NEW MEDIA AND HEALTH
CLASS SESSIONS
Fridays, 1:00 – 3:50 pm
Zoom link:
[Link]
1SzM2Zz09
Meeting password: 965784
Telephone Dial-in, If necessary
o Dial-in telephone number: +1 646 558 8656 US (New York) or find your local
number: [Link]
o Meeting ID for those who use the dial-in telephone number: 930 5097 5186
INSTRUCTOR
Carina Schmid, MPH
Email: cs2904@[Link]
Phone: (917) 971-7679
Office Hours: By appointment
COURSE DESCRIPTION
The year 2020 accelerated new media development and usage for health
communication like no other. Telehealth visits, COVID-19 tracking apps, social media
campaigns and emergency messages played a crucial role in an effort to sustain the
public health in the midst of a pandemic.
This course will expand the toolbox of the next generation of health communicators by
navigating through applications and functions of new media and health. New media is
an ever-evolving field that provides increased mobility, interactivity, and customization
of health communication content. Students will explore opportunities and risks that
come with new media health programs and acquire a deep understanding of the
tensions the field operates in, including nudging healthy behaviors vs. spamming the
audience; providing tailored media content vs. respecting privacy and security
concerns; and striving for a participating audience vs. controlling the health messages.
We will focus on social media, mobile health, online platforms, transmedia storytelling,
and extended reality amongst others. Players and trends in new media and health will
be identified, and strategies developed for staying abreast of the fast moving field.
Students will identify best practices and lessons learned through case studies, hands-
on exercises, social engagement, and lectures.
PREREQUISITES
None.
COURSE LEARNING OBJECTIVES
Students who successfully complete this course will be able to:
● Explain the terminology of new media and how continuous technological
development is crucial for impactful global health communication.
● Develop campaign strategies, which use new media channels in order to improve
and maintain health, prevent disease, and encourage social and behavior change.
● Evaluate the outcome of new media activities and campaigns.
● Understand key applications, functions, risks and opportunities of new media
platforms in the context of health communication.
● Demonstrate the ability to create and manage content on new media platforms and
collaborate with digital influencers.
● Identify key players, platforms and trends in the field of new media and health.
● Critique what worked, didn’t work, best practices, and lessons learned.
● Access resources for successfully working in the new media and health field, and
for ongoing professional development.
ASSESSMENT AND GRADING POLICY
Student grades will be based on:
Attendance and participation: 10%
Engagement and Assignments on Facebook Group New Media and Health 2021: 30%
Certifications: 30%
Final assignment: New media pitch deck and presentation: 30%
Attendance and participation (10%)
Attendance at and participation during online seminars is a critical component of the
final grade and expectations for informed participation will be high. However, class
participation can take multiple forms, including participation in small and large group
discussions during the seminar, responding to real-time poll quizzes in class, and
engaging in class exercises. Completing required readings in advance of the seminar
for which they are assigned is essential for successful participation. If you need to miss
all or part of a seminar due to illness or unavoidable conflict, please inform the
instructor.
Engagement and assignments on Facebook group New Media and Health 2021
(30%)
Applying new media successfully requires media literacy, writing for online publications
and sharing one’s own conclusions. In this class, students will be asked to join the
private Facebook Group New Media and Health 2021. The group will be only
accessible to members of the class. Each week, the instructor will post additional
reading resources and one mini-assignment. The readings will be posted under the
Discussion feed. The mini-assignments will be organized in weekly Facebook Units.
The students are expected to respond to every mini-assignment by the end of the day
before our next class. Students are encouraged to engage with the created content in
the discussion feed, and to post relevant resources, such as conferences, articles,
newsletters, webinars, etc. Please join at:
[Link]
Certifications (30%)
Students are responsible to complete two certificates of the social media management
platform Hootsuite. The industry-recognized certificates have a value of $497, but will
be freely accessible by students through a class code. Access instructions are
provided in the Canvas resource file. The Hubspot certificate is freely accessible
without a code.
● Hootsuite Platform Certification
o Expected Course Duration: 2H 30M
o Certificate due by Feb.04, 2021
● Hootsuite Social Marketing Certification
o Expected Course Duration: 6H
o Certificate due by Feb.25, 2021
● Hubspot Academy Content Marketing Certification
o Expected Course Duration: 6H 20M
o Certificate due by Mar.25, 2021
Final Assignment: New Media Pitch Deck and Presentation (30%)
The main assignment in this class is a group project in which 3-4 students will create a
new media pitch deck. The pitch deck is a presentation, created using PowerPoint,
Keynote, or Prezi, that includes a sound social media strategy addressing a public
health concern of your choice.
The students will operate under the premise that a larger philanthropic organization has
a grant to give to the most convincing pitch. Students will have a specific institution in
mind that they represent, and can consider submitting their pitch deck to this
institution after their project.
The pitch deck will consist the following minimum contents:
● Well defined background information / public health issue;
● Statement about who you are, your voice, vision and mission;
● SMART Goals and metrics;
● Key audience segments and audience personas;
● 3 influencers / ambassadors you aim to collaborate with and why;
● Social listening approach and findings;
● Key messages;
● External social media audit of current activities;
● Rationale which networks you will use and how;
● Rationale of diffusion, community, or participatory approach;
● Develop content calendar for 30 days with a defined content mix and purpose;
● Creative content examples across channels (3), including
○ 3 social media stories / posts per channel;
○ Various formats, including at least one text-based, graphic/image,
animation or video content;
○ Hashtags you plan on using;
● Consideration of any risks or expected reactions from opponents, and how you
plan to prepare / respond.
● Rationale why you should receive the grant.
The students will submit their pitch deck by April 9, 2021 to the instructor using the
Canvas Assignment Submission. On April 16, 2021, the students will present their pitch
to the class within 15 minutes, followed by a 5-minute Q&A.
The assessment will be based on how complete and sound the strategy itself is, the
creative idea and content mock-ups, the design of the deck, and your presentation
skills.
Grading
A+ Reserved for highly exceptional achievement.
A Excellent. Outstanding achievement.
A- Excellent work, close to outstanding.
B+ Very good. Solid achievement expected of most graduate students.
B Good. Acceptable achievement.
B- Acceptable achievement, but below what is generally expected of graduate
students.
C+ Fair achievement, above minimally acceptable level.
C Fair achievement, but only minimally acceptable.
C- Very low performance.
F Failure. Course usually may not be repeated unless it is a required course.
COURSE REQUIREMENTS
● All students are expected to attend and to make thoughtful and productive
contributions to class. Students should inform the instructor in advance in the case
of an absence.
● Assignments are due at the identified due date. No late assignments will be
accepted.
● No automatic incomplete grades will be given for this course.
● All work should be the student’s, with all materials and citations appropriately
referenced.
COURSE STRUCTURE
Overview of a typical New Media and Health session.
Time Activity Duration
Welcome, Reflection, and Overview
1:00 -
10 min.
1:10 ● Reflection on Facebook group activities.
● Overview of session outcomes.
Guest Speaker
1:10 -
● Insights into different new media and health industries. 30 min.
1:40
● Experience and lessons learned from experts in the field.
● Relevant connections to organizations and professionals.
1:40 -
BREAK 5 min.
1:45
Interactive Lecture
1:45 - ● Presentation with media examples.
● Active participation through web platform Zeetings: 60 min.
2:45
[Link]/NewMediaHealth
● Discussion of case studies and readings
● Identify best practices and lessons learned
2:45 -
BREAK 10 min.
2:55
2:55 -
Hands-on Exercise 30 min.
3:25
3:25 -
15 min.
3:40 Final Assignment Group Meeting
Final Questions & Outlook
3:40 -
10 min.
3:50 ● Final questions
● Outlook on next session, assignments
CLASSROOM CLIMATE:
Diversity of knowledge, perspective, and opinion is welcome and all students are called
upon to foster and maintain an environment of mutual respect and open-mindedness.
An inclusive classroom environment is undermined by microaggressions. We believe
that responding to microaggressions in the classroom is a critical part of educational
growth. If you have observed or been the target of a microaggression, please contact
the instructors, or another faculty member with whom you feel comfortable. Also
available, is Raygine DiAquoi, Director of the Office of Diversity, Culture, & Inclusion
(ODCI) - rcd60@[Link].
MAILMAN SCHOOL POLICIES AND
EXPECTATIONS
Students and faculty have a shared commitment to the School’s mission, values and
oath. [Link]/about/mission-history
Academic Integrity
Students are required to adhere to the Mailman School Honor Code in the student
handbook. [Link]/2015/node/165
Disability Access
In order to receive disability-related academic accommodations, students must first be
registered with the Office of Disability Services (ODS). Students who have, or think they
may have a disability are invited to contact ODS for a confidential discussion at
212.854.2388 (V) 212.854.2378 (TTY), or by email at disability@[Link]. If you
have already registered with ODS, please speak to your instructor to ensure that s/he
has been notified of your recommended accommodations by Lillian Morales
(lm31@[Link]), the School’s liaison to the Office of Disability Services.
COURSE SCHEDULE
Please see the lecture section of Courseworks to download the readings, and lecture
slides.
Session 1 – Introduction and Overview of New Media and Health
Learning Objectives:
● Comprehension of course curriculum, assignments, and expectations.
● Differentiate and define key terms related to new media.
● Name benefits & opportunities of applying new media for health
communication.
● Understanding of new media usage around the world and in the U.S.
● Explain how new media has been able to transform audiences into more
participatory, globalized and civically engaged users.
Reading:
[1/15/21]
● Mahoney L.M & Tang T. (2017). Understanding Social Media and Social
Behavior Change. In Strategic social media from marketing to social change
(pp.7-21). Malden, MA: John Wiley & Sons.
● Mahoney L.M. & Tang T. (2017). Information Diffusion. In Strategic social
media from marketing to social change (pp. 23 - 43). Malden, MA: John
Wiley & Sons.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
● Sign into Hootsuite and connect with one of your social media outlets
Session 2 – The 2.0 Playground for Health Communicators
Learning Objectives:
● Make informed decisions about when to use a dissemination centric
approach in comparison to a participatory centric approach in health
[1/22/21] communication.
● Describe five steps to create a community amongst online participant
groups.
● Apply measures to mobilize online audience members to offline action.
● Explain why people engage with online content.
● Explain how an organization can increase earned media by newsjacking.
● Understand key principles of search engine optimization.
● Understand the difference of paid, earned, shared, and owned media.
Guest Speaker: Elizabeth Kiehner, Chief of Digital Transformation Office,
Memorial Sloan Kettering Cancer Center, NY.
Reading:
● Mahoney L.M. & Tang T. (2017). Establishing community. In Strategic
social media from marketing to social change (pp. 44-60). Malden, MA:
John Wiley & Sons.
● Mahoney L.M. & Tang T. (2017). Mobilizing your audience. In Strategic
social media from marketing to social change (pp. 61-77). Malden, MA:
John Wiley & Sons.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
Session 3 – The Power of Many: Social Media
Learning Objectives:
● Define social media and its characteristics.
● Summarize the social media landscape, audience preferences, and
functions.
● Understand how social media can be used for health research, promotion,
and monitoring activities.
● Identify which social media platforms to use.
● Differentiate and practice social monitoring and social listening.
[01/29/21] ● Recall response strategies to user generated content.
● Identify the key categories of metrics across platforms.
Guest Speaker: Andrea Steere, Social Media Content Manager at NYC
Department of Health and Mental Hygiene.
Reading:
● Freberg K. (2019). Introduction to social media: An art and science. In
Social media for strategic communication (pp. 3 - 24). Thousand Oaks,
CA: Sage Publications, Inc.
● Freberg K. (2019). Research in social media: Monitoring, listening, and
analysis. In Social media for strategic communication (pp. 89 - 108).
Thousand Oaks, CA: Sage Publications, Inc.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
Session 4 – Social Media Strategy Development
Learning Objectives:
● Identify the key components of a strategic plan.
● Understand how to create a social media strategy that mobilizes and
engages audiences to action.
● Explain how to conduct a social media communication audit.
● Discuss and explain the main components of social media measurement.
● Describe the various techniques, metrics, and tools used for social media
measurement and evaluation.
Guest Speaker: TBD
[02/05/21]
Reading:
● Freberg K. (2019). Strategic planning for social media. In Social media for
strategic communication (pp. 111 - 136). Thousand Oaks, CA: Sage
Publications, Inc.
● Freberg K. (2019). Measurement, evaluation, budget, and calendar. In
Social media for strategic communication (pp. 205 - 224). Thousand Oaks,
CA: Sage Publications, Inc.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
● Hootsuite Platform Certificate due by Feb.04, 2021
Session 5 – Audience Segmentation and Influencers
Learning Objectives:
● Define audience segmentation and explain why it is important for
social media professionals.
● Identify audience segmentation categories and how to apply them in
a social media context.
● Understand the relationship between online influencers and
followers.
● Identify and vet the right influencers for a health program.
● Describe challenges with influencers to talk about health.
● Be familiar with how to develop and track an influencer campaign.
Guest Speaker: Amelia Burke-Garcia, Author of “Influencing Health”,
Program Area Director Digital Strategy and Outreach Public Health at
[02/12/21] NORC at the University of Chicago
Reading:
● Burke-Garcia, A. (2019). The business of relationships.
In Influencing health: A comprehensive guide to working with online
influencers (pp. 51 - 74). New York, NY: Routledge/Productivity
Press.
● Freberg K. (2019). Audience segmentation and analysis. In Social
media for strategic communication (pp. 161 - 183). Thousand Oaks,
CA: Sage Publications, Inc.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
Session 6 – Disparity, Ethics and Risks of New Media and Health
Learning Objectives:
[02/19/21]
● Understand the unequal patterns of new media diffusion and use and
explain the concept of digital divide and digital participation.
● Understand the implications of the global spread of the internet and the
new patterns of inequality.
● Identify key concepts that are important to social media ethics and law.
● Define ethical principles, the deadly sins of social media, and construct
your own ethical standards for social media.
● Explain key ethical and legal principles for establishing a social media
policy.
● Understand strategies to respond to misinformation.
Guest Speaker: Skype Gilbert, Executive Director at Digital Square.
Reading:
● Van der Meer, T. & Jin, Y. (2020). Seeking formula for misinformation
treatment in public health crisis: The effects of corrective information type
and source. Health communication 35(5), p.560-575.
● Freberg K. (2019). Ethical and legal fundamentals in social media. In
Social media for strategic communication (pp. 27 - 45). Thousand Oaks,
CA: Sage Publications, Inc.
● Wyckoff, J.W. (2017). A practical guide to ethical health communication.
In Hicks, N.J., & Nicols, C.M. (2nd Ed.) Health industry communication:
New media, new methods, new message (pp. 101 - 116). Burlington, MA:
Jones & Bartlett Learning. ONLY pp. 103 - 106 “Key Principles and
Practices” required.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
Session 7 – Online Platforms, Mobile Health, Interactive Voice Response, and Apps
Learning Objectives:
● Summarize applications and implications of online platforms, mobile
[02/26/21] health, IVR, and apps for public health.
● Discuss IVR use cases, digital strategy development, processes and costs.
● Describe best practices and lessons learned for public health.
Guest Speaker: Jamie Arkin, Kenya Country Director and Global
M&E/Research Lead at Viamo.
Reading:
● Viamo Case Studies. Retrieved at January 04, 2021
from [Link]
● Elrod, J. K., & Fortenberry, J. L., Jr (2020). Direct marketing in health and
medicine: using direct mail, email marketing, and related communicative
methods to engage patients. BMC health services research, 20(Suppl 1),
822.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
● Hootsuite Social Marketing Certificate due by Feb.25, 2021
Session 8 – How New Media Changes Risk, Crisis, and Healthcare Communication
Learning Objectives:
● Explain the use of new media and best practices for risk, crisis and
healthcare communication.
● Develop a crisis communication plan.
● Best practices and guidelines for social media crisis communication.
● Summarize the benefits and risks of digital healthcare communication.
● Understand the changing relationship between healthcare providers and
patients through new media.
[03/12/21] Guest Speaker: Suraj Arshanapally, Health Communication Specialist at the
Centers for Disease Control and Prevention.
Reading:
● Freberg K. (2019). How social media is applied: exploring different
specializations, crisis communication. In Social media for strategic
communication (pp. 233 - 238). Thousand Oaks, CA: Sage Publications,
Inc.
● Molter, J.L. & Puff, R.A. (2017). Crisis communication in the health
sector. In Hicks, N.J., & Nicols, C.M. (2nd Ed.) Health industry
communication: New media, new methods, new message (pp. 179 - 205).
Burlington, MA: Jones & Bartlett Learning. Part I. Reading+ Part II.
Reading ONLY p.179 - 195 required.
● Finset, A., Bosworth, H., Butow, [Link] al. (2020). Effective health
communication - a key factor in fighting the COVID-19 pandemic.
Patient Education and Counseling 103, 873-876.
● Wosik, J., Fudim, M., Cameron, B. et al. (2020). Telehealth
transformation: COVID-19 and the rise of virtual care. Journal of the
American Medical Informatics Association, 27(6), 957-962.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
Session 9 – Why Good Content and Design Matter
Learning Objectives:
● Understand the six C’s of effective writing for social media, avoid common
writing mistakes, and apply best practices for social media writing
● Apply a fitting tone and voice in your writing style.
● Understand the importance of content marketing for social media.
● Discuss the steps necessary to conduct a content audit and content ideation.
● Differentiate between content creation and content curation.
● Access available content and design resources, tools and programs.
● Summarize what makes a good social media writing guide, design style
guide, and creative brief.
[03/19/21] Guest Speakers: TBD
Reading:
● Freberg K. (2019). Strategic writing for social media? In Social media for
strategic communication (pp. 137 - 160). Thousand Oaks, CA: Sage
Publications, Inc.
● Freberg K. (2019). Creating, managing, and curating content. In Social
media for strategic communication (pp. 185 - 204). Thousand Oaks, CA:
Sage Publications, Inc.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
Session 10 – Multimedia and Transmedia Storytelling for Behavior and Social Change
Learning Objectives:
● Understand entertainment-education, multimedia and transmedia
storytelling in a new media landscape.
● Explain different story formats, applications, and contexts to promote
health.
● Apply program design tools to produce stories with impact.
● Recall criteria to review and improve scripts.
● Develop strategies to overcome entertainment-education challenges.
Guest Speaker: TBD
Reading:
[03/26/21]
● Lutkenhaus, R.O., Jansz, J. & Bouman, M.P.A. (2019). Toward spreadable
entertainment-education: leveraging social influence in online
networks. Health Promotion International,pp. 1-10.
● Wang, H., Singhal, A., Quist, C., Sachdev, A. & Liu S. (2019). Aligning
the stars in East Los High: How authentic characters and storylines can
translate into real-life changes through transmedia edutainment. SEARCH
Journal of Media and Communication Research 11(3), 1-22.
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
● Hubspot Academy Content Marketing Certificate due by Mar.25, 2021
Session 11 – Extended Reality, Artificial Intelligence, Gaming, and Wearables
[04/02/21] Learning Objectives:
● Define immersive (VR, AR, MR) and intelligent (AI) technologies.
● Describe gaming genres.
● Explain the status and future of wearables for different stakeholders.
● Summarize applications, promises, risks, and challenges for public health.
Guest Speaker: TBD
Reading:
● Bailenson, J. (2018). You are what you eat. In Experience on demand:
What virtual reality is, how it works, and what it can do (pp. 58-75). New
York, NY: W.W. Norton & Company.
● ApplySci Silicon Valley (2020). Walter Greenleaf on Digital Therapeutics,
AR/VR, and sensor-driven health. Retrieved from
[Link]
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
Session 12 - What’s Next in New Media and Health
Learning Objectives:
● Identify changes, trends and technological developments in the new media
and health field.
● Summarize risks, chances, and lessons learned of upcoming trends in new
media and its implications for public health.
● Explain the possibilities of a Web 3.0+ environment.
[04/09/21] ● Understand the work and potential of health-tech start-ups.
● Explain best practices and next steps for continuing to learn about the
science and art of social media.
Guest Speaker: Steve Davis, WHO Digital Health and Innovation Working
Group Co-Chair; Senior Strategy Advisor & Interim Director, China Country
Office at the Bill & Melinda Gates Foundation; Author of Undercurrents
Reading:
● Freberg K. (2019). What does the social media world have that is new? In
Social media for strategic communication (pp. 275 - 288). Thousand Oaks,
CA: Sage Publications, Inc.
● We are Social. Think forward 2021. The Social Reset. Retrieved from
[Link]
Assignment:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
● Submit Final Assignment
Session 13 –New Media for Health Pitch Presentations
Learning Objectives:
● Demonstrate the comprehension of the course curriculum through the final
assignment.
● Develop a sound, creative, and visually appealing pitch document.
● Present and answer questions related to your pitch.
● Course evaluation.
[04/16/21]
Assignment Due:
● Engage with Facebook Group Discussion Feed
● Answer Facebook Group Unit Mini-Assignment
● Final Assignment presentation