Course lecture for the Johns Hopkins School of Public Health lecture: A New View: Improving Public Health through Innovative Social and Behavioral Tools and Approaches.

1. NIH Library | Office of Research Services | Office of Management | National Institutes of Health
Using Social Technologies for Public
Health
JHU Bloomberg School of Public Health
Alicia Livinski, MPH, MA: NIH Library
Doug Joubert, MS, MLS: NIH Library

2. 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.

3. Our roadmap
The State of Social Media
Why adopt social media
Social Networks
Twitter, Blogs and Feeds

4. Social Media University Online
Companion
http://nihlibrary.campusguides.com/nihlsmu

5. The state of social media
http://www.go-gulf.com/blog/60-seconds/

6. What is social media?
“Group of internet-based applications that
build on … Web 2.0 and allow for the
creation and exchange of user-generated
content.”
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)

7. Social media usage in U.S.
Activity % of internet
users who
Appeals 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
Source: Pew Internet & American Life Project, 2012

8. 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

9. Social media and public health: uses
 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.
CDC, (2012)

10. Social media and public health: uses
 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.
CDC, (2012)

11. Social media planning

12. Who are you trying to reach?
Social media planning
What do you want to accomplish?
How you will meet your objectives?
What is the appropriate technology?
Adapted from Samplin-Salgado, M., and A Moore. , 2011
S
T
O
P

13. Most social media strategies have
common elements
Increasing
Reach
Reinforcing
Messages
Customizing
Messages
Increasing
Engagement
Push & Pull

14. Social Networks & Online
Communities

15. About social networks
Network image: 2010, DuoBlogger.com
Adidas image: 2006-2012 Behance LLC
ResearchGate image: 2012, Researchgate.net

16. Facebook – non-profits
Connection: Foster a strong relationship with
the people who care about your organization.
Content Use: Deliver engaging content to your
stakeholders.
Distribution: target updates to existing and
potential community members through Updates
and News Feed

17. Build
EngageAmplify
Facebook Ecosystem
Facebook © 2011
Build a strategy that is social by design
Create an authentic voice
Make the user experience interactive
Nurture online relationships

18. Page Branding
Facebook © 2011
Express
your
Identity
Use your
logo
40% of
your real
estate
Tell your
story

19. Page Engagement
Facebook © 2011

20. Page Features
Facebook © 2011
Starred Story
Pinned Story
Larger Story

21. Page Management
Facebook © 2011

22. 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.

23. Social Media Fee-based Marketing

24. Facebook content calendar

26. Google Analytics – flow report
Connectors
Nodes Exits

27. Google Analytics – Social flow report
http://www.socialmediashop.co.uk/wp-content/uploads/2013/03/sm-monitoring.png

28. Twitter, Blogs and RSS Feeds

29. Twitter, Blogs and RSS Feeds

30. Twitter
 Launched March 21, 2006
 Twitter has 200 million „active‟ users*
 Sending 400 million Tweets per day
 2.9% of the world‟s population are active Twitter users
and that 87% of all tweets ever posted since the
launch of Twitter in 2006 were posted in the past 24
months alone**
 Indonesia, Saudi Arabia, Singapore & US countries
with most new Twitter accounts since Q2 2012
*Twitter defines an active user as “one who logs in to Twitter once a month”
http://blog.twitter.com/2012/03/twitter-turns-six.html

31. Twitter Basics
TwitterSpeak Meaning
Tweet Your message in 140
characters or less
Twitter timeline Tweets occur in a timeline, a
long stream showing all
Tweets from those you have
chosen to follow on Twitter
Direct Messages(DM) A Message (previously called
a Direct Message) is a private
message sent via Twitter to
one of your follower

32. Twitter Basics
TwitterSpeak Meaning
@Replies A reply is any update posted
by clicking the "Reply" button
on another Tweet
@Mentions Any Twitter update that
contains @username
anywhere in the body of the
Tweet.
Hashtags ("#" Symbols) The # symbol, called a
hashtag, is used to mark
keywords or topics in a Tweet
Retweets (RT) Sharing someone else's
Tweet

33. How users interface with Twitter
Twitter.com

34. How users interface with Twitter
Twitter Client - TweetDeck • 1 million +
registered
apps
• 75% of Twitter
traffic comes
from third-
party
applications*
• 60% of all
tweets come
from third-
party apps*
* http://www.readwriteweb.com/archives/just_the_facts_statistics_from_twitter_chirp.php

35. Twitter Examples
 Hurricane Sandy
 Oklahoma tornadoes
 Red River Floods
 Boulder, CO wildfires
 Type A H1N1 influenza
outbreak
 Food outbreak/safety
 Australian bushfires
 Mumbai attacks
 Traffic accidents/road
closures – fire
departments
 Haiti earthquake
 BP oil spill
 USAID Child Survival
summit
 Japanese earthquake,
tsunami & nuclear power
plant accident
 Public health campaigns

36. Use Twitter to
follow a conference
#KMShareFair
#WHA66
• 66th World Health Assembly
• Intl development knowledge mgmt fair

37. Twitter Chat
National Public
Health Week 2013
APHA held a Twitter
chat (#NPHWchat)
on April 3, 2013

38. Twitter engagement – Social Bro app

39. Some interesting stats….
http://www.mediabistro.com/alltwitter/files/2012/02/t
witter-2012-statistics.jpg
Important
considerations for
crafting messages and
campaigns using
Twitter?

40. Twitter Analytics
Social Media Tool How to assess awareness How to assess engagement
Twitter • How many people are
tweeting about you?
• How many people are
following you?
• How many people are
using a #hashtag you
created, for example
#nihlib for the NIH
Library?
• How many @replies or
@mentions do you
have? An @reply is a
any update posting by
clicking the "Reply"
button. An @mention is
similar to a reply;
however, it can appear
anywhere in the tweet
Hoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?“
MIT Sloan Management Review. Fall 2010.

41. Blogs
 Website with periodic updates (posts)
 “Diary-like” entries in reverse chronology
 Usually one author or a few authors who represent a
single organization
 Usually has a particular theme…but within a theme may
cover recent publications, conferences, websites, random
thoughts, etc.
 Usually allows public comments
 Over 180 million blogs by the end of 2011

43. Blogging platforms
 WordPress –
WordPress.org – themes
and plug-ins for use on
your own or as a hosted
blog
 Tumblr – Tumblr.com –
microblogging platform
combining blogs and
Twitter.
 Blogger - Blogger.com
via Google
© Wordpress, © Tumblr, © Google

44. Blogging – benefits
 Simple to start, easy to
publish, free, search
engine friendly
 Learning opportunity to
explore a new format
and keep up to date with
emerging technologies
 Archives to go back
through your work
CC Creative Commons by yourdoku

45. Blogging - pitfalls
• Privacy issues – public
domain
• Not suited to immediate
solutions
• Time - 80% of corporate
blogs are abandoned before
they generate more than 5
posts (Radian 6, 2011).
• Name brand blogs – more
popular science – good
scholarship?
• Stigma – Unprofessional?
Source: http://en.wikipedia.org/wiki/File:Pitfall!_Coverart.png

46. Tips for blogging success
 Interaction – create a space
for readers to comment
 Hyperlinks in your posts
 Integrate other social media
like RSS and Twitter
 Regular updates
 Move beyond a static block
of written info and progress
towards stronger
collaborative
sharing/knowledge

47. Blogs Analytics
Social Media Tool How to assess awareness How to assess engagement
Blogs •What is the ranking of the
blog?
•How many unique/return
visitors do you have?
•How many people
subscribe to your blog?
•How many people
comment on the blog?
•What is the number of
people responding to
surveys or polls?
Hoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?"MIT Sloan
Management Review. Fall 2010.

48. RSS
 RSS = “Really Simple
Syndication” = web
feeds
 Notification of updates
to a favorite site, blog,
news, journal
 Subscribe with feed
readers
 Readers available from
anywhere – mobile
devices, pc/mac

50. Examples of RSS Feeds
 Feeds from journals (e.g., table of contents, ahead of
print)
 Feeds from news sites (e.g., breaking news, columnists,
topic pages)
 Feeds from database or Google searches (e.g.,
PubMed, Google News, Scopus)
 Feeds from Web sites (e.g., new content added)
 Feeds from blogs, Twitter etc.

51. RSS readers
 Read RSS feeds using a “RSS reader”, “feed
reader” or “aggregator” – can be web-based,
desktop-based or mobile device-based
 Different types of RSS Readers available,
including:
 Netvibes, Newsblur, Feedly, Pulse,
The Old Reader
 Outlook email 2007
 Firefox apps
 Internet Explorer
 Google Reader RIP 7/1/13
So many to
choose from!

52. Challenges…

53. …overall
 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
Eysenback G.. (2010).
Schein, Rebecca et al. (2011)

54. …with messages
 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.
Users tend to focus on the first 10 hits from Google, Bing,
and Yahoo.
Schein, Rebecca et al. (2011)

55. …for government agencies
 Government agencies are risk-aversive 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.
Schein, Rebecca et al. (2011)

56. 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)~

57. 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

58. Engagement and Communication
 The effective use of communication tools to
“inform and influence health behaviors” is a
cross-cutting ASPH competency.
Parvanta et al. (2011)
Health Informatics
Health
Marketing
Health
Communication

59. Adoption
 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.
Schein, Rebecca et al. (2011)

60. NIH Library | Office of Research Services | Office of Management | National Institutes of Health
Doug Joubert
douglas.joubert@nih.gov
Alicia Livinski
alicia.livinski@nih.gov

61. References and Resources
 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.
 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).

62. References and Resources
 Facebook. (2013). Best Practices Guide: Marketing on Facebook.
 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: Selected articles developed
from the 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. from
http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-
Information.aspx
 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. doi:
10.1080/10810730.2011.596916

63. References and Resources
 Google. (2013). Social Media Measurement With Google Analytics. 2012,
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,
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 Kanter, B. (2012a). How To Create A Terrific Facebook Cover Image If You
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http://www.bethkanter.org/fb-cover-images/
 Kanter, B. (2012b). Integrated Content Strategy. Paper presented at the New
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 Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The
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64. 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 mediaHHS New Media. AIDS.gov.
 Schein, R., Wilson, K., & Keelan, J. (2010). Literature review on effectiveness
of the use of social media: Peel Public Health.
 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.