Social Media and Public Health Communication

 

Social media is increasingly becoming the preferred channel for communication for public health organizations. With the number of users of social media platform such as Facebook and Twitter growing daily, public health organizations have turned to the platform to reach even wider audience. The definition of social media generally refers to internet based tools that enable users to interactively share information and other rich contents like images and videos (Ventola, 2014). Thus, unlike traditional communication tools, social media are designed to be engaging and interactive (Heldman, Schindelar, & Weaver, 2013). Accordingly, public health organizations have turned to social media as a means of mass communication. However, there is still much concern as to whether the use of social media is beneficial to public health. In addition, challenges and risks of using this platform is a topic of much discussion within the public health consortium. Though it has its benefits, there are challenges and risks that face the users of social media, and for it to benefit public health communication it will require certain improvements.

The use of social media has many benefits to the public health. Firstly, social media provide the best platform to reach audiences from diverse backgrounds. According to Heldman et al. (2013), with the growing number of social media users, it is now possible for public health organizations to reach wider audiences. Social media tools allow for profiling of users therefore health information can be tailored to target particular audience, for instance, people with high risk of contracting a particular disease. Inarguably, digital communication is faster than traditional method. This mean that, with social networking site like Facebook, public health organizations can reach audiences faster and quicker, this is especially important during emergency services. For example, Facebook can be used to reach out many people in a demographic zone where there is an outbreak of an epidemic like Ebola.

Secondly, social media increases level of public engagement and interaction. The most important feature of social media is the multi-way communication mechanism. For this reason, social media is also referred to as web 2.0. The nature of web 2.0 technologies is that they support interactive communication; users are not only information consumers’ but generators as well. Traditionally, public health organizations communication channel such as health journals, health magazines, and other print materials do not provide opportunities for getting real time feedback from communities. However, with social media, public community can provide real time feedback, can raise issues of concern and are able to engage public health professionals constructively (Fung, Tse, Fu., 2015).

Thirdly, public health surveillance is now more efficient with the use of social media. There are several ways in which social media is being used in public health surveillance. First, one is epidemiologic monitoring. The outbreak of an epidemic can be detected through a post on social media. For instance, H7N9 outbreak was first reported on one of the social media sites, and health officials were able to quickly respond to the post by conducting symptomatic tests (Fung et al., 2015). Also, through participatory epidemiology, the public can engage public health officials on spread of an epidemic, by, for instance, self-reporting mechanism which allows the public to report disease symptoms manifestations. Moreover, social media tools are being used to timely estimate and forecast incidence of a disease outbreak. Tools likes Facebook and Messaging have incorporated GPS sensing technology and Google maps which makes it possible to demographically assess the spread of an epidemic real time. Finally, global awareness communication of a disease outbreak, according to Fung et al. (2015), is now quicker and health professionals can determine through interactions with public communities’ areas that specific health information has not yet disseminated.

Finally, public health organization promotion has been greatly enhanced through social media. Studies have found that image and visibility of public health organization is improved when they have strong online presence (Ventola, 2014).  For instance, currently, research studies have found that 57% of people prefer hospitals who are actively engaging public through online platforms (Ventola, 2014).  Many public health organizations such as CDC, Mayo Clinic have close relationship with their audience, and; thus, increasing the level of trust. Online platform currently are the leading advertising channels as opposed to the traditional channels like billboards, radios and print media. Accordingly, public health organizations, activities and services are largely made known to the public through social media. A case in point is the CDC organization, which reported an increase in public awareness of services offered by the organizations since they adopted the use of social media.

On the other hand, social media adoption has brought with it several challenges and risks to public health organizations. These challenges include: one, loss of message control has become prevalent (Heldman et al., 2013). Studies have found that one of the major problems with social media is unruly online behavior by many users (Heldman et al., 2013). Therefore, it has become challenging controlling behaviors of social media users. Critical messages that are trending are likely to be reshaped, to be distorted and the subject degraded to mere public amusement.

Loss of privacy is another risk that affects public health communication. Engaging online users effectively have not been possible due to privacy concerns. Unlike other type of information, health information is critical and poses threats to privacy of an individual. Social media is generally a social public space, where information is expected to reach diverse groups. Because of fear of being ostracized or stigmatized, most patients fear discussing their health status online. Also, users are likely not to provide accurate information through social media due to privacy concerns. Moreover, privacy settings make it difficult to get some information about some individuals (Fung et al., 2015).

The problem with “fake news” is increasingly becoming a challenge in public health. There is growing cases of fake news peddled in social media. Since social media tools allow any user to produce information, it has become more difficult to verify authentic news. Also, few online tools are available for fact checking information online; however, there level of accuracy is still low and wanting. Thus, public health organizations are increasingly at risk of falling for fake news trap.  More resources in terms of personnel and technology are required to deal with the problem of fake news and this can be expensive in the long run.

In order to have a clear grasp of how social media is used in public health communication, I followed Centers for Disease Control and Prevention (CDC) for some times. CDC uses variety of social media platform in public engagement and interactions. Some of the tools include Facebook, Twitter, YouTube, LinkedIn, Google hangout, and Instagram. Specifically, I selected Facebook to examine how CDC has managed to effectively incorporate social media in its public heath communication framework. CDC Facebook profile is known as CDC Facebook. CDC shares a lot of information through its Facebook channel including information about CDC, mission and vision statements, purpose, history of the organization and what the organization does. In addition, CDC has sign up Facebook pages that have been tailored to disseminate particular area of health care. For instance, Act against AIDS page allow for users to interactively discuss with the organizations mechanisms to combat the spread of AIDS (CDC, 2017). The page has information about ways to reduce AIDS stigma, ideas to reduce spread of the HIV virus among other related information. Users are allowed to comment on several posts on act against AIDS. CDC Tobacco free Facebook page provides information about dangers of smoking tobacco. Users’ comments on tobacco use are listed in the page. Expert advice and comments are posted in the page. Another page is Start Talking Stop HIV (CDC, 2017). This is an interactive page that engages users on ideas to stop spread of HIV virus. The page was created to encourage public to engage in constructive talks and air their views on how to stop the spread to HIV.

CDC has a strong social media presence; however, there are still more room for improvement. One of the areas that need improvement is fact checking. CDC should develop effective fact checking tool to deal with the growing problem of fake news. There are commercially available fact checking tools, however, due to the nature of health information, it is recommended that the organization use bespoke application. Also, CDC should develop comprehensive social media policy (terms of conditions) for all users (internal and public) engaging in its social media platform. This will reduce problem of privacy, information reliability and loss of message control.

In conclusion, social media is here to stay and public health organizations are increasingly harnessing its benefits. Even though, social media has many benefits including wide audience reach, organization promotion, increased public engagement and public heath surveillance, there are still number of challenges that hinder is full adoption. These include privacy concerns and emerging fake news problem. However, measures like better social media policy and integrating fact checking application will mitigate these risks.

References

CDC. (2017). Social media at CDC. Retrieved from https://www.cdc.gov/socialmedia/index.html

Fung, I. C.-H., Tse, Z. T. H, & Fu, K.-W. (2015). The use of social media in public health surveillance. Western Pacific Surveillance and Response Journal, 6(2), 3-6.

Heldman, A. B., Schindelar, J., & Weaver III, J. B. (2013). Social media engagement and public health communication: Implications for public health organizations being truly “social.” Public Health Reviews, 35(1), 1-18.

Ventola, C. (2014). Social media and healthcare professionals: Benefits, risks, and best practices. Pharmacy & Therapeutics, 39(7), 491-499, 520.

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