PewInternet.org Public Relations in the Networked Age The new information ecosystem of e-patients PRSA – Health Academy Indianapolis May 3, 2013 Lee Rainie Director, Pew Internet Project

What is Pew? A “fact tank”? “Tell the truth, and trust the people” -- Joseph N. Pew, Jr.

3 “Tweckle (twek’ul) vt. To abuse a speaker to Twitter followers in the audience while he/she is speaking.”

4

5 we need a tshirt, "I survived the keynote disaster of 09" it's awesome in the "I don't want to turn away from the accident because I might see a severed head" way too bad they took my utensils away w/ my plate. I could have jammed the butter knife into my temple.

Networked patients and the triple revolution 1) internet/broadband 2) mobile connectivity 3) social networking; social media

Lisa Kimbell “If you're reading this it's because I managed to convince Peter to send it which makes me very happy even tho I'm sure it makes Peter feel uncomfortable. I'm sending a check out to Oregon today…. Since most of us are far away, we can't do much of that but we can provide some cash to reduce the stress of figuring out how to deal with the day-to-day while they're dealing with something way more important.” Blogger Jessica Lipnack: “… because you are reading this post, you are connected to P+T. Without their pioneering ideas and frameworks, this kind of connection, between you and me right now, would be very different.” Then she quotes Lisa Kimbell’s text

Meaning of P+T for public relations Social world has moved from tight groups and organizational hierarchies to looser and more diverse networks – “networked individualism” Networks have risen in trust / institutions have declined … but institutions can become network “nodes” Networks have segmented and layered Social media is a part of networking behavior Amateurs stand beside experts as teachers and helpers

Three tech revolutions

Digital Revolution 1: Broadband Internet (85%) 3%

Networked creators and curators (among internet users) 69% are social networking site users 59% share photos and videos 46% creators; 41% curators 37% contribute rankings and ratings 33% create content tags 30% share personal creations 26% post comments on sites and blogs 16% use Twitter 15% use Pinterest 13% use Instagram 14% are bloggers 6% use Tumblr 18% (of smartphone owners) share their locations; 74% get location info and do location sharing

Internet and health

Other key facts Women do many things for e-health at greater levels than men Search engines are by far the most likely starting point for health queries Half of health searches are for someone else Better educated folks are health-seeking omnivores

Impact on health public relations More volume, velocity, and variety of information New pathways to customers / tastemakers Rise of “fifth estate” of media actors (including citizen “vigilantes”) – harder to control message More arguments and harder to assess threats Collapsed contexts of messaging

Revolution 2: Mobile – 89% of adults 51% smartphones / 31% tablets Total U.S. population: million 2012

Apps > 50% of adults

Mobile Health Information: Demographics 31% (among all cell owners) 45% (among smart phone owners) Men2946 Women3345 Age **66*** **59** *34* Race/ethnicity White, Non-Hispanic2742 Black, Non-Hispanic35*47 Hispanic38*49* Annual household income Less than $30,000/yr2835 $30,000-$49, * $50,000-$74,99937*56** $75,000+37*68*** Education level No high school diploma1721 High school grad26*36* Some College33**50** College +38**61***

Health and mobile – self-tracking 21% use technology -- 7% use apps

Attention zones change – “Continuous partial attention” – Deep dives – Info snacking Real-time, just-in-time searches and availability change process of acquiring and using information – Spontaneous activities – Be “ready for your closeup” Augmented reality highlights the merger of data world and real world Impact on health public relations

Digital Revolution 3 Social networking – 59% of all adults % of internet users

Health and social networks

Composition and character of people’s social networks changes AND networks become important channels of … – learning – trust – influence Organizations can become media companies themselves … … and “helper nodes” in people’s networks Impact on health public relations

More demands for transparency A few more thoughts More attempts at hacking, breaking and entering, and messing with you

Health outcomes payoff Monitoring Interventions and reinforcement Skills training – meds/devices Emotional and social support among peers “Information prescriptions” Amateur research contributions – online recruitment, communities and clinical trials

Be not afraid

Thank you!