{"id":14388,"date":"2013-11-03T10:42:15","date_gmt":"2013-11-03T10:42:15","guid":{"rendered":"https:\/\/nccdh-dev.media-doc.ca\/sdh-social-media-blog3-2\/"},"modified":"2025-10-01T19:25:49","modified_gmt":"2025-10-01T19:25:49","slug":"sdh-social-media-blog3-2","status":"publish","type":"post","link":"https:\/\/nccdh-dev.media-doc.ca\/fr\/sdh-social-media-blog3-2\/","title":{"rendered":"How can social media support knowledge exchange on the social determinants of health?"},"content":{"rendered":"

\n\tThis blog was written by Cameron Norman and Pemma Muzumdar for the National Collaborating Centre for Determinants of Health.<\/em><\/strong><\/span><\/p>\n

\n\tSocial media and public health <\/strong><\/p>\n

\n\tMy humanity is bound up in yours, for we can only be human together<\/em>
\n\t— Desmond Tutu<\/p>\n

\n\tSocial media represents more than a set of tools and technologies that connect people to information and each other. Rather, social media represents a simultaneous return to the roots of health promotion and a paradigm shift in health communications. Social media tools may enhance public health efforts to engage the public, collaborate across sectors, and exert influence. This blog, along with a webinar and online conversation, will look at social media and its emerging role in supporting public health to exchange knowledge on the social determinants of health and take action to advance health equity.<\/p>\n

\n\tSocial media communication is mobile, fast, scalable, non-hierarchical, non-linear, narrative-based, and collaborative. Unlike traditional communications media, social media channels are designed for conversation rather than broadcast, and users – individually and collectively – are placed at the centre of the message and the medium<\/a>, and are responsible for generating content. Messages no longer flow from one to one or one to many, but rather from many to many. Every participant has equal voice, and has an equal opportunity to use it. What’s more, a range communication channels are always at play: a photo and message from Instagram<\/a> may be included in a WordPress blog<\/a>; compressed to a tweet and published on Twitter<\/a>; fed into a LinkedIn profile<\/a>, shared in a YouTube video<\/a>; posted on Facebook<\/a>; captured in a storify<\/a> story; and the list goes on.<\/p>\n

\n\tBy placing organizations, networks and individuals on equal ground, social media can create opportunities to engage multiple sectors on issues related to the social determinants of health<\/a> and health equity<\/a>, and can offer a complementary online environment within which public health professionals can share thoughts, resources, and follow opportunities for further exchange.<\/p>\n

\n\tIn their review of social media and public health, Schein, Wilson and Keelan (2010)<\/a> describe the social media landscape as being characterized by interactivity, user-generated content and multi-directional communication flows (p.4); all of these characteristics challenge the model used in many public health communications. That being said, engaging others in dialogue fits with the central tenets of health promotion practice<\/a>.<\/p>\n

\n\tStarting and participating in conversations related to the social determinants of health, health equity, and public health<\/strong><\/p>\n

\n\tSocial media creates a hybrid space where interactions can be highly personal. Information can also be personalized; modified for and directed to specific individuals, organizations, and networks. Participating in social media is akin to having intimate conversations in public. Thus, many of the same conventions we would use in our conversations apply. This means creating a space for give-and-take, sharing, and a willingness to hear other perspectives.<\/p>\n

\n\tGeneral rules for participating in conversations<\/strong><\/p>\n

\n\t1) Have something to say, be authentic, and share what you know.<\/p>\n