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Using Web 2.0 for health promotion and social marketing efforts: lessons learned from Web 2.0 experts

Dooley, J.Allyson.; Jones, S.C.; Iverson, D.

Health Marketing Quarterly 31(2): 178-196

2014

ISSN/ISBN: 0735-9683
PMID: 24878406
DOI: 10.1080/07359683.2014.907204
Document Number: 276407
Web 2.0 experts working in social marketing participated in qualitative in-depth interviews. The research aimed to document the current state of Web 2.0 practice. Perceived strengths (such as the viral nature of Web 2.0) and weaknesses (such as the time consuming effort it took to learn new Web 2.0 platforms) existed when using Web 2.0 platforms for campaigns. Lessons learned were identified--namely, suggestions for engaging in specific types of content creation strategies (such as plain language and transparent communication practices). Findings present originality and value to practitioners working in social marketing who want to effectively use Web 2.0.

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