Social media: forum webcare as a proactive information strategy in health promotion

Over several weeks in 2013, the BZgA pilot project "SoMe" (August 2012 to February 2014) tested and investigated various social media interventions in the fields of family planning and sex education. The interventions included the tool "forum webcare," which was used in four forums for pregnant women and three for young people. The term webcare originally described a customer-oriented communication strategy of the web economy. The term includes elements of reputation management, customer care, and online marketing. In the present pilot project, forum webcare has been understood and applied in the sense of "virtual street work," which means that issues on health topics in non-self-operated forums were identified and answered. The design was based on the Precede-Proceed Model. In the phases of analysis, implementation, and evaluation the project used chronologically and methodologically interlaced and mutually controlling methods such as online test groups, intensive interviews, and the evaluation of data on web use. The analysis indicated that the target groups of the project used the forums quite often; that they had a positive attitude toward the idea of webcare providing contributions from experts working for public institutions; and that the risk of reactance was low. Forum webcare allows important supplementary and well-founded information to be brought into the discussions. At the same time the results of the project show that users, when keeping to certain rules, mostly see webcare as a welcome addition to incomplete information and the improvement of faulty information, and appreciate it as quality enhancement for the forum. From the view of the information provider, forum webcare is more a chance to address numerous passive recipients rather than communicating with single users. At the same time the instrument provides the chance to learn from users of the forums, and to become familiar with and be able to respond to their needs and the way in which they receive information. For the purposes of systemic health literacy, webcare can thus also contribute to the expansion of institutional health competence.