developing trust in health-related social media platforms
Trust is an essential factor in developing a reputation as an expert within health-related fields. There are several means by which to increase trust amongst the target audience.
Developing and growing a reputation as a health-related content expert requires an intentional and deliberate practice. One essential component is promoting trust both within the individual healthcare professional as well as it relates to affiliated social media platforms. If there is not sufficient trust developed amongst the target population, it will be significantly more difficult to grow the healthcare professional’s reputation as an expert as well as their platform.
The issue of trust as it relates to healthcare professionals and their social media platform is multi-faceted. There are considerations regarding the content, the manner in which the content of other professionals is appraised, and the culture of discussion and engagement that is cultivated. Each of these elements are important to consider and appropriately develop.
Content that is developed and disseminated is one of the most visible aspects of the portfolio of any healthcare professional. This includes information presented directly to others, including patients, clients, and other professionals, as well as that which is posted on websites and social media platforms. The degree to which the information is accurate is essential. Given the ever-evolving nature of health-related information and related research, this is a continuous process.
In order to promote the greatest degree of trust in the presented content, irrespective of the type of media, implementation of an evidence-driven paradigm is highly beneficial. This paradigm has been described in further detail in previous articles. By utilizing this perspective, it is more likely that current and accurate information will be incorporated into the presented content. By its nature, the evidence-driven approach utilizes the best available data to determine hypotheses, recommendations, and other elements included within health-related information. This paradigm avoids the downfall of basing content solely upon opinion and belief rather than the best available data. It also requires consideration of all available information and not a selection of that evidence which is supportive of a preconceived notion or opinion. In addition, as new data is presented and emerges, it must be considered within the existing framework and adjustments and updates made as necessary. Each of these factors ensures that our understandings, theories, opinions, and recommendations are based upon objective, accurate, and current data to the greatest extent possible. In so doing, the audience is able to better trust the information presented.
Another element that is commonly encountered amongst healthcare professionals and affiliated social media platforms is the manner in which evidence and other opinions are appraised. If this is performed in a constructive, objective, and professional manner there is a greater likelihood that trust is promoted. On the other hand, if this is performed in a disrespectful and argumentative fashion that transparently seeks only to validate a preconceived opinion, then it is likely that trust will be diminished. In order to take the opportunity to promote trust while appraising the evidence and opinions of others, an objective and consistently adhered to framework is recommended. Such a paradigm has been described in past articles. By utilizing such a framework, it is apparent to the audience that it is the evidence itself that is being appraised and not personal attacks being directed at other individuals. It is further evident that such an appraisal is not opinion based, but rather is an assessment of the methods, analysis, and interpretation of the underlying research. Adhering to such a process develops trust amongst the audience.
A common element within the dissemination of health-related information is the discussion and engagement amongst the audience. This may include other healthcare professionals as well as the general population. The manner in which this discussion and engagement is conducted can be an important consideration in the degree of trust developed amongst the audience. In order to promote the greatest degree of trust, it is important that healthcare professionals demonstrate and consistently display respect and professionalism in their interactions with others. This demonstrates an interest in seeking to better understand the topic under discussion rather than simply promoting one’s preconceived opinions and theories. Furthermore, it is important that discussion of health-related information includes an open debate and discussion, including of other, and perhaps contradictory, points of view. It is only through the discussion of all pertinent and credible perspectives that scientific understanding is truly advanced.
By following these principles and considerations, the greatest degree of trust can be developed by healthcare professionals amongst their target audience. This is necessary in order to develop a reputation as a content expert and grow the affiliated social media platforms. House Call Media can provide support, assistance, and resources in this process.
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