Activity on Facebook pages of Family Health Units of the Porto Metropolitan Area in a COVID-19 year
DOI:
https://doi.org/10.5712/rbmfc17(44)2931Keywords:
Online social networking, Communication, Health centers, Delivery of Health Care, COVID-19.Abstract
Introduction: Lately, social networks have been enabling new forms of interaction between people and institutions and the scalable sharing of contents from different areas, although not always reliable. Objective: To characterize the presence of Facebook pages of Family Health Units (FHU) of the Porto Metropolitan Area (Portugal) as of December 2020, its metrics of age, followers, publications, and interactions in a given time interval, and its distribution by organizational model (Family Health Units A and B) and Health Center Group; to verify the trend of creating pages in 2020 (first year of the COVID-19 pandemic); and to assess the topics addressed by the 50 publications of the last 60 days with which people interacted the most. Methods: This is an exploratory, cross-sectional, descriptive, and analytical study in which Facebook pages of Family Health Units of the Porto Metropolitan Area were individually assessed on December 30, 2020 and respective metrics for an interval of 60 days of activity were obtained from the Fanpage Karma platform. Frequencies, intervals, means, and medians were estimated and parametric and nonparametric tests were applied. Results: Of the 135 operating Family Health Units (FHU–B: 64%), 53% had an active page (FHU–B: 61%, p<0.05), ranging between 0 and 81.3% of the Family Health Units in each Health Center Group, created in the last ten years (median 4.6 years, FHU–A 1.5 versus FHU–B 5.3, p<0.05), increasing 44% in 2020. The number of followers is heterogeneously distributed among different Family Health Units and Health Center Groups, although without differences between Family Health Units models, not exceeding 1,000 in 69% of pages and only five pages reaching more than 2,000 followers. Of the active pages, 75% (54/72) posted an average of 0.3 times a day for the last 60 days. There are no significant associations between number of followers or between FHU A and B models and time of the last publication or number of publications at 60 days. During that time, 15,913 interactions were generated (average of 18.8 per publication). When analyzing the 50 publications with most interactions in the last 60 days, there is a predominance of topics related to COVID-19, organizational and bureaucratic issues, remarkable events related to the Family Health Units, and COVID-19 vaccine promotion/information. Conclusions: It was verified that Family Health Units have not been sufficiently exploring the communicative and collaborative potential of social networks (although it has increased in a pandemic year). With room for advancement, social networks can constitute a complementary and interactive tool for promoting access to and improving the quality of services, combating misinformation, empowering citizens for health, and improving health outcomes.
Downloads
Metrics
References
Softonic. 5 ways social media has changed how we communicate [Internet]. 2020 [acessado em 10 fev. 2021]. Disponível em: https://hello.softonic.com/5-ways-social-media-has-changed-how-we-communicate/
Kemp S. Digital 2020: global digital overview [Internet]. 2020 [acessado em 10 fev. 2021]. Disponível em: https://datareportal.com/reports/digital-2020-global-digital-overview
Marktest. Os portugueses e as redes sociais 2020 – Análise sobre o comportamento dos portugueses nas redes sociais [Internet]. 2021 [acessado em 10 fev. 2021]. Disponível em: https://www.marktest.com/wap/a/n/id~26c7.aspx
Mori E, Barabaschi B, Cantoni F, Virtuani R. Local governments' communication through Facebook. Evidences from COVID-19 pandemic in Italy. J Public Aff 2020:e2551. https://doi.org/10.1002/pa.2551 DOI: https://doi.org/10.1002/pa.2551
Laranjo L, Arguel A, Neves AL, Gallagher AM, Kaplan R, Mortimer N, et al. The influence of social networking sites on health behavior change: a systematic review and meta-analysis. J Am Med Inform Assoc 2015;22(1):243-256. https://doi.org/10.1136/amiajnl-2014-002841 DOI: https://doi.org/10.1136/amiajnl-2014-002841
Chambers R, Zargham Y, Newman G, Buckle A, Hall G. Facebook as a conduit for population health messaging. Prim Health Care 2020. https://doi.org/10.17748/phc.2020.e1672
Liddy C, Hunter Z, Mihan A, Keely E. Use of Facebook as part of a social media strategy for patient engagement. Can Fam Physician 2017;63(3):251-2. PMID: 28292805
Pérez-Escoda A, Jiménez-Narros C, Perlado-Lamo-de-Espinosa M, Pedrero-Esteban LM. Social networks' engagement during the COVID-19 pandemic in Spain: health media vs. healthcare professionals. Int J Environ Res Public Health 2020;17(14):5261. https://doi.org/10.3390/ijerph17145261 DOI: https://doi.org/10.3390/ijerph17145261
Medina P, Buil P, Heath RL. Establishing and demonstrating us hospital brands through Facebook. Observatorio 2016;10(3):20-40. https://doi.org/10.15847/obsOBS1032016912 DOI: https://doi.org/10.15847/obsOBS1032016912
Moore K, Cottrell E, Chambers R. Facebook in general practice: a service evaluation in one health economy. BJGP Open. 2017;1(4):bjgpopen17X101181. https://doi.org/10.3399/bjgpopen17X101181 DOI: https://doi.org/10.3399/bjgpopen17X101181
Garcia A, Eiró-Gomes M. O papel da comunicaçao: a utilização das redes sociais nos cuidados de saúde primários. Comunicação e Sociedade spe2020:197-217. http://doi.org/10.17231/comsoc.o(2020).2747 DOI: https://doi.org/10.17231/comsoc.0(2020).2747
Lite J, Grunseit A, Li V, Vineburg J, Berton N, Bauman A, et al. Generating engagement on the make healthy normal campaign Facebook page: analysis of Facebook analytics. JMIR Public Health Surveill 2019;5(1):e11132. http://doi.org/10.2196/11132 DOI: https://doi.org/10.2196/11132
Richter JP, Kazley AS. Social media: how hospital Facebook activity may influence patient satisfaction. Health Mark Q 2020;37(1):1-9. http://doi.org/10.1080/07359683.2020.1713573 DOI: https://doi.org/10.1080/07359683.2020.1713573
Stellefson M, Paige S, Apperson A, Spratt S. Social media content analysis of public diabetes Facebook groups. J Diabetes Sci Technol 2019;13(3):428-38. http://doi.org/10.1177/193229681983099 DOI: https://doi.org/10.1177/1932296819839099
Aragão JMN, Gubert FA, Torres RAM, Silva ASR, Vieira NFC. The use of Facebook in health education: perceptions of adolescent students. Rev Bras Enferm 2018;71(2):265-71. http://doi.org/10.1590/0034-7167-2016-0604 DOI: https://doi.org/10.1590/0034-7167-2016-0604
Bonnevie E, Rosenberg SD, Goldbarg J, Ashley-West A, Smyser J. Building strong futures: the feasibility of using a targeted digital media campaign to improve knowledge about pregnancy and low birthweight among black women. Matern Child Health J 2021;25(1):127-135. https://doi.org/10.1007/s10995-020-03068-1 DOI: https://doi.org/10.1007/s10995-020-03068-1
Silva JR, Brasil CCP, Silva RM, Brilhante AVM, Carlos LMB, Bezerra IC, et al. Redes sociais e promoção da saúde: utilização do Facebook no contexto da doação de sangue. RISTI 2018;30:107-122. http://doi.org/10.17013/risti.30.107-122 DOI: https://doi.org/10.17013/risti.30.107-122
Veale HJ, Sacks-Davis R, Weaver ER, Pedrana AE, Stoové MA, Hellard ME. The use of social networking platforms for sexual health promotion: identifying key strategies for successful user engagement. BMC Public Health 2015;15:85. http://doi.org/10.1186/s12889-015-1396-z DOI: https://doi.org/10.1186/s12889-015-1396-z
Teichmann L, Nossek S, Bridgman A, Loewen PJ, Owen T, Ruths D, et al. Public health communication and engagement on social media during the COVID-19 pandemic. 2020. http://doi.org/10.31219/osf.io/7hypj DOI: https://doi.org/10.31219/osf.io/7hypj
Gonçalves G. Are hospitals our friends? An exploratory study on the role of Facebook in hospital organizations' dialogic communication. Health Mark Q 2020;37(3):265-79. http://doi.org/10.1080/07359683.2020.1805898 DOI: https://doi.org/10.1080/07359683.2020.1805898
Raamkuman AS, Tan SG, Wee HL. Measuring the outreach efforts of public health authorities and the public response on Facebook during the COVID-19 pandemic in early 2020: cross-country comparison. J Med Internet Res 2020;22(5):e19334. http://doi.org/10.2196/19334 DOI: https://doi.org/10.2196/19334
Eghtesadi M, Florea A. Facebook, Instagram, Reddit and TikTok: a proposal for health authorities to integrate popular social media platforms in contingency planning amid a global pandemic outbreak. Can J Public Health 2020;111:389-91. https://doi.org/10.17269/s41997-020-00343-0 DOI: https://doi.org/10.17269/s41997-020-00343-0
Al-Dmou H, Masa'deh R, Salman A, Abujasjesj M, Al-Dmour R. Influence of social media platforms on public health projection against the COVID-19 pandemic via the mediating effects of public health awareness and beahvioural changes: integrated model. J Med Internet Res 2020;22(8):e19996. https://doi.org/10.2196/19996 DOI: https://doi.org/10.2196/19996
O’Brien M, Moore K, McNicholas F. Social media spread during COVID-19: the pros and cons of likes and shares. Ir Med J 2020;113(4):52. PMID: 32268046
Sugawara Y, Murakami M, Narimatsu H. Use of Social Media by Hospitals and Clinics in Japan: Descriptive study, JMIR Med Inform. 2020;8(11):e18666. https://doi.org/10.2196/18666 DOI: https://doi.org/10.2196/18666
World Health Organization. WHO Director-General's opening remarks at the media briefing on COVID-19 – 11. Genebra: World Health Organization; 2021.
Früh S, Beier M. Swiss hospitals on social media platforms: own accounts, communication frequencies and reach – research report [Internet]. Swiss Institute for Entrepreneurship, University of Applied Sciences HTW Chur (Suiça). 2019 [acessado em 10 fev. 2021]. Disponível em: https://ssrn.com/abstract=3367780 DOI: https://doi.org/10.2139/ssrn.3367780
De Las Heras-Pedrosa C, Rando-Cueto D, Jambrino-Maldonado C, Paniagua-Rojano FJ. Analysis and study of hospital communication via social media from the patient perspective. Cogent Soc Sci 2020;6(1):1718578. htpps://doi.org/10.1080/23311886.2020.1718578 DOI: https://doi.org/10.1080/23311886.2020.1718578
Martinez-Millana A, Fernandez-Llatas C, Bilbao IB, Salcedo TR, Salcedo VT. Evaluating the social media performance of hospitals in Spain: a longitudinal and comparative study. J Med Internet Res 2017;19(5):e181. htpps://doi.org/10.2196/jmir.6763 DOI: https://doi.org/10.2196/jmir.6763
Costa-Sánchez C, Túñez-López M, Videla-Rodríguez JJ. Hospitales españoles en la web social. Gestión de Facebook y Twitter por el Hospital Sant Joan de Dèu (Barcelona). Revista Latina de Comunicación Social 2016;71:1108-30. htpps://doi.org/10.4185/RLCS.2016-1137 DOI: https://doi.org/10.4185/RLCS-2016-1137
Po-Chin Y, Wui-Chiang L, Hao-Yen L, Mei-Ju S, Tzeng-Ji C, Li-Fang C, et al. Use of Facebook by hospitals in Taiwan: a nationwide survey. Int J Environ Res Public Health 2018;15(1188). htpps://doi.org/10.3390/ijerph15061188 DOI: https://doi.org/10.3390/ijerph15061188
Portugal. Decreto-Lei n.º 73/2017 de 21 de junho de 2017. Altera o regime jurídico das unidades de saúde familiar. Lisboa: Diário da República; 2021.
Grupo Técnico Nacional para a Governação Clínica e de Saúde nos Cuidados de Saúde Primários. Guia para Aplicação do Diagnóstico de Desenvolvimento Organizacional nos Cuidados de Saúde Primários, DiOR-CSP – versão 2019. ACSS 2019 Oct [Internet]. 2019 [acessado em 10 fev. 2021]. Disponível em: http://www.acss.min-saude.pt/wp-content/uploads/2019/10/Guia-de-Aplicacao-da-Grelha-DiOr-outubro-2019.pdf
Portugal. Comunicado do Conselho de Ministros de 12 de março de 2020 [Internet]. 2020 [acessado em 10 fev. 2021] Disponível em: https://www.portugal.gov.pt/pt/gc22/governo/comunicado-de-conselho-de-ministros?i=330
Portugal. Comunicado do Conselho de Ministros de 19 de março de 2020 [Internet]. 2020 [acessado em 10 fev. 2021]. Disponível em: https://www.portugal.gov.pt/pt/gc22/governo/comunicado-de-conselho-de-ministros?i=334
Portugal. Portal da Área Metropolitana do Porto [Internet]. 2021 [acessado em 10 fev. 2021]. Disponível em: http://portal.amp.pt/pt/
Portugal. Pordata, Base de dados de Portugal Contemporâneo. [Internet]. 2021 [acessado em 10 fev. 2021]. Disponível em: https://www.pordata.pt/Municipios/Densidade+populacional-452
Instituto Nacional de Estatística (INE). Special Highlight Statistics Portugal COVID-19 [Internet]. 2020 [acessado em 10 fev. 2021]. Disponível em: https://www.ine.pt/xportal/xmain?xpgid=ine_covid_dossier&xpid=INE
Serviço Nacional de Saúde (SNS). BI-CSP: Bilhete de Identidade dos Cuidados de Saúde Primários. Lisboa: SNS; 2020.
Facebook [Internet]. 2021 [acessado em 9 jan. 2021]. Disponível em: http://www.Facebook.com/
Google Portugal [Internet]. 2021 [acessado em 9 jan. 2021]. Disponível em: http://www.google.pt/
Fanpage Karma [Internet]. 2021 [acessado em 9 jan. 2021]. Disponível em: http:///www.fanpagekarma.com/
Free Software Foundation. GNU PSPP [Internet]. 2021 [acessado em 9 jan. 2021]. Disponível em: https://www.gnu.org/software/pspp/
Campos A. Primeiras unidades de saúde familiar abrem hoje. [Internet]. Lisboa: Jornal Público; 2006. [acessado em 10 fev. 2021]. Disponível em: https://www.publico.pt/2006/09/04/sociedade/noticia/primeiras-unidades-de-saude-familiar-abrem-hoje-1269119
Van de Belt TH, Berben SA, Samsom M, Engelen LJ, Schoonhoven L. Use of Social Media by Western European Hospitals: Longitudinal Study. J Med Internet Res 2012;14(3):e61. htpps://doi.org/10.2196/jmir.1992 DOI: https://doi.org/10.2196/jmir.1992
Unidade Local de Saúde de Matosinhos (ULS). Página da Unidade Local de Saúde de Matosinhos. Facebook [Internet]; 2021. [acessado em 11 fev. 2021]. Disponível em: https://www.Facebook.com/unidadelocaldesaudedematosinhos/
Clement KD, Zimmermann EF, Bhatt NR, Light A, Gao C, Kulkarni M, et al. Communication tools in the COVID-19 era and beyond which can optimise profssional practice and patient care. BMJ Innov 2020:Epub ahead of print. htpps://doi.org/10.1136/bmjinnov-2020-000465 DOI: https://doi.org/10.1136/bmjinnov-2020-000465
Redmoor Health. Primary care social media toolkit for GP practices [internet]. London: Redmoor Health; 2020. [acessado em 10 fev. 2021]. Disponível em: https://www.redmoorhealth.co.uk/document/primary-care-social-media-toolkit/
Besford J, Hatfield R. Creating digital champions in primary care (Full Report) [Internet]. London: Royal College of General Practitioners (RCGP) and Straffordshire STP Technology Enabled Care Service; 2020. [acessado em 10 fev. 2021]. Disponível em: https://www.rcgp.org.uk/-/media/Files/CIRC/Creating-digital-champions-in-PC---RCGP-2020.ashx?la=en
Direção Geral de Saúde (DGS). Manual de boas práticas literacia em saúde: capacitação dos profissionais de saúde [Internet]. Lisboa: DGS; 2019. htpps://doi.org/10.13140/RG.2.2.17763.30243
Timimi F. A 12-Word Social Media Policy [Internet]. 2012 [acessado em 28 dez. 2020]. Disponível em: https://socialmedia.mayoclinic.org/2012/04/05/a-twelve-word-social-media-policy/
WONCA. The Vasco da Gama movement compass: navigating in the sea of soci@l media [Internet]. 2015 [acessado em 28 dez. 2020]. Disponível em: https://vdgm.woncaeurope.org/content/vasco-da-gama-movement-compass-navigating-sea-socil-media
Riley B. Social Media Highway Code [Internet]. Lodon: Royal College of General Practitioners (RCGP). 2013 [acessado em 28 dez. 2020]. Disponível em: https://www.rcgp.org.uk/social-media
The Royal Australian College of General Practitioners (RACGP). Social media in general practice [Internet]. 2019 [acessado em 10 fev. 2021]. Disponível em: https://www.racgp.org.au/FSDEDEV/media/documents/Running%20a%20practice/Technology/Social%20media/Social-media-guide-V6.pdf
Nguyen BM, Lu E, Bhuyan N, Lin K, Sevilla M. Social media for doctors: taking professional and patient engagement to the next level. Fam Pract Manag 2020;27(1):19-24.
American Association of Family Physicians (AAFP). Social media for family physicians: guidelines and resources for success [Internet]. 2013. [acessado em 28 dez. 2020]. Disponível em: https://www.aafp.org/dam/AAFP/documents/about_site/SocialMediaFamPhys.pdf
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 André Fernandes Correia
This work is licensed under a Creative Commons Attribution 4.0 International License.
By submitting a manuscript to the RBMFC, authors retain ownership of the copyright in the article, and authorize RBMFC to publish that manuscript under the Creative Commons Attribution 4.0 license and identify itself as the vehicle of its original publication.
