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
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)
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
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
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’
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
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/
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?