Social Media in Health Communication

Abstract

In the past 10 years, social media usage and the development of new social media platforms have grown rapidly in the United States. This new technology enables users to socialize and exchange knowledge with other users in a virtual community. Social media also has a number of advantages over other modes of communication including the ability to track and analyze communication, tailor information for individual users, and reach a broad audience in a short amount of time. Many health care providers have already started piloting social media-based interventions to improve patient care and population health. This chapter describes the current application of social media in health communication, beginning with a definition of social media and health communication, and then focusing on examples of social media usage across the spectrum of health care. The chapter also reviews current guidelines for health care professionals’ use of social media and limitations of social media use, such as privacy and quality concerns. The chapter concludes with implications for future research and practice.