Social Media's Role in Public Health: Case Study of Baby and Me Campaign
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This document summarizes a presentation about using social media for public health campaigns. It defines social media and provides examples of how organizations are using popular tools like Facebook and Twitter. It then describes the "Baby and Me" campaign aimed at improving birth outcomes for at-risk groups in Newark. The campaign goals, target audiences, and current status launching online and social media presences are outlined. Resources for learning more about using social media for nonprofits are also listed.
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Social Media's Role in Public Health: Case Study of Baby and Me Campaign
- 1. Social Media & Public Health Gateway Northwest Maternal & Child Health Network Annual Meeting March 31, 2011 Farra Trompeter (@farra)
- 3. What we’ll cover today •  Social media overview •  Key tools and case studies •  Baby and Me campaign
- 6. Social Media •  Online •  Open •  Flexible •  Dynamic •  Highly accessible •  Interactive •  Real-time Media that allow for open interaction between content producers and content consumers
- 9. But why does it matter?
- 11. “Interactive media has the potential to revolutionize the field of public health. Interactive communication and knowledge sharing engages users and provides the opportunity for relevant and meaningful health information. Using these new channels, public health communicators can allow users to personalize health information, participate in two-way conversations on health topics, and access credible health information at the time they are making critical health decisions.” Source: CDC Health Marketing – eHealth Marketing Fact Sheet
- 12. Trends •  81% of 18–33 year-olds online use social network sites •  70% of black and Hispanic online adults use social network sites •  Black and Hispanic online adults are significantly more likely to use Twitter than white online adults •  Black and Hispanic adults are most likely to use wireless or mobile internet Source: Pew Internet & American Life Project
- 13. Trends •  19% of internet users look online for information about pregnancy and childbirth •  40% of online consumers turn to social media for health information. •  61% of people now use the Internet instead of visiting a doctor. Source: Pew; http://www.tlnt.com/2011/02/21/some-social-media-stats-that-even-surprised-us/
- 15. How does it all come together?
- 31. Let’s look at a few more examples, tools and channels…
- 48. Great. So tell me about Baby and Me?
- 49. What is Baby and Me? •  Baby and Me campaign goals for Greater Newark: •  Improve access to early entry into prenatal care •  Decrease percent of low birth weight babies •  Decrease percent of preterm births •  Increase availability of preconception and interconception care
- 50. What is Baby and Me? •  Baby and Me campaign goals (cont.): •  Promote risk reduction screening •  Reduce risks indicated by a previous adverse pregnancy outcome through interventions between pregnancies •  Integrate preconception and interconception health education into state provided services •  Improve perinatal outcomes for pregnant teens
- 51. Who are we trying to reach? Primary audiences: •  African–American women in the Greater Newark area, age 15–44 •  Hispanic women in the Greater Newark area, age 15–44
- 52. Who are we trying to reach? Secondary audiences: •  Community–based organizations in Greater Newark •  Families of pregnant women
- 53. Desde que quedamos embarazados, nos hemos comunicado sobre nuestras citas con los doctores y la salud de nuestros niños. Ashley y Jamie, Newark Tu bebé te necesita – antes, durante . . y después del embarazo. www.BebeYYo.org !"#$%&'()'*+*%$"%,-*-./*0(%.(-%1(-0("%0$2%3$&*'#*+$-#(%0$%4*250%6%4$'7/./("%*%!-7$8$./$-#$"%0$2%!"#*0(%0$%95$7*%:$'"$6;
- 56. What social media tools are our audiences using? ●  Slightly more female ●  Mostly aged 13-34 ●  More black visitors than internet average ●  Peak at the 18-34 age group ●  Less wealthy than those on Facebook ●  More black and Hispanic visitors than internet average Source: Quantcast
- 57. Where is the campaign now? •  March 2011 •  Launching BabyAndMe.org & BebeYYo.org •  Launching 855-5-BabyAndMe •  Launching transit advertising •  April 2011 •  Producing brochures and posters •  Advertising and event at Jersey Gardens mall •  Launching social media presence
- 59. Resources •  NTEN: We Are Media http://www.wearemedia.org •  Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php •  Case Foundation: Social Media Tutorials http://www.casefoundation.org/social-media-tutorials •  Nonprofit Social Media Benchmarks Study http://www.e-benchmarksstudy.com/socialmedia/
- 60. Resources •  Big Duck: Website, eNews, and Duck Call Blog http://www.bigducknyc.com http://www.bigducknyc.com/blog •  Beth Kanter’s blog http://www.bethkanter.org/ •  John Haydon’s blog http://www.johnhaydon.com/ •  Pew Internet & American Life Project http://www.pewinternet.org