Perceptions of Executive Decision Makers on Using Social Media in Effective Health Communication: Qualitative Study

Area of Science:

• Public Health
• Health Communication
• Digital Health

Background:

• Social media platforms (SMPs) are increasingly vital for health promotion and two-way communication.
• Decision-makers perceive SMPs as crucial for disseminating health information to the public.
• Concerns exist regarding decision-makers' perceptions of SMPs' evolving role in health campaigns.

Purpose of the Study:

• To explore decision-makers' perceptions of social media's role in health promotion and education.
• To analyze the strategic efficacy, challenges, and prospects of using SMPs for health communication.

Main Methods:

• Qualitative study employing in-depth, semistructured, face-to-face interviews.
• 13 key decision-makers from health sectors in Saudi Arabia participated.
• Thematic analysis was used to identify key themes and patterns in interview data.

Main Results:

• Five themes emerged: social media use, decision-maker perceptions, benefits, challenges, and future implications.
• Participants recognized SMPs' positive role in health promotion and awareness campaigns.
• Content inaccuracy, misinformation, and social inequalities were identified as major challenges.

Conclusions:

• SMPs are vital for health information dissemination, but challenges like misinformation and privacy need strategic solutions.
• Effective guidelines and protocols require collaboration among health experts, government, social media companies, and the public.
• Addressing ethical and legal standards is crucial for successful social media-driven health promotion.