Behavior change communication using social media: A review

Abstract

The emergence of social media introduced a new dimension to communication. The media is increasingly being used in almost every aspect of human endeavor – from marketing and brand promotion to information sharing and relationship building. In view of the participatory nature of social media and its potential for expansive reach of audience, public health professionals are enthusiastic about employing it for communicating behavior change interventions. While evidence indicates the potential benefits of social media to behavior change communication, this paper, drawing on current literature, emphasizes the need for a strategic deployment of the media. The review highlights some of the challenges of using social media for behavior change communication purposes. Many of the challenges can, however, be mitigated, and this paper highlightsstrategiesthat could enhance the value of social media for behavior change communication. The paper stresses the need for a two-way communication using social media, working with the audience in developing appropriate communication strategies, and the need for effective evaluation

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