Strategic use of Twitter as a source of health information: a pilot study with textual analysis of health tweets

ABSTRACT This study examines how key organizations and individuals use Twitter strategically to disseminate health messages, in terms of information, community, and action functions. A textual analysis was conducted through a synthesized analytical approach (typology of strategic tweets by classification of key users), comparing the tweets originated from media users versus non-media users. Findings suggest that key health communicators use Twitter either for spreading health information, building relationships, or encouraging people to perform health-related actions. Media users tweet more health information whereas non-media users tweet more to propose health-improving behavior. Implications of this analysis for health and social care are also discussed.