Public Health Wales has selected user research specialist Mace & Menter to run a discovery project on ways that social media can be most effectively used to communicate vital health messaging.
The research will explore ways different social media channels can be used most effectively to meet the needs of the users, whether or not the organisation is reaching the target audience, and how the channels can be used to support the wider objectives of the organisation.
It will involve reviewing social channels, conducting qualitative and quantitative research into user behaviour, and running stakeholder workshops co-creating a set of personas to inform future strategy.
Public Health Wales will be using the research to inform its communication strategy for the coming year.
Throughout the Covid-19 pandemic the number of people following the organisation on social media significantly increased. On Facebook there are now 234,000 followers, 69,000 on Twitter and 6,600 on LinkedIn.
Its digital communications manager, Danny Donovan, commented: “It’s extremely important for us to be able to communicate vital public health messages to our audiences on social media. The research conducted by Mace & Menter will support our understanding of who our key audiences are, what they need, gain insight into how effectively we are reaching that audience, and help us to use each channel to deliver real value.”
