The Italian alliance for vaccination strategies: Facebook as a learning tool for preventive medicine and public health

Abstract

The Italian Alliance of vaccination strategies project was born with the aim of informing healthcare workers and the general population about vaccination through Facebook. The evaluation of the account has been carried out using 3 indicators: friend membership, numbers of "I like," and amount of "share" of contents for type of news and for day of the week. The survey was performed on 743 users. Institutional events were the most popular type of news; the day of the week in which users were most likely to be attracted by links was Friday. Press releases were the communication form most shared by users. Social media marketing carries the advantages of low cost, rapid transmission and user interaction.