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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. How can social media be effectively employed for public relations in health communication? . Social media have become essential tools of strategic communication

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How can social media be effectively employed for public relations in health communication?

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  1. Implications from an analysis of the Health Information National Trends Survey SUEKYUNG LEE BEOM JUN BAE How can social media be effectively employed for public relations in health communication?

  2. 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 BACKGROUND OF THE STUDY

  3. 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 health-related cognitions, affections and behaviors • Explore how social media can be utilized as effective communications for PR campaigns PURPOSE OF THE STUDY

  4. Secondary data analysis 2007 Health Information Trends Survey (n = 7,674) Subset of the data: Internet users (n = 5,078) METHOD

  5. 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

  6. 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 Results: Who uses social media?

  7. Support group • Lower perceived susceptibility, lower frequency of cancer worry, more cancer information seeking • Poorer subjective health perception and higher depressive symptoms • Blogging • Higher depressive symptoms • Social networking site • Lower response efficacy, lower cancer information seeking • Poorer subjective health perception, and higher depressive symptoms What effects on health social media have?

  8. 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 What can be done?

  9. Non-Internet users were more likely to have a cancer history, be less-educated and minorities. Exclusion of Facebook users Limitation

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