Tweets for Engagement and Health Messaging
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1 Breakout Session at the Institute for Healthcare Advancement s Fourteenth Annual Health Literacy Conference Tweets for Engagement and Health Messaging Kathleen Hoffman, Alisa Hughley & R.V. Rikard
2 Co-Hosts Alisa M. CARE HACKER + ADVOCATE FOR PATIENT ENGAGEMENT+ HEALTH COMMUNICATOR
3 Co-Hosts RV SOCIAL SCIENTIST + HEALTH DISPARITIES + HEALTH LITERACY + SURVEY RESEARCH + DATA BULLDOG + STATS HEAD + GRANTSMAN
4 Co-Hosts Kathleen HEALTH COMMUNICATOR + FOUNDER #HCHLITSS TWEET CHAT & LINKED IN GROUP + MEDICAL WRITER+ CAREGIVER +SOCIAL MEDIA SPECIALIST & CHIEF BLOG WRITER FOR MEDIVIZOR
5 RTs, MTs, & #Healthliteracy OH MY! Traveling 140 Characters on the Blue Brick Road of the Twitterverse brought to you by the Health Communications Health Literacy and Social Science Twitter Chat co-
6 Learning Objectives Effectively use Twitter and tweet chats Establish, organize, and structure tweet chats with a health literacy focus Analyze feedback from tweet chat participants
7 What s the point?
8 Some Twitter users... I don t get Twitter.
9 Reasons you should use twitter Tweets can range from the inane
10 Reasons you should use twitter to the profound motivating change.
11 The fact is [There are] 1 million tweets relating to healthcare each day. Symplur.com
12 How can Twitter help my organization? Reasons You Should Use Twitter Drive traffic to your organization s website An Incredible Resource for Connecting with Experts An Incredible Resource for Connecting with Stakeholder Communities Democratizing the Media
13 How can Twitter help my organization? Drive traffic to your organization s website
14 How can Twitter help my organization? Connecting with experts Suzannah Fox Pew Research Center's Internet & American Life Project Anton Gunn Formerly of HHS Office of the Director External and Inter-Governmental Affairs
15 How can Twitter help my organization? Connecting with communities of stakeholders enbloom, a health blog at enbloommedia.net gibsoncurrie.tumblr.com Alisa Hughley s Health Advocacy at alisamhughley.com
16 How can Twitter help my organization? Democratizing the Media April Ryan, White House correspondent for a small media outlet broke the story that President Obama signed up for insurance coverage on the Health Benefit Exchange. It was picked up by numerous larger news outlets.
17 Today Agenda... Create effective health messages as tweets (<140 characters) Use a third party client to access Twitter (to simplify chat participation) Participate in a Tweet chat Create and register a Tweet chat Understand Twitter Etiquette For example: Retweet (RT) and Mention (MT) Understand how to use Hashtags & Twitter analytics
18 Part one
19 Interactive Activity I Break into groups of 4 to 5 people Identify a health literacy message and write 2 to 3 sentences on the topic. Reduce these 2 or 3 sentences into a tweet (using 140 characters or less)
20 Health Message Example Symptoms of colorectal cancer include what physicians call a change in bowel habits. This understatement means having diarrhea, constipation, feeling that your bowel isn t emptying completely, narrow stools, gas pain, bloating, cramps and fullness. Feeling tired or more tired than normal blood in stools and weight loss that is happening for no known reason are also symptoms.
21 What do we mean by a change in bowel habits? 140 characters using abbreviations, skipping punctuation, simplifying
22 directed to specific users resource-rich What s a good tweet? Let s take a look at a few examples media-rich measurable
23 Uses an in-stream photograph Conversational Clearly & concisely communicates facts <140 character making RT easier A Good Tweet Captures users attention
24 Uses twitter to get answers to questions Conversational Catalyzes action and activities in the real world A Good Tweet Sparks offline engagement
25 Uses statistics Provides a reference urls Uses hashtag(s) # to identify topics & broaden the audience Conversational Includes in-stream photo A Good Tweet Can be tracked for meta-analysis in the future
26 Good or Bad Tweet?
27 Good or Bad Tweet?
28 Effective Health Messaging 2 examples of what NOT to do
29 Respect the Fine Line My focus is in broadly educating the public rather than counseling patients on their specific, personal health concerns. If the content starts to go in the direction of their personal health issues, I encourage them to direct that conversation offline, with their personal healthcare providers. Suzanne Hall, MD (@suzyyhall) OB-GYN Gynogroupie.com Founder Michigan
30 Respect HIPAA [W]e share more in the elevator [in the hospital] than we do online without realizing it Being careful about what you say in the elevator, the same thing applies when you re online. Ivor Horn, MD MPH
31 Interactive Activity II
32 Live Screen Time
33 Part Two
34 Section 2: What is a Tweet Chat? Basic: a designated place at a designated time to discuss a topic or issue Social Science: a way to conduct focus groups and in-depth interviews using a micro-blogging platform
35 Types of Tweet Chats Open mic chat Support groups/participant focus groups One-on-one in-depth interview
36 Open Mic Allows for free discussion Usually guided by Topics T1, T2
37 #BCSM Support Groups #LupusChat #BRTSM
38 #BCSM Breast Cancer Social Media
39 #BCSM The breast cancer social media hashtag has become the bat symbol for breast cancer awareness!
40 #HCHLITSS What is our format? Combination of Participant Focus Group In-Depth Interview
41
42
43 In-Depth Interviews Detailed, educational, informative Unique format for Twitter
44 Creating a Tweet Chat
45 Healthcare tweets are trending upward
46 You re in good company
47 Live Screen Time
48 Twitter Tools & Etiquette Some tweet chats provide a list of expectations for participants
49 Use these letters before you share someone else s tweet on your own Twitter stream with your followers; many 3 rd party Twitter clients do this automatically as does Twitter if you select retweet RT
50 Use quotation marks before you share someone else s tweet on your own Twitter stream with your followers; Twitter mobile apps do this automatically if you select quote tweet
51 Use these letters before you share an edited or shortened version of someone else s tweet on your own tweet stream with your followers; you must manually change the RT to MT on Twitter and other Twitter clients MT
52 To identify a specific Twitter user. Allows your tweet to appear under their notification stream. This tool allows you to initiate or continue a conversation on Mention
53 # Hashtags By tweeting with a hashtag on a public account, anyone who does a search for that hashtag may find your tweet Organizes conversations on the same topic into a single thread making it convenient for Twitter users to view and compare ideas. Allows users to follow a topic and easily identify topics they deem relevant
54 # Hashtags: A Few Guidelines Don't #spam #with #hashtags. Don't over-tag a single Tweet. Use no more than 2 hashtags per Tweet. Use hashtags only on Tweets relevant to the topic.
55 Analytics on demand
56 Define time frame
57 Review chat analytics
58 Review chat analytics
59
60 #NHDD: April 16, 2013 When used correctly hashtags help twitter users amplify their message
61 Hashtags allow nonfollowers to see at RT your message RTs can help your twitter message live for days and reach a broader audience
62 #MinHIT: March 10, 2014 When used correctly hashtags help twitter users amplify their message
63 QUESTIONS
64 #hchlitss: Thursdays 8pm E
65 Tweets for Engagement and Health Messaging Kathleen Hoffman, Alisa Hughley & R.V. Rikard Breakout Session at the Institute for Healthcare Advancement s Thirteenth Annual Health Literacy Conference
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