Hopfer Suellen, Phillips Kalani Kieu-Diem, Weinzierl Maxwell, Vasquez Hannah E, Alkhatib Sarah, Harabagiu Sanda M
Program in Public Health, Department of Health, Society, and Behavior, University of California, Irvine, Irvine, CA, United States.
Department of Computer Science, University of Texas at Dallas, Richardson, TX, United States.
Front Digit Health. 2022 Jul 27;4:819228. doi: 10.3389/fdgth.2022.819228. eCollection 2022.
Social media offers a unique opportunity to widely disseminate HPV vaccine messaging to reach youth and parents, given the information channel has become mainstream with 330 million monthly users in the United States and 4.2 billion users worldwide. Yet, a gap remains on how to adapt evidence-based vaccine interventions for the competitive social media messaging environment and what strategies to employ to make vaccine messages go viral. Push-pull and RE-AIM dissemination frameworks guided our adaptation of a National Cancer Institute video-based HPV vaccine cancer control program, the HPV Vaccine Decision Narratives, for the social media environment. We also aimed to understand how dissemination might differ across three platforms, namely Instagram, TikTok, and Twitter, to increase reach and engagement. Centering theory and a question-answer framework guided the adaptation process of segmenting vaccine decision story videos into shorter coherent segments for social media. Twelve strategies were implemented over 4 months to build a following and disseminate the intervention. The evaluation showed that all platforms increased following, but Instagram and TikTok outperformed Twitter on impressions, followers, engagement, and reach metrics. Although TikTok increased reach the most (unique accounts that viewed content), Instagram increased followers, engagement, and impressions the most. For Instagram, the top performer, six of 12 strategies contributed to increasing reach, including the use of videos, more than 11 hashtags, COVID-19 hashtags, mentions, and follow-for-follow strategies. This observational social media study identified dissemination strategies that significantly increased the reach of vaccine messages in a real-world competitive social media messaging environment. Engagement presented greater challenges. Results inform the planning and adaptation considerations necessary for transforming public health HPV vaccine interventions for social media environments, with unique considerations depending on the platform.
鉴于社交媒体已成为主流信息渠道，在美国每月有3.3亿用户，全球有42亿用户，它为广泛传播人乳头瘤病毒（HPV）疫苗信息以覆盖青少年及其父母提供了独特机会。然而，在如何使基于证据的疫苗干预措施适应竞争激烈的社交媒体信息环境以及采用何种策略使疫苗信息广泛传播方面，仍存在差距。推拉式和RE-AIM传播框架指导我们针对社交媒体环境对美国国立癌症研究所基于视频的HPV疫苗癌症控制项目“HPV疫苗决策叙事”进行调整。我们还旨在了解在照片墙（Instagram）、抖音（TikTok）和推特（Twitter）这三个平台上传播方式可能存在的差异，以扩大覆盖面和提高参与度。以中心理论和问答框架指导将疫苗决策故事视频分割成更短连贯片段以适应社交媒体的调整过程。在4个月内实施了12项策略来建立关注群体并传播该干预措施。评估显示，所有平台的关注群体都有所增加，但在展示量、关注者、参与度和覆盖面指标方面，照片墙和抖音的表现优于推特。尽管抖音的覆盖面增长最多（观看内容的独立账号数），但照片墙在增加关注者、参与度和展示量方面增长最多。对于表现最佳的照片墙来说，12项策略中有6项有助于扩大覆盖面，包括使用视频、11个以上的主题标签、与新冠病毒相关的主题标签、提及以及互关策略。这项观察性社交媒体研究确定了在现实世界竞争激烈的社交媒体信息环境中能显著扩大疫苗信息覆盖面的传播策略。提高参与度面临更大挑战。研究结果为将公共卫生HPV疫苗干预措施转变为适用于社交媒体环境所需的规划和调整考量提供了依据，不同平台有各自独特的考量因素。
