Social Media Influence in Health Essay

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Difussion and Innovation Minority Youth Substance Abuse Solution

In the article by Robertson (1967), the issue of how innovation can occur is discussed. The article looks at the continuous innovation, dynamically continuous innovation, and discontinuous innovation. Diffusion is described as occurring in an orderly sequence. Those who innovate can be first to the market or to the target audience with their ideas. They can be second and expand on the initial innovation, or they can continue the first innovation; or they can be last or be innovative by discontinuing the previous innovation. Diffusion can occur in a predictable manner according to the description of innovation offered by Robertson (1967). Personal influence and social integration all play a part in how diffusion occurs, however—and this is something that is born out in the study of modern influencers on social media (Freberg, Graham, McGaughey & Freberg, 2011). As Rogers and Scott (1997) point out, innovations are communicated via culture, community and social groups. This is the essence of diffusion. In Robertson’s (1967) article, the diffusion of innovation model is used to explain how innovation has a cyclical nature to it and thus can be predicted according to the extent to which diffusion has been achieved.

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The diffusion of information in the public health campaign for Minority Youth Substance Abuse Solution will focus on the application of social media among the target population. The principle that will be applied form the diffusion of innovation model is the principle that the easier the message the easier it is for the message to be adopted by the target population. As the target population for this public health campaign is minority youths, the message should be simplified and communicated using simple means that will appeal to modern youth—and this means that social media, Facebook and Twitter are necessary to use.

As Freberg et al. (2011) show, social media is capable of influencing people because of the simplicity of the message system and the immediacy with which the information is given. Social media influencers are able to present themselves directly to their followers and appeal to their sense of curiosity about what is going….....

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