UID:
almahu_9949383650702882
Format:
1 online resource (197 pages)
ISBN:
9781000023213
,
1000023214
,
9780429291173
,
0429291175
,
9781000023282
,
1000023281
,
9781000023350
,
1000023354
Content:
The U.S., and countries around the globe, are facing an ever-evolving series of health issues, including obesity, food deserts, child hunger, poor maternal health outcomes, and the resurgence of communicable diseases. Traditionally, health communicators and marketers have talked about these issues in a vacuum, in which related information is only visible when people are specifically seeking it out. If we are to give global health the attention it deserves, we need to weave it into our everyday conversations and experiences. Ultimately, we need to normalize the conversation around health. The emergence of everyday online opinion leaders has created a whole new market for shifting consumer perceptions and behaviors. In fact, many of these everyday online opinion leaders, called influencers, have built such large-scale social media presences that they now have the voice, the platform, and the following to reach millions of people with personal points of view on any number of topics. There are great opportunities for engaging with online influencers to support health promotion programs. However, navigating this online community is new to many people. Understanding how this online community works, the opportunities for paid and unpaid engagements, and the value that health programs specifically have with this community, is paramount to successfully working with influencers. This book draws from research with over 400 online influencers, the latest industry data, and practical, real-world experiences working with influencers over the past ten years. An easy-to-read guidebook for marketers and health communicators alike, this book leverages storytelling as a means for sharing lessons-learned and providing readers with practical knowledge about the online marketing industry and influencer community, as they relate to health.
Note:
Cover; Half Title; Title Page; Copyright Page; Dedication; Contents; Foreword; Testimonials; Author; Introduction; About this book; Final Reflections; 1 Influencers: Old and New; A Brief History of Opinion Leadership; Why Opinion Leaders Are Important; Opinion Leaders in the Age of the Internet; "Online Influencers" Are Today's Modern Opinion Leaders; Final Reflections; 2 Understanding the Relationship between Influencers and Their Followers; What Makes an Influencer Influential?; Nothing Endures but Change; Influencing Disruption; Final Reflections; 3 The Business of Relationships
,
Influencers as BrandsNetworking: Why Is It Important?; The Uncomfortable Topic of "Payment"; Payment Disclosures; The Changing Nature of The Relationships Influencers Have With Each Other; Tips for Communicators; Identify Your Goals; Identifying Influencers; Vetting Your List of Influencers; Beginning Outreach; Conveying Your Messages; Final Reflections; 4 Influencers and Health; Monique's Story; Carol's Story; Sam's Story; Influencers Willingness to Talk About Health; Challenges with Influencers' Willingness to Communicate About Health; Final Reflections; 5 Perceptions of Risk; What Is Risk?
,
How We Process RiskInfluencer Perceptions of Risk; Risk for Brands and Organizations; Final Reflections; 6 It Is Just the Great Unknown-Or Is It?; Laura's story; Lisa's story; Understanding Fatalism and Its Role in Heath; Social Norms and Fatalism; Influencers Are Not Fatalistic; It Is Just the Great Unknown; Even Chronic Illness Does Not Appear to Produce Strong Conceptualizations of Fatalism; Final Reflections; 7 The Importance of the Message; Online Influencer Preference sfor Health Messages; Tips for Communicators; Remember the Importance of the Messaging Document; Write Simply
,
Choose Your Words CarefullyOrganization Is Key; Remember Your Disclosure Statements; Final Reflections; 8 The Importance of Great-Not Good-Creative; The Importance of Visuals; YouTube; Instagram; Facebook; Online Influencer Preference for Creative; Tips for Communicators; Create Unique Designs; Make Text the Focus of Your Social Media Graphic Design; If All Else Fails, Stock Photography and Icons Can Spruce Up Your Visual Content; Keep the Platform in Mind; Focus on the Story; Keep It Short; Be Relevant; Descriptions are Everything; Final Reflections; Conclusion; Notes; Index
Additional Edition:
Print version: Richards, Lucy. Influencing Health : A Comprehensive Guide to Working with Online Influencers. Milton : Productivity Press, ©2019 ISBN 9780367260392
Language:
English
Keywords:
Electronic books.
;
Electronic books.
DOI:
10.4324/9780429291173
URL:
https://www.taylorfrancis.com/books/9780429291173
