A Picture Really is Worth a Thousand Words: Public Engagement with the National Cancer Institute on Social Media

Journal of Cancer Education : the Official Journal of the American Association for Cancer Education
Yulia A Strekalova, Janice L Krieger

Abstract

The National Cancer Institute (NCI) provides pertinent information about cancer prevention, treatment, and research advancements that is considered objective and accurate. NCI's presence on social media is an example of a growing effort in promoting and facilitating audience engagement with evidence-based information about health and cancer. However, it is unknown what strategies are most effective for engaging audiences via this communication platform. To evaluate this important question, we analyzed data on posts, associated comments, and meta-data from official NCI Facebook page between July 2010 and February 2015 (end of data collection). Results show that audience engagement is associated with the format of cancer-related social media posts. Specifically, posts with photos received significantly more likes, comments, and shares than videos, links, and status updates. The findings have important implications for how social media can be more effectively utilized to promote public engagement with important public health issues.

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Citations

Mar 1, 2019·Cancer Control : Journal of the Moffitt Cancer Center·Sarah C VosCarter T Butts
Jun 1, 2017·American Society of Clinical Oncology Educational Book·Judith J ProchaskaElizabeth J Lyons
Mar 30, 2019·Health Research Policy and Systems·Kathryn OliverNicholas Mays
Mar 14, 2019·Human Vaccines & Immunotherapeutics·Terresa J EunRebecca B Perkins
Feb 23, 2020·International Journal of Environmental Research and Public Health·Trevor Bopp, Michael Stellefson
Jan 31, 2016·Journal of Medical Internet Research·Sherry PagotoJessica L Oleski
Dec 14, 2016·Journal of Cancer Education : the Official Journal of the American Association for Cancer Education·Jaesung HeoJeong-Hee Woo
Apr 20, 2017·JMIR Research Protocols·Marie-Eve CapletteSophie Desroches
Dec 20, 2018·JMIR Cancer·Priscila Biancovilli, Claudia Jurberg
May 26, 2018·Translational Behavioral Medicine·Yulia A StrekalovaCristopher R Cogle
Nov 28, 2020·Journal of Clinical and Translational Science·Elizabeth Flood-GradyJanice L Krieger
Feb 9, 2021·Vaccine·Katherine E SpanosWilliam A Calo
Apr 20, 2021·Journal of Visual Communication in Medicine·Roma Subramanian, Jonathan B Santo
May 20, 2021·Journal of Clinical and Translational Science·Christi A PattenMilton Mickey Eder

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