http://canadianpress.google.com/article/ALeqM5iVL8_L-Hff3bNhErs75Adr-5URmg
This article has been forwarded in email but I thought it needed to be on the blog. Interesting article about how anti-vaccine campaigns are springing up on Youtube and getting more attention than pro-vaccine messages.
Here is a powerful nugget of advice from Janis Whitlock, Cornell University, that speaks to us directly:
" ... public health is going to have to come to grips with this medium of information dissemination. We can't ignore ... that it's the dissemination of information, for ill or for good."
The article adds, "in the past some vaccine advocates didn't like to address the claims of opponents, assuming any discussion of what was seen as views from the fringe was counterproductive. But the Web 2.0 universe requires a new strategy."
I think this goes right along with what we've been talking about -- reaching people who are having the discussions about vaccines, at their level. If we concede viral video and other non-traditional (but now accepted) forms of communication to "the enemy," it'll be harder to win over the public.
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7 comments:
I did some quick checks on Youtube using search terms like "flu shot" and "vaccine". There really are a lot of video clips out there and a lot of them are anti-vaccine. Jenny McCarthy may not have much credibility, but RFK Jr, while not a scientist, is well respected.
The IAC blog site has a great blog by Andrew Resignato about understanding the people who are against vaccination.
This underscores what the social marketer Craig Lefebvre has been preaching about the need for public health to get away from out brochures and billboards, and not only come into the electrionic age, but to make strategic and intentional use of social media.
Mike Newton-Ward
Social Marketing Consultant
NC Division of Public Health
The use of "social media" marketing techniques by public sector organizations is not only a good idea, but a MANDATORY one. It's not just about reaching those specific niche audiences, but actually getting engaged with them, listening to their concerns, and participating in the discussion, rather than pushing information at them. There is also a common misconception out there that social media channels are used mainly by youth (18-25). Consider these stats:
Facebook: 57 million users, 71% of them are 25+, average 25 min spent per day, growing by 3% weekly
LinkedIn: 16Million users, Average Income $130,000+, average age 35-55
Our organization's mission is to advance the marketing discipline in the public sector. One of the key things we teach our government, non-profit and association clients is how to properly use the power of Social Media in their campaigns.
For more info, you can visit my blog at: www.mikekujawski.ca
Hi. I'm not in your group, but I've worked on a lot of public health social marketing campaigns (at Brogan & Partners), and now I do a lot of social media work (at my new company Ignite Social Media).
Mike N-W (who I know) is absolutely right. Brochures at the public health office aren't 1/2 as effective.
For years, public health has bemoaned small budgets (and rightly so). But what you DO have is authority and information.
Do a response video to these YouTube videos. Stick a camera on your public health director or epidemiologist or whomever and load it up to YouTube with a "re:" name on it.
This new media is such an opportunity for public health if you challenge assumptions.
~Jim Tobin
Jim and Mike - Thank you for posting your insightful comments. I must admit that we had not anticipated folks outside the team to read, let alone participate in this blog. I think this is great! You're more than welcome to join the dialogue and contribute to the the discourse on this topic. We're also interested in "viral health communication" via the web and your participation on this blog is a prime example of how information can be shared. I can only imagine the response if we actually proactively promoted this blog!
Jim and/or Mike - I understand that you were involved with the Kaiser/Ad council's latest webcast on health and technology. It speaks to precisely what we're talking about. We're in the process of identifying speakers and people to interview for our broadcast. In particular, we're looking for someone that can speak to the trends of the changing health consumer and how technology can reshape the way we communicate health information. If any one just popped into your head, please let us know. Much appreciated!
I highly recommend my colleague Jim Mintz who was Director of Marketing at Health Canada for well over 20 years and is a world renowned Social Marketing and Health Promotion expert. We are currently running a cross-Canada workshop where Jim spends a day talking about Social Marketing and then I spend a day talking about using Social Media in Social Marketing Campaigns and other Public Sector Marketing endeavors...
Feel free to reach me anytime if you want to set something up with either Jim or myself at 613.899.1348 or go to www.publicsectormarketing.ca for additional information and our CV's.
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