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Mental health information online: What we have learned from social media metrics in BuzzFeed’s mental health week

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journal contribution
posted on 2018-10-01, 00:00 authored by T C Martini, L S Czepielewski, D P Baldez, Emma Gliddon, C Kieling, Lesley BerkLesley Berk, Michael BerkMichael Berk, M Kauer-Sant’anna
Introduction:
The Internet has seen rapid growth in the number of websites focusing on mental health content. Considering the increased need for access to accurate information about mental health treatment, it is important to understand the promotion of this information online.
Objective:
To analyze BuzzFeed’s Mental Health Week (BFMHW) interactions on its own website and in related social media platforms (Facebook, Twitter and YouTube) using metrics of information delivery in mental health topics. Methods:
We extracted social media metrics from the 20 posts with the highest number of BuzzFeed interactions on the BFMHW website and from 41 videos available on the BFMHW playlist created by the BuzzFeed Video profile on YouTube. We analyzed the format and content used in BuzzFeed’s publishing methods as well as the following social media metrics: exposure (presence online, views and time online), influence (likes) and engagement (comments, shares, replies and BuzzFeed interactions).
Results:
Analysis of the variables revealed that audience engagement is associated with the number of medias in which the content is published: views on YouTube and shares on Facebook (0.71, p<0.001), total interactions on Facebook (0.66, p<0.001) and BuzzFeed number of total interactions (0.56, p<0.001).
Conclusions:
Our results suggest that videos on YouTube may be an important information channel, including activity and engagement on other medias such as Facebook. Information may be more effective in reaching the audience if it is delivered in more than one media and includes personal experiences, some humor in content and detailed information about treatment.

History

Journal

Trends in Psychiatry and Psychotherapy

Volume

40

Issue

4

Pagination

326 - 336

Publisher

Sociedade de Psiquiatria do Rio Grande do Sul

Location

Porto Alegre, Brazil

ISSN

2237-6089

eISSN

2238-0019

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2018, Sociedade de Psiquiatria do Rio Grande do Sul

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