国家烟草控制项目利用社交媒体促使烟民戒烟：一项横断面研究
2014/10/16
摘要
背景：利用社交媒体网站推广循证戒烟服务，可能会使该服务被更多烟民所使用。之前并无烟草控制项目（TCPs）中采纳及使用社交媒体的报道。
目的：本研究旨在探讨TCP对社交媒体的使用及所涉及的活动程度，TCP相关网站的覆盖面以及访问者对这些网站所涉及内容的参与程度。
方法：对各州TCP社交传媒网站及其内容进行横断面、描述性研究。
结果：2013年，60%（30/50）的TCP使用了社交媒体。将近四分之一(26%, 13/50)的TCP使用了三个或以上的社交媒体网站，24% (12/50) 使用了二个，10% (5/50)使用了一个网站。总体来说，60%（30/50）的TCP拥有Facebook主页，36% (18/50) 拥有推特主页，40% (20/50) 拥有YouTube频道。社交媒体在不同网站的覆盖面不尽相同，在不同州之间的变化也很大。在拥有Facebook主页的TCPs中，73% (22/30)在本州成年人中的受欢迎程度低于100/100000人,13% (4/30) 在成年人中的受欢迎程度高于400/100000人。在拥有推特主页的TCPs中，61% (11/18)在成年人中的关注者低于10/100000人，而只有一个州的TCP拥有超过100/100000人关注。共七个州(23%, 7/30)会每天更新他们的社交媒体网站。社交媒体网站最频繁的活动是信息传播，而不是与网站使用者互动。与国家戒烟媒体活动相关的社交媒体资源得到的推广很少。
结论：当前各州TCP社交媒体网站的覆盖面非常低，且大多数TCP网站未能推广现有的戒烟服务或是利用社交媒体的互动潜力。TCPs应该建立一个高参与度的网络环境，增进与烟民的双向交流，从而推广免费的戒烟服务。
（刘国梁 审校）
J Med Internet Res. 2014 Jul 10;16(7):e169. doi: 10.2196/jmir.3430.
The use of social media by state tobacco control programs to promote smoking cessation: a cross-sectional study.
Duke JC1, Hansen H, Kim AE, Curry L, Allen J.
ABSTRACT
BACKGROUND: The promotion of evidence-based cessation services through social media sites may increase their utilization by smokers. Data on social media adoption and use within tobacco control programs (TCPs) have not been reported.
OBJECTIVE: This study examines TCP use of and activity levels on social media, the reach of TCP sites, and the level of engagement with the content on sites.
METHODS: A cross-sectional descriptive study of state TCP social media sites and their content was conducted.
RESULTS: In 2013, 60% (30/50) of TCPs were using social media. Approximately one-quarter (26%, 13/50) of all TCPs used 3 or more social media sites, 24% (12/50) used 2, and 10% (5/50) used 1 site. Overall, 60% (30/50) had a Facebook page, 36% (18/50) had a Twitter page, and 40% (20/50) had a YouTube channel. The reach of social media was different across each site and varied widely by state. Among TCPs with a Facebook page, 73% (22/30) had less than 100 likes per 100,000 adults in the state, and 13% (4/30) had more than 400 likes per 100,000 adults. Among TCPs with a Twitter page, 61% (11/18) had less than 10 followers per 100,000 adults, and just 1 state had more than 100 followers per 100,000 adults. Seven states (23%, 7/30) updated their social media sites daily. The most frequent social media activities focused on the dissemination of information rather than interaction with site users. Social media resources from a national cessation media campaign were promoted infrequently.
CONCLUSIONS: The current reach of state TCP social media sites is low and most TCPs are not promoting existing cessation services or capitalizing on social media's interactive potential. TCPs should create an online environment that increases participation and 2-way communication with smokers to promote free cessation services.
J Med Internet Res. 2014 Jul 10;16(7):e169. doi: 10.2196/jmir.3430.
