Abstract
Introduction:
Despite the potential of social media to influence public health and generate
insights, the process of monitoring and analyzing the dissemination of
health care messages on social media has been described as difficult and in
need of improvement.
Objectives:
The objective of this study was to describe and demonstrate a reproducible
methodology for cataloging and analyzing health care–related social media
comments and provide insight into how clinicians and members of the general
public respond to health care messaging on social media.
Methods:
We collected social media comments related to the American Dental
Association’s 2016 “Evidence-Based Clinical Practice Guideline for the Use
of Pit-and-Fissure Sealants” between April 10, 2017, and October 31, 2017,
from Facebook, Twitter, LinkedIn, Reddit, and online message boards for the
New York Times, FiveThirtyEight, and Dentaltown. Using
data provided in the comments, we conducted engagement analysis as well as
content, network, and sentiment analysis across 8 categories.
Results:
We collected 671 comments. Among our findings, Facebook (472 of 671) was the
most popular platform among commentators; almost half of all comments (335
of 671) aligned with the recommendations of the 2016 American Dental
Association sealants guideline; clinicians were more likely than the general
public to like a comment that suggested an improvement to the guideline; and
>75% of comments (521 of 671) were supported by anecdotal evidence.
Conclusion:
As the prevalence of anecdotes on social media suggests, the likelihood of
falsehoods spreading on social media is high. Insights gleaned from the
methodology described in this research could help combat the spread of such
misinformation by providing disseminators of health care messaging with
insight into their target audiences. Armed with this knowledge,
disseminators can craft health care messages that more effectively engage
clinicians and the general public.
Knowledge Transfer Statement:
The methodology used in this research provides a reproducible strategy for
tracking social media engagement with health care messages. Engagement
results can assist future delivery of health care messages to key
stakeholders and ensure better implementation and adoption of these
communications.
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