Web 2.0 Strategies That Work for Immunization Education and Outreach Programs

Background:
Internet users include important audiences for immunization programs, such as adolescents, women, and parents of young children. These audiences are also the most likely to use and expect Web 2.0 features, like blogs, RSS feeds, and social networking services. Web 2.0 technologies offer an opportunity to connect with these strategically important audiences, while increasing the accuracy of vaccine messages in a competitive online environment.

Setting:
N/A

Population:
The audiences for Web 2.0 outreach efforts include:
• Adolescents
• Parents of adolescents
• Parents of young children
• Public health partners and stakeholders

Project Description:
Participants will learn how to develop their niche on the World Wide by creating up-to-date sites and effectively using existing Web 2.0 platforms. This presentation will review the utility of blogs, social networking, and book-marking sites for immunization programs seeking to promote messages and programs. Participants will explore how a modern and engaging Web presence can increase a program's reputation as a resource for accurate and compelling vaccine information.

Results/Lessons Learned:
At the end of this presentation, participants will understand how to:
Identify key audiences and goals;
Develop and use blogs and RSS feeds;
Establish a presence on social networking Web sites;
Use online forums to reach stakeholders and partners;
Promote messages to key constituencies and audience segments through interactive content, social networks, and viral marketing.