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In a study of how organizations use the social networking site Facebook for cancer awareness and community building, researchers found that five key activities were: to inform and educate, provide support, share testimony, advocate, and raise funds.
Social media communication strategies that emphasize fundraising for breast cancer research seem particularly appropriate.
The American Cancer Society recommends that all women over 40 receive an annual clinical breast exam and a screening mammogram .
However, screening mammography also lead to a 30% overdiagnosis and overtreatment.
Media coverage of breast cancer, including breast cancer awareness month (BCAM) and associated events has been a key component to increasing awareness of breast cancer and rates of screening mammograms.
Today, the spread of the breast cancer message is no longer limited to traditional media outlets because individuals have access to several social media platforms for both finding and sharing information. On Twitter, individuals and organizations can post (i.e.
One in eight women will develop breast cancer in her lifetime.
The best-known awareness event is breast cancer awareness month (BCAM).Twitter is being used mostly as a one-way communication tool.To expand the reach of the message and maximize the potential for word-of-mouth marketing using Twitter, organizations need a strategic communications plan to ensure on-going social media conversations.Tweets spiked dramatically the first few days then tapered off. Individuals were more likely to direct a tweet to a specific person.Organizations and celebrities emphasized fundraisers, early detection, and diagnoses while individuals tweeted about wearing pink. The majority of tweets did not promote any specific preventive behavior.This paper is presented as a case study of how Twitter was used during BCAM, an official NHO.