@Article{信息:doi 10.2196 / /公共健康。9332，作者=“Andrade, Elizabeth Louise and Evans, W Douglas and Barrett, Nicole and Edberg, Mark Cameron and Cleary, Sean D”，标题=“利用社交媒体增加拉丁裔移民青年参与健康促进的策略:混合方法研究”，期刊=“JMIR公共卫生监测”，年=“2018”，月=“12月”，日=“19”，卷=“4”，数=“4”，页=“e71”，关键词=“社交媒体;健康促进;拉丁美洲人;移民;青少年;西班牙裔美国人;移民和移民;背景:促进健康和疾病预防工作的社交媒体应用程序的参与者参与对其有效性至关重要，并增加了影响可持续行为改变的可能性。然而，关于利用社交媒体吸引拉丁裔青年移民的有效策略，证据有限。 As part of the Avance Center for the Advancement of Immigrant/Refugee Health in Washington, DC, USA, we implemented Adelante, a branded primary prevention program, to address risk factors for co-occurring substance use, sexual risk, and interpersonal violence among Latino immigrant adolescents aged 12 to 19 years in a Washington, DC suburb. Objective: The objectives of this study were to (1) characterize Adelante participant Facebook reach and engagement and (2) identify post content and features that resulted in greater user engagement. Methods: We established the Adelante Facebook fan page in October of 2013, and the Adelante social marketing campaign used this platform for campaign activities from September 2015 to September 2016. We used Facebook Insights metrics to examine reach and post engagement of Adelante Facebook page fans (n=743). Data consisted of Facebook fan page posts between October 1, 2013 and September 30, 2016 (n=871). We developed a 2-phased mixed-methods analytical plan and coding scheme, and explored the association between post content categories and features and a composite measure of post engagement using 1-way analysis of variance tests. P<.05 determined statistical significance. Results: Posts on the Adelante Facebook page had a total of 34,318 clicks, 473 comments, 9080 likes or reactions, and 617 shares. Post content categories that were statistically significantly associated with post engagement were Adelante program updates (P<.001); youth achievement showcases (P=.001); news links (P<.001); social marketing campaign posts (P<.001); and prevention topics, including substance abuse (P<.001), safe sex (P=.02), sexually transmitted disease prevention (P<.001), and violence or fighting (P=.047). Post features that were significantly associated with post engagement comprised the inclusion of photos (P<.001); Spanish (P<.001) or bilingual (P=.001) posts; and portrayal of youth of both sexes (P<.001) portrayed in groups (P<.001) that were facilitated by adults (P<.001). Conclusions: Social media outreach is a promising strategy that youth programs can use to complement in-person programming for augmented engagement. The Latino immigrant youth audience in this study had a tendency toward more passive social media consumption, having implications for outreach strategies and engagement measurement in future studies. While study findings confirmed the utility of social marketing campaigns for increasing user engagement, findings also highlighted a high level of engagement among youth with posts that covered casual, day-to-day program activity participation. This finding identifies an underexplored area that should be considered for health messaging, and also supports interventions that use peer-to-peer and user-generated health promotion approaches. ", issn="2369-2960", doi="10.2196/publichealth.9332", url="http://publichealth.www.mybigtv.com/2018/4/e71/", url="https://doi.org/10.2196/publichealth.9332", url="http://www.ncbi.nlm.nih.gov/pubmed/30567689" }