Abstract
Going Viral: The 3 Rs of Social Media Messaging during Public Health Emergencies.
Highlights
The rise of social media has transformed the way individuals share and consume information
We propose a novel framework using a 3 Rs principle—Review, Recognize, and Respond—to help public health practitioners design tailored messages that prevent disease and promote health before, during, and after a public health emergency
Effective social media messaging can be developed if those messages are based on the principle of the 3 Rs. We propose this novel framework that public health practitioners can use to prepare for the public health crisis, so that that the right social media messages—not the disease—go viral
Summary
The rise of social media has transformed the way individuals share and consume information. Two-thirds of Americans receive at least some of their news from social media channels such as Facebook, Twitter, YouTube, Instagram, and Snapchat.[1] During an emergency, public health practitioners need to understand how to effectively use social media to rapidly disseminate information, so that the public health message goes viral,* instead of the disease. Effective communication is critically important in disaster response as well.[14,15] When Hurricane Florence lashed the Carolina coast in 2018, hashtags like #hurricaneflorence and #florence2018 garnered much attention and were trending upward on social media, but many tweets originated from unverified accounts or did not align with official public health guidance.[16] As a result, public health messages became muddled in a slew of conflicting ideas and opinions.
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