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Using Social Media to Cultivate Positive Community Norms

Using Social Media to Cultivate Positive Community Norms

Caroline Graham Austin, Jeff Linkenbach, Sarah N. Keller, Jay Otto
Copyright: © 2013 |Pages: 24
ISBN13: 9781466640269|ISBN10: 146664026X|EISBN13: 9781466640276
DOI: 10.4018/978-1-4666-4026-9.ch002
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MLA

Austin, Caroline Graham, et al. "Using Social Media to Cultivate Positive Community Norms." Organizations and Social Networking: Utilizing Social Media to Engage Consumers, edited by Eldon Y. Li, et al., IGI Global, 2013, pp. 16-39. https://doi.org/10.4018/978-1-4666-4026-9.ch002

APA

Austin, C. G., Linkenbach, J., Keller, S. N., & Otto, J. (2013). Using Social Media to Cultivate Positive Community Norms. In E. Li, S. Loh, C. Evans, & F. Lorenzi (Eds.), Organizations and Social Networking: Utilizing Social Media to Engage Consumers (pp. 16-39). IGI Global. https://doi.org/10.4018/978-1-4666-4026-9.ch002

Chicago

Austin, Caroline Graham, et al. "Using Social Media to Cultivate Positive Community Norms." In Organizations and Social Networking: Utilizing Social Media to Engage Consumers, edited by Eldon Y. Li, et al., 16-39. Hershey, PA: IGI Global, 2013. https://doi.org/10.4018/978-1-4666-4026-9.ch002

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Abstract

This chapter analyzes the use of social media in health risk prevention campaigns. According to the Positive Community Norms (PCN) framework, prevention is defined as the process of proactively cultivating positive cultures through transformational leadership, communications, and an integrated portfolio of strategies. This chapter focuses on social media strategies. We review two extant prevention models (Everett Rogers’s framework and the PCN framework), examine underlying theoretical explanations for consumer behaviors related to prevention and the use of social media, provide three brief case studies of prevention campaigns at various stages of maturity and success, and offer caveats for campaign managers who might be considering using social media to reach out to audiences. We intend this material to prove beneficial for researchers, public policymakers, and managers of prevention campaigns.

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