Portuguese Citizens and Oncologic Institutions in Social Networks: An Analysis of the Beginning of this Interactive Communication (2009-2012)

This paper aims to unravel the way Portuguese citizens and institutions have been adopting online platforms for social networks within the framework of solidarity and citizenship against cancer. The authors will present an analysis of the communication strategies implemented by institutions and their outcomes, aiming at clarifying the contribution that this type of participatory media have been giving to the oncological cause. In the Portuguese case, this activity occurs essentially among the most disseminated online platforms, namely: Twitter, YouTube, blogs and mostly on Facebook. The study focuses on the activity of renowned oncologic institutions on Facebook, as well as on various other online platforms for social networks. After the analysis and evaluation of the institutions' activity the authors present a set of recommendations that will help them in using social networks to citizenship missions in oncology.