基于 Facebook 的社交营销在澳大利亚原住民社区减少吸烟：对触达率、分享量和点赞量的分析。
Facebook-Based Social Marketing to Reduce Smoking in Australia's First Nations Communities: An Analysis of Reach, Shares, and Likes.
机构信息
Menzies School of Health Research, Charles Darwin University, Casuarina, Australia.
Prevention Research Collaboration, Sydney School of Public Health, The University of Sydney, Sydney, Australia.
出版信息
J Med Internet Res. 2020 Dec 10;22(12):e16927. doi: 10.2196/16927.
BACKGROUND
Facebook is widely used by Australia's First Nations people and has significant potential to promote health. However, evidence-based guidelines for its use in health promotion are lacking. Smoking prevalence among Australia's First Nations people is nearly 3 times higher than other Australians. Locally designed programs in Aboriginal Community Controlled Health Services (ACCHOs) to reduce smoking often use Facebook.
OBJECTIVE
This study reports on an analysis of the reach and engagement of Facebook posts with smoking prevention and cessation messages posted by ACCHOs in the Northern Territory, Australia.
METHODS
Each service posted tobacco control content at least weekly for approximately 6 months. Posts were coded for the following variables: service posted, tailored First Nations Australian content, local or nonlocally produced content, video or nonvideo, communication technique, and emotional appeal. The overall reach, shares, and reactions were calculated.
RESULTS
Compared with posts developed by the health services, posts with content created by other sources had greater reach (adjusted incident rate ratio [IRR] 1.92, 95% CI 1.03-3.59). Similarly, reactions to posts (IRR 1.89, 95% CI 1.40-2.56) and shared posts (IRR 2.17, 95% CI 1.31-3.61) with content created by other sources also had more reactions, after controlling for reach, as did posts with local First Nations content compared with posts with no First Nations content (IRR 1.71, 95% CI 1.21-2.34).
CONCLUSIONS
Facebook posts with nonlocally produced content can be an important component of a social media campaign run by local health organizations. With the exception of nonlocally produced content, we did not find a definitive set of characteristics that were clearly associated with reach, shares, and reactions. Beyond reach, shares, and likes, further research is needed to understand the extent that social media content can influence health behavior.
背景
脸书在澳大利亚原住民中被广泛使用，在促进健康方面具有巨大的潜力。然而，在健康促进中使用它的循证指南却缺乏。澳大利亚原住民的吸烟率是其他澳大利亚人的近 3 倍。在澳大利亚土著社区控制的健康服务中心（ACCHOs）中，为减少吸烟而设计的地方方案经常使用脸书。
目的
本研究报告了对澳大利亚北领地 ACCHOs 发布的预防和戒烟吸烟预防和戒烟的脸书帖子的传播范围和参与度的分析。
方法
每个服务机构每周至少发布一次与烟草控制相关的内容，大约持续 6 个月。帖子根据以下变量进行编码：服务机构发布的内容、针对特定的澳大利亚原住民的内容、本地或非本地制作的内容、视频或非视频、沟通技巧和情感诉求。计算了总体传播范围、分享和反应。
结果
与由卫生服务机构制作的帖子相比，由其他来源制作的内容的帖子具有更大的传播范围（调整后的发病率比 [IRR] 1.92，95%CI 1.03-3.59）。同样，与由卫生服务机构制作的帖子相比，对由其他来源制作的内容的帖子的反应（IRR 1.89，95%CI 1.40-2.56）和分享（IRR 2.17，95%CI 1.31-3.61）也有更多的反应，在控制了传播范围后也是如此，与没有原住民内容的帖子相比，有本地原住民内容的帖子（IRR 1.71，95%CI 1.21-2.34）也是如此。
结论
由当地卫生组织运行的社交媒体活动中，非本地制作的内容的脸书帖子可以成为一个重要的组成部分。除了非本地制作的内容外，我们没有发现一组明确与传播范围、分享和反应相关的特征。除了传播范围、分享和点赞之外，还需要进一步研究来了解社交媒体内容在多大程度上可以影响健康行为。
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