Spanish Healthcare Institutions and Their Role in Social Media-Driven Influenza Vaccination Campaigns: A Comprehensive Analysis of X

Pedro Jesús Jiménez-Hidalgo (), Carlos Ruiz-Núñez, Beatriz Jiménez-Gómez, Sergio Segado-Fernández, Carlos Santiago Romero-Magdalena, Fidel López-Espuela and Ivan Herrera-Peco ()
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Pedro Jesús Jiménez-Hidalgo: Traumatology and Orthopedic Surgery, Hospital Universitario Costa del Sol, A-7, Km 187, 29603 Marbella, Spain
Carlos Ruiz-Núñez: Facultad de Medicina, Universidad de Málaga, Blvr. Louis Pasteur, 29010 Málaga, Spain
Beatriz Jiménez-Gómez: Nursing Department, Faculty of Medicine, Universidad Alfonso X el Sabio, Avenida Universidad, 1, Villanueva de la Cañada, 28691 Madrid, Spain
Sergio Segado-Fernández: Department of Health Sciences, Universidad Europea de Canarias, Calle Inocencio García, 1, La Orotava, 38300 Santa Cruz de Tenerife, Spain
Carlos Santiago Romero-Magdalena: Faculty of Health Sciences, Universidad Internacional de la Rioja, Pozuelo de Alarcón, 28224 Madrid, Spain
Fidel López-Espuela: Department of Nursing, Faculty of Nursing and Occupational Therapy, University of Extremadura, Cáceres, 10003 Extremadura, Spain
Ivan Herrera-Peco: Socialhealthcare-UAX Research Group, Faculty of Health Sciences, Universidad Alfonso X el Sabio, Villanueva de la Cañada, 28691 Madrid, Spain

Social Sciences, 2024, vol. 13, issue 10, 1-15

Abstract: Social media plays a crucial role in health information dissemination, yet it also raises concerns about misinformation. This study examines the role of Spanish health centers in promoting influenza vaccination on social networks, particularly X (formerly Twitter), during the 2023–2024 campaign. An observational, retrospective study analyzed the activity of 832 Spanish health centers on X. Data collection focused on the existence of official accounts, follower engagement and the nature of messages posted. Metrics were obtained using X Analytics, and statistical analysis was performed using JAMOVI v2.4 software. Of the 832 centers, 607 had readable X accounts. Collective accounts were more prevalent (351) than individual ones (239). Collective accounts had significantly more followers and posts but showed less engagement compared to individual accounts. The most followed accounts belonged to public entities, like the Community of Madrid and private organizations, such as Sanitas. An analysis of the vaccination campaign revealed that most posts had a political focus with limited health information, resulting in minimal interaction with the public. As a conclusion, the study highlights the fragmented nature of health communication through social networks in Spain. Despite the higher visibility of collective accounts, their engagement with the public is low, often due to the political nature of posts. A unified national strategy is essential for enhancing public health communication, focusing on interactive and relevant content.

Keywords: health communication; influenza; vaccination; public health campaigns; Spanish health center; social media (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2024
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