• Krystle A Tsai, Michelle M Chau, Juncheng Wang, Lorna E Thorpe, Rachel E Massar, Sarah Conderino, Carolyn A Berry, Nadia S Islam, Anna Bershteyn, and Marie A Bragg.
• Department of Population Health, NYU Grossman School of Medicine, 180 Madison Ave, New York, NY, 110016, USA.
• J Urban Health. 2024 Oct 1; 101 (5): 898901898-901.

AbstractAs part of a program evaluation of the New York City Test & Trace program (T2)-one of the largest such programs in the USA-we conducted a study to assess how implementing organizations (NYC Health + Hospitals, government agencies, CBOs) communicated information about the T2 program on Twitter. Study aims were as follows: (1) quantify user engagement of posts ("tweets") about T2 by NYC organizations on Twitter and (2) examine the emotional tone of social media users' T2-related tweets in our sample of 1987 T2-related tweets. Celebrities and CBOs generated more user engagement (0.26% and 0.07%, respectively) compared to government agencies (e.g., Mayor's Office, 0.0019%), reinforcing the value of collaborating with celebrities and CBOs in social media public health campaigns. Sentiment analysis revealed that positive tweets (46.5%) had higher user engagement than negative tweets (number of likes: R2 = .095, p < .01), underscoring the importance of positively framing messages for effective public health campaigns.© 2024. The New York Academy of Medicine.

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