Digital Strategies for Health Communication Social Media

1. Digital Strategies for Health CommunicationSocial Media Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 24, 2014

3. Quiz 1 • What is the most important change in recent years?

5. Demographics • Non-whites: Among those who use their phone to go online, 6 in 10 Hispanics and 43% of African-Americans are cell-mostly internet users, compared with 27% of whites.  • Young adults:1/2 of cell internet users ages 18-29 mostly use their cell phone to go online.  • The less-educated: Some 45% of cell internet users with a high school diploma or less mostly use their phone to go online, compared with 21% of those with a college degree. • The less-affluent: Similarly, 45% of cell internet users living in households with an annual income of less than $30,000 mostly use their phone to go online, compared with 27% of those living in households with an annual income of $75,000 or more.

6. Quiz 2 • What are the 10 most popular types of social media in the US?

7. http://www.experian.com/marketing-services/online-trends-social-media.htmlhttp://www.experian.com/marketing-services/online-trends-social-media.html

8. Formerly #10, Reddit was replaced by IMVU

9. People are using social media a lot! • 95% of Facebook users log in daily • 73% access Facebook through mobile device • Some organizations use Facebook instead of a website • And people are using multiple devices and multiple types of social media… • Don’t repeat the same messages exactly

10. Quiz 3 • Who uses social media here • Personally • Professionally

12. Quiz 4 • Why is it important to know the popularity of social media? • What else might you want to know?

14. Together, black, Hispanic and Asian-American users account for 41% of Twitter's 54 million U.S. users, compared with 34% of the users of rival http://online.wsj.com/news/articles/SB10001424052702304419104579323442346646168?mod=e2tw

15. Demographics of social media

17. Is social media the best way to reach people? • Don’t toss the traditional approaches but understand how social media enables inbound marketing

19. How to think about social media • Each type of social media is unique • Nothing is static • More work? • More fun? • Much more than marketing: learning about employers, connecting with colleagues, getting answers to research questions, and more

20. How Social Media Can Be Used • Listen and learn – find out what people are saying about you or a topic of interest and find out what your “competitors” are doing for what NOT to do as well as what to emulate • Speak – connect with people in new ways and reach new people but don’t push information • Energize – get people to evangelize and promote for you • Support – solve problems and help people solve their own and each other’s problems • Embrace – work with your online community to improve your products and “marketing” of product

21. Humor andspontaneity • When the power went out during the 2013 Super Bowl • Oreo's message, which was retweeted 10,000 times in 1 hour

22. Quiz 5 • What was one of the most heavily tweeted non-sports events ever?

23. Pope-related social media • Cute animals • Early Wednesday, @SistineSeagullcaptured the spotlight by landing on the Sistine Chapel smokestack where cameras were trained in anticipation of the afternoon vote. • The creation of an account for any animal that ends up in the spotlight has become a Twitter staple. • Names • In the crowd several held a banner that read "We'll follow you @pontifex." The @pontifex account had been used by Pope Benedict XVI but was wiped clean when he retired at the end of February. • The account@JMBergoglio, believed to be previous tweets from the new pontiff, was fake. • Popular tweets • "HABEMUS PAPAM FRANCISCUM" was the first tweet under Pope Francis. HabemusPapam translates to "We have a pope”, with 54,000 retweets, 10% of the all-time record of 500,000 for @BarackObama's re-election photo. • About 130,000 tweets per minute were posted about the new pope. By early Wednesday afternoon, about 2 million tweets had been sent. • Hashtags • #habemuspapam (Latin: we have a pope) • #Bergoglio (name) • #LosArgentinosDominamosElMundo (Spanish: Argentines rule the world)

24. The latest from Pope Francis • Pope Francis declared the Internet was a "gift from God" that can break barriers between different groups of people by giving them a platform to discuss their differences • http://mashable.com/2014/01/23/pope-internet-gift-god/

25. The most popular uses of social media are generally politics, sports, entertainment • Lots of guides, but my advice is… • Learn from successes • Popular non-health • Isaiah Mustafa • The Pope! • Learn from failures • Domino’s

26. High touch • Lots of anger about cold, late pizzas… but • Response to • “Best Pizza Ever!”… “Keep up the good work guys!” with a smiley face emoticon • Domino’s bot • “So sorry about that! Please share some additional information with us at bit.ly/dpz_care and please mention reference# 1409193 so we can have this addressed.”

27. How to engage patients with social media

28. How to engage patients with social media • Select goals • In support of organization’s mission • Decide which social media technologies to use • Who are you trying to reach? What do they use? • What do your competitors use? What do they do well? What do they do poorly or not do? • Select and use social media • How to use appropriately? • How to develop messages and content? • How to integrate different social media technologies and a website? • Who manages/participates? How much time? How resource-intensive? • Evaluate social media effectiveness • How can engagement be measured? • What are meaningful metrics? Example… • Iterate • There are always upgrades, evolving risks, changing popularity and use

29. Why Iterate? • Internal • Your needs and expertise change • External • Social media technologies change • Facebook profiles and privacy • How people use social media changes • Which are popular and demographics of use change • Second Life and MySpace

30. Social Media Technologies May Be Free But… • You need to learn • How to use them • When to use them • How to measure their effectiveness • You need to keep up with the changes • You need to be conversant with their language • You need to mitigate risks without diluting the entire purpose

31. CDC Social Media Toolkit • Provides guidelines • Limitations: selection, integration

33. Meaningful metric! • Others are followers, RTs, fans, likes, views, etc. • Only meaningful (like above) if goal achieved • Can take time especially with SEO

34. Social media policies • 12 words from Mayo Clinic • Don’t Lie, Don’t Pry • Don’t Cheat, Can’t Delete • Don’t Steal, Don’t Reveal • http://socialmedia.mayoclinic.org/2012/04/05/a-twelve-word-social-media-policy/ • Ed Bennett’s list: http://ebennett.org/hsnl/hsmp/ • Cleveland Clinic’s policy (some legalese, but concise) • http://my.clevelandclinic.org/about-cleveland-clinic/about-this-website/social-media-policy.aspx • Rhode Island case • Doctor thought she de-identified patient in Facebook post, but person was re-identified • Re-identification is easier than you think, and gets easier as more data is put on internet • Fired and sanctioned by Board of Registration in Medicine • http://healthblawg.typepad.com/healthblawg/2011/04/health-care-social-media-policies-facebook-misstep-costs-ri-physician-fine-job.html • My advice: don’t say anything on social media you wouldn’t say on a crowded elevator

35. Is the bigger risk being on social media or not being on social media? • Worst case: stronger stance to address comments, criticisms, and concerns

36. Social media and interactive content 1. Twitter and Twitter chat 2. Facebook 3. Google+ and Google+ Hangouts 4. Blogs 5. YouTube and video sharing 6. Podcasts and audio sharing 7. Pinterest and Infographics 8. Instagram, Flickr, and photo sharing 9. Snapchat, Secret, and other ephemeral content 10. Wikipedia 11. LinkedIn groups 12. “Like,” ratings, and reviews 13. Comments 14. Q&A or Ask the Expert 15. Webinars 16. SMS, messaging, texting, and chat 17. Buttons and badges for health campaigns 18. Virtual hugs and gifts and other indicators 19. eCards 20. Online and permission-based eNewsletters 21. Sharing icons 22. Most read, most emailed, most popular, etc. 23. Contests and challenges 24. Crowdsourcing and collective intelligence 25. Games and gamification 26. QR codes 27. Location-based 28. Holidays (day, week, or month) 29. Specialized and social search 30. Integration of social media into site with more than icons

38. eCards

40. My eCards • St Patrick’s Day • Outside: Kiss Me, I’m Irish • Inside: But first floss and brush • And more – but don’t bore or overwhelm

41. Case study:Water main break, May 1, 2010 • Twitter is global but people use #Boston and other filters • New hashtag emerged: #aquapocalypse

42. From Twitter to Megaphones: Seven Lessons Learned about Public Health Crisis Communication Online Journal of Public Health Informatics, Vol 2, No 3 (2010), http://ojphi.org/htbin/cgiwrap/bin/ojs/index.php/ojphi/article/view/3179/0

43. Boston Public Health Commission • Before • BPHC and its partners participate in emergency preparedness exercises and reviews to refine their coordination and response • During: How the BPHC alerted residents • Coordinated with The Mayor’s Office who used reverse 911 phone system, set up 24-hour hotline, etc. • Boston police officers drove up and down streets using megaphones and loudspeakers • Set up calls with area hospitals • Sent staff to food-service establishments • Called upon faith-based organizations, schools, and businesses, to spread the message through their own channels • Used Twitter, Facebook, and their website where they posted fact sheets

44. Twitter use • Immediacy of Twitter proved helpful • While Twitter is global, people use #Boston hashtag and other filters for local information • New hashtagemerged: #aquapocalypse • Spread to others, pushing out timely information and passing questions to BPHC • Could they have reached people without Twitter?

45. Best practices • Develop a rubric to assess the type of crisis. When the crisis is over, review, solicit feedback, and refine using what the military call an After Action Review • Identify and coordinate with partners in advance • Prepare a communication plan for each type of crisis • Carefully construct messagesto convey needed information succinctly • Create messages that inform and allay unnecessary fears. Think like your target audience • Use social mediawhich can be both fast and local • Use crises to educate people in this case about water sources, safety, and conservation as well as about emergency response

46. Learn from your examples and others • What more could have been done to educate? • You may not have a second chance to look good

48. Think about your online presence the way others will!

49. Case Study: Megan Ranney