HSH208 Lecture Notes - Lecture 7: Social Marketing, Serval, Health Promotion
Social marketing and health (part 4)
Delivering a message
*Applying serval complimentary delivery modes to reinforce key themes:
• Twitter: Short motivational quotes
• Blog: More in-depth information about the topic
• Facebook page: To form an 'online community'
• YouTube: Visual appeal
*Encouraging users to engage with web-based applications as well as each other, thereby
developing active user communities
*Tailoring and sending motivational messages to challenge dysfunctional beliefs or provide a cue to
action (eg. Reminder or the benefits or exercise)
*Personal contact via email, online or text message, and an advisor or mentor from which to seek
advice, helps support behaviour change
Eight key themes and implications for using social media for health promotion
1. Audiences, messaging and approaches
*Research: customizing messages helps to sustain participation
*Targeting an audience: Consider user demographic profiles, preferences for type of content,
preferred technologies/tools
*Message development: Consider users characteristics, information preferences, type/mode of
social media
2. Trends, transactions and tools
*Essential to stay up to date with the trends that shape and target social media
*What is popular now, not what has been popular or work in the past
3. User-generated content
*Use of social media in health promotion activities encourages users to generate and share content,
key component to successful social media outreach
Eg. Changing social networking image to acknowledge cause at hand (eg. Pink ribbon for breast
cancer)
4. Multipronged strategies
*By using several social media tools as complementary approaches:
• Impact of the health message increased and reinforced
• Audience reach expanded
5. Theory-based interventions
*Health interventions developed and guided by social and behaviour change theories are more
effective at promoting the desired change (eg. Trans theoretical model)
6. Evaluation to frame and measure change
*Evaluation important for monitoring, tracking and proving formative input for online interventions
*Evaluation methods developed to directly address the applications and technologies of internet-
based interventions
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
*applying serval complimentary delivery modes to reinforce key themes: twitter: short motivational quotes, blog: more in-depth information about the topic, youtube: visual appeal. *encouraging users to engage with web-based applications as well as each other, thereby developing active user communities. *tailoring and sending motivational messages to challenge dysfunctional beliefs or provide a cue to action (eg. reminder or the benefits or exercise) *personal contact via email, online or text message, and an advisor or mentor from which to seek advice, helps support behaviour change. Eight key themes and implications for using social media for health promotion: audiences, messaging and approaches. *targeting an audience: consider user demographic profiles, preferences for type of content, preferred technologies/tools. *message development: consider users characteristics, information preferences, type/mode of social media: trends, transactions and tools. *essential to stay up to date with the trends that shape and target social media. *what is popular now, not what has been popular or work in the past: user-generated content.
