Facebook Users' Interactions, Organic Reach, and Engagement in a Smoking Cessation Intervention: Content Analysis
Dávid Pócs1, Otília Adamovits1, Jezdancher Watti1
1Department of Behavioral Sciences, Faculty of Medicine, University of Szeged, Szeged, Hungary.
Journal of Medical Internet Research
|June 21, 2021
Summary
Facebook interactions significantly impact public health campaign reach. While "like" reactions may decrease engagement, "haha" reactions and comments boost organic reach for smoking cessation interventions.
Area of Science:
- Social Media Analysis
- Public Health Communication
- Digital Health Interventions
Background:
- Facebook serves as a viable platform for public health initiatives.
- User interactions on social media can be analyzed to enhance intervention reach and engagement.
- Understanding these interactions is key for optimizing health communication strategies.
Purpose of the Study:
- To investigate the correlation between Facebook user interactions and organic reach/engagement for smoking cessation content.
- To identify which specific user reactions and engagement metrics influence the visibility and impact of public health messages.
Main Methods:
- Analysis of 1025 non-paid Facebook posts on smoking cessation using motivational interviewing.
- Collected data included organic reach (fan/nonfan), engagement indicators (reactions, shares, comments, clicks), and negative interactions (post hides, unlikes).
- Spearman correlation method was employed to analyze the relationships between variables.
Main Results:
- A significant negative correlation was found between organic reach and 'like' reactions (r=-0.418).
- Organic reach showed the strongest positive correlations with 'haha' reactions (r=0.396), comments (r=0.368), and 'love' reactions (r=0.264).
- Nonfan reach positively correlated with shares and clicks, while fan reach correlated with 'haha' reactions, comments, and 'love' reactions.
Conclusions:
- The 'like' reaction may negatively impact algorithmic ranking, while 'haha' reactions and comments show potential advantages.
- Distinguishing between fan-specific and nonfan-specific interactions is crucial for analysis.
- Findings suggest 'haha' reactions, comments, shares, and clicks can increase engagement in Facebook-based health interventions, while negative reactions may decrease it.
Keywords:
behaviorcommenthealth behaviorinternetlanguagelovemotivationpublic healthsmokingsmoking cessationsocial mediaMore Related Videos
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