scholarly journals Comparative analysis of audience engagement with public health messages across multiple social media sites: Evidence-based recommendations for health communicators (Preprint)

2020 ◽  
Author(s):  
Katja Reuter ◽  
Melissa L. Wilson ◽  
Meghan Moran ◽  
NamQuyen Le ◽  
Praveen Angyan ◽  
...  
Keyword(s):  
Public Health ◽  
Social Media ◽  
Health Promotion ◽  
Health Education ◽  
Health Messages ◽  
User Engagement ◽  
Goodness Of Fit Test ◽  
Audience Engagement ◽  
The Social ◽  
Click Through Rate

BACKGROUND Public health organizations have begun to use social media to increase awareness of health harms and positively improve health behavior. However, little is known about effective strategies for the digital dissemination of health education messages that ultimately result in optimal audience engagement with the health messages and with links to educational resource(s) specified in those messages. OBJECTIVE The objective of this study was to assess the difference in audience engagement with identical anti-smoking health messages on three social media sites: Twitter, Facebook, and Instagram, and with a referring link to a tobacco prevention website cited in these messages. We hypothesized health messages might not get the same user engagement on these media, although these messages were identical and distributed at the same time. METHODS We measured the effect of health promotion messages about the risk of smoking on users of three social media sites (Twitter, Facebook, and Instagram). We disseminated 1,275 health messages between April 19 to July 12, 2017 (85 days). The messages were distributed in identical form, at the same time, as organic (non-paid) and advertised (paid) messages, each including a link to an educational website with more information about the topic. Outcome measures included (i) message engagement, ie, the click-through rate (CTR) of the social media messages, and (ii) educational website engagement: the click-through rate on the educational website (wCTR). To analyze the data and model relationships, we used mixed effects negative binomial regression, z-statistic, and the Hosmer-Lemeshow goodness of fit test. RESULTS Comparisons between social media sites showed that CTRs for identical anti-tobacco health messages differed significantly across social media (P<.001 for all). Instagram showed the statistically significant highest overall mean message engagement, followed by Facebook, and Twitter. Facebook showed the highest CTR for any individual message as well some of the lowest. However, the message CTR is not indicative of the user engagement with the educational website content. Pairwise comparisons of the social media sites differed with respect to the wCTR (P<.001 for all). Messages on Twitter showed the lowest CTR, but they resulted in the highest level of website engagement, followed by Facebook, and Instagram. We found a statistically significant higher CTR for organic (unpaid) messages compared with paid ads (P<.001). CONCLUSIONS This work contributes to developing a scientific approach to select social media platform(s) for health promotion and increasing transparency of the processes and mechanisms that make digital health education effective. CLINICALTRIAL N/A

scholarly journals Use of a video-based assessment to build authentic public health skills

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
A Bhatti
Keyword(s):  
Public Health ◽  
Health Promotion ◽  
Student Engagement ◽  
Health Education ◽  
Health Communication ◽  
Core Competencies ◽  
Public Health Education ◽  
Health Messages ◽  
Post Graduate ◽  
Public Health Messages

Abstract Background Public health education should have strong connections to applied public health practice. Health communication, including an ability to interpret and transmit knowledge, are core competencies for public health graduates. These skills have traditionally been assessed via standard oral presentations. A diversity of tasks can increase student engagement and motivation about assessments. The use of video-based assessments is a relatively new assessment format in post-graduate education. An authentic task was created where post-graduate public health students at Macquarie University, Australia collaborated in groups to create an advocacy campaign video as part of an assessment. These videos were shown at a short film event and students additionally reflected on their experience. Objective Can use of a student-produced health promotion video as a team-based assessment task lead to development of: competency in delivering public health communication; technical skills in videography; skills in team engagement and foster deep reflective thought? Results On average student grades were higher in the video task than other unit tasks, demonstrating students' competency in delivering public health messages. Unit reflections across three years revealed student benefits included: task enjoyment; feelings of achievement; opportunities to apply learning and new teamwork and videography skills. Unit evaluations found 96% of students reported an increased understanding of advocacy and health promotion and 87% reported the reflective task further consolidated learning. Unit convenor reflections include enhanced student engagement due to novelty, more scope for original presentation of work and similar convening efforts compared to traditional presentations. Conclusions This simple innovative video assessment is a practical and authentic way of teaching graduate public health students how to communicate public health messages and could be replicated in other courses. Key messages A student-produced video advocacy campaign assessment can offer student engagement and authentic learning in graduate public health education. Implementation of this convenient video-based assessment could be adapted in other courses in public health education.

scholarly journals Evolving Role of Social Media in Health Promotion: Updated Responsibilities for Health Education Specialists

2020 ◽  
Vol 17 (4) ◽  
pp. 1153 ◽  
Author(s):  
Michael Stellefson ◽  
Samantha R. Paige ◽  
Beth H. Chaney ◽  
J. Don Chaney
Keyword(s):  
Public Health ◽  
Social Media ◽  
Health Promotion ◽  
Health Education ◽  
Public Health Education ◽  
Roles And Responsibilities ◽  
Computer Mediated ◽  
Physical Barriers ◽  
Barriers To Use ◽  
Use Of Social Media

The use of social media in public health education has been increasing due to its ability to remove physical barriers that traditionally impede access to healthcare support and resources. As health promotion becomes more deeply rooted in Internet-based programming, health education specialists are tasked with becoming more competent in computer-mediated contexts that optimize both online and offline consumer health experiences. Generating a better understanding of the benefits and drawbacks to using social media in the field is important, since health education specialists continue to weigh its advantages against potential concerns and barriers to use. Accordingly, this Special Issue aims to explore social media as a translational health promotion tool by bridging principles of health education and health communication that examine (1) the method with which social media users access, negotiate, and create health information that is both actionable and impactful for diverse audiences; (2) strategies for overcoming challenges to using social media in health promotion; and (3) best practices for designing, implementing, and evaluating social media forums in public health. In this commentary, we discuss the updated communication and advocacy roles and responsibilities of health education specialists in the context of social media research and practice.

scholarly journals Opioid Use Stigmatization and Destigmatization in Healthcare Professional Social Media

2021 ◽  
Author(s):  
Scott Graham ◽  
Fiona Conway ◽  
Richard Bottner ◽  
Kasey Claborn
Keyword(s):  
Public Health ◽  
Social Media ◽  
Drug Abuse ◽  
Healthcare Professional ◽  
Healthcare Professionals ◽  
User Engagement ◽  
Opioid Use ◽  
The Social ◽  
Significant Barrier ◽  
Use Of Social Media

Stigmatization of opioid use constitutes a significant barrier to addressing the opioid crisis. Increasing use of social media by healthcare professionals provides an opportunity to foster destigmatization. However, little is known about stigmatization and destigmatization within healthcare professional social media communities. Accordingly, this study investigates the use of stigmatizing and destigmatizing language in three such communities: Medical Twitter, Public Health Twitter, and Epidemiology Twitter. Using a dataset of 2,319 tweets discussing opioids and associated with these Twitter communities, we analyzed each tweet for evidence of stigmatizing or destigmatizing language based on guidance from the National Institute on Drug Abuse. The results indicate that overall use of both stigmatizing and destigmatizing language is currently low across communities compared to the overall volume of opioid-related content. Additionally, there are measurable changes in stigmatizing and destigmatizing language on quarterly bases between 2012 and 2020. During this time, Public Health Twitter has seen a quarterly 19% reduction in rates of stigmatizing (IRR = 0.81, 95% CI 0.67 to 0.97), and all communities have experienced a quarterly 57% increase in destigmatizing language (IRR = 1.57, 95% CI: 1.33 to 1.85). This study also reveals that tweets containing stigmatizing and destigmatizing language receive minimal user engagement (measured by likes, retweets, quote tweets, and comments). While the longitudinal findings on increasing use of destigmatizing language are promising, they also indicate a need for increased efforts to encourage broader use of destigmatizing language. Leveraging the social learning potentials of Twitter offers one promising pathway for future initiatives.

scholarly journals Correction: General Audience Engagement With Antismoking Public Health Messages Across Multiple Social Media Sites: Comparative Analysis

10.2196/28131 ◽  
2021 ◽  
Vol 7 (2) ◽  
pp. e28131
Author(s):  
Katja Reuter ◽  
Melissa L Wilson ◽  
Meghan Moran ◽  
NamQuyen Le ◽  
Praveen Angyan ◽  
...  
Keyword(s):  
Public Health ◽  
Social Media ◽  
Comparative Analysis ◽  
Health Messages ◽  
Audience Engagement ◽  
General Audience ◽  
Public Health Messages

scholarly journals Effect of dramatized health messages: Modelling predictors of the impact of COVID-19 YouTube animated cartoons on health behaviour of social media users in Nigeria

2020 ◽  
Vol 36 (1) ◽  
pp. 124-140
Author(s):  
Chijioke Onuora ◽  
Nelson Torti Obasi ◽  
Gregory Herbert Ezeah ◽  
Verlumun Celestine Gever
Keyword(s):  
Public Health ◽  
Social Media ◽  
Health Promotion ◽  
Developing Country ◽  
Health Behaviour ◽  
Health Messages ◽  
Public Health Issue ◽  
Media Messages ◽  
The Impact ◽  
The Relationship

Previous studies on the impact of Internet-powered media on health promotion have often neglected the relationship between message recall and health behaviour. Such neglect makes it look as though exposure to media messages automatically leads to recall. Also, other studies appear to have paid less attention to understanding if the perception of the existence or otherwise of a public health issue actually influences the effectiveness of health intervention. In the current study, the authors suggest a model that takes into consideration these existing gaps. They examined 470 social media users who were exposed to YouTube animated cartoons on COVID-19 using an example from a developing country. The authors found, among others, that perception concerning the realness of COVID-19 was the greatest contributing factor in predicting the effectiveness of YouTube animated cartoons on health behaviour. The scholarly theoretical and practical contributions of the findings are explored.

Instagramming our way through public health communication: why and who is using it?

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
R Vareda ◽  
T Garcia ◽  
J Rachadell
Keyword(s):  
Public Health ◽  
Social Media ◽  
Health Promotion ◽  
Health Professionals ◽  
Cross Sectional Study ◽  
Communicable Diseases ◽  
Healthy Lifestyles ◽  
Communication Tool ◽  
Cross Sectional ◽  
Non Communicable Diseases

Abstract Background From disease prevention to health promotion, communication is key for Public Health (PH) practice and, according to the 9th Essential Public Health Operation its goal is to improve populations health literacy and capacity to access, understand and use information. Though social media is frequently presented as a potentially useful tool for PH communication, there is a lack of evidence about its effectiveness and impact on PH outcomes. This study researches Instagram® as a PH tool and aims to know who is using it, what content is shared on the platform and how much engagement there is. Methods This cross-sectional study regards information on 1000 Instagram® posts with the hashtags publichealth, publichealthpromotion, healthpromotion, publichealthmatters and publichealtheducation. Authors categorized post content and creators, and reviewed the number of likes and comments per post to determine engagement. Data analysis was performed on IBM SPSS® Statistics. Results The most common content categories were communicable diseases (n = 383), non-communicable diseases (n = 258) and healthy lifestyles (n = 143). Health professionals post more about communicable diseases (43,6%) and non-professionals about healthy lifestyles (36,1%). Non-professionals (n = 191) post about PH issues almost as much as health professionals (n = 220) and PH associations (n = 201). Most don't reference their sources (n = 821). Posts on communicable diseases have the most likes and comments per post (mean of 172 likes and 3,1 comments). Conclusions Half the Instagram® posts analysed in this study were made by health professionals or organizations. Communicable diseases, non-communicable diseases and healthy lifestyles were the most frequent content categories and had the most engagement. The majority of posts didn't reference their sources. Though Instagram® seems to be a potential PH communication tool, further research is needed to confirm its benefits for PH. Key messages Social media platforms like Instagram® are potentially powerful tools for PH communication. There is a need to understand the efficacy of social media as health promotion tools.

scholarly journals A Panel Evaluation of the Changes in the General Public’s Social-Media-Following of United States’ Public Health Departments during COVID-19 Pandemic

2021 ◽  
Vol 12 ◽  
pp. 215013272199545
Author(s):  
Areej Khokhar ◽  
Aaron Spaulding ◽  
Zuhair Niazi ◽  
Sikander Ailawadhi ◽  
Rami Manochakian ◽  
...  
Keyword(s):  
Public Health ◽  
Social Media ◽  
State Level ◽  
The State ◽  
Public Health Department ◽  
Health Departments ◽  
The Public ◽  
Public Health Departments ◽  
The Social ◽  
The U.S

Importance: Social media is widely used by various segments of society. Its role as a tool of communication by the Public Health Departments in the U.S. remains unknown. Objective: To determine the impact of the COVID-19 pandemic on social media following of the Public Health Departments of the 50 States of the U.S. Design, Setting, and Participants: Data were collected by visiting the Public Health Department web page for each social media platform. State-level demographics were collected from the U.S. Census Bureau. The Center for Disease Control and Prevention was utilized to collect information regarding the Governance of each State’s Public Health Department. Health rankings were collected from “America’s Health Rankings” 2019 Annual report from the United Health Foundation. The U.S. News and World Report Education Rankings were utilized to provide information regarding the public education of each State. Exposure: Data were pulled on 3 separate dates: first on March 5th (baseline and pre-national emergency declaration (NED) for COVID-19), March 18th (week following NED), and March 25th (2 weeks after NED). In addition, a variable identifying the total change across platforms was also created. All data were collected at the State level. Main Outcome: Overall, the social media following of the state Public Health Departments was very low. There was a significant increase in the public interest in following the Public Health Departments during the early phase of the COVID-19 pandemic. Results: With the declaration of National Emergency, there was a 150% increase in overall public following of the State Public Health Departments in the U.S. The increase was most noted in the Midwest and South regions of the U.S. The overall following in the pandemic “hotspots,” such as New York, California, and Florida, was significantly lower. Interesting correlations were noted between various demographic variables, health, and education ranking of the States and the social media following of their Health Departments. Conclusion and Relevance: Social media following of Public Health Departments across all States of the U.S. was very low. Though, the social media following significantly increased during the early course of the COVID-19 pandemic, but it still remains low. Significant opportunity exists for Public Health Departments to improve social media use to engage the public better.

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