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Communicating genetics and smoking through social media: are we there yet?

ABSTRACT: BACKGROUND: Social media is a recent source of health information that could disseminate new scientific research, such as the genetics of smoking. OBJECTIVE: The objectives were (1) to evaluate the availability of genetic information about smoking on different social media platforms (ie, YouTube, Facebook, and Twitter) and (2) to assess the type and the content of the information displayed on the social media as well as the profile of people publishing this information. METHODS: We screened posts on YouTube, Facebook, and Twitter with the terms "smoking" and "genetic" at two time points (September 18, 2012, and May 7, 2013). The first 100 posts were reviewed for each media for the time points. Google was searched during Time 2 as an indicator of available information on the Web and the other social media that discussed genetics and smoking. The source of information, the country of the publisher, characteristics of the posts, and content of the posts were extracted. RESULTS: On YouTube, Facebook, and Twitter, 31, 0, and 84 posts, respectively, were included. Posts were mostly based on smoking-related diseases, referred to scientific publications, and were largely from the United States. From the Google search, most results were scientific databases. Six scientific publications referred to within the Google search were also retrieved on either YouTube or Twitter. CONCLUSIONS: Despite the importance of public understanding of smoking and genetics, and the high use of social media, little information on this topic is actually present on social media. Therefore, there is a need to monitor the information that is there and to evaluate the population's understanding of the information related to genetics and smoking that is displayed on social media.

SUBMITTER: de Viron S

PROVIDER: S-EPMC3785980 | biostudies-literature | 2013

REPOSITORIES: biostudies-literature

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Communicating genetics and smoking through social media: are we there yet?

de Viron Sylviane S Suggs L Suzanne LS Brand Angela A Van Oyen Herman H

Journal of medical Internet research 20130909 9

<h4>Background</h4>Social media is a recent source of health information that could disseminate new scientific research, such as the genetics of smoking.<h4>Objective</h4>The objectives were (1) to evaluate the availability of genetic information about smoking on different social media platforms (ie, YouTube, Facebook, and Twitter) and (2) to assess the type and the content of the information displayed on the social media as well as the profile of people publishing this information.<h4>Methods</ ...[more]

PMID: 24018012

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Project description:BackgroundHistorically, pharmaceutical companies have struggled with trust and brand reputation among key stakeholders and have adopted innovative marketing strategies to reach patients directly and rebuild those relationships. Social media influencers are a popular strategy to influence younger demographics, including Generation Z and millennials. It is common for social media influencers to work in paid partnerships with brands; this is a multibillion-dollar industry. Long have patients been active in online health communities and social media platforms such as Twitter and Instagram, but in recent years, pharmaceutical marketers have noticed the power of patient persuasion and begun to leverage "patient influencers" in brand campaigns.ObjectiveThis study aimed to explore how patient influencers communicate health literacy on pharmaceutical medications on social media to their communities of followers.MethodsA total of 26 in-depth interviews were conducted with patient influencers using a snowball sampling technique. This study is part of a larger project using an interview guide that included a range of topics such as social media practices, logistics of being an influencer, considerations for brand partnerships, and views on the ethical nature of patient influencers. The constructs of the Health Belief Model were used in this study's data analysis: perceived susceptibility, perceived severity, perceived benefits, perceived barriers, cues to action, and self-efficacy. This study was approved by the institutional review board of the University of Colorado and adhered to ethical standards in interview practice.ResultsAs patient influencers are a new phenomenon, it was our goal to identify how health literacy on prescription medications and pharmaceuticals is being communicated on social media. Using the constructs of the Health Belief Model to guide the analysis, 3 themes were identified: understanding disease through experience, staying informed on the science or field, and suggesting that physicians know best.ConclusionsPatients are actively exchanging health information on social media channels and connecting with other patients who share similar diagnoses. Patient influencers share their knowledge and experience in efforts to help other patients learn about disease self-management and improve their quality of life. Similar to traditional direct-to-consumer advertising, the phenomenon of patient influencers raises ethical questions that need more investigation. In a way, patient influencers are health education agents who may also share prescription medication or pharmaceutical information. They can break down complex health information based on expertise and experience and mitigate the loneliness and isolation that other patients may feel without the support of a community.

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Communicating genetics and smoking through social media: are we there yet?

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Communicating genetics and smoking through social media: are we there yet?

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