Protocol for a wait list randomised controlled trial: Using social media for health promotion, communication and...

Social media can be a powerful tool for raising awareness, engaging and mobilising communities, collecting data, fostering behaviour change and advancing advocacy efforts. However, many public health professionals hesitate to incorporate social media into their work. In responding to this need, we developed a 6-module massive open online course (MOOC) designed to improve knowledge and understanding of how to effectively frame health promotion messages and increase confidence in using social media for health promotion, communication and advocacy. This paper outlines the protocol for a mixed-methods evaluation of this MOOC.

A wait list randomised controlled trial, guided by elements of the RE-AIM and Kirkpatrick models, will collect qualitative and quantitative data from eligible participants at three time points: baseline (T0), interim post-test (T1) and final post-test (T2). The primary outcome measure will be participants' social media context awareness. Secondary outcomes will be social media competency and the impact of the MOOC on professional practice. Additionally, a process evaluation will examine implementation, participant engagement and satisfaction with the MOOC.

This research will assess the effectiveness of a MOOC in enhancing health promotion knowledge, framing health messages, and confidence in using social media for health promotion, communication and advocacy among public health professionals. The findings will inform the design and evaluation of future online programs in this field, with results disseminated upon completion of the study. Australian New Zealand Clinical Trials Registry (ANZCTR): ACTRN12624001486516.