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#Ebola: Emergency Risk Messages on Social Media.

Sarah C Vos1, Jeannette Sutton1, C Ben Gibson1

  • 1Sarah C. Vos, PhD, is a Lecturer, Department of Health Management and Policy, College of Public Health; and Jeannette Sutton, PhD, is an Associate Professor, Department of Communication, College of Communication and Information; both at the University of Kentucky, Lexington, KY. C. Ben Gibson, PhD, is an Associate Sociologist, RAND, Washington, DC. Carter T. Butts, PhD, is a Professor, Department of Sociology, University of California, Irvine, Irvine, CA. The views presented here represent the views of the authors, not of the National Science Foundation.

Health Security
|December 16, 2020
PubMed
Summary
This summary is machine-generated.

Effective emergency risk communication on social media is crucial for public health threats. This study proposes a method to evaluate social media messages during health crises, using the 2014 Ebola outbreak as a case study.

Keywords:
Emergency risk communicationPublic health preparedness/responseSocial media

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Area of Science:

  • Public Health
  • Communication Studies
  • Social Media Analysis

Background:

  • Effective communication is vital during public health threats, yet evaluating emergency risk communication is challenging due to immediate response needs.
  • Existing research on social media effectiveness during threats and the emergency risk communication model provides a foundation for evaluation.
  • Developing a robust method for assessing social media communication during crises is essential for public health preparedness.

Purpose of the Study:

  • To propose and demonstrate a method for evaluating the effectiveness of emergency risk communication on social media.
  • To identify key message strategies that enhance the exposure of official public health communications during crises.
  • To provide empirical support for the application of the emergency risk communication conceptual model in a social media context.

Main Methods:

  • A novel evaluation method was developed by synthesizing research on social media message effectiveness and the emergency risk communication conceptual model.
  • The method was applied to analyze 2,915 social media messages from public health officials during the 2014 Ebola outbreak in the United States.
  • Quantitative and qualitative analyses were employed to assess message characteristics and their potential impact on communication reach.

Main Results:

  • The study successfully demonstrated the proposed evaluation method for emergency risk communication on social media.
  • Empirical evidence was gathered supporting the principles of emergency risk communication in a digital environment.
  • Specific message strategies were identified that correlated with increased exposure of official communications during the Ebola outbreak.

Conclusions:

  • The developed method offers a practical approach to evaluating social media's role in emergency risk communication.
  • Findings highlight the importance of strategic messaging for maximizing public health information dissemination during crises.
  • This research contributes to enhancing social media utilization for effective public health communication in future emergencies.