The Role of Social Media in Creating a #FairerHealthierScotland

Social media, particularly Twitter, plays a vital role in addressing health inequalities and promoting public health resources in Scotland. With over 11.3K followers, the platform effectively spreads information and garners engagement on health-related topics. Strategies such as live-tweeting events, supporting official accounts, and crafting impactful tweets are employed to enhance reach and influence. The aim is to create a fairer and healthier Scotland by leveraging the power of social media.

• Social media
• Health inequalities
• Scotland
• Twitter
• Public health

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1. The role of social media in creating a #FairerHealthierScotland Laura Blair Senior Communications and Engagement Officer June 2016

2. Channels

3. Twitter Provides information about health inequalities and the action needed to reduce them. Promotes our public and professional health improvement resources. Followers include politicians, civil servants, local government officers, the media and private, public and third sector organisations. We have over 11.3K followers (a large following for a health board in Scotland). We have earned on average 127 additional new followers each month since a social media strategy has been in place (2015- 16). We achieve a consistent engagement rate of 1.0%. We are mentioned daily.

4. Promote, Position, Protect Fundamental communications channel Webinar Live tweet from events Live tweet from Board meetings Support official accounts (Chair, CEO, Director) Forward plan content and develop good tweet

5. Writing good tweet What is the news? Think about style (Announcement, teaser, question) Think about reach (include a relevant hashtag and a partner s handle to encourage a RT) What will enhance your tweet? Web link Image Audio/video

8. The role of social media in creating a #FairerHealthierScotland @NHS_HS #HealthInequalities @lauraABlair #socialmedia