Ebola on Instagram and Twitter: How health organizations address the health crisis in their social media engagement
Ebola on Instagram and Twitter: How health organizations address the health crisis in their social media engagement
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DOI：
10.1016/j.pubrev.2017.04.009
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发表时间：
2017-09-01
影响因子：
4.2
通讯作者：
Meganck, Shana
中科院分区：
文献类型：
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作者：
Guidry, Jeanine P. D.;Jin, Yan;Meganck, Shana
尽管社交媒体已被公共关系从业者用作危机沟通的关键工具，但人们对公共卫生组织在传染病爆发情况下如何利用这些平台以及这可能如何影响公众对社交媒体上和社交媒体下爆发的反应知之甚少。本研究采用策略性健康风险沟通的方法，检视美国疾病控制及预防中心（CDC）、世界卫生组织（WHO）、无国界医生组织（Medecins Sans Frontieres）等三个主要卫生组织发布的与埃博拉相关的社交媒体贴文（无国界医生组织，又称无国界医生组织），在推特和Instagram上，重点关注疫情期间使用的沟通类型，这些通信的内容和背景，以及它们引起的公众反应。虽然这两个平台都被所有三个卫生组织使用，但结果表明，Instagram可能是一个特别有用的平台，可以在全球卫生危机期间与公众建立有意义的互动交流，卫生组织和公众的参与程度显著提高就是证明。此外，我们的研究结果表明，社交媒体消息可能是最有效的，当它是由熟悉和公众的卫生组织使用时，当它是基于战略使用的风险沟通原则，如基于解决方案的消息，纳入视觉图像，并承认公众的恐惧和关注。我们讨论的背景下，战略健康风险沟通的指导方针和公共关系实践的影响的结果。
Although social media have been used by public relations practitioners as a key vehicle for crisis communication, little is known about how these platforms were utilized by public health organizations in infectious disease outbreak situations and how this may have shaped the publics' responses to the outbreak on and off social media. Taking the approach of strategic health risk communication, this study examined Ebola-related social media posts by three major health organizations, Centers for Disease Control and Prevention (CDC), World Health Organization (WHO), Medecins Sans Frontieres (MSF, also known as Doctors without Borders), on Twitter and Instagram, focusing on the types of communication that were used during the outbreak, the content and context of these communications, and the responses they elicited from the publics. While both platforms were utilized by all three health organizations, the results suggest that Instagram may be a particularly useful platform for establishing meaningful, interactive communication with the publics in times of global health crises, as evidenced by significantly greater levels of engagement on the part of health organizations and the publics. Furthermore, our findings indicate that social media messaging may be most effective when it is used by health organizations that are familiar with and to the publics, and when it is based on the strategic use of risk communication principles such as solution-based messaging, incorporation of visual imagery, and acknowledgement of public fears and concerns. We discuss the results in the context of strategic health risk communication guidelines and implications for public relations practice.