Social media and diffusion of health information: An analysis of tweets and retweets resulting from an influenza-related webinar

Background: Between November 2009 and January 2010, the Centers for Disease Control and Prevention hosted a series of influenza-related webinars and encouraged participants to share the information through social media tools, including Twitter (a microblogging and social networking tool). For the webinar discussed below, the authors facilitated information sharing by establishing and promoting a unique Twitter hashtag for the event. The webinar provided an opportunity to examine the diffusion of health messages via Twitter. Methods: Authors used a qualitative content analysis to examine the transcript and tweets resulting from the webinar to identify which messages participants chose for dissemination. Tweets were included only if they contained the established hashtag. Authors then examined the social network of "live tweeters," those who tweeted during the event, to determine reach and spread of main messages. Results: Of 46 tweets using the hashtag, 32 were promotional tweets (resulting in 98 clicks through to the webpage promoting the webinar). Fourteen tweets were live tweets from the event: 12 reiterated main points and statistics, one asked a question, and one promoted CDC social media products. Overall, promotional tweets had the potential to reach 102,124 Twitter users. Live tweets had the potential to reach 1,536. The presentation will include images of the social network representing tweet dissemination. Conclusions: This activity demonstrates that participant-generated live-tweeting is a valid form of health information dissemination, and is particularly beneficial for reaching extended networks of participants. Results from analysis of messages tweeted have implications for future message formation.