JMIR Publications

ABSTRACT

Abstract Social media plays an increasing role in the dissemination of public health research. For public health research projects, a Twitter account holds the potential to disseminate research outcomes to other public health academics, professionals and policymakers. Aims The study examined users’ interactions with the Twitter account of a single research project. Specifically, it (i) measured the relationship between tweet content, using a tweet content score (TCS), and tweet success measured in engagements and impressions; and (ii) explored in depth, the motivations, opinions and experiences of public health academics and professionals using the micro blogging platform Twitter. Methods All Twitter Analytics data for the identified account were retrieved (n= 119 tweets) and the relationship between tweet content and success analysed. Seven stakeholders participated in semi-structured interviews to explore attitudes and motivations around engagement with Twitter. Results A positive correlation between TCS and tweet success was found. Tweets containing at least one mention had significantly greater impressions (551.48 compared to 232.00) and engagements (10.65 compared to 4.42). Tweets containing an image had a significant increase in engagements (13.13 compared to 8.29) but no effect on impressions. Qualitative analysis of the interview data revealed the importance of topic, positivity, and instruction in tweet content. Concerns with platform use related to legitimacy, negative experiences and lack of user confidence. Conclusions The study supports previous research findings. Twitter is a useful tool for public health dissemination and a positive association between TCS and tweet success exists. It is hoped that the findings of this research may be of use to other public health projects using Twitter for dissemination and impact.