Looking for a White Paper Templates? Download it for free!

iNSiGHTS ON pARENTS fOR pUBliC

In view of this research, the type of social media

WHAT ABOUT THE NEARLY 70

HEAlTH-RElATED SOCiAl mEDiA OUTREACH

platform used to communicate health-related

MILLION DADS IN THE U.S.?

messaging and its function should always be

■ Facilitate peer-to-peer information sharing.

considered when parents are the target audience.

research on parents’ public health-related

“Parental peers” are perhaps the most trusted

social media behaviors has largely focused

source of information on children’s issues for

on moms, given that women often serve

2.1.2 mid-life women

as the gatekeepers of a family’s wellbeing.

other parents, and social media platforms enable

but “a present-and-accounted-for dad” is

moms and dads to share experiences and

also associated with healthier and happier

expertise with individuals who were previously

Women are the principal health care decision-makers

children. Thus, it’s important to understand

out of reach.

In fact, one of the principal reasons

dads’ online behaviors, as well as moms’.

in two-thirds of american households, and during

moms and dads use social media is to seek out

their 40s, 50s and 60s, often become the primary

according to the Pew research Center,

and learn from advice and information shared

safety, health, and wellness gatekeeper for their

men and women are equally likely to have

by other parents. Thus, enabling peer-to-peer

a profile on a social network, suggesting

families, including their children, spouse, or elderly

that dads are just as likely to use social media

networking and information sharing should be

parents or relatives.

technologies as moms. Pew also reports

a key component of any social media campaign

that once online, women and men are

targeted towards parents.

beginning in their early 40s through their late 60s,

equally as likely “to post their own health

experiences or to access the resources

women also experience several changes that can

created by other people.” likewise, there

■ Help busy moms and dads track public health

have a profound impact on their day-to-day lives.

community babyCenter, 63 percent of moms use social

is no significant difference in women and

information.

The realities of modern parenting

Menopause begins during these years, as does the

men’s use of social networking services for

media regularly.

forty-four percent of moms reported

are often defined by a demanding schedule filled

public health queries and updates, or the

need for annual diagnostic testing for conditions

using social media for word-of-mouth recommendations

impact of those inquiries.

with school, doctor’s appointments, sports practice

such as breast cancer and heart disease.

on brands and products, and 73 percent reported finding

or daycare. This hurried lifestyle often leaves

Gender differences do begin to emerge

“trustworthy information about products and services

moms and dads feeling exhausted, with little free

according to a 2009 survey by blogHer, of the

when the type of information sought

through online communities” focused on issues such as

online is examined. for example, men

time to dedicate to their family’s wellbeing.

42 million U.S. women who go online weekly to

parenting. The babyCenter survey also revealed that moms

are significantly less likely than women

Consequently, social media tools that enable

engage in some type of social media activity,

use different social networks for different purposes.

to look online for weight loss information,

parents to easily monitor public health information

approximately 13 million are between the ages of

information about physicians and health

for example, moms reported relying on larger social

and goals can be invaluable. for example, adding

care professionals, and information about

44 and 62 years.

a 2009 study by ShesConnected

networks for socializing and entertainment, and “mom-

prescription medications.

a hashtag such as “#childweightloss” to Twitter

reported that women over 40 years of age account

centric” communities to garner information and advice

updates from a childhood obesity reduction

for over half (53 percent) of core female social

While gender-based social media research

on parenting. Children’s health issues are overwhelmingly

campaign can enable busy parents to search for

cannot definitively tell us what dads are

media users in the U.S.

the leading topic of interest within these online communities,

doing online, it can give us an idea. as

the campaign’s official messaging and weight loss

followed by advice regarding childhood development.

the era of the “daddy blogger” begins,

recommendations online. Similarly, enabling a

perhaps we will see more research on

parent to track their child’s weight across time using

dads’ social media behaviors.

less is known about the social media behaviors of dads,

a digital body mass index tool, allows the parent

however, a myriad of new organizations, websites and blogs

Sources: Pew research Center, 2009;

to monitor their child’s progress against a weight

TIME, 2010.

indicate that the “daddy blogger” era is now upon us.

11,12

loss goal, as well as see what remains to be done.

Parents are also using social media to connect with their

These tools are a great way to garner support

own children. In a recent survey by retrevo, 48 percent

for a public health issue, while enabling parents

of parents who were on facebook revealed that they are

to keep track of information and personal

“friends” with their children; parents with teenage children

progress across time.

were the most likely to be friends with their kids.

Given

that parents are important intermediary influencers of

■ Remember that not all social networks are

their children’s attitudes and behaviors, this data suggests

the same.

research suggests that parents surf

that social media platforms may be a viable channel for

between social media platforms depending on

parents to share information about public health issues

the type of information they are seeking. Mass

with their children.

social media networks such as facebook appear

to be more popular for socializing, whereas smaller

online communities are being used as sources

of advice and information about parenting.

Using Social Media Platforms To Amplify Public Health Messages (White Paper) - Ogilvy Washington, Georgetown University'S Center For Social Impact Communication Page 9

Related Articles

Related forms

Related Categories