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)?

• Twitter

• Facebook

• Youtube

• LinkedIn

• 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

Email

Advertisements

Press releases

2.0 Strategies

• Link to it

Web site

Email signature

Profile

2.0 Strategies

• Talk about it

Blog

Twitter

Newsletter

Web site

Conference

Connect Your Accounts

AwarenessInterestDesireAction

A

I

D

A

Awareness

Facebook

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

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