I like your kidney!
What has been possible in other countries since the beginning of the year is now also available in Switzerland as of November 1: a life event on Facebook where users can identify themselves as organ donors. But does this additional feature on the social network actually help in the search for new donors? By Manuel P. Nappo, Program Director of the CAS in Social Media Management at HWZ and Chief Networking Officer at Centralway. www.about.me/mpn
According to Swisstransplant, the national foundation for organ donation and transplantation, the search for suitable organ donors is still difficult. In collaboration with Facebook, an additional function was now activated in Switzerland on November 1 that has already been used successfully in other countries for several months. Anyone can identify themselves as an organ donor on their personal profile. Just as, for example, the relationship status is adjusted, one can now also make one's own will to donate organs known.
However, this information alone is not sufficient to officially identify oneself as an organ donor. In addition, a donation card must be filled out and printed out on the Swisstransplant Facebook fan page. People should then always carry this card with them. In addition, relatives must be informed about one's will, as they decide in an emergency. The Facebook status is therefore not considered to be an expression of will without a donation card. But what if the relatives do make their decision based on the Facebook entry?
In principle, the action is of course to be welcomed, since it promotes awareness of the issue and stimulates discussions among friends. However, what if the status was only adjusted for fun or due to social pressure and friends and family nevertheless understand it as an expression of will? Of course, it is to be hoped that the decision to donate is a personal one. But how do teenagers deal with this social pressure on Facebook? In Switzerland, people over the age of 16 are medically considered to be of age and can decide for themselves whether to donate their organs. According to SF Tagesschau, significantly more donation cards were ordered just a few days after the campaign was launched. Swisstransplant also recorded six times as many visitors to its website, and its Facebook fan page skyrocketed from 680 to 1300 fans. These figures are of course extremely gratifying and point to a positive trend that has already been confirmed in other countries. However, criticism is also being voiced on the fan page itself. In addition to heated discussions for or against organ donation, some people have difficulty making the settings or filling out the donation card online. In addition, some people from the Italian-speaking part of Switzerland are angry that their language has not been taken into account.
With such a progressive action, one would expect clear engagement and dialogue from Swisstransplant on the social web. However, comments about organ trafficking and other sensitive topics ripple along, with only a brief response from Swisstransplant following 72 comments. A presence on Facebook can by no means be used solely for self-purposes. Anyone who is active in the new media must want to engage in dialog and be open to questions and criticism.
