Hauer Michael K, Sood Suruchi
Dornsife School of Public Health, Drexel University, Philadelphia, PA, United States.
Front Psychol. 2020 Oct 16;11:568324. doi: 10.3389/fpsyg.2020.568324. eCollection 2020.
Effective crisis and risk communication strategies are crucial to promote preventive measures, particularly during times of emergency such as the global SARS-CoV-2 (COVID-19) pandemic. With its global reach, social media is a key source of news and information about COVID-19. However, the abundance of misinformation about personal protective measures that people post on social media, makes it imperative to develop a deeper understanding of effective messaging strategies. Improving the quality of information and strategy with which it is disseminated through social media is crucial to minimizing anxiety, panic and improving the adoption of sustainable preventive measures in addition to curtailing misinformation. Understanding the components of effective health communication strategies allows us to glean common methods to address misinformation which in turn lead to people adopting the appropriate preventive measures. The purpose of this article is to understand how effective social media communication strategies can be crafted to promote sustainable preventive measures and curtail wide-spread misinformation. Health organizations as well as communications organizations have made available information for effective social media messaging and more importantly serve as a gateway to other resources. We review their recommendations to identify common social media communication elements on the adoption of sustainable preventive measures and effective strategies for curtailing misinformation. We further review social media messaging during the Ebola and Zika outbreaks to evaluate the success of social media strategies and draw from lessons learned. We then create a set of best practices for developing and disseminating social media messaging regarding COVID-19.
有效的危机和风险沟通策略对于推广预防措施至关重要，尤其是在诸如全球严重急性呼吸综合征冠状病毒2（COVID-19）大流行这样的紧急时期。社交媒体凭借其全球影响力，成为了有关COVID-19的新闻和信息的关键来源。然而，人们在社交媒体上发布的大量关于个人防护措施的错误信息，使得深入了解有效的信息传递策略变得势在必行。提高通过社交媒体传播的信息质量及其传播策略，对于最大限度地减少焦虑、恐慌，促进可持续预防措施的采用以及减少错误信息至关重要。了解有效的健康沟通策略的组成部分，使我们能够收集应对错误信息的常见方法，进而促使人们采取适当的预防措施。本文的目的是了解如何制定有效的社交媒体沟通策略，以促进可持续预防措施并减少广泛传播的错误信息。卫生组织和通信组织已经提供了有关有效社交媒体信息传递的资料，更重要的是，它们是获取其他资源的门户。我们审查它们的建议，以确定在采用可持续预防措施和减少错误信息的有效策略方面常见的社交媒体沟通要素。我们进一步审查埃博拉和寨卡疫情期间的社交媒体信息，以评估社交媒体策略的成效并吸取经验教训。然后，我们制定了一套关于制定和传播有关COVID-19的社交媒体信息的最佳做法。
