The UFS Interdisciplinary Centre for Digital Futures (ICDF) has made significant strides in understanding public health behaviour and communication patterns since 2021. With its collaborators, the centre has diligently produced a weekly social listening report.

It is a weekly report generated by all the different stakeholders. These stakeholders include more than 15 institutions working together to make this possible, as well as the national and provincial departments of health, industry partners, and the World Health Organisation (WHO). This comprehensive report delves into trends associated with an individual’s health-seeking behaviour and vaccine-seeking patterns, as well as the types of health related communication they engage with on both physical and virtual platforms. This valuable data, with the reports publicly available on the National Department of Health’s website, holds great significance in shaping effective communication and public health strategies.

Value of repository not to be understated

The ICDF’s social listening team, comprising Herkulaas Combrink, Co-Director of the ICDF; Phelokazi Mkungeka, a master’s student in Sociology; Elizabeth Carr, a student assistant in the ICDF; and Aviwe Matoti, a Business and Financial Analytics honours student, was instrumental in producing the UFS’ contributions to this endeavour. The repository established by the ICDF houses all the contributions, public documents, social media metadata, social listening reports, public health strategies, media metadata, and various datasets.

Combrink said the value of this repository cannot be understated. It serves as a rich resource for researchers within the UFS, providing valuable insights into public perception and decision-making processes surrounding various events and their impact on the public.

By analysing this data, researchers can better understand how people react to health-related information, and tailor their communication strategies accordingly. “Furthermore, the ICDF is taking a commendable step by presenting this public repository to relevant stakeholders for further input. By seeking feedback from experts and the public, the repository will continually evolve and improve, ensuring that it remains a relevant and reliable source of information,” Combrink continued.

Potential for public use

Beyond academia, this repository holds significant potential for public use. It empowers individuals to access accurate and up-to-date data on health-related matters, fostering a well-informed society capable of making better decisions concerning their health and well-being.

The ICDF’s collaboration with various organisations and its dedication to producing the weekly social listening report paved the way for informed public health strategies in South Africa. Establishing the public repository demonstrates the commitment to transparency and continuous improvement, making it a valuable resource for researchers and the public. Through this initiative, the ICDF plays a vital role in shaping the country’s future of health communication and behaviour by understanding social media in this domain.