Kenya’s public health challenges remain high despite government efforts.
There is a need to apply innovative communication approaches to mitigate the numerous public health problems.
Social media has been used globally to efficiently promote public health messages and campaigns that help modify health behaviour.
The Ministry of Health and other stakeholders have employed social media to raise awareness about important public health issues while promoting healthy behaviour.
The most common social media platforms are Facebook, Twitter, YouTube, TikTok, WhatsApp, Instagram, and blogs.
The majority of social media users search on the internet for health-related information that often influences their medical decisions and health-related behaviours.
Effective social media communication by way of lived experiences and real-life situations has been used to promote good public health behaviours and decisions in Kenya.
Social media platforms have a remarkable impact on public health campaigns.
Social media has been used to raise awareness and promote peer support to those confronting mental health challenges by increasing mental health awareness and improving social connectedness.
The active usage of social media in Kenya has had the power to mobilize societal action, for instance during the COVID-19 pandemic, social media played a critical role in mobilizing Kenyans to observe the COVID-19 protocols.
Usage of social media in public health is vital in the digital era.
However negative consequences such as infringing on patient confidentiality, propagation of incorrect health information and presence of potentially unprofessional misleading content.
There have been numerous cases where fake herbalists have alleged through various social media platforms that they have discovered miracle cure for virtually all diseases endangering the lives of many patients.
The Ministry of Health and other stakeholders should ensure that only verified health information and knowledge is disseminated.
Further, it should address the barriers to the dissemination of public health messages to enhance health literacy.
The government should harness social media platforms to increase awareness of key public health challenges, counter misinformation and link patients to care.
It is imperative to note that social media interventions have effectively and efficiently promoted health behaviour change.
Eliud Muriithi is the Director of Commercial Services at KEMSA
