Presentation from the 2013 Mayo Clinic - Nicotine Dependence Center Annual Conference, May 20-22, 2013.

1. Social Media & Tobacco Dependence
Jeff Poterucha, MA, CTTS
Mayo Clinic
Nicotine Dependence Center
Rochester, Minnesota
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2. Objectives
Participants will be able to…
1. Define social media
2. Verbalize potential benefits and limitations
of social media in tobacco treatment
3. Identify steps a health professional can
take to incorporate social media into their
work
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3. What is Social Media (SM)?
“Forms of electronic communication (as Web
sites for social networking and microblogging)
through which users create online
communities to share information, ideas,
personal messages, and other content (as
videos)
www.merriam-webster.com
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4. What is Social Media (SM)?
Put simply…
Conversations happening between individuals online
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5. Who is Using it?
Everyone!
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6. Almost 75% of US adults are online
Over 1 billion active users in 2012
SM now makes up 1 out of every 5 minutes spent online
72 hours uploaded every minute
87% of U.S. adults own a cell phone, 45% own
smartphones
500 million tweets daily
Even he has an account !
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7. How is Social Media Impacting Healthcare?
Engagement
Empowerment
Expertise
Healthcare is becoming increasingly collaborative
80% of adults online are searching for health
information
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8. Why Should Tobacco Specialists be Online?
Professional/Ethical Obligation
Opportunity to help shape conversations and
provide accurate information
Complement and reinforce available treatment
options
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9. What Happens if We Remain Silent?
Example - Vaccine Hesitancy
SM enables anyone to be a publisher of content
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10. Professional/Ethical Obligation
The needs of the patient come first
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11. Shaping the Conversation
Sharing accurate information
Reach the “hard to reach” populations
Use social media to complement, not replace
treatment
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12. Support through Social Media
Pew Research Center (2011)
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13. ROI With Social Media
Cost-effectiveness of tobacco treatment
Cost to have Facebook, Twitter, and Youtube
accounts
As I (Investment) approaches zero
R (Return) approaches infinity
Lee Aase, Director, Center for Social Media at Mayo Clinic 2012
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14. Limitations
Evidence is limited
Confidentiality
Professionalism
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15. How Your Organization Can Get Started!
Start small, get comfortable
• Try it out for yourself first
• Consider a social media policy
Determine goals for engagement
• Watch and listen to your audience
• What do you want to accomplish?
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16. How Your Organization Can Get Started!
Seek support
• See what others are doing
• Develop a peer network
Blog: Mayo Clinic Center for Social Media
Facebook: Mayo Clinic – Nicotine Dependence Center
Email: poterucha.jeffrey@mayo.edu
Twitter: @JPoterucha
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17. References
Alere Wellbeing (2011). Mobile Apps, Text Messages, & Social Media: Can They Really Help Smokers Quit?
Retrieved from http://wellbeing.alerewellbeing.com/mobile-apps-and-social-media-whitepaper
CSC (2012). Should Healthcare Organizations Use Social Media? A Global Update
Fiore MC, Bailey WC, Cohen SJ, et al. (2008). Treating Tobacco Use and Dependence. Clinical Practice
Guideline, Rockville, MD: U.S. Department of Health and Human Services. Public Health Service.
Korda, H. & Itnani, Z. (2011). Harnessing Social Media for Health Promotion and Behavior Change, Health
Promotion Practice, 12(3). doi. 10.1177/1524839911405850
Nielsen (2012). State of the Media: The Social Media Report. Retrieved from
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-SocialMedia-Report-2012.pdf
Pew Internet & American Life Project. (2011). Demographics of Internet Users. Retrieved from
http://www.pewinternet.org/Static-Pages/Trend-Data-(Adults)/Whos-Online.aspx
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