Social media in the promotion of health.

Abstract

Social media has brought about a major change in communication. Besides ordinary people, the change applies to organizations and public authorities. In the social media, the public becomes an active player and content provider. With social media, communication will become increasingly media-centered. The change in communication scenery has challenged traditional expertise. On the other hand, social media also opens up many possibilities for the establishment of expertise and health communication. Within the social media, communities can become significant sites for the production of knowledge and expertise. They may generate useful activity as regards the combination of health information activities and everyday life, but sometimes they can also become a cradle of false information. In its various forms, social media provides a versatile forum for health communication, where people can be met interactively.