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A draft of the document was shared with members of ECDC’s network of National Focal Points for Communication, and revisions were made based on their feedback.  \nAcknowledgements  \nIn preparation for this guide, the authors reviewed relevant literature and conducted interviews with professionalsin health communication in public health organisations in the EU to collect practical information on social media activities for risk, crisis and corporate communications.  \nWe would like to thank the following organisations:  \n􀁸 Norwegian Institute of Public Health (Christina Rolfheim-Bye)  \n􀁸 Spanish Ministry of Health (Angel Manuel Suárez Iglesias)  \n􀁸 Public Health England (Sam Spindlow)  \n􀁸 Polish Public Health National Institute of Hygiene (Monika Wróbel-Harmas) .  \nThings change quickly, especially in the online world. Please keep that in mind when some of the links and tools in this report have new URLs or were updated.  \nSuggested citation: European Centre for Disease Prevention and Control. Social media strategy development –  \nA guide to using social media for public health communication. Stockholm: ECDC; 2016.  \nStockholm, May 2016 ISBN 978-92-9193-856-8 doi 10.2900/481659  \nCatalogue number TQ-01-16-471-EN-N  \nCover photo: iStock  \n© European Centre for Disease Prevention and Control, 2016 Reproduction is authorised, provided the source is acknowledged  \nContents  \nAbbreviations ............................................................................................................................................... iv  \nIntroduction .................................................................................................................................................. 1  \n1 The case for social media – why they are important for public health ............................................................3  \n2 Crafting an integrated social media strategy ................................................................................................7  \n2.1 Assessing and integrating with your organisation’s current social media capability.....................................7  \n2.2 The five stages of developing a social media strategy .............................................................................8  \n2.3 Obstacles to effective social media communication and how to address them .........................................20  \n3 Applying social media to forecasting and risk, crisis and corporate communication........................................22  \n3.1 Risk communication........................................................................................................................... 23  \n3.2 Crisis communication ......................................................................................................................... 23  \n3.3 Corporate communication .................................................................................................................. 24  \n3.4 Using social media in health risk preparedness..................................................................................... 28  \n4 Top tips for the most popular social media sites ........................................................................................ 30  \n4.1 Twitter .....................","cbCaibExal4AYMMA","https://ap.wps.com/l/cbCaibExal4AYMMA","pdf",2250508,"English","# Introduction\n# The case for social media – why they are important for public health\n# Crafting an integrated social media strategy\n# Applying social media to forecasting and risk, crisis and corporate communication\n# Top tips for the most popular social media sites\n# Useful resources","[{\"question\":\"What is the purpose of this guide?\",\"answer\":\"It provides practical guidance on using social media for public health communication, including strategy development and application to risk, crisis, and corporate communications.\"},{\"question\":\"How does the guide recommend developing an integrated social media strategy?\",\"answer\":\"It focuses on assessing and integrating with an organisation’s current capability, then follows five stages for developing the strategy.\"},{\"question\":\"Which social media platforms does the guide offer top tips for?\",\"answer\":\"It includes Twitter, Facebook, YouTube, LinkedIn, and advice on other social media sites.\"}]","Social Media Strategy Development - A Guide to Using Social Media for Public Health Communication | PDF",1790131045]