%0 Journal Article
%@ 2369-2960
%I JMIR Publications
%V 4
%N 2
%P e38
%T Predictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysis
%A Card,Kiffer George
%A Lachowsky,Nathan
%A Hawkins,Blake W
%A Jollimore,Jody
%A Baharuddin,Fahmy
%A Hogg,Robert S
%+ Faculty of Health Science, Simon Fraser University, c/o Faculty of Health Sciences, 8888 University Drive, Burnaby, BC, V5A 1S6, Canada, 1 7789884269, kiffercard@gmail.com
%K social media
%K health promotion
%K gay and bisexual men
%K user engagement
%D 2018
%7 06.04.2018
%9 Original Paper
%J JMIR Public Health Surveill
%G English
%X Background: Social media is used by community-based organizations (CBOs) to promote the well-being of gay and bisexual men (GBM). However, few studies have quantified which factors facilitate the diffusion of health content tailored for sexual minorities. Objective: The aim of this study was to identify post characteristics that can be leveraged to optimize the health promotion efforts of CBOs on Facebook. Methods: The Facebook application programming interface was used to collect 5 years’ of posts shared across 10 Facebook pages administered by Vancouver-based CBOs promoting GBM health. Network analysis assessed basic indicators of network structure. Content analyses were conducted using informatics-based approaches. Hierarchical negative binomial regression of post engagement data was used to identify meaningful covariates of engagement. Results: In total, 14,071 posts were shared and 21,537 users engaged with these posts. Most users (n=13,315) engaged only once. There was moderate correlation between the number of posts and the number of CBOs users engaged with (r=.53, P<.001). Higher user engagement was positively associated with positive sentiment, sharing multimedia, and posting about pre-exposure prophylaxis, stigma, and mental health. Engagement was negatively associated with asking questions, posting about dating, and sharing posts during or after work (versus before). Conclusions: Results highlight the existence of a core group of Facebook users who facilitate diffusion. Factors associated with greater user engagement present CBOs with a number of strategies for improving the diffusion of health content. 
%M 29625953
%R 10.2196/publichealth.8145
%U http://publichealth.jmir.org/2018/2/e38/
%U https://doi.org/10.2196/publichealth.8145
%U http://www.ncbi.nlm.nih.gov/pubmed/29625953