The Potential of Social Media and Web 2.0 Applications for Food Safety Capacity Building
Gary Wayne Elliott, MA, REHS/RS
South Carolina Department of Health and Environmental Control
International Food Protection Training Institute
2010 Fellow in Applied Science, Law and Policy: Fellowship in Food Protection
Abstract
The primary purpose for this study was to determine if food safety regulatory officials are receptive to the use of social media and Web 2.0 technologies for capacity-building in food safety programs. One aim of the Food Safety Modernization Act (FSMA) is to build the food safety capacity to support an integrated food safety system, where utilizing social media could be a potential tool for achieving this aim. To examine this issue, utilizing a mixed-method process, information was obtained from current state food program managers and specific government agencies regarding the agencies’ and managers’ use of social media and Web 2.0 applications. The results showed that 72% of respondents to the survey had an interest in the use of these tools in food safety programs. However, the results also indicated a limited use of social media and Web 2.0 among state agencies and evidence of federal partners using such tools. The conclusion of the study is that a majority of the respondents are willing to learn and use Web 2.0 applications. Guidance strategies from federal partners who have already taken the first step to build on the social media component of Web 2.0 could be utilized in state programs. While developing strategies and guidance for using social media, the recommendation is to pilot test the use of Web 2.0 applications beyond social media to establish the actual value using Web 2.0 applications in the current education, training, and outreach methods for increasing food safety knowledge among food regulators.
Background
Increases in foodborne illnesses and related outbreaks at the national level in recent years present an ongoing concern about the U.S. government’s ability to protect the food supply from intentional or unintentional contamination, and the government’s capacity for sharing information and building awareness of prevention strategies. A recent first step toward an integrated food safety system in the United States may be the passage of the new FDA Food Safety Modernization Act (FSMA) (U. S. Government Printing Office, 2011). Specific language throughout the FSMA recognizes the need to build food safety and prevention program capacities among agencies tasked with food protection responsibilities. The specific components of food safety capacity that are relevant to this study are training, education, and outreach.
The current regulatory approach to the food and agricultural infrastructure is complex due to a myriad of federal, state, and local regulatory agencies and accompanying separate statutes, laws, and regulations. Many stakeholders have indicated a strategic need for a shift towards a new paradigm of an integrated food safety system based on the adoption of the FSMA. In consideration of the FSMA passage and the continuing goal to make the concept of an integrated food safety system a reality, innovative strategies to build capacity for and enhancement of training, education, outreach and information-sharing with available resources is needed. As use of the Internet increases in all age groups, utilizing social media and related Web 2.0[i] technologies as knowledge management tools may support the goal to enhance and build specific food protection capacities and increase awareness (Rainee, 2011). By providing different methods of learning, these tools have the potential to increase knowledge capacity and to reach specific target groups through web platforms designed for food protection principles and practices. Any tool that has the likely potential to significantly aid the process of increasing food protection knowledge and to increase regulatory, industry, and consumer collaboration, communication, and information-sharing practices is worth serious consideration.
Problem Statement
The mere incidence of a large number of recalls and food-related illnesses is evidence of something missing in the communication of food safety knowledge and practices (Smith DeWaal, 2009). One intrinsic component of an integrated food safety system is the emphasis placed on education through training and learning (Corby, 2009). In this respect, the FSMA is a positive step forward, having shared value propositions with the concept of an integrated system. However, even with the FSMA law, lack of a viable cost-effective delivery system to circulate timely food safety education, training, and outreach information may not allow stakeholders access to timely information and the situational awareness needed to protect the food supply from intentional and unintentional contamination.
The basic knowledge of food science, public health reasoning, and smart practices, and the awareness needed for protection of the food supply, do not have the appearance of being understood well by the majority of stakeholders. This lack of understanding may be the result of cumbersome delivery models that don’t take advantage of new education methods that utilize the Internet. The process of competent communication in education is essential to the success and quality of the end-product of knowledge gained and how knowledge is put into practice. Even the simplest understanding of concepts and achieving useable subject knowledge in food safety requires a delivery system that is well-organized and capable of holding the learner’s interest. Transference of knowledge lies in the basic ability to communicate effectively and efficiently, and allowing for two-way conversation and interactive learning. An understanding of food protection in the complex perspective of applied science, law, and policy underlies the concept of creating effective communication and knowledge management systems. If the goal in the United States is to one day have an integrated food safety system, innovative educational strategies will be required now to lay solid foundations for the future. Use of current and future technology is a good innovative strategy worth considering that emphasizes the creation of a learning environment to improve food protection and prevent food-related illnesses for the 21st century.
Therefore, promoting a strategy of innovative technology use (such as through social media and Web 2.0 technologies), which could potentially enhance the capabilities of all stakeholders in the regulatory realm to improve food protection knowledge, is beneficial. Uses of new methods such as social media and other Web 2.0 technologies and applications could enhance or envelop the use of old methods, like static websites (Web 1.0) and face-to-face presentation software (PowerPoint) to present information. In these static forms alone, the methods may not always allow for the two-way interaction some learners need for effective knowledge transfer. A learner’s ability to gain knowledge and understanding of a subject may be dependent on written, auditory, visual, or mixed communication. Web 2.0 applications if applied correctly could encompass all of these learning requirements. The opportunity exists, through innovative technology, to engage the learner to possibly improve interest and to increase the learner’s understanding of even complex information. If more stakeholders can become comfortable with the use of web-specific technologies, the long-term impact may equate to increased involvement of all stakeholders in improving the practices of food protection with improved interaction within the stakeholder network.
Research Question
The initial emphasis of the project is to provide information on how innovative alternatives can be used to increase the knowledge and understanding of laws, regulations, and practices in food protection through the use of more interactive media. This study specifically examined if food safety regulatory officials are receptive to the use of social media and Web 2.0 applications to enhance traditional delivery methods.
Methodology
This project used a mixed-method approach in the form of a quantitative analysis of stakeholder survey data and a qualitative content analysis of websites for use of social media and Web 2.0 use. The survey method was used to obtain baseline data from experts and practitioners in the food safety (public health) and agriculture regulatory community, to explore which techniques and processes are currently being used for training, education, outreach, and information-sharing. For the qualitative content analysis segment of the research, the author looked at all 50 states and their food protection programs or parent (specifically for those programs that fall under the state public health department) government websites for use of social media and Web 2.0. At the federal level, the websites of the primary food protection agencies of the U. S. Department of Agriculture (USDA) and the Food and Drug Administration (FDA), along with the Centers for Disease Control and Prevention’s (CDC’s) were reviewed for use of social media and Web 2.0. As a final component of this part of the research, general information on government use of social media and Web 2.0 as a broad category was studied for similar use, along with any ancillary and private organizations or institutions with a stake in food safety that may use social media and Web 2.0 tools.
The survey was administered through Zoomerang, a web-based (Web 2.0) survey program service. The survey determined stakeholders’ perceptions of and level of interest in the use of these technologies to improve the delivery and understanding of concepts of food protection laws, regulations, and practices. The survey included twelve (12) questions that addressed methods of delivery of food protection education, training, and up-to-date information-sharing and assessed awareness of food protection stakeholders regarding the use of social media and Web 2.0 technologies. The questions ranged from the use of traditional methods of delivery, to the use of social media and Web 2.0 technologies.
The study population consisted of individuals that serve as state-level food protection program managers in the United States. U. S. territories with protectorates were not included in the survey. Out of seventy-eight (78) individual state-level food protection programs, thirty-four (34) state programs responded to the survey. The responding programs were categorized into five regions based on time zones for reporting purposes: Alaskan (3%), West (12%), Mountain (15%), Central (27%), and East (44%). For the purposes of this project, the confidence interval is at 13.04 with a 95% confidence level. This interval is satisfactory for the accuracy of the results for the specific scope of the project.
Results
The results of the survey provided evidence that state food safety program managers have a high rate of interest in the use of these tools (Tables 1 and 2). Analysis of state and federal government public health and food protection agency websites for current social media and Web 2.0 application uses showed a higher pattern of use at the federal agency level. The overall results show two distinct patterns. Food safety program managers have an interest in using social media and Web 2.0 applications as a tool, and where these tools are used within defined strategic guidelines, the tools are being used with success to provide pertinent public health information in innovative ways.
The content analysis indicated that several state food websites used the FDA widget, which is an application download that can be embedded on the agency webpage, to receive recall and alert information streams. One state had a YouTube video on home kitchen food safety tips at the time of the research. Overall, states presently use social media and Web 2.0 to “push” information out when specific events occur; the content is controlled by a designated office in the agency and not by the food program itself. Other than comments on the few agency Facebook pages, there are no two-way interactions on food safety issues. The use of Twitter is increasing; however, in most of the agencies an agent within the parent agency controls this use.
Social media is being used increasingly at the federal level with regards to food safety. The FDA and USDA are starting to embrace the use of social media and Web 2.0 applications. On the FDA main webpage, the only evidence of Web 2.0 at first glance is the RSS feed icon in the upper right-hand corner, and in a box in the bottom right-hand corner titled “Interactive Media.” When visitors click on the tag “More Interactive Media” in the box labeled “Interactive Media,” the FDA website users are led to a page dedicated to social media use at FDA (FDA, 2010). On the main page at the USDA website, social media and Web 2.0 icons are clearly displayed in the upper- to middle-right side of the page. Under the tag “more >,” the user is led to a webpage dedicated to social media similar to FDA (USDA, 2011).
What sets CDC’s use of social media apart is CDC’s use of the data received from these media applications to change and improve the delivery and function of the CDC’s social media application. CDC’s webpage titled “Social Media at CDC” illustrates this dedication to social media usage well. In this webpage introduction, the user finds this statement:
CDC uses social media to provide users with access to credible, science-based health information when, where, and how you want it. A variety of social media tools are used to reinforce and personalize messages, reach new audiences, and build a communication infrastructure based on open information exchange (CDC, 2009).
Two other important features of notice on the CDC social media webpages are the use of data and metrics to analyze the use of Web 2.0 applications and a dedicated page with guidelines and best practices for social media (CDC, 2011a; CDC 2011b). These resources can act as excellent tools for the use of social media and Web 2.0 and instruction on how data tools can be used to analyze interaction by users and how to improve the function and effectiveness of the web platform applications. Of interest on one of the CDC webpages under data and metrics is the ranking of topic pages on the CDC website (CDC, 2011a). On the CDC website, “Food Safety” ranked 3rd on the list of the most popular topic pages. On the same weblink to social media at CDC, the “Food Safety” RSS feed ranked 3rd in 2010 with 6,164,010 feed requests, only ranking behind two H1N1 feeds. Additional data on the specific CDC webpage breaks down the use of each social media and Web 2.0 application.
Conclusion
Based on the survey results, food program managers are encouraged to explore the potential of using these social media and Web 2.0 applications. Education has embraced these applications and provides examples of many resources available and shows the value of these Web 2.0 applications in learning (Hardagon, 2010; Elliott, 2010). These applications are easy to use, free or low cost, and can be applied to training and outreach programs that are already established. Additionally, food program managers should examine documents and guidelines on government and education websites that are currently utilizing these social media and Web 2.0 applications. These documents and guidelines can assist food program managers in actively participating in building a sound presence on the web for the food safety program managers’ goals of food protection. This knowledge will allow the food program manager or experienced staff member to effectively participate in their agencies’ decision-making process regarding the use of social media and Web 2.0.
The short-term recommendation of the project is to increase the awareness of the regulatory community of the impact of social media and Web 2.0 applications and the benefits of these tools to enhance the food safety program managers’ food protection program objectives. Both the intermediate and long-term recommendation of the project is for the food protection regulatory managers and staff to consider using and embracing social media and Web 2.0 as a tool to enhance their current methods in delivery of information for educational, training, and critical just-in-time information and sharing. Web 2.0 applications are not limited to familiar social media such as Facebook, YouTube, Twitter, and wikis. Web 2.0 programs are available as a variety of applications for outreach, training, education, and effective food safety information delivery. Educational technology is available today that can provide the dynamic interaction that is required for true learning and that can be used to open and stimulate a dialogue.
The future is wide open for food protection programs to use Web 2.0 applications, social media, and innovative technologies to add pedagogical value for training and learning, education, and up-to-date information. The goal is to improve transference of knowledge to stakeholders in food protection by using tools that engage the audience in a positive way. Social media and Web 2.0 (Twitter, Facebook, LinkedIn, and YouTube) are now being used by the International Food Protection Training Institute (IFPTI) for marketing purposes in announcing its primary mission (to provide food safety training) and to increase brand awareness. Food Safety News utilizes similar Web 2.0 applications, including applications to keep citizens aware of food safety concerns and news (Bottemiller, 2010). Web 2.0 is already moving forward towards the concepts of Web 3.0[ii] and virtual application to enhance the use of web platform technology even more. As the public continues to increase the use and application of Web 2.0 and social media, the present, instead of the future, may be a compelling time to understand and harness the power of these applications for food safety education, training, outreach, and information awareness.
Acknowledgements
I would like to thank Jerry Wojtala and everyone associated with the International Food Protection Training Institute (IFPTI) for providing me the opportunity to participate in the inaugural Fellowship in Food Protection and to collaborate with each one of you during the course of the program. To Roger Scott and Sandra Craig for the support at the South Carolina Department of Health and Environmental Control - Bureau of Environmental Health during the Fellowship and while I was away, I thank you. I want to especially thank Joe Corby for his brilliant mentoring and friendship during the course of the Fellowship. Joe was the guiding light of encouragement during the Fellowship and for the project. To my fellow Fellows, I will long remember the camaraderie we developed and the lasting friendship I now have with each of you. And to my wife, Mary Lou Elliott, I extend my thanks for providing me with the knowledge of the capabilities that Web 2.0 applications afford, which are available to build a successful learning environment.
Corresponding Author:
Gary Elliott, South Carolina Department of Health and Environmental Control.
Email: elliotgw@dhec.sc.gov
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