The use of social media in food risk and benefit communication

The proliferation of social media applications such as online communities, social networking sites, or blogs gives the public new means for receiving, and importantly, providing information. Many opportunities are opening up for food risk communicators by the wide variety of social media applications and the digital environment with enormous abilities for storing, retrieving and reusing information. The global nature of today's food chains asks for a global approach in communicating food-related risk and benefit issues. However, the evolution of social media also presents a number of pitfalls related to information accuracy, trust and source credibility. This paper portrays and comments on the structural changes in communication and discusses on the current state of social media as a possible tool for communicating food risks and benefits.

► Food consumers occupy a leading role as communicator and information source.
► Social media imply opportunities and challenges for food risk/benefit communication.
► Public involvement and interaction in food communication are facilitated.
► Social media can be a minefield for inaccurate, incorrect or misleading information.
► Communicating timely in case of a food crisis versus amplifying risk perception?