Using Social Technologies for Public Health, 2014

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NIH Library | http://nihlibrary.nih.gov

Doug Joubert – MLIS, MS

Alicia Livinski – MPH, MA

Using Social Technologies for Public

Health

JHU Bloomberg School of Public Health

June 2014

Disclaimer

The views expressed in this

presentation are those of the speakers

and do not reflect the official policy or

position of the National Institutes of

Health or the Department of Health and

Human Services.

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Our roadmap

The state of social media

Case study

Social media and public health

Examples from the field

http://www.go-gulf.com/blog/60-seconds/

The state of social media

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What is social media?

Kaplan Andreas M., Haenlein Michael, (2010).

A shift from one-way conversations to multi-way conversations in which users

participate as both creators and consumers of web content.

Interactive User-generated Multi-directional

Turnbull A et al., (2009)

Activity % of internet users who participate

Tool appeals primarily to

Use any social networking site

67% Adults 18-29, women

Use Facebook 67% Adults ages 18-29, women

Use Twitter 16% Adults, 19-29, African-Americans, urban residents

Use Pinterest 15% Adults under 50, women Whites, those with some college education

Use Instagram 13% Adults ages 19-29, African-Americans, Latinos, women, urban residents

Use Tumblr 06% Adults ages 18-29

Social media usage in U.S.

Source: Pew Internet & American Life Project, 2012

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South America

Asia-Pacific Europe Middle East & Africa

North America

Facebook 67% 60% 47% 45% 36%

Twitter 28% 33% 45% 32% 24%

Linked-in 2% 1% 2% 11% 5%

Google + 2% 2% 4% 2% 3%

Pinterest 1% - - 4% 3%

Mixi - 4% - - -

VKontakte - - 2% - -

Other - - - 6% 3%

World-wide social network shares

Source: emarketer.com (Gigya), 2013

Broadcasting platform for traditional media sources

Social media and public health

Schein, Rebecca et al. (2011)

Collaborating & co-creating to reach target audiences

Building relationships

Improving trust

Heightened authenticity

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• Disseminate health and

safety information.

• Increase the potential

effect of health

messages.

• Leverage your network

of users to share your

content.

• Engage with your

audience.

Public health: general uses

CDC, (2012)

• Create different messages to reach diverse audiences.

• Personalize health messages and target them to a particular audience.

• Empower people to make safer and healthier decisions.

Public health: specific uses

CDC, (2012)

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Social media planning

Social media planning

Adapted from Samplin-Salgado, M., and A Moore. , 2011

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Common social media strategies

Social media engagement

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Facebook Insights

• Organic: The number of unique people, who saw this post in their News Feed, Ticker, or on your Page.

• Viral: The number of unique people who saw this post from a story published by a friend.

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Fee-based engagement

Facebook content calendar

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Google: social flow report

http://www.socialmediashop.co.uk/wp-content/uploads/2013/03/sm-monitoring.png

Twitter: Social Bro app

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Some interesting stats….

http://www.mediabistro.com/alltwitter/files/2012/02/twitter-2012-statistics.jpg

Important considerations for crafting messages and campaigns using Twitter?

Examples from the field

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Facebook

Photo-sharing

Adapted from Ross Simmons “Ultimate Guide to Instagram Marketing, 2014

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Photo-sharing

Adapted from Ross Simmons “Ultimate Guide to Instagram Marketing, 2014

Photo-sharing

Adapted from Ross Simmons “Ultimate Guide to Instagram Marketing, 2014

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Twitter

Texting and mobile

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Challenges…

• Potential for

misinformation or bias

• Privacy

• Security

• A lot of noise

• Blocked by many

agencies and

hospitals

• Paucity of peer-

reviewed testing for

communication

interventions

• Lag between

research cycle and

changes in social

media

…overall

Eysenback G.. (2010).

Schein, Rebecca et al. (2011)

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• Getting the attention of your

target group amongst all the

online “chatter.”

• Understanding what drives

user traffic.

• Limited online access and

poor literacy skills.

• Optimizing the SEO so that

your message appears

where you want it, when you

want it.

…with messages

Users tend to focus on the first 10 hits from Google, Bing, and Yahoo.

Schein, Rebecca et al. (2011)

• Government agencies are risk-averse and slow to adapt

to change.

• By the time the campaign is approved, users have

moved on to the next platform.

• Convoluted communication channels and who can say

what, and when.

• Consumers now expect answers in hours or days, not

weeks or months.

…for government agencies

Schein, Rebecca et al. (2011)

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Why Adopt Social Media?

“We need to take public health interventions to where the people are, or establish a presence in new media before people get there.” ~Erik Auguston, NCI (2010)~

Social life of information

• Two forces are driving online health

conversations:

• the availability of social media

tools and

• the increased desire and activity,

especially among people living

with chronic conditions, to

connect with each other (Fox).

Fox, S. (2011). The Social Life of Health Information, 2011

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• The effective use of communication tools to “inform and

influence health behaviors” is a cross-cutting ASPH

competency.

Engagement and communication

Parvanta et al. (2011)

Health Informatics

Health Marketing

Health Communication

• Traditional marketers are using social media, so we

need to play in this space.

• It is more important than ever to engage customers

wherever they are.

• Encourages public engagement and builds relationships

between agencies and the public.

• Expectations in terms of openness, transparency, and

responsiveness.

Adoption

Schein, Rebecca et al. (2011)

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Case Study

NIH Library | http://nihlibrary.nih.gov

Doug Joubert

[email protected]

Alicia Livinski [email protected]

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• Calhoun, J. G., Ramiah, K., Weist, E. M., & Shortell, S.

M. (2008). Development of a core competency model for

the master of public health degree. American Journal of

Public Health, 98(9), 1598-1607.

• Centers for Disease Control and Prevention. (2012).

CDC’s Guide to writing for social media: CDC Electronic

Media Branch.

• Duggan, M., & Brenner, J. (2013). The demographics of

social media users - 2012: Pew Internet & American Life

Project.

References and resources

• Eysenbach, G. (2011). Can tweets predict citations?

Metrics of social impact based on Twitter and correlation

with traditional metrics of scientific impact. J Med

Internet Res, 13(4).

• Eysenbach, G., & Group, C.-E. (2011). CONSORT-

EHEALTH: improving and standardizing evaluation

reports of Web-based and mobile health interventions. J

Med Internet Res, 13(4).

• Facebook. (2013). Best practices guide: Marketing on

Facebook.

References and resources

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• Fordis, M., Street, R. L., Volk, R. J., & Smith, Q. (2011).

The prospects for web 2.0 technologies for engagement,

communication, and dissemination in the era of patient-

centered outcomes research. Eisenberg Conference

Series 2010 Meeting. Journal of Health Communication,

16(SUPPL. 1), 3-9.

• Fox, S. (2012). The social life of health information. Pew

Research Center's Internet & American Life Project.

Retrieved from

http://www.pewinternet.org/Reports/2009/8-The-Social-

Life-of-Health-Information.aspx

References and resources

• Gibbons, M. C., Fleisher, L., Slamon, R. E., Bass, S.,

Kandadai, V., & Beck, J. R. (2011). Exploring the

Potential of Web 2.0 to Address Health Disparities.

Journal of Health Communication, 16(sup1), 77-89.

• Google. (2013). Social media measurement with google

analytics. 2012, Retrieved from

http://www.google.com/analytics/features/social.html

• Hesse, B. W., O'Connell, M., Augustson, E. M., Chou,

W.-Y. S., Shaikh, A. R., & Finney Rutten, L. J. (2011).

Realizing the promise of Web 2.0: engaging community

intelligence. Journal of Health Communication, 16(sup1),

10-31.

References and resources

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• Kanter, B. (2012a). How to create a terrific Facebook

cover image if you don’t have resources to hire a

designer. Retrieved from http://www.bethkanter.org/fb-

cover-images/

• Kanter, B. (2012b). Integrated content strategy. Paper

presented at the New Media for the Networked NGO.

• Kaplan, A. M., & Haenlein, M. (2010). Users of the world,

unite! The challenges and opportunities of Social Media.

Business Horizons, 53(1), 59-68.

References and resources

• Parvanta, C. F. (2011). Essentials of public health

communication. Sudbury, Mass.: Jones & Bartlett

Learning.

• Samplin-Salgado, M., & Moore, A. (2011). Doing more

with less: Efficiently and effectively using new media.

HHS New Media. AIDS.gov.

• Schein, R., Wilson, K., & Keelan, J. (2010). Literature

review on effectiveness of the use of social media: Peel

Public Health.

References and resources

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• The Centers for Disease Control and Prevention. (2011).

The health communicator’s social media toolkit.

• Turnbull, A. P., Summers, J. A., Gotto, G., Stowe, M.,

Beauchamp, D., Klein, S., . . . Zuna, N. (2009). Fostering

wisdom-based action through Web 2.0 communities of

practice: An example of the early childhood family

support community of practice. Infants and young

children, 22(1), 54-62.

References and resources