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Background While anti-vaccine messages on social media have been studied for content, reach, and effectiveness, less is known about those who create and promote the messages. Online influencers, or ‘everyday people who are influential within their online social networks’, are viewed as trusted voices who are often making similar life decisions as their followers. Therefore, their experiences with and perspectives on health issues can be persuasive. Methods We collaborated with a formal network of online influencers to interview, using a semi-structured interview guide, vaccine hesitant influencer mothers about their views on vaccination; their process for developing health-related social media content; their motivation to promote anti-vaccine messages; and their opinions on current vaccination messaging. Prescreening ensured a diverse sample by race/ethnicity, age, education, number of children, and geographic residence. Interviews occurred by telephone, were audio recorded, and transcribed. Themes were generated independently by two coders using a deductive coding approach. Results We interviewed 15 online influencer mothers from across the U.S. (average age 39 years old; all married; 13 Caucasian, 1 African American, 1 Hispanic). In some capacity, 5 of the 15 wrote about vaccination on their blog. Those who chose not to post anti-vaccine content did so for fear of alienating followers or having their platform be the site of combative discourse among readers. When researching their social media posts, the influencers did not trust mainstream sources of health information and relied on alternative sources and search engines. Implications: This exploratory study interviewed influential mothers who have the ability to spread anti-vaccine messages on social media. While most do not contribute to the anti-vaccine sentiment, understanding the motivation and practices of those that do assists the public health community in better understanding the online vaccination communication environment, leading to more effective messages to counterbalance anti-vaccine content on social media.

The National Institute of Environmental Health Sciences (NIEHS)-funded Breast Cancer and Environment Research Program (BCERP) provides evidence-informed educational materials targeting mothers with daughters to help them engage in lifestyle changes to reduce their environmental risk of breast cancer. Building on a partnership we developed to disseminate these materials via social media, we teamed with mommy bloggers and readers to evaluate the cultural appropriateness of the information using evidence-based practices for message design. We sought to (1) identify cross-culture factors that speak to a broad group of mothers and culture-specific factors to integrate when targeting specific cultures and (2) capture cultural challenges mothers encounter when they share the information with family to understand the social context in which they receive, interpret, and act on risk-reducing messages. We conducted 50 interviews with racially and ethnically diverse bloggers/readers and thematically analyzed transcripts, comparing findings across cultures. Across cultures, mothers identified five key factors for ensuring cultural appropriateness, but with notable cultural differences: (1) incorporate diverse images, (2) provide more information specific to environmental and cultural risk, (3) heighten the message of “it’s a family affair”, (4) make behavioral changes feasible, and (5) use less text, more visuals. Across cultures, women experienced intergenerational communication challenges with family, which were tied to (1) lack of openness, (2) relational norms, and (3) generational resistance. Findings provide message design considerations for targeting mothers broadly or based on race/ethnicity and support the notion that the larger family system should be considered when disseminating cancer risk education.

Bloggers can help stimulate online conversations among their readers about a variety of health topics, including breast cancer. However, in previous studies, researchers have not specifically examined supportive messages within an online blogger community that stem from an intervention where bloggers were provided with evidence-based information about breast cancer risk that they could tailor and disseminate to their readers. In the current study, we content analyzed 282 supportive messages within online conversations from participants in blogger communities over a 2-month period immediately following an intervention where the authors provided 74 bloggers who write about motherhood issues with an infographic based on evidence-based information from the Breast Cancer and the Environment Research Program (BCERP) about environmental breast cancer risk/prevention. Bloggers who shared information about their personal breast cancer risk generated a significantly higher number of blog reader comments than bloggers who did not share information about their personal breast cancer risk. Bloggers who cited breast cancer statistics in posts were more likely to draw esteem and emotional support from their readers. Bloggers’ repetition of information from blog intervention messages was more likely to elicit esteem, informational, and emotional support from readers. Disclosure of a personal breast cancer diagnosis was associated with mixed types of social support messages. The theoretical and practical implications are discussed along with key limitations of the study and future directions for research in this area.

Introduction Online peer-to-peer social support programs are based on the premise that support from others who have been through a similar experience can help reduce the negative impacts of disease. Such support programs are increasingly found online, but how these conversations translate into real world interactions about health concerns is currently not well understood. Methods Grounded in social network theory, this formative study explored how participants in an online prostate cancer community comprised of patients and their families translate their online conversations into offline ones. A survey was designed and fielded, and received 157 complete responses. Results Results support prior research findings that these offline conversations are primarily information-oriented (n = 105) and extend them by the finding that members of online prostate cancer social support communities do, in fact, share information obtained online with others offline (n = 103). Family members appear to be primary receivers of this information (n = 121) while health care providers are not, which may impact treatment and care. Conclusions The opportunity to tie more concretely online messages with offline conversations is of critical importance and interest. Recommendations are presented for future research., Graphical abstract Unlabelled Image, Highlights • Participants in an online PCa support community share information gathered online with people they communicate offline. • Those conversations are overwhelmingly with family members. • These conversations are not often with health care providers. • The content of those conversations is mostly conversational and informational in nature.

IntroductionGiven the reach and influence of social media, the National Children’s Study Vanguard Study evaluated the feasibility, acceptability, and cost of using social media to support participant retention.MethodsWe describe a social media experiment designed to assess the impact of social media on participant retention, discuss several key considerations for integrating social media into longitudinal research, and review factors that may influence engagement in research-related social media.ResultsUser participation varied but was most active when at launch. During the short life of the private online community, a total of 39 participants joined. General enthusiasm about the prospect of the online community was indicated. There were many lessons learned throughout the process in areas such as privacy, security, and Institutional Review Board clearance. These are described in detail.ConclusionsThe opportunity to engage participants in longitudinal research using online social networks is enticing; however, more research is needed to consider the feasibility of their use in an ongoing manner. Recommendations are presented for future research seeking to use social media to improve retention in longitudinal research.

Given 70% of Americans are seeking health information online, social media are becoming main sources of health-related information and discussions. Specifically, compounding rising trends in use of e-cigarettes in the US, there has been a rapid rise in e-cigarette marketing â much of which is happening on social media. Public health professionals seeking to understand consumer knowledge, attitudes and beliefs about e-cigarettes should consider analyzing social media data and to do so, there are numerous free and paid tools available. However, each uses different sources and processes, which makes data validation challenging. This exploratory study sought to understand the reliability and feasibility of two social media data tools analyzing e-cigarette tweets. Twitter mentions were pulled from two different industry standard tools (GNIP and Radian6) and data were evaluated on six measures, e.g. Cost, Feasibility, Ease of Use, Poster Type (individual/organization), Context (tweet content analysis), and Valence (positive/negative). Findings included similarities amongst the data sets in terms of the content themes but differences in cost and ease of use of the tools themselves. These findings align with prior research, notably that e-cigarette marketing tweets are most common and public health-related content is noticeably absent. Findings from this exploratory study can inform future social media studies as well as communication campaigns seeking to address the emerging issue of e-cigarette use. Keywords: E-cigarettes, Vaping, Twitter, Tweets, Social media

There is tremendous potential to utilize new and emerging digital channels of communication to help raise public environmental health literacy. Modern society is in the midst of a communication revolution that is rapidly expanding public use of digital communication systems and tools for many goals and purposes. Yet, there is a plethora of complex, and sometimes contradictory, information concerning environmental health risks that consumers struggle to understand. Consumers additionally struggle with determining what are the most important environmental health risks to be aware of concerning health issues such as cancers and heart disease, and what can be done to avoid these health risks? This chapter examines the growth and influence of digital communication as channels for helping consumers access, evaluate, and utilize relevant health information concerning environmental health risks. Different digital communication channels and platforms are identified as potentially strong venues for disseminating important environmental health information. Guidelines for designing and implementing environmental health education messages are examined to promote the most effective use of digital communication channels to reach and influence intended audiences. Strategic design principles, such as enhancing system interactivity, interoperability, ease of use, immediacy, adaptability, accessibility, and cultural sensitivity are examined and applied to the dissemination of environmental health information. Strategies for working in close collaboration with representatives from key populations to promote user-centered design of health information systems is highlighted. Relevant theory and research concerning the applications of digital information technologies for health information dissemination are reviewed and applied to promoting environmental health literacy.

In longitudinal research projects, respondents’ contact information such as address, telephone, and email can become out-of-date. Some researchers have searched Facebook for these unreachable respondents, with the hope of sending them a private message that asks them to provide the needed follow-up data. Published reports of research that used Facebook that way raise several questions: When should researchers conclude that a Facebook user is actually the respondent they are seeking? How should researchers word their message? To what extent is respondent tracing through Facebook likely to reduce nonresponse bias? Is communication using Facebook sufficiently confidential? This paper discusses these questions and presents Westat’s own use of Facebook to trace respondents in a longitudinal evaluation of an intervention for youth in foster care. The paper discusses the implications of ourwork for future research practice.

IntroductionSocial media is increasingly being used in research, including recruitment.MethodsFor the Bayley Short Form Formative Study, which was conducted under the the National Children’s Study, traditional methods of recruitment proved to be ineffective. Therefore, digital media were identified as potential channels for recruitment.ResultsResults included successful recruitment of over 1800 infant and toddler participants to the Study.ConclusionsThis paper outlines the methods, results, and future research opportunities.

Background: Social media are potentially powerful channels for communicating relevant health information in culturally sensitive and influential ways to key audiences. Moreover, these channels hold promise for promoting awareness and knowledge of health risks, prevention, and treatment by utilizing opinion leaders for message dissemination. Despite limited empirical evidence to-date, early promising results suggest that blogs are a form of social media that should be examined as worthy channels for health communication. Objectives: This formative study explored mommy bloggers’ perceptions about sharing health-related information on their blogs with their readers. It also sought to analyze which topics would be of most interest to mommy bloggers, what motivates them to write about health issues, and how they perceive interest in these topics among their readers. Methods: This study employed survey methodology, including the use of open-ended questions, the responses to which were coded for analysis. Specifically, a 14-item survey was fielded with mommy bloggers between October 1 and October 28, 2016. Bloggers were recruited through The Motherhood network. A total of 461 mommy bloggers responded to the survey; 163 were removed for low quality responses and incomplete data. As a result, 298 eligible participants completed the survey. For open-ended questions in the survey, a sample of responses were coded and analyzed. Results: The majority of the respondents (87.2%, 260/298) reported that they have written about health issues in the past; 97.3% (290/298) of the respondents reported that they would consider writing about health issues sometime in the future, and 96.3% (287/298) of the respondents reported that their readers like to read about health issues on their blogs. In terms of content priorities for this sample of bloggers, Nutrition and Physical Activity dominate the current conversation and similarly, Physical Activity and Nutrition remain top content priorities for these bloggers for the future. Moreover, 21.3% of the respondents reported that their readers would be interested in these topics. Finally, having a personal connection with a health issue was found to be positively associated with likeliness to write about health issues on their blog (P

© The Author 2014. Published by Oxford University Press on behalf of Faculty of Public Health. Background Digital media usage is expanding enormously and is starting to be used as a public health intervention and communication tool. It has an ability to increase the reach of public health research and communication, as well as drive measurable behaviour change. But there is an absence of both deep and wide understanding of the opportunities within digital media, i.e. most people think only of Facebook and Twitter when they think of social media; smart, strategic planning for its widespread use is not common practice and rigorous evaluative studies of its effectiveness are few and far between. Methods This paper analyses the published literature on this topic and identifies the top 10 directions that use of digital media is likely to take in the medium term. Results The analysis strongly supports the position that digital media needs to be taken seriously as a vehicle for public health activity in its own right and not merely as an adjunct to other campaigns. Conclusions Digital media will continue to develop and move from being an add-on to existing activity to being the major vehicle for significant elements of research, data collection and advocacy. It is important that public health leaders fully understand and engage in its development and use.