J. Med. Internet Res. - Would you tell everyone this? Facebook conversations as health promotion interventions.

Tópicos

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Resumo

CKGROUND: Health promotion interventions on social networking sites can communicate individually tailored content to a large audience. User-generated content helps to maximize engagement, but health promotion websites have had variable success in supporting user engagement.OBJECTIVE: The aim of our study was to examine which elements of moderator and participant behavior stimulated and maintained interaction with a sexual health promotion site on Facebook.METHODS: We examined the pattern and content of posts on a Facebook page. Google analytics was used to describe the number of people using the page and viewing patterns. A qualitative, thematic approach was used to analyze content.RESULTS: During the study period (January 18, 2010, to June 27, 2010), 576 users interacted 888 times with the site through 508 posts and 380 comments with 93% of content generated by users. The user-generated conversation continued while new participants were driven to the site by advertising, but interaction with the site ceased rapidly after the advertising stopped. Conversations covered key issues on chlamydia and chlamydia testing. Users endorsed testing, celebrated their negative results, and modified and questioned key messages. There was variation in user approach to the site from sharing of personal experience and requesting help to joking about sexually transmitted infection. The moderator voice was reactive, unengaged, tolerant, simplistic, and was professional in tone. There was no change in the moderator approach throughout the period studied.CONCLUSIONS: Our findings suggest this health promotion site provided a space for single user posts but not a self-sustaining conversation. Possible explanations for this include little new content from the moderator, a definition of content too narrow to hold the interest of participants, and limited responsiveness to user needs. Implications for health promotion practice include the need to consider a life cycle approach to online community development for health promotion and the need for a developing moderator strategy to reflect this. This strategy should reflect two facets of moderation for online health promotion interventions: (1) unengaged and professional oversight to provide a safe space for discussion and to maintain information quality, and (2) a more engaged and interactive presence designed to maintain interest that generates new material for discussion and is responsive to user requests.

Resumo Limpo

ckground health promot intervent social network site can communic individu tailor content larg audienc usergener content help maxim engag health promot websit variabl success support user engagementobject aim studi examin element moder particip behavior stimul maintain interact sexual health promot site facebookmethod examin pattern content post facebook page googl analyt use describ number peopl use page view pattern qualit themat approach use analyz contentresult studi period januari june user interact time site post comment content generat user usergener convers continu new particip driven site advertis interact site ceas rapid advertis stop convers cover key issu chlamydia chlamydia test user endors test celebr negat result modifi question key messag variat user approach site share person experi request help joke sexual transmit infect moder voic reactiv unengag toler simplist profession tone chang moder approach throughout period studiedconclus find suggest health promot site provid space singl user post selfsustain convers possibl explan includ littl new content moder definit content narrow hold interest particip limit respons user need implic health promot practic includ need consid life cycl approach onlin communiti develop health promot need develop moder strategi reflect strategi reflect two facet moder onlin health promot intervent unengag profession oversight provid safe space discuss maintain inform qualiti engag interact presenc design maintain interest generat new materi discuss respons user request

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