scholarly journals Creating Engaging Health Promotion Campaigns on Social Media: Observations and Lessons From Fitbit and Garmin

10.2196/10911 ◽  
2018 ◽  
Vol 20 (12) ◽  
pp. e10911 ◽  
Author(s):  
Sarah Edney ◽  
Svetlana Bogomolova ◽  
Jillian Ryan ◽  
Tim Olds ◽  
Ilea Sanders ◽  
...  
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Promotion Campaigns

scholarly journals Influencing the Conversation About Masculinity and Suicide: Evaluation of the Man Up Multimedia Campaign Using Twitter Data (Preprint)

2017 ◽  
Author(s):  
Marisa Schlichthorst ◽  
Kylie King ◽  
Jackie Turnure ◽  
Suku Sukunesan ◽  
Andrea Phelps ◽  
...  
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Help Seeking ◽  
Performance Measure ◽  
Audience Engagement ◽  
Video Footage ◽  
Traditional Health ◽  
Three Phase ◽  
Traditional Masculinity ◽  
Promotion Campaigns

BACKGROUND It has been suggested that some dominant aspects of traditional masculinity are contributing to the high suicide rates among Australian men. We developed a three-episode documentary called Man Up, which explores the complex relationship between masculinity and suicide and encourages men to question socially imposed rules about what it means to be a man and asks them to open up, express difficult emotions, and seek help if and when needed. We ran a three-phase social media campaign alongside the documentary using 5 channels (Twitter, Facebook, Instagram, YouTube, and Tumblr). OBJECTIVE This study aimed to examine the extent to which the Man Up Twitter campaign influenced the social media conversation about masculinity and suicide. METHODS We used Twitter insights data to assess the reach of and engagement with the campaign (using metrics on followers, likes, retweets, and impressions) and to determine the highest and lowest performing tweets in the campaign (using an aggregated performance measure of reactions). We used original content tweets to determine whether the campaign increased the volume of relevant Twitter conversations (aggregating the number of tweets for selected campaign hashtags over time), and we used a subset of these data to gain insight into the main content themes with respect to audience engagement. RESULTS The campaign generated a strong following that was engaged with the content of the campaign; over its whole duration, the campaign earned approximately 5000 likes and 2500 retweets and gained around 1,022,000 impressions. The highest performing tweets posted by the host included video footage and occurred during the most active period of the campaign (around the screening of the documentary). The volume of conversations in relation to commonly used hashtags (#MANUP, #ABCMANUP, #LISTENUP, and #SPEAKUP) grew in direct relation to the campaign activities, achieving strongest growth during the 3 weeks when the documentary was aired. Strongest engagement was found with content related to help-seeking, masculinity, and expressing emotions. A number of followers tweeted personal stories that revealed overwhelmingly positive perceptions of the content of the documentary and strongly endorsed its messages. CONCLUSIONS The Man Up Twitter campaign triggered conversations about masculinity and suicide that otherwise may not have happened. For some, this may have been game-changing in terms of shifting attitudes toward expressing emotions and reaching out to others for help. The campaign was particularly effective in disseminating information and promoting conversations in real time, an advantage that it had over more traditional health promotion campaigns. This sort of approach could well be adapted to other areas of mental (and physical) health promotion campaigns to increase their reach and effectiveness.

scholarly journals Using Social Media Networks to Engage Men in Conversations on Masculinity and Suicide: Content Analysis of Man Up Facebook Campaign Data

2019 ◽  
Vol 5 (4) ◽  
pp. 205630511988001 ◽  
Author(s):  
Marisa Schlichthorst ◽  
Kylie King ◽  
Lennart Reifels ◽  
Andrea Phelps ◽  
Jane Pirkis
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Health Promotion ◽  
Content Analysis ◽  
Interpersonal Communication ◽  
Help Seeking ◽  
Mental Health Problems ◽  
Social Media Networks ◽  
Male Suicide ◽  
Promotion Campaigns

We analyzed comments published on the Man Up Facebook page ( manuptvseries) during the roll-out of the Man Up digital campaign. The aim was to gain insight into how the public perceived the Man Up campaign and the conversation topics that the campaign instigated. We downloaded Facebook threads (posts and comments) from the manuptvseries page using NCapture and performed conventional content analysis on a random set of comments ( n = 2,236) to identify how the campaign was perceived and what were the popular conversations. Overall, the campaign was perceived extremely positively by the Facebook audience showing many comments endorsing the content of the campaign by sharing among their Facebook community. The strongest themes were expressing emotions, help and support, and masculinity/gender roles which related to the higher level theme of expressions of masculinity. Another strong theme was suicide and topics related to suicide. Comments acknowledged the importance of discussing the issues of male suicide and masculinity publicly. Men were less engaged with topics on masculinity and expressing emotions compared with women and recognized stigma around help-seeking for mental health issues. The Man Up Facebook campaign did foster a public discussion on masculinity and suicide. A gendered approach in mental health promotion is needed with stigma still present for men when seeking help for mental health problems. Social media holds considerable potential for the use of health promotion campaigns aiming to increase interpersonal communication on challenging health topics. Yet, these campaigns need to carefully manage the risk of reinforcing stereotypes.

scholarly journals Influencing the Conversation About Masculinity and Suicide: Evaluation of the Man Up Multimedia Campaign Using Twitter Data

2018 ◽  
Vol 5 (1) ◽  
pp. e14 ◽  
Author(s):  
Marisa Schlichthorst ◽  
Kylie King ◽  
Jackie Turnure ◽  
Suku Sukunesan ◽  
Andrea Phelps ◽  
...  
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Help Seeking ◽  
Performance Measure ◽  
Audience Engagement ◽  
Video Footage ◽  
Traditional Health ◽  
Three Phase ◽  
Traditional Masculinity ◽  
Promotion Campaigns

Background It has been suggested that some dominant aspects of traditional masculinity are contributing to the high suicide rates among Australian men. We developed a three-episode documentary called Man Up, which explores the complex relationship between masculinity and suicide and encourages men to question socially imposed rules about what it means to be a man and asks them to open up, express difficult emotions, and seek help if and when needed. We ran a three-phase social media campaign alongside the documentary using 5 channels (Twitter, Facebook, Instagram, YouTube, and Tumblr). Objective This study aimed to examine the extent to which the Man Up Twitter campaign influenced the social media conversation about masculinity and suicide. Methods We used Twitter insights data to assess the reach of and engagement with the campaign (using metrics on followers, likes, retweets, and impressions) and to determine the highest and lowest performing tweets in the campaign (using an aggregated performance measure of reactions). We used original content tweets to determine whether the campaign increased the volume of relevant Twitter conversations (aggregating the number of tweets for selected campaign hashtags over time), and we used a subset of these data to gain insight into the main content themes with respect to audience engagement. Results The campaign generated a strong following that was engaged with the content of the campaign; over its whole duration, the campaign earned approximately 5000 likes and 2500 retweets and gained around 1,022,000 impressions. The highest performing tweets posted by the host included video footage and occurred during the most active period of the campaign (around the screening of the documentary). The volume of conversations in relation to commonly used hashtags (#MANUP, #ABCMANUP, #LISTENUP, and #SPEAKUP) grew in direct relation to the campaign activities, achieving strongest growth during the 3 weeks when the documentary was aired. Strongest engagement was found with content related to help-seeking, masculinity, and expressing emotions. A number of followers tweeted personal stories that revealed overwhelmingly positive perceptions of the content of the documentary and strongly endorsed its messages. Conclusions The Man Up Twitter campaign triggered conversations about masculinity and suicide that otherwise may not have happened. For some, this may have been game-changing in terms of shifting attitudes toward expressing emotions and reaching out to others for help. The campaign was particularly effective in disseminating information and promoting conversations in real time, an advantage that it had over more traditional health promotion campaigns. This sort of approach could well be adapted to other areas of mental (and physical) health promotion campaigns to increase their reach and effectiveness.

Instagramming our way through public health communication: why and who is using it?

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
R Vareda ◽  
T Garcia ◽  
J Rachadell
Keyword(s):  
Public Health ◽  
Social Media ◽  
Health Promotion ◽  
Health Professionals ◽  
Cross Sectional Study ◽  
Communicable Diseases ◽  
Healthy Lifestyles ◽  
Communication Tool ◽  
Cross Sectional ◽  
Non Communicable Diseases

Abstract Background From disease prevention to health promotion, communication is key for Public Health (PH) practice and, according to the 9th Essential Public Health Operation its goal is to improve populations health literacy and capacity to access, understand and use information. Though social media is frequently presented as a potentially useful tool for PH communication, there is a lack of evidence about its effectiveness and impact on PH outcomes. This study researches Instagram® as a PH tool and aims to know who is using it, what content is shared on the platform and how much engagement there is. Methods This cross-sectional study regards information on 1000 Instagram® posts with the hashtags publichealth, publichealthpromotion, healthpromotion, publichealthmatters and publichealtheducation. Authors categorized post content and creators, and reviewed the number of likes and comments per post to determine engagement. Data analysis was performed on IBM SPSS® Statistics. Results The most common content categories were communicable diseases (n = 383), non-communicable diseases (n = 258) and healthy lifestyles (n = 143). Health professionals post more about communicable diseases (43,6%) and non-professionals about healthy lifestyles (36,1%). Non-professionals (n = 191) post about PH issues almost as much as health professionals (n = 220) and PH associations (n = 201). Most don't reference their sources (n = 821). Posts on communicable diseases have the most likes and comments per post (mean of 172 likes and 3,1 comments). Conclusions Half the Instagram® posts analysed in this study were made by health professionals or organizations. Communicable diseases, non-communicable diseases and healthy lifestyles were the most frequent content categories and had the most engagement. The majority of posts didn't reference their sources. Though Instagram® seems to be a potential PH communication tool, further research is needed to confirm its benefits for PH. Key messages Social media platforms like Instagram® are potentially powerful tools for PH communication. There is a need to understand the efficacy of social media as health promotion tools.

Benefits, Challenges, and Social Impact of Health Care Providers’ Adoption of Social Media

2021 ◽  
pp. 089443932110257
Author(s):  
Md Irfanuzzaman Khan ◽  
Jennifer (M.I.) Loh
Keyword(s):  
Health Care ◽  
Social Media ◽  
Health Promotion ◽  
Health Care Providers ◽  
Health Care Professionals ◽  
Community Support ◽  
Care Providers ◽  
Australian Health ◽  
Actual Use ◽  
Use Of Social Media

With the advent of telecommunication technologies and social media, many health care professionals are using social media to communicate with their patients and to promote health. However, the literature reveals a lacuna in our understanding of health care professionals’ perception of their behavioral intentions to use innovations. Using the Unified Technology Acceptance Framework (unified theory of acceptance and use of technology), in-depth interviews were conducted with 16 Australian health care experts to uncover their intent and actual use of social media in their medical practices. Results revealed that social media tools offered five significant benefits such as (i) enhanced communication between health care professionals and their patients, (ii) community support, (iii) enabled e-learning, (iv) enhanced professional network, and (v) expedited health promotion. However, result also revealed barriers to social media usage including (i) inefficiency, (ii) privacy concerns, (iii) poor quality of information, (iv) lack of trust, and (v) blurred professional boundary. Peer influence and supporting conditions were also found to be determinants of social media adoption behaviors among health care professionals. This study has important implications for health care providers, patients, and policy makers on the responsible use of social media, health promotion, and health communication. This research is also among the very few studies that explore Australian health care professionals’ intent and actual use of innovations within a health care setting.

Online Opinion Leaders in the Health Promotion Digital Era

2021 ◽  
Vol 37 (4) ◽  
pp. 295-309
Author(s):  
Joyce Cheah Lynn-Sze ◽  
◽  
Azlina Kamaruddin ◽  
Keyword(s):  
Public Health ◽  
Decision Making ◽  
Social Media ◽  
Health Promotion ◽  
Health Communication ◽  
Opinion Leader ◽  
Well Being ◽  
Opinion Leaders ◽  
Structured Interviews ◽  
The Public

Health opinion leaders have widely embraced social media for health promotion and public health communication which can make a strong influence on the public decision making. However, despite the growing relevance of public health threats such as infectious diseases, pandemic influenza and natural disasters, research has paid little attention to the qualities of opinion leaders. Moreover, there is limited evidence that public health organisations use social media appropriately to engage in meaningful conversations with audiences. Thus, the aims of the study are to describe principles of communication practised by online opinion leaders to promote health issues, to discuss the strategies of social media used, to explain the opinion leaders’ influence attributes in health decision making and finally to develop a model of online opinion leader in the contemporary health promotion era. Content analysis was conducted on Facebook postings of five selected health opinion leaders. In addition, semi-structured interviews with 10 followers were conducted. The findings of the study revealed that there are three principles of communication practised by online opinion leaders, which are language, interaction and themes. There are three strategies opinion leaders use to influence the public: social connectivity, social support and social consultation. Furthermore, there are five opinion leaders’ attributes that influence the public’s decision making, namely personality, authenticity, trust/credibility, professional knowledge and social position. The model would be beneficial in educating and guiding the current public health opinion leaders in order to establish health and social well-being. Keywords: Online opinion leader, online health communication, public health, two-step flow theory, decision making.

scholarly journals Untangling Truth, Facts, and Opinions: Why Simple Tenets of Science Have Become Uneasy

2019 ◽  
Vol 33 (3) ◽  
pp. 337-341 ◽  
Author(s):  
Paul E. Terry
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Perceived Threat ◽  
Columbia University ◽  
Time Magazine ◽  
Research Education ◽  
Learning And Teaching ◽  
Persuasive Communications ◽  
Health Initiative

TIME magazine selected “The Guardians and the War on Truth” as their 2018 “Person of the Year.” Journalists everywhere urge us to remember writer Jamal Khashoggi’s murder as a harsh testament to the risks of speaking truth to power. But Khashoggi was a perceived threat to a totalitarian government, surely truth is more respected in America, right? Suggest that to the Columbia University School of Law who built a “silencing science tracker” to document “government attempts to restrict or prohibit scientific research, education or discussion.” In this editorial, I argue that researchers who publish their scientific findings in peer-reviewed journals must also embrace the role of “guardians” against the growing assaults on science. In an era where the majority of Americans get their health information via social media, our challenge as scientists is to transcend our basic calling as truth seekers and truth tellers. Closely aligned with this truth guardian’s work in health promotion is the True Health Initiative, a cohort of renowned scientists dedicated to offering “clarity over confusion”; they “work to spread the fundamental evidence and consensus-based truths about lifestyle as medicine.” When purveyors of falsehoods have such unfettered channels as they do today, my hope for scientists and for this journal is that we grow our ambitions relating to curating facts, authoritative dissemination, and persuasive communications alongside our usual work of learning and teaching.

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