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Social Media & Tobacco Dependence

Jeff Poterucha, MA, CTTS

Mayo ClinicNicotine Dependence CenterRochester, Minnesota

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Objectives

Participants will be able to…

1. Define social media

2. Verbalize potential benefits and limitations of social media in tobacco treatment

3. Identify steps a health professional can take to incorporate social media into their work

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What is Social Media (SM)?

“Forms of electronic communication (as Web

sites for social networking and microblogging)

through which users create online

communities to share information, ideas,

personal messages, and other content (as

videos)

www.merriam-webster.com

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What is Social Media (SM)?

Put simply…

Conversations happening between individuals

online

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Who is Using it?

Everyone!

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Almost 75% of US adults are online

Over 1 billion active users in 2012

SM now makes up 1 out of every 5 minutes spent online

500 million tweets daily

Even he has an account !

72 hours uploaded every minute

87% of U.S. adults own a cell phone, 45% own smartphones

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How is Social Media Impacting Healthcare?

Engagement

Empowerment

Expertise

Healthcare is becoming increasingly collaborative

80% of adults online are searching for health information

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Why Should Tobacco Specialists be Online?

Professional/Ethical Obligation

Opportunity to help shape conversations and provide accurate information

Complement and reinforce available treatment options

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What Happens if We Remain Silent?

Example - Vaccine Hesitancy

If we don’t fill the void, someone else will

SM enables anyone to be a publisher of content

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Professional/Ethical Obligation

The needs of the patient come first

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Shaping the Conversation

Sharing accurate information

Reach the “hard to reach” populations

Use social media to complement, not replace treatment

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Support through Social Media

Pew Research Center (2011)

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ROI With Social Media

Cost-effectiveness of tobacco treatment

Cost to have Facebook, Twitter, and Youtube accounts

As I (Investment) approaches zero

R (Return) approaches infinity

$0.00

Lee Aase, Director, Center for Social Media at Mayo Clinic 2012

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Limitations

Evidence is limited

Confidentiality

Professionalism

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How Your Organization Can Get Started!

Start small, get comfortable• Try it out for yourself first• Consider a social media policy

Determine goals for engagement• Watch and listen to your audience• What do you want to accomplish?

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How Your Organization Can Get Started!

Seek support• See what others are doing• Develop a peer network

Blog: Mayo Clinic Center for Social Media

Facebook: Mayo Clinic – Nicotine Dependence Center

Email: poterucha.jeffrey@mayo.edu

Twitter: @JPoterucha

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ReferencesAlere Wellbeing (2011). Mobile Apps, Text Messages, & Social Media: Can They Really Help Smokers Quit?

Retrieved from http://wellbeing.alerewellbeing.com/mobile-apps-and-social-media-whitepaper

CSC (2012). Should Healthcare Organizations Use Social Media? A Global Update

Fiore MC, Bailey WC, Cohen SJ, et al. (2008). Treating Tobacco Use and Dependence. Clinical Practice Guideline, Rockville, MD: U.S. Department of Health and Human Services. Public Health Service.

Korda, H. & Itnani, Z. (2011). Harnessing Social Media for Health Promotion and Behavior Change, Health Promotion Practice, 12(3). doi. 10.1177/1524839911405850

Nielsen (2012). State of the Media: The Social Media Report. Retrieved from http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social- Media-Report-2012.pdf

Pew Internet & American Life Project. (2011). Demographics of Internet Users. Retrieved from http://www.pewinternet.org/Static-Pages/Trend-Data-(Adults)/Whos-Online.aspx