Social media ws_copenhagen

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Social media ws_copenhagen

  1. 1. BEING SOCIAL – SOCIAL MEDIA & BREASTFEEDING Iris Wagnsonner Copenhagen, 24th of April 2014
  2. 2. Agenda • Objective of the Workshop • Definition of Social Media • Learn about Social Media Platforms • Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social Bookmarking, Pinterest, Wikipedia (Media-Wiki) • Using Apps • Breastfeeding and Telehealth (Advantages & Barriers of the Social Media Consultation versus Face-To-Face interaction) • Establishing an Online & Social Media Presence for your IBCLC Practice • Advantages & Limitations of the use of Social Media in Breastfeeding Practice; • Are there any ethical concerns of using social media techniques
  3. 3. Objectives • Learn about Social Media Platforms
  4. 4. Agenda • Objective of the Workshop • Definition of Social Media • Learn about Social Media Platforms • Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social Bookmarking, Pinterest, Wikipedia (Media-Wiki) • Using Apps • Breastfeeding and Telehealth (Advantages & Barriers of the Social Media Consultation versus Face-To-Face interaction) • Establishing an Online & Social Media Presence for your IBCLC Practice • Advantages & Limitations of the use of Social Media in Breastfeeding Practice; • Are there any ethical concerns of using social media techniques
  5. 5. Definition of Social Media
  6. 6. Definition • Social media is the interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.[1] • Combination of • Content (user– generated content) • Web2.0 technologies • User Communities 1) Ahlqvist, Toni; Bäck, A., Halonen, M., Heinonen, S (2008). "Social media road maps exploring the futures triggered by social media". VTT Tiedotteita – Valtion Teknillinen Tutkimuskeskus (2454): 13. Retrieved 9 December 2012.
  7. 7. Social Media Platforms/Users worldwide Facebook, Twitter, blogs, Pinterest, Xing, LinkedIn, Youtube are the most useful platforms for connecting with breastfeeding mothers Reference: ComScore Oct 2013
  8. 8. The current situation • Digital Natives • Women in childbearing age, especially in in industrialized nations, are using social media in record numbers and are seeking information about pregnancy, birth and breastfeeding online. • Grew up during a time of reliance on technology • Digital Immigrants • Providers of breastfeeding support are adopting new (unfamiliar) technologies to better engange with the breastfeeding community.
  9. 9. Be social – be careful • Social media is increasingly popular among Internet users, especially young women, and plays an influential role in consumer decisions. • Women are accessing health care information online to assist with decision making • Health professionals must learn to work in partnership with women to guide them toward evicence-based Websites and be prepared to discuss the information. • Social media is an increasingly popular resource for health and wellness information. -> high potential to influence decisions.
  10. 10. Who are Social Media Users • 93% of those of have born after 1980 communicate online • The most important platform is Facebook.
  11. 11. Mom‘s wake up with Facebook instead of coffee BabyCentre's 2013 Social Mum Report, was conducted by an in-depth survey completed by 1,088 mums and mums-to-be, and a behavioural and secondary analysis with comScore covering e-commerce habits and social analytics. The report is the latest instalment of BabyCentre's 21st Century Mum™ Insights Series.
  12. 12. Agenda • Objective of the Workshop • Definition of Social Media • Learn about Social Media Platforms • Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social Bookmarking, Pinterest, Media-Wiki • Using Apps • Breastfeeding and Telehealth (Advantages & Barriers of the Social Media Consultation versus Face-To-Face interaction) • Establishing an Online & Social Media Presence for your IBCLC Practice • Advantages & Limitations of the use of Social Media in Breastfeeding Practice; • Are there any ethical concerns of using social media techniques
  13. 13. Blogging • Moms are „hyper-connected“, 99% owing a computer and 83% owing a smartphone • Blogs are the most trusted social media channel for parenting advice and information • Blogs also build more confidence around parenting skills, than other social media channels • More than half of online moms make decisions for their families based on blog advice. • Breastfeeding is an important issue were moms are seeking information/adivce.
  14. 14. Blogging • Blog ist the Abbreviation of Weblog. A Blog is an website provided by individuals or institutions. • A typical blog contains text contributions, which are often decorated with graphics and videos and allow comments of the readers. • Blog Software: www.wordpress.com (Software is free. A lot of Plugins and Themes). • Many blog readers subscribe blog articles in form of RSS (RSS-> Really Simple Syndication) http://feedburner.google.com • Blog posts provide an opportunity for longer-form writing that can be linked to shorter posts in other platforms like Facebook, Twitter, etc. • Writing should include the use of keywords so that your content will be searchable by major search engines
  15. 15. Blogging • Strategies • Understanding your audience will help guide your future posts. • Think of the voice of your blog • Consistency is important. Research finds that blogging 2 or 3 times per week is a minimum for running a blog • Not ready for a blog – you can engage in guest blogging (writing for other blogs) or share the best of others‘ writing on Facebook or Twitter. • Use pictures, etc. • Link your blogs to others – that generates Trackbacks • Examples: www.elacta-magazine.eu, http://lactationmatters.org
  16. 16. Blogging • The writing style is important. (clean & objective) • Strong Headline • Storytelling • Listen to your audience! • Be authentic! • Social Media Buttons (Facebook, Twitter, etc.) • Ask you audience • Be open for comments • Invite guest-writers • Subscribe Google Alerts for Blogs; • Blogrankings, Blogrolls
  17. 17. Google Alert • Monitor the web for intresting new content. • Make a Google Alert. https://www.google.com/alerts?hl=de
  18. 18. Microblogging - Twitter • Twitter • Microblogging - Participate in conversation and share information by creating short (140 character) messages called „tweets“. • You can follow whom you like • Search topics by using hashtags (#). (#breastfeeding, #IBCLC). • „Ambient Intimacy“ • Types of content • Headline-type messages with links to relevant blog posts or research • Content that promotes the work of others and demonstrates your orzanization‘s generosity and willingness to share information. • Strategies • Participate in conversation and share information by creating short (140 character) messages called „tweets“. • How you can get into contact with mothers? – Search for keywords like #breastfeeding classes, #breastfeeding etc. in your area • Follow active discussions – care for their worries and offer professional and quick support
  19. 19. Twitter • Compose aTweet • Reply (or you start with @username) • Retweed (RT @ source) • Hashtags (#) Keyword (#IBCLC, #Breastpumping) • Following • Follower • Direct Message (only possible if both follow each other)
  20. 20. Case Study • Your are working on a class/workshop on Solid Food Introduction. You are lacking informaton on „Baby Led Weaning“. Try to find some information on „Baby Led Weaning“ on Twitter. • Describe your search (query you used, advanced search?) • Describe kind of information you received.
  21. 21. Be social – Social Networking-Sites • Facebook – Google+ • Xing • LinkedIn
  22. 22. Facebook • Lagest audience more than one billion users worldwide • 188 million users in Europe • 71,1 % of users describe themselves as parents. • Types of content • Visual content (infographics, etc.) • Videos or pictures • Short posts that invite comments „likes“ or sharing • Statistical Analytics: www.socialbakers.com. High ad recall and purchase intent of „liked“ pages.
  23. 23. Facebook • Strategies • Engage your followers by generating content (called „status updates“) and liking, sharing and commenting on the content others post • Establish a Facebook page, which differs form a personal/private profile. Pages can be established for businesses, organizations, support groups, etc. • Facebook groups allow for interactive discussions
  24. 24. Xing & LinkedIn • The Business Platforms • Manage your professional identity. • Build and engage with your professional network. • one purpose of the sites is to allow registered users to maintain a list of contact details of people with whom they have some level of relationship, called Connections. • It can be used to find jobs, people and business opportunities recommended by someone in one's contact network. • You can join professional groups.
  25. 25. Social Bookmarking Delicious • Never lose a link again! • Delicious is an easy tool to save, organize and discover interesting links on the web.
  26. 26. Wikimedia – create your own Wiki • Wikimedia is a global movement whose mission is to bring free educational content to the world. • Through various projects, chapters, and the support structure of the non- profit Wikimedia Foundation, Wikimedia strives to bring about a world in which every single human being can freely share in the sum of all knowledge. • Wikimedia Commons is a media file repository making available public domain and freely-licensed educational media content (images, sound and video clips) to everyone, in their own language. It acts as a common repository for the various projects of the Wikimedia Foundation, but you do not need to belong to one of those projects to use media hosted here. • Wikimedia Commons uses the same wiki-technology as Wikipedia and everyone can edit it. Unlike media files uploaded to other projects, files uploaded to Wikimedia Commons can be embedded on pages of all Wikimedia projects without the need to separately upload them there.
  27. 27. Agenda • Objective of the Workshop • Definition of Social Media • Learn about Social Media Platforms • Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social Bookmarking, Pinterest, Media-Wiki • Using Apps • Breastfeeding and Telehealth (Advantages & Barriers of the Social Media Consultation versus Face-To-Face interaction) • Establishing an Online & Social Media Presence for your IBCLC Practice • Advantages & Limitations of the use of Social Media in Breastfeeding Practice; • Are there any ethical concerns of using social media techniques
  28. 28. Apps • Application Software – for Breastfeeding • Baby nursing Tracker, etc. • www.appszoom.com
  29. 29. Google Glass app helps Parkenham mum get breastfeeding support right http://vimeo.com/87625169
  30. 30. Case Study ① What might be the advantages of virtual breasteeding support using GoogleGlasses technology? ② Are there any concerns, limitations by using this new suppor technique? ③ Could you imagine in your institution or practice to work with Google Glasses and Apps? ④ What do you think are the essenatial improvements that this technology will be used in future?
  31. 31. Apps often provided by the industry – ... • Using Apps • iBreastfeeding – by Medela • Description • iBreastfeed provides tools and resources to help you successfully breastfeed! • - Get information on the benefits of breastmilk, breastfeeding and breastpumping tips, breastmilk storage guidelines and instant access to other online resources. • - Add your baby’s profile and easily keep track of breastfeeding
  32. 32. Case Study • Go to http://de.appszoom.com • look for apps which you think you can recommend to your breastfeeding mothers. • Would you recommend the iBreastfeeding App?
  33. 33. Agenda • Objective of the Workshop • Definition of Social Media • Learn about Social Media Platforms • Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social Bookmarking, Pinterest, Media-Wiki • Using Apps • Breastfeeding and Telehealth (Advantages & Barriers of the Social Media Consultation versus Face-To-Face interaction) • Establishing an Online & Social Media Presence for your IBCLC Practice • Advantages & Limitations of the use of Social Media in Breastfeeding Practice; • Are there any ethical concerns of using social media techniques
  34. 34. Breastfeeding and Telehealth • Technique • Face Time, Skype with Webcam, etc. • http://www.feedbabysleep.com.au • Skype. It is a free download and a free service that allows you to make video calls. • Advantage • Where no face-to-face contact is possible; • To provide long-distance care • Better than voice alone • Limitations • It is important to be able to view the LATCH and observe the baby‘s bodylanguage when feeding. • Limited look at breast, LATCH or oral anotomy
  35. 35. Telehealth Study (Videoconferencing) • Study: Private Practice IBCLC, FEED BABY SLEEP piloted the use of in-home real-time videoconferencing (VC) in a research setting with 100 mothers,to determine the feasibility of using it to provide breastfeeding support to mother– infant dyads and to assess the reliability of the LATCH breastfeeding assessment tool. Reaction of Mothers: • No longdistance- travelling. • Communication difficulty due to bad internet connection • Mothers are used to communicate via Internet Private Practice IBCLC, FEED BABY SLEEP® SkypeTM Lactation Consulting Service, and iLactation, Melbourne, Australia Iona Macnab BA(Hons), LLB, IBCLC, is a private practice IBCLC, founder of FEED BABY SLEEP® SkypeTM Lactation Consulting Service, and Co-Founder of iLactation, Melbourne, Australia.
  36. 36. Results • 100% of the participants of the study said they would recommend the same type of service to a friend • 43% would prefer face-to-face consultation • Remote consultants are more effective with positioning and latch issues as opposed to the more challenging anatomical or dysfunctional sucking issues. Private Practice IBCLC, FEED BABY SLEEP® SkypeTM Lactation Consulting Service, and iLactation, Melbourne, Australia Iona Macnab BA(Hons), LLB, IBCLC, is a private practice IBCLC, founder of FEED BABY SLEEP® SkypeTM Lactation Consulting Service, and Co-Founder of iLactation, Melbourne, Australia.
  37. 37. Chances Limitations No travelling cost; in future travelling costs will increase Only very common Technology is needed– Technology prices will decrease in Future. Difficulty due to poor internet connection and old equipement, poor quality of pictures and sounds Familar with web2.0. – participation on mother-to-mother forums as Facebook. Positioning and Latching issues are handled more effective Hands-On Assessment not possible. Anatomical or dysfunctional sucking issues are challenging done by Video-Conferencing Empowerment of the mother by doing it by herself. No possibility for positioning. Handling the whole interaction without pysical involvement Good skills in telephone counseling
  38. 38. Youtube • Videos • Integrate your Video to other platforms only by sharing the link. • http://youtu.be/jzzPTRUWMHI
  39. 39. Agenda • Objective of the Workshop • Definition of Social Media • Learn about Social Media Platforms • Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social Bookmarking, Pinterest, Media-Wiki • Using Apps • Breastfeeding and Telehealth (Advantages & Barriers of the Social Media Consultation versus Face-To-Face interaction) • Establishing an Online & Social Media Presence for your IBCLC Practice • Advantages & Limitations of the use of Social Media in Breastfeeding Practice; • Are there any ethical concerns of using social media techniques
  40. 40. Case Study - Establishing an Online & Social Media Presence for your IBCLC Practice • Read the article – Why does Google care about Breastfeeding http://www.forbes.com/sites/quickerbettertech/2014/02/25/ why-does-google-care-about-breastfeeding/ • Think about founding a private practice or healthcare institution offering online service • Describe the service you will offer • Use the table of the next pages to think about your Social Media Strategy
  41. 41. Case Study – Social Media Strategy Private Practice Advocacy group / Healthcare Institution / Organization Assess your goals (i.e. Spread information, Seek to build membership, etc.) Assess your target audience -who is talking about me? -where (platforms) are they talking? What significance does the competition have? Who is opinion leader in my environement? What content are discussed in my environment? What changes if I am involved in Social Media?
  42. 42. To realize an effective Social Media Strategy ... Private Practice Advocacy group / Healthcare Institution / Organization Listen to your audience on many different platforms Establish Relationships on Social Media Sites Have a lot of profiles and accounts Be open for questions and criticsm Establish yourself as professional partner/expert A good network is the condition for a sustainable success!
  43. 43. Agenda • Objective of the Workshop • Definition of Social Media • Learn about Social Media Platforms • Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social Bookmarking, Pinterest, Media-Wiki • Using Apps • Breastfeeding and Telehealth (Advantages & Barriers of the Social Media Consultation versus Face-To-Face interaction) • Establishing an Online & Social Media Presence for your IBCLC Practice • Advantages & Limitations of the use of Social Media in Breastfeeding Practice; • Are there any ethical concerns of using social media techniques
  44. 44. Chances for Breastfeeding & Social Media • Bringing evidence-based research to social media platforms (Facebook, Weblog, Twitter, etc.) • New channels for promoting breastfeeding • Connecting with people having similar professions (XING, LinkedIn) • Unique opportunity to connect directly to mothers by using new media tools • Leading source of information and support for health care topics • IBCLCs can build practices, provide evidence-based information and support mothers. • Offering support by social media platforms • Twitter, etc. • Online video conferencing to provide services for moms unable to be seen face-to-face • Web-based monitoring systems where mothers can input their breastfeeding data • Smartphone Application‘s (Weight-gain, etc.)
  45. 45. Limitations of the use of Social Media in Breastfeeding Practice • Information shared should always be kept strictly confidentially • Poor quality of pictures and sounds due to bad internet connection or equipement • Only Hands-Off Assessment • Anatomical or dysfunctional sucking issues are challenging
  46. 46. Agenda • Objective of the Workshop • Definition of Social Media • Learn about Social Media Platforms • Facebook, Twitter, LinkedIn, Xing, You Tube, Blogging, Social Bookmarking, Pinterest, Media-Wiki • Using Apps • Breastfeeding and Telehealth (Advantages & Barriers of the Social Media Consultation versus Face-To-Face interaction) • Establishing an Online & Social Media Presence for your IBCLC Practice • Advantages & Limitations of the use of Social Media in Breastfeeding Practice; • Are there any ethical concerns of using social media techniques
  47. 47. Ethical concerns for IBCLCs • IBCLCs must be aware of following the Code of Professional Conduct wether engaging mothers face-to-face or online. • The support should be in a way that respects privacy and confidentiality requirements • Protection of private health information • Social media provides means which may circumvent existing voluntary or compulsory codes of marketing to advertise their products. Sponsored Revies on Blogs (most reviewers disclose the direct relationship with the media company, rather than the more indirect with the formula manufactor). – always lacking risks of artifical feeding or the negtive impact on breastfeeding of introducing bottle feeding.
  48. 48. Social Media & the Code of Marketing on Breast-milk Substitutes J Hum Lact. 2012 Aug;28(3):400-6. doi: 10.1177/0890334412447080. Epub 2012 Jun 6. Milk and social media: online communities and the International Code of Marketing of Breast-milk Substitutes. Abrahams SW. http://www.ncbi.nlm.nih.gov/pubmed/22674963 Abstract • BACKGROUND: • The advent of social networking sites and other online communities presents new opportunities and challenges for the promotion, protection, and support of breastfeeding. This study examines the presence of infant formula marketing on popular US social media sites, using the World Health Organization International Code of Marketing of Breast-milk Substitutes (the Code) as a framework. • METHODS: • We examined to what extent each of 11 infant formula brands that are widely available in the US had established a social media presence in popular social media venues likely to be visited by expectant parents and families with young children. We then examined current marketing practices, using the Code as a basis for ethical marketing.
  49. 49. Social Media & the Code of Marketing on Breast-milk Substitutes • RESULTS: • Infant formula manufacturers have established a social media presence primarily through Facebook pages, interactive features on their own Web sites, mobile apps for new and expecting parents, YouTube videos, sponsored reviews on parenting blogs, and other financial relationships with parenting blogs. Violations of the Code as well as promotional practices unforeseen by the Code were identified. These practices included enabling user-generated content that promotes the use of infant formula, financial relationships between manufacturers and bloggers, and creation of mobile apps for use by parents. An additional concern identified for Code enforcement is lack of transparency in social media-based marketing. • CONCLUSION: • The use of social media for formula marketing may demand new strategies for monitoring and enforcing the Code in light of emerging challenges, including suggested content for upcoming consideration for World Health Assembly resolutions
  50. 50. Case Study • Is the Code of Marketing ready for Web 2.0? • What actions are taken by the manufactures to circumvent code violations? • What do you think should be done to protect breastfeeding?
  51. 51. Is the Code of Marketing ready for Web2.0? • The existence of user-generated content on social media sites is an issue not anticipated by the Code • Re-tweet, re-post, linkt to, email or „like“ content provides greater exposure to manufacturer-generated marketing content – no violation by the industry needed • No Code provision that prohibits financial relationships between manufacturers and blogger. • Nestlè: Number of Fans: 6242725 (http://www.socialbakers.com/facebook- pages/24287259392-nestle)
  52. 52. Ethical concerns ? http://youtu.be/0eUeL3n7fDs
  53. 53. Review • Listen and understand what women need. • Grow and reach new communities of women and collegues. • Try to more efficiently collaborate with other breastfeeding and health care professionals. • Drive mother-friendly, baby-friendly policy. • Connect, learn and co-operate with breastfeeding health champions. • Build bridges and build community. • Support, help, heal and move forward.
  54. 54. Thank you • MSc. Iris Wagnsonner, Iris Wagnsonner, IBCLC • Internet www.koerpergarten.at • E-Mail info@koerpergarten.at • Blog: www.koerpergarten.at/blog • Twitter: https://twitter.com/Koerpergarten • Facebook: https://www.facebook.com/pages/Körpergarten/244642010520 • Founder of Körpergarten e.U., • Editor in Chief Lactation and Breastfeeding the E- Magazine of ELACTA www.elacta-magazine.eu
  55. 55. References • T. Weinberg: Social Media Marketing, O‘Reilly • M.Walker: Stealth Formula Marketing−−Coming Soon to a City Near You? J Hum Lact 2012 28: 278; DOI: 10.1177/0890334412446373; http://jhl.sagepub.com/content/28/3/278 • Iona Macnab, BA(Hons), LLB, IBCLC1, Wilaiporn Rojjanasrirat, PhD, RNC, IBCLC2, and Alisa Sanders, RN, IBCLC3: Breastfeeding and Telehealth; Journal of Human Lactation; 28(4) 446–449; http://www. sagepub.com/journalsPermissions.nav; DOI: 10.1177/0890334412460512 • Amber D. McCann and Jeanette E. McCulloch : Establishing an Online and Social Media Presence for Your IBCLC Practice; J Hum Lact 2012 28: 450; DOI: 10.1177/0890334412461304 • Sheryl W. Abrahams: Milk and Social Media: Online Communities and the International Code of Marketing of Breast-milk Substitutes; J Hum Lact 2012 28: 400 originally published online 6 June 2012 DOI: 10.1177/0890334412447080; http://jhl.sagepub.com/content/28/3/400
  56. 56. References • Azza H.Ahmed, DNSc, RN, IBCLC, CPNP1, and Mourad Ouzzani, PhD2: Interactive Web-Based Breastfeeding Monitoring: Feasibility,Usability,and Acceptability; Journal of Human Lactation; 28(4) 468–475; DOI: 10.1177/0890334412451869 • Wilaiporn Rojjanasrirat, Eve-Lynn Nelson and Karen A. Wambach : A Pilot Study of Home-Based Videoconferencing for Breastfeeding Support; J Hum Lact 2012 28: 464 originally published online 16 July 2012 DOI: 10.1177/0890334412449071
  57. 57. SMS Help http://www.examiner.com/article/breastfeeding-texting- campaign-guides-new-york-city-s-pregnant-new-mothers

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