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Using Social Media to Communicate Health Literate Messages Presentation for the 2015 Wisconsin Health Literacy Summit April 14-15, 2015 R.V. Rikard Postdoctoral Research Associate Department of Media and Information Michigan State University
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  1. 1. Using Social Media to Communicate Health Literate Messages Presentation for the 2015 Wisconsin Health Literacy Summit April 14-15, 2015 R.V. Rikard Postdoctoral Research Associate Department of Media and Information Michigan State University
  2. 2. Disclaimers: 1. This breakout session is not a Facebook 101 or Heres How to Tweet. 2. Health Communication, Health Literacy & Social Science (#hchlitss) Tweet Chat co-host. 3. Information 2This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License.
  3. 3. Agenda 1. The range of social media sites. 2. How to use social media sites to communicate health literate messages. 3. The $64 Million dollar question: how do you know? This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 3
  4. 4. The Landscape of Social Media/Network Sites
  5. 5. What is a social media/network site? A web-based service that allows individuals to: 1. Construct a public or semi-public profile within a bounded system, 2. Articulate a list of other users with whom they share a connection, and 3. View and traverse their list of connections and those made by others within the system. This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 5 - boyd & Ellison 2008
  6. 6. In The Beginning This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 6 1997 - 2000 2002 Present 1999 Present
  7. 7. Today This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 7
  8. 8. The Top Five +1 (March 2015) This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 8 Source: eBizMBA Rank which is a continually updated average of each website's Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast. http://www.ebizmba.com/articles/social-networking-websites Social Media Site Estimated Unique Monthly Visitors Facebook 900,000,000 Twitter 310,000,000 LinkedIn 255,000,000 Pinterest 250,000,000 Google Plus+ (YouTube) 120,000,000 Instagram 100,000,000
  9. 9. Unique Capabilities & Limitations This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 9 Social Media Site Advantages Limitations Facebook # of visitors, personal engagement, level of information T.M.I., changing security prefs., social noise Twitter 140 characters, drive website traffic, short videos 140 characters, who to follow?, 2,000 follow limit LinkedIn Professionals, organizational networking, good content Preaching to the choir Pinterest Use of images/pictures, personal engagement Internet Scrapbooking Google Plus+ (YouTube) Growing # of users, share YouTube video, heavy integration with Google services Isolated from other SNS, # of visitors, Instagram Use of images/pictures, younger demographic Too personal/T.M.I., URL limits,
  10. 10. Know Your Audience U.S. Census Bureau This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 10
  11. 11. Know Your Audience Pew Research Center This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 11
  12. 12. Who This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 12
  13. 13. Who This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 13
  14. 14. Who uses what Bilingual health message opportunity! This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 14 Tailoring visual health message opportunity! Gender specific health message opportunity!
  15. 15. Who uses what General Observations? This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 15
  16. 16. Who uses what General Observations? This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 16
  17. 17. Who uses what General Observations? This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 17
  18. 18. Who uses what General Observations? This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 18
  19. 19. Who uses what General Observations? This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 19
  20. 20. Who uses what Question: biggest bang for your social media buck? This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 20
  21. 21. Who uses what and why? 72% of internet users look online for health information within the past year. 77% of online health seeking begins with a search engine (i.e., Google, Bing, or Yahoo). This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 21 Pew Research Center Health Online 2013 70% of U.S. adults got information, care, or support from a health care professional. 60% of adults got information or support from friends and family. BUT
  22. 22. Who uses what and why? This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 22 Smartphone-dependent groups: Younger adults 15% of Americans ages 18-29 are heavily dependent on a smartphone for online access. Those with low household incomes and levels of educational attainment Some 13% of Americans with an annual household income of less than $30,000 per year are smartphone-dependent. Just 1% of Americans from households earning more than $75,000 per year rely on their smartphones to a similar degree for online access. Non-whites 12% of African Americans and 13% of Latinos are smartphone-dependent, compared with 4% of whites. Less likely to own some other type of computing device, have a bank account, to be covered by health insurance. More likely to rent or to live with a friend or family member rather than own their own home. Pew Research Center (April 2015)
  23. 23. Health Literate Messaging Finesse for Social Media This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 23
  24. 24. The Hashtag This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 24
  25. 25. The Hashtag A hashtag is a keyword(s) or a phrase with no spaces and the number sign to form a label. For example: #healthliteracy A hashtag allows grouping of similarly tagged messages. Allows search engines (e.g., Google) to return all messages that contain it. This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 25
  26. 26. # Hashtag: A Few Guidelines Don't #spam or #over #tag #with #hashtags. Use 2 to 3 hashtags per message remember keyword(s)/pharses. Use hashtags only on posts relevant to the topic. This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 26
  27. 27. Video & Pictures Capture attention This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 27
  28. 28. Tagging photos & video Tags are keywords without the hashtag. This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 28 influenza, flu, spanish flu, avian flu, asian flu,
  29. 29. Using Plain Language Clear & concise Communicate facts When possible use symbols Skip punctuation This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 29
  30. 30. Posing Questions vs Giving Instructions A question is an invitation Instructions limit conversation This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 30
  31. 31. The $64 Million dollar question: how do you know?
  32. 32. Small Discussion Groups This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 32
  33. 33. Social Media Tips & Tricks SocialMediaWorks helps health communicators integrate social media into their communication planning. This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 33 https://cdc.orau.gov/healthcommworks/ http://www.thehealthcompass.org/ An interactive platform for you to find the highest quality social and behavior change communication (SBCC) tools and program examples.
  34. 34. Social Media Tips & Tricks https://www.thunderclap.it This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 34 https://www.hashtags.org/ Thunderclap is a crowd sourcing means to spread your message on Twitter and Facebook. Find hashtags related to a topic and find out the meaning of hashtags (i.e., #bcsm = breast cancer and social media).
  35. 35. Social Media Tips & Tricks Springboard for Health Communication professionals is for sharing health communication knowledge, experiences and resources. This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 35 http://healthcomspringboard.org/ http://www.symplur.com/healthcare-hashtags/ Discover where the healthcare conversations are taking place. Discover who to follow within your specialty or disease. Discover what healthcare topics are trending in real-time
  36. 36. Contact R.V. During & After the Summit Twitter @rv_rikard LinkedIn http://www.linkedin.com/in/rvrikard Google+ https://plus.google.com/+RVRikard Email [email protected] This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 36
  37. 37. If you are interested Join the Health Communication, Health Literacy & Social Science Tweet Chat (#hchlitss) Weekly Thursday nights from 8 pm to 9 pm Our website is http://hchlitss.net This work is licensed under a Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. 37
  38. 38. Using Social Media to Communicate Health Literate Messages Presentation for the 2015 Wisconsin Health Literacy Summit April 14-15, 2015 R.V. Rikard Postdoctoral Research Associate Department of Media and Information Michigan State University