Evaluating Social Media's Capacity to Develop Engaged Audiences in Health Promotion Settings: Use of Twitter Metrics as a Case Study

Brad L. Neiger, Rosemary Thackeray, Scott H. Burton, Christophe G. Giraud-Carrier, Michael C. Fagen

Research output: Contribution to journalArticlepeer-review

100 Scopus citations

Abstract

Use of social media in health promotion and public health continues to grow in popularity, though most of what is reported in literature represents one-way messaging devoid of attributes associated with engagement, a core attribute, if not the central purpose, of social media. This article defines engagement, describes its value in maximizing the potential of social media in health promotion, proposes an evaluation hierarchy for social media engagement, and uses Twitter as a case study to illustrate how the hierarchy might function in practice. Partnership and participation are proposed as culminating outcomes for social media use in health promotion. As use of social media in health promotion moves toward this end, evaluation metrics that verify progress and inform subsequent strategies will become increasingly important.

Original languageEnglish (US)
Pages (from-to)157-162
Number of pages6
JournalHealth Promotion Practice
Volume14
Issue number2
DOIs
StatePublished - Mar 8 2013

Keywords

  • program planning and evaluation
  • social marketing/health communication
  • technology

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Nursing (miscellaneous)

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