The healthy living network

The Facebook page for Healthy Living Network Leeds is one example of many across the UK demonstrating the multitude of ways health messages can be communicated to the social networking community. This site demonstrates how organisations can colourfully promote a wealth of health activity from the heart of the community itself. The essence of such sites is depicted in the way they connect with people and allow them to reap the benefits of interaction. Online social networking is not just about reconnecting with friends or finding new ones; it is the way that people, from a range of backgrounds, now choose to communicate and share details about their lives with others. This trend is so entwined within daily routines that it creates an exciting opportunity for health professionals to retune the traditional ways they communicate messages. Online health promotion is in constant development: internet users can now access sites where they are encouraged to discuss health issues with others in similar situations and gain much needed advice and empathy. Mental health practitioners have found that communicating online with younger clients can be effective because younger people are comfortable using this resource; it eases discussion of taboo subjects which face-to-face discussions might hinder. Sites like Facebook, Myspace and Twitter endorse personal expression and serve as a bridge to social capital which in turn, increases self-esteem and reduces loneliness. Despite these positive impacts, research has highlighted concerns that such sites may have a negative side. They can provide a base for bullying, become a distraction from work, and promote risky behaviour. As a potential threat to health, both users and professionals need to use such sites wisely and in moderation. But for good or ill, the potential of such sites to encourage users to incorporate healthy lifestyle behaviours into their lives cannot be ignored. Powerful messages can be tweeted, posted as a comment, written in a blog, discussed, debated in a chatroom - the list goes on. Person to person Implementing health initiatives through social networking sites requires consideration of the staffing required, what the aim is, and how to measure the impact. Social networking sites are, at the moment, free to establish and provide access to people who may otherwise be difficult to reach. It can be a challenge to attract members but with enthused people in tow, an online community can grow, allowing health messages to pass from person to person. Online health promotion strategies need to be identified which are salient to users in order for them to be effective. Engagement with the target group could help inform health practitioners of such ideas. The real impact of using the sites is demonstrated when online activities are reflected in offline actions, in the adoption of a healthy lifestyle change or by raised awareness of a particular issue. There is a growing body of knowledge about online health promotion and, like the actions social networking sites encourage, there is now a need to share and communicate the pros and cons with fellow professionals. Capitalising on the popularity of the sites has the potential to modernise health promotion and create healthier offline communities, through with a touch of online innovation. Sarah McCormack is projects officer for the Altogether Better Programme , hosted by NHS Yorkshire & the Humber