Evaluating Health Promotion Social Media Strategies
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Workshop presentation at the 2013 Ontario Public Health Convention (TOPHC) looking at social media use in public health and the strategies available for evaluating those strategies in practice. Tools, methods and approaches are outlined along with the inherent challenges in dealing with a dynamic social communication environment.
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Evaluating Health Promotion Social Media Strategies
- 1. Evaluating Health Promotion Social Media Strategies For Public Health Impact Cameron D. Norman PhD Principal, CENSE Research + Design Adjunct Professor, Dalla Lana School of Public Health, University of Toronto @cdnorman TOPHC 2013, Toronto, ON
- 2. Any electronic, networked information resource that derives its principal value from user contributions & engagement
- 7. 2003
- 8. 2013 Communication is: Mobile Fast Scalable Flat Non-Linear Narrative Collaborative
- 9. Top Selling Mobile Phones in 2003
- 10. Top Selling Mobile ‘Phones’ in 2012/3
- 12. By the Numbers • Facebook> over 1 billion users (founded 2004) • Twitter> Over 200 million users (founded 2006) • More than 800 unique visitors to YouTube(founded 2005) – 1 trillion views in 2011 Pinterest(founded 2010)
- 15. FLAT / NON-LINEAR /
- 16. Mental Models of Data • Systems thinking – Looking at wholes rather than parts • System dynamics – Delays – Accumulations – Bottlenecks • Network effects – Connection numbers, types, and clusters – Cliques, contagions, and resistance
- 18. 11528 12597 52398 55556 18160 19360 21932 60909 23610 27123 40002 70467 71858 48947 60417 51662 49057 52876 57123 29172 56738 57580 19111 94826 59037 60945 61393 79692 60556 66467 41933 72193 85327 75877 81557 89819 76733 16411 99498 13209 81605 42862 96361 76496 84140 48054 71372 97036 67533 52491 94228 90406 52034 30324 84125 96428 75659 82662 26256 57165 73265 29588 40810 37752 60686 17388 51994 73557 36842 68120 95023 25430 76029 19182 32959 33530 23550 97362 92302 54084 96124 93834
- 22. Creating Conversations • Give and take • Engagement vs. Broadcast • Sharing (but not always equal) • Different cadence and pace of information flow • Process and outcomes are developmental, evolving, complex
- 23. What is an effective conversation?
- 27. Conversation Analysis • Who leads? Who follows? Who participated? • What is said? What is the tone, mood or content of what is shared? – Location? Time? Context? • What ideas take hold? • What is the content of those ideas?
- 28. Knowledge Integration • Idea uptake / transfer > ‘stickiness’ • To whom are those ideas shared? • How were those ideas shared? • What did anyone do because of what they were exposed to? • Knowledge pathways – how do ideas move into practice • ‘Actionable ideas’
- 29. MOBILITY
- 30. Taking information with you
- 31. And producing it anywhere…
- 32. BIG DATA
- 36. Tools (Examples) Free / Low Cost Premium • Facebook Insights • Hootsuite • Google Analytics • Bottlenose • Google Alerts • Radian 6 • Hootsuite • Sysomos • Bottlenose • Beelove • Buffer • SM2 • Co-tweet
- 37. Measurement and Metrics: The Basics
- 38. Metrics & Indicators: The Basics • # contact / engagement points (e.g., followers) • Type of contacts, # of contacts • Quality, number and type of ideas generated • Citations and references (e.g., re- tweets, mentions) • Quality of engagements & interactions • Size, type and position of network points
- 39. Developmental Design Cycles & Overlap
- 40. RESOURCES
- 41. Julia Belluz (@juliaoftoronto) Who Lives, Who Dies? Will Social Media Decide? 2012 Hancock Lecture http://feeds.tvo.org/tvobigideas(March 1st, 2013) Science-ish Blog: http://www2.macleans.ca/science-ish/
- 42. http://publichealthandsocialmedia.wordpress.com/ Social Media Metrics and Evaluation: PTCC Webinar: http://bit.ly/102Mrzh Social Media for Researchers: http://censemaking.com/2013/03/20/social-media- for-researchers/
- 44. Cameron D. Norman PhD @cdnorman www.cense.ca www.censemaking.com
Notas do Editor
- The social media strategy cycle involves an iterative set of steps. As with any circle, there is no definitive start point, however typically you are starting from reflection and synthesis or listening to your audience/users. A problem can be found in either of these two points on the circle. Although the steps move in a linear-like fashion, there is a reflect-learn-adaptation cycle that takes place during and after each phase to make modifications in real time based on information gleaned from research, practice, design and implementation of the strategy as it unfolds. There is no set expectation for timing within this model. The entire cycle could be completed in day as part of a rapid-response to a topical issue or over the span of many months. You need to constantly be thinking: why are you doing this? What is the point of doing social media?