Social Media & Public Health

Gateway Northwest Maternal & Child Health Network Annual Meeting March 31, 2011

Farra Trompeter (@farra)

•  Social media overview •  Key tools and case studies •  Baby and Me campaign

What we’ll cover today

What are social media?

Social Media

•  Online •  Open •  Flexible •  Dynamic •  Highly accessible •  Interactive •  Real-time

Media that allow for open interaction between content producers and content consumers

http://fjrodriguezg.tumblr.com/post/2101032155/social-media-iceberg-diagram

But why does it matter?

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

“Interactive media has the potential to revolutionize the field of public health. Interactive communication and knowledge sharing engages users and provides the opportunity for relevant and meaningful health information. Using these new channels, public health communicators can allow users to personalize health information, participate in two-way conversations on health topics, and access credible health information at the time they are making critical health decisions.”

Source: CDC Health Marketing – eHealth Marketing Fact Sheet

Trends

•  81% of 18–33 year-olds online use social network sites

•  70% of black and Hispanic online adults use social network sites

•  Black and Hispanic online adults are significantly more likely to use Twitter than white online adults

•  Black and Hispanic adults are most likely to use wireless or mobile internet

Source: Pew Internet & American Life Project

Trends

•  19% of internet users look online for information about pregnancy and childbirth

•  40% of online consumers turn to social media for health information.

•  61% of people now use the Internet instead of visiting a doctor.

Source: Pew; http://www.tlnt.com/2011/02/21/some-social-media-stats-that-even-surprised-us/

How does it all come together?

Let’s look at a few more examples, tools and channels…

Great. So tell me about Baby and Me?

•  Baby and Me campaign goals for Greater Newark: •  Improve access to early entry into prenatal

care •  Decrease percent of low birth weight babies •  Decrease percent of preterm births •  Increase availability of preconception and

interconception care

What is Baby and Me?

•  Baby and Me campaign goals (cont.): •  Promote risk reduction screening •  Reduce risks indicated by a previous adverse

pregnancy outcome through interventions between pregnancies

•  Integrate preconception and interconception health education into state provided services

•  Improve perinatal outcomes for pregnant teens

What is Baby and Me?

Primary audiences:

•  African–American women in the Greater Newark area, age 15–44

•  Hispanic women in the Greater Newark area, age 15–44

Who are we trying to reach?

Secondary audiences:

•  Community–based organizations in Greater Newark

•  Families of pregnant women

Who are we trying to reach?

Ashley y Jamie, Newark

!"#$%&'()'*+*%$"%,-*-./*0(%.(-%1(-0("%0$2%3$&*'#*+$-#(%0$%4*250%6%4$'7/./("%*%!-7$8$./$-#$"%0$2%!"#*0(%0$%95$7*%:$'"$6;

Desde que quedamos embarazados, nos hemos comunicado sobre nuestras citas con los doctores y la salud de nuestros niños.

Tu bebé te necesita – antes, durante y después del embarazo.

!""."##.#$#% www.BebeYYo.org

●  Slightly more female ●  Mostly aged 13-34 ●  More black visitors than internet average

●  Peak at the 18-34 age group ●  Less wealthy than those on Facebook ●  More black and Hispanic visitors than internet

average

What social media tools are our audiences using?

Source: Quantcast

•  March 2011 •  Launching BabyAndMe.org & BebeYYo.org •  Launching 855-5-BabyAndMe •  Launching transit advertising

•  April 2011 •  Producing brochures and posters •  Advertising and event at Jersey Gardens mall •  Launching social media presence

Where is the campaign now?

Resources

Resources

Resources •  NTEN: We Are Media

http://www.wearemedia.org

•  Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php

•  Case Foundation: Social Media Tutorials http://www.casefoundation.org/social-media-tutorials

•  Nonprofit Social Media Benchmarks Study http://www.e-benchmarksstudy.com/socialmedia/

Resources •  Big Duck: Website, eNews, and Duck Call Blog

http://www.bigducknyc.com http://www.bigducknyc.com/blog

•  Beth Kanter’s blog http://www.bethkanter.org/

•  John Haydon’s blog http://www.johnhaydon.com/

•  Pew Internet & American Life Project http://www.pewinternet.org

Thanks!

© Jeremy Crow