Big Social Data in Public Health: A Mixed-methods Case Study of's Facebook Strategy, Engagement, and Performance

Research output: Contribution to journalJournal articleResearchpeer-review

  • Kjeld S. Hansen
  • Raghava Rao Mukkamala
  • Abid Hussain
  • Tor Morten Grønli
  • Langberg, Henning
  • Ravi Vatrapu

We introduce the notion of "Socially Shared Health Information" (SSHI) referring to the phenomena of users and health organizations explicitly sharing health related information on social media platforms such as Facebook and Twitter. In order to investigate the phenomena of SSHI, in this paper, we present a multi-method case study of the organizational strategies for and user engagement with the Facebook page of the official portal for the public Danish Healthcare Services ( We analysed qualitative data in the form of a semi-structured interview with the social media editor of and netnographic observations, and quantitative data from the full historic fetch of the official Facebook wall. Our results show a good alignment between the organizational and social media strategies of the public Danish Healthcare Services but point out the lack of domain-specific metrics to measure its efficacy and effectiveness.

Original languageEnglish
JournalProcedia Computer Science
Pages (from-to)298-307
Number of pages10
Publication statusPublished - 2016

    Research areas

  • Big Data Analytics, Health Informatics, New Public Health, Social Media,

ID: 179058742