Content and Engagement Analysis on the National Institute for Emergency Medicine Facebook Page

Abstract

Social media communication plays a vital role in disseminating information and raising public awareness of emergency medical services. This study aimed to analyze the characteristics of content and engagement levels of followers on the National Institute for Emergency Medicine (NIEM) Facebook page during the fiscal year 2024, from October 2023 to September 2024. A content analysis approach was employed to categorize posts and evaluate engagement metrics, including likes, comments, and shares. The findings revealed that the NIEM Facebook page published 698 posts, reaching 7,182,173 people, with a total of 279,708 engagements and 14,427 shares. The majority of the content focused on first aid education and accident prevention, followed by institutional activities and communication of policies or related regulations. Posts providing practical and useful information for both the public and emergency medical personnel received the highest levels of engagement. This study concluded that Facebook serves as an essential tool for information dissemination, raising public awareness, and encouraging participation among the public and emergency medical service providers. It is recommended that NIEM develop engaging and audience-oriented content to enhance communication effectiveness and foster sustainable engagement.