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      How to create public health Facebook posts based on Motivational Interviewing a pproach ?

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            Abstract

            Objective:

            This research aimed at identifying which types of social media content could achieve higher engagement rate and encourage smokers' motivational language. Intervention contents were classified according to motivational interviewing (MI) strategies.

            Methods:

            We categorized the included 701 Facebook posts (N=701) into five different groups according to specific MI strategies. Entertaining and informative strategies were in the control group. Facebook users’ interactions were the primary outcomes (engagement rate, negative feedback, and fan-total reach ratio). The comments reflecting smokers’ motivational language were the secondary outcomes (change talk and sustain talk).

            Results:MI strategies achieved significantly higher engagement rate, higher fan-total reach ratio, and evoked more change talk. “Elaborating change talk” strategies elicited considerably more change talk. “Affirming change talk” strategies obtained higher fan-total reach ratio and generated significantly more change talk. “Relational MI” strategies achieved significantly higher engagement rate.

            Conclusions:

            This study offers an important insight into the Facebook post creating for public health professionals who design Facebook-based interventions. These MI strategies can increase the engagement rate: ”Building Partnership” and ”Expressing Empathy”. These MI strategies can reach more fans: ”Affirming Change Talk” and ”Reflecting Change Talk” strategies. Finally, these MI strategies can support smoking cessation: ”Elaborating Change Talk” and ”Affirming Change Talk” strategies.

            Source: Pócs D, Óvári T, Watti J, Hamvai Cs, Kelemen O. How to create social media contents based on Motivational Interviewing approach to support tobacco use cessation? A content analysis. Journal of Substance Use 2021; DOI: 10.1080/14659891.2021.1967484. [Full preprint with appendix is available at ResearchGate.]

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            Author and article information

            Journal
            ScienceOpen Posters
            ScienceOpen
            5 October 2021
            Affiliations
            [1 ] Department of Behavioral Science, Faculty of Medicine, University of Szeged, Hungary
            Author notes
            Author information
            https://orcid.org/0000-0001-6544-5148
            Article
            10.14293/S2199-1006.1.SOR-.PPB7B0P.v1
            caa40c1d-5714-4953-8e63-3c6d9c7aa241

            This work has been published open access under Creative Commons Attribution License CC BY 4.0 , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Conditions, terms of use and publishing policy can be found at www.scienceopen.com .

            History
            : 5 October 2021

            The datasets generated during and/or analysed during the current study are available from the corresponding author on reasonable request.
            Medicine,Psychology,Social & Behavioral Sciences,General behavioral science,Clinical Psychology & Psychiatry,Communication & Media studies,Public health
            Social media,Facebook content,Smoking cessation,Public helath,Engagement,Change talk,Motivation,Facebook post,Facebook,Motivational interviewing

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