Engaging communities in setting and prioritizing health communication research agenda

Web 2.0 technologies have spurred tremendous changes in communication across health-related sectors, including among public health research communities funded by the Federal government. In an effort towards greater transparency and collaboration, agencies (e.g. HHS/NIH & NSF) are using interactive, web-based media to solicit community input to set future research agenda and priorities. How do social media platforms differ from traditional platforms in the information and opinions solicited? Do these ‘crowd-sourcing' efforts result in increased participation and collective intelligence? This presentation will discuss results from the National Cancer Institute's 2011 initiative to invite and engage research community on the development of a funding opportunity announcement (FOA) on social media in cancer communication. Over the next 6 months, we plan to employ multiple channels to reach various sectors, inviting comments on the proposed FOA. A variety of communities will be invited, including NCI-designated Cancer Centers, NCI grantees, professional organizations including the APHA, American Society of Clinical Oncology, American Society of Preventive Oncology, Society of Behavioral Medicine, editorial board members of prominent cancer journals, commercial IT and health care leaders. Using an established virtual community on health IT (“Informatics for Consumer Health” website), we will request insight on research questions and ways to frame the FOA to increase its applicability in improving patient-centered care. Our engagement strategy includes micro-blogging, email invitations, and moderated discussion boards. Effectiveness of this initiative in soliciting meaningful community input and improving FOA development will be critically evaluated. Affordances and constraints of social media-based community participation will be discussed.