Analyzing the Role of Social Media in Health Crisis Communication (Twitter & Facebook)

Abstract

The study evaluated the role of social media in enhancing public health awareness, combating misinformation, and identifying key challenges and opportunities in health communication during global health emergencies. Three basic objectives were considered. Using the qualitative research design, the study interviewed officers in the Public Relations Department and Medical Doctors from Ghana Health Service. Data collected was also thematically analyzed and a discussion thoroughly done in line with literature. Findings showed that Ghana Health Service uses the two social media platforms to effectively engage its clients and the general public during health crises. It was also revealed that Twitter and Facebook enable real-time updates, allowing health authorities to share critical information quickly. It also came to light that social media has two sides: it can spread misleading information, but it also offers resources to combat it. The study concluded that social media platforms like Twitter and Facebook play a crucial role in health crisis communication in Ghana by offering unparalleled opportunities for rapid information dissemination, public engagement, and combating misinformation. However, challenges such as the digital divide, language barriers, and misinformation spread must be addressed to maximize their potential. The study recommended that to maximize the potential of social media in health crisis communication, strategic interventions are essential. These include improving digital infrastructure, investing in multilingual content creation, and fostering collaborations between health authorities and community influencers. Additionally, robust misinformation management frameworks and continuous public education can enhance the platforms' effectiveness.