Talk I gave at the European Centers for Disease Control 9 June 2011. Focus is on use of social media in EU countires and experiences/lessons learned with social media by government agencies around the world.

1. Social media shifts the dynamics of communication in public health emergencies R. Craig Lefebvre, PhD Research Professor University of South Florida

3. Old World: Sources, Channels, Messages & Receivers

5. Influencers Potential Employees Investors Employees MESSAGES Customers Competitors Prospects Partners Press/Analysts Networked World: Engagement, Interaction & Multiplexity

8. EU27: Households with internet access, broadband connections and access by type of household

9. EU27: Use of internet for communication, 2010

10. SNS Use Among Adults Worldwide

11. Internet Users are Social

14. SNS Use Among EU Kids Online 77% of 13-16 year-olds. 57% of 9-16 y/o use Facebook; >70% in 14/25 countries. 38% of 9-12 y/o have a social network profile EU Kids Online Project. London School of Economics. 25 Countries Participate.

15. Children’s Use of SNS by Country and Age

16. What Does Social Media Do? Becomes a collaborative platform Harnesses collective intelligence Enables everyone to be a content creator Provides greater access to knowledge and information resources Encourages media multiplexity Expands and manages social networks

17. Social Network Sites “The most frequently cited benefit of the internet was in helping people tap into [their] social networks” – Susannah Fox, Pew American Life and Internet Project, Nov 2006

18. "The national broadcasts are just kind of silly and alarmist. It's nice to have something to balance that out."

19. Benefits and Concerns of Using Social Media in Emergency Notification Opportunity for multiple credible spokespeople Viral messages are repeated again and again Ability to measure sentiment Ongoing contact can improve preparedness before an emergency Intelligence gathering Gain followers before a crisis Potential for network overload during a crisis Some channels limit length and format of information Messages can be manipulated by others (fidelity)

20. Would you sign up for alerts for these emergencies?

22. Social Media in Emergencies Facebook: public discussion, community-building, multi-media engagement, more emotional involvement, notification channel. Twitter: speed and news source. YouTube: video repository. Longer format audio-visual materials. Wikipedia: News in the making.

23. CDC Social Media use During the 2009 H1N1 Flu Event in the US Use of Facebook, Twitter and YouTube for information. Facebook ‘likes’ – 55,078 Twitter followers – 1.2 million Twitter click-throughs – 481,183 Views of YouTube videos – 3.15 million

24. Twitter Use in Emergencies The Australian Country Fire Authority used Twitter to send out regular alerts and updates regarding the Victorian bushfires. The Food and Drug Administration (FDA) recalled salmonella-tainted pistachio products - 3,000 people found out through the agency’s Twitter feed Federal Emergency Management Agency (FEMA) was sending Twitter updates to 2,600 people as the Red River was cresting at record flood levels in ND and MN

25. Twitter Benefits for Emergency Response Responders can perform hazard assessments in real-time from pictures taken at the scene and posted to the web. Real time knowledge of conditions on the ground. Can communicate with and direct on-the-ground assets. KEY: Need to set up accounts and follow/add followers before an incident occurs. @CDCemergency has 1,273,232 followers (31 May 11)

26. Mobile Alerts The school did not notify students by e-mail of the first shootings until 9:26 a.m., said Matt Dixon, who lives in the dorm. Mr. Dixon did not receive the e-mail message until he returned from his 9:05 class. When he left for that class, he said, a resident adviser told him not to use the central stairs, so he left another way…On dry erase boards, advisers had written, “Stay in your rooms,” Mr. Dixon said. - NYT.

28. FDA, CDC and HHS – The Peanut Recall 2009 3,800 products recalled as of 3/30/09

29. Product Recall Database FDA developed a recall database that enables consumers to search for products by brand name, product description, and more.

30. Blogs HHS and CDC blogs provide information about the product recalls and outbreak investigations and encourage comments and conversations. The HHS Peanut Product Recall blog contained posts from CDC, FDA, and HHS. The CDC National Center for Zoonotic, Vector Borne, and Enteric Diseases (NCZVED) blog contained salmonella-related information and updates (over 3,000 page views between 1/25 – 2/1).

31. Webinar for Bloggers On February 3rd, 35 blog writers spoke with FDA and CDC subject matter experts about the Salmonella Typhimurium outbreak and peanut-containing products recall efforts, including current and future resources for bloggers during food safety incidents. Bloggers were provided with Web graphics to share with their readers.

32. Online Video FDA’s video on things you should know during the peanut butter and peanut-containing product recalls was available on both the FDA and CDC YouTube channels. FDA YouTube Channel: http://www.youtube.com/user/USFoodandDrugAdmin CDC YouTube Channel: http://www.youtube.com/CDCstreaminghealth/

33. Buttons and Badges Online graphics allow partner organizations and citizens to display simple images and messaging related to the recall. A series of 3 buttons were shared with partner federal agencies and organizations. Two badges were made available on the CDC MySpace page for individuals to use within their profile pages.

34. Twitter FDA Recalls.Created for product recalls, this Twitter feed is a channel for communicating news and alerts during the recall efforts -- 2837 followers

36. The Little Widget That Could Recall Widget 9.6 million page views Placed on 20,000 external websites Recalls Database of Searchable Products Over 22 million page views

37. Social Media in the News From: http://www.healthjournalism.org/blog/2009/02/602/

38. E. Coli Google Searches Romania Worldwide Netherlands United Kingdom

39. Blog Traffic for E. coli Europe

42. Email, SMS, RSS (news widget) and twitter alerts

43. Public information blog

44. Flickr photo site

46. Use multiple social media networks

47. Communicate directly with the public

48. Engage people in a dialogue

49. Identify and control rumors

50. Allow comments so people can inform each other

51. Move traffic away from websites to avoid crashing

52. Enlist the public to help the response

53. Enlist the public to help each other

54. Provide a ‘one-stop shop’ for information

55. Set and enforce policies regarding use and abuse

56. Expect to receive life-threatening information

58. Social Media is More than PR “Social media are obviously about morethan how we reach out to the public and educate the public… It’s about the public talking to US. It’s also about the public talking to the public.” Nathan Huebner US Centers for Disease Control

59. Ask not what tools you want to use, ask how you want to change how you talk to people. All evolutions in marketing are evolutions in language. Those who can raise the level of conversation in any market, win. -Hugh MacLeod http://www.flickr.com/photos/kdlengacher/3352170211/

60. Communication and Marketing Choices

61. Are we available when, where and how people want us to be?

62. R. Craig Lefebvre, PhD College of Public Health University of South Florida On Social Marketing and Social Change http://socialmarketing.blogs.com