WYKORZYSTANIE NARZĘDZI SOCIAL MEDIA MARKETINGU PRZEZ POLSKIE ORGANIZACJE POZARZĄDOWE W KOMUNIKACJI Z OTOCZENIEM NA RZECZ PROMOCJI ZDROWIA
THE USE OF SOCIAL MEDIA MARKETING TOOLS BY POLISH NGOS IN COMMUNICATION WITH THE ENVIRONMENT TO PROMOTE HEALTH

Summary/Abstract: The development of digital technology forces many organizations to adapt to the changing trends of communication with the environment. The aim of this study was to determine whether the Polish non-governmental organizations use social media marketing tools to communicate with the environment to promote health. The study included 305 non-governmental organizations from across the Poland. The research methods used were CAWI and CATI based a proprietary questionnaire. Data analysis was based on standard statistical methods. Tested NGOs in 86.9% engage in activities in the field of health promotion, mainly covering the topics of cancer (21.6%) and obesity in children (20.6%). 51.8% of respondents consider direct communication as the most convincing and inspiring confidence among patients form of health promotion. As less useful forms the respondents indicated broadcasting of television spots (31.5%) and dissemination of information bulletins (25.6%). 86.6% of non-profit organizations use as a tool in health campaigns portals and social networking sites, including the most popular as Onet.pl (53%), Facebook (47.3%) and Wp.pl (34.8%). 92.1% of NGOs admit the use of social media marketing tools - the largest percentage of the sample declares transferring fanpage brands to which they are confident or work with them (44.1%) and participation in consulting online forums (33.1%). Non-governmental organizations use social media marketing tools to communicate with the environment to promote health, which is a prerequisite to adapt more effectively to the changing needs of the information society.

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