Abstract
BackgroundParticipation in social networking sites is commonplace and the micro-blogging site Twitter can be considered a platform for the rapid broadcasting of news stories.ObjectiveThe aim of this study was to explore the Twitter status updates and subsequent responses relating to a number of perinatal deaths which occurred in a small maternity unit in Ireland.MethodsAn analysis of Twitter status updates, over a two month period from January to March 2014, was undertaken to identify the key themes arising in relation to the perinatal deaths.ResultsOur search identified 3577 tweets relating to the reported perinatal deaths. At the height of the controversy, Twitter updates generated skepticism in relation to the management of not only of the unit in question, which was branded as unsafe, but also the governance of the entire Irish maternity service. Themes of concern and uncertainty arose whereby the professional motives of the obstetric community and staffing levels in the maternity services were called into question.ConclusionsTwitter activity provides a useful insight into attitudes towards health-related events. The role of the media in influencing opinion is well-documented and this study underscores the challenges that clinicians face in light of an obstetric media scandal. Further study to identify how the obstetric community could develop tools to utilize Twitter to disseminate valid health information could be beneficial.
Highlights
New communication technologies and the emergence of what is being called ‘‘Web 2.0’’ are providing the opportunity for health promotion professionals to truly engage with their patients, customers, and audiences in ways unimaginable just a few years ago
What is underappreciated by many social marketers who are beginning to experiment with these new technologies is that they are not new types of media with which to do the same old things
In its simplest forms, these media can be thought of as digital extensions of the interpersonal channels of promotion and the narrowing of broadcast-type communication. Thinking about these new media as new promotion channels to exploit misses the essence of what the new revolution is all about: using media in new ways NOT using new media. These new technologies have implications for how we think about the behaviors, products, and services we market; the incentives and costs we focus on; the opportunities we present; and places where we interact with our audience and allow them to try new things
Summary
New communication technologies and the emergence of what is being called ‘‘Web 2.0’’ are providing the opportunity for health promotion professionals to truly engage with their patients, customers, and audiences in ways unimaginable just a few years ago.
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