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Analyzing Twitter for Community-Level Public Health Messaging
Kalie M Mayberry1, Jonathan P Scaccia, Mary Louise Mitsdarffer
1Berkman Klein Center for Internet and Society, Harvard University, Cambridge, Massachusetts (Ms Mayberry); Dawn Chorus Group, Reading, Pennsylvania (Dr Scaccia); and Center for Community Research and Service, Biden School, University of Delaware, Newark, Delaware (Dr Mitsdarffer). This work is funded, in part, by Centers for Disease Control and Prevention (CDC) grant award #: 6 NU21IP000596-01-01. These results do not necessarily represent the views of the US Department of Health and Human Services (HHS), or the CDC, nor does it imply endorsement of the material's methods or findings.
Abstract:
Funded in 2021 by the Centers for Disease Control and Prevention, Communities RISE Together (RISE) aims to increase the reach and effectiveness of messages to address vaccine hesitancy to further health equity. Twitter is a predominant social media source used by communities to share messaging and factual local information with constituents. We looked at the Twitter accounts of the organizations in 10 regional communities to examine social media communication patterns to guide how to increase messaging engagement. Specifically, we focused on Twitter post content, likes, and retweets. Our findings identified certain words-such as "food," "older adults," "equity," and "covid"-that were most associated with increased likes and retweets on the platform. However, the strongest predictor of receiving likes and retweets is the number of followers. Sentiment was a significant, but not meaningful, predictor of tweet engagement.
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