Social media use by community-based organizations conducting health promotion: a content analysis
Social media use by community-based organizations conducting health promotion: a content analysis
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DOI：
10.1186/1471-2458-13-1129
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发表时间：
2013-12-05
影响因子：
4.5
通讯作者：
Viswanath, Kasisomayajula
中科院分区：
文献类型：
--
作者：
Ramanadhan, Shoba;Mendez, Samuel R.;Viswanath, Kasisomayajula
背景：社区组织（CBO）是提供健康促进计划的重要渠道。他们的大部分影响力来自他们与社区成员和其他关键利益相关者的关系，他们可能能够利用社交媒体工具的力量来发展和维护这些关系。描述社区组织是否以及如何使用社交媒体的数据有限。本研究评估在何种程度上从事健康促进的社区组织使用流行的社会媒体渠道，通常共享的内容类型，以及在何种程度上的社会媒体tools.Methods的互动方面：我们评估了社会媒体的存在和使用模式的社区组织从事健康促进在波士顿，劳伦斯，伍斯特，马萨诸塞州。我们在三个流行的频道上编码内容：Facebook，Twitter和YouTube。我们使用内容分析技术分别对这些频道上的帖子、推文和视频进行了定量总结。对于每个组织，我们在30天的窗口内对CBO在三个频道上提出的所有内容进行编码。两名编码员接受培训并进行编码。结果：2011年11月至2012年1月，共纳入166个单位。我们发现，42%的组织使用至少一个感兴趣的渠道。在这三个渠道中，组织推广是最常见的内容主题（66%的帖子，63%的推文和93%的视频包含此内容）。大多数组织更新Facebook和Twitter内容的频率接近建议的频率。我们发现有限的互动/参与与audience members.Conclusions：社会媒体工具的使用似乎是单向的，从组织到观众的信息流。通过更好地利用互动和用户参与的机会，这些组织可以从使用社交媒体所需的重要投资中获得更大的利益。未来的研究应评估使用模式和组织特征，工作人员的观点和观众参与之间的联系。
Background: Community-based organizations (CBOs) are critical channels for the delivery of health promotion programs. Much of their influence comes from the relationships they have with community members and other key stakeholders and they may be able to harness the power of social media tools to develop and maintain these relationships. There are limited data describing if and how CBOs are using social media. This study assesses the extent to which CBOs engaged in health promotion use popular social media channels, the types of content typically shared, and the extent to which the interactive aspects of social media tools are utilized.Methods: We assessed the social media presence and patterns of usage of CBOs engaged in health promotion in Boston, Lawrence, and Worcester, Massachusetts. We coded content on three popular channels: Facebook, Twitter, and YouTube. We used content analysis techniques to quantitatively summarize posts, tweets, and videos on these channels, respectively. For each organization, we coded all content put forth by the CBO on the three channels in a 30-day window. Two coders were trained and conducted the coding. Data were collected between November 2011 and January 2012.Results: A total of 166 organizations were included in our census. We found that 42% of organizations used at least one of the channels of interest. Across the three channels, organization promotion was the most common theme for content (66% of posts, 63% of tweets, and 93% of videos included this content). Most organizations updated Facebook and Twitter content at rates close to recommended frequencies. We found limited interaction/engagement with audience members.Conclusions: Much of the use of social media tools appeared to be uni-directional, a flow of information from the organization to the audience. By better leveraging opportunities for interaction and user engagement, these organizations can reap greater benefits from the non-trivial investment required to use social media well. Future research should assess links between use patterns and organizational characteristics, staff perspectives, and audience engagement.