Strategies to Increase Latino Immigrant Youth Engagement in Health Promotion Using Social Media

Background: Social media has numerous applications for health promotion efforts, and the benefits of using social media have been documented for disseminating health information, increasing health knowledge, assisting with disease management, and health behavior change. Past research has identified some strategies for successful user engagement; however, few studies have focused on immigrant Latino adolescents, and gaps remain regarding successful engagement strategies for this population. Identifying effective engagement tactics can inform more targeted health programs and social media outreach to reduce health disparities. 

Program background: As part of an academic-community partnership, we implemented the four-year Adelante program to address risk factors for co-occurring substance use, sexual risk and violence among predominantly Central American immigrants, ages 12-24, living near Washington, DC. Grounded in an adapted Positive Youth Development (PYD) framework, Adelante used an asset-based approach for risk prevention. We also applied social marketing and branding principles to engage participants, increase prevention message receptivity, and improve risk-preventive attitudes and behaviors. An Adelante Facebook fan page was launched in 2013 for day-to-day programming and a social marketing campaign (2015- 2016). Via Facebook, we disseminated risk and prevention information and engaged youth through ad and video content, contests, youth achievement stories, news articles, and blog posts.

Evaluation Methods and Results: In order to identify post features that were engaging for our Latino adolescent audience, we used Facebook Insights metrics for 871 posts (2013-2016). We developed a two-phased coding scheme. First, we exported the Facebook dataset and assigned quantitative code values in post feature categories: content type, language, tone, purpose, and campaign theme. We then uploaded the Facebook dataset into QSR Nvivo software, and qualitatively coded post text, photos, videos, and external link content by the following post features: health topic content, PYD construct (Confidence, Connection, Competence, Contribution), and people portrayed in the post. We converted qualitative codes into quantitative format, merged both coded datasets, and uploaded to SPSS for analysis. We created a Post Engagement variable by summing post clicks, reactions, comments and shares, and created a Post Engagement Rate variable by dividing the Post Engagement value by total reach per post. Using one-way ANOVA, we explored the association between post feature variables and Post Engagement Rate, using a significance value of p≤0.05. Post features that were significantly associated with Post Engagement Rate included: use of videos and photos; provision of program activity updates or youth achievement stories; portrayal of mixed-gender groups of youth; mental health- or violence-related content; and use of testimonials. Regarding PYD constructs, posts that illustrated youth participating in civil service or sports/recreation (Civic Action and Athletic Competence; Contribution) and posts that helped youth to connect with school or their culture (School and Cultural Connection) were significantly associated with Post Engagement Rate. Additional details regarding results will be provided.  

Conclusions: n/a

Implications for research and/or practice: The identification of post features that increase Latino immigrant adolescent social media engagement is helpful for informing future social media outreach efforts that seek to address health risks among this important and growing U.S. population.