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Exploring Topics, Emotions, and Sentiments in Health Organization Posts and Public Responses on Instagram: Content

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Area of Science:

  • Public health communication
  • Digital health
  • Social media analysis

Background:

  • Social media is crucial for health organizations to disseminate information and combat misinformation.
  • Effective online communication is key to fostering a healthier society.

Purpose of the Study:

  • To categorize health organization content on social media by topic.
  • To analyze public engagement, sentiment, and emotions related to these topics.
  • To identify discrepancies in fear expression between organizational messages and public responses.

Main Methods:

  • Collected 6082 posts and 82,982 comments from 8 global health organizations' Instagram accounts.
  • Utilized BERTopic for topic modeling to categorize content.
  • Analyzed engagement metrics, sentiment, and emotions in posts and public responses, focusing on fear.

Main Results:

  • COVID-19, vaccines, and humanitarian crises topics received the highest engagement.
  • Vaccine and monkeypox topics generated the most negative public responses.
  • Fear dominated organizational posts, while public responses showed more anger, especially regarding vaccines, with notable fear gaps on mask-wearing and influenza vaccines.

Conclusions:

  • Transparent communication considering public emotional responses is vital for health organizations, especially concerning vaccines.
  • Understanding online social dynamics aids in building trust, combating misinformation, and promoting informed health behaviors.