social media monitoring for tobacco control case study of ... · control –case study of tobacco...
TRANSCRIPT
www.rti.orgRTI International is a registered trademark and a trade name of Research Triangle Institute.
Social Media Monitoring for Tobacco Control – case study of Tobacco 21
Heather M. Hansen, MPP
Annice Kim, Ph.D., MPH
Social Media Monitoring for Tobacco Control
Researchers are increasingly using social media data to gain insights
into tobacco prevention and control issues.
Type of studies include:
Examining public response to antismoking campaigns and tobacco
control policies;
Perceptions and use of emerging tobacco products;
Dissemination and evaluation of cessation interventions; and
Recruiting study participants via social media ads
Why use social media data?
Ability to gain fast insights into emerging issues, bridge gap in
traditional surveillance systems like surveys
Monitor public response to campaigns and policies
Analyze messages in support of or opposition to campaigns and
policies to help inform messaging strategies
Identify key influencers who can support or may detract from
campaign/policy efforts
Social media data sources
Range of options available. Assess need, resources, and cost.
API Social
media
monitoring
tools
Raw data
resellers
Examples Twitter API,
API
Crimson
Hexagon,
Simply
Measured
Gnip, Datasift
Sample ~1-10% 100% 100%
Historical
data
No Yes Yes
Data format Raw Cleaned,
dashboard
Raw
Cost Free $$ $$$
Crimson Hexagon collects, indexes, and stores social web data in real-
time and allows users to code topics/sentiment of posts on the platform
>400 billion post archive library
May 2008 to date
Social media monitoring tool: Crimson Hexagon
Twitter, Facebook,
Tumblr, Instagram,
YouTube, News,
Forums, Blogs,
Comments, and
Reviews
Data visualization
tools
Download datafile
Study Objective
Analyze social media conversations around Tobacco 21
to aid public health professionals to better understand the
public response to Tobacco 21 policies and regulation.
Why Tobacco 21?
Methods
Keywords:
21 OR Tobacco21 OR Tobacco 21
AND
Buy OR age limit OR minimum age OR legal sale age
OR legal age OR sale age OR legal smoking OR
purchase age OR purchasing age OR raisetheage OR
raise the age
AND
Tobacco OR cigarette
Proximity measure: keywords within 5 words of each
other
Methods
Exclusions
– Posts about alcohol, drinking, and marijuana.
Time period: January 1, 2012 – June 30, 2016.
Key Metrics
Volume of conversations over time
Source of conversations
Key influencers
– Klout score - Klout score is a Klout proprietary algorithm with
scores between 1 and 100 (average 40) that includes key
indicators like volume of posts, number of followers, and interaction
with post content.
– Number of posts/followers
– Position – classification of posts into 3 categories: for(positive),
against(negative), and neutral
Qualitative analysis of themes
– Classification results based on manual coding using Crimson
Hexagon’s Brightview analysis tool
Geography (per capita)
Select Findings
Conversations about Tobacco 21 have increased over time
Volume of Posts (N=39,676)
Q1 2012-Q2 2016
Most conversations (85.2%) occur on Twitter
Social Media Platform Posts/Percent
Twitter 33,785 (85.2%)
News 4,122 (10.4%)
Forums 1,131 (2.9%)
Facebook 533 (1.3%)
Blogs/Comments 105 (0.2%)
Total 39,676 (100.0%)
News media sources are key influencers, posts are neutral
Klout score = is a Klout proprietary algorithm with scores between 1 and 100
(average 40) that includes key indicators like volume of posts, number of
followers, and interaction with post content.
Notes: Followers’ Reach = Total number of followers at the time of the analysis.
Position: F = For, A = Negative, N = Neutral
Twitter Author Twitter Handle Profile Description
Klout
Score Position
Followers’
Reach
The Associated Press @AP News from The Associated Press, and a taste of the
great journalism produced by AP members and
customers. Managed 24/7 by these editors:
http://apne.ws/J2EPJ5
99 N 7,666,401
Los Angeles Times @latimes News from Los Angeles and the world. Staffed by
http://latimes.com editors.
99 N 1,471,895
The New York Times @nytimes Where the conversation begins. Follow for breaking
news, special reports, RTs of our journalists and more
from http://NYTimes.com .
99 N 25,199,161
Wall Street Journal @WSJ Breaking news and features from the WSJ. 99 N 10,160,594
ABCNews.com @ABC See the whole picture with @ABC News. Join us on
Facebook: https://www.facebook.com/abcnews
98 N 5,816,232
The Boston Globe @BostonGlobe The inside view of Boston Globe Media; publishers of
@BostonGlobe, @BostonDotCom,
@BetaBoston, @BDCwire, @Crux, & more.
http://bostonglobemedia.com/careers
97 N 421,725
NPR @NPR News. Arts & Life. Music. Everything and more from
NPR.
97 N 5,843,930
Yahoo! @Yahoo Yahoo's official Twitter, sharing the best of our
network. For email help: @YahooCare.
97 N 1,452,143
Chicago Tribune @chicagotribuneChicago Tribune news, features and so much more live
from our newsroom. A part of your life since 1847.
96 N 462,627
Fortune Magazine @fortunemagazine FORTUNE's official Twitter feed. Here's what we're
hearing, seeing, reading and writing. Visit us at
http://www.fortune.com
96 N 2,011,263
Public Health agencies tweeted the most
Post volume
Key Influencers (continued)
Rank
Author Twitter Handle
Number
of
Tweets Position
Followers’
Reach
1 Tobacco 21 @Tobacco21 383 F/N 2,640
2 AJ Lee @ajlovescubs 170 N 275
3 VapinXsmok
er
@VapinXsmoker 136 F/N 10,600
4 CounterTob
acco.org
@CounterTobacco 121 F/N 2,071
5 ClearWay
Minnesota
@ClearWayMN 120 F/N 964
6 Cigars-
Tobacco
@ChumbleyCigars 86 F/N 1,475
7 EIN Tobacco
News
@EINTobaccoNews 81 F/N 666
8 Tobacco
Free Kids
@TobaccoFreeKids 68 F/N 16,900
9 CDC
Chronic
@CDCChronic 62 F 13,200
10 The Best
Cigars
@bestcigarz 60 F/N 1,163
Notes: Followers’ Reach = Total number of followers at the time of the analysis.
Position: F = For, A = Negative N = Neutral
55% of posts are neutral towards Tobacco 21
23% of posts are in support of Tobacco 21
22% of posts are against Tobacco 21
Posts were geographically dispersed, most in CA, MA & NY
Geographic distribution of Tobacco 21 conversations
(per capita, n=26,811)
In summary
Conversations about Tobacco 21 have increased over
time, from a total of 264 conversations in 2012 and
18,991 in the first half of 2016.
Most conversations (85.2%) occur on Twitter.
News media sources are key influencers by Klout score
and their posts are neutral
Public Health agencies tweeted the most about Tobacco
21 and their posts are both favorable and neutral
The majority of conversations were neutral (55%), 23%
were for Tobacco 21, and 22% were against
Posts were geographically dispersed, with the most in
CA, MA & NY
Implications
Use these findings:
– To track the volume of conversations around Tobacco 21
and where they are occurring online
– To gain insight into arguments in support of or against
Tobacco 21
– To identify the key influencers and their messages
Caveats/ limitations of the data
– Findings limited to posts identified by keywords
– Geographical location is based on geo-tagged posts (~1% of
all posts), user profile information, and information gathered
from post content.
Next steps: State-level profiles
CDC will provide each state with social media monitoring
stats on Tobacco 21 posts at national and state-level.
The State-level profile will include:
– Volume of conversations over time
– Social media sources
– Top 5 hashtags from Twitter
– Top 10 most retweeted posts (Twitter)
– Top 10 influencers by Klout score (Twitter)
– Top 10 influencers by post volume (Twitter)
– Topic wheel
– Conversations that are neutral, for, and against Tobacco 21.
– Examples of Tobacco 21 conversations
Acknowledgements
This study is funded by a contract from the Office on Smoking and
Health (OSH), Centers for Disease Control and Prevention (CDC).
More Information
Annice Kim, PhD, MPH
Senior Social Scientist
RTI International
510.665.8237
Yessica Gomez, MPH
Evaluator
Office on Smoking and Health, CDC
770.488.8947