Social Media Campaign-C229

   Social Media Campaign

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Social Media Campaign

Sarasota County, Florida population in 2020 was 433, 742.  Cities of Town of Longboat Key, North Port, Venice, and Sarasota are found in the county. Sarasota community land size is 575 square miles, with world-class culture and arts, appealing climate, natural beauty, and superior learning institutions, education and medical research facilities (Sarasota County, n.d). The County’s learning institutions include Ringling College of Art and Design, Suncoast Technical College, and New College of Florida. The county accommodates individuals from diverse ethnic backgrounds, including Non-Hispanic (82.9%), African American (4.26%), white (8%), and Asian (1.7%) (Data USA, n.d).  The county’s largest ethnic groups are African Americans (Non-Hispanic), White (Hispanic), and white (non-Hispanic). Thus, the primary prevention topic for the research paper is COVID-19 prevention through awareness creation in Sarasota, FL.

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B: Community Health Nursing Diagnosis Statement

Deficient knowledge among Sarasota, Florida Community due to unfamiliarity with COVID-19 transmission because of resident’s lack of adherence to the pandemic prevention protocols

(C1) Health Inequity/Disparity

Health disparity is prevalent in Sarasota, and the most affected are the vulnerable populations.  The long-standing health disparity in this community is attributable to structural, institutional, systematic, and interpersonal racism. Racism undermines individuals’ access to necessary healthcare services, leading to poor health outcomes and status among Sarasota’s vulnerable populations (Washington Hill, 2020). For instance, the people of color than their white counterparts were disproportionately affected by  Covid-19 pandemic because of the deep-rooted racism in Sarasota (Washington Hill, 2020).  The pandemic exposed the different healthcare services that individuals receive because of their color. Additionally, mortality rates due to Covid-19 were higher among the minority groups. Thus, ethnic minority groups in Sarasota County report poor health outcomes because of health iniquity. 

 (C2) Primary community and Prevention Resources

 The Florida Covid-19 response website, healthcare sector, and the media provided Sarasota community with information regarding COVID-19 infection, its spread, and prevention strategies.  Individuals were reminded on the importance of adhering to COVID-19 prevention measures. The measures included getting vaccinated against Covid-19, covering sneezes and coughs using their sleeve, elbow, or tissue to avoid individual contact with the respiratory droplets. The community members were also advised to improve their ventilation because Covid-19 was an airborne disease, clean and disinfect high-touch surfaces like phones, handles, countertops, doorknobs, and tables, and washing hands with water and soap or alcohol-based hand sanitizer after sneezing, coughing, and visiting the sick.

C3) Underlying Causes

Covid-19 is a viral disease that causes conditions like the Middle East Syndrome, severe acute respiratory syndrome, and common cold.  Covid-19 was caused by a novel coronavirus known as severe acute respiratory syndrome coronavirus 2(SARS-CoV-2) (Shang, Li, & Zhang, 2021). People of any age can contact the disease.  However, senior adults and middle-aged individuals are at greater risk of contracting the disease. Similarly, individuals with serious health complications like diabetes, obesity, lung or heart conditions, and compromised immune system are also at risk of contracting Covid-19. Therefore, awareness creation is vital to facilitate behavior change among the public and contain the spread of COVID-19.

D) Evidence-Based Practice 

Florida State was significantly affected by Covid-19.  The number of confirmed cases in the state was 6,979, 951; deaths 78,559; the number of those tested was 61,894, 513, and those testing positive was 17.42% (John Hopkins University Medicine, 2022). The number of vaccine doses administered was 39, 115, 320, and those fully vaccinated 14, 609 (69.90%). Despite the availability of vaccines, Covid-19 pandemic undermined the global economy and individuals’ routine activities. The disease symptoms included breathing difficulties, bone pain, cough, cold, and fever.  These symptoms lead to pneumonia.

 During the disease outbreak, vaccines were unavailable and individuals were encouraged to take precautionary measures like extensive hygiene protocols (avoidance of close contact and regular hand washing), wearing of protective clothing and masks, and social distancing (Shang & Zhang, 2021). Governments banned social gatherings and enforced strict quarantine to contain the spread of the virus. However, the measures disrupted trade and global movements, undermining the growth of various economies.  

The healthcare system was also overburdened by the diseases. The increased number of infected patients and the healthcare workers’ fear of being infected made it difficult to recruit, deploy, retain, and protect well-trained and adequate healthcare workers. The healthcare sector had difficulties motivating and supporting healthcare workers because they were unprepared for a pandemic. The overwhelmed healthcare sector highlighted the need to invest in sustainable healthcare systems and health professionals, making healthcare workers’ working conditions decent, training and providing them personal protective equipment and creating awareness about occupational safety.  Cobvid-19 pandemic underscored the need for social dialogue and building a resilient healthcare sector that is prepared to tackle future emergencies. 

(D1) Identification of Data

 In 2020, approximately 1,034, 000 Americans succumbed to Covid-19, and about 93,030, 000 cases were reported. According to World Health Organization (2022), the number of confirmed COVID-19 cases in the United States between January 2020 and August 2022 was 91, 846, 336. The number of Americans who have succumbed to Covid-19 by 2022 stood at 1,027,094 and the number of vaccine administered was 596,173, 194(WHO, 2022).  Florida State was also significantly affected by Covid-19.  The number of confirmed cases in the state was 6,979, 951; deaths 78,559; the number of those tested was 61,894, 513, and those testing positive was 17.42% (John Hopkins University Medicine, 2022). The number of vaccine doses administered was 39, 115, 320, and those fully vaccinated 14, 609(69.90%). The statistics suggest significant differences in mortality, confirmed cases, and vaccination rates at the state and national level. At the national level, about 91million were diagnosed with the disease while approximately 6million were diagnosed with the condition at the state level. The number of deaths at the state level was approximate 78000 while at the national level it was approximately one million. Equally, about 596 million Americans have been vaccinated at the national level and about 39 thousand at the state level. The statistics suggest that the United States and Florida state were significantly affected by the pandemic. However, a majority of the population have been vaccinated.

(E1)Social Media Campaign Objective

The social media campaign objective is to create awareness among Sarasota Florida Community about COVID-19 transmission, complications, disease process, diagnostic testing, and protection from the pandemic. Another objective is to educate  the residents about maintaining strict hand hygiene to reduce virus transmission.

 (E2)Social Marketing Interventions

 The interventions will entail using social media platforms like Twitter, Facebook, and YouTube to educate Sarasota community about Covid-19, its causes, complications, and protection against the disease. The videos and campaigns will emphasize the importance of frequent hand washing, social distancing, wearing of protective clothing, and temperature monitoring. The campaign will also provide business community and healthcare providers with tips to enhance the safety of their clients and patients respectively.

 (E2a) Rationale

   The objective of the social campaign is to “Create awareness among Sarasota Florida Community about Covid-19 and strategies to contain the spread of the virus”. The social media campaign supports the objective because the use of social networking sites like Facebook will reach a significant number of community members. The target population will understand the importance of being vaccinated, covering their sneeze and coughs, improving their ventilation, and  cleaning and disinfecting high-touch surfaces like phones, handles, countertops, doorknobs, and tables; washing hands with water and soap or using hand sanitizer after sneezing, coughing, and visiting the sick.

(E3) Social Media Platforms

The social media platforms that will be used to promote my campaign are Facebook, Twitter, and YouTube.  I will use the platforms to deliver interactive Covid-19 prevention campaigns by emphasizing the importance of vaccination, social distancing, wearing masks, frequent hand washing, and improving ventilation. Individuals will be encouraged to share their experiences with COVID-19 and respond to individual questions to create a sense of belonging and support for those diagnosed or are at risk of getting the virus. Thus, user-generated content and social media interactivity will provide the target population with a friendly environment to ask questions, modify their behavior, and improve their health outcomes.  

(E3a) Benefits of Social Media Platforms

       Social media platforms like Facebook and Twitter are interactive. Therefore, individuals will use this platform to share their journey with Covid-19 and advice individuals on the need to get vaccinated and protect themselves by social distancing, hand washing, and wearing protective clothing. Additionally, the sites will provide feedback to individuals regarding what to do if they suspect they are infected. A YouTube channel will help share videos of individuals who have survived and their advice to those at risk of contracting the virus. Equally, the chosen sites are popular and individuals can share or “retweet” the information to impact a greater number of people. These individuals will learn about Covid-19, risk factors, complications associated with it, and the importance of adhering to safety guidelines. Additionally, the media platforms are affordable compared to television use. Facebook, Twitter, and YouTube are easy to navigate, share information, and respond to users’ inquiries.

(F) How the Target Population will benefit from My Health Message

 The target audience will benefit from my health message because of increased awareness of COVID-19 and the needed behavioral changes to protect oneself from contracting the disease.  Additionally, my health message will boost health knowledge of the target population and compel them to adopt health behaviors regardless of their cultural backgrounds.

(G) Best Practices for Social Media

   The best practices for social media include spreading accurate information, raising awareness about Covid-19, creating a community where individuals from distinct backgrounds can connect and share information about their journey with Covid-19, and educating the target audience with healthcare tips. Additionally, I will create videos, adverts, new programs and links to ensure a significant number of people understand Covid-19, risk factors, complications, and behavioral change to reverse the disease trend.  The social media platforms chosen are the best option for my community because they are free to download and are popular. Additionally, they are interactive, user friendly, and can reach the most people through information sharing. Also, individuals can share their experiences so that others can learn from them. However, the information shared should be simple, trustworthy, and factual.

(H1) Stakeholder Roles and Responsibilities

Stakeholders like parents, information technology specialists, and the community health nurse will be involved in promoting the social media campaign. Parents’ responsibility will be to ensure that their children remain protected from the virus because they are a vulnerable population.   Information technology specialists will manage the social media accounts to ensure that accurate information is shared and individual queries are answered. The community health nurse will provide insights into COVID-19 prevention strategies and risk factors to ensure that the health message reflects the needs of the target population

(H2) Potential Partnerships

Potential partnerships with childcare officers, hospitals, healthcare providers, and community leaders, learning institutions, businesses, local and state organizations will help in the social media campaign implementation. Community leaders, businesses, local and state organizations will help fund the campaign to contain the spread of the virus.  Learning institutions will use the campaign message to ensure students modify their behaviors to prevent the spread of the virus. Equally, childcare officers will refer and engage parents and children in the health promotion initiative. Hospitals and healthcare providers will refer patients to the social media campaign sites, provide information on areas that the campaign should focus, and promote the campaign on their Facebook and Twitter pages.

(H3) Implementation Timeline

(H4) Evaluation

The effectiveness of the social media campaign will be determined by the number of conversation rates, users’ interactivity with the campaign, and the number of individuals posting about the influence of the health message on their lives. Additionally, the effectiveness of the campaign will be evaluated based on the total reach, reactions, followers, click through rate, and referral traffic. These data will gauge individuals’ interaction with the campaign and its impact on their lives.

H4a) Measurable Tools

The success of the campaign objective will be determined by surveying users to determine the effectiveness of the campaign in promoting healthy behaviors, and determining whether the target population’s activity level has increased after the campaign.

H5) Cost of Implementation

The campaign costs include salaries for the IT professionals engaged in monitoring and administering social media content and responding to social media users’ queries. Other costs will be associated with traversing Sarasota Florida to arrange collaboration with various partners to help implement the social media campaign.

 (I)Reflection on Social Media Marketing

       My social media campaign will promote a healthier population by creating awareness about Covid-19, its risk factors, complication, and the importance of behavior change.  The campaign will increase individuals’ awareness of Covid-19 risk factors and complications, prompting them to modify their behaviors and improve their health outcomes. Therefore, nurse practitioners can use social media sites like Twitter and Facebook to promote health by sharing health-related information on preventing and managing various chronic conditions

(I1)Reflection on Future Nursing Practice

      The social media campaign highlights the benefits of using social media platforms to educate people about chronic conditions like Covid-19, diabetes, stroke, and other cardiovascular diseases.  The platforms are cheap and many individuals can access information about risk factors for chronic conditions and the need for lifestyle modification. With technological advancements, healthcare providers can use technology to reach a larger audience with health promotion campaigns. The resultant effect will be reduced incidents of preventable conditions like obesity and diabetes.

References

Data USA.(n.d). Sarasota County, FL. https://datausa.io/profile/geo/sarasota-county-fl

John Hopkins University Medicine. (2022). Florida State Overview. https://coronavirus.jhu.edu/region/us/florida

Sarasota County.(n.d). About Sarasota County. https://www.scgov.net/residents/about

Shang, Y., Li, H., & Zhang, R. (2021). Effects of pandemic outbreak on economies: evidence from business history context. Frontiers in Public Health, 9, 632043. https://doi.org/10.3389/fpubh.2021.632043

Washington Hill.(2020, June 16). We are in a cultural moment because of moral outrage by people of all colors. https://med.fsu.edu/sarasota/guest-editorial-act-locally-demand-health-care-equity-sarasota

WHO. (2022). United States of America. https://covid19.who.int/region/amro/country/us