Crowdsourcing 101: A Few Basics to Make You the Leader of the Pack

被引：52

作者：

Parvanta, Claudia ^{[1
]}

Roth, Yannig ^{[2
]}

Keller, Heidi ^{[3
]}

机构：

[1] Univ Sci, Behav Sci Res & Hlth Commun Programs, Philadelphia, PA 19104 USA

[2] Univ Paris 1 Pantheon Sorbonne, Paris, France

[3] Heidi Keller Consulting, Olympia, WA USA

来源：

HEALTH PROMOTION PRACTICE | 2013年 / 14卷 / 02期

关键词：

health education; health promotion; health research; qualitative research; social marketing/health communication; audience/consumer analysis; segmentation; Internet/electronic interventions; technology;

D O I：

10.1177/1524839912470654

中图分类号：

R1 [预防医学、卫生学];

学科分类号：

1004 ; 120402 ;

摘要：

Crowdsourcing is a problem-solving approach that taps the knowledge, energy, and creativity of a global, online community. Like marketing, crowdsourcing originated and continues to evolve in the private sector. Health communicators and social marketers can use crowdsourcing across the research-development-dissemination process. This article provides an overview of crowdsourcing and how it can be used to speed up and enhance social marketing and health communication. Nielsen's 1/9/90% model is presented as a guide for engaging appropriate crowds for tasks throughout the development process. The four Fs that motivate online contributors-Fun, Feeling good (fulfillment), Fame, and Fortune-are also presented as ways of incentivizing crowd engagement and matching the incentive to the task at hand. Crowdsourcing resources, such as curating agencies, websites, and crowd labor markets, can be tremendous force multipliers. If done strategically, crowdsourcing has the promise of giving well-researched and creative social marketing results for less money and in less time than traditional methods.

引用

页码：163 / 167

页数：5

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