Trending Topic: How to Use Social Media to Disseminate Sexual Health Information to Adolescents

Theoretical Background and research questions/hypothesis:

Adolescent sexual health is an acute public health problem in Indiana. Almost half of Hoosier adolescents (49.2%) have had sexual intercourse, approximately one third are currently sexually active, and Indiana has one of the highest teen births rates in the nation. (ISDH, 2013). Additionally, new HIV infections among 10-19 year olds have increased by 5% (Indiana Black Expo, Inc., 2012). Health officials need to urgently discover new ways to educate and persuade adolescents to avoid engaging in risky sexual behaviors.  

As adolescents shift their media consumption, social media platforms might be promising avenues to disseminate sexual health information to this population. Although health organizations use these platforms, many state health departments have few followers, receive few likes and overall are not reaching or engaging the intended audience (Thackeray et. al, 2012). If public health agencies are to effectively use social media, they must develop a strategic communication plan that incorporates best practices for expanding reach and fostering engagement (Thackeray et. al, 2012). To develop such a plan, health officials first need to know what adolescents desire from social media accounts that disseminate preventive sexual health information.

The purpose of this study is to explore adolescent perceptions about the use of social media platforms for the dissemination of preventive sexual health information. The research questions guiding this study are:

RQ1: What are adolescents’ current perceptions about the use of social media platforms for the dissemination of preventive sexual health information?

RQ2: What characteristics of a social media post would capture an adolescent’s attention?

RQ3: What are barriers that would discourage adolescents from interacting with a social media post about preventive sexual health information?

Methods:

Qualitative methodology was conducted with 37 Indiana high school students ages 14-18. Focus groups were semi-structured and approximately 65 minutes long. Data was coded and analyzed in Nvivo11, using a grounded theory approach.

Results:

Three main themes emerged from the data. First, adolescents agreed social media was a good place to disseminate preventive sexual health information but many prefered to find information through Internet searches. Secondly, to capture their attention, participants recommended social media posts come from health organizations, include persuasive titles and stats, have eye-pleasing graphics and written information should be concise. Lastly, the main barrier to liking a social media posts about pregnancy or STD prevention revolved around the stigma attached to these topics. Participants may like a post, but would refrain from liking the post publicly for fear of being judged. Participants were more willing to share the information privately.

Conclusions:

Due to the stigmatized nature of the topic, when disseminating preventive sexual health information to adolescents, health organizations should focus on following adolescent accounts first, publicly posting persuasive information, and using private features such as direct message to interact with adolescents on an individual level.  

Implications for research and/or practice:

To measure the effectiveness and reach of social media posts, health organizations should go beyond quantifying likes and comments. Future research should explore how to reframe, capture and operationalize social media engagement.