PMID- 36722287
OWN - NLM
STAT- MEDLINE
DCOM- 20230707
LR  - 20230718
IS  - 1524-8399 (Print)
IS  - 1552-6372 (Electronic)
IS  - 1524-8399 (Linking)
VI  - 24
IP  - 4
DP  - 2023 Jul
TI  - Process Evaluation of a Collaborative Social Media Health Campaign: An Analysis 
      of Partner and User Engagement.
PG  - 723-727
LID - 10.1177/15248399231152469 [doi]
AB  - Collaborative health promotion campaigns are advantageous because they extend the 
      resources and reach of any single organization. Yet, they can be challenging 
      because they require partner commitment and compromise. On social media, however, 
      these campaigns are especially beneficial due to the high demand for ongoing 
      content that facilitates user engagement. This study is a content analysis of an 
      annual collaborative campaign, Preteen Vaccine Week, conducted by the California 
      Department of Public Health (CDPH) to promote preteen immunizations. Campaign 
      partners are encouraged to use creative assets provided by CDPH and to follow a 
      themed content calendar. Message characteristics and audience engagement were 
      evaluated for 2 years of the campaign (2019-2020). Results indicate that when 
      there was a specific health issue scheduled as the daily theme, 85% of posts 
      reflected that health topic. However, when the theme was general awareness, only 
      15% of posts aligned. Furthermore, the majority of posts included supplemental 
      audiovisual assets of which nearly half were provided by CDPH. These findings 
      suggest partners attempted to work together. Analyses of message characteristics 
      indicate there was little effort to encourage online user engagement; however, a 
      majority of messages included a call-to-action. These findings indicate that 
      health organizations continue to use social media much like they use mass media: 
      for information dissemination and behavioral recommendations.
FAU - Hether, Heather J
AU  - Hether HJ
AUID- ORCID: 0000-0001-8234-7443
AD  - University of California Davis, Davis, CA, USA.
FAU - O'Connor-Coates, Elizabeth
AU  - O'Connor-Coates E
AD  - University of California Davis, Davis, CA, USA.
FAU - Crittendon, Robyn
AU  - Crittendon R
AD  - University of California Davis, Davis, CA, USA.
LA  - eng
PT  - Journal Article
DEP - 20230201
PL  - United States
TA  - Health Promot Pract
JT  - Health promotion practice
JID - 100890609
SB  - IM
MH  - Humans
MH  - Child
MH  - *Social Media
MH  - Health Promotion/methods
MH  - Public Health
MH  - Mass Media
MH  - Information Dissemination
PMC - PMC10336705
OTO - NOTNLM
OT  - collaborative campaign
OT  - health promotion
OT  - immunization promotion
OT  - social media
EDAT- 2023/02/02 06:00
MHDA- 2023/07/07 06:42
PMCR- 2023/07/12
CRDT- 2023/02/01 04:23
PHST- 2023/07/07 06:42 [medline]
PHST- 2023/02/02 06:00 [pubmed]
PHST- 2023/02/01 04:23 [entrez]
PHST- 2023/07/12 00:00 [pmc-release]
AID - 10.1177_15248399231152469 [pii]
AID - 10.1177/15248399231152469 [doi]
PST - ppublish
SO  - Health Promot Pract. 2023 Jul;24(4):723-727. doi: 10.1177/15248399231152469. Epub 
      2023 Feb 1.