Exploring the use of social media to encourage better discussions around health and social care in West Yorkshire and Harrogate
Download (PDF 3.05 MB)Summary of report content
Healthwatch Kirklees and Healthwatch Calderdale worked with partners across West Yorkshire and Harrogate to test whether social media could be used to encourage more positive and proactive conversations about health and wellbeing. The three-month #ChangeTheConversation campaign aimed to shift discussion away from a sole focus on NHS services and towards prevention, self-care, community assets and the wider factors that influence health.
Between October and December 2017, the campaign shared 126 Facebook posts and 158 Twitter posts, reaching more than 250,000 people and generating over 11,000 interactions. The project found that locally produced content, particularly patient stories, videos and community-based examples, generated greater engagement than national campaigns alone. Content focusing on local issues, loneliness, self-care and community initiatives proved especially effective.
The evaluation identified several key lessons. Successful campaigns relied on strong relationships with local community organisations and influential social media users, targeted content tailored to local audiences, and active participation in existing online conversations. Videos consistently outperformed static images, while even modest spending on social media advertising significantly increased reach and engagement. Partnership working also proved important, with posts shared by NHS, local authority and voluntary sector partners achieving much greater visibility.
Overall, Healthwatch concluded that social media can be a valuable tool for engaging communities at scale and encouraging discussions about prevention, wellbeing and personal responsibility for health. The report recommended continued investment in social media engagement, better use of analytics and mapping tools, stronger partnership approaches, and dedicated staff resources to support future campaigns aimed at improving health and wellbeing across West Yorkshire and Harrogate.