Pandemic Prevention Information Disclosure on Social Media During a Public Health Crisis: Meaning, Information Quality, and Posting Method

Government information disclosure on social media is crucial for disease prevention during public health crises. This study investigates public responses to evaluate posts published by China’s official health commission department accounts (HCDAs) on Weibo. We collect 716 posts and 45,135 related user comments and perform content analysis to extract the posts’ meanings. We categorized the user comments by topic, namely information meaning, information quality, and posting method, as well as according to the emotions users expressed via their comments on HCDA posts. The findings reveal that these official accounts mainly provide factual information, neglecting other crucial types. Public comments highlight a demand for information that is easy to understand and apply, suggesting that current disclosures are falling short in quality. The lack of interaction with users also indicates that these government accounts are not fully leveraging the potential of social media for effective communication. The study concludes that to maximize the impact of information disclosure, governments must shift from being just an information source to an active social media user. They should also create content based on a broader understanding of “information,” ensuring it is not only factual but also clear, useful, and engaging for the public.