Transcript How can social media be effectively employed for public

HOW CAN SOCIAL MEDIA BE EFFECTIVELY
EMPLOYED FOR PUBLIC RELATIONS IN
HEALTH COMMUNICATION?
Implications from an analysis of the Health Information National
Trends Survey
SUEKYUNG LEE
BEOM JUN BAE
BACKGROUND OF THE STUDY
Social media have become essential tools of
strategic communication
 Analyzing and segmenting publics are
considered one of essential steps in public
relations campaigns
 Cancer is the second leading cause of death
 Nearly half of all deaths caused by cancer
could be prevented

PURPOSE OF THE STUDY

Offer effective health communication
strategies, specifically regarding cancer
prevention, in PR campaigns
 Analyze
and segment publics in cancer prevention
 Examine the effect of social media on healthrelated cognitions, affections and behaviors
 Explore how social media can be utilized as
effective communications for PR campaigns
METHOD
Secondary data analysis
 2007 Health Information Trends Survey (n =
7,674)
 Subset of the data: Internet users (n = 5,078)

RESULTS

Descriptive Statistics
 69%
of US adults reported having access to the
Internet
 Among Internet users, 27% reported using at least
one form of social media
 5%
participated in an online support group, 7% reported
blogging, and 23% used a social networking site.
RESULTS: WHO USES SOCIAL MEDIA?
All users appeared to be significantly younger than
nonusers
 Online support group (n = 232)


Females were more likely to participate

Blogging (n = 356)

Social networking sites (n = 1,159)

Significantly differed by education and race/ethnicity
WHAT EFFECTS ON HEALTH SOCIAL MEDIA HAVE?

Support group



Blogging


Lower perceived susceptibility, lower frequency of cancer
worry, more cancer information seeking
Poorer subjective health perception and higher depressive
symptoms
Higher depressive symptoms
Social networking site


Lower response efficacy, lower cancer information seeking
Poorer subjective health perception, and higher depressive
symptoms
WHAT CAN BE DONE?
Maximize complimentary nature of face-to-face
and CMC social support by employing new
media tools (i.e. weblogs, instant messaging
platforms, video chat)
 Target social networking site users
 Need to disseminate credible and correct
health information

LIMITATION
Non-Internet users were more likely to have a
cancer history, be less-educated and
minorities.
 Exclusion of Facebook users
