Social media channels are designed to be engaging, but they are often used by public health organizations and practitioners as a means to disseminate mass information

Social media channels are designed to be engaging, but they are often used by public health organizations and practitioners as a means to disseminate mass information, rather than to engage audiences in meaningful interaction. Harnessing social media to best achieve public health outcomes is a topic of much discussion and study in the public health community.

For this assignment, you will analyze public health communication via social media in your community. Follow a public health organization, local or national, on a social media channel (e.g., Twitter, Facebook, LinkedIn, or other) for at least 3 weeks. In a paper of 1,000-1,250 words, address the following:

1. Describe the organization you followed and the social media channel you selected. What kind of information is shared on social media by the organization?
2. To what degree does the organization engage with users/followers (e.g., responding to questions, engaging in conversation, hosting “chats” with experts, soliciting information)?
3. What improvements or suggestions would you make to this organization regarding its social media and community engagement? Why? Use examples and evidence from the research literature to support your suggestions.
4. Identify at least two benefits/advantages and two challenges/risks of using social media for public health communication. Use examples and evidence from the research literature to support the benefits and challenges you highlight.

Incorporate three to five resources to support your analysis.

Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

You are required to submit this assignment to LopesWrite. A link to the LopesWrite technical support articles is located in Class Resources if you need assistance.

Expert Answer and Explanation

Social Media and Community Engagement

Technology is easing dissemination of the health information, with the social media serving as the channel for the dissemination of this information. A key aspect of the social media as a channel for sharing of information is that it has a larger reach, allowing organizations like the World Health Organization (WHO) to instantly send messages to a larger audience. Analysis of the statistical information regarding the popularity of the social media platforms reveals variance in users’ population characteristics.

To reach a wider audience, WHO utilizes different digital platforms including Facebook and X, formerly Twitter (Plackett et al., 2025). However, the focus of this paper is to analyze WHO’s use of X as a communication platform for health information. Issued considered include the kind of information it shares, engagement with the followers, and suggestions on how the organization can improve social media engagement.

Description of the Organization

WHO is a global health body, established in 1948 to manage the global health affairs, from conducting disease surveillance to supporting disease prevention efforts by providing resources to countries to avert the spread of illnesses. The WHO began with the recognition of the threat of the infectious diseases on the countries’ healthcare systems, considering that health systems across the world were reeling from the negative effect of the World War II.  With 194 member states, the WHO is involved in advancing the health efforts through the development of the evidence-backed guidelines, and increasing access to the health services.

In addition, it responds to the health emergencies during disasters, ensuring that victims access essential health services, and that member countries get medical supplies (Muñoz-Sastre, Rodrigo-Martín, & Rodrigo-Martín, 2021). Through its various public health initiatives, WHO contributes to the lessening the negative impact of the socioeconomic limitations because these initiatives drive equity in access to health care.

The selected Social Media Channel

X is a popular social media tool with daily active users standing at 245 million. Those who use this platform use it for various reasons, from publishing political information, to using it as information source. While X is considered the 12^th most popular social media platform, it is the most preferred platform among younger adults, who make up approximately 70% of active X users. In term of sex, actively used the platform, more than women. Therefore, the message shared within X has different reach.

The Information Shared on Social Media by the Organization

The WHO has taken advantage of the expanding and advancing digital technological space, using this space to share information with the public. The organization particularly relies on X to disseminate information, and with over 10 million followers on X, WHO shares information with this audience and with other X users. A review of the organization’s X posts shows the digital communication approaches it utilizes, and the form of information it shares with the world.

It shares information using infographs and videos, and covers live events held to discuss global health issues. In terms of the message delivery, it provides emergency alerts including updates during emergency disasters that require prompt intervention. It also leads countries to observe special days dedicated to promote health like the Global Handwashing Day. This is part of the larger WHO’s goal to nurture a culture of hygiene.

The Degree to which the Organization Engage with Followers

In terms of the engagement with followers, the WHO actively engages with X users using different approaches. In particular, it uses hashtags, creating health awareness as a strategy to prevent disease. To sensitize the public about the need to stay at home in regard to the covid-19, WHO used the hashtag, #StayHomeStaySafe. In a bid to provide targeted public health interventions, WHO conducted survey polls, collecting feedback on the running WHO-based programs.

For instance, it collected feedback to help modify how it shares information. WHO’s feedback gathering strategy also involved holding live sessions to discuss global health issues, and asking and responding to questions from X users (Muñoz-Sastre, Rodrigo-Martín, & Rodrigo-Martín, 2021). To counter the false information especially during the outbreak of the covid-19, the organization consistently shared updates, responding to misinformation.

Recommendations of Improvement of Social Media and Community Engagement

While the WHO has effectively leveraged X to engage X community, it needs to make changes to strengthen this engagement. Encouraging individuals to share stories on how they are dealing with health issues at personal and at community levels is a strategy that the WHO should consider if it wants to better engage with users. This is likely to encourage individuals to engage in similar activities to improve personal health, or to contribute to improving health within their communities.

Localization of the content is the other strategy that can work in terms of creating targeted content. This is important because there is overwhelming evidence that localizing of content is associated with improved outcomes in terms of influencing the change of behavior (Jia, Pang, & Liu, 2021).

Advantages of Using Social Media for Public Health Communication

When it comes to health communication, the social media provides various benefits. One of the benefits seen with the social media as a dissemination platform is that it supports instant sharing of health information, allowing users of the social media platforms to receive the message. This implies that everyone can receive a communicated health information as long as they are on X or any other platform used to share this message.

Research has shown that the use of the social media helps speed up information sharing. It also helps combat misinformation by allowing reputable organizations like WHO to share information in real-time (Chen & Wang, 2021). Because the WHO information is trustworthy, individuals are likely to trust the information coming from the WHO.

The Challenges of Using social media for Public Health Communication

While the WHO can counter false information published on social media platforms, delayed communication may cause users of these platforms to believe the information they receive. Cases of misinformation surrounding vaccines are prevalent, despite the WHO’s efforts to address this issue by sharing updates. Access to the digital devices or broadband technology is low especially in developing countries. This issue, coupled with limited digital literacy are hampering access to health information published on social media. Thus, the information shared with the public may only reach a segment of the population, worsening the adverse health effects tied to the social determinants of health (Chen & Wang, 2021).

Conclusion

In overview, the X health information dissemination strategy that the WHO utilizes has had a significant impact in terms of spreading health messages and countering misinformation. To strengthen its social media use strategy, the global health body needs to empower local voices, ensuring that it disseminates information in a way that reflects the needs of local populations.

References

Chen, J., & Wang, Y. (2021). Social Media Use for Health Purposes: Systematic Review. Journal of medical Internet research, 23(5), e17917. https://doi.org/10.2196/17917.

Jia, X., Pang, Y., & Liu, L. S. (2021). Online Health Information Seeking Behavior: A Systematic Review. Healthcare (Basel, Switzerland), 9(12), 1740. https://doi.org/10.3390/healthcare9121740.

Kite, J., Chan, L., MacKay, K., Corbett, L., Reyes-Marcelino, G., Nguyen, B., Bellew, W., & Freeman, B. (2023). A Model of Social Media Effects in Public Health Communication Campaigns: Systematic Review. Journal of medical Internet research, 25, e46345. https://doi.org/10.2196/46345.

Muñoz-Sastre, D., Rodrigo-Martín, L., & Rodrigo-Martín, I. (2021). The Role of Twitter in the WHO’s Fight against the Infodemic. International journal of environmental research and public health, 18(22), 11990. https://doi.org/10.3390/ijerph182211990.

Plackett, R., Steward, J. M., Kassianos, A. P., Duenger, M., Schartau, P., Sheringham, J., Cooper, S., Biddle, L., Kidger, J., & Walters, K. (2025). The Effectiveness of Social Media Campaigns in Improving Knowledge and Attitudes Toward Mental Health and Help-Seeking in High-Income Countries: Scoping Review. Journal of medical Internet research, 27, e68124. https://doi.org/10.2196/68124.

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Social Media Engagement and Public Health Communication: Transforming Mass Information Dissemination into Meaningful Audience Engagement

Introduction

Social media channels are designed to be engaging, but they are often used by public health organizations and practitioners as a means to disseminate mass information, rather than to engage audiences effectively. This fundamental disconnect between platform capabilities and organizational usage patterns represents one of the most significant challenges in modern public health communication. While social media platforms offer unprecedented opportunities for interactive dialogue, community building, and targeted messaging, many health organizations continue to treat these channels as traditional broadcast media outlets.

The consequences of this approach extend far beyond missed engagement opportunities. When public health organizations fail to leverage the interactive nature of social media, they risk losing credibility, reducing message effectiveness, and missing critical opportunities to build trust with their communities. This article explores how public health organizations can bridge this gap by developing strategic approaches that transform their social media presence from information broadcasting to genuine audience engagement.

Understanding the Current State of Social Media in Public Health

The Broadcasting Trap

Most public health organizations approach social media with a traditional communication mindset, treating platforms like Facebook, Twitter, Instagram, and LinkedIn as digital billboards rather than conversation spaces. This approach manifests in several problematic ways:

One-Way Communication Patterns

• Publishing health advisories without encouraging discussion
• Sharing statistics and data without context or interpretation
• Posting educational content without inviting questions or feedback
• Responding minimally or not at all to user comments and inquiries

Content Format Limitations

• Over-reliance on text-based announcements
• Minimal use of interactive features (polls, Q&A sessions, live videos)
• Limited storytelling and narrative approaches
• Insufficient visual and multimedia content

The Engagement Imperative

Research consistently demonstrates that engaged audiences are more likely to adopt recommended health behaviors, trust public health guidance, and serve as advocates within their communities. The COVID-19 pandemic highlighted both the potential and the pitfalls of social media in public health communication, with successful campaigns characterized by interactive, responsive, and community-driven approaches.

Content Gap Analysis: Where Public Health Organizations Fall Short

Gap 1: Lack of Strategic Communication Frameworks

Current State: Most organizations lack comprehensive social media strategies aligned with public health objectives.

Opportunity: Develop integrated communication frameworks that combine traditional public health messaging with social media best practices.

Content Need: Detailed guides on creating strategic communication plans that prioritize engagement over information dissemination.

Gap 2: Limited Understanding of Platform-Specific Engagement

Current State: Organizations often use identical content across all platforms without considering audience expectations and platform capabilities.

Opportunity: Platform-specific strategies that leverage unique features and audience behaviors.

Content Need: Platform-by-platform guides for health communication, including best practices for Facebook, Twitter, Instagram, LinkedIn, TikTok, and emerging platforms.

Gap 3: Insufficient Crisis Communication Protocols

Current State: Many organizations struggle to maintain engagement during health emergencies while providing accurate, timely information.

Opportunity: Develop crisis communication strategies that maintain trust and engagement during high-stakes situations.

Content Need: Crisis communication playbooks specifically designed for social media channels.

Gap 4: Lack of Community Management Resources

Current State: Limited staff training and resources for active social media management and community engagement.

Opportunity: Professional development programs and resource allocation strategies for effective community management.

Content Need: Training materials and resource allocation guides for public health social media management.

Strategic Framework for Effective Social Media Engagement

The ENGAGE Model for Public Health Social Media

E – Educate with Interactive Content Transform static educational materials into interactive experiences that invite participation and discussion.

N – Navigate Conversations Proactively Monitor and participate in ongoing health discussions rather than waiting for direct engagement.

G – Generate Community-Driven Content Encourage user-generated content that amplifies public health messages through personal stories and experiences.

A – Amplify Trusted Voices Partner with community leaders, healthcare professionals, and satisfied patients to extend message reach.

G – Gauge Audience Sentiment Use social listening tools to understand community concerns and adjust messaging accordingly.

E – Evaluate and Evolve Strategies Continuously assess engagement metrics and adapt strategies based on performance data.

Implementation Strategies by Platform

Facebook: Building Community Health Networks

Best Practices:

• Create dedicated health topic groups for ongoing discussions
• Use Facebook Live for Q&A sessions with health professionals
• Implement Facebook Events for health screenings and educational programs
• Leverage Facebook Polls for community health needs assessments

Content Strategy:

• Share patient success stories (with permission)
• Post behind-the-scenes content from health facilities
• Create shareable infographics with local health statistics
• Respond to comments with helpful resources and follow-up questions

Twitter: Real-Time Health Communication

Best Practices:

• Participate in health-related Twitter chats and trending topics
• Use Twitter Spaces for live health discussions
• Create Twitter threads that tell comprehensive health stories
• Engage with health journalists and influencers

Content Strategy:

• Live-tweet from health events and conferences
• Share quick health tips with actionable advice
• Retweet and comment on relevant health news with expert perspective
• Use hashtags strategically to join broader health conversations

Instagram: Visual Health Storytelling

Best Practices:

• Use Instagram Stories for daily health tips and behind-the-scenes content
• Create IGTV series featuring health professionals
• Leverage Instagram Reels for educational content in trending formats
• Use Instagram Shopping for health resource promotion

Content Strategy:

• Share visually appealing healthy lifestyle content
• Feature diverse community members in health success stories
• Create carousel posts that break down complex health information
• Use user-generated content to showcase community health initiatives

LinkedIn: Professional Health Networks

Best Practices:

• Share thought leadership articles on public health trends
• Engage with healthcare professionals and organizations
• Post job opportunities and professional development resources
• Create LinkedIn Events for professional health education

Content Strategy:

• Publish in-depth articles on health policy and research
• Share insights from health conferences and professional meetings
• Highlight partnerships and collaborative health initiatives
• Engage with comments from healthcare professionals

Overcoming Common Engagement Barriers

Resource Constraints

Challenge: Limited staff and budget for active social media management.

Solutions:

• Implement social media management tools for efficient content scheduling
• Train existing staff in social media best practices rather than hiring specialists
• Develop content calendars that allow for batch content creation
• Partner with local organizations to share content creation responsibilities

Regulatory and Compliance Concerns

Challenge: Navigating healthcare privacy regulations and organizational policies.

Solutions:

• Develop clear social media policies that address HIPAA and other regulatory requirements
• Create approval processes that balance compliance with timely engagement
• Train staff on appropriate responses to medical questions on social media
• Establish protocols for handling sensitive health information in public forums

Measuring Engagement Effectiveness

Challenge: Demonstrating the public health impact of social media engagement.

Solutions:

• Develop metrics that connect social media engagement to health outcomes
• Use social listening tools to track sentiment and behavior change indicators
• Conduct regular surveys to assess the impact of social media on community health awareness
• Create case studies that document successful engagement campaigns

Best Practices for Authentic Health Communication

Building Trust Through Transparency

Key Strategies:

• Share the decision-making process behind public health recommendations
• Acknowledge uncertainty when scientific understanding is evolving
• Correct misinformation promptly with clear, factual responses
• Provide sources and references for all health claims

Personalizing Health Messages

Effective Approaches:

• Use storytelling to make health statistics relatable
• Feature diverse community voices in health messaging
• Address specific community concerns and cultural considerations
• Create content that reflects the lived experiences of target audiences

Encouraging Two-Way Communication

Implementation Tactics:

• Ask specific questions in posts to encourage responses
• Create polls and surveys to gather community input
• Respond to comments with follow-up questions
• Host regular live Q&A sessions on health topics

Technology Tools for Enhanced Engagement

Social Media Management Platforms

Social Listening and Analytics Tools

Brandwatch: Comprehensive social listening for public health sentiment tracking Mention: Real-time monitoring of health-related conversations Google Analytics: Website traffic analysis from social media campaigns Facebook Insights: Detailed engagement metrics for Facebook pages Twitter Analytics: Performance tracking for Twitter health campaigns

Content Creation Tools

Canva: User-friendly design platform for health infographics and social media graphics Adobe Creative Suite: Professional design tools for high-quality visual content Loom: Screen recording software for educational health videos Zoom: Video conferencing platform for live health education sessions

Crisis Communication and Social Media

Rapid Response Protocols

During health emergencies, social media becomes a critical communication channel. Effective crisis communication requires:

Pre-Crisis Preparation:

• Develop template responses for common health emergency scenarios
• Establish clear approval chains for crisis communications
• Create contact lists for key stakeholders and community leaders
• Test communication systems regularly

During-Crisis Communication:

• Provide frequent, consistent updates across all platforms
• Address misinformation immediately with factual corrections
• Use live streaming for real-time updates and Q&A sessions
• Monitor social media constantly for emerging concerns and questions

Post-Crisis Evaluation:

• Analyze social media performance during the crisis
• Gather community feedback on communication effectiveness
• Update crisis communication protocols based on lessons learned
• Maintain ongoing engagement to rebuild community trust

Case Study: COVID-19 Social Media Response

The COVID-19 pandemic provided numerous examples of effective and ineffective public health social media communication:

Successful Strategies:

• Regular live updates from health officials on Facebook and Instagram
• Interactive Q&A sessions addressing community concerns
• User-generated content campaigns promoting mask-wearing and vaccination
• Partnerships with local influencers to reach diverse community segments

Lessons Learned:

• Consistent messaging across platforms builds trust
• Visual content performs better than text-only posts
• Community leaders are more effective messengers than health officials alone
• Real-time engagement during crisis periods significantly increases audience loyalty

Measuring Success: Key Performance Indicators

Engagement Metrics

Primary KPIs:

• Engagement rate (likes, comments, shares per post)
• Response rate to community questions and comments
• Growth in followers and community size
• Share of voice in health-related conversations

Secondary KPIs:

• Click-through rates to health resources
• Video completion rates for educational content
• User-generated content volume and quality
• Sentiment analysis of community interactions

Health Impact Metrics

Behavioral Indicators:

• Increase in health service utilization following social media campaigns
• Improvement in community health knowledge assessments
• Adoption of recommended health behaviors tracked through surveys
• Reduction in health misinformation spread within target communities

Community Trust Indicators:

• Increase in positive sentiment toward public health organizations
• Growth in voluntary participation in health programs
• Improvement in crisis communication effectiveness ratings
• Enhanced community collaboration on health initiatives

Future Trends in Public Health Social Media

Emerging Platforms and Technologies

TikTok Health Communication:

• Short-form video content for health education
• Influencer partnerships for reaching younger demographics
• Creative challenges promoting healthy behaviors
• Medical professional content creation

Virtual and Augmented Reality:

• Immersive health education experiences
• Virtual health facility tours
• AR applications for medication adherence
• VR therapy and mental health support

Artificial Intelligence Integration:

• Chatbots for basic health information and service navigation
• Personalized content recommendations based on health interests
• Automated sentiment analysis for community health monitoring
• AI-powered content creation for health education materials

Evolving Audience Expectations

Increased Demand for Personalization:

• Tailored health content based on individual risk factors
• Localized health information and resources
• Culturally sensitive messaging and imagery
• Age-appropriate health communication strategies

Greater Emphasis on Mental Health:

• Integration of mental health considerations in all health communications
• Stigma reduction campaigns through personal storytelling
• Community support networks facilitated through social media
• Crisis intervention protocols for mental health emergencies

Implementation Roadmap

Phase 1: Foundation Building (Months 1-3)

Week 1-2: Strategy Development

• Conduct social media audit of current practices
• Define target audiences and platform preferences
• Establish key performance indicators and measurement protocols
• Develop social media policies and approval processes

Week 3-6: Team Preparation

• Train staff in social media best practices and platform-specific strategies
• Set up social media management tools and analytics tracking
• Create content calendars and posting schedules
• Establish community management protocols

Week 7-12: Content Creation and Launch

• Develop library of engaging health content
• Create template responses for common questions
• Launch revised social media presence with engagement-focused approach
• Begin active community management and response protocols

Phase 2: Engagement Optimization (Months 4-6)

Community Building:

• Host regular live Q&A sessions with health professionals
• Create user-generated content campaigns
• Partner with community leaders and local influencers
• Develop loyalty programs for active community members

Content Diversification:

• Expand into video and multimedia content
• Create interactive polls and surveys
• Develop storytelling campaigns featuring community members
• Launch educational series on priority health topics

Phase 3: Advanced Strategies (Months 7-12)

Platform Expansion:

• Launch presence on emerging platforms (TikTok, Clubhouse, etc.)
• Develop platform-specific content strategies
• Create cross-platform campaigns with consistent messaging
• Establish thought leadership through professional networks

Technology Integration:

• Implement advanced social listening and analytics tools
• Develop chatbot capabilities for basic health information
• Create virtual events and webinar series
• Launch mobile app integration with social media campaigns

Frequently Asked Questions

General Strategy Questions

Q: How often should public health organizations post on social media?

A: Posting frequency depends on platform and audience preferences, but consistency is more important than volume. Aim for:

• Facebook: 3-5 posts per week
• Twitter: 1-3 posts per day
• Instagram: 3-4 posts per week
• LinkedIn: 2-3 posts per week

Focus on quality engagement rather than high-volume posting.

Q: How can small public health organizations with limited resources compete with larger agencies?

A: Small organizations can leverage their advantages:

• More personalized, direct community connections
• Faster response times to community concerns
• Greater flexibility in content creation and messaging
• Stronger relationships with local influencers and community leaders

Q: What’s the best way to handle medical questions on social media?

A: Never provide specific medical advice on social media. Instead:

• Provide general health information and education
• Direct individuals to appropriate healthcare providers
• Share resources for finding qualified medical professionals
• Clarify when information is educational versus medical advice

Content and Engagement Questions

Q: How can public health organizations make complex health information engaging on social media?

A: Use these strategies:

• Break complex information into digestible chunks
• Use visual aids like infographics and videos
• Tell stories that illustrate health concepts
• Create interactive content like polls and quizzes
• Partner with influencers who can translate complex information

Q: What should organizations do when they receive negative comments or criticism?

A: Respond professionally and constructively:

• Acknowledge concerns and thank users for feedback
• Provide factual corrections when necessary
• Move detailed discussions to private messages when appropriate
• Use criticism as an opportunity to demonstrate transparency and commitment to improvement

Q: How can organizations measure the public health impact of their social media efforts?

A: Combine engagement metrics with health outcome indicators:

• Track website traffic to health resources from social media
• Survey community members about health knowledge and behavior changes
• Monitor healthcare service utilization following social media campaigns
• Measure sentiment changes toward public health recommendations

Technical and Operational Questions

Q: What social media management tools are best for public health organizations?

A: Choose tools based on your organization’s needs:

• Small organizations: Buffer or Later for basic scheduling and analytics
• Medium organizations: Hootsuite or Sprout Social for comprehensive management
• Large organizations: Enterprise solutions with advanced analytics and team collaboration features

Q: How can organizations ensure compliance with healthcare regulations on social media?

A: Develop clear policies and procedures:

• Create social media policies that address HIPAA and other relevant regulations
• Train staff on appropriate responses to health questions
• Establish approval processes for sensitive health content
• Never share patient information without explicit consent
• Use disclaimer language when providing general health information

Q: What’s the best approach for handling health misinformation on social media?

A: Address misinformation strategically:

• Respond quickly with factual corrections
• Provide credible sources and references
• Create proactive content addressing common misconceptions
• Partner with trusted community voices to amplify accurate information
• Report false information to platform moderators when appropriate

Statistical Insights and Research Data

Social Media Usage in Healthcare

According to recent research on social media and public health communication:

• 89% of adults use social media as a source of health information
• 62% of healthcare organizations report using social media for patient education
• 43% increase in health-related social media engagement during the COVID-19 pandemic
• 78% of patients trust health information more when it comes from engaging, interactive sources rather than one-way broadcasts

Engagement Performance Data

Platform-Specific Performance

Facebook:

• Health-related content receives 23% higher engagement than general organizational posts
• Video content performs 120% better than image posts
• Live videos generate 6x more engagement than regular videos

Twitter:

• Health threads with 5-7 tweets see optimal engagement
• Health hashtags increase reach by 43% on average
• Real-time health updates during crises see 300% higher engagement

Instagram:

• Health infographics receive 94% more views than text posts
• Stories featuring health professionals see 67% higher completion rates
• User-generated health content receives 78% more engagement

Conclusion

The transformation from mass information dissemination to genuine audience engagement represents a fundamental shift in public health communication strategy. While social media channels are indeed designed to be engaging, realizing this potential requires public health organizations to embrace new approaches that prioritize community building, interactive dialogue, and authentic relationship development.

Success in this transformation depends on several key factors: strategic planning that aligns social media tactics with public health objectives, resource allocation that supports ongoing community management, staff training that builds social media competency, and measurement systems that demonstrate the public health impact of engagement efforts.

The organizations that successfully bridge the engagement gap will find themselves better positioned to build community trust, influence health behaviors, and achieve their public health missions in an increasingly connected world. The strategies, tools, and frameworks outlined in this article provide a roadmap for this transformation, but the journey requires commitment, patience, and a willingness to engage authentically with the communities they serve.

As public health challenges continue to evolve, the ability to engage effectively on social media will become increasingly critical. Organizations that invest in building these capabilities today will be better prepared to meet the health communication challenges of tomorrow.

References

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