School of Medicine, University of Limerick, Limerick, Ireland
School of Medicine, University of Limerick, Limerick, Ireland; and The Palms GP Surgery, Wexford, Ireland
Rural Remote Health. 2023 Jan;23(1):8102. doi: 10.22605/RRH8102. Epub 2023 Jan 10.
The COVID-19 pandemic required rapid dissemination of accurate information across the world to both healthcare workers and the general public. Social media represents an opportunity to undertake this. The aim of this study was to analyse a healthcare worker education campaign in Africa delivered through the social media platform Facebook and discuss the feasibility of this approach for future healthcare workers and public health campaigns.
The campaign ran from June 2020 to January 2021. The Facebook Ad Manager suite was used to extract data in July 2021. Videos were analysed for total and individual video reach, impressions, 3-second video plays, 50% plays and 100% plays. The geographic use of the videos and age and gender breakdown was also analysed.
Total reach of the Facebook campaign was 6,356,846 and total impressions was 12,767,118. The video with the highest reach was 'Hand washing steps for health workers' with a reach of 1,479,603. The total campaign 3-second plays were 2,189,460 decreasing to 77,120 for 100% play duration.
Facebook advertising campaigns may have the ability to reach large populations and achieve a range of engagement outcomes that would be more cost effective and have greater reach when compared with traditional media. The outcome of this campaign has shown the potential of social media's use in public health information, medical education and professional development.
COVID-19 大流行要求向医护人员和公众迅速传播准确的信息。社交媒体提供了这样做的机会。本研究的目的是分析在非洲通过社交媒体平台 Facebook 进行的一项医护人员教育活动，并讨论这种方法对未来医护人员和公共卫生活动的可行性。
该活动于 2020 年 6 月至 2021 年 1 月进行。2021 年 7 月使用 Facebook 广告管理器套件提取数据。对视频进行总观看次数和个人视频观看次数、印象、3 秒视频播放、50%播放和 100%播放分析。还分析了视频的地理位置使用情况以及年龄和性别分布情况。
Facebook 活动的总浏览量为 6,356,846 次，总印象数为 12,767,118 次。观看次数最多的视频是“卫生工作者洗手步骤”，观看次数为 1,479,603 次。总活动的 3 秒播放次数为 2,189,460 次，100%播放时长的播放次数减少到 77,120 次。
与传统媒体相比，Facebook 广告活动可能具有覆盖大量人群并实现一系列参与结果的能力，而且成本效益更高，覆盖面更广。该活动的结果表明了社交媒体在公共卫生信息、医学教育和专业发展方面的应用潜力。
