title: Evaluating social media's capacity to develop engaged audiences in health promotion settings: use of Twitter metrics as a case study.
abstract: Use of social media in health promotion and public health continues to grow in popularity, though most of what is reported in literature represents one-way messaging devoid of attributes associated with engagement, a core attribute, if not the central purpose, of social media. This article defines engagement, describes its value in maximizing the potential of social media in health promotion, proposes an evaluation hierarchy for social media engagement, and uses Twitter as a case study to illustrate how the hierarchy might function in practice. Partnership and participation are proposed as culminating outcomes for social media use in health promotion. As use of social media in health promotion moves toward this end, evaluation metrics that verify progress and inform subsequent strategies will become increasingly important.
authors.affiliation: Brigham Young University, Provo, UT, USA.
authors.forename: Brad L
authors.initials: BL
authors.lastname: Neiger
authors.forename: Rosemary
authors.initials: R
authors.lastname: Thackeray
authors.forename: Scott H
authors.initials: SH
authors.lastname: Burton
authors.forename: Christophe G
authors.initials: CG
authors.lastname: Giraud-Carrier
authors.forename: Michael C
authors.initials: MC
authors.lastname: Fagen
mesh_terms: D003256:Community Participation; D058015:Health Communication / Q000379:methods; D006293:Health Promotion; D006801:Humans; D011634:Public Health; D061108:Social Media; D014481:United States