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Engaging Communities Through Social Media:
Effectiveness, Impact, and Outcomes
Bruce Newbold October 29, 2014
800-266-1832 | www.ktdrr.org
Copyright ©2014 by SEDL. All rights reserved. Funded by NIDRR, US Department of Education, PR# H133A120012. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy,
recording, or any information storage and retrieval system, without permission in writing from SEDL (4700 Mueller Blvd., Austin, TX 78723), or by submitting an online copyright request form at www.sedl.org/about/copyright_request.html. Users may need to secure additional permissions from copyright holders whose work SEDL included after obtaining permission as noted to reproduce or adapt for this presentation.
Engaging Communities Through Social Media: Effectiveness, Impact,
and Outcomes
Bruce Newbold, PhD School of Geography & Earth Sciences
McMaster University Hamilton, ON
[email protected] 905.525.9140 x27948
October 2014
Social Media: The ‘Big’ Ques5ons
• What is the effec5veness of social media for messaging?
• What is the impact of social media? • Does the use of social media address inequali5es?
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Overview
• What is Social Media? • Using Social Media for Dissemina5ng Informa5on • Who uses Social Media? • Barriers to use of Social Media
– America’s ‘Digital Divide’ – Disabled use
• What is the Effec5veness of Social Media? • Using Social Media: Prac5cali5es • Concluding Thoughts
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The medium is the message (Marshall McLuhan, 1964)
• Medium as anything from which change emerges (i.e., social media), but shapes/controls ac5on
• Message as change of pace/paTern • Social media as a medium which can drive change through message, but message must also have best condi5ons for growth
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What is social media?
• TwiTer, Facebook, YouTube, and Blog sites – ‘Web 2.0’: Defined by interac5ve user environments enabling users to contribute content
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Using Social Media for Dissemina5ng Informa5on (1) • Used to keep in touch with family, friends, engage in conversa5ons, disseminate informa5on, and to learn
• Social media as a news source • Users link or share informa5on (i.e., from news websites)
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Using Social Media for Dissemina5ng Informa5on (2) • Benefits of using social media include:
– Real 5me informa5on – Informa5on can be conveyed in different forms (i.e., video, text) and bring informa5on to people with special needs
– Increased number of interac5ons – Shared and tailored informa5on
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Using Social Media for Dissemina5ng Informa5on (3)
– Increased number of sources of informa5on – Spaces where issues can be shared and discussed by different audiences
– Provision of peer, social, and emo5onal support for the public.
– Poten5al to increase the accessibility and depth of informa5on available to various groups, regardless of socioeconomic status, age, race, ethnicity or loca5on
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Who uses Social Media?
• Type of social media applica5on can cater to a different demographic – Youth more likely to use social media, but elderly are increasingly likely to use social media
– Dissemina5on by Government / service providers / community groups / individuals: • hTps://twiTer.com/Disabilitygov • hTps://twiTer.com/WHOdisability 10
Barriers to use of Social Media
• Loca5on / access to internet • Knowledge of compu5ng (eHealth literacy) • Socio-‐demographic: Low educa5on, low income (‘digital divide’), language ability/literacy, and physical ability
• Impact of disability: Lower income, older, and lower levels of educa5on
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America’s ‘Digital Divide’
12 Source: Rainie, L. 2013. Digital Divides. Pew Research Center hTp://www.pewinternet.org/2013/11/05/the-‐state-‐of-‐digital-‐divides-‐video-‐slides/
Use of Social Media (1)
• 54% of adults with a disability use the internet (vs. 81% of adults with no disability) – Share same barriers to use as broader popula5on:
– But, disability may create an addi5onal disadvantage in that individuals with disability may be further isolated from society.
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Use of Social Media (2)
• No broadband at home equals: – Disadvantage in finding job opportuni5es or learning career skills.
– Disadvantage in geing health informa5on. Source: Fox S. 2011. Americans living with disability and their technology profile. Pew Research Center. hTp://www.pewinternet.org/files/old-‐media/Files/Reports/2011/PIP_Disability.pdf
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Use of Social Media (3)
• Broadband at home means: – Greater likelihood of accessing health informa5on in online forums and discussion groups, and more likely to post their own experiences
– ‘Deeper’ connec5on to online world
Source: Fox S. 2011. Americans living with disability and their technology profile. Pew Research Center. hTp://www.pewinternet.org/files/old-‐media/Files/Reports/2011/PIP_Disability.pdf
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Use of Social Media (4)
• Social Media may improve connec5ons with peers and health providers.
• Adap5ve technology devices will help to facilitate access
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What is the Effec5veness of Social Media? (1) • Complements tradi5onal (print, broadcast) media – Social media less objec5ve than tradi5onal media
– Social media lacks the same controls and oversight of tradi5onal media, it may undermine public health recommenda5ons.
– Reliability, volume, and inaccuracy of content
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What is the Effec5veness of Social Media? (2) • Effec5veness of social media remains ques5onable – Responses will vary based on individual values, peers, social, demographic, socioeconomic, and cultural situa5ons
– Few studies report behavioral change: Mixed or modest impact
– Users may not know how to apply informa5on, and it may preclude users from consul5ng health professionals 18
Using Social Media: Prac5cali5es
• US Centers for Disease Control and Preven5on (CDC) lists the ‘Three P’s’ of social media: personaliza5on, presenta5on and par5cipa5on
• CDC: Developed a set of best prac5ces documents and a toolkit: – hTp://www.cdc.gov/SocialMedia/Tools/guidelines/
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Using Social Media: Prac5cali5es (2)
• CDC recommends: – Developing clear objec5ves for social media campaigns
– Iden5fy target audience – Iden5fy resources:
• Staff: who posts, content checking, frequency of pos5ng Policy on use
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Concluding Thoughts
• Social Media is rapidly changing: – How we communicate – Reach
• But, one size does not fit all! • Know what you are going to do: Have a game plan
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Ques5ons?
• Thank you!
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Useful References:
• Centers for Disease Control and Preven5on. (2010). The Health Communicator’s Social Media Toolkit. Atlanta, GA. Retrieved from: hTp://www.cdc.gov/SocialMedia/Tools/guidelines/
• Kontos, E. Z., Emmons, K. M., Puleo, E., & Viswanath, K. (2010).
Communica5on inequali5es and public health implica5ons of adult social networking site use in the United States. Journal of Health Communica@on, 15, 216-‐35.
• Madden, M. (2010). Older adults and social media. Pew Internet & the American Life Project. Retrieved from: hTp://www.pewinternet.org/2010/08/27/older-‐adults-‐and-‐social-‐media/
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Useful References (2): • Mahar, C. A., Lewis, L. K., Ferrar, K., Marshall, S., De Bourdeaudhuij, I., &
VandelanoTe, C. (2014). Are Health Behavior Change Interven5ons That Use Online Social Networks Effec5ve? A Systema5c Review. Journal of Medical Internet Research, 16(2), e40. doi: 10.2196/jmir.2952
• Moorhead, S. A., HazleT, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013). A New Dimension of Health Care: Systema5c Review of the Uses, Benefits, and Limita5ons of Social Media for Health Communica5on. Journal of Medical Internet Research, 15(4). doi: 10.2196/jmir.1933
• Newbold, K.B. & Campos, S. 2011. Media and Social Media in Public Health Messages: A Systema@c Review. Available at: hTp://www.mcmaster.ca/mieh/research/publica5ons.html
• Newbold, K.B. 2014. Social Media in Public Health. Report prepared for
Na5onal Collabora5ng Centre for Healthy Public Policy, (Forthcoming) hTp://www.ncchpp.ca/en/
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Useful References (3)
• Norman, C. D. & Skinner, H. A. (2006). eHealth Literacy: Essen5al Skills for Consumer Health in a Networked World. Journal of Medical Internet Research, 8(2), e9. doi: 10.2196/jmir.8.2.e9
• Ziebland S and Wyke S. 2012. Health and Illness in a Connected World: How Might Sharing Experiences on the Internet Affect People’s Health? The Millbank Quarterly, 90(2): 219–249.
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Disclaimer This presentation was developed for grant number H133A120012 from the National Institute on Disability and Rehabilitation Research (NIDRR), Office of Special Education and Rehabilitative Services (OSERS), U.S. Department of Education. However, the contents do not necessarily represent the policy of the Department of Education, and you should not assume endorsement by the federal government.
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