Renata Schiavo, Ph.D., M.A.

A recent 2009 survey of professionals from a variety of industries shows that while 86% of those polled have adopted social technologies, only 16% of them said they currently measured ROI (Return On Investment) for their social media programs (Mzinga and Babson Executive Education, September 8, 2009). These data are particularly significant in the public health and non-profit settings where measurement should be always emphasized in light of limited resources and conflicting priorities.

In recent times, health  organizations increasingly use or seek to use new media as part of health communication interventions and/or organizational communication efforts intended for a variety of lay and professional audiences.  Within this context, several trends and strategies are emerging in relation to the evaluation of social-media based communication that aim
to assess the impact of new/social media on changes in awareness, knowledge, and - most importantly - individual, community or social behavior. As with the other areas of health communication, the importance of a rigorous evaluation process is increasingly emphasized by donors, program stakeholders, and leading organizations.

This webinar will help you:

• Understand why you should measure (in addition to satisfying donor's requirements) 
• Review current trends, evaluation types and models 
• Review evaluation tools used for new media-based interventions 
• Discuss best practices and issues with data collection 
• Understand best use and emerging trends in new media use 
• Discuss case studies, practical examples and resources

• Program managers/directors, development officers/directors
• Communications managers/directors, marketing managers/directors
• Other public health professionals
• Academic researchers with an interest in online/new-media based health communications