Social media strategy development : a guide to using social media for public health communication

This guide provides public health organisations and practitioners with a practical approach to strengthening the integration of social media into their overall communication activities. It focuses, in particular, on identifying effective ways to use social media to enhance crisis, risk and corporate communication1 related to communicable disease prevention and control. Social media are effective two-way communication platforms for listening, informing, educating, and empowering people about health issues, and can also be used to collect surveillance data. Social media enhance the speed at which communication is sent and received during public health emergencies or outbreaks, help mobilise community action, facilitate desired behaviour changes, allow for a better understanding of public perceptions of issues, and make it easier for users to participate and engage. Public health social media literacy and capacities vary widely between and within EU Member States. This guide provides a flexible approach that can be used to enhance existing strategies or serve as a basic resource for organisations just beginning to introduce social media into their communication activities