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[lostinpublichealth-blog]

Social Media, Part One, Analysis Activity One, PH 402

San Diego County’s web page does not capture the attention of all age groups and only caters to the older individuals residing in San Diego County.  The information they are posting is similar to news articles you would see on the television.  It does not seem like they put much effort in reaching out to their audience and appealing to what they may like as each article is commonly known about due to it being the popular topic during that time.  There is a big focus on just text on their webpage and it does not reach out by using enticing photos that would make someone want to read what is on their web page.  

Unlike the San Diego County, San Francisco’s city and county web page really reaches out and includes a large audience.  The usage of hashtags and emoji icons makes it easier for all age groups to relate and catch their attention to what the city is trying to say. There is a lot of images and videos that they use to reach out to their audience.  Not only do they talk about the popular trending topics, but they also include a lot of unknown activities so people are able to explore their city.

           To improve San Diego County’s web page, the usage of hashtags can help their posts become more accessible and available to all people in the audience.  San Diego can also use more than just the topics that are talked about on a day to day basis.  They should be able to reach out to a bigger audience by talking about topics, such as activities around the country that everyone can be involved in.  San Diego County can also engage their audience more since their current engagement rate is barely at 5%.  What they can do to engage their audience is include more media that educates and also entertains the audience so they keep coming back to the web page. The county’s website can also share other stories to help engage the audience at different levels.  Most of the language that is used on the country’s website is not very understandable for most people.  By using an easily understandable language, it can reach out to more people since not everyone can understand the big vocabulary they are currently using.  

To improve San Francisco County’s web page, they should also post more events other than the typical one’s one may see around town.  Most of the posts they have only enticed the older generations, so the inclusion of things the younger generations may like can reach out to a larger audience.  They already use entertainment on their web page, but they should also include the education aspect in their entertainment to give the audience that learns in a different pathway a better way of gaining new information.  San Francisco can also include more demographics in the campaigns that they are promoting to show its citizens that people from all ethnicities are welcomed. To add on to the different demographics of San Francisco, there should also be posts that reach out to those who don’t have English as their first language.  By having some posts in a different language, it allows all of the San Francisco community to become engaged in their web page.

@globalcommunicationproject

[sdsuph402-blog]

You make a great distinction between the two facebook pages. I agreed with your suggestion that San Diego should include more about events in the city. I think San Diego does a fine job of being professional at drafting their language to their audience. I don’t think they have lower their grade-level reading/writing for the audience. 

I do also agree that San Fran should include more on education rather than all the entertainment. I like how you make note that the facebook page should be more diverse by using languages other than English. That is a very important and thoughtful consideration to make. I dont think i could’ve thought about that. But it make sense for both pages. I wonder what other prominent languages are spoken among the different communities in San Francisco. Obviously, here in San Diego, Spanish most likely comes second to English.

@globalcommunicationproject 

[ph402fall2016-blog]

Social Media, Part two, Analysis activity #2, PH 402

@globalcommunicationproject

Analysis Activity #1

When comparing the web page for the city of San Francisco to the city of San Diego, there are some major differences. The city of San Diego seems to be more active with about 2.35 posts each week, while SF only posts about 1.5 posts per week. I do feel that SD is better at trying to keep relevance to what is going on around the city. This past week, they had two posts about veterans and veteran’s day and they had two posts about the elections, with a random post in between. San Francisco has only posted one thing in the past two weeks and it was an inspirational quote. They only got 25 likes on the post and no comments. The other post was posted in October and it was about the voting deadline with only 5 likes. The city of san Diego averages about 53 likes per post with one post from last week reaching 115 likes (Veteran’s day post).

City of San Diego

1. They should post more frequently in regards to things are that happening locally, since they only post about 2.35 times per week

2. They should target certain demographics for certain posts and try to be relatable to the audience that they are trying to reach.

3. They should also start using hashtags and start sharing posts from other pages that they think might be relatable to some of their target audience. Using hashtags will allow those who are looking for certain hashtags to be able to find your posts.

4. The city also needs to start responding to the comments that are being made on the page because if not, then it could deter the audience

5. They should publish posts between 4-8 pm, which are the times that most people will be getting out of work and will most likely be on their social media accounts.

City of San Francisco

1. The city of San Francisco needs to build a better following base and needs to assess the type of demographics that they are trying to target.

2. They already use hashtags, but they should use more hashtags that are hopefully more relevant to the target population that they are trying to reach.

3. Although they do use hashtags, they only post about 1.5 times per week, which is less than SD county. This will not allow them to build that social connection they are seeking.

4. They should also try to check in to more places that they host events at  so that those who do follow them see that this page is relatable and also promotes such events

5. They do a great job at responding to the comments on their posts, but they need to actually post more and respond more to their audience so that they can build that relationship that is needed.

[sdsuph402-blog]

I agree with you, that San Diego and San Fran have major differences. San Diego is great at posting more regularly, whereas San Fran doesn’t post as much. It’s interesting that you suggest that San Diego should respond more to the comments. I think that is great. This way the page becomes a two-way street for the audience and the county. But I’m not too sure about the time periods to post you suggested. I dont think understand how we can map the peak hours of when to post. I know likealyzer had suggestions related to this as well, but I don’t quite get the statistics on that, since for me I’m on my phone all day. I don’t necessarily have a peak moment when i’m on my phone scrolling through facebook.  

@globalcommunicationproject

[sdsuph402-blog]

Social Media, Analysis Activity 1, PH 402

San Diego County Facebook page: San Diego makes a great use of their facebook page by discussing current events in San Diego and in the US. However could attract more facebook traffic by engaging their audiences. One way to do that would to use more hashtags. Hashtags are a great way to isolate different topics and see what appeals more to the audiences. San Diego can also engage the community by asking for their comments and suggestions. By asking a simple “what do you think?,” opens the conversation to public. Or instead of asking a question, put a call to action! Tell the audience members what you want them to do (like, share, comment, etc). On another note, I noticed that the San Francisco Facebook page promotes a lot their events. San Diego should learn from that and celebrate their city. There always seem to be events going on. So by telling the county about events, that could generate traffic to their page. Likealyzer says that users love to click on pictures. So if this page would post pictures whether from San Diego County host events or just more pictures in general, then they are more likely to get likes, shares, and comments. What's great about San Diego’s Facebook page, is their variety in articles that they post. The articles actually are interesting. Two of their recent top performing post include articles postings that generated a total of 300 likes, comments or shares!

San Francisco Facebook page: The San Fran facebook page seems to be more of a place to post about local events and recreational activities. Although thats a great way to engage the community, I don't think the page has established their respect as a county owned facebook page. I think there need to be some sort of professionalism and to hold off on being too casual. This page could include more topical conversation pieces or current events both local and nationwide. For more engagement from users they could ask questions, or use calls to action. Also since they already post about local events they could make their page more social by telling the users to “tag” their friends. Also they page needs to be regularly maintenanced and used! San Fran only posts about one post a week. The should post more in general and add variety to their posts. Post more pictures and articles. They could also cater to different users in their facebook page. Not everyone in San Fran finds interest in local events, so post more about different things to cater to all San Fran users.

@globalcommunicationproject​

[the-movemnt-deactivated20170912]

Listen: YG drops “One Time Comin’” dedicated in loving memory to the victims of police brutality

follow @the-movemnt

[hawtbigolbiscuitz-blog]

Messages, Part Four, Research Activity #4, PH 663

Kotler’s Explanatory Model (Product, Price, Place, Promotion, and Position) 

Product: Since it’s in New York, to probably take the train to get to your destination to avoid the pollution from traffic congestion or ride a bike or walk instead of being congested in traffic.  Or possibly have an electric cars.  

Price: The perceived benefits of changing this health behavior is not having the risk of getting cancer, heart and lung disease. 

Place: This message can reach New Yorkers because traffic is very congested and the air quality is bad.

Promotion:  Marketing for the campaign Environmental Defense.

Position: the disadvantages of riding in your own car or taking a taxi which still puts you in congestive traffic and put you in higher risk to get cancer, heart, and lung disease rather than just getting on a train and bypassing all this traffic to still get to your destination.  

In terms of the Campaign Objectives (Announce, Advise, Activate, and Advocate)  Announce: Environmental Defense website directs individuals as to where they can get more information about pollution from traffic congestion.  Advise: Environmental Defense gives factual statements of the risk factors of what can happen if you continue driving in congested areas in New York. Activate: Persuading the audience to support congestion pricing. Advocate: To join the all choked up social movement.  

Mc Guire’s Psychology-Based Model Perspective  (Inputs: Sources, Messages, Channel, Receiver, Destination) Mc Guire’s Outputs (Exposure, Attending, Interest, Comprehension, Skill Acquisition, Attitude Change, Behavior, Reinforcement, Maintenance, and Generalization)  

Allyson Felix is an olympian  track runner and my grandmother knows her personally and her family because to goes to my grandmother’s church, is a source for me.  The Source Allyson Felix is credible to me because of what she values as a Christian woman, and she is a positive role model.  The Message targets women, runners, people who likes the Bounty product, young girls who wants to be like Felix.  The Primary Media Channel is a special promotional item for the Olympics.  The Receiver the audience receives the message is practice makes perfect, to run everyday and increase your speed in order to run fast like Felix.  The Destination of the product the audience is trying to adopt is running in order to be fit and in shape to possibly be an Olympic runner. (if that is your goal)   Announce: Bounty paper towels is providing more exposure to the target audience that there towels are better and heavier duty.  Advise:  Bounty gives factual statement that is 2 x more absorbent than any other paper towel products.  Activate: Persuading the audience to buy Bounty paper towels.  Advocate:  To watch the Olympics, and support Allyson Felix.  

I think from the examples I picked, Kotler’s Business Based Model perspectives provides a clearer and more useful explanatory model.  Because the image for supporting congesting pricing in New York from the “Environmental Defense” organization is pretty straightforward to label the (5 P’s) and aligning it with categories of the Campaign Objectives (the 5 A’s).  

@globalcommunicationproject

[sdsuph402-blog]

I think you explain the “New York” ad well enough. If I would have seen this ad, I would have no idea of what it was actually promoting. I obviously see that there is concern for air pollution and that there is the “activating” part to support congestion pricing. I would’ve liked to see clearer understanding of what congestive pricing is as an audience member rather than being directed to a site. 

Then for your explanation about the Bounty ad starring Allyson Felix, I think you took a more personal meaning as Allyson was the source. Sure she may be credible as a christian woman, but I think Bounty was using her more as “celebrity”. For the general public they may take the message of “Oh this celebrity uses this product. I like this celebrity. I want to relate and use the same product as this celebrity.”  

@globalcommunicationproject

[nezzee5-blog]

Messages, Part One, Research Activity #1, PH663

Announce Example:

https://meded.ucsd.edu/freeclinic/index.php

A page announcing services offered at a free clinic at UCSD. 

Advise Example:

An advertisement for Gardasil, an HPV vaccine. The advertisement states the population that should be vaccinated and at what age.

Activate Example:

This advertisement calls on the audience to act and get a mammogram. Providing a phone number can increase the likelihood of women making an appointment to get screened.

Advocate Example:

This documentary looks into the sugar industry’s detrimental influence in health research and the harmful effects of consuming too much sugar.

Combined Objectives:

This advertisement both advises and activates the audience through statistics on a physical activity among kids and specific recommendations to encourage activity. 

@globalcommunicationproject

[sdsuph402-blog]

All are great examples for activity 1. For the “Advise” example, the Gardisil ad does more than “advise”. Along with giving factual information the ad also “activates” parents to get the HPV shot in order to protect their children. It’s hard to find an ad that is only exclusive to one of McGuire’s persuasion models, as they all seem to have complex objectives.  For your Activate example, that was a very clever ad, except they are very passive in their message. I think the ad could’ve done a better job of being forward in directing the audience to set up an appointment. 

@globalcommunicationproject

[sdsuph402-blog]

Messages research activity 4 PH402

Example one

McGuires: The ad activates the audience members to prepare before disaster strikes with a conversation.  

Kotlers: Price:  provide knowledge on disaster preparedness

Product: hold a conversation

Placement: across cities affected by floods

Promotion:government issued PSA, could be on poster and billboards and bus stops

Position: It’s to know what to do before a disaster strike than trying to figure out what to do when it happens.

Kotlers 5 P’s provides a clearer more useful explanatory model. The 5 P’s deliver the message in a more in depth coherent understanding of the community’s problem and directs a solution to the problem.

@globalcommunicationproject

Example 2:

McGuire: This ad. announces additional information on pregnancy and motivates women to ask any all question during their pregnancy and directs women to their OB/GYN.

Kotler: Price: better understanding of your pregnancy and a better relationship with your OB/GYN

Product: Communication skills

Placement: In doctors waiting rooms, women’s magazines, women’s health centers,

women’s locker rooms, women’s bathrooms, during pregnancy

Promotion: Print, posters, flyers

Position: It’s better to just ask about everything and know that its okay have an open

conversation with your OB/GYN.

McGuire’s perspective does the better job of conveying the message. Women can relate to this at a personal and quiet level and the message doesn’t have to be exploited everywhere. In this perspective women can understand that some question might be awkward to ask and somehow alter a professional relationship, but remind women that any health question should and can be asked.

[sdsuph402-blog]

Messages Research Activity 3 PH 402

1. Sound DARBUKA SOLO conveys an energetic feeling and could be used in sports or fitness campaign that motivates people to more active.

2.Sound CELLO LEGATO G SOFT conveys a somber sad feeling and could be used in Sarah McLachlan's ASPCA dog commercials to promote adoption or better treatment of animals.

3.Sound  FUZZY WAILING ELECTRIC GUITAR conveys careless ready to rock attitude and could be used in a scripted commercial of a guy drinking alcohol and mindlessly jumping in his pickup truck ready to drive off.

4.Sound  VINYL10 conveys an eerie feeling and could be used in a commercial describing/ showcasing the possible side effects of certain poor health behaviors. I can imagine this sound playing while a “smoker” is watching herself get yellow teeth and nails, bad skin, and getting news of cancer and in the ending scene of her looking in the mirror, still healthy, with the unlit cigarette in her hand.  

5.Sound ACOUSTIC REFLECTION RIFF conveys a calm feeling and could be used in a spot that is describing success in a change of healthy behavior.

@globalcommunicationproject

[sdsuph402-blog]

Messages research activity 1 PH 402

Announce: http://www.cvs.com/project-health Convience store make it easier to grab some house hold necessities and groceries, and some stores are making their quick stop shop convienent for your health. CVS Pharmacy stores do their campaigning about their health services and are prepared to provide additional information and motivation for healthy living.

Advise:http://www.eatright.org/resources/for-women Eat Right has segmented their population to provide the needs for certain populations. For women, Eat Right offers simple, evidence-based tips that advise and support women who are looking to eat healthy.

Activate: https://youtu.be/DX9JR1A7rf0 This a great example of Budweiser motivating drinkers to not drink and drive.

Advocate:http://www.hrc.org/ The Human RIghts Campaign promote mainly the LGBTQ community in today’s civil rights movement. Their logo of an equal sign is quite popular and is recognized as their logo and I think most people understand right away when they see this sticker on a car bumper or such

Combined: http://www.bphc.org/whatwedo/healthy-eating-active-living/sugar-smarts/Pages/Sugar-Smarts.aspx This public health campaign advises and activates its audience. Parents become aware of their misconception on sugary drinks and are motivated to decrease their child’s intake of sugary beverages.

@globalcommunicationproject

[globalhealththings-blog]

Audience Segmentation, Part three, Research Activity 4, PH402

I chose this example of audience segmentation because bug light is a large brand that may appeal to many. This particular ad was placed in “Out” magazine in the LGBT community and shows a male couple out having fun…with bud light. they put the people in the add in an inviting manner and the magazine is found in local gay bars. it all caters to the same general ground and speaks to this segmented group.

Then there is this ad which is a little confusing. I would assume they would want to target people who work out but from the wording of this I would gather they are targeting men only. I would also gather they are targeting men with a macho attitude that may hold their workouts very important to them. However, I think this ad misses the mark and alienates an entire potential clientele group such as women or honest decent people.

@globalcommunicationproject

[sdsuph402-blog]

This bud light ad is interesting because I never really thought of a beer company reaching out to the lgbtq community. I usually think of alcohol ads targeting men when they watching sports, or women at a party. I like how you acknowledge the placement of this ad. It would be more effective to publish this in a lgbtq centered magazine, rather than having to make a mainstream message. 

I think the Reebok ad is hilarious. And does a good job, in this case, segmenting men. The ad is playing on the saying that, “all men cheat.” The ad just gives a direction on what to cheat on and what not. Just in Reeboks interest, men could wear their clothes, work out, and have multiple women. More so I think guys appreciate the humor in this advertisement more than the actual message. I am also sure that Reebok has multiple ads that segment different groups of people. 

@globalcommunicationproject 

[phstudentsd-blog]

Audience, Research Activity #1, PH 402

I believe that the #LeadTheBreak campaign is, in fact, the result of segmentation. It seems like the segments utilized are Demographic, Psychographic, and Geographic. The #LeadTheBreak campaign appears to try to focus on the college student demographic who party and drink over Spring Break. However, I believe that the campaign may have missed their mark, as it seems like the students who are actually posting tweets using the hashtag are not avid partiers or drinkers to begin with, and that they are using their break to be productive and do something to make a difference in the world.

I do think that the #LeadTheBreak campaign was a great attempt at trying to sway college students away from engaging in unhealthy and risky behaviors during the break; yet, I feel that it did not successfully reach the audience members are the most critical to influence. It appears that the campaign was only really utilized by the students who would not engage in those spring break behaviors in the first place.

@globalcommunicationproject

[sdsuph402-blog]

Maybe the campaign missed their mark by not capturing the “avid partiers or drinkers” audience, but I think that the campaign showcased college students who aspire to be community leaders. I think the campaign was all inclusive for students, but could have done better at relaying the message of the campaign to the usual spring-breakers. Students can have the best of both worlds, of partying and serving the community. @globalcommunicationproject

[the-movemnt-deactivated20170912]

Schools are six times more likely to suspend Black girls than white girls. 

Schools are three times more likely to suspend Black boys than white boys. 

There are more security officers than counselors in three of the five largest school districts in the U.S.

The statistics won’t come as a shock to those aware of the “school-to-prison pipeline,” a series of policies and practices that push students, especially those most at-risk, from classrooms to the criminal justice system at a young age. 

It’s time we change the conversation and the policy that leads to more incarceration, inequality and hopelessness for so many.

Join the Issue Time discussion on the school to prison pipeline. 

Ask our experts a question by Wednesday 10/5 and follow @the-movemnt for the answers this Friday 10/7!

[sdsuph402-blog]

Audience module Research Activity 4, PH 402

1) http://static.boredpanda.com/blog/wp-content/uploads/2014/10/breast-cancer-ads-3.jpg

This print ad seems to carefully select its audience segment. This ad segments young women and promoting the ideal of checking your breast. Although mammograms seem to be of topic and something to do when your 40+, this ad reminds young women to check your breast routinely.

2) http://www.demilked.com/magazine/wp-content/uploads/2014/05/social-advertisement-powerful-ads-35.jpg

This ad is very general, but it brings forward the message, to not drive when your at risk of falling asleep at the wheel.  The ad could do more segmenting by showing who the driver is, maybe this could be targeted at truck drivers who drive endlessly across the country. This ad shows more of the consequence of an ill- behavior without reeling in on the audience.

@globalcommunicationproject

[sdsuph402-blog]

Audience Module Research Activity 3, PH 402

In Katrina Strapazzon’s video of target marketing by McDonald’s, she's goes through the different ways McDonald's attracts different segments of audiences. Like health communication audience segmentation, McDonald's approaches their different segments based on geography (different countries have their own menu items), income (options for dollar menu to premium), by age (happy meals or wi-fi), and by gender. This overlaps with approaches in health communication by targeting different segments based on their needs/wants. McDonald's is meeting the consumers where they are. By diversifying the menu across countries and having menu options at different cost, increases consumer “reachability”. In health communication, our job is to consider the audience's dimensions and where they come from and with that form our message, and choose our channel that best fits the audience. It becomes distinct in health communication because there is a specific message that we are sending out, and people tend to be either non-responsive or sensitive to the message. So health communication has to be specific to who their audience segment is and also keep in mind of how the same or other segments may react. @globalcommunicationproject

[sdsuph402-blog]

Audience Module Research Activity 1, PH 402

First off, I think using a social media channel like Twitter segments the population in it's own way. I would say the majority of Twitter users are millennial or young adults. After looking through the "#LeadtheBreak" Twitter campaign, it's obvious the audience focus is on students (either high school or college). The campaign is about abstaining from alcohol, so in order to keep the feed closely related to that message, the hashtag was directed to be used by student leaders who agree with the message and volunteer their time as community leaders as well. I think that Responsibilty.org did this as an organic effort for any student to show off how the spent their break, as opposed to this being a paid targeting effort. @globalcommunicationproject

[24747843-blog]

Channels, Part Three, Research Activity #6, PH 402

I’ve worked with chiropractors and neurosurgeons for the last 7 years so I am relatively knowledgeable about the spine and effective ways to manage back and neck pain. I heard a handful of my roommates talking about how their necks hurt after sleeping in an unusual position or re-adjusting to sitting in school desks that are a fixed distance away from the seats. I started offer little pieces of advice about what not to do straining/stretching the neck where it hurt or rolling the head around in a circle. In the beginning, they didn’t see particularly receptive, but after telling them about the background with my work they started asking more questions and seemed to put more stock in my advice. I think it’s demonstrative that community health advisers do need some sort of training to gain the trust of their peers, but that ultimately they can be very receptive.

@globalcommunicationproject

[sdsuph402-blog]

First off, that is great! Second, how can I better manage my back and neck pain? I always feel uncomfortable sitting in desks and lectures chairs and tend to slouch Lol. You don’t really have to answer that. 

Anyway, I don’t blame your friends for taking your advice with a grain of salt. We all hear so many tips from different people that we’ve become selective to what information is “right”, I guess. With acknowledging some sort of experience or training, like you said, I agree that then the community will have trust and be receptive to your advice. Moreover, health advisers need to be aware of the good and bad advice/ information and be able to dispute the differences. It would be a good conversation to have and assure healthy behaviors.   @globalcommunicationproject

[sizzlingpeacegiver-blog]

Channels, Part One, Research Activity #2, PH 402

The image I chose is from MTV’s reality show known as the “Jersey Shore,” one of the main casts on the show, Nicole “Snooki” is pictured here drinking a huge order of a margarita with two bottles of Corona flipped upside down while holding a cigarette on her hand. The show is undeniably entertaining; however, the cast truly exemplifies unhealthy behaviors by “glamorizing” excessive drinking and casual sex.

@globalcommunicationproject

[sdsuph402-blog]

This a fantastic representation of of media promoting unhealthy behaviors. I remember watching Jersey Shore and also keeping up with the Jersey community who have felt embarrassed by the shows not-so-fabulous representation of Jersey. The community in Jersey would also shame the show as an inaccurate depiction of what Jersey has to offer. Not only that, MTV viewers ranged from high school viewers to adult party- goers. I think the show had a great influence of viewers behaviors and expectations of the party life.  I also think the show itself opened a new direction and showcased the limitless boundaries of reality TV. @globalcommunicationproject