Using Twitter chats to amplify health messages and engage partners

National surveys find that about 1 in 3 Americans use some form of complementary health practice, including the use of natural products and mind and body practices, often without the benefit of evidence-based information. More than 60 percent of American adults also seek health information online. In an effort to disseminate accurate, evidence-based information directly to consumers where they are, the National Center for Complementary and Alternative Medicine (NCCAM)  engages in several social media channels, particularly Twitter.

NCCAM regularly hosts chats on Twitter about the science and safety of complementary approaches for various health conditions. To this end, NCCAM coordinates with partner agencies to provide the most robust information possible.

In 2013, NCCAM hosted eight chats, reaching an estimated 7,381,204 people, garnering 97,634,115 impressions. More than a dozen major health organizations have participated and provided subject matter experts for the chats. In addition to the vast dissemination of evidence-based information, NCCAM’s consistent use of Twitter chats has resulted in fruitful partnerships and collaborations, vital to continued and extended consumer reach.

This ongoing and consistent strategy of using Twitter chats to engage stakeholders and consumers has helped to amplify important safety and efficacy information about a set of health practices that are often used without such knoweldge.  This low-cost, effective form of communication is an important tool for public health agencies  to collaborate and disseminate resources.

The presentation will include information regarding how to plan and conduct a Twitter chat, how to quantitatively and qualitatively measure results, and discuss the importance of consumer and partner engagement.

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Learning Areas:

Implementation of health education strategies, interventions and programs

Learning Objectives:
Describe how to plan and conduct a health-related Twitter chat. Identify the ways in which to both quantitatively and qualitatively measure results of Twitter chats in engaging key audiences. Discuss the importance of engaging partner organizations in planning and conducting Twitter chats. Name 3 key health organizations and influencers active in social media who contribute to ongoing health conversations.

Keyword(s): Social Media, Partnerships

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: as Director of Communications for NCCAM, I am responsible for planning, implementation, overseeing, and evaluating the Center's social media program.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

Back to: 4066.0: Using Social Media to Promote Health (organized by HCWG)