Keep it social: Federal agencies utilize social media to raise concussion awareness
By Nicki Karimipour
The advent of readily available online medical and health information has made it easier than ever to self-diagnose and check symptoms, seek treatment or to know when to contact an emergency room. In recent years, the efforts of the Centers for Disease Control and Prevention (CDC) and the National Institute of Health (NIH) to combat youth concussions have taken on a social media role.
In this day and age, government, federal agencies and hospitals utilize social media to cast a broader net—in particular, to gain recognition from young people, who are active users of social media in this country. With options to subscribe to their updates or “follow” them, young people have the unique opportunity to become more educated about health and medical topics to which they may not have otherwise been exposed.
However, “the younger audience is also among the healthiest groups, so they have less of a perceived interest and need in these kinds of health messages,” said Lee Aase, Director of the Mayo Clinic Center for Social Media. “But there are different kinds of messages that resonate with them, more about prevention. But in many cases with younger people, they feel healthy and don’t feel as much of a need for health because they have it.”
This is especially important for youth, who are at a greater risk for sustaining concussions while engaging in sports or leisure activities.
As for reaching the older set, who may not be as Internet or computer savvy?
“YouTube is helpful because you aren’t required to have an account, whereas Facebook and Twitter require accounts,” Aase said. “With YouTube, you just need to be able to search on the Web. Even though a lot of the older population is on Facebook as well, a media platform where no membership is required, such as blogs and YouTube, is a way to reach them.”
The NIH uses social media to disseminate messages about different topics of public health interest. They maintain RSS feeds, NIH Radio, Twitter, YouTube and Facebook accounts. NIH’s National Library of Medicine maintains a Twitter page where it provides frequent health and medically related updates, in addition to MedLine Plus, an informative site covering a wide array of disease and health topics.
“Using YouTube enables us to share a lot more in depth information than is available in other platforms and in traditional media,” said Aase, when asked about the ways in which the Mayo Clinic is harnessing the power of social media to disseminate messages to the public. “That is one of the core ways of providing good, trustworthy content.”
The target audience for these messages can vary.
“It’s really a self-selected kind of audience–people who have a medical need or concern, people with serious or chronic conditions who are looking for information that will be relevant to them.”
Maintaining presence along a broad range of platforms is important, as well.
“The Mayo Clinic uses Facebook, YouTube, Twitter, blogs—those are the core,” said Aase. “Then we have done some things with Pinterest. Any time there gets to be about 10 million users of a platform, that becomes a platform we should probably pay attention to.”
The CDC, a federal agency under the Department of Health and Human Services, operates quite a few social media accounts aimed at educating the public and getting the word out about various topics. Their concussion related Facebook page is called “CDC Heads Up – Brain Injury Awareness.” A program of the CDC Injury Center, the page maintains a social media presence by disseminating information about concussions to the users who have “Liked” their page and subscribed to timely updates.
“The goal of CDC’s Heads Up Facebook page is to raise awareness about better prevention, recognition and response to brain injury,” said Graham Kirkland of the CDC. “We have an engaged community of brain injury survivors, family members and caregivers. They help each other with advice and give positive feedback to Heads Up promotions.”
More specifically, the Heads Up Facebook page has introduced new methods with which to engage young users of social media. Namely, “Trivia Tuesday” has been introduced as of July 2. Trivia Tuesday consists of a question posed to Facebook users who have subscribed to and “Liked” the page.
“The Heads Up Film Festival encourages video storytelling of experiences, successes, challenges, goals, memories and the hopes that motivate people,” said Kirkland in regards to the goals of the interactivity-based features of Trivia Tuesday, live chats and the festival. “The film festival is non-competitive and open to anyone who cares about brain injury. This year the film festival received a variety of videos – even a song! Heads Up also hosted a live chat via Twitter with professional athletes and experts to raise awareness about brain injury.”
In addition, Heads Up periodically hosts live chat sessions with various experts and athletes. In the past, there have been live chats with former NFL player Sean Morey, former professional wrestler and football player turned concussion advocate Chris Nowinski, Seattle Seahawks Team Physician Dr. Stan Herring, Director of CDC’s Division of Injury Response Dr. Richard Hunt, among others.
As for the various features on the page, Kirkland views the main page as “a supportive community for posting stories and updates about brain injury. The Materials page offers downloadable print materials to caregivers, coaches and other professionals. Podcasts and E-cards pages are for Heads Up multimedia and educational materials. The Events page is for activities like the Heads Up Film Festival.”
Earlier this spring, the page had a call for user-generated submissions for their “Heads Up Film Festival – Give Brain Injury a Voice.” Users had the opportunity to interact with each other and the agency as a whole by creating and uploading videos to YouTube and identifying them with the tag “HeadsUpFilmFestival.” Many users revealed their very personal stories and experiences with concussions or head injuries. Sharing their stories is just an added bonus—an important feature of social media is that it allows for a synchronous, two-way communication and greater interactivity than traditional media forms can offer.
According to the CDC’s Social Media Toolkit, the agency seeks to provide the public with “science-based” information via social media outlets. Delivering messages that are “accurate, consistent, and science-based” to social media users is an important aspect of using new media forms to reach a broader base of people. Encouraging participation is another tenet of their social media toolkit. Integration of features like trivia, videos, live chats, and “tailored” communications aid as a call for action and raising awareness.
Undoubtedly, the page has helped people who are suffering from concussions or traumatic brain injuries.
“The Heads Up Facebook page is a supportive community for sharing stories with other brain injury survivors, family members and caregivers,” said Kirkland. “It connects people with educational resources and local groups, such as the Brain Injury Association of America (BIAA).”
Aase echoed these sentiments, saying that hospitals can use social media tools “to educate patients, listen to patients, and help providers connect with each other in order to provide helpful information to encourage collaboration.”
Looking to governmental agencies as leaders in research and prevention, citizens may look to these groups to provide information and “best practice” methods in aspects such as education, prevention, treatment and risk reduction.
For more information, visit www.facebook.com/cdcheadsup.
Sources consulted:
http://www.cdc.gov/
http://www.nlm.nih.gov/medlineplus/
Nicki Karimipour is a graduate student at the University of Florida in the College of Journalism and Communications. Her research focuses on media depictions of sport related concussions and traumatic brain injuries.