Health Ngos Use of Social Media in Communicating with the Youth

Abstract

This study aimed to identify the purpose and nature of interactivity on social media platforms using the Facebook pages of Marie Stopes Ghana (MSG), Planned Parenthood Association of Ghana (PPAG) and Alliance for Reproductive Health Rights (ARHR). The research combined qualitative content analysis (framework method) of the Facebook pages of MSG, PPAG and ARHR from 1st January 2017 – 30th June 2017, with in-depth interviews with the managers of the individual pages. The study found that MSG, PPAG and ARHR mainly used Facebook to convey sexual and reproductive health information to their main targets - adolescents and young adults. They also used their platforms to advertise products and services they had on offer and for lobbying and advocacy purposes. Through the content analysis and the in-depth interviews, it became evident that the NGOs underutilised the interactive functions provided by Facebook. The reasons provided by the managers of the page included the NGOs budget constraints which prevented them from employing extra hands or qualified people to research and engage with followers of the Facebook pages. Nonetheless, MSG, ARHR and PPAG regularly updated their Facebook pages and, the nature of content on their platforms could be linked to their mission, vision and mandate as NGOs. This study, however, recommends that the managers of the Facebook pages of health NGOs be regularly trained on the current trends in this field which would enable them communicate more effectively while meeting the health needs of their main targets - adolescents and young adults.