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Public Health 2.0
The document discusses how new media such as social networks, user-generated content, and mobile technologies can be used for public health purposes. It outlines how public health organizations can increase the reach of their interventions and engage with the public through these new channels. While new media provides opportunities, it also presents challenges regarding information access and balancing professional and personal interactions online. The CDC is highlighted for its use of Facebook, Twitter, and mobile messaging to share health information with broad audiences.
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Public Health 2.0
- 1. Public Health 2.0:New media for advancing healthâŠâŠand advancing your career!Jay Bernhardt, PhD, MPHTwitter: @jaybernhardt
- 2. Foundations and PrinciplesNewMediaInteractive, digital, networked, impartialWeb 2.0Interactive information sharing & collaborationSocial NetworksInterdependent connections of nodes (individuals or groups)User Generated Content (UGC)Produced by end-usersOpen SourceDesign through UGCPersonalizationTailored to receiversDigital DivideGaps in direct and indirect access to IT
- 3. Health & NewMedia TaxonomyNew media can support public health practiceIncrease reach and impact of public health surveillance, interventions, campaigns, outreach, public engagementChallenges: professional and public information access New media can support (or can hurt) your careerIncrease effectiveness, efficiency, productivity, decision making, interpersonal relations, quality timeStaying connected with others, share information, have funChallenges: mixing professional with personnelbalancing online and offline interactions
- 4. The Power ofNew Media
- 5. Effective Public HealthâŠProvidinghealth information and productswhen, where, and how people want them and need them to inform healthy and safe behaviorsUse customer-centered strategiesMake information accessible and relevantMix high repetition with deep engagementCombine high-tech with high-touchNew media is a growing channel for interventions
- 6. The Proliferation ofScreens
- 7. Communication 1.0 vs.2.0 Most trusted =People Like Me- Edelman trust barometerTraditionalMedia (vertical)Social Media(horizontal)âMy Wayâ Communication
- 8. The Power ofPeer InfluenceâPeople Like MeââWe have reached an important juncture, where the lack of trust in established institutions and figures of authority has motivated people to trust their peers as the best sources of information.â--Richard Edelman, President and CEO, Edelman. Source: http://www.edelman.com/news/showone.asp?id=102
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- 10. Public Engagement"This officewill seek to engage as many Americans as possible in the difficult work of changing this country, through meetings and conversations with groups and individuals held in Washington and across the country." 10
- 11. New Media forPublic Health
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- 13. World Map ofSocial NetworksImage Source: http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png
- 14. Social Media UtilizeExisting NetworksAverage Number of Facebook Friends in 2007: 164Median Number of Friends: 132http://buzzcanuck.typepad.com/agentwildfire/2007/10/facebook-averag.htmlhttp://www.whatsnextblog.com/archives/social_media_chart_small.jpg
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- 16. Social Networks--Current CDCPartners
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- 18. Micro-Blogging: TwitterâI thinkthere is, every few seconds, a tweet on this topic. It's clear that, if you can give people something to do, something real to do that could help improve their health and reduce their risk, that's very empowering during a difficult situation.â
- 19. Shared Media: Video,Audio, Images
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- 24. Accessible, Personal, &PortableâMobile users are inseparable from their devices⊠And as these devices become more capable, they are evolving into extensions of usersâ desktops and home communications and entertainment systems.âAverage number of hours per day mobile phones are within armâs reach: 19 hours(From: Pew Internet & American Life Project, The Social Life of Health Information, Accesed September 10, 2009ttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx)From: eMarketer, Mobile Users and Usage: Itâs Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer_2000589.aspx
- 25. http://m.cdc.gov Over 242,000views of mobile flu pages alone since April 22nd
- 26. Mobile Text MessagingPilotLaunched September 2009
- 27. Subscribers receive aboutthree messages/week
- 28. H1N1 flu messagesand other health topics
- 29. Health message testingand user evaluationBe Everywhere
- 30. Feedback from Media& ExpertsââŠThe CDC is clearly making an effort to provide site visitors with multiple ways and formats to consume this serious content, from video explan-ations to podcasts featuring health domain expertsâŠâŠSo yes, swallow your pride. We can learn from the âbig, fat, impenetrably slow and bureaucraticâ agencies out there. Suck it up and take action.â-- Pete BlackshawAdvertising Age
- 31. New Media forStudents & Professionals
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- 35. To Tweet orNot to Tweet?
- 36. How to SpeakTwitterTweet: An individual Twitter post@Replies: A reply to an individual Twitter user, also refers to a userâs profileFollow: Receiving an individualâs Twitter updatesFail Whale: The image that is shown when Twitter is âover-capacityâDirect Message: A private (140-character) message sent directly to an individualReTweet or RT: Sharing another userâs tweets with followersHashtag or #:A way to categorize tweets around a certain topic or eventLive Tweet:Reporting an event as it happens via Twitter
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- 38. The Future ofNew MediaLocation, Location, LocationGPS and GeocodingApps, Apps, and more AppsThere is (or will be) an app for everythingConvergence of EverythingMedia, Data, DevicesHealth issues?
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- 43. Moving from 1.0to 2.0Understand your audiencesâ access levelsCommunities or competitors or employersAssume everything is stored forever Maximize your privacy settingsBuild and feed your professional networkEmbrace change but retain your values
- 44. Thank youBlog: http://blogs.cdc.gov/healthmarketingmusingsTwitter: http://www.twitter.com/jaybernhardt Email: [email protected]