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通过社交媒体评估公共卫生紧急情况期间的消息部署:优化内容的实证测试,以有效传播
Paola Pascual-Ferrá1, Neil Alperstein1, Julia Burleson2
1Loyola University Maryland, Baltimore, MD, United States.
Journal of medical Internet research
|June 11, 2024
概括
规模化快速信息测试 (RMTS) 有效评估了疫苗信心运动的视频属性. 较短,没有字幕的肖像视频在Facebook上通常表现最好,证明了打击健康错误信息的成本有效方法.
科学领域:
- 公共卫生传播 公共卫生传播
- 数字健康干预措施 数字健康干预措施
- 社交媒体分析
背景情况:
- 在信息流行病期间,及时提供健康信息至关重要,以打击错误信息.
- 传统的消息测试往往需要大量的时间和资源.
- 规模化快速信息测试 (RMTS) 方法重新利用社交媒体工具进行有效的信息评估.
研究的目的:
- 用有限的资源和时间展示RMTS用于消息测试.
- 提出并测试一个订阅连续结果变量来测试消息的有效性.
主要方法:
- 为印度的疫苗信心项目开发了12个视频变体 (长度,比例,字幕).
- 在Facebook上测试了4个人口群体的视频.
- 通过观看的百分比和呼叫到行动的点击来衡量用户参与度.
主要成果:
- 在4天的时间里,RMTS获得了334万次浏览量,售价为450美元.
- 短,没有字幕的肖像视频是最有效的.
- 在视频长度和参与度 (P<.001) 之间发现了显著的,尽管很小的关联 (P<.001).
结论:
- RMTS提供快速,大规模的信息属性反.
- 结果强调需要针对特定平台的沟通量身定制.
- RMTS使微妙的消息优化能够超越"一个尺寸适合所有"的方法.
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