Effectiveness of Social Media in Health Campaigns
Governors State University
The Effectiveness of Social Media Health Campaigns on Behavioral Change
Effective social media health campaigns in conjunction with existing health theories and concepts have resulted in an increase of positive behavioral change. Harrington, Palmgreen and Donohew campaign research was based on televised PSA announcements, the conclusion resulted the two concepts that has shown effective in health campaigns of targeted audience and message design CITATION Har14 l 1033 (Harrington, Palmgreen, & Donohew, 2014).
Traditional health campaigns have become limited and ineffective in reaching and persuading audiences. Researchers Moorehead, Hazlett and Hoving have determined due to dated methodologies and designs, social media campaigns are far more effective in producing positive behavioral change. The limitations mostly consists of the unreliability of information that is distributed CITATION Moo13 l 1033 (Moorehead, Hazlett, & Hoving, 2013). Even with this obstacle, social networking sites (SNS) campaigns are able to provide, low cost, vast information that outweighs and distinguishes itself from promotional and unreliable data CITATION Van09 l 1033 (Vance, Howe, & Dellavalle, 2009).
Social media health campaigns allows for audience feedback to evaluate the effectiveness of the campaign. Incorporating social media and various apps to inform and promote health and fitness has shown to be successful in targeting a specific audience and through the technology, enabling the audience to engage and respond with individual tracking and results. Through the use and design of applications, developers and health professionals are able to determine results immediatelyCITATION Int12 l 1033 (Brunstein, Brunstein, & Mansar, 2012).
Social Media Health Campaigns vs Traditional Health Campaigns
One of the first meta-analysis studies on well-designed health campaigns communicated using social networking sites have been proven to be more successful in behavioral change than traditional health campaigns CITATION Lar15 l 1033 (Laranjo, et al., 2015). In the past, traditional health campaigns were shown to be ineffective due to inadequate design and evaluation process. Meta-analysis of health media campaigns was established to begin to research the effectiveness of the theories in conjunction with the campaign platform CITATION Noa06 l 1033 (Noar, 2006).
Health campaigns that were communicated via social media driven were more targeted specific to that audience which resulted in a more engaged audience and allowed for feedback from the audience CITATION Cho09 l 1033 (Chou, Hunt, & Hesse, 2009). A similar argument that having direct access to key information that is beneficial, communicated properly and designed with a support system is much more effective in generating preventive behavioral change CITATION Neu03 l 1033 (Neuhauser & Kreps, 2003).
Researchers have discovered that using the Gain-Loss Framed concept in social media has been used in successful implementation of health campaigns by framing the narrative to focus on a specific audience and the desired results to provide information for behavioral change CITATION Ran04 l 1033 (Randoldph & Viswanath, 2004). This framing concepts correlates the campaign to benefit of adopting a behavior or the cost of neglecting behavior compared to previously fear based campaigns were influential in being received by the target audience CITATION Rot06 l 1033 (Rothman, Bartels, Wlaschin, & Salovey, 2006).
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