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How to Optimize Health Messages About Cancer on Facebook: Mixed-Methods Study.

Priscila Biancovilli1,2, Claudia Jurberg2,3

  • 1Doctoral School of Health Sciences, University of Pécs, Pécs, Hungary.

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|December 20, 2018
PubMed
Summary
This summary is machine-generated.

Cancer messages on Facebook are underutilized; personal stories drive engagement more than science content. Optimizing content can increase public interest in cancer prevention and early detection.

Keywords:
Facebookcancercontent analysishealthsoftware

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Area of Science:

  • Public Health Communication
  • Social Media Analytics
  • Cancer Prevention Strategies

Background:

  • Global cancer incidence is rising, with increased life expectancy as a contributing factor.
  • A significant portion of cancer cases (30-50%) are preventable, and early detection improves prognosis.
  • Effective health communication strategies are crucial for public health initiatives.

Purpose of the Study:

  • To optimize health messages about cancer on Facebook, covering risk factors, prevention, treatment, diagnosis, and cure.
  • To identify which message aspects on Facebook generate the highest user engagement.
  • To develop a tool for automating the analysis of cancer-related Facebook content.

Main Methods:

  • Manual analysis of text, content, and engagement rates across 16 Brazilian Facebook pages focused on cancer.
  • Categorization of 712 posts into themes like 'Testimonies,' 'Science and health,' and 'Risk factors.'
  • Development and testing of a software tool to automate Facebook post analysis, achieving 79.2% accuracy.

Main Results:

  • Categories generating the highest engagement, such as 'Testimonies or real-life stories' (79.5% engagement), were not the most frequent.
  • 'Science and health' content, despite being most frequent (49.4%), ranked fifth in engagement.
  • Analysis revealed a gap between content frequency and audience engagement on cancer-related Facebook pages.

Conclusions:

  • Facebook pages often underutilize their potential for cancer communication by not prioritizing engaging content types.
  • Personal stories and other high-engagement categories are underrepresented in cancer-related Facebook content.
  • The developed software can assist page administrators in analyzing posts to boost public engagement with cancer information.