Social Media for Health Communications Channels, Challenges and Celebrations Federal Training Center Collaboration Annual Meeting 2012

Diane Brodalski Social Media Team Lead

Social Media Definition Internet-based tools for sharing and discussing information. Refers to activities that integrate technology and social interaction. 59 % of people who go online in the US look for health and medical information

Social Media Quick Facts More than 350 million active Facebook users access through their mobile device. Source: Facebook, 12/2011 Social media accounts for one out of every six minutes spent online in US. Source: comScore,7/2011 20% of Twitter’s users produce at least 80% of the site’s content. Source: Problogger, 7/2011 15% of cell phone users in the US utilize the device to look for health information. Source: Pew Internet & American Life Project, 5/2011 Mobile use continues to grow. - African Americans are the most active users of the mobile internet – and their use of it is also growing the fastest. -Digital divide between African Americans and white Americans diminishes when mobile use is taken into account. Twitter super users Why do we care – people are actually looking for health info via mobile

Importance of Social Media at CDC Complements and strengthens traditional CDC health communication Increases direct user engagement to maintain and increase trust and credibility between CDC and its audiences and stakeholders Gives CDC the ability to share health information in new spaces Provides opportunity for CDC to reach new audiences Allows CDC to listen to its audiences Allows for rapid and emergency communication Translates research and policy into actionable plain language Complements – does not stand alone, complements traditional communications Keep messages consistent, delivery of content through social media channels reinforces messages Direct engagement with CDC’s social media fans and followers New spaces, content is placed where audiences can access, Reach a new audience, Facebook reaches a younger audience than cdc.gov Cdc.gov (66% of users are 35 – 64 Facebook – 55% of fans are 18 – 24 Listen – through the monitoring or Facebook posts and comments and Twitter mentions Emergency – immediate, use of text msg Plain language, writing for social media is different.

Social Life of Health Information Influence of the internet to change people’s relationships Significant source of health information Online sources Advice from peers Driving online health conversations Availability of social media tools Increased desire for those living with chronic conditions to connect - The internet has changed people’s relationships - Doctors and nurses are still the first choice for health info, online sources and advise from peers has increased - Increased activity among people with chronic conditions to connect with each other (patients like me). Source: Pew Internet & American Life Project, The Social Life of Health Information, 2011, Accessed May 31, 2011 http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-INfo.aspx.

Social Media Tools Overview

Social Media Continuum - Found in the CDC Toolkit Source: CDC. The Health Communicator's Social Media Toolkit. August 2010

Social Media Toolkit (released July 2011) Introduction Overview CDC’s Top Lessons Learned Social media tools Overview of a variety of tools Buttons, widgets, online video, podcasts, social networks Social Media Campaign Example Vital Signs Resources and Worksheets Found at cdc.gov

Buttons Buttons - Graphics embedded in websites, blogs and social networking sites Include a call-to-action message and a link for more information Ability to share health information about campaigns and causes, increase awareness about health topics and show support for a cause HTML code copied Graphic elements that contain: Image Short Call to Action Link for more info Differences: Buttons – created to be shared, posted on web pages, link for more info

Widgets An application that displays the featured content directly on your web page. Content can be embedded on personalized home pages, blogs, and other sites. No technical maintenance is required. CDC.gov updates the content automatically. - Provide interactive information and fresh content with minimal user maintenance. The content in a widget can be updated automatically, ensuring access to up-to-date and credible health and safety content.

CDC Widgets CDC’s complete gallery of widgets can be founds at cdc.gov/widgets Salmonella Peanut product recall Done in conjunction with the FDA Allowed users search the FDA database by UPC code, production description or brand name to identify recalled products.

Online video Used by partners to share tailored health communication messages Most popular online video sites are YouTube, MSN and Yahoo Online video sharing: Exchange info, share personal stories and engage audiences Only need internet access to upload, view, share and comment A powerful mechanism to assist you in distributing current and accurate science and health messages Use of video sharing doubled from 2006 – 2009 -YouTube -48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day Over 3 billion videos are viewed a day - Mobile online viewing continues to grow CDC’s official YouTube channel, CDC Streaming Health, contains videos on a variety of health topics. Partners can also easily upload a number of CDC-produced videos to their websites or other social media spaces, like a blog or Facebook page.

Blogs A blog is a regularly updated online journal Readership varies – some target a small audience, others may have national readership comparable to national newspapers. Allows readers to leave comments and engage in conversation.

Reasons to Blog To share content in a way that allows readers to leave comments and engage in discussion. To discuss a topic that may be too complex for a tweet or Facebook post. To give your topic or program a more personal and engaging presence than a website allows.

Twitter A real-time information network Twitter users send updates, or “tweets,” that are 140 characters or less in length, and can follow other users’ posts. 13 percent of the American adults who use the internet are Twitter users. High level users: Young Adults 18 – 29 African Americans and Latinos Urban residents - Watch Twitter in Plain English (From: CommonCraft)

Why Use Twitter? Immediate communication Reaches engaged user networks Fosters collaboration and partnership building Expand research on the health impact of social media Twitter Guidelines and Best Practices: http://www.cdc.gov/SocialMedia/Tools/guidelines/pdf/twitterguidelines.pdf - Opportunity to communicate rapidly with a wide audience of engaged users. Expands reach: Allows us to put CDC content out into channels where users are already going to get information, instead of relying on users coming to CDC’s website for their information. Provides opportunities to listen – Twitter’s search engine: Great tool for monitoring conversations on any given topic on Twitter – it is generally limited to the past 2 weeks of public tweets. Professionals use Twitter to network build relationships look for mutually beneficial collaboration opportunities - we can reach out to partners to help us spread our messages and they can in turn reach out to us.

Twitter Trends Expanded use – beyond simple message posting Twitter Chat Often includes Q & A sessions Twitterview Interview with short-form responses Twitter Town Hall Followers submit questions on a specific topic Live Tweeting Tweeting live from an event, often utilized for conferences Chat – Scheduled events allow users to communicate with followers Ex – Twitter chats with EIS officers after the release of Contagion View – exchange, followers can ask questions at the end. Town Hall – submit via twitter, responses delivered via tweets, video or live stream. Ex – President’s Town Hall in July, questions on jobs and the economy. Live Tweeting – often done at conferences

Recommendations Establish a posting schedule Post frequently Link back to resources for additional information Promote your profile on both traditional and social media Post (retweet) relevant content Evaluate Track click-throughs Analyze influence Influence – who’s following you?

Social Networking Sites Online communities where people can interact with friends, family, coworkers, acquaintances and others with similar interests. Most sites provide multiple ways for their users to interact such as chat, email, video, voice chat, file- sharing, blogging, and discussion groups.  Facebook User Profile: - 52% female (CDC) Age gap is narrowing (Pew Research Ctr – Internet and American Life Project) From Dec 2008 – May 2010: 45 and older doubled their participation  

Facebook 845 million monthly active users Largest website in the US User audience: 57% female, 43% male One in every five page views online occurs on Facebook Average visit to Facebook is 20 minutes Visit share by age group has evened out Source: http://newsroom.fb.com/content/default.aspx?NewsAreaId=22Accessed4/2/2012 Source: http://www.allfacebook.com/facebook-statistics-2012-02

Social Network Trends Facebook and Linkedin most popular Growth trends – increase in social networking among users over 35 92% of social network participants use Facebook US Facebook users total 151.8 million 35% of Facebook users have a college or advanced degree Significant increase of sites via mobile devices Facebook – 750 million users 50 % of active users log on to their site everyday Mobile – 350 million access FB via their mobile device. Source: Pew Internet & American Life Project, Social Networking Sites and our Lives, 2011, Accessed May 31, 2011 http://www.pewinternet.org/Reports/2011/Technology-and-social-networks.aspx

CDC Facebook Page 194,000+ Fans since launch May 1, 2009

Recommendations Allocate resources Develop an posting calendar Link back to resources for additional information Promote your page on both traditional and social media Create content worth sharing Develop a comment policy Resources Facebook Guidelines and Best Practices http://www.cdc.gov/SocialMedia/Tools/guidelines/pdf/FacebookGuidelines.pdf Allocate resources – not only for posting but for monitoring Post frequently Tie into health events such as World AIDS Day, Free HIV Testing days, Wellness Events, etc. - Comment policy to cover If and when comments will be deleted, for instance: Vulgarity, hate speech, name calling/personal attacks, endorsements, links to other sites Repeat violaters

What is mHealth? mHealth or mobile health is the use of mobile technologies – mobile phones, text messaging services, or applications – to support public health and medicine. Personal and portable - Personal and portable - Rise in mobile access to the internet

Significance of Mobile Unique Characteristics Simplicity – suitable for regularly scheduled events with a minimum number of steps/clicks Immediacy – instantly delivers content to users Context – Delivering services relevant to a user’s location Mobile usage is on the rise 93% of the American population have mobile devices 35% of American own a smart phone Significant increase of sites being accessed via a mobile device Mobile websites are on the rise. WHY – more advanced handsets, mobile browsers and cellular networks Content is optimized, easy to view and navigate menus and text, minimal use of images More Americans own smartphones than own motorcycles or have passports. Increase of sites being accessed via mobile - Daily social networking sites accessed by smartphones: in the US, mobile (49%), online (58%) In Japan, web access of social networking sites, mobile access and online is equal. Source: CTIA Wireless Association. Wireless Quick Facts. CTIA. [Online] October 2010. [Cited: January 2011.] http://www.ctia.org/media/industry_info/index.cfm/AID/1032311 Source: Pew Internet & American Life Project. Smartphone Adoption and Usage. [Online] July 11, 2011: [Cited: October 2011] http://news.consumerreports.org/electronics/2011/07/more-americans-own-smart-phones-than-passports.html

Challenges Establishing goals and strategy Social media is part of a larger integrated communications plan Identifying a Social Media Champion in your organization Leadership buy in Approval Justification Provide examples of similar organizations utilizing social media Security Issues

Challenges Content creation Writing for social media is different than traditional audience Consider clearance procedures Embracing and understanding social media’s open platform The nature of an open platform Allow for healthy debate Monitoring is essential Comment policy

Celebrations: Integrated Social Media: Flu Extensive message promotion Twitter (@CDCflu, 165,578 followers), Facebook, YouTube, m.cdc.gov, text messaging updates through CDCgov and CDCFlu Interactive tools Pledge, IQ Quiz CDC flu app challenge Spanish channels created Flu social media evaluation Web-based pledge that could be shared on the user’s FB or Twitter account Quiz, FB based application allowed user to take quiz and share results Flu app challenge – Challenge.gov, participants created an app to share or track flu information Social media evaluation under way – to determine if CDC’s social media has an impact on flu vaccination behavior for moms and healthcare providers

Celebrations: Expanding Reach: Vital Signs Total social media reach Jan – Dec 2011: 12.3 million Full range of social media products Facebook posts Tweets Buttons, badges, widgets, eCards, YouTube videos, podcasts Digital press release Social and traditional media monitoring and web analytics Vital Signs – monthly program focusing on a single, important public health topic providing a call to actions Social media used to Highlight and complement the monthly releases Encourage participation Communication of key messages to influence health decisions. Topics: Asthma HIV Testing Tobacco use Teen Pregnancy

Celebrations: Leveraging Timely Events: Contagion Over 30 Facebook and Twitter posts Leveraged video blogs on YouTube, Facebook and Twitter Promoted blogs and website Hosted 3 Twitter chats: 350 participants Over 87 questions answered Gained 615 new followers Partner participation by APHA, State Health Departments, Dr. Besser and ShareCare. On September 16, Dr. Jenni McQuiston, Cathy Young, and the OADC social media team held a live Twitter chat on how CDC investigates deadly diseases and protects against their spread. 3 Twitter Chats: Outbreak Investigations IES Officers Real world Disease Detectives to answer questions.

Developing a Social Media Communications Strategy

Social Media Communications Strategy Step-by-step template for strategy development

Before you get started: Listen Listen to your audience and do the following key activities: Monitor social media channels Identify opinion leaders Determine knowledge gaps, “hot topics,” and any misconceptions that could be addressed in your communication Become familiar with how messages are constructed for the medium

Social Media Communications Strategy Key Points Define the target audience(s) Define the target audience(s) you want to reach. Be specific as possible. Determine objectives that are: Specific Measurable Attainable/Achievable Relevant/Realistic Time-bound SMART

Social Media Communications Strategy Message development Consider objectives, audience and audience communication needs Pretest if possible Resource needs Staffing, budget and time requirements

Social Media Communications Strategy Identify social media tools and channels Determine what tools will effectively reach your target audience. Match the needs of the target audience with the tools that best support your objectives and resources.

Social Media Communications Strategy Define audience communication needs: People access information in various ways, at different times of the day, for different reasons. How does your audience use social media? Resources: Pew Internet and American Life Project HubSpot comScore Goal Integration How do your objectives support your organization’s mission and /or overall communications plan?

Social Media Communications Strategy Identify key partners Identify key partners to promote and support your social media efforts Identify new potential partners Define measures of success and develop evaluation plan Develop plan before you implement Identify measures of success

CDC Resources: Health Communicator’s Social Media Toolkit Available on CDC website: http://www.cdc.gov/healthcommunication/To olsTemplates/SocialMediaToolkit_BM.pdf Provides guidance and lessons learned. Contents include information on developing communication objectives, overview of social media tools, resource section, and campaign examples.

CDC Resources Gateway to Health Communication and Social Marketing http://www.cdc.gov/healthcommunication/ Contains information from CDC and other public and private resources to help you build social marketing or health communication campaign or programs.

CDC Social Media Guidelines http://www.cdc.gov/SocialMedia/Tools/guidelines/

Diane Brodalski D.Brodalski@ngc.com @djdowski