Communicating Nutrition Information

Paige ZaitlinTufts University

Web Strategies for Health Communication

My Focus:

• Organizations that communicate science-based nutrition information to different population groups using the web as a primary means of dissemination.

• Three Organizations:– Center for Nutrition Policy and Promotion (USDA)– International Food Information Council– Nutrition Source (Harvard School of Public Health)

Center for Nutrition Policy and Promotion (CNPP)

What is the CNPP?

• USDA• Mission: improve the health of Americans

• Develop Dietary Guidelines for Americans• “link scientific research to the nutrition needs

of consumers”

CNPP: Web Strategy• Website– MyPyramid Menu

Planner– MyPyramid for

Preschoolers– MyPyramid Tracker– MyPyramid for Kids – MyPyramid en Español– Links to reports– Personas

• Podcasts • Videos• Facebook • Twitter

CNPP: SWOT AnalysisStrengths

•Targets multiple segments of the population•All print materials available online•Good teaching tools: video, PSAs, posters•Personalized•Major source of nutrition information•Personas•Bilingual•Good for low income individuals who can’t afford an RD

Weaknesses

•Video only in Windows format•Not everyone has internet access•Twitter MyPyramid only has 247 followers•Website is very busy

Opportunities

•RSS feeds coming soon for video•Facebook not optimized•iPhone app•Blog

Threats

•Other diet planning or sites tracking activity, meals, and weight loss•More personalized counseling or support groups (actually in person)

IFIC Foundation

What is IFIC?

• The IFIC Foundation is the educational arm of IFIC.

• Mission: communicate science-based information on food safety and nutrition to– Professionals – Educators – Journalists– Government officials – Consumers

IFIC: Web Strategy• Website

– Reports– Videos:

– “on the street”– FAQ

– Personas– Available en Español– eNewsletter– Risk Communication Training– Tools for Effective Communication

• Webinars/Web Casts• Twitter

*IFIC states that they are in the process of redoing their website

Kidnetic.com

IFIC: SWOT AnalysisStrengths

•Bilingual•Site has clear navigation on the side•Videos available on the site•Webinars•Twitter•eNewsletter with RSS feeds•Personas•Site for kids

Weaknesses

•Website is not very visually appealing •Menus in strange places •Publications for sale but site does not work•No LinkedIn, Facebook•Only 371 followers on Twitter

Opportunities

•Webinars could be more publicized•LinkedIn•Facebook•Podcasts could be used with webinars•Blog

Threats

•Other sites that communicate nutrition information•Print publications, Peer-reviewed journals

The Nutrition Source

What is the Nutrition Source?

• From the Harvard School of Public Health’s Department of Nutrition

• Designed to provide a reputable nutrition source on the web

• Features lots of news from the HSPH• Gives “need to know” nutrition information

(“the bottom line”)• Microsite within the HSPH site, also accessed

through http://thenutritionsource.org

Nutrition Source: Web Strategy

• Website– Nutrition in the News (Harvard news)– “What should you eat?”– Weight loss advice– A unique healthy eating pyramid “that’s actually

based on the latest and best science”– Recipes for both home and food service

• LinkedIn: Lilian Cheung Cheung (Editorial Director)• HSPH has a podcast

Their own food pyramid

SWOT AnalysisStrengths

•Well designed website•Clear and to the point, on a need to know basis•Sections with the main points highlighted•Reputable source•Link to other reputable sources

Weaknesses

•Possibly biased since the news is just from their institution•Does not use any other social media

Opportunities

•Social media: Twitter and Facebook•Partner with or link to other institutions•Blog•BMI and calorie calculators •eNewsletter•Focus on children, or other personas

Threats

•MyPyramid.gov and other nutrition advice sites•RDs and practitioners•Other university sites and extensions (http://nutrition.cornell.edu)

ComparisonCNPP IFIC Foundation Harvard Nutrition

SourceWebsite ✓ ✓ ✓

Bilingual ✓ ✓

eNewsletter ✓

Webinars/casts ✓

Videos ✓ ✓

Podcasts ✓ HSPH only

Facebook ✓

Twitter ✓ ✓

Media Kit ✓

Print Materials ✓ ✓

Nutrition News ✓ ✓ ✓

Personas/customized sites ✓ ✓

Recommendations: CNPP

• Facebook – Optimize, respond quickly to friend requests

• iPhone app – for MyPyramid Tracker

• Blog (news?)• Make videos compatible with Mac• Other languages besides Spanish and English• Promote MyPyramid’s Twitter– Make it more prominent on the site

Recommendations: IFIC• Website navigation– not very visually appealing – Menus in strange places – Make the findings of the survey more visually appealing or

exciting• Publications site does not work• LinkedIn or Facebook• Twitter is not promoted at all on the site– Could be used to publicize web casts and research

• Webinars could be more publicized through something like facebook

• Podcasts could be used with webinars• Blog or RSS feeds

Recommendations: Nutrition Source

• Social media: Twitter and Facebook• Partner with or link to other institutions’

nutrition sites (there are not that many links)• Blog – Featuring nutrition experts from Harvard (such as

Walter Willet) • BMI and calorie calculators • eNewsletter or email with RSS feeds of news• Have part of the site geared for kids or for other

segments of the population

• Questions?