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Colorectal Cancer Racial Equity Post Volume, Content, and Exposure: Observational Study Using Twitter Data.

Chau Tong1,2, Drew Margolin3, Jeff Niederdeppe3,4

  • 1School of Journalism, University of Missouri, Columbia, MO, United States.

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Summary

Social media posts on colorectal cancer (CRC) racial health equity are limited, but expert and broker accounts effectively reach underserved audiences. Public health efforts should encourage more actionable content sharing to reduce cancer disparities.

Keywords:
TwitterXcancer communicationcolorectal cancerhealth disparitiesinformation exposureracial equity information

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Area of Science:

  • Public Health
  • Health Communication
  • Social Media Analysis

Background:

  • Racial inequity in colorectal cancer (CRC) outcomes is a significant public health concern.
  • Social media platforms offer potential for disseminating health equity information but their role in CRC racial equity is understudied.

Purpose of the Study:

  • To analyze the volume, content, and reach of tweets concerning racial health equity in CRC from identified disseminator accounts on Twitter (now X).
  • To understand the impact of expert and broker accounts in sharing CRC racial equity information.

Main Methods:

  • Identified 798 CRC equity disseminator accounts on Twitter posting between 2019-2021.
  • Analyzed 1134 tweets for content related to racial equity in CRC, categorizing by account type (expert/nonexpert).
  • Evaluated exposure via follower reach and the role of broker accounts in information dissemination.

Main Results:

  • Only 5.8% of CRC tweets from disseminators mentioned minoritized groups.
  • Most tweets focused on outcome disparities (57%), with limited actionable content on symptoms (1%) or screening (14%).
  • Expert accounts were more active; broker accounts showed the highest capacity to expose followers to equity content.

Conclusions:

  • Expert and broker accounts are vital for disseminating CRC racial equity information on social media.
  • Broker accounts are crucial for reaching unexposed audiences, despite the low volume of equity-focused content.
  • Public health practitioners should promote actionable content and amplify its reach to reduce cancer disparities.