Course lecture for the Johns Hopkins School of Public Health lecture: A New View: Improving Public Health through Innovative Social and Behavioral Tools and Approaches.
2013 Johns Hopkins School of Public Health Lecture
1. NIH Library | Office of Research Services | Office of Management | National Institutes of Health
Using Social Technologies for Public
Health
JHU Bloomberg School of Public Health
Alicia Livinski, MPH, MA: NIH Library
Doug Joubert, MS, MLS: NIH Library
2. Disclaimer
The views expressed in this
presentation are those of the speakers
and do not reflect the official policy or
position of the National Institutes of
Health or the Department of Health and
Human Services.
3. Our roadmap
The State of Social Media
Why adopt social media
Social Networks
Twitter, Blogs and Feeds
5. The state of social media
http://www.go-gulf.com/blog/60-seconds/
6. What is social media?
“Group of internet-based applications that
build on … Web 2.0 and allow for the
creation and exchange of user-generated
content.”
Kaplan Andreas M., Haenlein Michael, (2010).
A shift from one-way conversations to multi-way
conversations in which users participate as both
creators and consumers of web content.
Interactive User-generated Multi-directional
Turnbull A et al., (2009)
7. Social media usage in U.S.
Activity % of internet
users who
Appeals to
Use any social
networking site
67% Adults 18-29, women
Use Facebook 67% Adults ages 18-29, women
Use Twitter 16% Adults, 19-29, African-Americans, urban
residents
Use Pinterest 15% Adults under 50, women
Whites, those with some college
education
Use Instagram 13% Adults ages 19-29, African-Americans,
Latinos, women, urban residents
Use Tumblr 06% Adults ages 18-29
Source: Pew Internet & American Life Project, 2012
8. Broadcasting platform for traditional media sources
Social media and public health
Schein, Rebecca et al. (2011)
Collaborating & co-creating to reach target audiences
Building relationships
Improving trust
Heightened authenticity
9. Social media and public health: uses
Disseminate health and
safety information.
Increase the potential
effect of health
messages.
Leverage your network
of users to share your
content.
Engage with your
audience.
CDC, (2012)
10. Social media and public health: uses
Create different
messages to reach
diverse audiences.
Personalize health
messages and target
them to a particular
audience.
Empower people to
make safer and healthier
decisions.
CDC, (2012)
12. Who are you trying to reach?
Social media planning
What do you want to accomplish?
How you will meet your objectives?
What is the appropriate technology?
Adapted from Samplin-Salgado, M., and A Moore. , 2011
S
T
O
P
13. Most social media strategies have
common elements
Increasing
Reach
Reinforcing
Messages
Customizing
Messages
Increasing
Engagement
Push & Pull
15. About social networks
Network image: 2010, DuoBlogger.com
Adidas image: 2006-2012 Behance LLC
ResearchGate image: 2012, Researchgate.net
16. Facebook – non-profits
Connection: Foster a strong relationship with
the people who care about your organization.
Content Use: Deliver engaging content to your
stakeholders.
Distribution: target updates to existing and
potential community members through Updates
and News Feed
22. Facebook Insights
• Organic: The number of
unique people, who saw
this post in their News
Feed, Ticker or on your
Page.
• Viral: The number of
unique people who saw
this post from a story
published by a friend.
30. Twitter
Launched March 21, 2006
Twitter has 200 million „active‟ users*
Sending 400 million Tweets per day
2.9% of the world‟s population are active Twitter users
and that 87% of all tweets ever posted since the
launch of Twitter in 2006 were posted in the past 24
months alone**
Indonesia, Saudi Arabia, Singapore & US countries
with most new Twitter accounts since Q2 2012
*Twitter defines an active user as “one who logs in to Twitter once a month”
http://blog.twitter.com/2012/03/twitter-turns-six.html
31. Twitter Basics
TwitterSpeak Meaning
Tweet Your message in 140
characters or less
Twitter timeline Tweets occur in a timeline, a
long stream showing all
Tweets from those you have
chosen to follow on Twitter
Direct Messages(DM) A Message (previously called
a Direct Message) is a private
message sent via Twitter to
one of your follower
32. Twitter Basics
TwitterSpeak Meaning
@Replies A reply is any update posted
by clicking the "Reply" button
on another Tweet
@Mentions Any Twitter update that
contains @username
anywhere in the body of the
Tweet.
Hashtags ("#" Symbols) The # symbol, called a
hashtag, is used to mark
keywords or topics in a Tweet
Retweets (RT) Sharing someone else's
Tweet
34. How users interface with Twitter
Twitter Client - TweetDeck • 1 million +
registered
apps
• 75% of Twitter
traffic comes
from third-
party
applications*
• 60% of all
tweets come
from third-
party apps*
* http://www.readwriteweb.com/archives/just_the_facts_statistics_from_twitter_chirp.php
35. Twitter Examples
Hurricane Sandy
Oklahoma tornadoes
Red River Floods
Boulder, CO wildfires
Type A H1N1 influenza
outbreak
Food outbreak/safety
Australian bushfires
Mumbai attacks
Traffic accidents/road
closures – fire
departments
Haiti earthquake
BP oil spill
USAID Child Survival
summit
Japanese earthquake,
tsunami & nuclear power
plant accident
Public health campaigns
36. Use Twitter to
follow a conference
#KMShareFair
#WHA66
• 66th World Health Assembly
• Intl development knowledge mgmt fair
40. Twitter Analytics
Social Media Tool How to assess awareness How to assess engagement
Twitter • How many people are
tweeting about you?
• How many people are
following you?
• How many people are
using a #hashtag you
created, for example
#nihlib for the NIH
Library?
• How many @replies or
@mentions do you
have? An @reply is a
any update posting by
clicking the "Reply"
button. An @mention is
similar to a reply;
however, it can appear
anywhere in the tweet
Hoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?“
MIT Sloan Management Review. Fall 2010.
41. Blogs
Website with periodic updates (posts)
“Diary-like” entries in reverse chronology
Usually one author or a few authors who represent a
single organization
Usually has a particular theme…but within a theme may
cover recent publications, conferences, websites, random
thoughts, etc.
Usually allows public comments
Over 180 million blogs by the end of 2011
44. Blogging – benefits
Simple to start, easy to
publish, free, search
engine friendly
Learning opportunity to
explore a new format
and keep up to date with
emerging technologies
Archives to go back
through your work
CC Creative Commons by yourdoku
45. Blogging - pitfalls
• Privacy issues – public
domain
• Not suited to immediate
solutions
• Time - 80% of corporate
blogs are abandoned before
they generate more than 5
posts (Radian 6, 2011).
• Name brand blogs – more
popular science – good
scholarship?
• Stigma – Unprofessional?
Source: http://en.wikipedia.org/wiki/File:Pitfall!_Coverart.png
46. Tips for blogging success
Interaction – create a space
for readers to comment
Hyperlinks in your posts
Integrate other social media
like RSS and Twitter
Regular updates
Move beyond a static block
of written info and progress
towards stronger
collaborative
sharing/knowledge
47. Blogs Analytics
Social Media Tool How to assess awareness How to assess engagement
Blogs •What is the ranking of the
blog?
•How many unique/return
visitors do you have?
•How many people
subscribe to your blog?
•How many people
comment on the blog?
•What is the number of
people responding to
surveys or polls?
Hoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?"MIT Sloan
Management Review. Fall 2010.
48. RSS
RSS = “Really Simple
Syndication” = web
feeds
Notification of updates
to a favorite site, blog,
news, journal
Subscribe with feed
readers
Readers available from
anywhere – mobile
devices, pc/mac
49.
50. Examples of RSS Feeds
Feeds from journals (e.g., table of contents, ahead of
print)
Feeds from news sites (e.g., breaking news, columnists,
topic pages)
Feeds from database or Google searches (e.g.,
PubMed, Google News, Scopus)
Feeds from Web sites (e.g., new content added)
Feeds from blogs, Twitter etc.
51. RSS readers
Read RSS feeds using a “RSS reader”, “feed
reader” or “aggregator” – can be web-based,
desktop-based or mobile device-based
Different types of RSS Readers available,
including:
Netvibes, Newsblur, Feedly, Pulse,
The Old Reader
Outlook email 2007
Firefox apps
Internet Explorer
Google Reader RIP 7/1/13
So many to
choose from!
53. …overall
Potential for
misinformation or bias
Privacy
Security
A lot of noise
Blocked by many
agencies and hospitals
Paucity of peer-reviewed
testing for
communication
interventions
Lag between research
cycle and changes in
social media
Eysenback G.. (2010).
Schein, Rebecca et al. (2011)
54. …with messages
Getting the attention of your
target group amongst all the
online “chatter.”
Understanding what drives user
traffic.
Limited online access and poor
literacy skills.
Optimizing the SEO so that your
message appears where you
want it, when you want it.
Users tend to focus on the first 10 hits from Google, Bing,
and Yahoo.
Schein, Rebecca et al. (2011)
55. …for government agencies
Government agencies are risk-aversive and slow to adapt
to change.
By the time the campaign is approved, users have moved
on to the next platform.
Convoluted communication channels and who can say
what, and when.
Consumers now expect answers in hours or days, not
weeks or months.
Schein, Rebecca et al. (2011)
56. Why Adopt Social
Media
“We need to take public health interventions
to where the people are, or establish a
presence in new media before people get
there.”
~Erik Auguston, NCI (2010)~
57. Social Life of Information
• Two forces are driving online
health conversations:
• the availability of social media
tools and
• the increased desire and
activity, especially among
people living with chronic
conditions, to connect with each
other. (Fox).
Fox, S. (2011). The Social Life of Health Information, 2011
58. Engagement and Communication
The effective use of communication tools to
“inform and influence health behaviors” is a
cross-cutting ASPH competency.
Parvanta et al. (2011)
Health Informatics
Health
Marketing
Health
Communication
59. Adoption
Traditional marketers are using social media, so we need
to play in this space.
It is more important than ever to engage customers
wherever they are.
Encourages public engagement and builds relationships
between agencies and the public.
Expectations in terms of openness, transparency, and
responsiveness.
Schein, Rebecca et al. (2011)
60. NIH Library | Office of Research Services | Office of Management | National Institutes of Health
Doug Joubert
douglas.joubert@nih.gov
Alicia Livinski
alicia.livinski@nih.gov
61. References and Resources
Calhoun, J. G., Ramiah, K., Weist, E. M., & Shortell, S. M. (2008).
Development of a core competency model for the master of public health
degree. American Journal of Public Health, 98(9), 1598-1607.
Centers for Disease Control and Prevention. (2012). CDC‟s Guide to Writing
for Social Media: CDC Electronic Media Branch.
Duggan, M., & Brenner, J. (2013). The Demographics of Social Media Users -
2012: Pew Internet & American Life Project.
Eysenbach, G. (2011). Can tweets predict citations? Metrics of social impact
based on Twitter and correlation with traditional metrics of scientific impact. J
Med Internet Res, 13(4).
Eysenbach, G., & Group, C.-E. (2011). CONSORT-EHEALTH: improving and
standardizing evaluation reports of Web-based and mobile health
interventions. J Med Internet Res, 13(4).
62. References and Resources
Facebook. (2013). Best Practices Guide: Marketing on Facebook.
Fordis, M., Street, R. L., Volk, R. J., & Smith, Q. (2011). The prospects for
web 2.0 technologies for engagement, communication, and dissemination in
the era of patient-centered outcomes research: Selected articles developed
from the Eisenberg Conference Series 2010 Meeting. Journal of Health
Communication, 16(SUPPL. 1), 3-9.
Fox, S. (2012). The Social Life of Health Information | Pew Research Center's
Internet & American Life Project. from
http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-
Information.aspx
Gibbons, M. C., Fleisher, L., Slamon, R. E., Bass, S., Kandadai, V., & Beck,
J. R. (2011). Exploring the Potential of Web 2.0 to Address Health Disparities.
Journal of Health Communication, 16(sup1), 77-89. doi:
10.1080/10810730.2011.596916
63. References and Resources
Google. (2013). Social Media Measurement With Google Analytics. 2012,
from http://www.google.com/analytics/features/social.html
Hesse, B. W., O'Connell, M., Augustson, E. M., Chou, W.-Y. S., Shaikh, A.
R., & Finney Rutten, L. J. (2011). Realizing the Promise of Web 2.0:
Engaging Community Intelligence. Journal of Health Communication,
16(sup1), 10-31. doi: 10.1080/10810730.2011.589882
Kanter, B. (2012a). How To Create A Terrific Facebook Cover Image If You
Don‟t Have Resources To Hire A Designer., from
http://www.bethkanter.org/fb-cover-images/
Kanter, B. (2012b). Integrated Content Strategy. Paper presented at the New
Media for the Networked NGO. Presentation retrieved from
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The
challenges and opportunities of Social Media. Business Horizons, 53(1), 59-
68. doi: 10.1016/j.bushor.2009.09.003.
64. References and Resources
Parvanta, C. F. (2011). Essentials of public health communication. Sudbury,
Mass.: Jones & Bartlett Learning.
Samplin-Salgado, M., & Moore, A. (2011). Doing more with less: Efficiently
and effectively using new mediaHHS New Media. AIDS.gov.
Schein, R., Wilson, K., & Keelan, J. (2010). Literature review on effectiveness
of the use of social media: Peel Public Health.
The Centers for Disease Control and Prevention. (2011). The Health
Communicator‟s Social Media Toolkit.
Turnbull, A. P., Summers, J. A., Gotto, G., Stowe, M., Beauchamp, D., Klein,
S., . . . Zuna, N. (2009). Fostering Wisdom-Based Action through Web 2.0
Communities of Practice: An Example of the Early Childhood Family Support
Community of Practice. Infants and Young Children, 22(1), 54-62.
Hinweis der Redaktion
Color scheme: CivicFonts: Clarity - Arial
A shift from one-way conversations to multi-way conversations in which users participate as both creators and consumers of web content. Turnbull, A. P., J. A. Summers, G. Gotto, M. Stowe, D. Beauchamp, S. Klein, K. Kyzar, R. Turnbull, and N. Zuna. "Fostering Wisdom-Based Action through Web 2.0 Communities of Practice an Example of the Early Childhood Family Support Community of Practice." [In English]. Infants and Young Children 22, no. 1 (Jan-Mar 2009): 54-62.Kaplan, Andreas M., and Michael Haenlein. "Users of the World, Unite! The Challenges and Opportunities of Social Media." Business Horizons 53, no. 1 (2010): 59-68.
Data updated on May 21, 2013Data source: Pew Demographics of Social Media Users: http://www.pewinternet.org/Reports/2013/Social-media-users.aspxThese readings come from a national survey conducted between November 14 and December 9, 2012 on landline and cell phones and in English and in Spanish. The results reported here come from the 1,802 respondents who are internet users.Highly recommended page on Pew is the Trend Data PageWho's Online: Internet User DemographicsWhat Internet Users Do OnlineOnline Activities, 2000-2012What Internet Users Do On An Average DayDaily Internet Activities, 2000-2012
People, Objectives, Strategy, and TechnologyKeep in mind that social media is one tool in a larger communication strategy (CDC Guide to Writing for Social Media, pg. 3)Decide on your objective before you decide on technology. Then figure out how to measure it.Consider your overall communications plan, organizational culture, and capacityOnly after defining your audience, objectives, and strategy, can you decide on the technology.The CDC has a great guide which we have included in our resources list: The Health Communicators Social Media ToolkitSamplin-Salgado, M., and A Moore. "Doing More with Less: Efficiently and Effectively Using New Mediahhs New Media." AIDS.gov, 2011.
A company can use either a push or pull marketing strategy.A push strategy encourages resellers to order merchandise and push (radio or tv ad) it through to their customers (more old school).The goal of a pull strategy is to create demand among consumers and encourage them to request the product from the retailer. Traditionally, this involved big advertising and sales promotion budgets. However, with the advent of social media, pull marketing is become more common. Finding our “folks” and drawing them in with our messages. “Follow us back and find back more.”Sources: SocialBrite, 5 steps to a successful social media strategy: http://www.socialbrite.org/2009/08/20/5-steps-to-a-successful-social-media-strategy/Source: Message in a box – Designing a social media strategy: http://miab.tacticaltech.org/designingyourstrategyGreat video on Push versus Pull in the Social World:
Social networking sites are online communities that allow you to connect with or provide resources to clients, colleagues, family, and friends.Many social networking sites let you upload videos, photos, create a blog, post events, join groups, and send messages.There are many different types of social networks, some professional, others more personal. Typically, users create personal profiles and use one or more of a variety of tools to interact with others on the same network.Two of the most popular social networks are Facebook and LinkedIn. Facebook tends to have a more personal focus, while LinkedIn is for connecting with other professionals.ResearchGate, is a social networking site focus on connecting researchers.Online health communities often help link people with others that have the same illness or condition. They can also serve as a support network for caregivers and family members. Not only do these types of networks offer support, they can also serve as a means of informing oneself as a supplement to the information given by a physician.
In May 2011, Facebook published a "Best Practice Guide: Marketing on Facebook" serves as an official resource on how to take advantage of Facebook's advertising products, social plugins, analytics and other tools to grow one's business. Social should be baked into everything you do, not added at the end of a campaign or done on the side. Add an authentic personality to your brand by providing an authentic and consistent voice. When possible engage in two-way conversations with your users. Just like in the real world, building relationships with users on Facebook takes time and requires a long-term investmentFebruary 2012, Facebook announces Brand Pages which incorporate the new timeline, and another of other useful marketing tools.
Your Facebook Cover Photo Is Prime Real Estate (depending on resolution this could be up to 40% of your page): So Find Photo(s) That Tell Your Story BestPhotographs have incredible power in their ability to draw us, almost sub-consciously, into stories. And it seems that digesting visual content, rather than the narrative content we’re more used to, allows us to engage a bit more freely and fully than usual.Kanter Blog: How To Create A Terrific Facebook Cover Image If You Don’t Have Resources To Hire A Designer: http://shar.es/s2DZZ
Take advantage of timeline for highlighting milestones in your divisions history (through events, milestones, or questions).Your photos and apps custom apps appear at the top of the page. You can customize the images you use for your apps.Action Center: their current causesIn your country shows a clickable map of AI Facebook pages from around the world.Act Now: Join - Donate - Sign up for newsletters - Take action - Earth candleUsing milestones is a great way to highlight all the great work that your org is doing – defined by moments in time.
Pinned posts: anchor the most important story to the top of your page for 7 daysStar stories from your page: highlight what you think is important (campaigns, fund drives). Starred stories are highlighted on your timeline and include a star banner.Larger stories: take advantage of larger photos, videos, and links to drive engagement.
The admin panel is a place where you can respond to people using your Page and quickly see how your Page is performing. From your admin panel, you can:View notificationsRespond to messagesView your Page insightsAccess your activity log to curate content on your PageAccess the Edit menu to make changes to your Page's settingsTotal reach: the number of people that saw your post.Boost Post: a promoted posts that get additional paid reach in News Feed among fans and friends of fans as a result of using a button on the page. Part of their appeal is that they don’t require page owners to create campaigns (like in Google Analytics) through the more complex ads create tool or Power Editor.
With for-profit companies, promotions on social media ultimately hope to make a sale. In social media speak this is called a conversion.Nonprofits are generally not interest in “making a sale,” but many of these organizations use strategies to increase awareness and raise money.Earlier this year, Facebook updated its “Facebook Pages for Causes and Nonprofits” guide (I highly recommend downloading this guide).In May 2013, Facebook expanded its ad-based services and started testing the ‘boost’ and ‘advertise’ buttons (used to be ‘promote’ your post).The primary methods for using Facebook’s Ads to build your community are:Promote Page Posts: get peopleto see and engage with your mostimportant messages.Sponsored Stories: help peoplediscover your organizationthrough their friends.We don’t go into this, but it is important to note that both Google (AdSense) and Twitter (Twitter Ad Program) have paid advertising.
Insights provides key metric for each post on your page.Data can be exported and used to measure the reach of each post from your content calendar.
A flow visualization is a graphic that a traces a route or a path, like a trail through a forest. Unlike a map, a flow visualization reveals the actual path as it was traveled step by step, including any detours or backtracking that happened along the way.Flow Reports in Google Analytics illustrate the paths visitors take through your website, including special content like Goals and Events. Nodes are points through which traffic flows. The numbers representthe volume of traffic flowing through that node.Connections represent the path a segment of traffic takes from one node to another.Exits indicate where visitors left the flow.
The Social reports allow you to analyze all of this information together and see the complete picture of how Social impacts your business.Google Analytics includes four elements define your social impact:Network Referrals: how visitors from different social sources engage with your site.Conversions: Measuring the conversion and monetary value of traffic to your site.Conversion:completion of an activity on your site, for example a completed sign up for your email newsletter (a goal conversion) or a purchase (a transaction, sometimes called an ecommerce conversion)Landing Pages: Which pages and content are being shared, where they're being shared, and how.Social Plugins: Your social plugin data shows you which content is being shared, and on which networks.http://www.socialmediashop.co.uk/wp-content/uploads/2013/03/sm-monitoring.pnghttps://support.google.com/analytics/answer/1683971?hl=en&ref_topic=1316551
Twitter has 200 million active users* (as of March 2013)Sending 400 million Tweets per daySource: Twitter Blog: https://blog.twitter.com/2013/celebrating-twitter7**http://irevolution.net/2013/06/09/mapping-global-twitter-heartbeat/Indonesia (44.2 percent) Saudi Arabia (41.66 percent), Singapore (34.74 percent) and, naturally, the U.S. (34.48 percent) have also posted big user-on-user (steady) gains in the last year or so in new Twitter account owners since Q2 of 2012.+http://www.mediabistro.com/alltwitter/top-twitter-countries-growth_b42377 http://www.mediabistro.com/alltwitter/files/2013/02/twitter-fastest-growing-social-network.png Source: http://www.mediabistro.com/alltwitter/twitter-statistics-2012_b18914 by Infographic Labs (2012)
In July 2011, there were one million registered applications, built by more than 750,000 developers around the world. This is up from 150,000 apps just a year ago. A new app is registered every 1.5 seconds.https://blog.twitter.com/2011/one-million-registered-twitter-appsOther stats are from 2010, and could not easily locate updated %s
This screenshot is of the Social Bro app that Doug installed via Chrome. The app allows you to perform Twitter social engagement analysis (by followers) Alicia I drew a redline around everything you might want to Highlight: (1) Filters, (2) Available Tools, and (3) Ordering by GroupsThis view is the a snapshot of the more than 15,000 NIH Library Twitter followersLink to Social Bro User Manual: http://userguide.socialbro.com/
http://www.mediabistro.com/alltwitter/files/2012/02/twitter-2012-statistics.jpg by InfoGraphic Labs 2012
Blogging platforms are online places that host blogs.Three major ones are:Word Press Tumblr – might be one of the most popular. There are themes to make your blog look nice. There are mobile platforms so you can see your blog nicely displayed on a mobile device. Tumblr lets you email or text posts from any mobile phone. Most platforms offer the opportunity to email your posts directly to your blog - so if you have a thought, photo, song, quote, video, links, slideshows - Post anythingBlogger.com via Google
There are pitfalls and issues to be aware of when blogging: There is no confidentiality with a blog. Because of the comment feature, there is a slightdelay in conversations; not totally immediate . Writing requirements: Must have good use of language. People will not want to read material that is poorly written.Blogging takes time to produce high quality material, time to interact with readers, and in the beginning, time to learn the technology and web design to make sure the blog is appealingRequire frequent updates – without motivation and a solid base of readers blogs quickly lose their purpose and are abandonedBeware of false information - Work and effort put into creating a strong blog can also be used into creating a blog with false information.Blogs and wikis may give the impression of being authoritative but this is not always true.The authors of blogs and wikis may claim to be experts in their fields; this may or may not be true.Information contained in blogs and wikis may be biased; they often contain ideas and recommendations of the author. Blogging may carry a stigma amongst professional scientists working in an academic setting – the thought may be that blogging may not be a valuable use of time, and that real work fits into traditional formats of research and publication and blogs are not part of that process.
So, we offer these tips for blogging success.Interaction – create a space for readers to commentMake sure to add hyperlinks in your posts to add connectivity to other related sitesIntegrate other social media like RSS and Twitter – (actually, twitter is basically a microblogging site)Update regularly – turns readers off to visit a blog that doesn’t have any recent entriesThe idea is to move beyond a static block of written info and progress towards stronger collaborative sharing and knowledge.
ReferencesHoffman, Donna and Fodor, Marek. "Can You Measure the ROI of Your Social Media Marketing?“ MIT Sloan Management Review. Fall 2010.Kanter, Beth "Principles of Social Media ROI." Presented at the 3rd Annual Women Who Tech TeleSummit. September 15, 2010. Available at http://www.bethkanter.org/wwt-ro/ .Pew Research Center's Internet & American Life Project Surveys.(2008-2010)Raine, Lee. "How Libraries Can Survive in the New Media Ecosystem." Presented at the Catalonian Library Association's biennial meeting. May 19, 2010.
RSS is an example of social technology.Really simple syndication – constantly scans the content of web sites for updates, then delivers to your desktop or mobile device through an RSS feed. Anytime a website, blog, news item, journal is updated it goes into a feed reader to keep your updates all in one place. The Readers are available from anywhere - mobile devices, pc’sThe icons you see on the right are samples of icons that are used on various sites to indicate the presence of rss feed capability. You click on those to subscribe to a feed.
http://www.create-rss.com/
Read RSS feeds using a “RSS reader”, “feed reader” or “aggregator” – can be web-based, desktop-based or mobile device-based. The feed reader is your base of operations. It’s the program that receives and displays updates from sites you subscribe to. The user subscribes to a feed and adds it to one’s Feed Reader (for example Google Reader). The RSS reader checks the user's subscribed feeds regularly for new work, downloads any updates that it finds, and provides a user interface to monitor and read the feeds. RSS allows users to avoid manually inspecting all of the websites they are interested in.
Fox, S. (2011). The Social Life of Health Information, 2011. Retrieved July 7, 2011, from http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-Info.aspx.From the CDC Social Media Toolkit: http://www.cdc.gov/socialmedia/Tools/guidelines/pdf/SocialMediaToolkit_BM.pdfSocial media and other emerging communication technologies can connect millions of voices to:Increase the timely dissemination and potential impact of health and safety information.Leverage audience networks to facilitate information sharing.Expand reach to include broader, more diverse audiences.Personalize and reinforce health messages.Engage with users.
C&I (Communications and Informatics Competency) from http://www.asph.org/document.cfm?page=851For certain demographic groups social media is becoming a primary sources for news and information sharing (we need to (be ready to) meet them on their own turf – whatever the platformThings to remember:People want to know what you offer them.Why should people continue to receive updates about you?What are you telling them or giving them that they didn’t already know or have?Are you talking with them or at them?From Paranta, CF. Essentials of public health communication, 2011.McCarthy’s 4 P’s are still considered in social marketing:Product - A product is seen as an item that satisfies what a consumer needs or wants.Price – The price is the amount a customer pays for the product.Promotion - represents all of the methods of communication that a marketer may use to provide information to different parties about the product. Place - refers to providing the product at a place which is convenient for consumers to access.