Running head: Social Media Communications
Social Media Communications
Qn1. How could social media be effective in disseminating safety related information beyond health-centered issues?
Technology is on the move with various healthcare disciplines adapting its use. Nevertheless, organizations in healthcare have been slower compared to other segments of economic development in embracing technology. Within the social media platform, there are numerous cues, which can be grouped as system-generated cues, other-generated cues, and self-generated cues sources. Cues from system-generated refer to the social media system user’s profile choices. That information emanating from other people posting on the user’s profile is referred to as other’s generated cues, and the information that is in control of the owner is termed as self-generated cues.
Within the page of a social media, cues generated by the system and other-generated cues are highly trusted. Social media gives users a chance to produce and post the information, carry out an evaluation to the content and in collaboration they interact to come up with substantial content, with an aim of ensuring shared understanding of the data at stake. Live Journal, Flicker, YouTube, Twitter and Facebook includes most social media platforms. Hence, the healthcare organizations ought to have in mind the perception that their social media presence will be used by their potential stakeholders.
The study has found that there is a positive relationship between the producer of the message and the receiver of the information. A wealth of research in media indicates that healthier behavior modification promotion can be effectively attained if a message is aimed at reaching a particular group within the audience being communicated to. For instance, more African American females have been to respond to breast cancer message if the producer is an African-American female that also was applied to AIDS educational videos evaluation.
In another study, pertaining new media health campaigns did note that African-Americans respondent invested much time in black community websites forums. The results were highly correlated with those who did identify themselves with certain ethnic identity. Vocal matching and personality type perception between the user and avatar did give greater user satisfaction with the use of computer-mediated characters.
Ethnic identity consideration is of much consideration; that range from self-perception about ethnicity. When individual identify themselves with an ethnic they believe that the producer of the message is much of their own, understand them and belongs to them so what he products impacts them in a big way.
Other-generated cues are fundamental in healthcare as they can be used to reinforce and bolster ethnic attachment and identity perceptions. Hence, other-generated cues remain highly reliable and credible as they are not a product of the individual being scrutinized. When people think that the individual of other-generated cues is attractive, then the user forms higher impressions of both social and physical task attractiveness, reliability and social and physical attractiveness.
User generated information is highly likely to be relied on if a user from a different ethnic background writes a health message targeting another ethnicity. For example, a health message product from a Caucasian origin user is likely to get more interaction within the Facebook by the African American ethnic community since such a cue is not highly expected, and hence taken to be of high genuine.
Whether in other-generated cues, or user generated cues, there is rampant of information pertaining its persuasive nature to the target audience. The health message should be considered as a moderating factor for involvement. Persuasiveness and credibility can be boosted using cues from others or the user. The healthcare organization should put this into consideration. If the healthcare organization wants the potential stakeholders to form part of the discussion, then they should allow active interaction to take place through posting comments online. This will ensure increased trust and information credibility.
Also the healthcare organization should work towards ensuring the messages from the user, and other generated cues support one another.
o Do you think that persuading people via social media is the same as persuading them in a face to face encounter? How are they the same/different?
Interactions in social media lack boundary about geographic and ethnicity. Persuading people through social media; involves gate-keepers to screen the message to ensure authenticity. However, due to advancement in technology, this has not always been true hence some information goes straight to the consumer who is left with the responsibility of making critical and cognitive choices of what is best depending on their perception of the accuracy of the information online. In social media, Gate-watchers allow information to pass through to the consumer who then decides on the relevance of the topic and its usefulness. Gate-watchers are mandated with information diffusion or promotion by ensuring that stories or sources in the new media environment are known to others. The Gate-watchers just add to existing information rather than publishing their information. Sharing and reposting of links on Twitter and Facebook give a good example. Nevertheless, the healthcare organization has the role of ensuring the information posted holds substantial weighty to ensure its credibility since consumers can assess the information veracity. Health care organization should look into how to partner with potential partners who promote other generated cues and user generated cues to increase information credibility.
Sawyer, (2011) in social media persuasive information moves very fast and reaches many people at a time. Also, due to business related need persuasion is taken seriously as it may affect business positively or negatively. More so, since every organization is working to attract clientele and be known, the quantity of persuasive messages has increased tremendously. With social media, persuasion has turned out to be complex though seems simple and delicate, since you need to have the potential stakeholders at hand. Also you have to frame the stakeholders thought in your mind to ensure you keep traffic and remain relevant in the social media platforms, knowing that the information released is independent of culture and location.
Sawyer R. (2011). The impact of new social media on intercultural adaptation. Senior Honors Projects paper 242.
Spence P.R., Lachlan K.A. & Lin X. (2014). Using the Right Cues: Directions and Implications for Communication of Health Related Information through Social Media in Eaves M.H editor, Applications in Health Communication (pp205-213). University of Kentucky.
Social Media Communications PAGE * MERGEFORMAT 6