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Adding visuals to tweets about public health topics like #CDCGrandRounds and #VitalSigns can increase retweets. The impact of visual cues varied, suggesting further research is needed for optimal strategy.

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Area of Science:

  • Public Health Communication
  • Social Media Analytics
  • Digital Epidemiology

Background:

  • The Centers for Disease Control and Prevention (CDC) utilizes Twitter to disseminate public health information through initiatives like 'Public Health Grand Rounds' and 'Vital Signs'.
  • Hashtags #CDCGrandRounds and #VitalSigns are employed to promote these communications on Twitter.
  • Understanding factors influencing tweet engagement is crucial for effective public health messaging.

Purpose of the Study:

  • To quantify the impact of specific elements within tweets on retweet frequency.
  • To analyze the effect of hashtag count, mention count, URL count, and the inclusion of visual cues on the retweets of #CDCGrandRounds and #VitalSigns tweets.

Main Methods:

  • Utilized Twitter Search API to retrieve original tweets containing #CDCGrandRounds and #VitalSigns.
  • Applied negative binomial regression models to assess the association between retweet frequency and predictors like hashtag count, mention count, and URL count.
  • Manually coded a subset of high-retweet tweets for the presence of visual cues (images or videos) and analyzed their impact using univariable negative binomial regression.

Main Results:

  • URL links were found to significantly increase retweet frequency for both #CDCGrandRounds and #VitalSigns tweets.
  • The influence of hashtag and mention counts on retweet frequency differed between the two corpora.
  • Visual cues demonstrated a statistically significant impact on retweet frequency, with the magnitude of this effect varying across different cycles of the campaigns.

Conclusions:

  • Attaching visual cues to public health tweets can enhance their retweet frequency, although the effect is not uniform across all content cycles.
  • The effectiveness of visual cues varies, necessitating further investigation into optimal visual strategies for maximizing the reach of public health messages on social media.
  • Future research should focus on identifying specific types of visual content that yield the greatest engagement for public health campaigns.