Vedel Isabelle, Ramaprasad Jui, Lapointe Liette
Department of Family Medicine, McGill University, Montreal, QC, Canada.
Lady Davis Institute, Jewish General Hospital, Montreal, QC, Canada.
J Med Internet Res. 2020 Apr 6;22(4):e15586. doi: 10.2196/15586.
Nonprofit organizations have always played an important role in health promotion. Social media is widely used in health promotion efforts. However, there is a lack of evidence on how decisions regarding the use of social media are undertaken by nonprofit organizations that want to increase their impact in terms of health promotion.
The aim of this study was to understand why and how nonprofit health care organizations put forth social media strategies to achieve health promotion goals.
A multiple case study design, using in-depth interviews and a content analysis of each social media strategy, was employed to analyze the use of social media tools by six North American nonprofit organizations dedicated to cancer prevention and management.
The resulting process model demonstrates how social media strategies are enacted by nonprofit organizations to achieve health promotion goals. They put forth three types of social media strategies relative to their use of existing information and communication technologies (ICT)-replicate, transform, or innovate-each affecting the content, format, and delivery of the message differently. Organizations make sense of the social media innovation in complementarity with existing ICT.
For nonprofit organizations, implementing a social media strategy can help achieve health promotion goals. The process of social media strategy implementation could benefit from understanding the rationale, the opportunities, the challenges, and the potentially complementary role of existing ICT strategies.
非营利组织在健康促进中一直发挥着重要作用。社交媒体广泛应用于健康促进工作。然而，对于那些希望在健康促进方面提升影响力的非营利组织，在如何做出社交媒体使用决策方面，缺乏相关证据。
本研究旨在了解非营利性医疗保健组织提出社交媒体策略以实现健康促进目标的原因及方式。
采用多案例研究设计，通过深入访谈以及对每种社交媒体策略的内容分析，对六个致力于癌症预防与管理的北美非营利组织使用社交媒体工具的情况进行分析。
由此产生的过程模型展示了非营利组织如何制定社交媒体策略以实现健康促进目标。它们根据对现有信息通信技术（ICT）的使用提出了三种类型的社交媒体策略——复制、变革或创新——每种策略对信息的内容、形式和传播方式的影响各不相同。组织通过与现有ICT互补来理解社交媒体创新。
对于非营利组织而言，实施社交媒体策略有助于实现健康促进目标。社交媒体策略的实施过程可受益于理解现有ICT策略的基本原理、机遇、挑战以及潜在的互补作用。
