Social Media Stages of Change:

Why moving to “action” is right for public health

Melissa Beaupierre, MPH, CPH

@mpbeau

APHA Annual Meeting

November 18, 2014

#SMinPH

A Digital Spin on Stages of Change

1. Precontemplation

2. Contemplation

3. Preparation4. Action

5. Maintenance

P.H. is too serious –No Way!

Well Maybe…

But only if…

Let’s pick a Twitter handle.

What’s the topic for

this month’s

chat?

#SMinPH

1

1 - Prochaska & DiClemente, 1983; Prochaska, DiClemente, & Norcross, 1992

Public Health Use of Social Media

Robert Wood Johnson Foundation

Using Social Media to Extend the Reach of Local Public Health Departments – July 2013

iHealthBeat - Public Health Departments Use Social Media for Education and Monitoring – Dec 2013

Heldman AB, Schindelar J, Weaver JB III. Social media

engagement and public health communication: implications for public health organizations being truly “social”. Public Health Reviews. 2013;35:

#SMinPH

Public Health Use of Social Media

NACCHO Report – Riding the Mobile Wave – Feb 2014

NACCHO surveyed 2,532 of the nation's 2,800 local health departments about their use of social media. Findings:

44% use Facebook;

18% are active on Twitter;

12% are on YouTube; and

5% are using blogs and LinkedIn.

Health Department Use of Social Media to Identify Foodborne Illness — Chicago, Illinois, 2013–2014

Morbidity and Mortality Weekly Report (MMWR); August 15, 2014 / 63(32);681-685

#SMinPH

Short Survey – Oct/Nov 2014

#SMinPH

Short Survey – Oct/Nov 2014

#SMinPH

25 Responses

19 are Using Social

14 Using Social >3 years

100%

47%26%

95%

26%

% of agencies reporting use – #SMinPH survey 2014N=25

16%

G+ YouTube

10%

#SMinPH

Who May Need Convincing?

#SMinPH

Moving through the Stages…

1.

Precontemplation

2. Contemplation

3. Preparation4. Action

5. Maintenance

P.H. is too serious –No Way!

Well Maybe…

But only if…

Let’s pick a Twitter handle.

What’s the topic for

this month’s

chat?

#SMinPH

Agencies at Pre-contemplation or Contemplation

“PH is serious”, “well maybe”

Health Department Use of Social Media to Identify Foodborne Illness —Chicago, Illinois, 2013–2014Morbidity and Mortality Weekly Report (MMWR); August 15, 2014 / 63(32);681-685

NACCHO Report – Riding the Mobile Wave – Feb 2014 (emergency preparedness)

NACCHO surveyed 2,532 of the nation's 2,800 local health departments about their use of social media. Findings:44% use Facebook;18% are active on Twitter;12% are on YouTube; and5% are using blogs and LinkedIn.

#SMinPH

Moving through the Stages…

1. Precontemplation

2. Contemplation

3. Preparation4. Action

5. Maintenance

P.H. is too serious –No Way!

Well Maybe…

But only if…

Let’s pick a Twitter handle.

What’s the topic for

this month’s

chat?

#SMinPH

Agencies at Preparation or Action

“But only if”, “Let’s Pick a Twitter Handle”

• Use CDC’s Guidelines to support your planning -http://www.cdc.gov/socialmedia/tools/guidelines/

• iHealthBeat - Public Health Departments Use Social Media for Education and Monitoring – Dec 2013

• Look at Existing Content

• Establish some baselines

#SMinPH

Moving through the Stages…

1. Precontemplation

2. Contemplation

3. Preparation4. Action

5. Maintenance

P.H. is too serious –No Way!

Well Maybe…

But only if…

Let’s pick a Twitter handle.

What’s the topic for

this month’s

chat?

#SMinPH

Agencies at Maintenance

#SMinPH

Ongoing Evaluation enables you to:

Understand what’s working and what’s not

Adjust and improve your content topics

Demonstrate the value of social media outreach

Understand your audience and influencers

Potential Metrics/Measurements

• Retweets/favorites

• Unique sources

• Conversation cloud

• Top contributing participants

• Most influential participants

• Geographic distribution

• Web metrics (click-throughs)

• Transcript

#SMinPH

Social Media Resources

CDC’s social media page

http://www.cdc.gov/socialmedia/tools/guidelines/

CDC NPIN – In the Know: Social Media for Public Health webcast series – npin.cdc.gov

#SMinPH

Chicago Dept. of Public Health

@ChiPublicHealth

AIDS.gov - @AIDSgov

Oklahoma City County Health Dept.

www.facebook.com/OCCHD

Univ. of Texas – MD Anderson Cancer Centerwww.facebook.com/MDAnderson

NY State Dept. of Health,Bureau of STD – Take Control Project

www.facebook.com/TakeControl

Multnomah County Health Dept. (OR) -@MultcoSTDinfo

Thank You – Survey Respondents

#SMinPH

What Now?

Check Slideshare for a copy of these slides –

www.slideshare.net/mpbeau

Connect for further discussion:

www.linkedin.com/in/mbeaupierre

THANK YOU

#SMinPH