Big Social Data in Public Health: A Mixed-methods Case Study of's Facebook Strategy, Engagement, and Performance

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningfagfællebedømt

  • Kjeld S. Hansen
  • Raghava Rao Mukkamala
  • Abid Hussain
  • Tor Morten Grønli
  • Langberg, Henning
  • Ravi Vatrapu

We introduce the notion of "Socially Shared Health Information" (SSHI) referring to the phenomena of users and health organizations explicitly sharing health related information on social media platforms such as Facebook and Twitter. In order to investigate the phenomena of SSHI, in this paper, we present a multi-method case study of the organizational strategies for and user engagement with the Facebook page of the official portal for the public Danish Healthcare Services ( We analysed qualitative data in the form of a semi-structured interview with the social media editor of and netnographic observations, and quantitative data from the full historic fetch of the official Facebook wall. Our results show a good alignment between the organizational and social media strategies of the public Danish Healthcare Services but point out the lack of domain-specific metrics to measure its efficacy and effectiveness.

TidsskriftProcedia Computer Science
Sider (fra-til)298-307
Antal sider10
StatusUdgivet - 2016

ID: 179058742