The use of social media for reproductive health advocacy among physicians: a content analysis of tweets by physicians engaged in reproductive health care

Abstract

ABSTRACT Background Physician voices on social media are important for health policy advocacy. However, the extent to which physicians use best practices around health communications strategy is unknown. Methods We implemented a content analysis of 1373 tweets from 12 physicians who specialize in reproductive health care and participated in a reproductive health-related advocacy training program, to describe their reproductive health advocacy tweets in terms of levels of engagement, tone, framing and target audience. Results The most common framing centered on identifying abortion and contraception as essential health care services. Approximately one-third used proactive (37%), reactive (33%), and neutral (30%) strategies. Less than one-quarter (19%) of the tweets explicitly self-identified as a physician. Conclusions Participants used a range of message frames, tones, and audience engagement tactics, suggesting a deliberate health communications strategy. Advocacy training discusses the importance of these domains when using social media for advocacy.