SOCIAL MEDIA & DONATION BEHAVIOR
Sanquin uses social media to communicate with, recruit and retain donors. This is done to ensure that sufficient blood is available in the Netherlands. In this context, it is important to find out whether Sanquin's social media communication is successful in achieving this goal or not.
Steven Ramondt was a PostDoc at Sanquin with a background in health communication. He worked on a field randomised controlled trial to test the effects of following the Sanquin Facebook page on donation intentions, donor behaviour and attitudes towards Sanquin. In addition, Steven extracted the most frequently discussed donation related topics on social media and establishing their relationship with donor behaviour.