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A Technical Framework for Rigorous Health Communication Research in the Social Media Era

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Presented on September 12th, 2018 at the 2018 National Conference on Health Communication, Marketing, and Media in Atlanta, GA.

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A Technical Framework for Rigorous Health Communication Research in the Social Media Era

  1. 1. A Technical Framework for Rigorous Health Communication Research in the Social Media Era Katja Reuter, PhD*; Katja Reuter, PhD; Jennifer B. Unger, PhD; Elsi Kaiser, PhD; NamQuyen Le, MPH; Alicia MacLennan, MS; Praveen Angyan, MS *Speaker: Assistant Professor of Clinical Preventive Medicine, Department of Preventive Medicine, Keck School of Medicine of USC; Director of Digital Innovation and Communication, Southern California Clinical and Translational Science Institute (SC CTSI), University of Southern California (USC) Presented at the 2018 National Conference on Health Communication, Marketing, and Media, Atlanta, GA, September 12, 2018
  2. 2. In case of a public health emergency, social media provides an opportunity to reach large segments of the population. However, timely and accurate dissemination of health information can be challenging to public health groups with limited resources.
  3. 3. ?Health officials and communication practitioners don’t necessarily have evidence-based information available to decide what messaging and social media platforms are most efficient to reach specific audiences.
  4. 4. Factors that may influence message effectiveness on social media Linguistics Image/Video Time Day of week Health topic Language Populations Social media type Communication technique EXAMPLES
  5. 5. WHAT IF A WEB-BASED TOOL COULD HELP TO ADDRESS THESE CHALLENGES?
  6. 6. Running Multiple Experiments TRIAL PROMOTOR SANDBOX Experiment 1 Experiment 2 Experiment 3 Experiment 4 Messaging strategies to be tested Automated distribution across multiple platforms
  7. 7. Application setup and data flow diagram Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  8. 8. Data Validation: Results for a resolution check of images Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  9. 9. Experiment parameter setup form Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  10. 10. Generation of final messages Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  11. 11. Dashboard of key performance data For each individual message by social media type Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  12. 12. Identification of messages with highest click rate Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  13. 13. Results of automated correctness analysis performed by the application Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  14. 14. Display of comments and toxicity scores The messages with the highest toxicity scores are listed first. Example shows Facebook. Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  15. 15. Examples of generated health promotion messages that were distributed by the application across Twitter, Facebook, and Instagram. Reuter et al. A Matter of Both Quality and Quantity: A Technical Framework for Health Promotion and Intervention Research in the Social Media Era. JMIR Preprints. 15/06/2018:11263. DOI: 10.2196/preprints.11263.
  16. 16. Examples of generated clinical trial messages for social network Twitter.
  17. 17. Trial Promoter Interface Shows imported clinical trial information, disease type, and disease hashtags that were included in the messages Reuter et al. Trial Promoter: A Web-Based Tool for Boosting the Promotion of Clinical Research Through Social Media J Med Internet Res 2016;18(6):e144. doi:10.2196/jmir.4726 PMID:27357424
  18. 18. Trial Promoter and Clinical Trials Reuter et al. Trial Promoter: A Web-Based Tool for Boosting the Promotion of Clinical Research Through Social Media. J Med Internet Res 2016;18(6):e144DOI: 10.2196/jmir.4726
  19. 19. Saving Time and Cost Generation of a social media message takes on average of 5-15 minutes (including selecting the content, writing the message, adding an optional image or video, and posting the message) National average annual salary for a social media manager in 2015 was US $52,000 (Glassdoor) Trial Promoter vs. Human Reuter et al. Trial Promoter: A Web-Based Tool for Boosting the Promotion of Clinical Research Through Social Media. J Med Internet Res 2016;18(6):e144DOI: 10.2196/jmir.4726 525 messages in 10 weeks 43-131 hours of labor equivalent of US $1800-$5400 labor cost
  20. 20. Conclusions 1. Software tool can effectively support aspects of the production, distribution, and assessment of thousands of health communication messages across different social media types with the highest degree of functional correctness and minimal human interaction. 2. Can support investigators interested in studying effectiveness of different types of messages and characteristics to develop evidence-based digital communication approaches. 3. Can provide public health groups with a tool to increase their output of health education messages.
  21. 21. http://trialpromoter.org Contact us if you’re interested in… …using Trial Promoter, …collaborating, enhancing and developing Trial Promoter.
  22. 22. Acknowledgements This work was supported by the NIH National Cancer Institute (NCI), the FDA Center for Tobacco Products (CTP), and the Southern California Clinical and Translational Science Institute through grant UL1TR000130 from the National Center for Advancing Translational Sciences (NCATS) of the National Institutes of Health (NIH). The content is solely the responsibility of the authors and does not necessarily represent the official views of the NCI, FDA, and the NIH.
  23. 23. Thank you! Email: katja.reuter@usc.edu Twitter: @dmsci Blog: https://digitalmediaandscience.wordpress.com Katja Reuter, PhD Assistant Professor of Clinical Preventive Medicine, Institute for Health Promotion and Disease Prevention Research, Department of Preventive Medicine, Keck School of Medicine of USC

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