Recording-2025-03-13T15:33:21.608Z

Understanding Social Media

• Definition of Social Media: A network of information, communication, and technology platforms that derive value from user engagement and interaction.

• Key Features:

  • Facilitates communication on a mass scale.

  • Integrates information and communication technology (ICT).

  • Promotes real-time interaction and community involvement.

Communication and Technology

• Role of Communication: Vital in connecting communities and spreading information quickly.

• Technology's Influence: Technology evolves alongside social trends, emphasizing adaptability in design thinking.

  • Design Thinking: An iterative process to improve the functionalities of social media platforms to meet user needs.

  • Example: Community feedback shapes platform features and user experience.

Platforms in Focus

• Popular Platforms: Instagram, TikTok, Snapchat, with potential for health promotion messaging.

• Each platform offers unique interactions and design considerations based on the target audience.

The STAR Model in Health Promotion

• Framework for Social Media:

  • S: Study the community to understand needs.

  • T: Target actions for social marketing to drive behavior change.

  • A: Assess the cost-benefit of outreach strategies (e.g., using email alerts for emergencies).

  • R: Respond to community feedback to continually adapt and improve health messaging.

Cost-Benefit Analysis of Social Media

• Social media provides cost-effective dissemination of information, reaching large audiences compared to traditional methods.

• Example: Government alerts about natural disasters can be sent via social media, potentially saving lives.

Challenges in Health Promotions on Social Media

• Digital Divide: Varying access to technology affects who can receive health information.

• Legitimacy of Information: Importance of evaluating sources to trust the information presented.

  • Community engagement: Critique the intentions behind shared content.

Unintended Consequences of Information Spread

• Misinterpretation: Users may distort messages or remove content from its original context, leading to misinformation.

• Polarization: Social media can amplify divisive issues and create echo chambers.

• External Forces: Influential entities can shape the discourse through strategic communication.

Examples of Social Media Impact

• Recent discussions on vaccine hesitancy illustrate how celebrities influence public perception and behavior.

• Marketing strategies that rely on shock value or emotional appeal to deter negative behaviors, e.g., smoking.

  • Social media platforms play a role in shaping these messages.

Behavior Change Campaigns

• Behavior Change Models: Effectiveness determined by understanding audience and strategic use of appropriate platforms.

• Targeting populations through varying methods, such as upstream approaches to include policy changes.

• Promotion Strategies: Clear and engaging campaigns are needed to address community interests and needs.

Ethical Considerations in Social Media Use

• Confidentiality: Protecting patient privacy is crucial in any online interactions.

• Professional Boundaries: Maintaining professionalism in personal social media use as it reflects on the medical community.

• Public Perception: The importance of how healthcare professionals present themselves online.

Policy Advocacy and Capacity Building

• Inclusive Strategies: Engaging diverse communities in health promotions is essential for effective outreach.

• Policy-related initiatives can act as frameworks for promoting healthy behaviors across platforms.

Interactive Engagement in Health Promotion

• Active participation of communities can enhance the effectiveness of health messages.

• Building networks through both synchronous and asynchronous communication enhances reach and collaboration.

Conclusion: Role of Social Media in Health Promotion

• Social media serves as a powerful tool for driving behavior change in health promotion through engagement and communication.

• Evaluating the design, platform choice, and community involvement are vital for successful health campaigns.