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Most People are Consumers Not Creators of Social Media Health Content

Happy New Year and best wishes for 2014! I thought I’d kick off the New Year discussing an interesting online trend - that most people are consumers rather than creators of health-related social media content. I believe this is a pertinent discussion because as more healthcare organizations pursue larger online audiences, it’ll be increasingly important for them to understand the content habits of these audiences e.g. who are the creators vs. the consumers of content; where do they hang out; and why do they behave the way they do. This type of persona insight is incredibly useful in helping healthcare marketers to segment and target their audiences more precisely. So let’s get started. In the beginning… Historically (i.e. before Web 2.0) online health information seekers went to organization-sponsored websites (which … [Read more...]