This document summarizes a presentation about using social media for public health campaigns. It defines social media and provides examples of how organizations are using popular tools like Facebook and Twitter. It then describes the "Baby and Me" campaign aimed at improving birth outcomes for at-risk groups in Newark. The campaign goals, target audiences, and current status launching online and social media presences are outlined. Resources for learning more about using social media for nonprofits are also listed.

1. Social Media & Public Health
Gateway Northwest Maternal & Child Health Network
Annual Meeting
March 31, 2011
Farra Trompeter (@farra)

3. What we’ll cover today
• Social media overview
• Key tools and case studies
• Baby and Me campaign

4. What are
social media?

6. Social Media
• Online
• Open
• Flexible
• Dynamic
• Highly accessible
• Interactive
• Real-time
Media that allow for open interaction
between content producers and
content consumers

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

9. But why does
it matter?

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

11. “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

12. 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

13. 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/

15. How does it all
come together?

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

48. Great. So tell me
about Baby and Me?

49. What is 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

50. 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

51. Who are we trying to reach?
Primary audiences:
• African–American women in the Greater
Newark area, age 15–44
• Hispanic women in the Greater Newark
area, age 15–44

52. Who are we trying to reach?
Secondary audiences:
• Community–based organizations in
Greater Newark
• Families of pregnant women

53. Desde que quedamos embarazados, nos hemos
comunicado sobre nuestras citas con los doctores
y la salud de nuestros niños. Ashley y Jamie, Newark
Tu bebé te necesita – antes, durante . .
y después del embarazo. www.BebeYYo.org
!"#$%&'()'*+*%$"%,-*-./*0(%.(-%1(-0("%0$2%3$&*'#*+$-#(%0$%4*250%6%4$'7/./("%*%!-7$8$./$-#$"%0$2%!"#*0(%0$%95$7*%:$'"$6;

56. What social media tools are our
audiences using?
● 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
Source: Quantcast

57. Where is the campaign now?
• 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

58. Resources
Resources

59. 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/

60. 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

61. Thanks!
© Jeremy Crow