Member Research and Reports

Member Research and Reports

Tulane PRC Study Shows Twitter Chats Can Be Effective Engagement Tools

Conversations on Twitter can lead to engaged, two-way communication about health, according to a new study published by the Tulane Prevention Research Center (PRC) and its partners at the Centers for Disease Control and Prevention.

The study, published online in the Journal of Medical Internet Research (JMIR) Public Health and Surveillance, examined the communication between public health entities and their audience during a live Twitter chat, hosted by the Tulane PRC and the city of New Orleans Fit NOLA (New Orleans, LA) initiative in March 2015. The one-hour conversation on Twitter was facilitated by each participant using the same hashtag #LiveFitNOLA in their posts.

“This study helps show the importance of social media engagement as a tool for public health promotion,” said Ms. Naomi King Englar, Tulane PRC communications coordinator and an author on the study along with staff from the CDC Prevention Research Centers office. “Not only did we find that Twitter chats can be successful in engaging groups and individuals in two-way conversation, we also tested methods for measuring engagement. We hope healthcare and public health practitioners will use these methods, many of which are free and open to the public, in their work to measure social media impact.”

Methods used in the paper included a social network analysis to measure and visualize the connections made during the conversation. The paper’s authors created an engagement ratio and a return on engagement measurement, based on the number of outgoing and incoming messages between each chat participants. The authors found that these two measurements provide a simple way for public health practitioners to measure audience engagement on Twitter. Instructions on how to use the measurements were also included in the paper.

Additionally, the paper included an analysis of content posted by participants during the chat, finding that most posts involved information sharing (64 percent of posts), especially sharing health information (28 percent of posts). Other types of information sharing were health opinions (18 percent), health experiences (15 percent) and questions (3 percent).