The use of social networking platforms for sexual health promotion: identifying key strategies for successful user engagement.
The use of social networking platforms for sexual health promotion: identifying key strategies for successful user engagement.
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DOI：
10.1186/s12889-015-1396-z
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发表时间：
2015-02-06
影响因子：
4.5
通讯作者：
Hellard ME
中科院分区：
文献类型：
--
作者：
Veale HJ;Sacks-Davis R;Weaver ER;Pedrana AE;Stoové MA;Hellard ME
Facebook和Twitter等在线社交网络平台迅速普及，互动机会增强了它们促进健康的潜力。这些平台被用于性健康宣传，但在接触和吸引用户方面取得了不同程度的成功。我们的目标是确定能够吸引大量用户的Facebook和Twitter个人资料，并确定用于成功吸引和吸引这些平台上的性健康促进用户的策略。通过之前的系统回顾，我们确定了活跃的Facebook （n = 60）和Twitter （n = 40）进行性健康促进的个人资料，并评估了一个月的个人资料活动。我们对好友和粉丝数量（覆盖面）以及社交媒体互动进行了定量评估，并利用综合得分对个人资料进行了“参与度成功”排名。探讨了主持人活动、覆盖面和互动指标之间的关联。使用主题框架分析排名前十的Facebook和Twitter个人资料的内容，并与五个表现不佳的个人资料进行比较，以确定成功用户参与的策略。能够成功吸引大量用户的配置文件比排名较低的配置文件更活跃，每个用户的交互水平更高。排名前十位的个人资料使用的策略包括：定期发布帖子/tweet（排名靠前的个人资料每月平均发布46条或124条tweet，而表现不佳的个人资料每月平均发布6条或6条tweet）；与用户的个性化互动（85%的排名靠前的个人资料，0%的表现不佳的个人资料）；通过提问鼓励互动和对话（100%对40%）。上传多媒体材料（80%对30%）和突出名人参与（70%对10%）也是关键策略。社交网络平台上成功的在线参与度可以通过定量（用户数量和互动）和基本的定性内容分析来衡量。我们将主持人活动的数量和类型确定为成功的关键策略，特别是与用户进行定期个性化互动，鼓励对话，上传多媒体和相关链接，并突出名人参与。这些发现为通过社交网络平台实现高水平的在线参与以支持成功的健康促进举措提供了宝贵的见解。本文的在线版本（doi:10.1186/s12889-015-1396-z）包含补充材料，授权用户可以使用。
Online social networking platforms such as Facebook and Twitter have grown rapidly in popularity, with opportunities for interaction enhancing their health promotion potential. Such platforms are being used for sexual health promotion but with varying success in reaching and engaging users. We aimed to identify Facebook and Twitter profiles that were able to engage large numbers of users, and to identify strategies used to successfully attract and engage users in sexual health promotion on these platforms. We identified active Facebook (n = 60) and Twitter (n = 40) profiles undertaking sexual health promotion through a previous systematic review, and assessed profile activity over a one-month period. Quantitative measures of numbers of friends and followers (reach) and social media interactions were assessed, and composite scores used to give profiles an ‘engagement success’ ranking. Associations between host activity, reach and interaction metrics were explored. Content of the top ten ranked Facebook and Twitter profiles was analysed using a thematic framework and compared with five poorly performing profiles to identify strategies for successful user engagement. Profiles that were able to successfully engage large numbers of users were more active and had higher levels of interaction per user than lower-ranked profiles. Strategies used by the top ten ranked profiles included: making regular posts/tweets (median 46 posts or 124 tweets/month for top-ranked profiles versus six posts or six tweets for poorly-performing profiles); individualised interaction with users (85% of top-ranked profiles versus 0% for poorly-performing profiles); and encouraging interaction and conversation by posing questions (100% versus 40%). Uploading multimedia material (80% versus 30%) and highlighting celebrity involvement (70% versus 10%) were also key strategies. Successful online engagement on social networking platforms can be measured through quantitative (user numbers and interactions) and basic qualitative content analysis. We identified the amount and type of host activity as key strategies for success, and in particular, regular individualised interaction with users, encouraging conversation, uploading multimedia and relevant links, and highlighting celebrity involvement. These findings provide valuable insight for achieving a high level of online engagement through social networking platforms to support successful health promotion initiatives. The online version of this article (doi:10.1186/s12889-015-1396-z) contains supplementary material, which is available to authorized users.
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DOI：
10.1080/14703290110035428
发表时间：
2001-05-01
期刊：
INNOVATIONS IN EDUCATION AND TRAINING INTERNATIONAL
影响因子：
--
作者：
Cairncross, S;Mannion, M
通讯作者：
Mannion, M
酷儿作为f ** k：通过社交网站吸引和吸引同性恋者在性健康促进中。
影响因子：
7.4
作者：
Pedrana A;Hellard M;Gold J;Ata N;Chang S;Howard S;Asselin J;Ilic O;Batrouney C;Stoove M
通讯作者：
Stoove M
影响因子：
3.8
作者：
Boulos, Maged N. Kamel;Wheeler, Steve
通讯作者：
Wheeler, Steve
DOI：
10.1111/j.1083-6101.2007.00393.x
发表时间：
2007-10-01
影响因子：
7.2
作者：
Boyd, Danah M.;Ellison, Nicole B.
通讯作者：
Ellison, Nicole B.
影响因子：
2.4
作者：
Neville LM;O'Hara B;Milat AJ
通讯作者：
Milat AJ