title: Using Web 2.0 for health promotion and social marketing efforts: lessons learned from Web 2.0 experts.
abstract: 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.
authors.affiliation: a Centre for Health Initiatives , University of Wollongong , Wollongong , Australia.
authors.forename: Jennifer Allyson
authors.initials: JA
authors.lastname: Dooley
authors.forename: Sandra C
authors.initials: SC
authors.lastname: Jones
authors.forename: Don
authors.initials: D
authors.lastname: Iverson
mesh_terms: D003142:Communication; D003256:Community Participation / Q000523:psychology; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D020407:Internet; D007407:Interviews as Topic; D040241:Social Marketing; D061108:Social Media
keywords: Web 2.0; expert interviews; practice; qualitative research; social marketing; social media