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Social Media for Health Communication: Implementation Issues and Challenges for Italian Public Health Authorities
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Author(s): Elisabetta Cioni (Università Degli Studi di Sassari, Italy)and Alessandro Lovari (Università Degli Studi di Sassari, Italy)
Copyright: 2014
Pages: 27
Source title:
Social Media and Mobile Technologies for Healthcare
Source Author(s)/Editor(s): Mowafa Househ (College of Public Health and Health Informatics, King Saud Bin Abdulaziz University for Health Sciences, Saudi Arabia), Elizabeth Borycki (University of Victoria, Canada)and Andre Kushniruk (University of Victoria, Canada)
DOI: 10.4018/978-1-4666-6150-9.ch014
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Abstract
The aim of this chapter is to highlight the current issues and the challenging process of the adoption of social media by Italian local health authorities (ASL). After a literature review of the role of social media for health organizations, the authors focus their attention on how social network sites are modifying health communication and relations with citizens in Italy. They conduct an exploratory study articulated in three stages: after mapping the presence of local health authorities on the most popular social media platforms (Facebook, Twitter, YouTube), they carry out a content analysis to describe the prevalent kinds of messages published in the official Facebook timelines; in the third phase, using several interviews with healthcare directors and communications managers, the authors investigate implementation issues, managerial implications, and constraints that influence proper use of these participative platforms by Italian public health organizations. Limitations and further steps of the research are discussed.
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