Managing Adverse Commentary on Social Media: A Case Study of an Australian Health Organisation

Gitte Galea, Ritesh Chugh, Lydia Mainey

2024

Abstract

Health communication on social media is complicated, challenging, and multi-dimensional. Globally, the evolution of health communication has transformed rapidly from one-way to two-way interaction, with diverse audiences expressing limitless and often unconstrained commentary based on individual beliefs. This paper, a segment of a comprehensive doctoral study into the adoption and utilisation of social media within a large Australian health organisation, specifically Queensland Health, offers a snapshot of the research findings for managing negative commentary. This novel study interviewed social media administrators to understand their experiences and perceptions of social media use, underscoring the prominence of negative commentary as a notable drawback to the effective use of social media. Paradoxically, such adverse commentary also catalyses discussions and leads to helpful feedback. Effectively managing unacceptable commentary necessitates the implementation of a strategic response complemented by adequate resources and training.

Paper Citation

in Harvard Style

Galea G., Chugh R. and Mainey L. (2024). Managing Adverse Commentary on Social Media: A Case Study of an Australian Health Organisation. In Proceedings of the 26th International Conference on Enterprise Information Systems - Volume 2: ICEIS; ISBN 978-989-758-692-7, SciTePress, pages 443-448. DOI: 10.5220/0012552800003690

in Bibtex Style

@conference{iceis24,
author={Gitte Galea and Ritesh Chugh and Lydia Mainey},
title={Managing Adverse Commentary on Social Media: A Case Study of an Australian Health Organisation},
booktitle={Proceedings of the 26th International Conference on Enterprise Information Systems - Volume 2: ICEIS},
year={2024},
pages={443-448},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012552800003690},
isbn={978-989-758-692-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 26th International Conference on Enterprise Information Systems - Volume 2: ICEIS
TI - Managing Adverse Commentary on Social Media: A Case Study of an Australian Health Organisation
SN - 978-989-758-692-7
AU - Galea G.
AU - Chugh R.
AU - Mainey L.
PY - 2024
SP - 443
EP - 448
DO - 10.5220/0012552800003690
PB - SciTePress