Session
C6: Social Media in Health Education
Time: Thursday, 06/Mar/2014: 17:00 - 18:00
Session Chair: Markus Gabriel, com.X - Institut für Kommunikations-Analyse & Evaluation

Presentations

Social Media as an innovative element in health education – a pilot project of the Federal Centre for Health Education (BZgA)

Guido Nöcker1, Thomas Quast2, Marc Jelitto2, Jörg Höwner3

1BZgA - Bundeszentrale für gesundheitliche Aufklärung, Germany; 2com.X - Institut für Kommunikations-Analyse & Evaluation, Germany; 3K12 - Agentur für Kommunikation und Innovation GmbH, Germany

Relevance & Research Question: In 2010 the Federal Centre for Health Education (BZgA) organised a workshop with experts called “Web 2.0 and Social Media in Health Education” (1). The aim was to reflect on the opportunities provided by new access channels in the context of media campaigns. As a consequence, the “Pilot Project on Improving Confidence in the Use and Efficacy of Social Media in Health Promotion” was launched in 2012. Up to 2014 nine social media interventions for the BZgA’s information and prevention areas of sex education and family planning are being developed by the participating partner agencies com.X and K12, linked with existing web sites and evaluated in terms of their possibilities of use, efficiency and efficacy for the educational work of the departments involved following the PRECEDE/PROCEED model (2). In addition to acceptance, use and suitability for implementation in everyday working life, a practical evaluation concept in Web 2.0 is developed. The following questions are to be answered by the pilot project: How can social media be used successfully in health promotion? Which tools are particularly promising and how can they be used in the everyday work of a federal institution?

Methods & Data: 9 Interventions used: Web care in forums, forum cooperations, Facebook page, cooperations, ads and badges, blogger relations, location based service and crowdsourcing. 7 survey instruments used: Studio tests (n=10 pregnant women / n=14 young people), online survey groups (online panel in 3 waves n=150/200), intensive interviews subsequent to the panel (n=10/14), on-site surveys (so far approx. n=1,300/2,400), persona-based cognitive walkthroughs, social media monitoring, web metrics analysis, process analyses, document analysis. Procedure: Different access channels to interviewees, incorporation of actual and potential users, mix of quantitative and qualitative methods together with surveys and tests for method control and triangulation.

Results: The surveys are still in progress; results and conclusions will be presented during the congress.

Added Value: The findings made can be transferred to other areas and institutions and their use of social media.

(1) http://www.bzga.de/infomaterialien/gesundheitsfoerderung-konkret/?idx=2022

(2) http://www.leitbegriffe.bzga.de/?uid=c52eb61fb20632b69156ace6c593f796&id=

angebote&idx=179

Nöcker-Social Media as an innovative element-169.pdf

Method mix in the research of social media instruments

Thomas Quast1, Markus Gabriel1, Guido Nöcker2, Jörg Höwner3, Marc Jelitto1

1com.X - Institut für Kommunikations-Analyse & Evaluation, Germany; 2BZgA - Bundeszentrale für gesundheitliche Aufklärung, Germany; 3K12 - Agentur für Kommunikation und Innovation GmbH, Germany

Relevance & Research Question: As part of the “Pilot Project on Improving Confidence in the Use and Efficacy of Social Media in Health Promotion” conducted by the Federal Centre for Health Education (BZgA) between 2012 and 2014, the evaluation institute com.X and the social media agency K12, are developing nine social media interventions for the BZgA’s information and prevention areas of sex education and family planning, linking these with existing web sites and evaluating the instruments in terms of their possibilities of use, efficiency and efficacy for the educational work of the departments concerned. Complex intervention and survey instruments are used in the pilot project. These were implemented for two different target groups (young people, pregnant women aged 20 and over). In order to provide informative results, multistage survey methods were used from a multiple perspective and for purposes of supplement and control (triangulation), and the results presented in relation to use. One main question in the pilot project is how different social media interventions on sensitive areas concerning health information and their impact can be researched using valid means.

Methods & Data: Seven interlinked survey instruments which have been aligned with interventions and target groups are used: Studio tests (n=10 pregnant women / n=14 young people), online survey/test groups (online panel in 3 waves n=150/200), intensive interviews subsequent to the panel (n=10/14), on-site surveys (so far approx. n=1.300/2.400), persona-based cognitive walkthroughs, social media monitoring, web metrics analysis, process analysis, document analysis. This facilitates different access channels to interviewees, incorporation of actual and potential users and multi-perspectivity. The mix of quantitative and qualitative methods as well as surveys and tests also serves method control and triangulation.

Results: The complex multi-perspective test and evaluation approach provides reliable information on the use of social media in providing information on sensitive subjects. It is still being investigated whether and how reliable assessments in the everyday use of social media are possible with a reduced evaluation set.

Added Value: The model multi-perspective evaluation approach can be transferred (once adapted) to other uses of and questions concerning social media.
Quast-Method mix in the research of social media instruments-171.pdf

Selection and implementation of social media instruments

Jörg Höwner3, Marc Jelitto1, Thomas Quast1, Guido Nöcker2

1com.X - Institut für Kommunikations-Analyse & Evaluation, Germany; 2BZgA Bundeszentrale für gesundheitliche Aufklärung, Germany; 3K12 Agentur für Kommunikation und Innovation GmbH, Germany

Relevance & Research Question: As part of the “Pilot Project on Improving Confidence in the Use and Efficacy of Social Media in Health Promotion“ conducted by the Federal Centre for Health Education (BZgA) between 2012 and 2014, the evaluation institute com.X and the K12, an agency specialising in social media i.a., are developing nine social media instruments (interventions) for the BzgA’s information and prevention areas of sex education and family planning, linking these with existing web sites and testing and evaluating the instruments in terms of their possibilities of use, efficiency and efficacy for the educational work of the departments involved. As the social media prism (1) shows, numerous social media instruments are used in Germany. Organisations are frequently faced with the challenge of selecting suitable instruments for a specific purpose. One aim of the pilot project is to answer the question as to how suitable social media channels are selected for communication and intervention measures.

Methods & Data: Based on an analysis of second studies, a catalogue with 22 relevant instruments from the areas of “Publish, Games, Share, Discuss, Location, Network and Commerce” i.a. were identified as having the criterion of positive experience in use in the area of health promotion. Guided by the communication objectives and the communicative tasks, the instruments were then assessed and selected in terms of the properties of information dissemination, level of impact, target group affinity (range) and controllability (e.g. with respect to confidentiality/data protection) using a decision matrix.

Results: Nine social media interventions were selected following an initial research and assessment phase: web care in forums, forum cooperations, Facebook page, cooperations and ads, as well as badges, blogger relations, location based service and crowdsourcing. Surveys and ultimate assessment of the actual suitability are still in progress.

Added Value: One open research question is which form suitable selection help will take.

(1) http://www.ethority.de/weblog/social-media-prisma/

Höwner-Selection and implementation of social media instruments-170.pdf

Acceptance of (state) experts in (private) user forums

Marc Jelitto1, Thomas Quast1, Markus Gabriel1, Guido Nöcker2, Jörg Höwner3

1com.X - Institut für Kommunikations-Analyse & Evaluation, Germany; 2BZgA - Bundeszentrale für gesundheitliche Aufklärung, Germany; 3K12 - Agentur für Kommunikation und Innovation GmbH, Germany

Relevance & Research Question: As part of the “Pilot Project on Improving Confidence in the Use and Efficacy of Social Media in Health Promotion” conducted by the Federal Centre for Health Education (BZgA) between 2012 and 2014, the evaluation institute com.X and the social media agency K12, are developing nine social media instruments (interventions) for the BZgA’s information and prevention areas of sex education and family planning, linking these with existing web sites and testing and evaluating the instruments in terms of their possibilities of use, efficiency and efficacy for the educational work of the departments concerned. Young people and pregnant women frequently visit online forums to find out about subjects of importance to them. In the same way that street workers look after their clientele in their usual everyday environment (street, meeting point), internet users can be reached by experts online in their preferred environment with web care measures. The following questions are asked in the paper: Which forums are suitable and what form does cooperation take with the operators? What is the reaction of the users to the presence of the experts in (private) forums? Which subject areas, forms of address and presentation etc. are adequate?

Methods & Data: Practical test in different forums, survey by: Studio tests (n=10 pregnant women / n=14 young people), online survey/test groups (online panel in 3 waves, each n=150/200), intensive interviews subsequent to the panel (n=10/14), social media monitoring.

Results: The openly visible deployment of experts for specific sensitive information and prevention areas is largely accepted and even welcomed. The provision of information by experts is viewed to be important. There is criticism from a minority, even from forum operators and moderators. There is also the potential here of kindling reactance amongst other users. Emphasis is to be placed – also to avoid reactance – on a sensitive and suitable presence in the forum.

Added Value: General information, deductions and recommendations on the open deployment of specialists and experts in (private) forums – also on less sensitive subjects.

Jelitto-Acceptance of (state) experts in (private) user forums-172.pdf