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Digital media usage is expanding enormously and is starting to be used as a public health intervention and communication tool. It has an ability to increase the reach of public health research and communication, as well as drive measurable behaviour change. But there is an absence of both deep and wide understanding of the opportunities within digital media, i.e. most people think only of Facebook and Twitter when they think of social media; smart, strategic planning for its widespread use is not common practice and rigorous evaluative studies of its effectiveness are few and far between.

Trending now: future directions in digital media for the public health sector