IN MONTHS TIME

WHAT WILL
WHAT ROLE WILL SOCIAL MEDIA PLAY IN YOUR PUBLIC HEALTH CAMPAIGNS?
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UNDERSTANDING THIS WILL HELP YOU

Target activity at social media to deliver
cost-effective campaigns

Optimise marketing campaigns for audience expectations

Plan and benchmark marketing communications to demonstrate
value for money

Gain unique insights to inform planning and delivery of public health
campaigns

Access unmediated quantitative and qualitative insights to build a
more naturalistic picture of attitudes and behaviour
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Section 1:
Executive Summary





3
Section 2:
Introduction to themes:






4


Obesity


Alcohol abuse


Smoking cessation



Section 3:
Focus questions







6
C
ontents
How can local authorities use social media to promote public health?



2
1. W
hat prom
pts debate about public health?

All search results coded for topics:

Advice

Personal behaviour

Affects

Personal experience

Advertising / awareness campaign

Activity






2. W
hich aspects of public health are m
ost prom
inent on
social m
edia?

Volume of search results by search term, grouped as follows:

Obesity
- Lose weight
- Losing weight

Alcohol abuse
- Binge drinking
- Drink problem

Smoking cessation
- Quit smoking
- Stop smoking







3. W
hat is the opportunity to engage directly with people
looking to m
odify their behaviour?
All search results coded for personal behaviour, analysed according to:

Planning (to change habits)

Regret (bad habit)

Boasting / pride (at bad behaviour)

4. Are there regional variations which should be
considered?

All search results segmented by English and Welsh region

Search results (by theme) segmented by region

5. W
hich social m
edia channels do people use to discuss
public health?

Results segmented by social media channel

Top 10 most frequently appearing websites / users

Results segmented by search term theme

7
15
22
26
30
Section 4:
Conclusions and Recommendations




34
Appendix and Methodologies






35
THE TRUFFLENET SOLUTION
A study of 3,000 comments by social media
users in England and Wales about public health

A 30+ page written report with qualitative and
quantitative insights

Data tables segmented by region

Conclusions and recommendations for effective
public health campaigns
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How can local authorities use social media to promote public health? 2
Male Results
n=738
Female Results
n=982
11.5%
6.5%
1.9%
0.9%
0.5%
0.3%
0.3%
0.1%
1.1%
2.8%
0.5%
0.1%
9.4%
7.9%
1.9%
1.3%
0.7%
0.2%
0.1%
0.1%
2.5%
1.6%
0.3%
0.4%
Advent Calendar
Box
White Chocolate Single
Bag
Celebrations
Hot Chocolate
Ice Cream
Maltesers Milkshakes
Large Box
Big Bag
Single Bag
Pouch
Treat Bag
Greater
London South
East
North
West
Yorkshire and
Humberside
East England
Scotland
South West
West
Midlands
East
Midlands
North
East
Wales
Northern
Ireland
21.9% of
conversation
participants were
from Greater
London
12.7% of conversation
participants were from
the South East
11.0% of conversation
participants were
from the Northwest
9.3% of
conversation
participants
were
from Yorkshire &
Humberside
8.8% of
conversation
participants
were
from the East of
England.
REGIONAL
VARIATIONS
Results by region
Results by gender
@CoachHuggs this is a quote
regarding public health in the uk, this is
a quote regarding public health in local
authorities in the uk, this is a quote
@tymac721
This report is designed to answer seven questions
relating to social media conversations concerning,
using data from the online environment.
Truffenet's system searched the World Wide
Web, based on the search term between 23
November 2011 and 2 December 2011. This
search was conducted during the period leading
up to Christmas including the start of Advent.
Therefore mentions of seasonal are key features
within results.
During the search the system returned a total of
2055 results. From these results we extracted
2007 that were relevant to this analysis. Those
2007 results provided 23,922 separate pieces of
data that have been used throughout this analysis.
That is a ratio of 11.9 pieces of data per relevant
result (N.B. an explanation of data and results
terminology is contained in the introduction).
The following section addresses each question with
a summary answer, drawn from the information
that is presented in this report:
5%
60%
12%
20%
3%
60%
Strongly negative 5%
Negative 60%
Balanced 12%
Positive 20%
Strongly positive 3%
THE TRUFFLENET SOLUTION - DELIVERABLES
How can local authorities use
social media to promote public
health?
An analysis of social media conversations
focused on promoting public health in the United
Kingdom
Front page of report Example of data results tables indicated by region and by gender
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