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  • Engaging Communities Through Social Media:

    Effectiveness, Impact, and Outcomes

    Bruce Newbold

    October 29, 2014

    800-266-1832 | www.ktdrr.org

    Copyright ©2014 by SEDL. All rights reserved. Funded by NIDRR, US Department of Education, PR# H133A120012. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy,

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  • Engaging Communities Through Social Media: Effectiveness, Impact,

    and Outcomes

    Bruce Newbold, PhD School of Geography & Earth Sciences

    McMaster University Hamilton, ON

    newbold@mcmaster.ca 905.525.9140 x27948

    October 2014

  • Social  Media:  The  ‘Big’  Ques5ons  

    • What  is  the  effec5veness  of  social  media   for  messaging?    

    • What  is  the  impact  of  social  media?     •  Does  the  use  of  social  media  address   inequali5es?  

    3  

  • Overview  

    •  What  is  Social  Media?   •  Using  Social  Media  for  Dissemina5ng  Informa5on   •  Who  uses  Social  Media?     •  Barriers  to  use  of  Social  Media  

    –  America’s  ‘Digital  Divide’   –  Disabled  use  

    •  What  is  the  Effec5veness  of  Social  Media?   •  Using  Social  Media:  Prac5cali5es   •  Concluding  Thoughts  

    4

  • The  medium  is  the  message     (Marshall  McLuhan,  1964)  

    •  Medium  as  anything  from  which  change  emerges   (i.e.,  social  media),  but  shapes/controls  ac5on  

    •  Message  as  change  of  pace/paTern   •  Social  media  as  a  medium  which  can  drive  change   through  message,  but  message  must  also  have   best  condi5ons  for  growth  

     

    5

  • What  is  social  media?  

    •  TwiTer,  Facebook,  YouTube,  and  Blog  sites   –  ‘Web  2.0’:  Defined  by  interac5ve  user   environments  enabling  users  to  contribute   content    

    6

  • Using  Social  Media  for   Dissemina5ng  Informa5on  (1)   •  Used  to  keep  in  touch  with  family,  friends,   engage  in  conversa5ons,  disseminate   informa5on,  and  to  learn  

    •  Social  media  as  a  news  source   •  Users  link  or  share  informa5on  (i.e.,  from   news  websites)  

    7

  • Using  Social  Media  for   Dissemina5ng  Informa5on  (2)   •  Benefits  of  using  social  media  include:  

    –  Real  5me  informa5on   –  Informa5on  can  be  conveyed  in  different  forms   (i.e.,  video,  text)  and  bring  informa5on  to   people  with  special  needs  

    –  Increased  number  of  interac5ons   –  Shared  and  tailored  informa5on  

    8

  • Using  Social  Media  for   Dissemina5ng  Informa5on  (3)  

    –  Increased  number  of  sources  of  informa5on   –  Spaces  where  issues  can  be  shared  and   discussed  by  different  audiences  

    –  Provision  of  peer,  social,  and  emo5onal   support  for  the  public.  

    –  Poten5al  to  increase  the  accessibility  and   depth  of  informa5on  available  to  various   groups,  regardless  of  socioeconomic  status,   age,  race,  ethnicity  or  loca5on  

    9

  • Who  uses  Social  Media?  

    •  Type  of  social  media  applica5on  can  cater   to  a  different  demographic   –  Youth  more  likely  to  use  social  media,  but   elderly  are  increasingly  likely  to  use  social   media  

    – Dissemina5on  by  Government  /  service   providers  /  community  groups  /  individuals:   • hTps://twiTer.com/Disabilitygov     • hTps://twiTer.com/WHOdisability       10

  • Barriers  to  use  of  Social  Media  

    •  Loca5on  /  access  to  internet   •  Knowledge  of  compu5ng  (eHealth  literacy)   •  Socio-­‐demographic:  Low  educa5on,  low   income  (‘digital  divide’),  language  ability/ literacy,  and  physical  ability  

    •  Impact  of  disability:  Lower  income,  older,   and  lower  levels  of  educa5on  

    11

  • America’s  ‘Digital  Divide’  

    12 Source:  Rainie,  L.  2013.  Digital  Divides.  Pew  Research  Center   hTp://www.pewinternet.org/2013/11/05/the-­‐state-­‐of-­‐digital-­‐divides-­‐video-­‐slides/      

  • Use  of  Social  Media  (1)  

    •  54%  of  adults  with  a  disability  use  the   internet  (vs.  81%  of  adults  with  no   disability)   –  Share  same  barriers  to  use  as  broader   popula5on:  

    –  But,  disability  may  create  an  addi5onal   disadvantage  in  that  individuals  with  disability   may  be  further  isolated  from  society.    

    13

  • Use  of  Social  Media  (2)  

    •  No  broadband  at  home  equals:   – Disadvantage  in  finding  job  opportuni5es  or   learning  career  skills.  

    – Disadvantage  in  geing  health  informa5on.   Source:  Fox  S.  2011.  Americans  living  with  disability  and  their  technology   profile.  Pew  Research  Center.   hTp://www.pewinternet.org/files/old-­‐media/Files/Reports/2011/ PIP_Disability.pdf      

    14

  • Use  of  Social  Media  (3)  

    •  Broadband  at  home  means:   – Greater  likelihood  of  accessing  health   informa5on  in  online  forums  and  discussion   groups,  and  more  likely  to  post  their  own   experiences  

    –  ‘Deeper’  connec5on  to  online  world  

    Source:  Fox  S.  2011.  Americans  living  with  disability  and  their  technology   profile.  Pew  Research  Center.   hTp://www.pewinternet.org/files/old-­‐media/Files/Reports/2011/ PIP_Disability.pdf    

      15

  • Use  of  Social  Media  (4)  

    •  Social  Media  may  improve  connec5ons   with  peers  and  health  providers.    

    •  Adap5ve  technology  devices  will  help  to   facilitate  access  

    16

  • What  is  the  Effec5veness  of  Social   Media?  (1)   •  Complements  tradi5onal  (print,  broadcast)   media   –  Social  media  less  objec5ve  than  tradi5onal   media    

    –  Social  media  lacks  the  same  controls  and   oversight  of  tradi5onal  media,  it  may   undermine  public  health  recommenda5ons.  

    –  Reliability,  volume,  and  inaccuracy  of  content  

    17

  • What  is  the  Effec5veness  of  Social   Media?  (2)   •  Effec5veness  of  social  media  remains   ques5onable   –  Responses  will  vary  based  on  individual  values,   peers,  social,  demographic,  socioeconomic,   and  cultural  situa5ons  

    –  Few  studies  report  behavioral  change:  Mixed   or  modest  impact  

    – Users  may  not  know  how  to  apply  informa5on,   and  it  may  preclude  users  from  consul5ng   health  professionals   18

  • Using  Social  Media:  Prac5cali5es  

    •  US  Centers  for  Disease  Control  and   Preven5on  (CDC)  lists  the  ‘Three  P’s’  of   social  media:    personaliza5on,  presenta5on   and  pa