Examining tweet content of the turkish ministry of health during covid-19: a qualitative analysis (Preprint)
BACKGROUND Health communication has become more critical than ever during the COVID-19 pandemic. Recently, many officials and government agencies have made public information through this channel, which has made Twitter an alternative reliable media organ. OBJECTIVE The present study focuses on the posts made on the official Twitter account of the Turkish Ministry of Health on the communication process during the COVID-19 pandemic. METHODS In this qualitative study, a total of 1,349 unique COVID-19-related tweets posted between 1 March and 31 December 2020 were identified. The tweets were evaluated using the content analysis approach by two investigators. RESULTS Six primary themes emerged regarding the content of the messages: providing information, warning to the community, motivating people and morale-boosting, improving cooperation, scientific approach, and advice to the community. It was observed that the incidence of cases and the frequency of the tweets about motivating people and providing information themes were parallel. In addition, the warning to community tweets peaked towards the middle of the pandemic (August 2020), and then the dose of posts on this subject decreased. In addition, while the frequency of warning to community tweets towards the middle of the pandemic increased, then the dose of posts on this topic decreased. CONCLUSIONS This study has shown that the Ministry of Health uses Twitter frequently and effectively to reach the public more easily in the fight against the pandemic. In the future waves of COVID-19 or other pandemics, the planned and regular production of these "tweets" by health professionals will provide a more transparent crisis management opportunity by taking the fear of the public related to the pandemic. This study can provide insights to health officials and government agencies for crisis communication publicizing health information via social media.