Abstract
BackgroundSocial media platforms such as Facebook, Instagram, and Twitter, which have millions of users who interact and communicate every day, have been effective in promoting sexual health interventions and in disseminating reproductive health education. They have also been shown to be useful in health promotion and have been used to track several key metrics (eg, comments, posts) among users of all demographics. However, there is a lack of research on the impact and reach of these social media platforms as a community-based tool for disseminating sexual health information and for increasing engagement among Black adolescents and young adults, which is a targeted high-risk population.ObjectiveThe purpose of this study was to determine the social media platforms and banner advertisements that affected engagement among Black male adolescents and young adults in participating in web-based health surveys.MethodsA web-based survey was conducted from March 2019 to July 2019 to assess sexual health and health behaviors in a convenience sample of Black male adolescents and young adults in the age range of 18-24 years (N=170). Social media metrics from Facebook, Instagram, and Twitter were monitored. This cross-sectional survey comprised several categories, including basic personal information, drug-related risk behaviors, health care, sexual reproductive health questions, attitudes, norms, and perceived control, mental health, violence-related risk behaviors, and social media preferences.ResultsSocial media advertisements on the Black Male Opinion survey reached approximately 146,412 individuals. Our primary finding of the web-based survey engagement was that referral (eg, group chat, indirect social media sharing) led to as the greatest proportion of recruitment, with Twitter and YouTube as the preferred sites to receive sexual health information.ConclusionsRecognizing the variety of technologies being used among Black male young adults and adolescents can help the community, researchers, and health care providers understand the web-based engagement of this high-risk population. This information may also promote culturally sensitive, customized marketing on sexual health information for this population.
Highlights
Internet and social media use are universal among adolescents and young adults in the United States, with 80% having access to either a smartphone or broadband internet [1]
Our primary finding of the web-based survey engagement was that referral led to as the greatest proportion of recruitment, with Twitter and YouTube as the preferred sites to receive sexual health information
Recognizing the variety of technologies being used among Black male young adults and adolescents can help the community, researchers, and health care providers understand the web-based engagement of this high-risk population
Summary
Internet and social media use are universal among adolescents and young adults in the United States, with 80% having access to either a smartphone or broadband internet [1]. Major health care systems such as the Mayo Clinic have begun beta testing the impact of social media by creating Twitter accounts and by using analytics to track engagement and the impact on their marketing [6] This shift toward a more social media–friendly approach in the health care system in general, in primary care, is a result of the need to adapt to new technologies and to reach those disproportionately affected by health problems due to socioeconomic factors. Social media platforms such as Facebook, Instagram, and Twitter, which have millions of users who interact and communicate every day, have been effective in promoting sexual health interventions and in disseminating reproductive health education. There is a lack of research on the impact and reach of these social media platforms as a community-based tool for disseminating sexual health information and for increasing engagement among Black adolescents and young adults, which is a targeted high-risk population
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