Using Social Media Platforms To Amplify Public Health Messages (White Paper) - Ogilvy Washington, Georgetown University'S Center For Social Impact Communication Page 8
ADVERTISEMENT
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17when they need answers about their personal health,
opportunities for public health-focused social marketers.
WHERE DO mOTHERS GO fOR
REAL-WORLD BEST PRACTICES:
and social media technologies should build on this
In addition to outlining trends in these segments’ use
iNfORmATiON ON pARENTiNG?
REMAINING TRANSPARENT AND
trust, not diminish it.
and adoption of social media platforms, we also provide
AUTHENTIC ONLINE.
insights into how they are best reached and influenced
a 2009 survey by blogHer and Compass Partners
indicates that a significant portion of women rely
for example, a facebook page geared towards HIV/
via social media channels.
In 2007, the U.S. department of Health
on social networks and blogs for information on
aIdS prevention could provide links to locations of
and Human Services (HHS) launched
parenting and pregnancy.
testing and treatment facilities in local communities.
2.1 Key Consumer Segments
a national campaign to better inform
This integrated online/offline approach to public
americans about the threat of pandemic
Topic
flu. The campaign focused on four key
health-driven social media builds credibility and
Social
Similar to commercial marketers, social marketers have
Blogs
sectors: business, health care, faith-based
(% of women who rely
Networks
ensures that the intended audience receives the best
and community.
historically utilized a variety of static, one-way
on source for topic)
information and care possible.
communications channels—such as print, radio and
an analysis of social media conversations
television—to influence consumers’ awareness, attitudes and
Politics and News
59.5
37.3
within the “flublogia” community revealed
■ Ensure that transparency and authenticity remain
behaviors regarding public health issues.
Today, marketers
that americans were interested in engaging
5
Technology/Gadgets
61.0
39.0
paramount.
Transparency and authenticity will always
with government leaders, in a transparent and
have a unique opportunity to leverage the exponential
be “best practices” in the provision of public health
authentic way, to learn more about preparing
Cars
41.3
26.8
growth in social media adoption among consumers and
for a potential pandemic. In response to
information. Case in point, public health leaders such
amplify public health messages in novel ways.
this analysis, the first blog ever hosted by
Business/Career/
as the national Institutes of Health recently reaffirmed
52.7
35.6
a Cabinet Secretary, The Pandemic flu
Personal Finance
their policies regarding transparency and conflicts
leadership blog, was created.
for the purposes of outlining best practices in reaching
of interest in an effort to bolster confidence in the
Green
57.1
39.5
and influencing consumers, we have identified four
Over a five-week period, HHS Secretary
authenticity of public health communications and
Michael O. leavitt, along with other leaders
segments of interest to public health communicators
Health/Wellness
46.3
33.6
research.
It’s important that this focus on transparency
6
within HHS and the public health community,
and social marketers: Parents, mid-life women, seniors,
Pregnancy/Baby
55.2
43.1
blogged about what americans could do
and authenticity be applied to the social media
and emerging majorities. Some, for example, comprise
to prepare for a flu epidemic. each blog
environment as well.
Arts and Crafts
48.6
38.6
post reflected HHS’ commitment to an
the approximately 40 percent of americans who are
open and honest dialogue with the flublogia
not e-patients, and are therefore harder to reach and
Home & Garden
46.4
37.0
for example, if a medical device manufacturer hires a
community and the public, and comments
influence via social media channels.
Others, such as
4
were welcomed and encouraged by all
physician to author a blog on diabetes management,
Food
44.4
39.4
mid-life women, serve as public health gatekeepers
who visited the blog. blog posts were
the physician should disclose his or her relationship
timed to lead up to and follow a one-day
and possible influencers of hard-to-reach audiences.
Travel
53.4
47.7
with the manufacturer within the post. likewise, if a
leadership forum in Washington, dC in
which leaders from the four target sectors
Parenting
49.4
46.1
suicide prevention campaign hosts a facebook page
were invited to attend and collaborate.
and plans to remove “pro-suicide” comments from the
Sports
46.3
43.8
2.1.1 parents
page’s “wall,” administrators should clearly post the
by authenticating their social media
Social Activism
65.2
61.4
efforts, and ensuring that public health
campaign’s comment removal policies, as well as the
Parents frequently rely on other parents’ advice and
information was delivered in a transparent
rationale behind those policies.
Recipes/Cooking
44.4
42.1
manner, the Pandemic flu leadership
experiences when making decisions regarding their
blog generated nearly 1,700 comments,
children’s health and wellbeing. Through social media
Ultimately, authenticating public health-driven social
and achieved nearly 20,000 unique
Source: blogHer and Compass Partners, 2009.
networks moms and dads can proactively obtain limitless
visitors and over 130,000 page views.
media efforts will increase the likelihood that information
More than 100 blogs posted about and
information on issues ranging from car safety seats to
is trusted, properly utilized by its intended audience,
linked to the leadership blog, amplifying
sunscreen, and from diaper rash to juvenile diabetes, all
and passed on through online word-of-mouth.
the online dialogue. In addition, the blog
in real-time. This information is available from a variety
was ranked #2 on Google for the search
of online sources, including parenting message boards
term “pandemic flu,” positioning the
blog as a critical public health resource
and blogs, corporate and government-sponsored social
2. applying best Practices in
and Secretary leavitt as an important
media sites, and online support groups.
authority on the topic of pandemic flu.
Communicating with audiences
To read the Pandemic flu leadership blog,
Moms in particular use social media to manage and
visit:
http://blog.pandemicflu.gov/index.html.
monitor children’s issues, and typically play an influential
establishing best practices for communicating with
role in decisions that affect their family’s safety, health
audiences via social media is only valuable if these
and wellbeing.
7,8
practices are interpreted and applied correctly.
In the following sections we will examine several
In 2008 there were nearly 36 million moms online; this
important segments of consumers and health care
number is expected to grow to nearly 40 million by
providers; each presents a unique set of challenges and
2012.
9
according to a 2009 survey by the parenting
10
11
ADVERTISEMENT
0 votes
Related Articles
Related forms
Related Categories
Parent category: Business