Using Social Capital to Build Global Health Initiatives: Connecting Organizations and Citizen-Stakeholders Through Social Media

• In Event: Organizing for Health

Abstract

Social capital has been linked to community building, collective action, and crisis recovery, on individual and organizational levels. Regarding health, social capital can lead to positive outcomes—obtaining information, access to resources, and formal or informal support. Generally, the coordinated action motivated by social capital takes place within a localized geographic area. However, social media offers opportunities for engagement and capital building across geographic boundaries, allowing for larger networks and, therefore, greater benefits. Organizations are harnessing this power as for-profit businesses connect with non-profit and community based organizations to promote better health. The utilization of social media allows for the inclusion of a third party: individuals. Individuals become citizen-stakeholders as they act on behalf of the organization to further its cause. This presentation examines how social capital both facilitates and is created by this three-way interaction, with the potential of leading to better health outcomes in a global community.

Author

• Lisa Volk Chewning, Pennsylvania State U - Abington