#publichealthcommunities

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The Dangers of Social Media Reliance for Public Health Campaigns

INTRODUCTION

Public health is a crucial part of social life that has evolved with the changing landscape of digital platforms and communities. Social media, a powerful tool with global reach and influence in disseminating information, has also become a hub for health-related information and communities. Wakefield et al. (2014) state that like-minded individuals come together to share and learn from each other regarding public health campaigns. However, the reliance on social media platforms for public health campaigns and communities comes with its own set of dangers, as the information shared on these fast-paced platforms may not always be credible.

Digital communities on social media platforms have undoubtedly become powerful channels for public health campaigns. These online platforms allow individuals to search for health-related information, share their recovery experiences and bring awareness to lesser-known diseases and sicknesses (Wakefield et al. 2014). As a result, digital communities have played a vital role in promoting online public health campaigns.

THE DANGERS OF SOCIAL MEDIA RELIANCE

Despite these benefits from online communities, inevitable dangers that can compromise public health have also arisen from this. One main concern for these campaigns is the spread of misinformation. Social media platforms have a decentralized structure that allows for the rapid spread and exchange of information regardless of credibility (Lledo et al. 2021). This is especially dangerous for public health campaigns and communities as inaccurate information can lead to misguided practices, treatment hesitancy and the general faith that the public has in healthcare services.

Misleading posts or videos regarding healthcare can trend easily and quickly, reaching a wide audience before public health officials can respond with remedial measures. According to Lledo et al. (2021), a total of 69 studies on health misinformation were found, and it affected the ability of healthcare workers to provide treatment to the ill. As a result, public health officials must share accurate health information in a timely manner in order to battle against the tide of misinformation.

Furthermore, the disseminating of misinformation can be worsened by the echo chambers on social media platforms. These isolated communities can cause the reinforcement of existing beliefs and perspectives that may be inaccurate health information (Gyenes et al. 2017). As a result, individuals in these echo chambers may grow to be more resistant to even evidence-based health information as it contradicts their existing thoughts and views on health matters. During the Covid-19 crisis, healthcare officials were having immense trouble sharing accurate information to the public as echo chambers were formed, which led to certain groups refusing to listen and follow the instructions given by officials (Jiang et al. 2021). Consequently, it can be seen that polarization of health information in digital communities can impede the effectiveness of public health campaigns, especially when attempting to reach a diverse audience.

Moreover, the steady rise of social media influencers promoting health-related products and information has also developed its own fair share of problems. Although influencers can be useful entities in aiding the spread of health messages, an influencer’s motive may not always align with public health goals and objectives (Poyry et al. 2022).  Not every influencer will research the health product or practice they are being sponsored to promote if it is credible and has scientific backing. Oftentimes, they cannot speak of any bad side effects it may cause due to the sponsorship or contract preventing them from doing so. As a result, influencers can inadvertently contribute to the spread of misinformation and undermine public health campaigns. According to Poyry et al. (2022), social media influencer mothers promote refusing or hesitating to take vaccines for their children.

WAYS TO MINIMIZE THE DANGERS

Although there are many dangers from social media reliance on public health campaigns, there are a few ways to help alleviate them. One way is for healthcare officials, online digital platforms and social media influencers to collaborate with each other so credible health information can be shared with the public. Clear and concise guidelines should be enforced to ensure health information dissemination is fact-checked with scientific research backing (Zenone et al. 2021).

Besides that, social media platforms should also implement algorithms to detect and stop the spread of misinformation. According to Zenone et al. (2021), the algorithm developed should accurately flag potentially harmful content, allowing public health campaigns to thrive on safer social media platforms. This in turn, will allow the public to read and learn about health information that is credible and accurate.

In conclusion, these digital communities have offered vital opportunities for public health campaigns to reach a global audience. However, the dangers of social media reliance, namely misinformation, echo chambers and influencer content cannot be denied. Healthcare officials, digital platforms and social media influencers should therefore work together to foster the ethical distribution of healthcare information to the public for the betterment of public health.

REFERENCES

Wakefield, MA, Loken, B & Hornik, RC 2014, ‘Use of mass media campaigns to change health behaviour’, Lancet, vol. 376, no. 9748, viewed 17 November 2023, <https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4248563/>.

Lledo, VS & Galvez, JA 2021, ‘Prevalence of health misinformation on social media: Systematic review’, Journal of Medical Internet Research, vol. 23, no. 1, viewed 17 November 2023, <https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7857950/>.

Gyenes, N & Seymour, B 2017, ‘Public health echo chambers in a time of mistrust & misinformation - Digital health @ Harvard, February 2017’, Berkman Klein Center, 23 February, viewed 17 November 2023, <https://cyber.harvard.edu/events/digitalhealth/2017/02/GyenesSeymour>.

Jiang, J, Ren, X & Ferrara, E 2021, ‘Social media polarization and echo chambers in the context of COVID-19: Case study’, JMIR Publications, vol. 2, no. 3, viewed 18 November 2023, <https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8371575/>.

Poyry, E, Reinikainen, H & Aho, VL 2022, ‘The role of social media influencers in public health communication: Case COVID-19 pandemic’, International Journal of Strategic Communication, vol. 16, no. 3, viewed 18 November 2023, <https://www.tandfonline.com/doi/full/10.1080/1553118X.2022.2042694>.

Zenone, M, Kenworthy, N & Barbic, S 2021, ‘The paradoxical relationship between health promotion and the social media industry’, Sage Journals, vol. 24, no. 3, viewed 18 November 2023, <https://journals.sagepub.com/doi/10.1177/15248399211064640>.

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Public Health Groups found on Facebook