During SXSW Interactive 2010, innovators from the CDC, NIH and HHS discuss recent and current events in which social media/new ideas were put to use.

1. When Swine Flew: Embracing Innovation During H1N1 Response #whenswineflew

2. Andre Blackman David Hale Pulse + Signal @mindofandre National Lib. Of Medicine @lostonroute66 Ann Aikin Andrew Wilson CDC @bujulicious HHS – SAMHSA @andrewpwilson #whenswineflew #h1n1

4. Flickr: Eneas | http://www.flickr.com/photos/eneas/3471986083/

5. Tweets per Day #swineflu #sxsw March April/ May

6. H1N1 and Seasonal Flu Social Media from CDC

8. Are more likely to return and recommend the site to others

9. Rate CDC as more trustworthySatisfaction of those who use social media on CDC’s Web site 83 N=16,506 Satisfaction of those who DO NOT use social media on CDC’s Web site 78 N=32,745 Source: American Satisfaction Index (September 10, 2009 – February, 10, 2010)

10. Multiple People, Places, Formats "People have to see messages in different places and from different people. That means experts as well as peers…” --Richard Edelman, president and CEO, Edelman. Source: http://adage.com/article?article_id=141972

11. Multiple Formats Enhance Credibility

14. Twitter CDCEmergency: 1,251,735* CDC_eHealth: 25,357 CDCFlu: 24, 957 2009 clickthroughs to CDC.gov from the 3 accounts: 472,487 * 1799% increase since 5/1/09

16. About 100,000 views a month

17. Second most popular blog on WebMD

19. Modeling of two key hygienic behaviors:

20. Hand washing: hand washing decreases likelihood of infection

21. Covering: elbow covering of sneezes and coughs decreases spread of flu

22. Vaccination celebration with CDC flu expert

26. SemanticTwitter David Hale Project Lead david.hale@nih.gov @lostonroute66 National Library of Medicine National Institutes of Health Department of Health and Human Services

27. Situational Awareness

28. swine flu travel versus how fast swine flu travels is it safe to travel during a swine flu epidemic

29. “Swine Flu” Tweets CDC tips for preventing the flu: wash hands often and stay home when sick Oklahoma health officials say swine flu headed to state, public needs to take precautions I bet this whole swine flu scare really has Kermit the Frog rethinking his relationship

31. Known to be about swine flue

32. Sent during 1 hour on Monday, April 27, 2009

33. Preprocessed to accommodate format

34. NLM Semantic Knowledge Representation Lab

35. http://skr.nlm.nih.gov/

36. MetaMap and SemRep (command-line)

37. Extracted semantic concepts and relationships

39. MetaMap and SemRep Output Tweet Texas confirms third case of swine flu Concepts extracted Texas [Geographic Area] Third [Quantitative Concept] Family suidae [Mammal] Influenza [Disease or Syndrome] Relationship Influenza PROCESS_OF Family suidae

41. 324 Influenza [Disease or Syndrome]

42. 115 Not [Functional Concept]

43. 113 Mexico [Geographic Area]

44. 89 Centers for Disease Control and Prevention (U.S.) [Health Care Related Organization]

45. 71 Case unit dose [Quantitative Concept]

46. 54 Time [Temporal Concept]

48. Opportunities Biosurveillance Monitoring of wide-spread sentiment Targeted information provision Respond to misinformation trends Potential for evaluating authenticity Semantic comparison to trusted source

52. Results: PROCESS_OF Relation Influenza PROCESS_OF Family suidae Influenza PROCESS_OF Farmer, unspecified Influenza PROCESS_OF Hispanics Influenza PROCESS_OF Mexican Influenza in Birds PROCESS_OF Human Influenza-like symptoms PROCESS_OF Passenger Flu symptoms PROCESS_OF Family suidae Swine influenza PROCESS_OF Family suidae

53. YouTube Interlude

55. We need to be supplying content not only where and how people want it but …

56. We need to leverage social media to produce content that is more personally relevant and that will resonate with all of our audiences Flickr: Sanj@y | http://www.flickr.com/photos/sanjay_kumar/2349543534/

59. Ann Aikin Social Media Strategist US Centers for Disease Control and Prevention aaikin@cdc.gov @bujulicious Andre Blackman Pulse + Signal | http://pulseandsignal.com/ mindofandre@gmail.com @mindofandre David Hale Project Lead National Library of Medicine david.hale@nih.gov @lostonroute66 Andrew Wilson New Media Strategist Substance Abuse and Mental Health Services Administration andrew.wilson@samhsa.hhs.gov @andrewpwilson

60. Connect w/ HHS on H1N1 Web Facebook www.facebook.com/h1n1flu www.facebook.com/CDC www.flu.gov/socialmedia www.cdc.gov/socialmedia www.newmedia.hhs.gov Twitter YouTube @flugov @cdc_eHealth @cdcemergency @cdcflu @NLM_SIS www.youtube.com/USGOVHHS www.youtube.com/CDCStreamingHealth THANK YOU!