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.
What is Pregnancy, Birth and Baby? 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
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 4
Social media literate audience 5
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? • Pregnancy, Birth and Baby users are digitally engaged • have demonstrated appetite for multichannel access to services • particularly by social media, text and mobile. 80% of pregnant women aged 20-35 are online • 77% parents use their mobile • 24 to 35 yrs use social media first for information and validation amongst peers
Who else are parents listening to? Research: Online Activity ‘..I google all the time.. No specific Behaviours websites, google the term and see what comes up.’ Indigenous • High use of smart phone and google “We try and manage our own • Commonly search for conditions health, googling symptoms, looking through Google for other cures, talking to other • Googling was prevalent across all people with the same problems. demographic groups Some of us go straight to the • The first answer that looks doctors, then if we are not sure appealing is used what the doctor is telling us, we come home and google.” CALD 8
Who uses Pregnancy, Birth and Baby? User profile – by state and rurality
Meeting PBB users needs via phone or social? PBB Facebook user profile Women 85% All callers Men 10% All callers PBB phone user profile
Where does the PBB Facebook community come from?
Making the Leap into Facebook Forums 12
The dangers and pitfalls of health via social media What about trolls and other scary stuff? We can build it, What do we do with any but… negative comments? “Will they come?” Risk Management: Timing: What harm could we do? What if we’re What harm could they do to themselves or too slow to others? respond?
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 14
How does a Facebook Forum work? Planned, pre-forum promotion period, using the event page Save the Date Event Invitation Reminder, day before 15
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 on-topic At the end of the stated period, the comments field is closed 16
How do parents respond? Increasing interactivity of each group during 1 hour Facebook forums Unlimited potential to reach our audience
What we discovered… 500% increase in reaching parents. Proven successful in building reach and engagement outside of the live event. Live reach = consumers reached during the live forum hour Total reach = total consumers reached during the 48-hours that followed the live forum 18
Dad’s guide to breastfeeding 19
What to take to the hospital? 20
Safely Leaping to social media 21
What we discovered… Outcomes and clinical safety Just like the phone – No negative comments or instant and easy feedback. And like the web – accessible on any device, to read and share 22
Implications for practice Training and practice: Roles and the people: Creating event pages Who does what and Moderating comments when Publishing posts Writing responses: Tone of voice Speed and accuracy
Implications for practice Topic selection – Consider: What will engage your your ‘why do this’ community?
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 25
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