2007 Southern Soc. Society - "The Strength of Strong Ties for Older Adults: I...
Rikard_Social_Media_HL_PPT
1. Using Social Media to Communicate
Health Literate Messages
Presentation for the 2015 Wisconsin Health
Literacy Summit April 14-15, 2015
R.V. Rikard
Postdoctoral Research Associate
Department of Media and Information
Michigan State University
2. Disclaimers:
1. This breakout session is not a “Facebook 101”
or “Here’s How to Tweet.”
2. Health Communication, Health Literacy &
Social Science (#hchlitss) Tweet Chat co-host.
3. Information
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3. Agenda
1. The range of social media sites.
2. How to use social media sites to communicate
health literate messages.
3. The “$64 Million dollar” question: “how do you
know?”
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5. What is a social media/network site?
A web-based service that allows individuals to:
1. Construct a public or semi-public profile within a
bounded system,
2. Articulate a list of other users with whom they
share a connection, and
3. View and traverse their list of connections and
those made by others within the system.
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- boyd & Ellison 2008
6. In The Beginning…
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1997 - 2000
2002 – Present
1999 – Present
7. Today…
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8. The Top Five +1 (March 2015)
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Source: eBizMBA Rank which is a continually updated average of each website's Alexa Global Traffic Rank, and U.S. Traffic Rank
from both Compete and Quantcast. http://www.ebizmba.com/articles/social-networking-websites
Social Media Site Estimated Unique
Monthly Visitors
Facebook 900,000,000
Twitter 310,000,000
LinkedIn 255,000,000
Pinterest 250,000,000
Google Plus+ (YouTube) 120,000,000
Instagram 100,000,000
9. Unique Capabilities & Limitations
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Social Media Site Advantages Limitations
Facebook
# of visitors, personal engagement,
level of information
T.M.I., changing security prefs.,
social “noise”
Twitter
140 characters, drive website traffic,
short videos
140 characters, who to follow?,
2,000 follow limit
LinkedIn
Professionals, organizational
networking, good content
“Preaching to the choir”
Pinterest
Use of images/pictures, personal
engagement
Internet “Scrapbooking”
Google Plus+
(YouTube)
Growing # of users, share YouTube
video, heavy integration with
Google services
“Isolated” from other SNS, # of
visitors,
Instagram
Use of images/pictures, younger
demographic
Too personal/T.M.I., URL limits,
10. Know Your “Audience”
U.S. Census Bureau
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11. Know Your “Audience”
Pew Research Center
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12. Who…
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13. Who…
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14. Who uses what…
Bilingual health message
opportunity!
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Tailoring visual health
message opportunity!
Gender specific health
message opportunity!
15. Who uses what…
General Observations?
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16. Who uses what…
General Observations?
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17. Who uses what…
General Observations?
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18. Who uses what…
General Observations?
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19. Who uses what…
General Observations?
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20. Who uses what…
Question: biggest bang for your social media buck?
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21. Who uses what and why?
• 72% of internet users look online for health information
within the past year.
• 77% of online health seeking begins with a search
engine (i.e., Google, Bing, or Yahoo).
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Pew Research Center Health Online 2013
• 70% of U.S. adults got information, care, or
support from a health care professional.
• 60% of adults got information or support from
friends and family.
BUT
22. Who uses what and why?
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Smartphone-dependent groups:
Younger adults — 15% of Americans ages 18-29 are heavily dependent on a
smartphone for online access.
Those with low household incomes and levels of educational attainment —
Some 13% of Americans with an annual household income of less than
$30,000 per year are smartphone-dependent. Just 1% of Americans from
households earning more than $75,000 per year rely on their smartphones to
a similar degree for online access.
Non-whites — 12% of African Americans and 13% of Latinos are
smartphone-dependent, compared with 4% of whites.
Less likely to own some other type of computing device, have a bank
account, to be covered by health insurance.
More likely to rent or to live with a friend or family member rather than own
their own home.
Pew Research Center (April 2015)
23. Health Literate Messaging Finesse for
Social Media
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24. The Hashtag
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25. The Hashtag
• A hashtag is a keyword(s) or a phrase with no
spaces and the number sign to form a label.
For example: #healthliteracy
• A hashtag allows grouping of similarly tagged
messages.
• Allows search engines (e.g., Google) to return
all messages that contain it.
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26. # Hashtag: A Few Guidelines
• Don't #spam or #over #tag #with
#hashtags.
• Use 2 to 3 hashtags per message –
remember keyword(s)/pharses.
• Use hashtags only on posts relevant to the
topic.
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27. Video & Pictures
• Capture attention
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28. “Tagging” photos & video
• Tags are keywords without the hashtag.
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influenza, flu, spanish flu, avian flu, asian flu,
<influenza-likeillness, <influenza a, influenza b,
influenza c, influenza activity, influenza branch,
influenza <pandemic, influenza <epidemic, flu
vaccine, flu shot, antiviral, antiviral drug, antiviral
medications, <antiviral agents, influenza <;
surveillance, strain; selection, hong; kong; flu,
swine; flu, hemagglutinin, <neuraminidase,
respiratory; illness, <guillain barre syndrome,
stomach flu, influenza summaryupdate,
amantadine, rimantadine, <zanamivir, oseltamivir,
<influenza prevention, influenza control, negative
rna strand virus, antigenic drift, <antigenic shift
29. Using “Plain Language”
• Clear & concise
• Communicate facts
• When possible use symbols
• Skip punctuation
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30. Posing Questions vs Giving Instructions
• A question is an invitation
• Instructions limit conversation
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32. Small Discussion Groups
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33. Social Media Tips & Tricks
SocialMediaWorks helps health communicators integrate
social media into their communication planning.
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https://cdc.orau.gov/healthcommworks/
http://www.thehealthcompass.org/
An interactive platform for you to find the highest quality
social and behavior change communication (SBCC) tools
and program examples.
34. Social Media Tips & Tricks
https://www.thunderclap.it
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https://www.hashtags.org/
Thunderclap is a “crowd sourcing” means to spread
your message on Twitter and Facebook.
Find hashtags related to a topic and find out the
meaning of hashtags (i.e., #bcsm = breast cancer and
social media).
35. Social Media Tips & Tricks
Springboard for Health Communication professionals is for sharing
health communication knowledge, experiences and resources.
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http://healthcomspringboard.org/
http://www.symplur.com/healthcare-hashtags/
Discover where the healthcare conversations are taking place.
Discover who to follow within your specialty or disease. Discover what
healthcare topics are trending in real-time
36. Contact R.V. During & After the Summit
Twitter @rv_rikard
LinkedIn http://www.linkedin.com/in/rvrikard
Google+ https://plus.google.com/+RVRikard
Email rvrikard@msu.edu
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37. If you are interested…
• Join the Health Communication, Health Literacy & Social
Science Tweet Chat (#hchlitss)
• Weekly – Thursday nights from 8 pm to 9 pm
• Our website is http://hchlitss.net
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38. Using Social Media to Communicate
Health Literate Messages
Presentation for the 2015 Wisconsin Health
Literacy Summit April 14-15, 2015
R.V. Rikard
Postdoctoral Research Associate
Department of Media and Information
Michigan State University
Notes de l'éditeur
The percentages with an asterisk (*) represent a significant change from 2013.
Compared with smartphone owners who are less reliant on their mobile devices smartphone-dependent users are less likely to own some other type of computing device, less likely to have a bank account, less likely to be covered by health insurance, and more likely to rent or to live with a friend or family member rather than own their own home.
Create S.M.A.R.T. (Specific, Measurable, Achievable, Realistic, and Time-bound) approaches to evaluate the effectiveness and impact of social media campaigns.
