Social Media Engagement and Public Health Communication: Implications for Public Health Organizations Being Truly “Social”

Amy Burnett Heldman · Jessica Schindelar · James B. Weaver

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Social Media in Health Education Public Relations and Crisis Communication Public Health Policies and Education

Abstract

Social media are designed to be engaging, but often are used as a mechanism by public health organizations and practitioners for mass information dissemination rather than engaging audiences in true multi-way conversations and interactions. In this article we define and discuss social media engagement for public health communication. We examine different levels of engagement for public health communication and consider the potential risks, benefits, and challenges of truly embracing the social component in public health practice. Some implications of engagement for public health communication via social media are addressed, and recommendations for future work and research are proposed.

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1992Health Behavior and Health Education: Theory, Research, and Practice 2009Social media: The new hybrid element of the promotion mix 2013A New Dimension of Health Care: Systematic Review of the Uses, Benefits, and Limitations of Social Media for Health Communication 2012The impact of electronic word-of-mouth communication: A literature analysis and integrative model 2009Social Media Use in the United States: Implications for Health Communication 2011Harnessing Social Media for Health Promotion and Behavior Change 2013The “Nasty Effect:” Online Incivility and Risk Perceptions of Emerging Technologies 2008Theory, research, and practice

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