Accepted for/Published in: Journal of Medical Internet Research
Date Submitted: Aug 25, 2022
Date Accepted: Nov 30, 2022
Social media for public health: a framework for social media-based public health campaigns
ABSTRACT
The pervasiveness of social media is irrefutable, with 72% of adults reporting using at least one social media platform. Yet, the specifics of how public health practitioners can effectively utilize social media for health promotion are not described. We propose a novel framework with five key principles to guide the use of social media for public health campaigns: 1.) tailor messages to specific populations; 2.) include members of target population in message development; 3.) identify and address misinformation; 4.) leverage information sharing; 5.) evaluate impact by measuring real-world outcomes. Leveraging social media to deliver public health campaigns enables us to capitalize on sophisticated for-profit advertising techniques to disseminate tailored messaging directly to communities that need it most, with a precision far beyond the reaches of conventional mass media.
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© The authors. All rights reserved. This is a privileged document currently under peer-review/community review (or an accepted/rejected manuscript). Authors have provided JMIR Publications with an exclusive license to publish this preprint on it's website for review and ahead-of-print citation purposes only. While the final peer-reviewed paper may be licensed under a cc-by license on publication, at this stage authors and publisher expressively prohibit redistribution of this draft paper other than for review purposes.