Embed Size (px)
Citation preview
Using Facebook forums to engage in
health conversations with a social media
literate audience
Dianne Zalitis, Clinical Lead Pregnancy, Birth and Baby
Healthdirect Australia
About us
Healthdirect Australia designs and delivers
innovative services for governments to provide
every Australian with 24/7 access to the trusted
information and advice they need to manage
their own health and health-related issues.
Service began in 2010 out of the National Maternity Services Plan.
Provides expecting, new parents (with child aged up to 5) with
information to make informed decisions around their pregnancy
and the care of their child
Staffed by maternal child health nurses (midwives) and counsellors
7 days/week. 7am to midnight. Phone, Website, Video, Facebook
Uses available and emerging digital technologies to provide national
access to information and advice
What is Pregnancy, Birth and Baby?
4
How consumers can access Pregnancy, Birth and Baby
• PBB was already a multi-media telehealth service
• Expanded into social to explore parents interest in direct real-time
public chat with maternal child health nurses
• Began as a pilot of Facebook live forums, now BAU
5
Social media literate audience
Who is our audience?
User profile reflects population birth age
Australian data 2015:
• average age for women giving birth was 30.3 years.
• For Indigenous mothers was 25.6 years.
• 22% of mothers were 35 and over
• average age of first time mothers was 28.9 years old.
What is the current user behaviour?
And will they engage via social media?
80% of pregnant women aged 20-35 are online
• Pregnancy, Birth and Baby users are digitally engaged • have demonstrated appetite for multichannel access
to services • particularly by social media, text and mobile.
• 77% parents use their mobile• 24 to 35 yrs use social media first for
information and validation amongst peers
Behaviours
• High use of smart phone and
• Commonly search for conditions
through Google
• Googling was prevalent across all
demographic groups
• The first answer that looks
appealing is used
8
‘..I google all the time.. No specific
websites, google the term and see
what comes up.’ Indigenous
“We try and manage our own
health, googling symptoms, looking
for other cures, talking to other
people with the same problems.
Some of us go straight to the
doctors, then if we are not sure
what the doctor is telling us, we
come home and google.” CALD
Research: Online Activity
Who else are parents listening to?
Who uses Pregnancy, Birth and Baby?
User profile – by state and rurality
Meeting PBB users needs via phone or social?
PBB phone user profile
Women85%All callers
Men10%All callers
PBB Facebook user profile
Where does the PBB Facebook community come from?
12
Making the Leap into Facebook Forums
The dangers and pitfalls of health via social media
What about trolls and other scary stuff?
Risk Management:
What harm could we do?
What harm could they do to themselves or
others?
Timing:What if we’re
too slow to respond?
What do we do with any negative comments?
We can build it, but…
“Will they come?”
14
What is a Facebook Forum?
In a Nutshell it:
• Is a 60 minute Facebook chat session live
and interactive
• Uses Facebook's comments system and
requires no additional technology
• Has a specific topic focus
15
How does a Facebook Forum work?
Planned, pre-forum promotion period, using the event page
Save the Date
Event Invitation
Reminder, day before
16
How does a Facebook Forum work?…on the day
Maternal Child Health Nurses (MCHN)
available at a set time to directly engage in real
time on a selected topic, using comments
section.
Moderators ensure that the discussion remains
on-topic
At the end of the stated period, the comments
field is closed
How do parents respond?
Unlimited
potential to
reach our
audience
Increasing interactivity of each group during 1 hour Facebook forums
18
What we discovered…
500% increase in reaching parents.
Live reach = consumers reached during the live forum hour
Total reach = total consumers reached during the 48-hours that
followed the live forum
Proven successful in building reach
and engagement outside of the live
event.
19
Dad’s guide to breastfeeding
20
What to take to the hospital?
21
Safely Leaping to social media
22
What we discovered…
Outcomes and clinical safety
Just like the phone –instant and easy
And like the web – accessible on any device, to read and share
No negative comments or
feedback.
Writing responses:
Tone of voiceSpeed and accuracy
Training and practice:
Creating event pages
Moderating comments
Publishing posts
Implications for practice
Roles and the people:
Who does what and when
Implications for practice
Topic selection –What will engage your
community?
Consider:your ‘why do this’
25
Pregnancy, Birth and Baby Contact Information
Website: https://www.pregnancybirthbaby.org.au/
Facebook: https://www.facebook.com/pregnancybirthandbaby
Dianne Zalitis, Clinical Lead, Pregnancy Birth and Baby:Healthdirect AustraliaLevel 19, 133 Castlereagh Street Sydney NSW 2000P. 02 9263 9018 E. [email protected]
