<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2307-2113</journal-id>
<journal-title><![CDATA[Revista Cubana de Información en Ciencias de la Salud]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. cuba. inf. cienc. salud]]></abbrev-journal-title>
<issn>2307-2113</issn>
<publisher>
<publisher-name><![CDATA[Centro Nacional de Información de Ciencias MédicasEditorial Ciencias Médicas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2307-21132020000200014</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Redes sociales del Ministerio de Salud del Perú en la lucha contra la anemia: estudio cuali-cuantitativo de un video preventivo promocional]]></article-title>
<article-title xml:lang="en"><![CDATA[Social networks of the Peruvian Ministry of Health in the combat against anemia: qualitative-quantitative study of a promotional preventive video]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Udai Quispe-Juli]]></surname>
<given-names><![CDATA[Cender]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Huamash]]></surname>
<given-names><![CDATA[Claudia María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gozzer]]></surname>
<given-names><![CDATA[Ernesto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Peruana Cayetano Heredia  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>01</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>01</day>
<month>06</month>
<year>2020</year>
</pub-date>
<volume>31</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2307-21132020000200014&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2307-21132020000200014&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2307-21132020000200014&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN En Perú la anemia infantil es un problema de salud pública. Se están desarrollando diferentes estrategias preventivas, entre ellas el uso de las redes sociales. Hay poca evidencia disponible sobre las mejores formas de interactuar con las audiencias en este espacio. Este trabajo tuvo como objetivo explorar la percepción de los usuarios de las redes sociales del Ministerio de Salud del Perú sobre un video que promueve la alimentación para reducir el riesgo de anemia infantil y estimar el alcance y la interacción que consiguió a través de las redes sociales. Se hizo un estudio de carácter cuali-cuantitativo exploratorio de una intervención con un video musical del Ministerio de Salud, difundido a través de las redes sociales (Facebook, Twitter y Youtube). La mayoría de los usuarios (58/77) que comentaron el video en Facebook tuvo una percepción positiva. A los cuatro meses de seguimiento se logró el mayor alcance en Facebook (364 000 reproducciones), que triplicó lo alcanzado de forma conjunta en Twitter y Youtube. Durante la primera semana se logró el mayor alcance. La mayor tasa de interacción a los cuatro meses se produjo en Facebook (7,1 %) seguida de Twitter (5,2 %) y Youtube (0,3 %). El mayor alcance y tasa de interacción del video estudiado fue a través de Facebook. La percepción fue positiva; sin embargo, la tasa de interacción fue baja. Las redes sociales son una forma de comunicación veloz, pero efímera, con un gran potencial en salud pública.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Childhood anemia is a public health problem in Peru. A variety of preventive strategies are being developed, among them the use of social networks. Little evidence is available about the best ways to interact with audiences in this space. The purpose of the study was to explore the perception of users of social networks of the Peruvian Ministry of Health about a video promoting food to reduce the risk of childhood anemia and estimate the scope and interaction it achieved through the social networks. An exploratory qualitative-quantitative study was conducted of an intervention based on a music video disseminated by the Ministry of Health in the social networks Facebook, Twitter and YouTube. Most of the users commenting on the video (58 / 77) in Facebook reported a positive perception. The largest number of replays was reached at four months' follow-up in Facebook (364 000 replays), trebling the results of Twitter and YouTube together. The broadest scope was achieved during the first week. The highest interaction rate at four months occurred in Facebook (7.1%), followed by Twitter (5.2%) and YouTube (0.3%). The greatest scope and interaction rate of the study video occurred in Facebook. Perception was positive, but the interaction rate was low. Social networks are a swift though ephemeral form of communication with a great potential in public health.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Medios de comunicación social]]></kwd>
<kwd lng="es"><![CDATA[red social]]></kwd>
<kwd lng="es"><![CDATA[comunicación en salud]]></kwd>
<kwd lng="es"><![CDATA[educación en salud]]></kwd>
<kwd lng="es"><![CDATA[anemia]]></kwd>
<kwd lng="en"><![CDATA[Social communication media]]></kwd>
<kwd lng="en"><![CDATA[social network]]></kwd>
<kwd lng="en"><![CDATA[health communication]]></kwd>
<kwd lng="en"><![CDATA[health education]]></kwd>
<kwd lng="en"><![CDATA[anemia]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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