term project use of facebook for increased awareness on tb

SOCIAL NETWORKS FOR HEALTH INFORMATION: INCREASED AWARENESSON TUBERCULOSIS THROUGH VIRAL MARKETING SCHEMES IN FACEBOOK

Jerome P. Triñona1

Abstract

The birth of Internet Social Networking, characterized by the use of the popular site Facebookhas given more users the platform to quickly spread information to bigger networks. Facebookhas gone beyond personal use and has opened more opportunities for people and organization toprovide all kinds of information, such as technologies, fashion, economy and even health.This study on mediated communication has used online survey and focus group discussions toascertain the TB knowledge gained and retained by Facebook users. 50 respondents were able toprovide a glimpse of how viral marketing schemes can make effective TB information retentionand sharing. Results indicated that Facebook can indeed be used effectively to disseminateinformation due to its large user-base and quick information exchange mechanisms.

The study has emphasized that the effectiveness of the campaign is dependent on the success infactors such as awareness of the needs and interests of a target user/audience base, a recognizableand relatable brand, and development of messages that are clear and concise, enabling quickretention and sharing without degradation. The study acknowledged that while Facebook is avital information tool, it is best used to support bigger awareness activities and campaigns.

KEYWORDS: Social Networks, Online Health Awareness, TB Education

1 Graduate student of MDC, University of the Philippines Open University, (email address:[email protected])

SOCIAL NETWORKS FOR HEALTH INFORMATION: INCREASED AWARENESS ONTUBERCULOSIS THROUGH VIRAL MARKETING SCHEMES IN FACEBOOK

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INTRODUCTION

The Web, social networking, FB, and viral marketing

Web 2.0 refers to the second generation of the Web, which enables people with no

specialized technical knowledge to create their own websites, to self-publish, create and upload

audio and video files, share photos and information and complete a variety of other tasks

(Capilanou University, 2010).

Social network sites as web-based services that allow individuals to (1) construct a public

or semi-public profile within a bounded system, (2) articulate a list of other users with whom

they share a connection, and (3) view and traverse their list of connections and those made by

others within the system. (Boyd, 2007)

Social networking has been around the internet space for a couple of years now, the

earliest of which was the website SixDegrees.com established in 1997 (Boyd). But just recently,

we have seen the surge in popularity of networking site Facebook (http://www.facebook.com)

boasting with a user base or 500 million as of July, 2010 (Facebook, 2010). Such popularity

even spawned a full-length film chronicling its early years and struggles.

The World Health Organization, however cautions users of social media (WHO,2009) ,

especially those in the health profession to be wary of the quality of information taken through

social networking sites such as Facebook. While social networking has become a great

information equalizer that has radically transformed the way people communicate around the

world and elevating electronic communication to a level that is near face to face, health

professionals should ensure that information is correct and accessible.

A study conducted by the pharmacy health care provider CVS indicated the potential of

social networking to disseminate and acquire information on health, such as diabetes (PR

http://www.facebook.com/


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Newswire, 2010). However, like the WHO article, CVS warns of possible risks such as

inaccurate information, distribution of information only for profit and promotion purposes and

privacy concerns.

The popular social networking site Facebook ( http://www.facebook.com) is a prime

example of the success of Web 2.0, taking the internet by storm with a user base or 500 million

as of July, 2010 (Facebook, 2010). With the success of Facebook came the virtual explosion in

information exchange, with concepts and ideas ranging from the mundane to the philosophical,

from personal feelings to even the political arena. Social networking has been a vital web tool for

the last few years that it would help change even the political landscape of the most powerful

country in the world.

Facebook has been successful for use in both personal and enterprise purposes because:

It is convenient – a few mouse clicks and a page is already online

Cost effective – it is practically zero cost to set-up. Anyone with a

computer and internet access can setup an account in minutes.

Time efficient – it can be accessed anytime and anywhere (with mobile applications)

Large networks – it can utilize the personal and professional networks of members

Because of this, Facebook and Social Networking sites are at the forefront of a new breed

of marketing campaigns, and are now used as vital tools by tech savvy marketing individuals and

groups.

Undeniably, Facebook goes beyond the social networking platform, as it has been used

beyond the personal space. It has also been used, with certain degrees of effectiveness, for

enterprise purposes because it is convenient to set up, is virtually cost free, and can be accessed

anywhere (with available internet connection). With its continuously growing user base,

http://www.facebook.com/


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Facebook has become a viable audience base to sell ideas, products and services, even spawning

viral marketing campaigns that hope to attract the attention of greater audiences with greater

impact.

Viral Marketing Campaigns: The new “Word-of-Mouth” in Social Media

Viral marketing is a technique that is based on the assumption that people will share

interesting and entertaining content. Blogs and seemingly amateur videos are often used to create

word-of-mouth buzz for a new product or service, generating exposure that is often much more

valuable than traditional advertising.

The spread of viral marketing is related to the spread of concepts such as the meme, an

idea that self-reproduces like a virus; a catchphrase or concept (Oskui, 2010)

The popularity of Facebook has given viral marketing campaigns a new media to use.

Facebook relies heavily on networking and its ease of use enables users to immediately share

interesting photos, videos and text.

The goal of viral marketing is to utilize the Internet to pass on subtle messages or

information about a product or service, and/or to enlist customers to pass on something about a

product or service to their network of friends through the Internet. (Scott Public Relations, 2001).

Viral marketing can be a very effective tool to disseminate information on health, and to

influence people to improve their health seeking behavior.

Similar to the warnings of the WHO, there are also implications on using viral marketing,

social networks and the internet for health information dissemination:

a) Violation of privacy. Individuals are concerned about the privacy of their health

information for a variety of very good reasons and the internet can be suspected as a

means by which privacy can be violated.


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b) Healthcare delivery is local. Generally speaking, the provision of healthcare services is a

local phenomenon. Information and health messages can be relevant to users within a

specific user area or group, thus other users outside this group may not be interested in

this information.

c) Internet penetration and access. Despite its rapid adoption, there are still millions of

people who do not use the Internet. Target audiences of the health messages may belong

to communities without access to the internet.

d) People hate spam. To be successful, viral marketing must be personalized, valuable, and

perceived as coming from a reliable source that the recipient knows and respects.

Otherwise, the information will just be sent to the trash bin.

Statement of the Problem

Tuberculosis (TB) is a contagious disease that spreads through the air like the common

cold. Only people who are sick with TB in their lungs are infectious and when they cough,

sneeze, talk or spit, they propel TB bacilli, into the air. A person needs only to inhale a small

number of these to be infected.

If left untreated each person with active TB disease will infect on average between 10

and 15 people every year (WHO, 2010). The Philippines is 9th among the 22 countries with the

high burden of TB.

Internet penetration is steadily growing in the country. Information and health messages

on tuberculosis have already been done using the static web and even social networking sites.

Web cafes with their affordable internet connection rates and prepaid internet cards have given


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even the poor access to information that is available online. Health information is just a mouse

click away.

Despite the reach of social networks, there have been little or extensive assessment and

studies on this internet phenomenon and its use for health. Also, while the country has taken

great leaps in terms of treatment and care, with the increase in internet access to health

information, knowledge and misconceptions about the tuberculosis still remains.

This research would like to answer:

How effective is Facebook in spreading health information, particularly TB?

Can social networking sites be used effectively in affecting knowledge,

attitudes and behaviors on tuberculosis?

Objectives of the Study

This study aims to determine the effectiveness of Facebook in increasing awareness of

users on Tuberculosis, transmission, prevention, and control.

Specifically, this study aims to:

1. Describe the profile of the respondents;

2. Describe the communication profile of the respondents;

3. Determine TB-related information acquired and retained by the respondents from

Facebook;

4. Determine the information TB-related information shared by the respondents to

others via Facebook; and

5. Give recommendations on how to improve the strategies (e.g., messages development

and content delivery) of information on TB in Facebook.


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Importance of the Study

This study hopefully will contribute to the initial body of knowledge that will further

assess the impact of social networking for health and other relevant purposes, particularly in:

a) Improving health message development – this study hopes to be able to provide insights

on how health messages should be crafted for use in a social networking platform. Unlike

the static, unmoving pages of basic websites, Facebook and twitter rely on continuous

stream of information. Thus, this study may be able to provide information on the

appropriate crafting and dissemination of health messages to a network of users. Given

that internet viral marketing and memes passes through the consciousness of users in a

faster pace than the usual website, achieving maximum impact in the delivery and

retention of messages is vital.

b) Audiences targeting – this study can be valuable for content developers as it may give

focus to them in targeting potential audiences for product, services and social

development causes and programs.

c) Expanding reach – development programs will be able to expand their reach and increase

networking and even gather additional funding support.


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Conceptual Framework Study

The basic communication model shows the relationship of the different elements of

communication: message, channel, audience, feedback, environment and barriers, harmonized

into a continuous cycle of information exchange.

Fig. 1: A Communication Model for the Study

Applying a similar model in the study, the use Facebook (and other internet social

networking site) acts as the channel from which the exchange of information takes hold.

Messages come in the form of health information catalyzed by the use of viral marketing

techniques thereby speeding up knowledge acquisition and retention. The facility for comments

and feedback mechanism improves knowledge sharing and facilitates the increase and

improvement of the knowledge pool, which goes back into the message acquisition and sharing

cycle.


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The use of viral marketing in Facebook is effective in disseminating health information

and enhances knowledge acquisition, retention and sharing.

Thus, the active delivery of health information sent through social network and delivered

using viral marketing schemes (pushing of messages) will be acquired, retained and shared by

more users/audiences as compared to the passive acquisition of information via static internet

websites (pulling of messages).

Comments, sharing and feedback mechanism

Health Messagesand Informationvia SocialNetworking Knowledge

acquisition

Knowledgeretention

Knowledgeretention

Knowledge Sharing

Viral MarketingSchemes

Viral MarketingSchemes

KnowledgeretentionKnowled

geSharing

Fig. 2: Viral Marketing in Social Networks for Knowledge Acquisition,


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METHODOLOGY

Design

The study used a one-shot case study design, as the study intends to be exploratory and

was only able to get a limited snapshot of the respondents’ activity and behavior.

Respondents and sampling

This study also used purposive sampling to determine its respondents. Due to the nature

of Facebook’s user base, of which users are spread all over the world, it is not possible to limit

participation of respondents to a particular area or location. The study acquired its respondents

from the Global Fund TB Grant Facebook Page (http://www.facebook.com/pages/PBSP.GF.TB).

As of this writing, this page has 165 user “likes”. Through regular posts and reminders on the

page, these individuals were requested to participate in study. The researcher also sent email and

notification to these users, as well as sought the participation of other users in his own Facebook

Network.

A post on this page also encouraged users to invite friends to “like” the page and

participate.

Research Instruments

1) Survey - This study collected data using an online survey questionnaire form which was

self-administered by the Facebook user. The link of the survey form was posted in the FB

page. The survey was able to gather 50 respondents, representing 30.3 % of the total user

base of the page. The survey was conducted on January 23 and ended on February 10,

2012.

The online survey utilized contains the following variables:

http://www.facebook.com/pages/PBSP.GF.TB


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General Information

Facebook Usage

Knowledge on TB

Use of FB for Sharing information on TB

2) Focus Group Discussion (FGD) – The online FGD which separately conducted through

Yahoo chat was aimed at getting a deeper insight on the opinions and ideas of

respondents on the contents of TB health messages on Facebook and its development for

TB information dissemination. The FGD was done on February 10, 2011, at around 8pm.

The schedule was determined to be the best schedule since it was a Friday and all of the

participants are already home.

Data analysis

The study used descriptive analysis using frequencies and percentages.


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RESULTS AND DISCUSSION

Objective 1: Respondents’ Demographic Profile

Location of Respondents

45 of the survey respondents came from the Philippines, 3 respondents were from Saudi

Arabia, 1 respondent came from the USA and 1 respondent was from Singapore. For the FGD,

all of the participants were from the Philippines

Age, Sex and Civil Status

Of the total 50 respondents in the survey, 48% of which were aged between 21- 40 years

old and 40% were aged between 31-40 yo. Mean age is at 31. 92 years old. 28 respondents

(56%) are males while 22 (44%) are males.

Shown below (Table 1) are the ages of the suvrey respondents.

Figure 3. Location of survey respondents


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Table 1. Respondents’ Age

31 (63.3%) of respondents are single, and 14 (28.6 %) are married. 3 (6.4%) are

engaged/living in, and 1 respondent (2.1%) is separated.

In the online Focus Group Discussion, of the 15 individuals invited through email to

participate, only 8 were able to join. 5 of the participants are males, and 3 are males. Participants

are aged 16-35 years old.

Education and Occupation

26 survey respondents (54.2%) are college level, 18 (37.5%) have masters degrees (or are

currently taking their MAs, 4 (8.3) are taking other post-graduate degrees. 26 or 54.2% are

private sector employees, 6 (12.5%) are OFWs, 5 (10.4%) are government employees, 4 (8.3%)

are NGO workers. Meanwhile for the FGD participants, 5 are employees, while 3 are students.

Age Bracket No. ofrespondents

Percent

11-20 1 2.0%21-30 24 48.0%31-40 20 40.0%41-50 4 8.0%51-60 1 2.0%Total 50 100.0%


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Objective 2: Respondents’ Communication Profile

Facebook Usage

30 survey respondents (63.6%) have been using Facebook for 3-4 years, 11 (25%)

responded with 5 years and above, and 5 (11.4%). 4 have no answers.

Meanwhile for the FGD, all of the participants are Facebook users, and have been for at

least 5 years. All are accessing the internet in their homes, using personal computers. All of the

participants use their Facebook every day.

Locations where Facebook is accessed

The home is the main location where Facebook is accessed, followed by the office,

mobile phone and internet cafés.

Location Numberof

Responses

Percentageof

ResponsesHome 43 98%Office 33 75%School 6 14%Internet 16 36%Mobile Phone 29 66%Others 1 2%

Figure 4. Length of Facebook Usage

Table 2. Locations where Facebook is accessed


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Time of Access

17 of the survey respondents (37%) access Facebook between 6 pm – 12 midnight, 15

(32.6%) are online the whole day, 12 (26.1%) access between 12 noon to 6pm, and 2 (4.3%)

responded accessing between 12 midnight – 6 am.

Figure 5. Time of Access

Number of Facebook Friends

17 (39.5%) of respondents have 301-600 FB friends as of this survey, 9 (20.9%) have 101-300

friends, and 7 (16.3%) have 100 friends below.

2, 4%0, 0%

12, 26%

17, 37%

15, 33%

Time of Access

12 midnight - 6 am

6 am -12 noon

12 noon – 6 pm

6pm – 12 midnight

I’m online t hewhole day

Figure 6. Number of Facebook Friends


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Facebook Activity

The survey respondents were asked to rank their Facebook activities in order of

importance, with 5 being the most important, and 1 being the least. 24 respondents (52.2%)

answered “Read and comment on posts” as 1st on what they usually do on Facebook, 17 (38.6%)

answered “Post and View Pictures” as 2nd, 15 (35.7%) answered “Post and share links” as 3rd,

14 (34.1%) answered “Post and view videos” as 4th, and 24 (55.8%) answered “Play games” as

the 5th.

Figure 7. Respondents’ Facebook Activities


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Objective 3: TB-related Information Acquired through Facebook

Information searched on Facebook

Individuals, Organizations and Health were the top 3 when responses when asked for

information being searched by the respondents on Facebook.

Health Topics on Facebook

When asked for health topics that respondents are interested in finding in Facebook, top 3

responses were Basic Information, New Discoveries and Cures and Remedies.

Rank Information Searched Responses Percent

1 Individuals 39 87%

2 Organizations 28 62%

3 Health 27 60%

4 Education 25 56%

5 Beauty 25 56%

6 Fashion 17 38%

7 Research Studies 17 38%

8 Science 13 29%

9 Arts 12 27%

10 Others 3 7%

Table 3. Information Searched on Facebook

Table 4. Health Topics searched on Facebook

Rank Health Topic Responses %

1 Basic information on Health 34 76%

2 New Discoveries 29 64%

3 Cures and Remedies 25 56%

4 Signs and Symptoms 24 53%

5 Medical Procedures 13 29%

6 Medical Anomalies 13 29%

7 Others 1 2%


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Meanwhile in the FGD, most respondents agree that when they see and read information

on health, they usually ignore the posts if the information is not relatable. One respondent

answered that she is a bit sensitive if the topic involves children, as she has a child of her own, so

whenever information on diseases in children is posted by her friends, she usually reads them.

Awareness on TB

When asked if they are aware of Tuberculosis, 44 (88%) of respondents surveyed

answered in Yes, while 5 (10%) have no answer. Only 1 (2%) is not aware of TB.

Knowledge on TB

When asked as to what information on TB the respondent know, top 3 responses were:

TB is curable, TB is transferred through coughing/sneezing and TB is deadly.

Figure 9. Knowledge on TB

Figure 8. Use of Facebook for Sharing TB Information


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When asked how did the survey respondents learn about TB, 16 (36%) responded that TB

was taught in school, 8 (18%) got the information through health educators and 5 (11%) got the

information through rumors.

When respondents where asked where did they learn about TB, 21 (48%) answered

School, 12 (27%) answered Home, and 5 (11%) answered Work.

Figure 10. How respondents learned about TB

Figure 11. Where the respondents learned about TB


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23 (31%) of respondents answered NO, when asked if they “Liked” an FB post on TB, 15

(21%) answered YES, while 10 (21%) had no answer.

The number 1 information remembered for the posts on TB is DOTS/TB Care with 13

responses, followed by Prevention with 10 responses, and Symptoms and Mode of transmission

both with 9 responses.

Figure 14. TB information retained

Figure 12. On “Liking” FB Posts on TB


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In the FGD, Only 3 were able to read information on TB on Facebook, but all have seen

one or more type of health information on Facebook. Two mentioned that they usually see

information about HIV/AIDS, and lately, appeals from other friends about children with certain

type of diseases, either hydrocephalus, or cleft palates or lips. Of the 3 who were able to see

information on TB, one noted that the information is very technical in nature, and not pertaining

to information on the disease. The two did not remember the information that they read.

Information retention

When respondents were asked why they remembered the information, 8 respondents

(50%) answered that the information was important and 2 (13%) answered that the post was

emotionally touching.

Figure 15. Reasons for remembering information


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Objective 4: TB-related information shared through Facebook

Information Shared on TB

Asked as to what information the survey respondents shared on Facebook about TB,

number 1 response was TB Prevention, followed by TB Care, and Modes of Transmission and

symptoms.

Factors for sharing

The survey also asked respondents what triggered them to share the information on TB,

13 (93%) answered that the information is important, and 1 (7%) answered that this was required

in school.

Figure 16. TB Information Shared

Figure 17. Reasons for sharing


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Effectiveness of FB for TB Information

36 survey respondents (84%) think that Facebook is an effective source on TB

Information, while 7 (16%) answered No.

When asked why, respondents enumerated the following reasons:

a. Facebook’s number of users and network

b. Facebook easily connects people with each other

c. Information gets more interesting once posted on Facebook

d. Almost everyone is in Facebook

When the “NO” respondents were asked why they think Facebook is not an effective

source of information on TB, the respondents answered the following:

a. TB is an index of poverty, most people affected by the disease are poor at

do not have access to Facebook.

b. Not all Facebook posts are credible.

c. Most are just sharing personal information.

d. TB is a depressing topic.

Figure 18. Is Facebook an effective source of TB information?


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Meanwhile in the FGD, the participants were asked if Facebook can be used for sharing

health information, 5 participants said yes, while 3 said no. The yes participants agreed that

Facebook’s network can be utilized to spread information on health. Probed further if Facebook

can be used to spread information on TB, the yes participants still agreed, but two participants

mentioned that TB is still seen as a disease of the poor, and they think most patients are still poor

so the information will not reach them. They still agree that for prevention measures, the

information can still be spread to Facebook users.

The “No” respondents agreed that FB can be ineffective for health information

dissemination because of the speed of the updates. If a user would not log in for some time, any

information on TB or any health information posted by a friend can be buried below all the new

information. Also, TB is not a “hip” disease like HIV/AIDS. When probed further, a participant

mentioned that some of the faces of HIV/AIDS are popular like Magic Johnson, and most

awareness campaigns are supported by popular celebrities. He has not seen a public figure

admitting to having TB. They think this is because TB is not a very popular disease.

All of the respondents agreed when one mentioned that users should always be careful

when seeing information on Facebook. She has seen some of her friends click on videos that

turned out to be viruses, or hoaxes. One agreed, that the internet in itself is already filled with

false information, and that by putting it in Facebook, some would think that it is the truth. When

probed further, the participants think this is because of the naiveté of Facebook users, and lack of

experience in using the internet. While most websites would have to be setup by professionals,

setting up a Facebook account or page is relatively easier, and they think that this can be abused.

The participants were asked as to how Facebook can be used for TB information

dissemination and what features would be the best way to do this. One participant suggested that


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the posts first should be accurate, and that all information should be backed up with data.

Another participant agreed, and that the information should always be fresh and updated. She

said that she has been following blogs on fashion and beauty and what keeps her visiting the blog

is the constant update. If a Facebook page fails to update the posts regularly, they might lose the

readers. The other suggested that the page should still maintain a separate website, where the

complete information on TB is stored. The problem that he sees for Facebook is that although it

is easy for pictures and videos to be saved, long articles are not easily found, and the short status

messages are easily buried among other updates. They could not also upload documents and PDF

files.

One participant is doubtful of Facebook’s technology to spread information on health, in

general. He thinks that the site was made for social interaction and that the ordinary websites are

still the best information on TB. He mentioned that even sites like Wikipedia are doubted as

credible information sources, how much more with social networking sites such as Facebook.

Objective 5: TB Information and Message Development

In the FGD, participants were asked how the messages should be crafted to be noticeable

on Facebook. Most of the participants suggested to post “heart-warming” messages, the type

that appeals to parents. A participant mentioned that the effect of TB on children would be

effective since most mothers like her share information on child care with her friends.

Most agree that the posts should not be technical but should be concise. Messages should

also be regularly updated and relatable. There should also be consideration in the language. All

agree that since Facebook is an international page, the posts should be mostly in English to be

able to reach a broader audience. One suggested that if the post is targeted for Filipino audiences,

to consider translating it to Tagalog and other major dialects.


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Most of the participants suggested taking advantage of the photo and video features when

crafting the information, but be careful with explicit images like body parts, open wounds and

the like as most are in agreement that it is turning them off, and they would just ignore it. One

participant also suggested being careful with the rights on confidentiality in posting of

information on persons with diseases.

A participant suggested that an interactive game can also be used so that children who are

also Facebook users can learn about TB while having fun.

Most of the participants agreed that the photo and video upload features are very useful,

as they have seen in other health information posts. One suggested that maybe for photo

postings, there should be an accompanying human interest story about TB, since like her, she is

not into the scientific explanation of the disease, but she is more interested in the human aspect

of how the diseases affect the lives of the patients and the families.

A participant noticed that even the DOH has no recent or updated information campaign

on the disease, unlike the other health campaigns like dengue.


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CONCLUSIONS AND RECOMMENDATIONS

Conclusion

Results of this study indicate that indeed, Facebook can be used effectively to

disseminate information on TB, however, FB as a medium could be in support of a bigger TB-

awareness and information campaign. Results of the survey indicate that spreading awareness on

TB can be effectively made through Facebook due to its large user-base and quick information

exchange mechanisms, such as video and photo sharing, and immediate feedback through

comments. .

However, the effectiveness of the campaign will depend on factors such as greater

awareness of the needs and interests of a target user/audience base, establishment of a

recognizable and relatable brand, and development of messages that are clear and concise.

Results from both the survey and FGD indicate that messages are shared faster if the user can

relate to the messages being sent. Information first and foremost needed to be factual, but the

effectiveness of sharing the information to other users can be catalyzed if these can also tug at

the user’s emotions.

Recommendations

Facebook can be used for short and quick information dissemination

Facebook is very effective in linking up a user’s network of friends using the constant

updates of status messages, video and photo posts. A user’s newsfeed is regularly updated with

new information within minutes, even seconds. Utilizing this feature of Facebook for TB

information dissemination would be effective via the use of short and easily digestible snippets

of information.


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TB campaigns over Facebook should be able to provide for effortless transfer of the information

from the source to the audience

Using simple and concise messaging is better for information transfer and retention of

knowledge. TB is bacteria that are easily transferrable. This message is just as true in spreading

awareness on the disease. Information spread when it is easy to transmit. The medium that

carries the TB message must be easy to transfer and replicate, therefore the transfer of these

messages via Facebook networks should be generally pain-free for users. Viral marketing works

on Facebook because instant communication has become so easy and inexpensive, messages

should be simpler so it can be transmitted easily and without degradation.

Common motivations and behaviors can help increase sharing of information

Clever viral marketing plans take advantage of common human motivations. So does the

hunger to be popular, loved, and understood. The resulting urge to communicate produces

thousands of shared photos, videos, and statuses over Facebook and other popular social

networking sites. Knowing audiences’ common motivations and behaviors, couple with clear

and concise messaging, will enable messages to be quickly transferred and shared.

Utilizing Networks is effective, but audience segmentation is key.

Most people are social. An individual’s network may consist of hundreds, even thousands

of people, depending upon her position in society. Health educators embarking on utilizing social

networks should understand the power of these human networks, both the strong, close networks

as well as the weaker networked relationships. People on the Internet develop networks of

relationships, too. Within these networks are segmented audiences with difference information


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needs and motivations. TB messages need to be crafted to address the information needs of

individuals within these networks.

Awareness of user habits

Facebook is very interactive and therefore message developers should be aware of user

habits of target audiences. As indicated by the FGD results, adults are more inclined to share

information on health, as these may affect their children (for parents). Timing of messages are

also important, while static websites can retain the information longer, information on Facebook

is immediately updated and replaced. Well timed information update may play a key in the

sharing of messages (posting in the morning vs. evenings).

Brand recognition

TB is not a popular or “hip” topic. Health educators should be able to position TB as a

“brand” that is easily recognizable, much like the HIV, Dengue, and Smoking Campaigns of the

Department of Health, a strong brand presence will allow for a quicker retention and wider

sharing of information.

Facebook can be used to support a bigger IEC campaign

While an effective medium, TB awareness campaigns would still need a bigger strategy

where the use of Facebook can be used as one of the tools. Information posted on Facebook

should serve as a “portal” for complete information available through other IEC materials and

websites.

An in-depth analysis is also needed, particularly in Facebook user behaviors and

attitudes, as well as factorial analysis of elements that contribute or hinder effective information

transfer, retention and sharing.


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http://bit.ly/fErSZc

term project use of facebook for increased awareness on tb

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