beaupierre social media stages of change apha2014
DESCRIPTION
Presentation from American Public Health Association (APHA) Annual Meeting 2014 In New Orleans. Part of a panel presentation on Using Social Media to Promote HealthTRANSCRIPT
Social Media Stages of Change:
Why moving to “action” is right for public health
Melissa Beaupierre, MPH, CPH
@mpbeau
APHA Annual Meeting
November 18, 2014
#SMinPH
A Digital Spin on Stages of Change
1. Precontemplation
2. Contemplation
3. Preparation4. Action
5. Maintenance
P.H. is too serious –No Way!
Well Maybe…
But only if…
Let’s pick a Twitter handle.
What’s the topic for
this month’s
chat?
#SMinPH
1
1 - Prochaska & DiClemente, 1983; Prochaska, DiClemente, & Norcross, 1992
Public Health Use of Social Media
Robert Wood Johnson Foundation
Using Social Media to Extend the Reach of Local Public Health Departments – July 2013
iHealthBeat - Public Health Departments Use Social Media for Education and Monitoring – Dec 2013
Heldman AB, Schindelar J, Weaver JB III. Social media
engagement and public health communication: implications for public health organizations being truly “social”. Public Health Reviews. 2013;35:
#SMinPH
Public Health Use of Social Media
NACCHO Report – Riding the Mobile Wave – Feb 2014
NACCHO surveyed 2,532 of the nation's 2,800 local health departments about their use of social media. Findings:
44% use Facebook;
18% are active on Twitter;
12% are on YouTube; and
5% are using blogs and LinkedIn.
Health Department Use of Social Media to Identify Foodborne Illness — Chicago, Illinois, 2013–2014
Morbidity and Mortality Weekly Report (MMWR); August 15, 2014 / 63(32);681-685
#SMinPH
Short Survey – Oct/Nov 2014
#SMinPH
Short Survey – Oct/Nov 2014
#SMinPH
25 Responses
19 are Using Social
14 Using Social >3 years
100%
47%26%
95%
26%
% of agencies reporting use – #SMinPH survey 2014N=25
16%
G+ YouTube
10%
#SMinPH
Who May Need Convincing?
#SMinPH
Moving through the Stages…
1.
Precontemplation
2. Contemplation
3. Preparation4. Action
5. Maintenance
P.H. is too serious –No Way!
Well Maybe…
But only if…
Let’s pick a Twitter handle.
What’s the topic for
this month’s
chat?
#SMinPH
Agencies at Pre-contemplation or Contemplation
“PH is serious”, “well maybe”
Health Department Use of Social Media to Identify Foodborne Illness —Chicago, Illinois, 2013–2014Morbidity and Mortality Weekly Report (MMWR); August 15, 2014 / 63(32);681-685
NACCHO Report – Riding the Mobile Wave – Feb 2014 (emergency preparedness)
NACCHO surveyed 2,532 of the nation's 2,800 local health departments about their use of social media. Findings:44% use Facebook;18% are active on Twitter;12% are on YouTube; and5% are using blogs and LinkedIn.
#SMinPH
Moving through the Stages…
1. Precontemplation
2. Contemplation
3. Preparation4. Action
5. Maintenance
P.H. is too serious –No Way!
Well Maybe…
But only if…
Let’s pick a Twitter handle.
What’s the topic for
this month’s
chat?
#SMinPH
Agencies at Preparation or Action
“But only if”, “Let’s Pick a Twitter Handle”
• Use CDC’s Guidelines to support your planning -http://www.cdc.gov/socialmedia/tools/guidelines/
• iHealthBeat - Public Health Departments Use Social Media for Education and Monitoring – Dec 2013
• Look at Existing Content
• Establish some baselines
#SMinPH
Moving through the Stages…
1. Precontemplation
2. Contemplation
3. Preparation4. Action
5. Maintenance
P.H. is too serious –No Way!
Well Maybe…
But only if…
Let’s pick a Twitter handle.
What’s the topic for
this month’s
chat?
#SMinPH
Agencies at Maintenance
#SMinPH
Ongoing Evaluation enables you to:
Understand what’s working and what’s not
Adjust and improve your content topics
Demonstrate the value of social media outreach
Understand your audience and influencers
Potential Metrics/Measurements
• Retweets/favorites
• Unique sources
• Conversation cloud
• Top contributing participants
• Most influential participants
• Geographic distribution
• Web metrics (click-throughs)
• Transcript
#SMinPH
Social Media Resources
CDC’s social media page
http://www.cdc.gov/socialmedia/tools/guidelines/
CDC NPIN – In the Know: Social Media for Public Health webcast series – npin.cdc.gov
#SMinPH
Chicago Dept. of Public Health
@ChiPublicHealth
AIDS.gov - @AIDSgov
Oklahoma City County Health Dept.
www.facebook.com/OCCHD
Univ. of Texas – MD Anderson Cancer Centerwww.facebook.com/MDAnderson
NY State Dept. of Health,Bureau of STD – Take Control Project
www.facebook.com/TakeControl
Multnomah County Health Dept. (OR) -@MultcoSTDinfo
Thank You – Survey Respondents
#SMinPH
What Now?
Check Slideshare for a copy of these slides –
www.slideshare.net/mpbeau
Connect for further discussion:
www.linkedin.com/in/mbeaupierre
THANK YOU
#SMinPH