Public information officers’ use of social media monitoring: An updated analysis of current practice

Abstract

Identifying best practices for efficient yet effective social media listening and use among PIOs with limited resources is pressing given the pervasiveness of health dis- and misinformation. This study examines the practice of social media monitoring by public information officers (PIOs) at public health departments across the United States. The current study updates previous work (Avery, 2017) and explores the relationships between PIOs’ time spent on social media management and monitoring as well as the effects of available time, financial, and personnel resources on use. The perceived impact of social media on the spread of health misinformation is discussed as well as the gaps between perceived benefits of social media monitoring and its practice. Recommendations include increasing the prioritization of social monitoring within public health departments to combat health misinformation online.