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How Portuguese Health Entities Used Social Media to Face the Public Health Emergency during COVID-19 Disease

Author

Listed:
  • Daniela Azevedo

    (Research Unit for Inland Development, Polytechnic of Guarda (UDI-IPG), 6300-559 Guarda, Portugal)

  • Ana Isabel Plácido

    (Research Unit for Inland Development, Polytechnic of Guarda (UDI-IPG), 6300-559 Guarda, Portugal)

  • Maria Teresa Herdeiro

    (Institute of Biomedicine (iBiMED), Department of Medical Sciences, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Fátima Roque

    (Research Unit for Inland Development, Polytechnic of Guarda (UDI-IPG), 6300-559 Guarda, Portugal
    Health Sciences Research Centre, University of Beira Interior (CICS-UBI), 6200-506 Covilhã, Portugal)

  • Vítor Roque

    (Research Unit for Inland Development, Polytechnic of Guarda (UDI-IPG), 6300-559 Guarda, Portugal)

Abstract

Background: During the COVID-19 pandemic, social media became an important and easily accessible source of information to keep the population informed. In this study, we explored how Portuguese health entities used social media during the public health emergency caused by COVID-19 disease. Methods: A retrospective study on Portuguese public health entities’ communication with the public using social media platforms was performed. Data were retrieved from Facebook, Instagram, and Twitter. All retrieved posts were analyzed, and the engagement of the public was calculated. A thematic analysis of all COVID-19-related posts was conducted. Results: The analysis of each social media platform revealed that during the COVID-19 pandemic, health entities reinforced their presence on social media platforms. The most published posts were related to “epidemiological context” and “encouragement to take actions” to avoid the spread of COVID-19. High engagement frames were not associated with the most frequently published posts. Conclusions: Although health entities have reinforced their presence on social media platforms, they do not take full advantage of these platforms to improve health literacy.

Suggested Citation

  • Daniela Azevedo & Ana Isabel Plácido & Maria Teresa Herdeiro & Fátima Roque & Vítor Roque, 2022. "How Portuguese Health Entities Used Social Media to Face the Public Health Emergency during COVID-19 Disease," IJERPH, MDPI, vol. 19(19), pages 1-13, September.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:19:p:11942-:d:921024
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    References listed on IDEAS

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    1. repec:cup:judgdm:v:15:y:2020:i:6:p:1037-1043 is not listed on IDEAS
    2. Bernadette Hyland-Wood & John Gardner & Julie Leask & Ullrich K. H. Ecker, 2021. "Toward effective government communication strategies in the era of COVID-19," Palgrave Communications, Palgrave Macmillan, vol. 8(1), pages 1-11, December.
    3. Sara Valente de Almeida & Eduardo Costa & Francisca Vargas Lopes & João Vasco Santos & Pedro Pita Barros, 2020. "Concerns and adjustments: How the Portuguese population met COVID-19," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-17, October.
    4. Ana Isabel Plácido & Maria Teresa Herdeiro & João Lindo Simões & Odete Amaral & Adolfo Figueiras & Fátima Roque, 2020. "Voices of Polymedicated Older Patients: A Focus Group Approach," IJERPH, MDPI, vol. 17(18), pages 1-10, September.
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