Finding Health Influencers to Impact Health Behavior: The...
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Finding Health Influencers to Impact Health Behavior: The Opportunities for Social Research in Public Health Amelia Burke-Garcia, MA Westat May 8, 2013
Transcript of Finding Health Influencers to Impact Health Behavior: The...
Finding Health Influencers to Impact Health Behavior: The Opportunities for Social Research in Public Health
Amelia Burke-Garcia, MA Westat May 8, 2013
Establish a shared understanding of the opportunities for social research in public health.
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Social media usership
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1B users
500M users, 340M tweets/day, 1.6M searches/day
#3 social network
#2 search engine, 800M unique visitors/ month, 4B hours of video uploaded/month
100M users
50% of Americans age 12 & older listen to Internet radio
Social Media Users
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100B apps downloaded/week
88% of American adults use cell phones
57% have a laptop
19% have an e-Reader or tablet
63% go online wirelessly
Mobile Access
Projected Spending in Social & Mobile Media
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Trends in social research
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More Than 79% of Businesses
Use Social Media Sites To
Monitor & Extract
Information About
Competitors.
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More Than 60% of Companies are Planning
Social Intelligence
Projects.
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42% Of Companies Have Social Listening As A Top Priority
In 2013.
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32% Of Consumers Have
No Idea Companies Are Even Listening.
Why listen?
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“Matching social conversation with other data can allow you to
make data-driven decisions.”
~ business2community.com, 2013
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So how does social research fit into public health?
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“Family and social networks' role in personal health
decisions is paramount.”
~ StrategyOne, 2011
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“By monitoring conversation about flu symptoms, SickWeather was able to see a 30% increase of flu chatter
in October, which lead them to predict flu season earlier.”
~ business2community.com, 2013
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What are the opportunities?
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Understanding the landscape.
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Building relationships & changing the conversation.
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Evaluating program performance.
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Identifying share of voice.
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Tracking negative buzz.
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Adding depth & dimension to traditional data collection.
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Capitalizing on real-time data to initiate timely responses.
My conclusions
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§ Social research offers opportunities for public health communication campaigns and research studies.
§ These opportunities require both a wide and deep understanding of social media.
§ Social research requires nimbleness and adaptability.
§ The field requires both social media and research experts to come together for further testing & learning.
