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Redefining Teen Health Communications through Social Media,[object Object],Trish Eitel, PhD & Caitlin Douglas,[object Object],Ogilvy Public Relations Worldwide,[object Object],August 2009,[object Object]
Background,[object Object],Historically, health education and prevention programs targeting youth relied on adult influencers as the key delivery channels.  ,[object Object]
The Challenge: Teens Strive for Independence,[object Object],Developmentally youth are at a stage where they are establishing their identities and asserting their independence—predisposes them to resist messages communicated through adult influencers.,[object Object]
Direct Communication is Vital to Behavior Change,[object Object],Communicating Directly,[object Object],Allows them to assert their independence and decision making,[object Object],Powerfully influences the decisions they are making for themselves,[object Object],Prevents any ‘reactance’ they may have when receiving messages from adults,[object Object],Promotes campaign ‘word of mouth’ among their peers,[object Object]
More Opportunities Than Ever Before,[object Object],Some 93% of youth (ages 12-17) are online. ,[object Object],Almost half of teens who use social networks visit them ,[object Object],once a day (26%) or several times a day (22%).,[object Object],Four out of five teens (17 million) carry a wireless device-a 40% increase since 2004. ,[object Object],Pew Internet & American Life Project: Teens and Social Media (Dec, 2007),[object Object],Harris Interactive: Teens: A Generation Unplugged (Sept. 2008),[object Object]
Social Media Offers More Direct & Effective Communication ,[object Object],Amplifying Message Credibility.,[object Object],[object Object]
Social media amplifies the power of ‘word-of-mouth’Improved Targeting & Heightened Personalization.  ,[object Object],[object Object]
User-interaction and feedback leads to a heightened sense of ownership of the messageParticular Relevance for Youth-Targeted Programs.  ,[object Object],[object Object]
By its nature of peer-to-peer networks, social media reduces resistance to messages increasing receptivity to  the intended health message,[object Object]
Encouraging a Dialogue ,[object Object],From: ,[object Object],Present Info ,[object Object],to Youth,[object Object],To:  ,[object Object],Engage Youth ,[object Object],In The Conversation,[object Object],Increases Ownership of the Message,[object Object],Furthers “Word of Mouth”,[object Object],Enhances Message Credibility,[object Object]
Encouraging a Dialogue ,[object Object],Frequent Concerns:,[object Object],Will youth engage in inappropriate dialogue or content?,[object Object],Will youth contributions skew the intended message inappropriately? ,[object Object],Will campaign sponsors lose control of the ultimate message? ,[object Object],Solution:,[object Object],Content monitoring prevents these issues,[object Object],Content monitoring needs to be done on a regular basis, and cannot be overly stringent to allow for transparency, or campaign messaging loses credibility,[object Object]
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Incorporating User Generated Content ,[object Object],[object Object]
Authenticity of content helps credibility
Helps refresh site content – driving return visits64% of online teens create content online,[object Object], ,[object Object],39% share their own artwork, photos, stories, or videos,[object Object], ,[object Object],33% create or contribute on Web pages or blogs,[object Object],*Pew Internet & American Life Project: Teens and Social Media (Dec, 2007),[object Object]
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Appropriate Presence on Social Networking Sites ,[object Object],Use social networking sites strategically, not simply to be there,[object Object],Choose the right social networking site:,[object Object],Myspace vs. Facebook vs. Twitter,[object Object],Ultimate benefit: ,[object Object],Drives message forward, subtly by reinforcing norms around the campaign issue,[object Object],Provides touch points with your audience where they already are,[object Object]
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final
49,619 Friends,[object Object],“I think what you guys are doing is great :D”,[object Object],“Hey! U guys are really making a difference!”,[object Object],“Thank you for everything you do!”,[object Object]
Provide Applications Can Drive Campaign Forward ,[object Object],Give them something that is unique and subtly passes along the campaign message they can forward along,[object Object],Subtly amplifies the campaign message, and spreads it virally – enhancing credibility ,[object Object]
Redefining Teen Health Communications Through Social Media  Trish Eitel, Opr Final

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