Comunicación 2.0 en Salud. Análisis de las campañas mundiales de salud pública promovidas por la OMS en medios sociales

Abstract

Organizations’ communication behavior changes by the results from Web 2.0, where users assume a leading role. Therefore, health communication management must promote true cooperative relationships. The following study analyzes the management of communication 2.0 from global public health campaigns promoted by OMS in the Andean Community health authorities Facebook and Twitter accounts. A mixed methodology was applied to evaluate the communicative efficiency during the year 2018. The content was also used to know the weekly activity of the nine public health campaigns, as well to identify the focal point of the message, resources and the involvement of the audiences. The criteria from experts allowed triangulating the information. The study concludes that no health agency manages an optimal 2.0 communication and that there is no adequate content planning for health campaigns. However, the involvement of users are more inclined to educational content, such as infographics and videos on Facebook.