Las instituciones de salud pública y las redes sociales: una revisión sistemática = Public health institutions and social Networks: a systematic review
Abstract
Resumen: Introducción. Esta revisión surge de la necesidad de cuantificar con datos el uso y eficacia de la comunicación sanitaria a través de las redes sociales por parte de las instituciones relacionadas con la salud. Objetivos. Con este estudio se quiere ofrecer una aproximación al estado actual de las políticas online de comunicación en salud de las instituciones públicas; para determinar (1) qué estrategias han funcionado y cómo se pueden mejorarlas, (2) cuáles son las redes más utilizadas, y (3) de qué manera se puede enriquecer su contenido. Material y método. Para este estudio se aplicó la metodología de la revisión sistemática. Sólo han sido incluidos los artículos peer-reviewed publicados en inglés entre los años 2004 y 2015. Resultados. De 153 registros encontrados, sólo 13 cumplen los criterios de inclusión definidos para este estudio. Aunque las instituciones usan las redes sociales como herramientas de promoción de la salud; éstas se emplean de manera unidireccional, su contenido es poco interactivo y están dirigidas por personal no cualificado. Conclusiones. Pese a que las redes sociales están en crecimiento y forman parte de las estrategias de comunicación de las instituciones públicas, se necesitan más estudios para determinar el alcance y efectividad de estas herramientas.
Palabras clave: Salud, comunicación, redes sociales, estrategias, instituciones públicas
Abstract: Introduction. This review arises from the necessity to quantify with data the use and effectiveness of health communication through social networks by institutions related to the health field. Objectives. The overall objective of this study is to provide a first approximation of the current state of online health communication policies of public institutions; to determine (1) which strategies have worked and how they can be improved, (2) which social networks are the most used, and (3) how they can create more engaging content to users. Methodology. For this study, the systematic review methodology was applied. They have been included only peer-reviewed articles published in English between 2004 and 2015. Results. 153 records were found in the search, and only 13 met the inclusion criteria defined for this study. Although institutions use social networks as health promotion tools; there is no interactive content, there is no two way communication between the institutions and the users, and the staff behind the profiles are not communication-related. Conclusions. Despite the fact social networks are growing and becoming part of the communication strategies of public institutions, more studies are needed to determine the extent and effectiveness of these tools.
Keywords: Health, communication, social networks, strategies, public institutions
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