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<p>This study examined the usage of social media for surveillance and treatment compliance during the peak of the COVID-19 pandemic in Ghana. Through a quantitative cross-sectional design and an online questionnaire, <i>n</i> = 130 frontline health professionals were sampled for the study. A multiplatform research approach was applied to assess the role of social media for COVID-19 surveillance and treatment compliance. Descriptive statistics were used to analyse the data received from respondents. The results indicate prominent use for COVID-19 surveillance and treatment compliance are; WhatsApp, Facebook, X, and YouTube, respectively. To evaluate the effectiveness of social media platforms for surveillance and treatment compliance, five metrics were randomly chosen Key Performance Indicators (KPIs) were used. These KPIs include; post <i>likes</i>,<i> post shares</i>,<i> post comments</i>,<i> click-through rate</i>,<i> and post engagement rate.</i> The results revealed the following; Facebook (34%) for post sharing, WhatsApp (31%) for post comments, X (30%) for tweets/ retweets and YouTube (30%) for post commenting. For the type of media content, the findings reported the following; public sentiment content (µ = 3.35, CV = 2.68), data collection (µ = 3.67, CV = 2.02), medication adherence content (µ = 3.45, CV = 2.022), and adherence to therapies content (µ = 4.35, CV = 2.11) respectively. Further analysis reveals that social media facilitate the retrieval of data for official use, disease detection, and timely estimation and the prediction of the spread of COVID-19. For treatment compliance, the findings show that, when used correctly, social media can promote health advocacy and community mobilisation, increase public knowledge of treatment protocols, and building trust in public health organisations. On the challenges of social media for COVID-19 public health communication campaigns, the study identified inadequate budgetary allocations, low digital literacy, and unstable internet services as the major limitations associated with the use of social media for COVID-19 surveillance and treatment compliance campaigns. This study enriches the literature on social media for COVID-19 surveillance and treatment compliance from the perspective of less-studied regions like those in Sub-Saharan Africa.</p>

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Communicating Global Public Health Emergency: An Analysis of Social Media for COVID-19 Surveillance and Treatment Compliance in Ghana

  • 期刊论文

  • 发表日期：

    2026年3月17日

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  • John Demuyakor

摘要

This study examined the usage of social media for surveillance and treatment compliance during the peak of the COVID-19 pandemic in Ghana. Through a quantitative cross-sectional design and an online questionnaire, n = 130 frontline health professionals were sampled for the study. A multiplatform research approach was applied to assess the role of social media for COVID-19 surveillance and treatment compliance. Descriptive statistics were used to analyse the data received from respondents. The results indicate prominent use for COVID-19 surveillance and treatment compliance are; WhatsApp, Facebook, X, and YouTube, respectively. To evaluate the effectiveness of social media platforms for surveillance and treatment compliance, five metrics were randomly chosen Key Performance Indicators (KPIs) were used. These KPIs include; post likes, post shares, post comments, click-through rate, and post engagement rate. The results revealed the following; Facebook (34%) for post sharing, WhatsApp (31%) for post comments, X (30%) for tweets/ retweets and YouTube (30%) for post commenting. For the type of media content, the findings reported the following; public sentiment content (µ = 3.35, CV = 2.68), data collection (µ = 3.67, CV = 2.02), medication adherence content (µ = 3.45, CV = 2.022), and adherence to therapies content (µ = 4.35, CV = 2.11) respectively. Further analysis reveals that social media facilitate the retrieval of data for official use, disease detection, and timely estimation and the prediction of the spread of COVID-19. For treatment compliance, the findings show that, when used correctly, social media can promote health advocacy and community mobilisation, increase public knowledge of treatment protocols, and building trust in public health organisations. On the challenges of social media for COVID-19 public health communication campaigns, the study identified inadequate budgetary allocations, low digital literacy, and unstable internet services as the major limitations associated with the use of social media for COVID-19 surveillance and treatment compliance campaigns. This study enriches the literature on social media for COVID-19 surveillance and treatment compliance from the perspective of less-studied regions like those in Sub-Saharan Africa.