Applying the dialogic theory to social networking sites : Examining how university health centers convey health messages on Facebook

Purpose – The purpose of this paper is to examine how US universities' health centers are using dialogue and engagement on social networking sites to educate students and their followers about health issues. Design/methodology/approach – Through a content analysis of health centers' Facebook profiles, the research team examines the use of Kent and Taylor's dialogic principles of communication. Findings – Results indicate that when a health center attracts a large number of followers online, their usage of the outlet as a dialogic tool increases significantly. Practical implications – The study found that university health centers have a presence on Facebook, but they really are not using the site strategically to gain followers and educate them about health issues that they have pledged to address on their campuses. Originality/value – The dialogic principles of communication have been examined significantly on web sites and blogs, but this is one of the first studies to test them in the social networking site environment.