Implementation of a Social Media Strategy for Public Health Promotion in Black, American Indian or Alaska Native, and Hispanic or Latino Communities During the COVID-19 Pandemic: Cross-Sectional Study.

Autor:	Mora Pinzon M; Division of Geriatrics and Gerontology, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States., Hills O; Department of Ethnic Studies, College of Arts and Sciences, Lawrence University, Appleton, WI, United States., Levy G; Division of Geriatrics and Gerontology, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States., James TT; Division of Geriatrics and Gerontology, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States.; Wisconsin Alzheimer's Disease Research Center, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States., Benitez A; School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States., Lawrence S; Division of Geriatrics and Gerontology, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States., Ellis T; Division of Geriatrics and Gerontology, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States., Washington V; Venus Inspires, Madison, WI, United States., Solorzano L; UnityPoint Health - Meriter, Madison, WI, United States., Tellez-Giron P; Latino Health Council of Dane County, Madison, WI, United States., Cano Ospina F; Latino Health Council of Dane County, Madison, WI, United States., Metoxen MF; Native American Center for Health Professions, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States., Gleason CE; Division of Geriatrics and Gerontology, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States.; Wisconsin Alzheimer's Disease Research Center, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States.; Geriatric Research, Education and Clinical Center, William S. Middleton Memorial Veterans Hospital, Department of Veterans Affairs, Madison, WI, United States.
Jazyk:	angličtina
Zdroj:	Journal of medical Internet research [J Med Internet Res] 2024 Dec 10; Vol. 26, pp. e58581. Date of Electronic Publication: 2024 Dec 10.
DOI:	10.2196/58581
Abstrakt:	Background: Individuals identifying as Black, American Indian or Alaska Native, or Hispanic or Latino lack access to culturally appropriate accurate information and are the target of disinformation campaigns, which create doubt in science and health care providers and might play a role in sustaining health disparities related to the COVID-19 pandemic. Objective: This study aims to create and disseminate culturally and medically appropriate social media messages for Black, Latino, and American Indian or Alaska Native communities in Wisconsin and evaluate their reach and effectiveness in addressing the information needs of these communities. Methods: Our team identified relevant COVID-19 topics based on feedback from their respective community, developed lay format materials, and translated materials into culturally appropriate social media messages that community advocates delivered across their respective communities. Social media metrics (reach, engagement, and impressions) were collected using Sprout Social and Facebook Analytics. We hosted 9 focus groups with community members to learn about their social media use. These data were analyzed using an inductive approach, using NVivo software (release 1.7) to code content. Results: Between August 2021 and January 2023, we created 980 unique social media posts that reached 88,790 individuals and gathered >6700 engagements. Average reach per post was similar across the 3 communities, despite differences in the number of posts and followers on each page: 119.46 (Latino individuals), 111.74 (Black individuals), and 113.11 (Oneida Nation members). The type of posts that had higher engagement rate per reached person (ERR) varied across communities and platforms, with the highest being live videos for the Latino community on Facebook (ERR 9.4%), videos for the Black community on Facebook (ERR 19.53%), and social media messages for the Oneida Nation community (ERR 59.01%). Conclusions: Our project presents a unique and effective model for health messages and highlights the need for tailoring social media messages and approaches for minoritized audiences (eg, age, gender, race, and ethnicity). Further research studies are needed to explore how specific types of information affect the dissemination of information and the implications for health communications. (©Maria Mora Pinzon, Ornella Hills, George Levy, Taryn T James, Ashley Benitez, Sacheen Lawrence, Tiffany Ellis, Venus Washington, Lizbeth Solorzano, Patricia Tellez-Giron, Fernando Cano Ospina, Melissa F Metoxen, Carey E Gleason. Originally published in the Journal of Medical Internet Research (https://www.jmir.org), 10.12.2024.)
Databáze:	MEDLINE
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