1. Use of Social Media in Health Promotion: Purposes, Key Performance Indicators, and Evaluation Metrics.
- Author
-
Neiger, Brad L., Thackeray, Rosemary, Van Wagenen, Sarah A., Hanson, Carl L., West, Joshua H., Barnes, Michael D., and Fagen, Michael C.
- Subjects
- *
HEALTH promotion , *HEALTH education , *CLINICAL medicine , *COMMUNICATION , *INTERNET , *MASS media , *PUBLIC opinion , *PUBLIC relations , *SOCIAL marketing , *KEY performance indicators (Management) , *CONSUMER activism - Abstract
Despite the expanding use of social media, little has been published about its appropriate role in health promotion, and even less has been written about evaluation. The purpose of this article is threefold: (a) outline purposes for social media in health promotion, (b) identify potential key performance indicators associated with these purposes, and (c) propose evaluation metrics for social media related to the key performance indicators. Process evaluation is presented in this article as an overarching evaluation strategy for social media. [ABSTRACT FROM PUBLISHER]
- Published
- 2012
- Full Text
- View/download PDF