JMIR Publications

ABSTRACT

Background:

The burgeoning rise in social media use has revolutionized information dissemination rendering it a vital tool for promoting health campaigns and enhancing two-way health communication between senders and users. Health planners and policymakers consider social media platforms vital for transferring useful health information to the public. However, there are important concerns about the decision-makers' perceptions of the evolving role of social media in health promotion and education campaigns.

Objective:

This qualitative study explored how decision-makers perceive the role of social media in health promotion and education. The research aimed to shed light on strategic efficacy, real-world challenges, and valuable prospects of using social media for health communication.

Methods:

A qualitative research method was adopted involving in-depth semi semi-structured, face-to-face interviews. The study included thirteen participants from the Government and Private healthcare sectors of the Al-Qassim region in Saudi Arabia, who were the key players and decision-makers in healthcare programs and reforms. Data was recorded, transcribed verbatim, and analyzed using thematic analysis to identify key themes and patterns.

Results:

Five main themes were identified; (i) the use of social media – frequency, type of content, target audience, and purpose of communication. (ii) perceptions of decision-makers – how social media influences public health behavior (iii) benefits (iv) Challenges and (v) implications for future use. The participants recognized the positive role of social media platforms in spreading health information, particularly in health promotion and awareness campaigns. Communication emerged as a key concept, and WhatsApp, X (Twitter), and Facebook were recognized as major platforms for digital health literacy. The participants used these applications extensively for communication with colleagues, patients, and the public, intending discussion, information exchange, and health promotion campaigns. Content inaccuracy and reliability were identified as major challenges. Furthermore, misinformation and social inequalities were identified as barriers to effective communication. They suggested social media influencers played a more effective role in information dissemination than the healthcare staff. Far-reaching audiences, visually appealing and engaging content using videos and graphics, and assessing campaign effectiveness by metrics like views, shares, likes, and comments were recognized as major benefits of social media. They stressed the promising role of social media in the future as technological advancements in e-health could revolutionize healthcare.

Conclusions:

Social media platforms play a vital role in sharing information about health-related initiatives. This research highlights the complexities and potential challenges of using social media for health promotion in Saudi Arabia. It emphasizes the need to develop strategies to combat misinformation, address privacy and confidentiality concerns, and ensure compliance with legal and ethical standards. Encouraging communication among key stakeholders including health promotion experts, government organizations, social media companies, and the general public can help establish effective guidelines and protocols to overcome the challenges.