1. Title: Influence of Social Media on the Dissemination of Public Health Messages
Name: Aesha Patel
Preceptors: Director Supervisor: Mark Cruz, Agency Director: Francesca Maresca
Agency: Health Outreach, Promotion and Education (H.O.P.E)
Purpose: To determine how to strategically use the growing medium of social media in order to
successfully target frequently utilized sites by Rutgers University students for the purpose of
sharing health related news.
Significance: Data on social media engagement shows that 67% of internet users, use social
media sites when engaging in online activities. Over time, social media has become an integral
part in the distribution of public health messages, reaching a widespread population. An
increasing number of people utilize social media and consume information provided through
these channels, however according to Heldman, Schindelar and Weaver III (2013), there is a
need to strategically increase the exposure and effectiveness of social media. These forums
should integrate emerging technologies and ideas to create a comprehensive public health
strategy. Presentation of information is vital to distribution and the reactions received.
Method/Approach: To improve public health messages in the Rutgers community, we must
determine which social media sites are increasingly popular amongst the student body. In
addition, we should enhance messages to increase effectiveness and credibility with students. A
survey was created for the Rutgers student body pertaining to online habits, geared towards
preferred choices of social media outlets and the improvements needed . The questions were
created to elicit responses that will assist in making the targeted social medias a larger and more
effective platform to share public health messages. Surveys were distributed online and in person
to a randomly selected 104 participants who were willing to engage in this research. The online
qualtrics tool launched the survey and organized the results into charts for evaluation.
Outcomes: Of the sample size cohort (n=104), 50 Rutgers students (49%) spend a minimum of 2
hours on social media each day and 32 students (31%) spend a minimum of 4 hours on social
media each day. Of the social media sites listed, Facebook and Instagram are most popular. Since
99 students (96%) use social media to update themselves on relevant health related news, to
further social media as an outlet for public health messages within the Rutgers community,
students suggested making messages more exciting and interactive through questions and
surveys. Furthermore, in order to improve public health messages, Rutgers students suggest
using simpler language, statistics, reliable content and a majority of students suggested using
short, concise and exciting videos.
Evaluation: Social media plays a large role in the lives of college students, therefore targeting
specific channels and improving the message content will increase interest and exposure to vital
health related information. Pre surveys regarding the effectiveness of Rutgers health services
social media accounts along with post assessments as well as evaluation surveys will serve as an
effective method in order to assess the effectiveness and relevance of the changes made.