使用推特消息来接触和吸引公共卫生受众关于与肥胖有关的话题:一个案例研究
Jessica C Goodell1, Danielle M Hewson2, Carmen D Harris3
1Centers for Disease Control and Prevention.
概括
推特有效地让公众参与肥胖问题. 疾病控制和预防中心.
科学领域:
- 公共卫生 公共卫生
- 社交媒体分析
- 卫生沟通健康沟通
背景情况:
- 肥胖是一个重大的公共卫生问题.
- 社交媒体平台为健康沟通提供了新的途径.
- 评估社交媒体对公共卫生信息的有效性至关重要.
研究的目的:
- 评估推特消息的有效性,以接触和吸引关于肥胖的受众.
- 分析Twitter上公共卫生内容的用户参与度量.
主要方法:
- 收集了来自@CDCObesity推特账户 (2012年5月6日至15日) 的推文.
- 分析了189条推特,使用联邦推的指标:广度 (社区规模,增长),深度 (点击率) 和直接参与 (提及,转发率,对话比率).
主要成果:
- 社区规模增长了27% (869名到1101名粉丝).
- 点击率为1%.
- 49.2%的分析推文提到了@CDCObesity,其转发率为46.9%,对话比为0.97:1.
结论:
- 推特账户@CDCObesity展示了有效的覆盖范围和参与度.
- 推特是公共卫生组织与受众建立联系的可行平台.
- 调查结果可以为公共卫生倡议的社交媒体战略评估提供信息.
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