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The Facts, Fictions and Objects of Social Media

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Presentation on social media to the American Academy of Pediatrics District V and X meeting in St. Pate Beach, FL 29 June 2013.
Narrative to fit with the slides can be found at:
5 fictions about social media for public health and healthcare

Social objects: Sharing devices of object-centered sociality.

Social technologies for social marketing and social change (Chapter 12), In Lefebvre, R.C. Social marketing and social change: Strategies and tools for improving health, well-being and the environment. San Francisco: Jossey-Bass, 2013.

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The Facts, Fictions and Objects of Social Media

  1. 1. The Facts, Fictions and Objects of Social Media American Academy of Pediatrics District V & X Meeting St. Pete Beach, FL 29 June 2013 R. Craig Lefebvre, PhD Research Professor, University of South Florida College of Public Health & chief maven, socialShift
  2. 2. What Does Social Media Do? • Becomes a collaborative platform • Harnesses collective intelligence • Enables everyone to be a content creator • Provides greater access to knowledge and information resources • Encourages media multiplexity • Expands and manages social networks
  3. 3. Creating Webs for Change
  4. 4. Shifting Focus from Individuals to Connections How do we design experiences people want to share?
  5. 5. Social Media Strategies for Marketing Health • How do I add social media features to my health products, services, and programs? • How do I use these technologies to overcome psychological and social barriers (costs) people have to engaging in new behaviors, develop new incentives and rewards, and create new ways of providing social support to people who are trying to change behaviors? • How can I place-shift; use SNS, co-presence, and virtual worlds; and add GPS to create scalable health care and health promotion programs? • How do I facilitate conversations among people, and not aim messages at them?
  6. 6. We can reach and change the behavior of our target audience through social networking sites like Facebook and Twitter
  7. 7. Fiction 1: We can reach people
  8. 8. Find Your Way to Where Your Patients Are
  9. 9. Fiction 2: We can change people
  10. 10. Fiction 3: We can change health behaviors Most people who participate on SNS or in online health communities do so at very low levels of activity.
  11. 11. Fiction 4: Our target audiences use social media
  12. 12. Fiction 5: Go where the numbers are
  13. 13. Understand User Behavior And that It Changes Over Time
  14. 14. Social Objects The reason two people are talking to each other, as opposed to talking to somebody else.
  15. 15. A social object is the centerpiece in a dialogue between two or more people.
  16. 16. Social Networks form around Social Objects, not the other way around.
  17. 17. Social objects are transactional, facilitating exchanges among those who encounter them.
  18. 18. If markets are conversations, then marketing is about the things that conversations are about.
  19. 19. In: Tchuenche JM & Chiyaka C. (2009). Infectious Disease Modelling Research Progress.
  20. 20. Implications of Social Media for Your Practice • Put social in your social media • Collaborate and co-create content • Create or point people to places where they can share experiences • Don’t think about big numbers, think ‘community’ • Honor the trust barometer • Follow professional standards
  21. 21. The most important asset in The New Marketing is “having something worth talking about.”