数字志愿者作为值得信赖的公共卫生传播者
Melissa Dunn Silesky1, Jennifer Sittig1, Darshana Panchal1
11The Public Good Projects, San Diego, CA, USA.
Health promotion practice
|December 30, 2023
概括
公共卫生活动可以利用无薪数字志愿者 (DV) 与付费的社交媒体影响者一起,以放大COVID-19疫苗接种信息. 关键策略包括有针对性的招聘和灵活的参与定义,以实现最佳的竞选覆盖范围.
科学领域:
- 公共卫生传播 公共卫生传播
- 数字健康数字健康
- 社会媒体参与度 社交媒体参与度
背景情况:
- 社交媒体影响者和无偿数字志愿者 (DVs) 越来越多地被卫生活动用来传播公共卫生信息.
- 数字志愿者提供了一种具有成本效益的方法来补充受影响者驱动的消息策略.
- 埃尔比肯网络特别针对西班牙裔社区,通过社交媒体发出支持COVID-19疫苗接种的信息.
研究的目的:
- 评估公共卫生活动中数字志愿者的招聘和参与过程.
- 确定利用数字志愿者来补充影响者主导的健康信息的最佳实践.
- 评估社交媒体策略在接触特定社区人口结构方面的有效性.
主要方法:
- 自2021年以来,为El Beacon网络招募了3,001名数字志愿者.
- 使用Facebook广告管理器,Sprout Social和Hubspot等平台跟踪流程指标.
- 监测关键绩效指标,包括志愿者注册,每线索成本,广告性能,印象,参与度和新闻通讯指标.
主要成果:
- 该研究成功地招募了大量数字志愿者网络,用于针对性的公共卫生活动.
- 追踪了各种流程指标,以评估活动绩效和志愿者参与.
- 收集的数据为管理数字志愿者网络的操作方面提供了洞察力.
结论:
- 招募和留住数字志愿者的最佳实践对于优化公共卫生活动结果至关重要.
- 针对特定的DV受众,保持响应能力和定义灵活的参与是关键策略.
- 付费影响者可以在建立数字志愿者网络的初始动力方面发挥重要作用.
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