Cargando…

COVID-19 Messaging on Social Media for American Indian and Alaska Native Communities: Thematic Analysis of Audience Reach and Web Behavior

BACKGROUND: During the COVID-19 pandemic, tribal and health organizations used social media to rapidly disseminate public health guidance highlighting protective behaviors such as masking and vaccination to mitigate the pandemic’s disproportionate burden on American Indian and Alaska Native (AI/AN)...

Descripción completa

Detalles Bibliográficos
Autores principales: Weeks, Rose, White, Sydney, Hartner, Anna-Maria, Littlepage, Shea, Wolf, Jennifer, Masten, Kristin, Tingey, Lauren
Formato: Online Artículo Texto
Lenguaje:English
Publicado: JMIR Publications 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9709694/
https://www.ncbi.nlm.nih.gov/pubmed/36471705
http://dx.doi.org/10.2196/38441
_version_ 1784841214304976896
author Weeks, Rose
White, Sydney
Hartner, Anna-Maria
Littlepage, Shea
Wolf, Jennifer
Masten, Kristin
Tingey, Lauren
author_facet Weeks, Rose
White, Sydney
Hartner, Anna-Maria
Littlepage, Shea
Wolf, Jennifer
Masten, Kristin
Tingey, Lauren
author_sort Weeks, Rose
collection PubMed
description BACKGROUND: During the COVID-19 pandemic, tribal and health organizations used social media to rapidly disseminate public health guidance highlighting protective behaviors such as masking and vaccination to mitigate the pandemic’s disproportionate burden on American Indian and Alaska Native (AI/AN) communities. OBJECTIVE: Seeking to provide guidance for future communication campaigns prioritizing AI/AN audiences, this study aimed to identify Twitter post characteristics associated with higher performance, measured by audience reach (impressions) and web behavior (engagement rate). METHODS: We analyzed Twitter posts published by a campaign by the Johns Hopkins Center for Indigenous Health from July 2020 to June 2021. Qualitative analysis was informed by in-depth interviews with members of a Tribal Advisory Board and thematically organized according to the Health Belief Model. A general linearized model was used to analyze associations between Twitter post themes, impressions, and engagement rates. RESULTS: The campaign published 162 Twitter messages, which organically generated 425,834 impressions and 6016 engagements. Iterative analysis of these Twitter posts identified 10 unique themes under theory- and culture-related categories of framing knowledge, cultural messaging, normalizing mitigation strategies, and interactive opportunities, which were corroborated by interviews with Tribal Advisory Board members. Statistical analysis of Twitter impressions and engagement rate by theme demonstrated that posts featuring culturally resonant community role models (P=.02), promoting web-based events (P=.002), and with messaging as part of Twitter Chats (P<.001) were likely to generate higher impressions. In the adjusted analysis controlling for the date of posting, only the promotion of web-based events (P=.003) and Twitter Chat messaging (P=.01) remained significant. Visual, explanatory posts promoting self-efficacy (P=.01; P=.01) and humorous posts (P=.02; P=.01) were the most likely to generate high–engagement rates in both the adjusted and unadjusted analysis. CONCLUSIONS: Results from the 1-year Twitter campaign provide lessons to inform organizations designing social media messages to reach and engage AI/AN social media audiences. The use of interactive events, instructional graphics, and Indigenous humor are promising practices to engage community members, potentially opening audiences to receiving important and time-sensitive guidance.
format Online
Article
Text
id pubmed-9709694
institution National Center for Biotechnology Information
language English
publishDate 2022
publisher JMIR Publications
record_format MEDLINE/PubMed
spelling pubmed-97096942022-12-01 COVID-19 Messaging on Social Media for American Indian and Alaska Native Communities: Thematic Analysis of Audience Reach and Web Behavior Weeks, Rose White, Sydney Hartner, Anna-Maria Littlepage, Shea Wolf, Jennifer Masten, Kristin Tingey, Lauren JMIR Infodemiology Original Paper BACKGROUND: During the COVID-19 pandemic, tribal and health organizations used social media to rapidly disseminate public health guidance highlighting protective behaviors such as masking and vaccination to mitigate the pandemic’s disproportionate burden on American Indian and Alaska Native (AI/AN) communities. OBJECTIVE: Seeking to provide guidance for future communication campaigns prioritizing AI/AN audiences, this study aimed to identify Twitter post characteristics associated with higher performance, measured by audience reach (impressions) and web behavior (engagement rate). METHODS: We analyzed Twitter posts published by a campaign by the Johns Hopkins Center for Indigenous Health from July 2020 to June 2021. Qualitative analysis was informed by in-depth interviews with members of a Tribal Advisory Board and thematically organized according to the Health Belief Model. A general linearized model was used to analyze associations between Twitter post themes, impressions, and engagement rates. RESULTS: The campaign published 162 Twitter messages, which organically generated 425,834 impressions and 6016 engagements. Iterative analysis of these Twitter posts identified 10 unique themes under theory- and culture-related categories of framing knowledge, cultural messaging, normalizing mitigation strategies, and interactive opportunities, which were corroborated by interviews with Tribal Advisory Board members. Statistical analysis of Twitter impressions and engagement rate by theme demonstrated that posts featuring culturally resonant community role models (P=.02), promoting web-based events (P=.002), and with messaging as part of Twitter Chats (P<.001) were likely to generate higher impressions. In the adjusted analysis controlling for the date of posting, only the promotion of web-based events (P=.003) and Twitter Chat messaging (P=.01) remained significant. Visual, explanatory posts promoting self-efficacy (P=.01; P=.01) and humorous posts (P=.02; P=.01) were the most likely to generate high–engagement rates in both the adjusted and unadjusted analysis. CONCLUSIONS: Results from the 1-year Twitter campaign provide lessons to inform organizations designing social media messages to reach and engage AI/AN social media audiences. The use of interactive events, instructional graphics, and Indigenous humor are promising practices to engage community members, potentially opening audiences to receiving important and time-sensitive guidance. JMIR Publications 2022-11-25 /pmc/articles/PMC9709694/ /pubmed/36471705 http://dx.doi.org/10.2196/38441 Text en ©Rose Weeks, Sydney White, Anna-Maria Hartner, Shea Littlepage, Jennifer Wolf, Kristin Masten, Lauren Tingey. Originally published in JMIR Infodemiology (https://infodemiology.jmir.org), 25.11.2022. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in JMIR Infodemiology, is properly cited. The complete bibliographic information, a link to the original publication on https://infodemiology.jmir.org/, as well as this copyright and license information must be included.
spellingShingle Original Paper
Weeks, Rose
White, Sydney
Hartner, Anna-Maria
Littlepage, Shea
Wolf, Jennifer
Masten, Kristin
Tingey, Lauren
COVID-19 Messaging on Social Media for American Indian and Alaska Native Communities: Thematic Analysis of Audience Reach and Web Behavior
title COVID-19 Messaging on Social Media for American Indian and Alaska Native Communities: Thematic Analysis of Audience Reach and Web Behavior
title_full COVID-19 Messaging on Social Media for American Indian and Alaska Native Communities: Thematic Analysis of Audience Reach and Web Behavior
title_fullStr COVID-19 Messaging on Social Media for American Indian and Alaska Native Communities: Thematic Analysis of Audience Reach and Web Behavior
title_full_unstemmed COVID-19 Messaging on Social Media for American Indian and Alaska Native Communities: Thematic Analysis of Audience Reach and Web Behavior
title_short COVID-19 Messaging on Social Media for American Indian and Alaska Native Communities: Thematic Analysis of Audience Reach and Web Behavior
title_sort covid-19 messaging on social media for american indian and alaska native communities: thematic analysis of audience reach and web behavior
topic Original Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9709694/
https://www.ncbi.nlm.nih.gov/pubmed/36471705
http://dx.doi.org/10.2196/38441
work_keys_str_mv AT weeksrose covid19messagingonsocialmediaforamericanindianandalaskanativecommunitiesthematicanalysisofaudiencereachandwebbehavior
AT whitesydney covid19messagingonsocialmediaforamericanindianandalaskanativecommunitiesthematicanalysisofaudiencereachandwebbehavior
AT hartnerannamaria covid19messagingonsocialmediaforamericanindianandalaskanativecommunitiesthematicanalysisofaudiencereachandwebbehavior
AT littlepageshea covid19messagingonsocialmediaforamericanindianandalaskanativecommunitiesthematicanalysisofaudiencereachandwebbehavior
AT wolfjennifer covid19messagingonsocialmediaforamericanindianandalaskanativecommunitiesthematicanalysisofaudiencereachandwebbehavior
AT mastenkristin covid19messagingonsocialmediaforamericanindianandalaskanativecommunitiesthematicanalysisofaudiencereachandwebbehavior
AT tingeylauren covid19messagingonsocialmediaforamericanindianandalaskanativecommunitiesthematicanalysisofaudiencereachandwebbehavior