■在过去的十年里,许多致力于满足老年人需求和利益的组织已经转向社交媒体平台,比如Twitter,随后更名为X,以提高与年龄有关的问题的可见度。然而,尽管他们不断增长的数字存在和参与,这些倡导团体对社交媒体的使用给予了很少的关注。为了实现政策转变,宣传组织必须首先能够吸引和动员受众。
■我们的研究旨在阐明不同的推文功能如何影响年龄倡导组织上传的帖子达到峰值参与度所需的时间。
■我们整理了来自53个年龄倡导组织在12年内发布的204,905条推文。每条推文的参与度分数是通过结合完善的指标来计算的,即喜欢,转发,引用推文,和答复。我们运行了Cox模型,其中推文功能作为预测因子,时间到高峰参与作为结果。“峰值参与度”(事件)是指高于第75百分位数的参与度分数,“时间”是指每条推文达到峰值参与度所需的几个月。
■大约有1/2的推文(n=103,068,50.3%)要么没有标签,要么只有1个标签。大约三分之二(n=131,220,64%)的推文包含URL。视觉信息被高度未被充分利用,大多数推文不包括GIF(n=204,202,99.7%),视频(n=199,800,97.5%),或照片(n=143,844,70.2%)。大约一半(n=101,470,49.5%)的推文包含提及,9.3%(n=19,009)的推文是回复。只有4.5%(n=9285)的推文是引用推文。大多数推文是在下午(n=86,004,42%)和工作日(n=180,499,88.1%)上传的。正如假设的那样,与峰值参与度相关的特征是包含照片等视觉元素,使峰值参与度提高了3倍(P<.001),以及使用3个或更多的标签(P<.001)。引用推文将参与度提高了3倍(P<.001),与常规推文相比,控制账户级协变量。来自推文数量较高的组织的推文达到峰值参与度的可能性降低了40%(P<.001)。
■社交媒体作为一个网络平台,有可能以指数级的速度在全球范围内接触用户。发现了更有可能在Twitter上达到峰值参与度的功能,我们的研究为年龄倡导组织创造一个更具年龄包容性的世界的运动提供了宝贵的资源。
UNASSIGNED: Over the last decade, many organizations dedicated to serving the needs and interests of older adults have turned to social media platforms, such as Twitter, subsequently rebranded X, to improve the visibility of age-related issues. However, notwithstanding their growing digital presence and participation, minimal attention has been paid to the use of social media among these advocacy groups. To achieve policy change, advocacy organizations must first be able to engage and mobilize audiences.
UNASSIGNED: Our study aims to elucidate how different tweet features affect the time it takes for posts uploaded by age advocacy organizations to reach peak engagement.
UNASSIGNED: We collated 204,905 tweets from 53 age advocacy organizations posted over a 12-year period. The engagement score of each tweet was calculated by combining well-established metrics, namely likes, retweets, quote tweets, and replies. We ran Cox models with tweet features as predictors and time-to-peak engagement as the outcome. \"Peak engagement\" (event) refers to engagement scores above the 75th percentile, and \"time\" refers to months taken to reach peak engagement per tweet.
UNASSIGNED: Approximately 1 in 2 tweets (n=103,068, 50.3%) had either no hashtags or just 1 hashtag. Around two-thirds (n=131,220, 64%) of the tweets included a URL. Visual information was highly underused, with most tweets not including GIFs (n=204,202, 99.7%), videos (n=199,800, 97.5%), or photos (n=143,844, 70.2%). Roughly half (n=101,470, 49.5%) of the tweets contained mentions and 9.3% (n=19,009) of tweets were replies. Only 4.5% (n=9285) of tweets were quote tweets. Most tweets were uploaded in the afternoon (n=86,004, 42%) and on a weekday (n=180,499, 88.1%). As hypothesized, features associated with peak engagement were the inclusion of visual elements like photos, which increased peak engagement by 3 times (P<.001), and the use of 3 or more hashtags (P<.001). Quote tweets increased engagement by 3 times (P<.001), as compared to regular tweets, controlling for account-level covariates. Tweets from organizations with a higher tweet volume were 40% less likely to reach peak engagement (P<.001).
UNASSIGNED: Social media as a networked platform has the potential to reach users on a global scale and at an exponential speed. Having uncovered the features that are more likely to reach peak engagement on Twitter, our study serves as an invaluable resource for age advocacy organizations in their movement to create a more age-inclusive world.