Rizki Nur Amalia, Catharine Mayung Sambo, Hikari Ambara Sjakti, Aman B Pulungan
OBJECTIVE.Indonesian Pediatric Society (IPS) has been building social media base to perform child health campaign since 2016 on Facebook, Instagram, and Twitter. This study aimed to describe the characteristics the IPS’s social media followers and to find out the current best type of post and topics for social media health campaign. METHODS.This study collected data from Facebook, Twitter and Instagram analytics from October 2017 to March 2019. Followers’ profiles were categorized based on age, gender, and social media platforms. Types of post were categorized into articles, infographics, videos, memes, announcements, and news report. Popular topics were defined as topics from posts with large number of likes and comments. RESULTS.Followers on Facebook reached 49.9%, 42.8% on Instagram and 7.2% on Twitter. From total followers, 78.7% were female and 57% of followers aged between 25-34 years old. On Facebook, infographics had 37.8% engagement and video posts on Instagram reached 37.8% engagement. Engagement on Twitter was 18.4%. Current best type of post was educational content, with topics such as food allergy, secondhand exposure to tobacco smoke, immunization, complementary food, and chickenpox. CONCLUSION. More than a half of followers in IPS’s social media were female adults. The most popular social media were Facebook and Instagram. The highest engagement was educational content. On Facebook, infographic had the highest engagement, while on Instagram was video post.