Doing More with Doing More with Less:Less:Diabetes Partnerships & Diabetes Partnerships & Social MediaSocial Media• Grant Sunada, MPH• Erin Hendricks, MPH(c)

[Image credit: sunriver2009.nwgis.org]

www.SlideShare.net/UtahDiabetes

WARNINGWARNING• REMEMBER:

– Social media is a communication tactic.  – Social marketing is a strategic process for

effecting social change

http://www.socialmarketingpanorama.com/social_marketing_panorama/2009/12/if-someone-mentions-messages-communication-or-social-media-in-the-same-breath-as-social-marketing-ki.html

If Someone Mentions Messages, Communication or Social Media in the Same Breath as Social Marketing,

KICK THEM IN THE SHINS!from Mike Newton-Ward, Social Marketing Consultant at North Carolina Division of Public Health, @sm1guru

Social Media & Diabetes Social Media & Diabetes What’s happening today with

Chronic Disease & the InternetChronic Disease & the Internetby Susannah Fox (@SusannahFox), Kristen PurcellMarch 24, 2010

• U.S. adults living with chronic disease are – Less likely to have access to the internet (62%

vs. 81% of healthy U.S. adults)• Independent of education, age, income, etc

– More likely, once online, to take advantage of social media to

• share what they know• learn from their peers

http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspxSee also Susannah Fox & Sydney Jones; Jun 11, 2009; http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx

Chronic Disease & the InternetChronic Disease & the Internet(continued)

• Majority with access look online for health information (83%)

• More than half of e-patients living with chronic disease consume user-generated information– 1 in 5 create online health content– 1 in 4 use a social networking site– 1 in 13 use online health group, forum, or

listserv

• “Diving deeply into a health topic”

http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx

Chronic Disease & the InternetChronic Disease & the Internet(continued)

• Internet a supplement, not a substitute for professionals– “Now … I never go without asking [my doctor]

what’s important about my health.”– “…provided comfort in knowing that my

symptoms were not ‘just in my head,’”– “…helped me take steps to adjust to living

with a chronic condition.”– “I live in a small town and it is helpful to be

able to find others that have the same condition as I do.”

http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx

““Who then can Who then can softly bind up softly bind up the wound of the wound of another as he another as he who has felt who has felt the same the same wound wound himself?”himself?”Thomas Jefferson, 1786, in a letter to a friend

http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspxhttp://www.pbs.org/jefferson/archives/documents/ih195811.htm

http://www.pointtopoint.com/index.php/2009/11/5-ways-to-do-more-with-less/

Doing More with Less?Doing More with Less?

Doing More with Less?Doing More with Less?

• Communicate better with partners– Who all use the Internet– Who work with our target audiences

• Communicate better with e-patients – And help them provide support to those

without Internet access

• Track these interactions

Social Media & Social Media & Diabetes PartnershipsDiabetes Partnerships

Doing More with Less through

Twitter & Networking Twitter & Networking • Engage in 20-minutes a

day– Schedule updates to post

throughout the day• Hootsuite

– Use Google Alerts to track latest news

• “Utah” AND “diabetes”– Respond to @ replies

from previous day– Connect with the well-

connected– Build Twitter lists if your

network becomes complex

• Public health, social marketers, diabetes experts and bloggers, news agencies and reporters

– Like reading a newspaper that you put together

Modified from Social Media 102: http://bcdcideas.wordpress.com/2009/11/04/cnafall09/

Google Documents & Google Documents & Collaboration Collaboration

• Permit viewers and editors

• Designate recorder of minutes– Not everyone wants

to post comments online

• More likely to access latest version– No more track

changes• E-mailed & Tweeted

when updates are made

Google Documents & Google Documents & Collaboration Collaboration (continued) (continued)

Goal = Support & EmpowerGoal = Support & Empower

Target Behaviors

Reflect on prevention efforts and self-management experimentsDiscuss the emotional experience of preventing and living with diabetesEngage in systematic person-centered goal setting and problem solvingFind answers to clinical questions, culturally tailored education materials, and local resources

Target Audiences

Community Leaders/Cultural

Influencers

Diabetes Professionals

Family Leaders

People with (and at risk for) diabetes

http://www.pewinternet.org/Press-Releases/2004/New-Report-on-Libraries-and-the-Digital-Divide.aspx Martha M. Funnell, Robin Nwankwo, Mary Lou Gillard, Robert M. Anderson, and Tricia S. Tang. Implementing an Empowerment-Based Diabetes Self-management Education Program. The Diabetes Educator, 2005, 31: 53-61.

Not Yet…

Diabetes Story BankDiabetes Story Bank

• Everyone has a story

Some videos werefilmed atAssociation ofDiabetes Educators inUtah conference

Recruit Diabetes Bloggers

http://inspiredbydiabetes.blogspot.com/

Tracking the Faces of DiabetesTracking the Faces of Diabetes

• Total views: 2,370• Utah views: 1,068

Tracking the Faces of DiabetesTracking the Faces of Diabetes(continued)(continued)

• Comments

Social Media & Next StepsSocial Media & Next Steps

Streamline the Faces of DiabetesStreamline the Faces of Diabetes

• Analyzing focus group data– Gather and organize stories by topic– Simplify the messages

• Too long

– Attach related facts and links to resources– “I don’t have a story”

• Other group member, “YES! You do!”

– Focus groups became support groups• Increased motivation to manage diabetes

– Take them offline• DVD, libraries, support groups

Building a Utah Diabetes Social Building a Utah Diabetes Social Marketing AllianceMarketing Alliance

• 5-Year Plan• Continue to recruit partners• Expand to reach multiple audiences

through multiple mediums

Target Audiences

Community Leaders/Cultural

Influencers

Diabetes Professionals

Family Leaders

People with (and at risk for) diabetes

Is Your Boss Anti-SocialIs Your Boss Anti-Social

• “Pretty Please” Convincing Your Boss to Take the Plunge into Social Media

• Bosses, Executive Directors, co-workers and all your social media doubters fear one of three things:– Loss of control of message and brand– Mean people will say mean things about you– There isn’t enough time to sustain your

engagement• These fears are legitimate, but are also

seeded in a lack of understanding of social media.

• Here are some quick answers to those concerns…

… … Media?Media?

http://www.social-marketing.com/blog/2010/03/guest-post-pretty-pleaseconvincing-your.html

Dawn Crawford, Communications Director at the Colorado Children's Immunization Coalition,@ImmunizeCOKids on Twitter

Contact Info

• Grant Sunada, MPH• Diabetes Prevention and

Control Program– Utah Department of Health

• (801) 538-6896• gsunada@utah.gov• twitter.com/UtahDiabetes• slideshare.net/UtahDiabetes