Social Media 101 for Health Educators by elfphabet2


									                          Health Education
                         Network of Delaware
                           Social Media 101 for Health Educators

Monday, March 30, 2009
                                  What We’ll Cover

                         Overview of Social Media

                         Introduction to the basic tools

                         Strategic Use of these tools in Healthcare

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                 Things to Keep in Mind

                   Relevance is most important- What wi# work for your
                   project/target audience?

                   Strategy versus Tactics- Have to have a plan, and then use
                   tools wisely to get you there

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                         The Way We
                         Want It To Be

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                    We’ve Come a Long Way

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                         It’s all About People
                               Making Connections

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                         What is Social Media?
                         Social media is internet & mobile technologies that
                         enhance/enable communication between individuals or

                         Facebook, Twitter, Skype, ooVoo,,
                         StumbleUpon, & Di%; Flickr, Picassa, Ning, LinkedIN,
                         Plurk, Ustream, YouTube, Qik and more are a# social
                         media sites.

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                          Social Media Benefits
                         Quick, o&en short form communication to individuals,
                         groups or the public

                         Builds social/community relationships

                         Immediate gratification -Information Now, 24 x 7

                         A#ows you to be your own publicist, marketer, curator of
                         content and ideas

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                                  Possible Issues

                         Much of the communication is in public, and you are
                         accountable for it forever (internet wayback machine)

                         Privacy issues are a concern

                         Since many messages are short, nuance can be lost- choose
                         your mode of communication carefu#y

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                         What’s the big deal?

                   New ways of communication a#ows co#aboration over
                   distance and time; this can be used strictly for social or
                   community-building purposes, as we# as business purposes.

                   Examples- Comcast Cares; Podcamp & HealthCamp Phi#y;
                   LINUX, etc.

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                         Who Are We Talking

                            Hint: not just these guys...

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                         First Things First

                Quick Facts *om Pew

                By 2020, they predict that a
                mobile device wi# be the primary
                connection tool for most people
                in the world.

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                         Who is Online?
             18-29                        92

             30-49                       85

             50-64                  72

                  65+     37

                                                           October-December 2007
                               Online         Not Online
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                         75%* of the population reports using the
                          internet or email. Here is a breakdown                                                    >$75K Income (93%)

                              of use among different groups.                                                  18-29 Years Old (92%)        College
                            (shown as a percentage of population online)
                                                                                                     30-49 Years Old (85%)

                                                                           English-Speaking Hispanics (79%)
                                                                                             All Whites (76%)  Urban (77%)
                                                                                  50-64 Years Old (72%)     Suburban (77%)
                                                                                                          Men (76%)
                                                                                                        Women (74%)

                                                                                                          High School Graduates (67%)
                                                                        <$30K Income (61%)           Rural (64%)

                                                                     All Blacks (56%)

                                               65+ Years Old (37%)      No High School Degree (38%)
                             Spanish-Dominant Hispanics (32%)**

                                                                                *Source: Pew Internet & American Life Survey, December 2007.

                                                                                        ** This statistic comes from the Pew Internet Project’s
                                                                                           Latinos Online data, collected June-October, 2006.

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                         What are they doing online??



           69% (up from
             48% in ’07

            25% (down
         from 44% in ’07)
                                            Source- Forrester Research; 2008

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                    Content Creation: Age tells a different




                    Ages 12-17 Ages 18-29 Ages 30-38 Ages 39-48 Ages 49-60 Ages 61-69 Ages 70+
                                             Internet users      Total population

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                                     Internet facts*
                  55% of American adults have a broadband connection at home

                  58% have used a ce# phone or PDA for non-voice activities
                  like texting, maps, pictures, etc.

                  41% of adults have lo%ed onto the internet on the go, with
                  either a laptop or wireless device

                    *Pew Internet & American Life Project

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                         Pew Health Care Research
                         In 2006, Pew reported that 80% of American internet
                         users, 113 mi#ion people, searched for health information
                         on 17 topics.

                         By 2008, 81% of internet users and 66% of a# adults
                         sought healthcare information online

                         75% of “e-patients” with a chronic condition used
                         information *om the web to make health care decisions

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                         60% understand there’s misinformation and
                         propaganda on the web, and health care
                         professionals remain the dominant source of
                         information for urgent medical questions.

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                    29% of internet users look for information about specific
                    doctors or hospitals online

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                         Current State of Public
                            Health Records

                     -Increasing interest
                     in PHR in US- 72.5
                     mi#ion, despite
                     adoption of 7.3
                     mi#ion to date

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                                                 Think Beyond EHR*
                                                                      *Electronic Health Record

                          "True health care reform will require a more patient-centered approach
                         and a broader policy palette, including incentives for providers to adopt
                         more population heath management tools and for patients and
                         consumers to take more ownership of their health."
                Center for Connected Health Director Joseph Kvedar to President Obamaʼs health policy team, iHealthBeat, January 23, 2009

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                          Physician Use of Web and
                             Mobile Technology
                         54% of US Physicians own a PDA or Smartphone. 70%
                         are predicted to own one by 2011.                           (Manhattan Research, 9/08)

                         20% have adopted EHR and adoption of smart phones
                         wi# increase EHR adoption (hand in hand)

                         90% of Online physicians use literature databases, 83%
                         online journals, 73% physician portals, 61% government
                         websites, 41% manufacturer’s websites, and 37% medical
                         or professional blogs
                                            (Jupiter Research (part of Forrester, 9/08)

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                              Patient Education

                         2007 Jupiter Survey showed 69% of physicians did
                         searches online for patient education materials, and 37%
                         exchanged emails with patients.

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              New Information coming *om Pew re: navigating the
              New Health Care Delivery system at the end of April

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                         Why Use The Web?

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                         Web 2.0- Not just for geeks

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                         Everyone has Global Reach

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                         And you can know where
                           they’re coming from

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                         Information Overload
                         There are tons of social media sites- we’# concentrate on
                         the most popular

                         It’s important to remember each one has it’s own culture
                         and community, just like any off-line community you
                         might belong to.

                         We’# discuss each, its features and advantages/

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                         Basic Tools

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                             Search Engines

                         Search Engines, Search Engine Optimization and
                         Search Engine Marketing are “Ground Zero”

                         Search determines who will find you online,
                         including the press, investors, competitors and/
                         or customers doing research

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                         Google Alerts- get notified when something shows up on
                         web, news, blogs

                         Google reader- curate your own newspaper; Social media

                         Gmail- threaded conversations, IM, integrated with
                         Google Documents for cloud computing, easy po#s, etc.

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                         Google Is Your Friend

                         Google Forms and Documents- create your own surveys,
                         for *ee. Responses drop into a spreadsheet automatica#y.

                         Forms, documents can be worked on co#aboratively.

               , google analytics, keyword search- a#
                         wi# te# you what people are looking for- you’# be

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                         Hoe Google and other search engines find stuff on the web

                         Use tags people are searching for; check seasonality to
                         make your content timely

                         Tag pictures, documents, blog posts, blog comments, etc.
                         A# of it helps build SEO

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                         Quick messages (140
                         Strength in the network
                         public or private

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                         Pros and Cons-Twitter
                         Short and concise            Can be like a noisy
                                                      cocktail party
                         Can refer people to things
                         you find interesting          Most tweets are public,
                                                      but mainly viewed by
                         Crowd source opinions
                                                      your “fo#owers”
                         and ideas

                         Usefulness depends on
                         network, and its size

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                         Classic social network      Great way to find local
                                                     people; target local
                         You can set events, throw
                                                     market with “flyers” at
                         snowba#s, send messages,
                                                     low cost
                         post pictures and media
                                                     Co#aborative groups
                         Surpassed similar
                         MySpace in December         Social Coffeehouse
                         with 60M users

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                  Facebook pros and cons
                         Your information can be     Not the best “business”
                         very public                 site

                         Makes a great tool to       However may have
                         identify people to target   potential as a social
                         for specific messages, to    network for groups,
                         join groups, etc.           patients, behavioral
                                                     modification support

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                         More Commercial ads
                         than Facebook
                         Tends to skew to a
                         younger, music oriented
                         Good for targeting
                         certain audiences for

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                         Pros and Cons

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               Build-it yourself,
               invite only version of

               Might be great for
               projects, support
               groups, etc.

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                         Social Bookmarking site (See also Stumble Upon, Boing

                         A#ows you to share your bookmarks with others-
                         persona#y curating and ta%ing the web

                         particularly useful when working on projects

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                                 Podcasts, Video

                         Shares information in multimedia format

                         Subscriptions- building an audience

                         Know the difference between Show & Te#

                         Production values count (to some extent)

                         Curating information- be a resource people go to

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                              Advantages/Disadvantages of
                         People process auditory language much faster than
                         reading or writing

                         Video requires two sense at once- bulkier and harder to
                         access in mobile format

                         Can you create engaging material that helps people learn
                         and delivers value?

                         Long tail of information- can be independent of time and

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                         It creates a resource

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                                 Sample Podcast

                         Heart Truth Sample Show

                         Took 5 minutes to put together, 10 minutes of editing.

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                             Online Video Sites
                         Ability to broadcast video as it happens- your own TV
                         channel- Ustream, BlogTV, 12seconds, Qik, Seesmic and

                         Broadcast out to multiple sites through Tubemogul +
                         Analytics- YouTube,, Veoh, Viddler, mDialog and

                         Longtail business opportunities- helps get the word out

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                         Ok Video

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                                 Great Shows

       Midwest Teen Sex Show- sex ed in a hip, funny, and engaging way

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                         Where do people get their




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                         Great place for sharing information

                         Great for SEO

                         Great for building a community

                         Cheap and easy

                         RSS feeds- subscription to keep up with others in field

                         Easy to embed multimedia; RSS for content push;

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                         Requires schedule, regular content for improving SEO

                         Need to say something or provide value

                         Requires a regular commitment to be effective long term.

                         No guarantees of instant popularity- long term strategy,
                         like a newspaper column- need to grow an audience

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                         Resume and Business related online networking

                         Good not only for personal job search, but established
                         business connections- keeps people updated as to your

                         One hour layoff to interview story

                         A#ows you to visualize connection others have and how
                         to get you to new contacts and opportunities- networking

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               By 2020, they predict that a
               mobile device wi# be the primary
               connection tool for most people
               in the world.

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                     Creating Communities

                         This is a long term versus short term strategy

                         People come to you because of content and added value

                         Grows network, fans, evangelists

                         Must give them something to do- keep it *esh or it dies

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                            How Popular is this
                                 stuff ?
                         The share of adult internet users who have a profile on an online
                         social network site has more than quadrupled in the past four
                         years -- from 8% in 2005 to 35% at the end of 2008.

                         Nielsen Online reports that Twitter grew 1,382% year-over-year in
                         February, 2009, registering a total of just more than 7 million
                         unique visitors in the US for the month. This is also a month to
                         month increase from 4.5M in Jan to 7 M in Feb- a 50% increase in

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                         Your Morning Paper/Dashboard

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                     Fish Where the Fish Are

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                         Translating Information

                         Give people simple tools that work

                         Make it fun

                         Make it meaningful or rewarding

                         Make it social- podcasts, videos, slideshare

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                         Social Media Laboratory

                          Experiment, Tweek, Try

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                         The End

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                          Contact Information
                         Whitney Hoffman, Hoffman Digital Media


                         Skype: Whitney.Hoffman; LinkedIn- Whitney Hoffman

                         Twitter- LDpodcast, whitneyhoffman

                         (302) 562.6507

Monday, March 30, 2009

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