Mobile Social Media: Connecting Online and Offline Engagement for Impact

Background: The growing use of mobile devices, especially smart phones and tablets make using social media a finger tap away. Fully 40% of cell phone owners use social networking sites (SNS) on their cellphone with 28% doing so on a typical day. Narrow in on young people ages 18-29 and use of mobile SNS increase to 67%. African-Americans and Hispanics are also more likely to engage in mobile SNS use. The increasing trend of mobile SNS use holds implications for health communication efforts from a content, design and engagement perspective. Its greatest opportunity is found in creating shared experiences that blur online and offline engagement for impact.

Program background: This session will share a mobile social media case study that lives within the context of a wider health communications campaign around HIV testing, housed within the Act Against AIDS initiative. Attendees will hear how mobile social media was used during campaign events to help drive online advocacy efforts in support of HIV testing.

Evaluation Methods and Results: Given this initiative kicks off June 2013, only preliminary and observational results can be shared. However, this session will also showcase additional inspiring uses of mobile social media within a public health context and touch on various tools and techniques any program could utilize and incorporate into their communications—from social video to mobile photography. During this portion of the panel, attendees will also learn how global shifts in digital media—such as mobile SNS use—are disrupting the traditional campaign model, spurring a shift from that of campaign to that of a cause.

Conclusions:n Understanding mobile SNS use can help unlock new opportunities to help programs bridge the gap between offline and online connections, conversations and communities. This session also introduces new ways of thinking about campaign models to drive engagement and influence behavior, providing supportive research and inspirational models for impact. 

Implications for research and/or practice: The people and communities we want to connect and engage, are literally on the go—so let’s explore how we can build movements through the added help of mobile social media to create shared digital experiences.