Tweet for Behavior Change: Using Social Media for the Dissemination of Public Health Messages.
Tweet for Behavior Change: Using Social Media for the Dissemination of Public Health Messages.
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DOI：
10.2196/publichealth.6313
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发表时间：
2017-03-23
影响因子：
8.5
通讯作者：
Kee F
中科院分区：
文献类型：
--
作者：
Gough A;Hunter RF;Ajao O;Jurek A;McKeown G;Hong J;Barrett E;Ferguson M;McElwee G;McCarthy M;Kee F
社交媒体公共卫生活动具有成本低、覆盖面广的定制信息传递优势，但人们对如何确定其作为诱导态度和行为改变的工具的可行性知之甚少。本研究的目的是测试设计，实施和评估社交媒体干预预防皮肤癌的可行性。一项准实验性可行性研究使用社交媒体（Twitter）传播与阳光下护理和癌症预防有关的不同信息“框架”。第1阶段利用北方爱尔兰癌症慈善机构的Twitter平台（2015年5月1日至7月14日）。经过两周的“清洗”期后，第二阶段（2015年8月1日至9月30日）开始使用定制的Twitter平台。第二阶段还包括一个Thunderclap，用户允许他们的社交媒体账户自动代表他们发布定制消息。信息框架被分为5大类：幽默，震惊或厌恶，信息，个人故事和机会主义。种子用户与一个显着的追随者被联系成为“影响者”在转发活动的内容。干预前后的网络调查记录了北方爱尔兰（人口180万）的皮肤癌预防知识和态度。总共有417，678条推文展示，11，213次参与和1211次转发与我们的活动有关。令人震惊的消息产生了最大的印象（震惊，n=2369;信息，n=2258;幽默，n=1458;故事，n=1680），而幽默的消息产生了更大的参与度（幽默，n=148;震惊，n=147;故事，n= 117;信息，n=100）和更高的参与率相比，故事推文。信息性消息导致最大数量的分享（信息性，n=17;幽默，n=10;震惊，n=9;故事，n=7）。研究结果包括在干预前和干预后基于网络的调查中提高了对皮肤癌严重程度的认识，更好地认识到皮肤癌是最常见的癌症形式（干预前：28.4% [95/335] vs干预后：39.3% [168/428]回答“是”），黑色素瘤最严重（49.1% [165/336] vs 55.5% [238/429]）。结果还显示，受访者对紫外线（UV）暴露和皮肤癌的态度有所改善，对“喜欢晒黑”的同意率有所下降（60.5% [202/334] vs 55.6% [238/428]）。社交媒体传播的公共卫生信息覆盖了北方爱尔兰23%以上的人口。一项基于网络的调查表明，该运动可能有助于改善目标人群对皮肤癌的知识和态度。研究结果表明，令人震惊和幽默的信息产生最大的印象和参与，但信息为基础的信息可能是最共享的。该运动导致的行为变化程度仍有待探讨，但态度和知识的变化是有希望的。社交媒体是传递公共卫生信息的一种廉价、有效的方法。然而，现有的和传统的过程评估方法可能不适合社交媒体。
Social media public health campaigns have the advantage of tailored messaging at low cost and large reach, but little is known about what would determine their feasibility as tools for inducing attitude and behavior change. The aim of this study was to test the feasibility of designing, implementing, and evaluating a social media–enabled intervention for skin cancer prevention. A quasi-experimental feasibility study used social media (Twitter) to disseminate different message “frames” related to care in the sun and cancer prevention. Phase 1 utilized the Northern Ireland cancer charity’s Twitter platform (May 1 to July 14, 2015). Following a 2-week “washout” period, Phase 2 commenced (August 1 to September 30, 2015) using a bespoke Twitter platform. Phase 2 also included a Thunderclap, whereby users allowed their social media accounts to automatically post a bespoke message on their behalf. Message frames were categorized into 5 broad categories: humor, shock or disgust, informative, personal stories, and opportunistic. Seed users with a notable following were contacted to be “influencers” in retweeting campaign content. A pre- and postintervention Web-based survey recorded skin cancer prevention knowledge and attitudes in Northern Ireland (population 1.8 million). There were a total of 417,678 tweet impressions, 11,213 engagements, and 1211 retweets related to our campaign. Shocking messages generated the greatest impressions (shock, n=2369; informative, n=2258; humorous, n=1458; story, n=1680), whereas humorous messages generated greater engagement (humorous, n=148; shock, n=147; story, n=117; informative, n=100) and greater engagement rates compared with story tweets. Informative messages, resulted in the greatest number of shares (informative, n=17; humorous, n=10; shock, n=9; story, n=7). The study findings included improved knowledge of skin cancer severity in a pre- and postintervention Web-based survey, with greater awareness that skin cancer is the most common form of cancer (preintervention: 28.4% [95/335] vs postintervention: 39.3% [168/428] answered “True”) and that melanoma is most serious (49.1% [165/336] vs 55.5% [238/429]). The results also show improved attitudes toward ultraviolet (UV) exposure and skin cancer with a reduction in agreement that respondents “like to tan” (60.5% [202/334] vs 55.6% [238/428]). Social media–disseminated public health messages reached more than 23% of the Northern Ireland population. A Web-based survey suggested that the campaign might have contributed to improved knowledge and attitudes toward skin cancer among the target population. Findings suggested that shocking and humorous messages generated greatest impressions and engagement, but information-based messages were likely to be shared most. The extent of behavioral change as a result of the campaign remains to be explored, however, the change of attitudes and knowledge is promising. Social media is an inexpensive, effective method for delivering public health messages. However, existing and traditional process evaluation methods may not be suitable for social media.