Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter

Massey, Philip M.; Chiang, Shawn C.; Rose, Meredith; Murray, Regan; Rockett, Madeline; Togo, Elikem; Klassen, Ann C.; Manganello, Jennifer A.; Leader, Amy

doi:10.3389/fdgth.2021.682639

Cited by 12 publications

(9 citation statements)

References 47 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Another potential strategy to develop salient and relevant information on social media about vaccines for various audiences is through use of personas (Massey et al, 2021 ), which are representations of types of people created to reflect the demographics, concerns, motivations, and behaviors of the target population. By using personas to guide development of vaccine messaging and information, we can begin with targeted messages to various demographic segments, but also layer information that acknowledges key identities and underlying motivations that can be used to build confidence.…”

Section: Discussionmentioning

confidence: 99%

HPV and COVID-19 vaccines: Social media use, confidence, and intentions among parents living in different community types in the United States

Manganello

Chiang²,

Cowlin

et al. 2022

J Behav Med

Self Cite

View full text Add to dashboard Cite

Our study measured parental confidence and intention/uptake of two adolescent vaccines (HPV and COVID-19), focusing on differences among community types including urban, suburban, and rural. Although social media provides a way for misinformation to spread, it remains a viable forum for countering misinformation and engaging parents with positive vaccine information across community types. Yet, little is understood about differences in social media use and vaccine attitudes and behaviors for parents living in rural, suburban and urban areas. We sought to determine how to better reach parents living in different community types with targeted social media channels and messaging. In August 2021, we used a cross-sectional survey programmed in Qualtrics to collect data from 452 parents of children ages 9 to 14 living in different community types across the United States. Participants came from a survey panel maintained by CloudResearch. Survey questions asked about demographics, political affiliation, community type, social media use, health and vaccine information sources, and attitudes and behaviors regarding the HPV and COVID-19 vaccines. Our sample of parents (n = 452) most frequently used Facebook (76%), followed by YouTube (55%), and Instagram (43%). When comparing social media use by community type, parents used the top platforms at similar rates. Social media use was associated with vaccine confidence and intention/uptake in unadjusted models but not in adjusted models. Further, there were no significant differences in HPV vaccine confidence or intention/uptake by community type (i.e., rural, suburban, urban). For the COVID-19 vaccine, parents in rural communities were less likely to have vaccine confidence and intention/uptake in the unadjusted model. For both HPV and COVID-19 vaccines, political affiliation was the only common factor associated with both vaccine confidence and intention/uptake. Parents who identified as Democrat compared to Republican had greater confidence in the vaccines and had higher odds of vaccine intention/uptake for their children. Although rurality has been associated with vaccine confidence in the past we did not find that in our study. Instead, political affiliation appeared to explain most of the variation in vaccine confidence and intention/uptake, suggesting that more research is needed to identify best practices for using social media to reach parents with different political beliefs.

show abstract

Section: Discussionmentioning

confidence: 99%

HPV and COVID-19 vaccines: Social media use, confidence, and intentions among parents living in different community types in the United States

Manganello

Chiang²,

Cowlin

et al. 2022

J Behav Med

Self Cite

View full text Add to dashboard Cite

show abstract

Section: Discussionmentioning

confidence: 85%

“…Critical for sustained engagement seems to be the inclusion and posting of trends and topics other than vaccination to maintain interest. This was found to be the case in another social media study (72), where keeping the audience's interest by taking an integrative holistic approach worked to sustain engagement. The COVID-19 vaccine posts and hashtags helped broaden the reach of our audience and make our content easier to find for those who did not follow our account but may be interested in keeping up with public health.…”

Section: Sustained Engagement and Implications For Adapting Public He...mentioning

confidence: 87%

“…Content calendars, social media holidays and observances, and social media planning apps were utilized for this study. Social media vaccine intervention literature has also shown that posting on general prevention and lifestyle interest topics, and not only vaccine promotion, will facilitate retaining interest and engagement with an account ( 47 , 48 , 72 ). Planning apps, such as Planoly, were used to organize content and captions before posting ( 73 ).…”

Section: Methodsmentioning

confidence: 99%

See 1 more Smart Citation

Adaptation and Dissemination of a National Cancer Institute HPV Vaccine Evidence-Based Cancer Control Program to the Social Media Messaging Environment

Hopfer

Phillips

Weinzierl

et al. 2022

Front. Digit. Health

View full text Add to dashboard Cite

Social media offers a unique opportunity to widely disseminate HPV vaccine messaging to reach youth and parents, given the information channel has become mainstream with 330 million monthly users in the United States and 4.2 billion users worldwide. Yet, a gap remains on how to adapt evidence-based vaccine interventions for the in vivo competitive social media messaging environment and what strategies to employ to make vaccine messages go viral. Push-pull and RE-AIM dissemination frameworks guided our adaptation of a National Cancer Institute video-based HPV vaccine cancer control program, the HPV Vaccine Decision Narratives, for the social media environment. We also aimed to understand how dissemination might differ across three platforms, namely Instagram, TikTok, and Twitter, to increase reach and engagement. Centering theory and a question-answer framework guided the adaptation process of segmenting vaccine decision story videos into shorter coherent segments for social media. Twelve strategies were implemented over 4 months to build a following and disseminate the intervention. The evaluation showed that all platforms increased following, but Instagram and TikTok outperformed Twitter on impressions, followers, engagement, and reach metrics. Although TikTok increased reach the most (unique accounts that viewed content), Instagram increased followers, engagement, and impressions the most. For Instagram, the top performer, six of 12 strategies contributed to increasing reach, including the use of videos, more than 11 hashtags, COVID-19 hashtags, mentions, and follow-for-follow strategies. This observational social media study identified dissemination strategies that significantly increased the reach of vaccine messages in a real-world competitive social media messaging environment. Engagement presented greater challenges. Results inform the planning and adaptation considerations necessary for transforming public health HPV vaccine interventions for social media environments, with unique considerations depending on the platform.

show abstract

“…A persona is a fictional, but realistic description of an audience segment as it is built on research insights and data from real citizens (Harley, 2015;Porta et al, 2023). As pointed by Massey et al (2021), persona development is data-driven and "personas are based on real-life typologies of people that can be used to create characters and messages to communicate important (…) information through relatable narrative storylines". Personas are a valuable tool for communication as they help make details and key characteristics of target audience segments more salient and memorable.…”

Section: Personasmentioning

confidence: 99%

Communication on plant health risks:Social science research, audience segmentation, and communication strategy for an EU awareness‐raising campaign

Lourenço,

Vrbos,

Adeboye

et al. 2023

EFS3

View full text Add to dashboard Cite

The European Food Safety Authority (EFSA) carried out preparatory work to inform an EU awareness‐raising communication campaign on plant health risks. In a first phase, this included social science research and audience segmentation to inform appropriate choices regarding targeting and topics to be covered. Mixed methods research was carried out – including analysis of survey data, literature review and in‐depth interviews –, to identify plant health awareness, knowledge, risk perception, preferred information sources and trust in different actors. Four “personas” were developed based on the results, representing four potential audience segments: “curious traveller” (P1), “home gardener and hobby farmer” (P2), “conscious young parent” (P3), and “adventurous and green foodie” (P4). The research also included an additional focus on stakeholders involved in plant health, agriculture, and related sectors since they can support the objectives and reach of a campaign. Then, in a second phase, the communication strategy for the 3‐year campaign was designed, building on the social research as well as on situational analysis and a stakeholder mapping. The proposed strategy for the campaign foresees targeting of P1, P2 and P3, and entails using a progressive model aimed at raising target audiences’ awareness (Year 1), triggering critical thinking (Y2), and activating and creating advocacy (Y3). A crucial role will also be played by plant sector operators, who will be involved in dedicated activities and act as touchpoints and amplifiers for the campaign. The strategy provides a common framework allowing Member States (MSs) to fully localise the national implementation and to join the campaign throughout its 3‐year course. The report outlines the objectives and topics defined for the different years of the campaign per target audience, as well as the tactics and the evaluation methodology. EFSA plans to launch the campaign in summer 2023 in collaboration with participating MSs.

show abstract

Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter

Cited by 12 publications

References 47 publications

HPV and COVID-19 vaccines: Social media use, confidence, and intentions among parents living in different community types in the United States

HPV and COVID-19 vaccines: Social media use, confidence, and intentions among parents living in different community types in the United States

Adaptation and Dissemination of a National Cancer Institute HPV Vaccine Evidence-Based Cancer Control Program to the Social Media Messaging Environment

Communication on plant health risks:Social science research, audience segmentation, and communication strategy for an EU awareness‐raising campaign

Contact Info

Product

Resources

About