using social media for cdc's mission
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Using Social Media to Meet CDC’s Mission
H1N1 Flu Response
Jay M. Bernhardt, PhD, MPH@jaybernhardt
2009 Novel H1N1 Influenza
“In the next influenza pandemic, be it now or in the future, be the virus mild or virulent, the single most important weapon against the disease will be a vaccine.
The second most important will be communication.”
John Barry, Author of The Great Influenza in Nature (May 2009)
What Influences Health Behaviors?
http://www.curcuitcity.com
http://www.paintmyweb.com/images/web-logos.jpg
Average informed person reads or listens to 7 sources of information daily (Pew, 2008)
CDC Communication Strategy
Providing health information when, where,
and how people want and need them to
inform healthy and safe decisions
– Use customer-centered strategies
– Make information accessible and relevant
– Mix high repetition with deep engagement
– Combine high-tech with high-touch
The Power of Social Media
TraditionalMedia (vertical)
Social Media(horizontal)
Most trusted =People Like Me
- Edelman trust barometer
Aim for the“Sweet Spot” forReach & Impact
2009 H1N1 Pandemic Response
• Risk Communication Goals:– Provide timely, accurate, and credible information
about the 2009 H1N1 threat and prevention actions – Increase public awareness, knowledge, and adoption
of flu prevention and mitigation recommendations– Guide public expectations for change and variability
related to prevention and mitigation– Protect public and individuals’ health while minimizing
social, economic, and educational disruption
• Strategy: Two-way comm. thru multiple channels and partners and target vulnerable populations
http://www.cdc.gov/SocialMedia
2009 H1N1 Social Media Response
2009 H1N1 Web Stats
4,889,611 Email Updates: H1N1 Flu Emails Sent
223,176 Email Updates: Subscribers to H1N1 Updates
3.49 M H1N1 Flu Pages in Espanol: Page Views
4.53 M CDC.gov in Espanol: Page Views
115.85 MH1N1 Flu Pages: Page Views
349.66 M CDC.gov: Page Views
4,889,611 Email Updates: H1N1 Flu Emails Sent
223,176 Email Updates: Subscribers to H1N1 Updates
3.49 M H1N1 Flu Pages in Espanol: Page Views
4.53 M CDC.gov in Espanol: Page Views
115.85 MH1N1 Flu Pages: Page Views
349.66 M CDC.gov: Page Views
Totals (Apr 22 – Sept 10)
CDC Email Updates
• 232,030 subscribers to H1N1 flu email updates
• 5.07 Million H1N1 flu related emails sent
Online Video: YouTube
• 19 videos posted on YouTube
• 2.33 Million Views since April 22nd
Most Popular 2009 H1N1 Video
Symptoms of Swine Flu
YouTube: 1,582,583 views
CDC-TV:
72,645 views
YouTube: http://www.youtube.com/watch?v=0wK1127fHQ4 CDC-TV: http://www.cdc.gov/CDCTV/SwineFlu/index.html
CDC on Facebook
25,322 fans since CDC Facebook page launched May 1st
CDC Podcasts
917,579 views of CDC H1N1-related podcasts since April 22nd
CDC on Twitter
• 928,412 followers on 3 CDC Twitter profiles
• 435,969 click throughs to CDC.gov content from links posted on Twitter since April 22nd
CDC Widgets
www.cdc.gov/widgets 3.95 Million views of H1N1-related widgets since April 22nd
Virtual Worlds: Second Life
CDC Health-e-Cards
• 15,433 H1N1 flu eCards sent since April 22, 2009• 53,984 H1N1 flu eCards viewed since April 22, 2009
Mobile-Based Text Messaging
• Three-month pilot
• Launched September 2009
• Subscribers receive about three messages per week
• H1N1 flu messages and other health topics
• Health message testing and user evaluation
• 1,155 Subscribers since September 14th
2009 H1N1 Social Media Response
Steps Americans Have Taken in Response to the H1N1/Swine Flu Outbreak
25%
55%
27%
67%
Taken any steps to avoid being near someone who has flu-like symptoms
Harvard Opinion Research Program, Harvard School of Public Health, May 5-6, 2009.
% saying in response to reports of H1N1/swine flu, they/member of their household has…
Avoided places where many people are gathered together, like sporting events/malls/public transportation
Washed hands/used hand sanitizer more frequently
% saying in response to reports of H1N1/swine flu, they personally have…
Made preparations to stay at home if they or family member is sick
Avoided air travel
2009 H1N1 Communication Impact
Harvard Opinion Research Program, May 2009
“…The CDC is clearly making an effort to provide site visitors with multiple ways and formats to consume this serious content, from video explan-ations to podcasts featuring health domain experts…
…So yes, swallow your pride. We can learn from the ‘big, fat, impenetrably slow and bureaucratic’ agencies out there. Suck it up and take action.”
-- Pete Blackshaw Advertising Age
Feedback from Media & Experts
Feedback from Media & Experts
“As the government tries to get in front of the rapid spread of information, it's learning some important lessons about how social media is used in crisis situations.”
---National Public Radio
"When it comes to swine flu, the Feds are maintaining full online alert. As news about the epidemic has burned up all corners of the Web, the Centers for Disease Control and Prevention and the Department of Health and Human Services have been using Twitter and YouTube, among other sites, to disseminate information.”
--Washington Post
Conclusions
• Apply best-practice principles– Use customer-centered strategies– Make information accessible and relevant– Mix high repetition with deep engagement– Combine high-tech with high-touch
• Expand research and evaluation efforts
• And most importantly…
For more information go to: http://www.flu.gov
Jay M. Bernhardt, PhD, MPHUS Centers for Disease Control and Prevention
• http://blogs.cdc.gov/healthmarketingmusings/
• @jaybernhardt
Thank You
CDC Selected Social Media Resources
• Social Media Main Site: http://www.cdc.gov/socialmedia
• Social Networks
–Facebook: www.facebook.com/CDC
–My Space: http://myspace.com/cdc_ehealth
–Daily Strength: http://dailystrength.org/groups/cdc
• Mobile sites
–m.CDC.gov
–www.cdc.gov/mobile
–www.cdc.gov/mobilehealth• CDC.gov Widgets
–http://www.cdc.gov/widgets
• Twitter– http://twitter.com/CDC_eHealth – http://twitter.com/CDCflu– http://twitter.com/CDCemergency
• CDC TV http://www.cdc.gov/CDCTV/• Email Updates
http://www.cdc.gov/emailupdates/ • eCards
http://www2a.cdc.gov/eCards/index.asp • Podcasts/RSS
http://www.cdc.gov/podcasts • Virtual Worlds
– Second Life http://secondlife.com (191, 86)
– Whyville http://www.whyville.net/ • CDC eHealth Metrics
– http://www.cdc.gov/metrics