Using Facebook forums to engage in health conversations with a - - PowerPoint PPT Presentation

Using Facebook forums to engage in health conversations with a social media literate audience

Dianne Zalitis, Clinical Lead Pregnancy, Birth and Baby

Healthdirect Australia

About us

Healthdirect Australia designs and delivers innovative services for governments to provide every Australian with 24/7 access to the trusted information and advice they need to manage their own health and health-related issues.

Service began in 2010 out of the National Maternity Services Plan. Provides expecting, new parents (with child aged up to 5) with information to make informed decisions around their pregnancy and the care of their child Staffed by maternal child health nurses (midwives) and counsellors 7 days/week. 7am to midnight. Phone, Website, Video, Facebook Uses available and emerging digital technologies to provide national access to information and advice

What is Pregnancy, Birth and Baby?

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How consumers can access Pregnancy, Birth and Baby

• PBB was already a multi-media telehealth service
• Expanded into social to explore parents interest in direct real-time

public chat with maternal child health nurses

• Began as a pilot of Facebook live forums, now BAU

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Social media literate audience

Who is our audience?

User profile reflects population birth age

Australian data 2015:

• average age for women giving birth was 30.3 years.
• For Indigenous mothers was 25.6 years.
• 22% of mothers were 35 and over
• average age of first time mothers was 28.9 years old.

What is the current user behaviour? And will they engage via social media? 80% of pregnant women aged 20-35 are online

• Pregnancy, Birth and Baby users are digitally engaged
• have demonstrated appetite for multichannel access

to services

• particularly by social media, text and mobile.
• 77% parents use their mobile
• 24 to 35 yrs use social media first for

information and validation amongst peers

Behaviours

• High use of smart phone and

google

• Commonly search for conditions

through Google

• Googling was prevalent across all

demographic groups

• The first answer that looks

appealing is used

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‘..I google all the time.. No specific websites, google the term and see what comes up.’ Indigenous “We try and manage our own health, googling symptoms, looking for other cures, talking to other people with the same problems. Some of us go straight to the doctors, then if we are not sure what the doctor is telling us, we come home and google.” CALD Research: Online Activity Who else are parents listening to?

Who uses Pregnancy, Birth and Baby?

User profile – by state and rurality

Meeting PBB users needs via phone or social?

PBB phone user profile

Women 85%

All callers

Men 10%

All callers

PBB Facebook user profile

Where does the PBB Facebook community come from?

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Making the Leap into Facebook Forums

The dangers and pitfalls of health via social media

What about trolls and other scary stuff? Risk Management: What harm could we do? What harm could they do to themselves or

• thers?

Timing: What if we’re too slow to respond? What do we do with any negative comments? We can build it, but… “Will they come?”

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What is a Facebook Forum? In a Nutshell it:

• Is a 60 minute Facebook chat session live

and interactive

• Uses Facebook's comments system and

requires no additional technology

• Has a specific topic focus

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How does a Facebook Forum work? Planned, pre-forum promotion period, using the event page

Save the Date Event Invitation Reminder, day before

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How does a Facebook Forum work? …on the day Maternal Child Health Nurses (MCHN) available at a set time to directly engage in real time on a selected topic, using comments section. Moderators ensure that the discussion remains

• n-topic

At the end of the stated period, the comments field is closed

How do parents respond?

Unlimited potential to reach our audience Increasing interactivity of each group during 1 hour Facebook forums

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What we discovered…

500% increase in reaching parents. Live reach = consumers reached during the live forum hour Total reach = total consumers reached during the 48-hours that followed the live forum Proven successful in building reach and engagement outside of the live event.

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Dad’s guide to breastfeeding

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What to take to the hospital?

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Safely Leaping to social media

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What we discovered… Outcomes and clinical safety Just like the phone – instant and easy And like the web – accessible on any device, to read and share No negative comments or feedback.

Writing responses: Tone of voice Speed and accuracy Training and practice: Creating event pages Moderating comments Publishing posts Implications for practice Roles and the people: Who does what and when

Implications for practice Topic selection – What will engage your community? Consider: your ‘why do this’

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Pregnancy, Birth and Baby Contact Information Website: https://www.pregnancybirthbaby.org.au/ Facebook: https://www.facebook.com/pregnancybirthandbaby Dianne Zalitis, Clinical Lead, Pregnancy Birth and Baby: Healthdirect Australia Level 19, 133 Castlereagh Street Sydney NSW 2000

• P. 02 9263 9018
• E. dianne.zalitis@healthdirect.org.au

about.healthdirect.gov.au