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Social Media for Public Health Practice
Kate Saylor, University of Michigan: Taubman Health Sciences LibraryAbe Wheeler, Michigan State University Libraries
APHA Learning Institute 2010
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
Kate SaylorOutreach Librarian
University of MichiganTaubman Health Sciences Library
Contact:kmacdoug@umich.edu
Facebook.com/litebulb11Twitter.com/litebulb11
linkedin.com/in/litebulb11
Abraham WheelerHealth Sciences Librarian
Michigan State University Libraries
Contact:awheeler@msu.edu
Facebook.com/abewheelerlinkedin.com/in/abewheeler
Why Social Media Matters for
Public Health Practice
“Health is social. Health is mobile. What are you spreading?” Susannah Fox
“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
Activity:
What social media sites do you use for professional use (i.e. manage your organization’s facebook page)?
• Youtube
• Wikis
• Blogs
• other
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)
Author-generated
Static
Organization Driven
Retrieval
then
User-generated
Participatory
Community Driven
Creation
now
Author-generated
Static
Organization Driven
Retrieval
then
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.
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
Web 2.0 is all about harnessing collective intelligence
applications that literally get better the more people use them
conversation
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.
Core values
Sharable
Portable
Participatory
Personalized
79%of all American adults use the internet
95%18-29 year olds
42%over 65
Social media users
73%
of wired American teens now use social networking websites
On a typical day in 2009
27%
of adult internet users visited a social networking site
Among adult profile owners
73% have a profile on Facebook,
48% have a profile on MySpace
14% have a LinkedIn profile
38%
Teens (12-17) share content on social media sites
30%
Adults (18+) share content on social media sites
Who is the fastest growing users of the mobile web?
African American Adults
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
Health is social
52%online health inquiries are on behalf of
someone other than the person typing in the search terms
“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.
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.
Case studies of successful campaigns
19 million page views
20,000placement on sites
Isabella Jayden
Why werethose examplesso successful?
5 Best Practices
Are you
#1
“We use these tools to keep you informed…and as a way to get feedback.”
Share Engaging Content
#2
Sharing Links
Before:
This common
household item
WILL kill
your
family…
Full story at 7!!
After:
September 10th
7 - Users
#3
Why use the presets when you can
CUSTOMIZE?
Include complete profile information
Timing isEverything
#4
Be a Cheerleader!
#5
1.Listen
2.Share engaging content
3.Branding
4.Timing is everything
5.Be a cheerleader
Break 9:30-9:45am
Making Social Media Work for You
9:45-10:15am
Before you get started
Who?
checkfacebook.com
77% read blogs
62% watch a video on a video-sharing site
Pew Internet and American Life Project
47% use an online social networking site
Pew Internet and American Life Project
37% upload photos to a website so they can share them
Why?
Do you want to listen?
What?
Where?
Thinking About Policies
Internal
Internal
External
Internal
•Who will manage it•Organizational voice•Moderate content
•Open to share•Privacy protected•Censorship•Disclaimer
How are peer institutions using social media?
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 mediafor your organization
Privacy of individuals
Question of moderation
Personal expression
Voice of the organization
…
…
…
Administrators
Advocates
Reach larger audienceConnect with community partnersLow cost of managingEveryone’s doing it……
Marketing Your Resources
10:15-10:45am
Competing with giants?
Learn from the giants.
Traditional Marketing
1. Press releases
2. Advertisements
3. Personal selling
4. Consumer promotion
Press releases
Newspapers
Newsletters
Email messages
Web site “news” sections
Traditional Marketing
Advertisements
Search engines
Google AdWords
MySpace/Facebook
Traditional media
Traditional Marketing
Personal selling
Email signatures
Social networking sites
Status updates
Groups
Personal blog/microblog
Presentations
Traditional Marketing
Consumer promotion
Contests
Rewards
Traditional Marketing
2.0 Strategies
• Make it easy to find
• Make connections with others
• Tell people about it
• Link to it
• Talk about it
2.0 Strategies
• Make it easy to find
Keywords
Search engine optimization
2.0 Strategies
• Make connections with others
Tags
Links
Participation
2.0 Strategies
• Tell people about it
Advertisements
Press releases
2.0 Strategies
• Link to it
Web site
Email signature
Profile
2.0 Strategies
• Talk about it
Blog
Newsletter
Web site
Conference
Connect Your Accounts
AwarenessInterestDesireAction
A
I
D
A
Awareness
Ad
Campaign
Are people talking ABOUT you?
Are people talking TO you?
Interest
Connecting to your content
DesireDo they want to come back?
Time spent on page
Page Views
Action
Return on investment
Action
1. Using your new facebook page, 2. You create an event page3. 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)
10:45-11:15am
Increasing Your Personal Network
10:45-11:15am
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, MPHWe have two, www.adao.us and www.gban.net (will be launched on
11.15.2010). See you soon in Denver. Thanks, LindaBy 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 UntawaleSeema, 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
HHS in the Loop
Other resources
CDC Social Media campaign site
http://www.cdc.gov/socialmedia/
CDC PDF social media toolkit
http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf
AHRQ Quality Tools (not much on social media)
http://www.ahrq.gov/qual/qualix.htm
HHS Social Mediahttp://newmedia.hhs.gov/tools/index.html
HHS Social Media Policies & Standardshttp://newmedia.hhs.gov/standards/index.html
Pew Internet & American Lifehttp://www.pewinternet.org/
Pew Internet Health Sectionhttp://www.pewinternet.org/topics/Health.aspx
In conclusion…
11:15-11:30am
Social media is changing our daily lives
1. Where we get our news2. How we start and do business3. How we meet and stay in touch4. What we reveal5. What we can influence.
Public Health Practice Benefits
1.Increased reach2.Community engagement3.Community activist4.Multimedia5.Low cost
Best Practices
1. Listen
2. Share engaging content
3. Branding
4. Timing is everything
5. Be a cheerleader
Developing Policy
• Who, why, what, where?
• Peer institutions?
• Internal and External
Marketing
• Learn from the giants
• Traditional
– Press release, Ads, Personal selling, consumer
• 2.0 methods
– Findable, Partner connections, Link accounts
Evaluating Marketing
• Awareness – Twitter followers, Page ‘Likes’
• Interest – Click throughs, Retweets
• Desire – Time spent on page, Page Views
• Action – Big Picture, Real life results
Questions?
Thanks!
All images courtesy of Microsoft Office unless otherwise noted