Centre for Health Services Research, Faculty of Medicine, The University of Queensland, Brisbane, Queensland, Australia.
Centre for Health Services Research, Faculty of Medicine, The University of Queensland, Brisbane, Queensland, Australia,
Dermatology. 2020;236(2):81-89. doi: 10.1159/000506458. Epub 2020 Feb 25.
Skin cancer places a substantial burden on the health system in Australia. The modernisation of skin cancer prevention interventions by using social media may enhance their contemporary reach and relevance, especially among the youth. This study aimed to analyse Twitter posts in Australia to establish a baseline of skin cancer and sun-related communication trends.
Tweets posted over the summer of 2018/2019 relating to relevant keywords and hashtags such as "slipslopslap" and "sunscreen" were analysed using quantitative and qualitative methods. The number of tweets, related communication patterns, and possible factors for sudden changes in tweet volume were studied.
Results showed that Australians are using Twitter to communicate about their sun-related and skin cancer experiences and to share advice and information on this matter. Overall, Australians use Twitter more frequently to talk about sunscreen (number of tweets between December 2018 and February 2019 = 5,842) and/or skin cancer (n = 3,936), but not so often to communicate about other sun-protective behaviours (n = 1,972) or skin cancer prevention campaigns (n = 108). The number of tweets is greatly affected by the increase in temperature. Celebrities, non-health-related organisations with a high number of followers, and individuals sharing their own skin cancer experiences achieve a substantial number of likes and retweets and thus influence on Twitter regarding skin cancer-related communication.
The results allow deeper understanding of important determinants for effective social media use for health promotion and public health messaging in the future. Linking tweets with temperature, sharing by celebrities or non-health-related organisations and individuals with a high following can all contribute to greater spread of skin cancer and sun-related messages.
皮肤癌给澳大利亚的医疗系统带来了巨大负担。通过使用社交媒体来实现皮肤癌预防干预措施的现代化，可能会增强其现代影响力和相关性，尤其是在年轻人中。本研究旨在分析澳大利亚的 Twitter 帖子，以确定皮肤癌和与太阳相关的传播趋势的基准。
使用定量和定性方法分析了 2018/2019 年夏季发布的与相关关键字和标签（如“slipslopslap”和“防晒霜”）相关的推文。研究了推文数量、相关传播模式以及推文数量突然变化的可能因素。
结果表明，澳大利亚人正在使用 Twitter 来交流他们与太阳相关的和皮肤癌的经验，并分享有关这方面的建议和信息。总体而言，澳大利亚人更频繁地使用 Twitter 来谈论防晒霜（2018 年 12 月至 2019 年 2 月期间的推文数量=5842）和/或皮肤癌（n=3936），但不太经常交流其他防晒行为（n=1972）或皮肤癌预防活动（n=108）。推文数量受温度升高的影响很大。名人、拥有大量粉丝的非健康相关组织以及分享自己皮肤癌经历的个人会获得大量的点赞和转发，从而对有关皮肤癌的传播产生影响。
这些结果使我们能够更深入地了解未来用于健康促进和公共卫生信息传递的有效社交媒体使用的重要决定因素。将推文与温度联系起来、名人或非健康相关组织以及拥有大量关注者的个人进行分享，都可以促进皮肤癌和与太阳相关的信息的更广泛传播。
