Uwins Christina, Yilmaz Yusuf, Bilir Esra, Bhandoria Geetu P
Royal Surrey NHS Foundation Trust, Guildford, United Kingdom.
McMaster University Education Research, Innovation and Theory (MERIT) Program and Office of Continuing Professional Development, Hamilton, Ontario, Canada.
AJOG Glob Rep. 2022 Jul 21;2(3):100079. doi: 10.1016/j.xagr.2022.100079. eCollection 2022 Aug.
Social media provides an opportunity for people to connect and form communities. This community architecture can help to disseminate health-related information in the form of an awareness campaign. The European Society of Gynaecological Oncology and the European Network of Gynaecological Cancer Advocacy Groups initiated a global campaign, World Gynecologic Oncology Day, on September 20, 2020. We studied and analyzed the impact and reach of this Twitter campaign.
This study aimed to assess the impact and reach of the 2020 World Gynecologic Oncology Day Twitter campaign.
We analyzed gynecologic oncology-specific posts (tweets) between 12 am on September 17, 2020, to 11:59 pm on September 25, 2020 (Coordinated Universal Time), covering the days immediately before and after World Gynecological Oncology Day (September 20, 2020), using Tweepy. The European Network of Gynecological Cancer Advocacy Groups suggested hashtags (#GoForPurple, #WorldGODay, and #GoForCheckup) should be used for this social media campaign. We used these hashtags for our data (tweet) collection.
A total of 382 Twitter accounts participated in this campaign and 662 tweets, including retweets, were reported. Of those, 22% of participants were healthcare professionals. A total of 164 unique hashtags were identified, and #WorldGODay was the most frequently used among the Twitter accounts. #VaginalCancer, #CervicalCancer, and #VulvarCancer were used in relation to the campaign. We identified 5 significant communities that contributed to raising awareness.
Twitter campaigns should be designed around a single, short, easy-to-spell hashtag and coordinated with previously identified influential accounts using timed tweets. #WorldGOday hashtag was relevant, easy to spell, memorable, and the most effective hashtag used in this campaign.
社交媒体为人们提供了建立联系和形成社区的机会。这种社区架构有助于以宣传活动的形式传播与健康相关的信息。欧洲妇科肿瘤学会和欧洲妇科癌症倡导组织网络于2020年9月20日发起了一项全球活动——世界妇科肿瘤日。我们对此次推特活动的影响和覆盖面进行了研究与分析。
本研究旨在评估2020年世界妇科肿瘤日推特活动的影响和覆盖面。
我们使用Tweepy分析了2020年9月17日上午12点至2020年9月25日晚上11点59分（协调世界时）之间特定于妇科肿瘤学的推文，涵盖世界妇科肿瘤日（2020年9月20日）前后的几天。欧洲妇科癌症倡导组织网络建议在此次社交媒体活动中使用标签（#GoForPurple、#WorldGODay和#GoForCheckup）。我们使用这些标签来收集数据（推文）。
共有382个推特账户参与了此次活动，报告的推文（包括转发）有662条。其中，22%的参与者是医疗保健专业人员。总共识别出164个独特的标签，#WorldGODay是推特账户中使用最频繁的。#阴道癌、#宫颈癌和#外阴癌与此次活动相关。我们确定了5个有助于提高认识的重要社区。
推特活动应围绕一个简短、易拼写的单一标签进行设计，并通过定时推文与先前确定的有影响力的账户进行协调。#WorldGOday标签相关、易拼写、易记忆，是此次活动中使用最有效的标签。
