Million HeartsTM: Engaging Stakeholders and Building Momentum Through the Power of Social Media

Background: Million Hearts^TM is a national initiative to prevent 1 million heart attacks and strokes over five years. A joint effort of the U.S. Department of Health and Human Services and numerous public and private sector partners from across the United States, Million Hearts^TM established its social media presence right at the outset—in conjunction with its fall 2011 launch.

Program background: This presentation will focus on the innovative efforts of the Million Hearts^TM social media platforms, including Twitter and Facebook, to build awareness and engagement among the initiative’s target audiences: individuals, health care providers, hospitals and healthcare organizations, pharmacies and pharmacists, patient and community organizations, and employers and private sector organizations. Tactics have ranged from interactive pledges and Twitter chats to Twibbons, virtual gifts, and blogger engagement.

Evaluation Methods and Results: The intiative has tracked social media analytics, such as Likes, Shares and Comments on Facebook and Retweets, Favorites and Followers on Twitter. Analystics also have been gathered for specific tactics such as the use of "virtual gifts," downloads of "Twibbons," and participation and trending in Twitter Chats.

Conclusions: When used strategically, innovative social media tactics can effectively engage audiences and build awareness for public health initiatives such as Million Hearts^TM.

Implications for research and/or practice: Presenters will discuss 1) strategies for tailoring social media efforts based on need, target audience, and topic to help achieve public health goalsand 2) lessons learned from the Million Hearts^TM initiative.