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Using social media for messaging about healthy eating and active living
Ben Harris-Roxas, Urbis & UNSWBecky Freeman, University of Sydney
Sian Rudge, Sax Institute
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What is social media?
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How has the web changed?
What is Web 2.0?
User generated content
Interaction
Exchange of content
Social
Dialogue
The mass adoption of online social networking means that providing quality content is no longer sufficient. Users are used to interacting with other site users and sharing quality content outside of the sites where they first locate it.
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What is social media?
“Social Media is a group of Internet-based applications [Facebook, YouTube, Twitter] that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user generated content.”
Source: Kaplan AM, Haenlein M. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons. 2010;53(1):59-68.
New media is the combination and convergence of computing and information technology, communications networks and digitised media and information content. The interlinking of these three key pillars has arisen due to the development and popularisation of the Internet coupled with the accessibility of activities, products and services within the digital media sphere
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Your experience
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Limitations of the data and research
Design: largely case studies
Changing platform landscape
Relevance of principles
Links to principles of effective messaging
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Who is using social media?
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Internationally
+Age groups online (US)
+(Australia is similar)
Source: ABS 8146.0 - Household Use of Information Technology, Australia, 2010-11
+Evolving picture
+Gender
Source: Johanna Blakley, USC Study data posted at @Mojojohanna
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Australia
Internet use in Australia
In 2010-11, 6.2 million households had broadband internet access
This is an increase of over one million households since 2008-09 – almost three quarters (73%) of all households now have broadband
Over two thirds (68%) of internet users made a purchase over the internet in 2010-11. The most popular types of purchases were travel, accommodation, memberships or tickets of any kind; and CDs, music, DVDs, videos, books or magazines.
One of the most popular activities performed on the internet was social networking.
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Source: http://www.abs.gov.au/ausstats/[email protected]/Latestproducts/8146.0Media%20Release12010-11?opendocument&tabname=Summary&prodno=8146.0&issue=2010-11&num=&view=
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Social networking and online gaming
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Households with access to a home computer, by State or Territory, 2010-11
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How and when Australians access the Internet changed significantly in 2011:
Time spent accessing mobile Internet continues to increase: 4.2 hours per week, up 20% from 3.5 hours in 2010
Multi‐screen behaviour is now a daily habit. Six in ten online Australians have used the Internet while watching TV, more than one third do it on a daily basis.
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Australians are increasingly embracing the content creation and interactive aspects of social media:
39% post to websites that invite participation
46% post on online forums
65% update their social networking profile, while 72% browse others’ posts, photos and messages
In general, Australian Internet users welcome organisations and brands onto their social networking sites and are happy to engage and contribute to dialogue about products and services. In 2011:
43% discussed or added personal comments about brands online
39% posted reviews of brands online on a regular basis
47% connected with an organisation via a social networking site
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Australians are among the world’s most enthusiastic Facebook users, spending an average of 7 hours and 43 minutes per month of the social networking site
25% of Australians ‘Like’ or interact with a brand on Facebook on a weekly basis
57% of Australians participated in ‘Liking’ brands during 2011 – up from 46% in 2010
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Priority populations
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Aboriginal groups
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Rural and Remote
+Older Australians and people with disabilities
2003 2006/07 2009 2010/1
1
Older Australians (SDAC) 29% 54%
People with disabilities (SDAC) 41% 62%
General population (MPHS) 64% 79%
Source: ABS 8146.0 - Household Use of Information Technology, Australia, 2010-11
Internet access at home
+People with disabilities
Source: ABS 8146.0 - Household Use of Information Technology, Australia, 2010-11
Purpose of internet use
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+Social gradient in use
Source: ABS 8146.0 - Household Use of Information Technology, Australia, 2010-11
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What strategies and actions for using social media have been effective (and ineffective)?
How many can you name?
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+ 35
Collaborative projects
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Organizational websites
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+ 38
Online news
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Online petitions
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+ 42
Blogs
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Apps(Ben will revisit later)
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Systematic review findings
Moorhead SA; Hazlett DE; Harrison L; Carroll JK; Irwin A; Hoving C. (2013) A New Dimension of Health Care: Systematic Review of the Uses, Benefits, and Limitations of
Social Media for Health Communication, Journal of Medical Internet Research, 15(4):e85. doi:10.2196/jmir.1933
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+Typology of use
+Benefits
+Limitations
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Impact and outcome evaluation
Evaluation
Neiger BL, Thackeray R, Van Wagenen SA, Hanson CL, West JH, Barnes MD, et al. Use of Social Media in Health Promotion Purposes, Key Performance Indicators, and Evaluation Metrics. Health promotion practice. 2012;13(2):159-64.
1) Low engagement: an agreement or preference for content
2) Medium engagement: people are involved in creating and sharing content with the capacity to influence others
3) High engagement: actual participation in off-line interventions that results from some exposure to a social media campaign
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Process Indicators
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Outcome evaluation
Content analysis
Surveys
Qualitative approaches
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Case studies
Lessons Learned
Integration
The effectiveness of social media campaign can be positively affected by the use of traditional media
Integration with broader campaigns seems to be useful
social media greatly benefits from traditional media, including earned news media, that helps drive awareness
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Personal benefits
Successful campaigns make users feel like a member of a community and that they can express a part of myself to others
Opportunity to win a prize that is both relevant and desirable, not the ubiquitous iPad of most online marketing contests
Offer rewards for participating and spreading marketing messages
Participants like interacting on social media because it can be both anonymous and personal
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Community
Partnerships with organisations and people who already have large social media followings is useful
Focus on continuously building social media communities, it may then be possible to capitalise on that support for future campaigns
Online campaigns communications should routinely and explicitly ask all members and followers to help build the community as it leads not only to more followers, but more highly engaged followers
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Promotion
Motivated volunteer seeders who can leverage their personal connections with others are far more likely to generate action than impersonalised ads
Recruiting larger numbers of seeders may assist in campaign promotion
Users need to be able to easily receive and share valuable information with other people
The campaign content should promote positive discussion and sharing
A clearly bounded timeframe for a campaign creates a sense of anticipation and excitement among participants
Keep track of and use champions from previous campaigns to spread the word for emerging/new campaigns
Viral growth cannot be guaranteed or depended on, a communications strategy to ensure a strong launch and ongoing promotion of the campaign is necessary.
Promotion require continuous seeding, not as simple as one hit and then, fingers crossed, your campaign goes viral
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Use of social media tools
Exploit already available everyday, familiar activists, like photo-tagging and re-Tweeting
Do not employ any complex third party tools or require participants to register or give any personal details this can severely dissuade participation and engagement
High bounce rates to external websites suggest that click through ads on social media sites may work better if users are sent to another social media page, as opposed to being forced offsite to an external website. This works both ways, for example, the majority of Facebook page landings come from another Facebook page.
Ideally, campaigns should spread from friend to friend through the automated sharing process of existing social network page feeds, and not require further action of participants
A variety of social media vehicles and relationships can increase the participants’ involvement in the program
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Content
Online campaigns work best when there is a clear and achievable call to action
Create fun and positive associations with your brand, or alternatively, authoritative and trustworthy may be more crucial for health organisations
Generating a large number of shares or having a campaign go viral cannot be seen as the primary, most important outcome of a social media campaign. A campaign that is both sharable and effective in motivating people to change is essential.
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Queensland policeduring the floodsbenhr.net/qldpolicefloods
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Promising new approaches
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What gets shared?
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Factors
Encourages/promotes interaction
Establishes credibility
Taps positive emotions
Simple messaging
Create a story/narrative
Sense of urgency (very conditional though – evidence very mixed)
But feel free to ignore these too – high degree of variability about what
aspects of messaging between cases/contexts
Some of these factors are also in competition, e.g. simplicity and
messaging
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App-based
+ Mobile phone, smartphone and tablet use
Source: ACMA Communications Report 2011-12 Series
ALL 18–24 25–34 35–44 45–54 55–64 65+
49
74 74
57
48
33
15
51
76 78
63
50
30
17
9299 98 97 94
88
77
25
3330
3330
18
8
Have a smartphone Use the internet via their mobile
Use a mobile phone Access the internet via a tablet computer (e.g. iPad)
Age range
% o
f pers
ons
aged 1
8 y
ears
and o
ver
+App use
Source: ACMA Communications Report 2011-12 Series
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct
-11
Nov-1
1
Dec-1
1
Jan-
12
Feb-
12
Mar
-12
Apr-1
2
May
-12
Jun-
12
0
1,000
2,000
3,000
4,000
5,000
2,408
2,810
3,087
2,712
3,1993,195
3,799 3,7313,606
3,510
3,9774,099
4,454
Num
ber
of
pers
ons
aged 1
4 y
ears
and o
ver
('000s)
+Mobile data
Source: ABS 8153.0 - Internet Activity, Australia, December 2012
Volume of data downloaded by mobile handset in 3 month reporting period (TB)
Dec-11 Jun-12 Dec-120
2000
4000
6000
8000
10000
12000
14000
16000
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VicHealth activity
+Mix of app creators
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Quantified self
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Source: Swan M. (2012) The Realization of Personalized Medicine through Crowdsourcing, the Quantified Self, and the Participatory Biocitizen, J Pers Med, 2:93-118. doi:10.3390/jpm2030093
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Workplace-based activities
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Challenges, barriers and enablers
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Audiences may be more difficult to target and define on social media
(clustering by interest may make psychographics more relevant)
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Potential to exacerbate inequalities
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Resources
Digital advertising has been proven to be a very cost-effective tool
Developing and promoting a successful social media campaign may be lower cost than a mass media campaign but it can be time and human resource intensive
Simple and low tech and low cost campaigns can be highly effective when conducted through the appropriate channels
Staff
Staff need to be trained in online health promotion, social media analytics and developing shareable, content
A personal approach, from individual staff members, rather than a ‘”corporate” profile page may be more effective in reaching users
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Cost
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Risks
+1. Do not mix the professional and the personal in ways likely to bring your employer into disrepute.2. Do not undermine your effectiveness at work.3. Do not imply employer endorsement of your personal views.4. Do not disclose confidential information obtained through work.
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Who owns your content and social graph?
(beware the Facebook algorithm AKA EdgeRank)
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Promising areas for research
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Experimentation
New messages
Viral
Funding
Monitoring
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