: @jaybernhardt
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
1. 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
2. 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
Health & New Media Taxonomy
The Power of New Media
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
The Proliferation of Screens
Communication 1.0 vs. 2.0
TraditionalMedia (vertical)
Social Media(horizontal)
Most trusted =People Like Me
- Edelman trust barometer
“My Way” Communication
“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
The Power of Peer Influence
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."
New Media for Public Health
Social Networks—Demographics & Use
World Map of Social Networks
Image Source: http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png
Average Number of Facebook Friends in 2007: 164
Median Number of
Friends: 132
Social Media Utilize Existing Networks
http://buzzcanuck.typepad.com/
agentwildfire/2007/10/facebook-averag.html
http://www.whatsnextblog.com/archives/social_media_chart_small.jpg
CDC on Facebook
Social Networks--Current CDC Partners
Blogging & Bloggers
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.”
Shared Media: Video, Audio, Images
Virtual Worlds: Second Life
Virtual Worlds: Second Life
Widgets, Buttons, eCards
Mobile Health (mHealth)
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.”
From: eMarketer, Mobile Users and Usage: It’s Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer
_2000589.aspx
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, 2009 ttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx
)
http://m.cdc.gov
Over 242,000 views of mobile flu pages alone
since April 22nd
Mobile Text Messaging Pilot
• Launched September 2009• Subscribers receive about
three messages/week• H1N1 flu messages and other health
topics • Health message
testing and user evaluation
Be Everywhere
“…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 Blackshaw Advertising Age
Feedback from Media & Experts
New Media for Students & Professionals
Personal Social Networks
Professional Social Networks
Professional Collaboration Tools
To Tweet or Not to Tweet?
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
Sharing and Streaming Media
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?
Data Convergence: Mashups
Data Convergence: Mashups
Datamasher.com: Violent crime/Poverty Rate
The Future is Now
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
Thank you
Blog: http://blogs.cdc.gov/healthmarketingmusingsTwitter: http://www.twitter.com/jaybernhardt Email: [email protected]