What is social media & why should I care? Preventive Medicine 2016 Social Media Track Training Module 1

What is social media & why should I care? Preventive Medicine 2016 Social Media Track Training Module 1

Module Preview The goal is to provide education for ACPM members about utility & methods of using social media (SoMe); goal is not to add unfounded hype SoMe s utility changes with training & a community s total number of users Single fax machine by itself has no utility Function depends on user skill & user connections

Hype Cycle New technologies go through hype cycle After enough time passes people learn the actual utility of a technology Peak of inflated expectations Visibility Trigger Plateau of Productivity Peak of inflated expectations Trough of disillusionment Time

The Advent of Social Media Online social networking has been around for more than 30 years in one form or another. Web 2.0 refers to user generated content on a webpage owned by someone else (e.g., comments). It started with virtual bulletin boards, (e.g., Usenet), and has progressed to virtual friend networks such as Friendster and Facebook.

Social Media Defined

Social Media Types Social networks News & bookmarking Corporate/personal blogs Microblogs Video sharing Photo sharing Message boards Wikis Virtual reality Social gaming Podcasts Real simple syndication (RSS)

Popular Trends in the Public Pew Internet and Life >65% of adults use SoMe (7% in 2005) >35% of seniors use SoMe (2% in 2005) 60% of Americans access internet from phone 1 word-of-mouth interaction = 200 TV ads (buzzagent, 2009) Globally, 2/3 of internet population uses SoMe (Nielsen, 2009)

DEMOGRAPHIC CHARACTERISTICS

92% of teens report going online daily including 24% who say they go online almost constantly.

Nearly 90% of Americans have a cell phone & almost two-thirds own a smartphone.

Minorities use the same social media platforms as non-minority groups >60% use mobile phones to access the Internet 11

73% of African American internet users and 96% of those ages 18-29 use a social networking site of some kind. African Americans have exhibited relatively high levels of Twitter use since its inception, and this continues to be the case 22% of online blacks are Twitter users, compared with 16% of online whites.

Social gaming is becoming a top digital activity among youth (As of 2011, around 91% of kids aged 2-17 play games; i.e., about 64 million children).

Health-Related Use of SoMe Public Health Departments 87% use Twitter, 56% Facebook, 43% YouTube (Thackeray 2012) Healthcare Conferences >5000 conferences registered on Symplur Hospitals 94% use Facebook, 50% Twitter, 99% Yelp (Griffis, 2014)

Peer-to-Peer Sharing Recommendations of friends are more trusted means of diffusing information. Only 14% trust advertisements, but 90% of consumers trust peer recommendations. (Socialnomics, 2013)

Social Media Users 1B users 340M tweets/day, 500M users, 1.6M searches/day #3 social network, users include the White House #2 search engine, 800M unique visitors/ month, 4B hours of video uploaded/month 100M users 50% of Americans age 12 & older listen to Internet radio

Mobile Access 100B apps downloaded/week 88% of American adults use cell phones 57% have a laptop 19% have an e-reader or tablet 63% go online wirelessly

How Users Engage in Social Media The CDC provides an engagement chart (see module 2) that can help with strategy Two additional models show a spectrum of users engagement in social media: Forrester s Personas Li s engagement pyramid

Forrester s Personas Forrester created the Social Technographics Ladders which is comprised of 6 types of users: Generally more time demands at the top Users can move up and down the ladder over time Utility can exist at each level (except inactivity) Creators Critics Collectors Joiners Spectators Inactives Creating original content for SoMe Commenting about others content Aggregating others content Connecting with others within a network Lurking or learning from others Not participating

Li s Engagement Pyramid Li s Engagement Pyramid is a simplified view of different ways of engaging with your customers, prospects and the market. There are 5 user types: Watching: Users in this category only absorb content. Sharing: Users in this category share updates and content on social sites like Twitter. Commenting: Users in this category respond to others content. Producing: Users in this category create and publish their own content. Curating: Users in this category moderate or are heavily involved in online communities. http://www.slideshare.net/charleneli/understand-your-customerssocial-behaviors/8-the_engagement_pyramidbr_8br_curatingbr

Social Media Opportunities for Preventive Medicine Professionals Population Health Practice Health Promotion, supporting local or national campaigns Surveillance of sentiment, behaviors Advertising, insights, analytics Professional Networking Gathering, filtering news, information, and innovations Research, EBM applications Registering Sentiment (i.e., voting in global conversation) Note: See Module 4 for more detail.

Summary Social media is used by various audiences in various ways including health professionals. Social media is bigger than Facebook. Social media is broad and diverse and it shouldn t be used the same way by everyone. Consider the engagement factor of social media when considering its applicability to your heath program.