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Public Health 2.0
1. Public Health 2.0: New media for advancing health… …and advancing your career! Jay Bernhardt, PhD, MPH Twitter: @jaybernhardt
2. Foundations and Principles New Media Interactive, digital, networked, impartial Web 2.0 Interactive information sharing & collaboration Social Networks Interdependent connections of nodes (individuals or groups) User Generated Content (UGC) Produced by end-users Open Source Design through UGC Personalization Tailored to receivers Digital Divide Gaps in direct and indirect access to IT
3. Health & New Media Taxonomy New media can support public health practice Increase reach and impact of public health surveillance, interventions, campaigns, outreach, public engagement Challenges: professional and public information access New media can support (or can hurt) your career Increase effectiveness, efficiency, productivity, decision making, interpersonal relations, quality time Staying connected with others, share information, have fun Challenges: mixing professional with personnel balancing online and offline interactions
5. Effective Public Health… Providing health information and productswhen, where, and how people want them and need them to inform healthy and safe behaviors Use customer-centered strategies Make information accessible and relevant Mix high repetition with deep engagement Combine high-tech with high-touch New media is a growing channel for interventions
7. Communication 1.0 vs. 2.0 Most trusted = People Like Me - Edelman trust barometer Traditional Media (vertical) Social Media (horizontal) “My Way” Communication
8. The Power of Peer Influence “People Like Me” “We 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.” --Richard Edelman, President and CEO, Edelman. Source: http://www.edelman.com/news/showone.asp?id=102
10. Public Engagement "This office will 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
13. World Map of Social Networks Image Source: http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png
14. Social Media Utilize Existing Networks Average Number of Facebook Friends in 2007: 164Median Number of Friends: 132 http://buzzcanuck.typepad.com/agentwildfire/2007/10/facebook-averag.html http://www.whatsnextblog.com/archives/social_media_chart_small.jpg
18. Micro-Blogging: Twitter “I think there 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.”
24. Accessible, Personal, & Portable “Mobile users are inseparable from their devices… And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.” Average number of hours per day mobile phones are within arm’s 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: It’s Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer_2000589.aspx
30. Feedback from Media & Experts “…The 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 experts… …So yes, swallow your pride. We can learn from the ‘big, fat, impenetrably slow and bureaucratic’ agencies out there. Suck it up and take action.” -- Pete BlackshawAdvertising Age
36. How to Speak Twitter Tweet: An individual Twitter post @Replies: A reply to an individual Twitter user, also refers to a user’s profile Follow: Receiving an individual’s Twitter updates Fail Whale: The image that is shown when Twitter is “over-capacity” Direct Message: A private (140-character) message sent directly to an individual ReTweet or RT: Sharing another user’s tweets with followers Hashtag or #:A way to categorize tweets around a certain topic or event Live Tweet:Reporting an event as it happens via Twitter
38. The Future of New Media Location, Location, Location GPS and Geocoding Apps, Apps, and more Apps There is (or will be) an app for everything Convergence of Everything Media, Data, Devices Health issues?
43. Moving from 1.0 to 2.0 Understand your audiences’ access levels Communities or competitors or employers Assume everything is stored forever Maximize your privacy settings Build and feed your professional network Embrace change but retain your values
44. Thank you Blog: http://blogs.cdc.gov/healthmarketingmusings Twitter: http://www.twitter.com/jaybernhardt Email: jbernhardt@cdc.gov