

Users are identified with usernames preceded by the symbol. There are 302 million active, monthly users and 500 million tweets posted per day.
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Twitter is a free social channel where registered individuals or organizations (ie, users) can share 140-character messages called tweets. JMIR Public Health Surveill 2017 3(2):e34Īpproximately a quarter (23%) of American adult (age 18+) Internet users and a fifth (19%) of the entire American adult population use Twitter. The practical significance of the engagement ratio and ROE depends on the audience, context, scope, scale, and goal of a Twitter chat or other organized hashtag-based communications on Twitter. The #LiveFitNOLA organizers’ engagement ratios and ROEs indicated a moderate level of engagement with their audience. The engagement ratios and ROEs for the #LiveFitNOLA organizers were 1:1, 40% (13/32) and 2:1, −40% (−25/63) Content analysis showed information sharing (63.9%, 314/491) and health information (27.9%, 137/491) as the most salient theme and sub-theme, respectively.Ĭonclusions: Our findings suggest Twitter chats facilitate audience engagement in two-way communications between public health entities and their audience. The resulting network had 134 network members and 474 engagements. Results: The #LiveFitNOLA chat had 744 tweets and 66 participants with an average of 11 tweets per participant. We assessed audience engagement in two-way communications with two metrics: engagement ratio and return on engagement (ROE). The study population comprised individuals and organizations participating or who were mentioned in the first #LiveFitNOLA chat, during a 75-min period on March 5, 2015, from 12:00 PM to 1:15 PM Central Time. Methods: We used a mixed-methods approach, social network analysis, and content analysis.
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We also describe how to measure two-way communications, incoming and outgoing mentions, between users in a protocol using free and publicly available tools (Symplur, OpenRefine, and Gephi). Objective: We analyzed whether Twitter chats facilitate engagement in two-way communications between public health entities and their audience.
