Evaluating Social Media's Capacity to Develop Engaged Audiences in Health Promotion Settings: Use of Twitter Metrics as a Case Study
Evaluating Social Media's Capacity to Develop Engaged Audiences in Health Promotion Settings: Use of Twitter Metrics as a Case Study
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DOI：
10.1177/1524839912469378
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发表时间：
2013-03-01
影响因子：
1.9
通讯作者：
Fagen, Michael C.
中科院分区：
文献类型：
--
作者：
Neiger, Brad L.;Thackeray, Rosemary;Fagen, Michael C.
在健康促进和公共卫生中使用社交媒体继续越来越受欢迎，尽管文献中报道的大多数内容都是单向的消息传递，缺乏与参与相关的属性，这是社交媒体的核心属性，如果不是中心目的的话。本文定义了参与度，描述了其在最大限度地发挥社会媒体在健康促进中的潜力方面的价值，提出了一个社会媒体参与度的评估层次结构，并以Twitter为例来说明该层次结构在实践中的作用。伙伴关系和参与被认为是社会媒体用于健康促进的最终结果。随着社会媒体在健康促进中的使用朝着这一目标发展，验证进展并为后续战略提供信息的评估指标将变得越来越重要。
Use of social media in health promotion and public health continues to grow in popularity, though most of what is reported in literature represents one-way messaging devoid of attributes associated with engagement, a core attribute, if not the central purpose, of social media. This article defines engagement, describes its value in maximizing the potential of social media in health promotion, proposes an evaluation hierarchy for social media engagement, and uses Twitter as a case study to illustrate how the hierarchy might function in practice. Partnership and participation are proposed as culminating outcomes for social media use in health promotion. As use of social media in health promotion moves toward this end, evaluation metrics that verify progress and inform subsequent strategies will become increasingly important.