Applying the dialogic theory to social networking sites: Examining how university health centers convey health messages on Facebook

Abstract

Purpose

The purpose of this paper is to examine how US universities' health centers are using dialogue and engagement on social networking sites to educate students and their followers about health issues.

Design/methodology/approach

Through a content analysis of health centers' Facebook profiles, the research team examines the use of Kent and Taylor's dialogic principles of communication.

Findings

Results indicate that when a health center attracts a large number of followers online, their usage of the outlet as a dialogic tool increases significantly.

Practical implications

The study found that university health centers have a presence on Facebook, but they really are not using the site strategically to gain followers and educate them about health issues that they have pledged to address on their campuses.

Originality/value

The dialogic principles of communication have been examined significantly on web sites and blogs, but this is one of the first studies to test them in the social networking site environment.

Citation

Waters, R.D., Canfield, R.R., Foster, J.M. and Hardy, E.E. (2011), "Applying the dialogic theory to social networking sites: Examining how university health centers convey health messages on Facebook", Journal of Social Marketing, Vol. 1 No. 3, pp. 211-227. https://doi.org/10.1108/20426761111170713