Publicação
Digital communication strategies for raising blood donors in Portugal - How does social media content improve blood donation awareness?
| Resumo: | In recent years, social media has gained significant importance in disseminating information and healthcare communication. It stands as a crucial tool in blood donation appeals. In Portugal, hundreds of units of blood are required daily to meet hospital needs. Organizations such Instituto Português do Sangue e da Transplantação, the Serviço Nacional de Saúde, the Direção Geral da Saúde and the Instituto Português de Oncologia de Lisboa, utilize their Facebook and Instagram pages to convey these appeals and provide information about blood donation. This research comprised two studies. Study 1 involved content analysis of the Facebook and Instagram social media platforms of the mentioned entities. A total of 620 posts were analysed and categorized based on their format, objective, and design. The study, evaluating the engagement rate of the posts, revealed the necessity of using different communication strategies across each social media platform. It also highlighted the specific post characteristics in terms of format, objective, and design that generate higher engagement rates. Drawing on some insights and conclusions from Study 1, Study 2 was designed, involving the creation of content (video - reels) in collaboration with IPO Lisboa and a digital content creator. Study 2 allowed us to analyse a different content approach not previously employed by these Portuguese entities in blood donation promotion. It demonstrated that utilizing reels and collaborating with digital content creators can be effective digital communication strategies to advance this cause and reach a broader audience. Ultimately, recommendations are provided for these organizations to optimize their resources and develop more efficient digital communication strategies. |
|---|---|
| Autores principais: | Correia, Maria Carolina de Barros |
| Assunto: | Blood donation Social Media Content Analysis Digital Content Digital Communication Strategies |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In recent years, social media has gained significant importance in disseminating information and healthcare communication. It stands as a crucial tool in blood donation appeals. In Portugal, hundreds of units of blood are required daily to meet hospital needs. Organizations such Instituto Português do Sangue e da Transplantação, the Serviço Nacional de Saúde, the Direção Geral da Saúde and the Instituto Português de Oncologia de Lisboa, utilize their Facebook and Instagram pages to convey these appeals and provide information about blood donation. This research comprised two studies. Study 1 involved content analysis of the Facebook and Instagram social media platforms of the mentioned entities. A total of 620 posts were analysed and categorized based on their format, objective, and design. The study, evaluating the engagement rate of the posts, revealed the necessity of using different communication strategies across each social media platform. It also highlighted the specific post characteristics in terms of format, objective, and design that generate higher engagement rates. Drawing on some insights and conclusions from Study 1, Study 2 was designed, involving the creation of content (video - reels) in collaboration with IPO Lisboa and a digital content creator. Study 2 allowed us to analyse a different content approach not previously employed by these Portuguese entities in blood donation promotion. It demonstrated that utilizing reels and collaborating with digital content creators can be effective digital communication strategies to advance this cause and reach a broader audience. Ultimately, recommendations are provided for these organizations to optimize their resources and develop more efficient digital communication strategies. |
|---|