Trends in Psychiatry and Psychotherapy
https://trends.org.br/article/doi/10.1590/2237-6089-2018-0023
Trends in Psychiatry and Psychotherapy
Original Article

Mental health information online: what we have learned from social media metrics in BuzzFeed’s Mental Health Week

Informações de saúde mental on-line: o que aprendemos com as métricas de mídias sociais na Semana de Saúde Mental do BuzzFeed

Thais Martini; Leticia S. Czepielewski; Daniel Prates Baldez; Emma Gliddon; Christian Kieling; Lesley Berk; Michael Berk; Marcia Kauer-Sant’; Anna

Downloads: 0
Views: 530

Abstract

Abstract 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.

Keywords

Mental health online, social media metrics, engagement, BuzzFeed, Mental Health Week, psychiatry

Resumo

Resumo Introdução O número de sites com foco em conteúdo de saúde mental vem crescendo rapidamente. Considerando a necessidade crescente de acesso a informações precisas sobre tratamento em saúde mental, é importante entender a promoção dessas informações on-line. Objetivo Analisar as interações da Semana de Saúde Mental do BuzzFeed (BuzzFeed’s Mental Health Week – BFMHW) em seu próprio site e em plataformas de mídia social relacionadas (Facebook, Twitter e YouTube) usando métricas de entrega de informações em tópicos de saúde mental. Métodos Extraímos métricas de mídias sociais das 20 postagens com o maior número de interações no site da BFMHW e de 41 vídeos disponíveis na playlist da BFMHW criada pelo perfil BuzzFeed Video no YouTube. Analisamos o formato e o conteúdo usados nos métodos de publicação do BuzzFeed, bem como as seguintes métricas de mídias sociais: exposição (presença on-line, visualizações e tempo on-line), influência (curtidas) e engajamento (comentários, compartilhamentos, respostas e interações do BuzzFeed). Resultados A análise das variáveis revelou que o envolvimento do público está associado ao número de mídias em que o conteúdo é publicado: visualizações no YouTube e compartilhamentos no Facebook (0,71, p <0,001), interações totais no Facebook (0,66, p <0,001) e número de interações totais no BuzzFeed (0,56, p <0,001). Conclusões Nossos resultados sugerem que o YouTube pode ser um importante canal de informações, incluindo atividades e envolvimento em outras mídias, como o Facebook. As informações podem alcançar o público de forma mais eficaz se forem exibidas em mais de uma mídia e incluírem experiências pessoais, algum humor no conteúdo e informações detalhadas sobre o tratamento.

Palavras-chave

Saúde mental on-line, métricas de mídia social, engajamento, BuzzFeed, Semana de Saúde Mental, psiquiatria

References

Internet seen as positive influence on education but negative influence on morality in emerging and developing nations. 2015.

Colom F, Vieta E, Sánchez-Moreno J, Palomino-Otiniano R, Reinares M, Goikolea JM. Group psychoeducation for stabilised bipolar disorders: 5-year outcome of a randomised clinical trial. Br J Psychiatry. 2009;194:260-5.

Reinares M, Colom F, Rosa AR, Bonnín CM, Franco C, Solé B. The impact of staging bipolar disorder on treatment outcome of family psychoeducation. J Affect Disord. 2010;123:81-6.

Reavley NJ, Jorm AF. Recognition of mental disorders and beliefs about treatment and outcome: findings from an Australian national survey of mental health literacy and stigma. Aust N Z J Psychiatry. 2011;45:947-56.

Mackey TK, Schoenfeld VJ. Going “social” to access experimental and potentially life-saving treatment: an assessment of the policy and online patient advocacy environment for expanded access. BMC Med. 2016;14.

Yamaguchi S, Mino Y, Uddin S. Strategies and future attempts to reduce stigmatization and increase awareness of mental health problems among young people: a narrative review of educational interventions. Psychiatry Clin Neurosci. 2011;65:405-15.

Cox-George C. The changing face(book) of psychiatry: can we justify “following” patients’ social media activity?. BJPsych Bull. 2015;39:283-4.

Crutzen R, Ruiter RA, de Vries NK. Can interest and enjoyment help to increase use of Internet-delivered interventions?. Psychol Health. 2014;29:1227-44.

Betton V, Borschmann R, Docherty M, Coleman S, Brown M, Henderson C. The role of social media in reducing stigma and discrimination. Br J Psychiatry. 2015;206:443-4.

Christensen H, Griffiths KM, Farrer L. Adherence in internet interventions for anxiety and depression. J Med Internet Res. 2009;11.

Ziebland S, Wyke S. Health and illness in a connected world: how might sharing experiences on the Internet affect people’s health?. Milbank Q. 2012;90:219-49.

Tandoc Jr EC, Jenkins J. The Buzzfeedication of journalism? How traditional news organizations are talking about a new entrant to the journalistic field will surprise you!. Journalism. 2015;18:482-500.

Mental Health Week. .

Understanding content marketing (content marketing certification – class transcript). .

Kelly N. Measuring social media for brand awareness. 2011.

Neiger BL, Thackeray R, Van Wagenen SA, Hanson CL, West JH, Barnes MD. Use of social media in health promotion: purposes, key performance indicators, and evaluation metrics. Health Promot Pract. 2012;13:159-64.

Mental Health Week. .

Mental Health Week. .

Worldwide revenue of Twitter from 2010 to 2017 (in million U.S. dollars). .

The Try Guys try therapy. .

Kelly L, Jenkinson C, Ziebland S. Measuring the effects of online health information for patients: item generation for an e-health impact questionnaire. Patient Educ Couns. 2013;93:433-8.

Karasouli E, Adams A. Assessing the evidence for e-resources for mental health self-management: a systematic literature review. JMIR Ment Health. 2014:e3.

6169c6bba95395518e23a3d2 trends Articles
Links & Downloads

Trends Psychiatry Psychother

Share this page
Page Sections