Shifting the Narrative: The Role of Social Media in Public Health Communication

Transcription

1 Shifting the Narrative: The Role of Social Media in Public Health Communication Welcome to the Health Communication Matters! Webinar Center for Public Health Practice UC Berkeley School of Public Health Health Communications Working Group Community Health Planning & Policy Development California Public Health Association-North

2 Agenda 1. Review of session objec0ves 2. Introduc0on of today s speakers 3. Global Health & Social Media Overview 4. Q & A 5. Case Study: Vaccinate California 6. Q&A 7. Conclusion

3 Objectives Discuss the current state of social media and the role of visual social media in health communica0ons. Analyze the use of visual social media in vaccine- themed discourse. Understand the strategy and tac0cs of an0- vax groups on social media channels. Learn ways that the opposi0on uses these channels in an avempt to stop legisla0ve efforts to counteract their nega0ve impact on vaccina0on rates. Discuss counter- strategies for ac0vely engaging and ac0va0ng the silent majority who vaccinate.

4 Health Literacy: Undervalued by Public Health? A tool for public health professionals. Prepared for the American Public Health Associa0on Community Health Planning & Policy Development Sec0on Tammy Pilisuk, MPH AUG 2011

5 Other Events in HCM Series The Challenge of Numeracy: Why Simply Providing Data is Not Enough Design MaBers! IntegraEng Design into Public Health CommunicaEons: Two Case Studies Storytelling as Health CommunicaEon: FighEng Obesity and Diabetes Making Web Design Work for People with Limited Vision PowerPoint Tips & Tricks PuNng Culture Into PracEce: CommunicaEng with Diverse LaEno CommuniEes Applying Health Literacy to Health Insurance: How We Can Help Consumers CommunicaEng the Affordable Care Act hvp://sph.berkeley.edu/health- communica0on- mavers- webinar- series

6 Who is in our audience: Geography Par0cipant Loca0on California Washington 40 other US states Interna0onal

7 Who is in our audience: Organization Top organiza0ons represented: city, county, tribal and state health departments; CDC and academic ins0tu0ons Others organiza0ons: health insurance plans; health systems/hospitals; nonprofits

8 Who is in our audience: Participant Titles

9 Who is speaking today... Jeanine Guidry Ph.D. student in Social and Behavioral Sciences Virginia Commonwealth University & Affiliate graduate researcher, Center for Media+Health Renee DiResta Vaccinate California vaccinatecalifornia.org

10 Who is moderating our discussion today Nancy Murphy, MSHC Founder & Chief Consultant CSR Communications Website:

11 Join the conversation on social media #HCM2016 (Jeanine) (Renee) Facebook: hvps:// vaccinatecalifornia

12 Introducing Jeanine Jeanine Guidry Ph.D. student in Social and Behavioral Sciences Virginia Commonwealth University & Affiliate graduate researcher, Center for Media+Health

13 GLOBAL HEALTH & SOCIAL MEDIA Benefits and pitfalls Jeanine Guidry, M.S. Virginia Commonwealth University

14 WHAT I LL COVER Social media platforms & who uses them The value of visuals Going mobile

15 SO MANY PLATFORMS.

16 . SO LITTLE TIME

17 FACEBOOK

18 FACEBOOK Personal profiles - Never private, even if it is Groups - great for coordinating efforts, communities Pages - profiles for organizations, businesses, music educators, schools, nonprofits, etc. Liking, sharing, commenting

19 TWITTER

20 TWITTER Micro blogging: 140 characters Hashtags (#), mentions direct replies Retweeting, favoriting Conversations and collaboration RT other tweets Use visuals Tweet regularly

21 TWITTER

22 VISUAL SOCIAL MEDIA visual focus, e.g., YouTube (video) or images/video Instagram Pinterest Snapchat Tumblr Also: Facebook and Twitter, visuals elicit more engagement

23 PINTEREST

24 INSTAGRAM

25 SNAPCHAT

26 WHAT MAKES IT DIFFERENT? Processed and stored differently, greater attention, recall, comprehension

27 PUBLIC EDUCATION

28 CONVERSATION: CALM PANIC

29 CONVERSATION: RECTIFY MISINFORMATION

30 INFLUENCE BEHAVIOR

31 SOCIAL SUPPORT

32 LITERACY ISSUES

33 MISINFORMATION: VACCINES CAUSE AUTISM

34 FEAR: VACCINES ARE DEADLY

35 CONSPIRACY THEORIES/FEAR

36 CONSPIRACY THEORIES: GOVERNMENT

37 MOBILE CHANGES EVERYTHING

38 MOBILE CHANGES EVERYTHING

39 KEY TAKE-AWAYS Social media is a non-negotiable Visual platforms are increasingly important Your messaging may be great but that does not mean people are listening Don t just talk listen as well Mobile=king All this is a GOOD thing

40 RESOURCES Social Media for Social Good Mashable tech blog Katie Paine blog Paper: Vaccines on Pinterest Paper: Depression on Pinterest

41 Introducing Renee Renee DiResta Vaccinate California

42 HUMAN ROBOTS and #TRUTH on the INTERWEBS Renee DiResta

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46 The power to influence opinions increasingly lies with those who can most widely and effectively disseminate a message.

47 POPULARITY TRUTH

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51 Top Ten by Tweets

52 Top Ten by Tweets The Numbers

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54 #KTHXBAI

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56 #thefuture

57 Ac0on Items Be engaged on social media. Track public health conversa0ons on Symplur. Follow public health and medical professionals. Amplify and retweet each other s messages. Coordina0on mavers in marke0ng. Skim health conspiracy hashtags. Be aware of opposi0on messaging.

58 Before sponsoring legisla0on Coordinate. Iden0fy core supporters: PTAs, teachers unions, public health officials, medical professionals, community groups, parents. Make sure legislators expect an0vaxxers to call and tweet in droves from all over the country. They will leave Facebook comments. However, most of the angry calls and tweets are not from their cons0tuents. They aren t even in their state.

59 Key Takeaways Social media par0cipa0on is important if we are going to rec0fy the asymmetry of passion. The goal is not to argue with an0vaxxers. Make sure that accurate facts and the voices of those who have suffered from vaccine- preventable diseases or who need the protec0on of herd immunity are not drowned out.

60 #WECAN DOIT

61 Health Literacy: Undervalued by Public Health? A tool for public health professionals. Prepared for the American Public Health Associa0on Community Health Planning & Policy Development Sec0on Tammy Pilisuk, MPH AUG 2011

62 Thank you to our speakers... Jeanine Guidry Ph.D. student in Social and Behavioral Sciences Virginia Commonwealth University & Affiliate graduate researcher, Center for Media+Health Renee DiResta Vaccinate California

63 Thank you to our Sponsors! American Public Health Association & National Public Health Week Community Health Planning and Policy Development Section, APHA Health Communication Working Group, APHA California Public Health Association, North Center for Public Health Practice, University of California-Berkeley School of Public Health

64 Thank you to our planning commibee Tammy Pilisuk, MPH, APHA- CHPPD Erin Brigham, MPH, CareSource, APHA- CHPPD Meghan Bridgid Moran, PhD, Bloomberg School of Public Health, Johns Hopkins University Lisa Peterson, MPH, Center for Public Health Prac0ce, UC- Berkeley Nancy Murphy, MSHC, CSR Communica0ons

65 About This Series The Health Communica4on Ma6ers series will help par0cipants in all walks of public health to apply health literacy principles to their everyday communica0ons. What audiences do you communicate with consumers, health professionals, disenfranchised communi0es, your public health peers? Whatever your role in public health, it s likely that you need to communicate effec0vely. But how do you know your communica0on is effec0ve? Only about 10 percent of the general popula0on is considered health literate. That leaves the vast majority of us with barriers to understanding the health- related informa0on we read.

66 Conclusion Thank you! Center for Public Health Practice, UC-Berkeley Health Communications Working Group Community Health Planning & Policy Development California Public Health Association-North