The Reach of the “Don’t Fry Day” Twitter Campaign: Content Analysis (Preprint)

BACKGROUND Skin cancer is the most common cancer in the United States, disproportionately affecting young women. Since many young adults use Twitter, it may be an effective channel to communicate skin cancer prevention information. OBJECTIVE The study aimed to assess the reach of the National Council on Skin Cancer Prevention (NCSCP)’s 2018 <italic>Don’t Fry Day</italic> Twitter campaign, categorize the types of individuals or tweeters who engaged in the campaign, and identify themes of the tweets. METHODS Descriptive statistics were used, and a content analysis of Twitter activity during the 2018 <italic>Don’t Fry Day</italic> campaign was conducted. The NCSCP tweeted about <italic>Don’t Fry Day</italic> and skin cancer prevention for 14 days in May 2018. Twitter contributors were categorized into groups. The number of impressions (potential views) and retweets were recorded. Content analysis was used to describe the text of the tweets. RESULTS A total of 1881 Twitter accounts, largely health professionals, used the <italic>Don’t Fry Day</italic> hashtag, generating over 45 million impressions. These accounts were grouped into nine categories (eg, news or media and public figures). The qualitative content analysis revealed informative, minimally informative, and self-interest campaign promotion themes. Informative tweets involved individuals and organizations who would mention and give further context and information about the #DontFryDay campaign. Subthemes of the informative theme were sun safety, contextual, and epidemiologic information. Minimally informative tweets used the hashtag (#DontFryDay) and other types of hashtags but did not give any further context or original material in the tweets. Self-interest campaign promotion involved businesses, firms, and medical practices that would utilize and promote the campaign to boost their own ventures. CONCLUSIONS These analyses demonstrate the large potential reach of social media public health campaigns. However, limitations of such campaigns were also identified, for example, the relatively homogeneous groups actively engaged in the campaign. This study contributes to the understanding of the types of accounts and messages engaged in social media campaigns utilizing a hashtag, providing insight into the messages and participants that are effective and those that are not to achieve campaign goals. Further research on the potential impact of social media on health behaviors and outcomes is necessary to ensure wide-reaching implications.