Northern Engagement: Behind the Scenes Process for Strategic Health Authority Action

Abstract

s / Can J Diabetes 37 (2013) S217eS289 S266 Community Engagement (SCOPE) is a community-based childhood obesity prevention program. The objective of this study was to develop an evidence-based social media strategy and evaluation protocol for implementation in SCOPE communities. A comprehensive search was conducted using PubMed, Embase, PsycInfo, Web of Science, Cochrane, and GoogleScholar with the search terms “social media AND health.” Case studies, best-practice documents, and peer-reviewed literature were identified and indicated 3 key social media platforms (Facebook, Twitter, YouTube) for integration into the tool. A Facebook strategy would incorporate initial outreach, regular content posting, and interactive contests, with accompanying metrics (i.e. number of likes, comments, demographic analyses). A Twitter strategy would follow and align with similar Twitter groups, engage interactions, and disseminate information, with evaluation measures such as number of followers, clicks, ‘retweets’/replies. YouTube videos and video sharing documenting community involvement would be measured by number of views, subscribers, and comments. Evaluation of social media platforms would include surveys and web analytics, including a Klout score. A social media strategy will add to the growing knowledge on the use of social media in health promotion. In addition to being implemented in SCOPE communities, it can be adopted, adapted, implemented, and evaluated in other communities that support childhood obesity prevention.