The U.S., and countries across the globe, are facing an ever-evolving series of health issues. Locally, we face issues of obesity, food deserts, child hunger, poor maternal health outcomes, and the resurgence of communicable diseases because of the anti-vaccination movement. We talk about health in a vacuum – we see health information as only being appropriate for health-related contexts- when people are looking for health information, they go to health websites. But if we are to make health an important piece of our everyday lives, then we need to weave it into everyday conversations and experiences. Ultimately, we need to normalize the conversation around health.
However, the world of online influence is bigger and more diverse than just a series of digital tools- and more and more, we are engaging with them for health-related information. 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 have built such large social media presences that they now have a voice, the platform, and the following to reach millions of people with personal points of view on any number of topics. The opportunities for engaging with online influencers to support marketing and health promotion programs are great; 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 online influencers. This book draws from research with over 600 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.
Table of Contents
Chapter 1: Influencers: Old and New
Chapter 2: Followers and the Importance of Trust and Credibility
Chapter 3: Relationships, Relationships, Relationships
Chapter 4: Online Influencers and Health
Chapter 5: Online Influencer Perceptions of Risk
Chapter 6: it’s Just the “Great Unknown
Chapter 7: The Importance of the Message
Chapter 8: The Importance of Great – Not Good – Graphics
Chapter 9: A Path Forward