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Understanding Melanoma Talk on Twitter: The Lessons Learned and Missed Opportunities

Author

Listed:
  • Basma T. Gomaa

    (School of Public Health, Indiana University, 1025 E 7th St., Bloomington, IN 47405, USA)

  • Eric R. Walsh-Buhi

    (School of Public Health, Indiana University, 1025 E 7th St., Bloomington, IN 47405, USA)

  • Russell J. Funk

    (Carlson School of Management, University of Minnesota, 321 19th Avenue South, Minneapolis, MN 55455, USA)

Abstract

Background: Melanoma is the third most common cause of cancer and the deadliest form of skin cancer among 17–39 year-olds in the United States. Melanoma is a critical public health issue with a substantial economic burden. Cases and associated burdens, however, could be prevented with a greater awareness of, and interventions related to, skin cancer and melanoma-related preventive behaviors. In fact, as social media use is close to ubiquitous, it represents a potential communication modality. However, more research is needed to understand the current state of melanoma-related information exchanged between Twitter users. This study aimed to understand the different types of users controlling the melanoma-related information diffusion and conversation themes on Twitter. Methods: Tweets ( n = 692) were imported from Twitter between 1 and 31 May 2021 using the Twitter public API; and uploaded to NodeXL to conduct a social network analysis. Results: Health professionals and organizations with medical backgrounds were the main content producers, disseminators, and top influencers. However, information diffusion is slow and uneven among users. Additionally, conversations lacked a focus on preventive behaviors. Conclusion: Twitter is a potential platform for the targeted outreach of individuals in melanoma awareness campaigns. This study provides insights maximizing the effectiveness of Twitter as a communication modality. Our findings can help guide the development of customized content and interventions during melanoma awareness campaigns.

Suggested Citation

  • Basma T. Gomaa & Eric R. Walsh-Buhi & Russell J. Funk, 2022. "Understanding Melanoma Talk on Twitter: The Lessons Learned and Missed Opportunities," IJERPH, MDPI, vol. 19(18), pages 1-9, September.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:18:p:11284-:d:909728
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    References listed on IDEAS

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    1. Henriette De La Garza & Mayra B. C. Maymone & Neelam A. Vashi, 2021. "Impact of Social Media on Skin Cancer Prevention," IJERPH, MDPI, vol. 18(9), pages 1-12, May.
    2. Wasim Ahmed & Josep Vidal-Alaball & Francesc Lopez Segui & Pedro A. Moreno-Sánchez, 2020. "A Social Network Analysis of Tweets Related to Masks during the COVID-19 Pandemic," IJERPH, MDPI, vol. 17(21), pages 1-9, November.
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