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

Basma T. Gomaa, Eric R. Walsh-Buhi () and Russell J. Funk
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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

IJERPH, 2022, vol. 19, issue 18, 1-9

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.

Keywords: melanoma; twitter; social network analysis; public health; social media (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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