Chapter 11 - Social media and policy campaigns

Gayle Walter

doi:10.1016/B978-0-323-95630-7.00009-3

The use of Facebook, Twitter, and Instagram increased substantially over the past decade. These social media platforms can reach a large audience across the nation, so it makes sense to use these platforms for advocacy efforts and policy change. Social media provides the ideal setting to disseminate information on recent research and evidence-based practices to inform the public using accurate and reliable information. Members of Congress, both Democrats and Republicans, have increased their use of social media, especially on Twitter. The public has been inundated with mixed messages and inaccurate information prohibiting them from making informed choices or support for important and timely public health topics. As a result, it becomes even more important for healthcare professionals to use their social media platforms to convey accurate information which can be retweeted and shared across networks. Social media has been effective in promoting health messaging, influencing policy, and learning how the public feels about certain policies based on the content of their posts and the use of hashtags, retweets, or shares. One example looks at repetitive words to garner public opinion on health issues such as tobacco use, gun violence, and abortion rights. Public opinion on these topics and other critical topics will call for the appropriate response by policymakers' engagement. The advantage of social media is to gather real-time information and gain direct access to hard-to-reach younger subpopulations. Social media has advantages and disadvantages, with any accounts being automatically controlled to sway public opinion. However, social media may catalyze advancing the field of health promotion and health policy.

Chapter 11 - Social media and policy campaigns

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