scholarly journals Influencing the Conversation About Masculinity and Suicide: Evaluation of the Man Up Multimedia Campaign Using Twitter Data (Preprint)

2017 ◽  
Author(s):  
Marisa Schlichthorst ◽  
Kylie King ◽  
Jackie Turnure ◽  
Suku Sukunesan ◽  
Andrea Phelps ◽  
...  
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Help Seeking ◽  
Performance Measure ◽  
Audience Engagement ◽  
Video Footage ◽  
Traditional Health ◽  
Three Phase ◽  
Traditional Masculinity ◽  
Promotion Campaigns

BACKGROUND It has been suggested that some dominant aspects of traditional masculinity are contributing to the high suicide rates among Australian men. We developed a three-episode documentary called Man Up, which explores the complex relationship between masculinity and suicide and encourages men to question socially imposed rules about what it means to be a man and asks them to open up, express difficult emotions, and seek help if and when needed. We ran a three-phase social media campaign alongside the documentary using 5 channels (Twitter, Facebook, Instagram, YouTube, and Tumblr). OBJECTIVE This study aimed to examine the extent to which the Man Up Twitter campaign influenced the social media conversation about masculinity and suicide. METHODS We used Twitter insights data to assess the reach of and engagement with the campaign (using metrics on followers, likes, retweets, and impressions) and to determine the highest and lowest performing tweets in the campaign (using an aggregated performance measure of reactions). We used original content tweets to determine whether the campaign increased the volume of relevant Twitter conversations (aggregating the number of tweets for selected campaign hashtags over time), and we used a subset of these data to gain insight into the main content themes with respect to audience engagement. RESULTS The campaign generated a strong following that was engaged with the content of the campaign; over its whole duration, the campaign earned approximately 5000 likes and 2500 retweets and gained around 1,022,000 impressions. The highest performing tweets posted by the host included video footage and occurred during the most active period of the campaign (around the screening of the documentary). The volume of conversations in relation to commonly used hashtags (#MANUP, #ABCMANUP, #LISTENUP, and #SPEAKUP) grew in direct relation to the campaign activities, achieving strongest growth during the 3 weeks when the documentary was aired. Strongest engagement was found with content related to help-seeking, masculinity, and expressing emotions. A number of followers tweeted personal stories that revealed overwhelmingly positive perceptions of the content of the documentary and strongly endorsed its messages. CONCLUSIONS The Man Up Twitter campaign triggered conversations about masculinity and suicide that otherwise may not have happened. For some, this may have been game-changing in terms of shifting attitudes toward expressing emotions and reaching out to others for help. The campaign was particularly effective in disseminating information and promoting conversations in real time, an advantage that it had over more traditional health promotion campaigns. This sort of approach could well be adapted to other areas of mental (and physical) health promotion campaigns to increase their reach and effectiveness.

scholarly journals Influencing the Conversation About Masculinity and Suicide: Evaluation of the Man Up Multimedia Campaign Using Twitter Data

2018 ◽  
Vol 5 (1) ◽  
pp. e14 ◽  
Author(s):  
Marisa Schlichthorst ◽  
Kylie King ◽  
Jackie Turnure ◽  
Suku Sukunesan ◽  
Andrea Phelps ◽  
...  
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Help Seeking ◽  
Performance Measure ◽  
Audience Engagement ◽  
Video Footage ◽  
Traditional Health ◽  
Three Phase ◽  
Traditional Masculinity ◽  
Promotion Campaigns

Background It has been suggested that some dominant aspects of traditional masculinity are contributing to the high suicide rates among Australian men. We developed a three-episode documentary called Man Up, which explores the complex relationship between masculinity and suicide and encourages men to question socially imposed rules about what it means to be a man and asks them to open up, express difficult emotions, and seek help if and when needed. We ran a three-phase social media campaign alongside the documentary using 5 channels (Twitter, Facebook, Instagram, YouTube, and Tumblr). Objective This study aimed to examine the extent to which the Man Up Twitter campaign influenced the social media conversation about masculinity and suicide. Methods We used Twitter insights data to assess the reach of and engagement with the campaign (using metrics on followers, likes, retweets, and impressions) and to determine the highest and lowest performing tweets in the campaign (using an aggregated performance measure of reactions). We used original content tweets to determine whether the campaign increased the volume of relevant Twitter conversations (aggregating the number of tweets for selected campaign hashtags over time), and we used a subset of these data to gain insight into the main content themes with respect to audience engagement. Results The campaign generated a strong following that was engaged with the content of the campaign; over its whole duration, the campaign earned approximately 5000 likes and 2500 retweets and gained around 1,022,000 impressions. The highest performing tweets posted by the host included video footage and occurred during the most active period of the campaign (around the screening of the documentary). The volume of conversations in relation to commonly used hashtags (#MANUP, #ABCMANUP, #LISTENUP, and #SPEAKUP) grew in direct relation to the campaign activities, achieving strongest growth during the 3 weeks when the documentary was aired. Strongest engagement was found with content related to help-seeking, masculinity, and expressing emotions. A number of followers tweeted personal stories that revealed overwhelmingly positive perceptions of the content of the documentary and strongly endorsed its messages. Conclusions The Man Up Twitter campaign triggered conversations about masculinity and suicide that otherwise may not have happened. For some, this may have been game-changing in terms of shifting attitudes toward expressing emotions and reaching out to others for help. The campaign was particularly effective in disseminating information and promoting conversations in real time, an advantage that it had over more traditional health promotion campaigns. This sort of approach could well be adapted to other areas of mental (and physical) health promotion campaigns to increase their reach and effectiveness.

scholarly journals Using Social Media Networks to Engage Men in Conversations on Masculinity and Suicide: Content Analysis of Man Up Facebook Campaign Data

2019 ◽  
Vol 5 (4) ◽  
pp. 205630511988001 ◽  
Author(s):  
Marisa Schlichthorst ◽  
Kylie King ◽  
Lennart Reifels ◽  
Andrea Phelps ◽  
Jane Pirkis
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Health Promotion ◽  
Content Analysis ◽  
Interpersonal Communication ◽  
Help Seeking ◽  
Mental Health Problems ◽  
Social Media Networks ◽  
Male Suicide ◽  
Promotion Campaigns

We analyzed comments published on the Man Up Facebook page ( manuptvseries) during the roll-out of the Man Up digital campaign. The aim was to gain insight into how the public perceived the Man Up campaign and the conversation topics that the campaign instigated. We downloaded Facebook threads (posts and comments) from the manuptvseries page using NCapture and performed conventional content analysis on a random set of comments ( n = 2,236) to identify how the campaign was perceived and what were the popular conversations. Overall, the campaign was perceived extremely positively by the Facebook audience showing many comments endorsing the content of the campaign by sharing among their Facebook community. The strongest themes were expressing emotions, help and support, and masculinity/gender roles which related to the higher level theme of expressions of masculinity. Another strong theme was suicide and topics related to suicide. Comments acknowledged the importance of discussing the issues of male suicide and masculinity publicly. Men were less engaged with topics on masculinity and expressing emotions compared with women and recognized stigma around help-seeking for mental health issues. The Man Up Facebook campaign did foster a public discussion on masculinity and suicide. A gendered approach in mental health promotion is needed with stigma still present for men when seeking help for mental health problems. Social media holds considerable potential for the use of health promotion campaigns aiming to increase interpersonal communication on challenging health topics. Yet, these campaigns need to carefully manage the risk of reinforcing stereotypes.

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

Health Risk Information Engagement and Amplification on Social Media

2016 ◽  
Vol 44 (2) ◽  
pp. 332-339 ◽  
Author(s):  
Yulia A. Strekalova
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Information Needs ◽  
Public Information ◽  
Audience Engagement ◽  
Data Set ◽  
Public Health Agencies ◽  
Information Behaviors ◽  
Online Audiences ◽  
Active Page

Emerging pandemics call for unique health communication and education strategies in which public health agencies need to satisfy the public’s information needs about possible risks while preventing risk exaggeration and dramatization. As a route to providing a framework for understanding public information behaviors in response to an emerging pandemic, this study examined the characteristics of communicative behaviors of social media audiences in response to Ebola outbreak news. Grounded in the social amplification of risks framework, this study adds to an understanding of information behaviors of online audiences by showing empirical differences in audience engagement with online health information. The data were collected from the Centers for Disease Control and Prevention (CDC) Facebook channel. The final data set included 809 CDC posts and 35,916 audience comments. The analysis identified the differences in audience information behaviors in response to an emerging pandemic, Ebola, and health promotion posts. While the CDC had fewer posts on Ebola than health promotion topics, the former received more attention from active page users. Furthermore, audience members who actively engaged with Ebola news had a small overlap with those who engaged with non-Ebola information during the same period. Overall, this study demonstrated that information behavior and audience engagement is topic dependent. Furthermore, audiences who commented on news about an emerging pandemic were homogenous and varied in their degree of information amplification.

scholarly journals Creating Engaging Health Promotion Campaigns on Social Media: Observations and Lessons From Fitbit and Garmin

10.2196/10911 ◽  
2018 ◽  
Vol 20 (12) ◽  
pp. e10911 ◽  
Author(s):  
Sarah Edney ◽  
Svetlana Bogomolova ◽  
Jillian Ryan ◽  
Tim Olds ◽  
Ilea Sanders ◽  
...  
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Promotion Campaigns

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.

Benefits, Challenges, and Social Impact of Health Care Providers’ Adoption of Social Media

2021 ◽  
pp. 089443932110257
Author(s):  
Md Irfanuzzaman Khan ◽  
Jennifer (M.I.) Loh
Keyword(s):  
Health Care ◽  
Social Media ◽  
Health Promotion ◽  
Health Care Providers ◽  
Health Care Professionals ◽  
Community Support ◽  
Care Providers ◽  
Australian Health ◽  
Actual Use ◽  
Use Of Social Media

With the advent of telecommunication technologies and social media, many health care professionals are using social media to communicate with their patients and to promote health. However, the literature reveals a lacuna in our understanding of health care professionals’ perception of their behavioral intentions to use innovations. Using the Unified Technology Acceptance Framework (unified theory of acceptance and use of technology), in-depth interviews were conducted with 16 Australian health care experts to uncover their intent and actual use of social media in their medical practices. Results revealed that social media tools offered five significant benefits such as (i) enhanced communication between health care professionals and their patients, (ii) community support, (iii) enabled e-learning, (iv) enhanced professional network, and (v) expedited health promotion. However, result also revealed barriers to social media usage including (i) inefficiency, (ii) privacy concerns, (iii) poor quality of information, (iv) lack of trust, and (v) blurred professional boundary. Peer influence and supporting conditions were also found to be determinants of social media adoption behaviors among health care professionals. This study has important implications for health care providers, patients, and policy makers on the responsible use of social media, health promotion, and health communication. This research is also among the very few studies that explore Australian health care professionals’ intent and actual use of innovations within a health care setting.

scholarly journals Fan Engagement in Motorsports: A Case of the FIA World Rally Championship

2019 ◽  
Vol 5 (1) ◽  
pp. 31-44
Author(s):  
Hans Erik Næss ◽  
Sam Tickell
Keyword(s):  
Social Media ◽  
Media Campaign ◽  
Audience Engagement ◽  
Media Campaigns ◽  
Building Relationships ◽  
Transmedia Storytelling ◽  
Fan Engagement

Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.

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