**Abstract**

Social media has become integral to our daily lives and has transformed how people communicate and share information. It has also emerged as a powerful tool in health promotion and health policy. Social media can be used to raise awareness about health issues and promote healthy behaviours. Health organisations and advocates can use social media to share educational content, infographics and videos to promote health awareness. Social media can be used to motivate and support behaviour change. Health organisations and advocates can use social media to provide real-time support and encouragement, share success stories and offer tips and advice. Social media can also help policymakers engage with communities and stakeholders. Social media can build trust and strengthen relationships by sharing information, asking for feedback, and responding to comments and concerns. By analysing social media conversations, health organisations and policymakers can better understand public opinion and use that information to inform policy decisions. Social media can also be a powerful platform for advocacy and activism to raise awareness about health-related issues, organise events and campaigns, and mobilise support for policy change.

**Keywords:** social media, health promotion, health education, health policy, social media communication, health information

### **1. Introduction**

Social media platforms have become an integral part of our daily lives [1]. From Facebook to Instagram, Twitter to TikTok, we use social media to connect with family and friends, stay up-to-date with news and current events, and share our experiences and opinions. Social media has also become a powerful tool for health promotion. By leveraging the vast reach and influence of social media, healthcare professionals can engage with patients and the general public, disseminate health information, and promote healthy behaviours [2].

Social media plays a critical role in health promotion and health policy by raising awareness, facilitating behaviour change, engaging communities, gathering data and promoting advocacy and activism [3]. Social media has become an increasingly important tool for health promotion and policy changes by providing new opportunities for reaching and engaging with diverse audiences [4]. In recent years, social media has emerged as a powerful tool for communication and information-sharing. With the proliferation of social media platforms, individuals and organisations have an unprecedented ability

to connect and share health-related messages with large audiences [5]. As a result, social media has become an increasingly important component of health promotion efforts [6].

The evolving role of social media in health promotion is the focus of this book chapter. We will examine the ways in which social media has been used to promote health and prevent disease, as well as its potential benefits and limitations. We will explore the different types of health-related content that are shared on social media, including health information, health behaviours, and social support. Additionally, we will discuss the challenges and ethical considerations associated with using social media for health promotion, including issues of privacy, accuracy, and accessibility.

### **2. Health promotion and disease prevention**

Social media provides an accessible and convenient platform for sharing health information with large audiences. Health organisations and professionals use social media to disseminate information on a wide range of topics, including disease prevention, healthy lifestyles, and treatments [7–9]. Health promotion has come a long way since the days of print brochures and public service announcements. Ruppel and Rains discuss the opportunities and challenges of health communication in the age of social media [10]. The authors argue that social media offers new and innovative ways for healthcare professionals to engage with audiences through visually appealing content such as videos, infographics, and other multimedia. With the advent of social media, health promotion has become more interactive, engaging, and accessible. Social media platforms offer a range of tools and features that enable healthcare professionals to connect with patients and the general public in new and innovative ways. A literature review by Coughlin and colleagues explores the use of smartphone applications for promoting healthy diet and nutrition [11]. The authors discuss the use of social media platforms such as Instagram and Pinterest to share visually appealing content related to healthy eating, such as recipes and food photos. For example, social media platforms allow healthcare professionals to create and share videos, infographics, and other visually appealing content that can help educate and engage audiences. Maher and colleagues discuss the potential of social media and mobile applications for health promotion and disease prevention [12]. The authors argue that social media platforms offer a range of tools and features that enable healthcare professionals to create and share visually appealing content, such as videos and infographics, that can help educate and engage audiences.

#### **2.1 Influencer marketing**

Influencer marketing can be a powerful tool for health organisations, advocates, and policymakers in health promotion and policy changes. Health organisations, advocates and policymakers can collaborate with influencers in their respective fields to spread important health messages and promote healthy behaviours [13]. Influencers can share evidence-based information and use their platforms to amplify health promotion campaigns [4]. They can engage with health influencers in policy discussions to gather insights and opinions from their perspectives. This can help to inform policy decisions and create more effective health interventions. Insights from influencer marketing campaigns can be used to inform policy changes. Chu et al. discuss the potential of social media influencers for health promotion, including their role in policy discussions [14]. The authors argue that influencers can provide

#### *Evolving Role of Social Media in Health Promotion DOI: http://dx.doi.org/10.5772/intechopen.111967*

valuable insights and opinions from their perspectives that can inform policy decisions and create more effective health interventions.

For example, policymakers can analyse the data from social media campaigns to identify trends in health behaviours and preferences, which can then inform policy decisions [15]. They can partner with influencers to advocate for policy changes that promote public health. Influencers can use their platforms to raise awareness about important health issues and mobilise to support policy changes. Influencer marketing can target specific populations at higher risk for certain health conditions or who may be harder to reach through traditional health communication channels. Mantzarlis discusses the potential of influencer marketing campaigns to impact public health, including their role in advocating for policy changes that promote public health [16].

By partnering with influencers with large followings within these populations, they can reach a wider audience and promote healthy behaviours [17, 18]. Taylor et al. reviewed the literature on influencer marketing and discussed its potential for promoting healthy behaviours and driving policy changes [19]. The authors argue that influencer marketing can be a valuable tool for targeting specific populations at higher risk for certain health conditions or who may be harder to reach through traditional health communication channels. Overall, influencer marketing can be a valuable tool for health organisations and policymakers to promote healthy behaviours and drive policy changes. By leveraging the reach and influence of influencers, they can reach a wider audience and have a greater impact on public health.

#### **2.2 User-generated content**

User-generated content (UGC) refers to any content that is created and shared by users of online platforms, such as social media [20]. Health organisations, advocates, and policymakers can use UGC to support their health promotion and policy change efforts in several ways. UGC can be used to amplify health messages by sharing user-generated posts that align with a particular health promotion campaign or policy initiative [21]. By sharing UGC, health promoters can demonstrate that their messages resonate with real people and help raise engagement and reach. UGC can be used to engage with communities by inviting users to share their experiences and opinions about health-related topics. This can help to build trust and create ownership in health promotion efforts and policy changes [22].

By involving users in the creative process, health organisations, advocacy, and policymakers can ensure that their campaigns resonate with the intended audience and increase the likelihood of success. UGC can also be used to collect data on health behaviours and attitudes. By analysing user-generated content, health organisations and policymakers can gain insights into the needs and preferences of different populations and use this information to inform policy decisions and health promotion efforts [23]. A study by Abroms et al. analysed popular smartphone apps for smoking cessation and found that those that incorporated user-generated content were more likely to be effective in helping users quit smoking [24]. Litchman et al. described a user-centred design process for developing a mobile health website for diabetes prevention and management [25]. The authors argue that involving users in the design process can help ensure that the website is usable and appealing to the intended audience. Additionally, by tracking user-generated content related to health behaviours and policies, health organisations and policymakers can identify areas where compliance may be low and target interventions to improve adherence [5]. UGC can be valuable for health organisations and policymakers in health promotion

and policy change efforts. By leveraging the creativity and insights of users, they can increase engagement, build trust, and create more effective health interventions [26].

#### **2.3 Social media monitoring**

Social media can be used to collect data on health behaviours, attitudes, and perceptions [27, 28]. This can help researchers and health organisations better understand the needs and preferences of different populations and design more effective interventions [5]. Social media monitoring can benefit health organisations, advocates, and policymakers in health promotion and policy changes. Social media monitoring can be used to identify emerging health trends and concerns among different populations.

By analysing social media conversations related to health, organisations and policymakers can identify areas of concern and respond with appropriate health interventions [29–31]. It can be used to monitor public sentiment related to health issues and policy changes [32]. This can help organisations and policymakers gauge public support for different policy initiatives and adjust their strategies accordingly. Social media conversations related to health issues and policy changes can be monitored, and organisations and policymakers can engage with stakeholders, answer questions, and address concerns in real time [33].

The effectiveness of health promotion campaigns can be evaluated using social media monitoring. Public health organisations and policymakers can identify what works and what does not by analysing social media engagement and sentiment related to specific campaigns and adjusting their strategies accordingly. Social media conversations about health behaviours and policies can identify areas where compliance may be low and target interventions to improve adherence [34]. Social media monitoring can be a powerful tool for health organisations, advocates, and policymakers in health promotion and policy changes. By leveraging the real-time insights social media monitoring provides, they can identify emerging health trends, engage with stakeholders, and evaluate the effectiveness of health promotion campaigns and policy changes.

#### **2.4 Online health communities**

Social media platforms can facilitate the formation of communities centred around health issues. These communities can provide social support, encouragement, and a sense of belonging to people with similar health concerns [35–38].

Online health communities can benefit health organisations, advocates, and policymakers in health promotion and policy changes, as they can support health education efforts by providing a platform for health organisations, advocates and policymakers to share evidence-based information about health and wellness [3]. Members of the community can also share their own experiences and knowledge to promote health literacy [39, 40]. Engaging with community members openly and transparently can build relationships and create a sense of shared ownership in health promotion efforts and policy changes.

Public health organisations and policymakers can use these communities to gather insights into the needs and preferences of different populations and use this information to inform policy decisions and health promotion efforts [5]. Online health communities can be used to support advocacy efforts by providing a platform for community members to share their stories and advocate for policy changes that promote public health. These communities can be used to engage with advocates and identify areas where policy changes may be needed. Furthermore, by connecting individuals with others who have similar experiences, health organisations, and policymakers can help to improve mental and emotional health outcomes and promote positive health behaviours.
