Norwegian Centre for E-health Research, University Hospital of North Norway, Tromsø, Norway.
Department of Electronic Technology, University of Seville, Seville, Spain.
J Med Internet Res. 2020 Sep 29;22(9):e21204. doi: 10.2196/21204.
Diabetes patient associations and diabetes-specific patient groups around the world are present on social media. Although active participation and engagement in these diabetes social media groups has been mostly linked to positive effects, very little is known about the content that is shared on these channels or the post features that engage their users the most.
The objective of this study was to analyze (1) the content and features of posts shared over a 3-year period on 3 diabetes social media channels (Facebook, Twitter, and Instagram) of a diabetes association, and (2) users' engagement with these posts (likes, comments, and shares).
All social media posts published from the Norwegian Diabetes Association between January 1, 2017, and December 31, 2019, were extracted. Two independent reviewers classified the posts into 7 categories based on their content. The interrater reliability was calculated using Cohen kappa. Regression analyses were carried out to analyze the effects of content topic, social media channel, and post features on users' engagement (likes, comments, and shares).
A total of 1449 messages were posted. Posts of interviews and personal stories received 111% more likes, 106% more comments, and 112% more shares than miscellaneous posts (all P<.001). Messages posted about awareness days and other celebrations were 41% more likely to receive likes than miscellaneous posts (P<.001). Conversely, posts on research and innovation received 31% less likes (P<.001), 35% less comments (P=.02), and 25% less shares (P=.03) than miscellaneous posts. Health education posts received 38% less comments (P=.003) but were shared 39% more than miscellaneous posts (P=.007). With regard to social media channel, Facebook and Instagram posts were both 35 times more likely than Twitter posts to receive likes, and 60 times and almost 10 times more likely to receive comments, respectively (P<.001). Compared to text-only posts, those with videos had 3 times greater chance of receiving likes, almost 4 times greater chance of receiving comments, and 2.5 times greater chance of being shared (all P<.001). Including both videos and emoji in posts increased the chances of receiving likes by almost 7 times (P<.001). Adding an emoji to posts increased their chances of receiving likes and being shared by 71% and 144%, respectively (P<.001).
Diabetes social media users seem to be least engaged in posts with content topics that a priori could be linked to greater empowerment: research and innovation on diabetes, and health education. Diabetes social media groups, public health authorities, and other stakeholders interested in sharing research and innovation content and promoting health education on social media should consider including videos and emoji in their posts, and publish on popular and visual-based social media channels, such as Facebook and Instagram, to increase user engagement.
INTERNATIONAL REGISTERED REPORT IDENTIFIER (IRRID): RR2-10.1186/s12913-018-3178-7.
世界各地的糖尿病患者协会和糖尿病特定患者群体都活跃在社交媒体上。尽管参与这些糖尿病社交媒体群组的活动大多与积极影响相关，但关于这些渠道上分享的内容或最能吸引用户的帖子特征，我们知之甚少。
本研究旨在分析（1）糖尿病协会在 3 个社交媒体渠道（Facebook、Twitter 和 Instagram）上发布的帖子的内容和特征，这些帖子是在 3 年内发布的；（2）用户对这些帖子的参与度（点赞、评论和分享）。
提取 2017 年 1 月 1 日至 2019 年 12 月 31 日期间挪威糖尿病协会在社交媒体上发布的所有帖子。两名独立的审阅者根据帖子的内容将其分为 7 个类别。使用 Cohen kappa 计算组内一致性。进行回归分析以分析内容主题、社交媒体渠道和帖子特征对用户参与度（点赞、评论和分享）的影响。
共发布了 1449 条消息。采访和个人故事类帖子比杂项帖子获得了 111%的点赞、106%的评论和 112%的分享（均 P<.001）。关于意识日和其他庆祝活动的消息比杂项帖子获得点赞的可能性高 41%（P<.001）。相反，关于研究和创新的帖子比杂项帖子获得点赞（P<.001）、评论（P=.02）和分享（P=.03）的次数分别少 31%、35%和 25%。健康教育帖子的评论少了 38%（P=.003），但比杂项帖子分享的次数多了 39%（P=.007）。就社交媒体渠道而言，Facebook 和 Instagram 帖子获得点赞的可能性是 Twitter 帖子的 35 倍，获得评论的可能性是 Twitter 帖子的 60 倍和近 10 倍（均 P<.001）。与纯文本帖子相比，包含视频的帖子获得点赞的几率增加了 3 倍，获得评论的几率增加了近 4 倍，获得分享的几率增加了 2.5 倍（均 P<.001）。在帖子中同时包含视频和表情符号，获得点赞的几率增加了近 7 倍（P<.001）。在帖子中添加表情符号可使获得点赞和分享的几率分别增加 71%和 144%（均 P<.001）。
糖尿病社交媒体用户似乎对那些从理论上可以与更大的赋权相关的内容主题的帖子参与度最低：与糖尿病相关的研究和创新，以及健康教育。对社交媒体上分享研究和创新内容以及促进健康教育感兴趣的糖尿病社交媒体群组、公共卫生当局和其他利益相关者，应考虑在帖子中包含视频和表情符号，并在受欢迎和基于视觉的社交媒体渠道（如 Facebook 和 Instagram）上发布，以增加用户参与度。
国际标准化组织报告标识符（IRRID）：RR2-10.1186/s12913-018-3178-7.
