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Workshop presentation at the 2013 Ontario Public Health Convention (TOPHC) looking at social media use in public health and the strategies available for evaluating those strategies in practice. Tools, methods and approaches are outlined along with the inherent challenges in dealing with a dynamic social communication environment.
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Evaluating Health Promotion Social Media Strategies
For Public Health Impact
Cameron D. Norman PhDPrincipal, CENSE Research + Design
Adjunct Professor, Dalla Lana School of Public Health, University of Toronto
@cdnormanTOPHC 2013, Toronto, ON
Any electronic, networked information resource that derives its principal value from user contributions & engagement
10 years later…
2003
Communication is:MobileFast
ScalableFlat
Non-LinearNarrative
Collaborative
2013
Top Selling Mobile Phones in 2003
Top Selling Mobile ‘Phones’ in 2012/3
By the Numbers• Facebook > over 1 billion users
(founded 2004)• Twitter > Over 200 million users
(founded 2006)• More than 800 unique visitors to
YouTube (founded 2005)– 1 trillion views in 2011
Pinterest (founded 2010)
FLAT / NON-LINEAR /
Mental Models of Data• Systems thinking– Looking at wholes rather than parts
• System dynamics– Delays– Accumulations– Bottlenecks
• Network effects– Connection numbers, types, and clusters– Cliques, contagions, and resistance
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NARRATIVE / COLLABORATIVE
Creating Conversations
• Give and take• Engagement vs.
Broadcast• Sharing (but not
always equal)• Different cadence and
pace of information flow
• Process and outcomes are developmental, evolving, complex
What is an effective conversation?
Conversation Analysis• Who leads? Who follows? Who
participated?• What is said? What is the tone, mood
or content of what is shared? – Location? Time? Context?
• What ideas take hold? • What is the content of those ideas?
Knowledge Integration• Idea uptake / transfer > ‘stickiness’• To whom are those ideas shared? • How were those ideas shared?• What did anyone do because of what
they were exposed to? • Knowledge pathways – how do ideas
move into practice• ‘Actionable ideas’
MOBILITY
Taking information with you
And producing it anywhere…
BIG DATA
TOOLS & TECHNOLOGIES
Tools (Examples)Free / Low Cost• Facebook Insights• Google Analytics• Google Alerts• Hootsuite • Bottlenose• Buffer• Co-tweet
Premium• Hootsuite• Bottlenose• Radian 6• Sysomos• Beelove• SM2
Measurement and Metrics: The Basics
Metrics & Indicators: The Basics• # contact / engagement points (e.g.,
followers)• Type of contacts, # of contacts• Quality, number and type of ideas
generated• Citations and references (e.g., re-tweets,
mentions)• Quality of engagements & interactions• Size, type and position of network points
Developmental Design Cycles & Overlap
RESOURCES
Julia Belluz (@juliaoftoronto)
Who Lives, Who Dies? Will Social Media Decide? 2012 Hancock Lecturehttp://feeds.tvo.org/tvobigideas (March 1st, 2013)
Science-ish Blog: http://www2.macleans.ca/science-ish/
http://publichealthandsocialmedia.wordpress.com/Social Media Metrics and Evaluation: PTCC Webinar: http://bit.ly/102MrzhSocial Media for Researchers: http://censemaking.com/2013/03/20/social-media-for-researchers/
A Cloudy Future!(?)
