Effective use of social media in public health: Promoting a practice exchange in pandemic and all-hazards preparedness and response

Social media and creative marketing for health promotion are used widely among public health professionals trying to effect positive change in their communities. However, planners often lack ways to learn from each other about successful practices and tools developed in other jurisdictions. The Public Health Practices Web site, a compendium of tools and strategies to help health agencies prepare for and respond to disasters, was launched in 2007. In 2011, a collaborative effort between an academic center and a national advocacy organization led to the creation of a social marketing campaign targeted toward engaging state and local public health planners in sharing and using practices on the site. By using social networking, targeted communications on topics of current relevance, and online features that facilitated quick access to relevant tools, Public Health Practices transformed what was once a stand-alone resource into an interactive disaster preparedness community for state and local planners. By creating a forum for greater collaborative relationships between planners, Public Health Practices allows health agencies to assess and develop their own all-hazards tools based on work conducted in other jurisdictions, as well as contribute insights and ideas on emergency preparedness strategies. This presentation will describe the content of the Public Health Practices Web site, the approaches used in designing the site and promoting its use specifically to health officials, lessons learned in engaging public health professionals in social media arenas, and an evaluation of social marketing efforts.