Post on 03-Aug-2020
Center for Public Health Practice UC Berkeley School of Public Health
Welcome to the Health Communication Matters! Webinar
Health Communications Working Group Community Health Planning & Policy Development California Public Health Association-North
Shifting the Narrative: The Role of Social Media in Public Health Communication
Agenda 1. Review of session objec0ves 2. Introduc0on of today’s speakers 3. Global Health & Social Media Overview 4. Q & A 5. Case Study: Vaccinate California 6. Q&A 7. Conclusion
Objectives • Discuss the current state of social media and the role of visual
social media in health communica0ons. • Analyze the use of visual social media in vaccine-‐themed
discourse. • Understand the strategy and tac0cs of an0-‐vax groups on
social media channels. • Learn ways that the opposi0on uses these channels in an
aVempt to stop legisla0ve efforts to counteract their nega0ve impact on vaccina0on rates.
• Discuss counter-‐strategies for ac0vely engaging and ac0va0ng the silent majority who vaccinate.
Health Literacy: Undervalued by Public Health? A tool for public health professionals. Prepared for the American Public Health Associa0on Community Health Planning & Policy Development Sec0on
Tammy Pilisuk, MPH AUG 2011
Other Events in HCM Series • The Challenge of Numeracy: Why Simply Providing Data is Not Enough • Design MaBers! IntegraEng Design into Public Health CommunicaEons:
Two Case Studies • Storytelling as Health CommunicaEon: FighEng Obesity and Diabetes • Making Web Design Work for People with Limited Vision • PowerPoint Tips & Tricks • PuNng Culture Into PracEce: CommunicaEng with Diverse LaEno
CommuniEes • Applying Health Literacy to Health Insurance: How We Can Help
Consumers • CommunicaEng the Affordable Care Act hVp://sph.berkeley.edu/health-‐communica0on-‐maVers-‐webinar-‐series
Who is in our audience: Geography
Par0cipant Loca0on
California Washington 40 other US states Interna0onal
Who is in our audience: Organization
• Top organiza0ons represented: city, county, tribal and state health departments; CDC and academic ins0tu0ons
• Others organiza0ons: health insurance plans; health systems/hospitals; nonprofits
Who is in our audience: Participant Titles
Who is speaking today . . .
Jeanine Guidry Ph.D. student in Social and Behavioral
Sciences Virginia Commonwealth University
& Affiliate graduate researcher,
Center for Media+Health guidryjd@vcu.edu
Renee DiResta Vaccinate California
vaccinatecalifornia.org
Who is moderating our discussion today
Nancy Murphy, MSHC Founder & Chief Consultant CSR Communications Email: nancy@csrcommunications.com Website: www.csrcommunications.com
Join the conversation on social media
#HCM2016
TwiBer: @redheadacademic (Jeanine) &
@noUpside (Renee)
Facebook:
hVps://www.facebook.com/vaccinatecalifornia
Introducing Jeanine
Jeanine Guidry Ph.D. student in Social and
Behavioral Sciences Virginia Commonwealth
University &
Affiliate graduate researcher, Center for Media+Health
guidryjd@vcu.edu
Benefits and pitfalls
GLOBAL HEALTH & SOCIAL MEDIA
Jeanine Guidry, M.S. Virginia Commonwealth University
¡ Social media platforms & who uses them ¡ The value of visuals ¡ Going mobile
WHAT I’LL COVER
SO MANY PLATFORMS….
…. SO LITTLE TIME
¡ Personal profiles - Never private, even if it is
¡ Groups - great for coordinating efforts, communities
¡ Pages - profiles for organizations, businesses, music educators, schools, nonprofits, etc.
¡ Liking, sharing, commenting
¡ Micro blogging: 140 characters ¡ Hashtags (#), mentions (@), direct replies ¡ Retweeting, favoriting ¡ Conversations and collaboration ¡ RT other tweets ¡ Use visuals ¡ Tweet regularly
¡ visual focus, e.g., YouTube (video) or images/video
¡ Instagram Pinterest Snapchat Tumblr
¡ Also: Facebook and Twitter, § visuals elicit more engagement
VISUAL SOCIAL MEDIA
SNAPCHAT
Processed and stored differently, greater attention, recall, comprehension
WHAT MAKES IT DIFFERENT?
PUBLIC EDUCATION
CONVERSATION: CALM PANIC
CONVERSATION: RECTIFY MISINFORMATION
INFLUENCE BEHAVIOR
SOCIAL SUPPORT
LITERACY ISSUES
MISINFORMATION: VACCINES CAUSE AUTISM
FEAR: VACCINES ARE DEADLY
CONSPIRACY THEORIES/FEAR
CONSPIRACY THEORIES: GOVERNMENT
MOBILE CHANGES EVERYTHING
MOBILE CHANGES EVERYTHING
KEY TAKE-AWAYS
¡ Social media is a non-negotiable ¡ Visual platforms are increasingly important ¡ Your messaging may be great – but that does
not mean people are listening ¡ Don’t just “talk”– listen as well ¡ Mobile=king ¡ All this is a GOOD thing
RESOURCES
¡ Social Media for Social Good ¡ Mashable tech blog ¡ Katie Paine blog ¡ Paper: Vaccines on Pinterest ¡ Paper: Depression on Pinterest
Introducing Renee
Renee DiResta Vaccinate California
HUMAN ROBOTSand #TRUTH on the INTERWEBS
Renee DiResta
“The power to influence opinions increasingly lies with those who can most widely and effectively disseminate a message.”
POPULARITYTRUTH
Top Ten by Tweets The Numbers
Top Ten by Tweets The Numbers
#KTHXBAI
#theFUTURE
Ac0on Items
• Be engaged on social media. • Track public health conversa0ons on Symplur. • Follow public health and medical professionals. Amplify and retweet each other’s messages. Coordina0on maVers in marke0ng.
• Skim health conspiracy hashtags. Be aware of opposi0on messaging.
Before sponsoring legisla0on
• Coordinate. Iden0fy core supporters: PTAs, teachers unions, public health officials, medical professionals, community groups, parents.
• Make sure legislators expect an0vaxxers to call and tweet in droves from all over the country. They will leave Facebook comments. However, most of the angry calls and tweets are not from their cons0tuents. They aren’t even in their state.
Key Takeaways
• Social media par0cipa0on is important if we are going to rec0fy the asymmetry of passion.
• The goal is not to argue with an0vaxxers. Make sure that accurate facts and the voices of those who have suffered from vaccine-‐preventable diseases — or who need the protec0on of herd immunity — are not drowned out.
#WECAN DOITFUTURE
Health Literacy: Undervalued by Public Health? A tool for public health professionals. Prepared for the American Public Health Associa0on Community Health Planning & Policy Development Sec0on
Tammy Pilisuk, MPH AUG 2011
Thank you to our speakers. . .
Jeanine Guidry Ph.D. student in Social and Behavioral
Sciences Virginia Commonwealth University
& Affiliate graduate researcher,
Center for Media+Health guidryjd@vcu.edu
Renee DiResta Vaccinate California
Thank you to our Sponsors!
American Public Health Association & National Public Health Week Community Health Planning and Policy Development Section, APHA Health Communication Working Group, APHA California Public Health Association, North Center for Public Health Practice, University of California-Berkeley School of Public Health
Thank you to our planning commiBee
• Tammy Pilisuk, MPH, APHA-‐CHPPD • Erin Brigham, MPH, CareSource, APHA-‐CHPPD • Meghan Bridgid Moran, PhD, Bloomberg School of Public Health, Johns Hopkins University
• Lisa Peterson, MPH, Center for Public Health Prac0ce, UC-‐Berkeley
• Nancy Murphy, MSHC, CSR Communica0ons
About This Series • The Health Communica4on Ma6ers series will help par0cipants in all
walks of public health to apply health literacy principles to their everyday communica0ons.
• What audiences do you communicate with—consumers, health
professionals, disenfranchised communi0es, your public health peers? Whatever your role in public health, it’s likely that you need to communicate effec0vely. But how do you know your communica0on is effec0ve?
• Only about 10 percent of the general popula0on is considered “health
literate.” That leaves the vast majority of us with barriers to understanding the health-‐related informa0on we read.
Conclusion
Thank you!
Center for Public Health Practice, UC-Berkeley
Health Communications Working Group Community Health Planning & Policy Development California Public Health Association-North