Comunicabilidade, qualidade e engajamento informacional às postagens e vídeos sobre o sistema único de saúde nas mídias sociais

Abstract

The ease of access is what most attracts individuals to use the internet, especially in health issues, where the main searches are about treatments, information about diseases, their causes and symptoms. Social media, widely used, provide accessibility and expansion of knowledge to all population groups. However, the quality of what is posted varies considerably. Therefore, the objective of this dissertation was to evaluate the communicability, quality, and reach of the publications about the Brazilian Unified Health System available on social media. In the searches, we used #sus, #sistemaunicodesaude and the keyword sistema único de saúde. The first 100 Portuguese language publications that returned from each social media search (Instagram and Facebook) were evaluated according to the Communication with Clarity Index. The first 100 videos returned from YouTube were evaluated by the Global Quality Scale. Likes, shares, and comments allowed the calculation of informational engagement. Poisson Multiple Regression with robust variance determined the prevalence ratio (PR) (95% confidence interval and p<0.05). On Facebook, only 9 posts achieved BR CDC CCI of 90 or more points and were qualified as clear communication. Educational, health, and communication institutions produced content that was more likely to engage when compared to government agencies (PR 1.87; 95% CI 1.14-3.07). On Instagram, only 6 posts met the minimum 90 points for clear communication qualification. Posts that featured a literature reference and addressed content about health services showed a higher likelihood of having clarity in communication (PR 1.59; 95%CI 1.08-2.37; PR 1.61; 95%CI 1.03-2.53). On YouTube, most videos showed excellent quality. Videos about SUS made in the post-pandemic period showed lower engagement than those made in the pre-pandemic period (PR 0.61; 95%CI 0.39-0.95). Videos whose target audience were health professionals and students were less likely to have quality (RR 0.43; 95%CI 0.25-0.75), compared to those without targeting a specific audience. Informational engagement was low and comments stood out as less frequent. The study showed the low interaction of users with the publications, as well as the need to produce better communicable content about one of the largest universal health systems in the world, in today's largest sources of information, the social media.