Use of social media in health promotion: purposes, key performance indicators, and evaluation metrics

Health Promot Pract. 2012 Mar;13(2):159-64. doi: 10.1177/1524839911433467.


Despite the expanding use of social media, little has been published about its appropriate role in health promotion, and even less has been written about evaluation. The purpose of this article is threefold: (a) outline purposes for social media in health promotion, (b) identify potential key performance indicators associated with these purposes, and (c) propose evaluation metrics for social media related to the key performance indicators. Process evaluation is presented in this article as an overarching evaluation strategy for social media.

MeSH terms

  • Consumer Advocacy
  • Health Education / organization & administration*
  • Health Promotion / organization & administration*
  • Humans
  • Marketing of Health Services / organization & administration*
  • Mass Media / statistics & numerical data*
  • Outcome and Process Assessment, Health Care
  • Public Opinion
  • Public Relations
  • Quality Indicators, Health Care / organization & administration*
  • Social Marketing
  • United States