Liu, B. and Kim, S. (2011). How Organizations Framed the 2009 H1N1 Pandemic Via Social and Traditional Media: Implications for U.S. Health Communicators. (Abstract only.) Public Relations Review. 37(3): 233-244.
Public health organizations used a mix of social media and traditional channels to communicate with the community during the 2009 H1N1 pandemic. Researchers found that while social media linked to traditional media, the reverse was not true. They also found that traditional media was still relied on more to provide more comprehensive information.