REQUIREMENT OF ENGAGING SOCIAL MEDIA FOR HEALTH COMMUNICATION: A CASE STUDY ON RASHTRIYA BAL SWASTHYA KARYAKRAM (RBSK) IN DISTRICT EARLY INTERVENTION CENTRE (DEIC), JAJPUR DISTRICT IN THE STATE OF ODISHA (INDIA)
Author’s Name : Somanath Sahoo
Volume 04 Issue 04 Year 2017 ISSN No: 2349-7289 Page no: 7-12
The health issues that continue to plague Odisha underline the need for revamping the existing system. There have been gaps between the planning and implementation of various health programmes in the state because of poor communication. Concerted efforts by the government, NGOs, the media and civil society are needed to strategies and implement plans for health-related issues. In this context it is important to state that today social media is a growing and changing communication tool, underutilized within the global health and development sector. In settings with minimal human and financial resources, social media gives implementers the ability to reach a large number of people over a broad geographic area. It allows the user to share information through multiple channels, easily reaching and engaging diverse audiences. Although social media have considerable potential as tools for health promotion and education, these media, like traditional health promotion media, require careful application and may not always achieve their desired outcomes. This paper summarizes current evidence and understanding of using social media for health promotion in the state of Odisha (India). More important, it discusses the need for evaluating the effectiveness of various forms of social media and incorporating outcomes research and theory in the design of health promotion programs for social media. This paper is a review using a systematic approach. A systematic search of the literature was conducted using electronic databases and manual searches to locate peer-reviewed studies, media reports and Government health reports published between January 2010 and August 2017.
Social Media, Health Communication, Rural India, Government Health Promotion
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