Blood Donation Narratives on Social Media: A Topic Modeling Study

Steven Ramondt · Peter Kerkhof · Eva‐Maria Merz

27 citations0/0 files storedTransfusion Medicine Reviews

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Blood donation and transfusion practices Public Relations and Crisis Communication Social Media in Health Education

Abstract

Social media have shown great potential for producing significant changes in behavior and have become the cornerstone for many public health and agency efforts. The nonprofit sector -including blood collection agencies- has adopted social media to aid their cause and reach their goals. However, despite the tremendous impact of social media on society and its promising role for donor recruitment and retention, it has been overlooked in donor research. This study therefore sought to map the social media landscape around blood donation. We showcase an inductive computational method to make sense of vast amounts of dynamic unstructured blood donation text data that exists on social media. With this method, we display what is discussed about blood donation on social media, how these topics are distributed on Facebook and Twitter, and how the prevalence of these topics changes over time. We applied structural topic modeling on 7 years of Dutch blood donation Facebook and Twitter data by the general public. We found 25 topics clustered in 6 distinct clusters. Over time, there is a substantial reduction of messages in which donors announce their donations. Topics that emphasize the positives of blood donation, including donor identity-related topics, are rising. In addition, the findings show a clear social media platform contrast. Topics related to campaigns and controversial policies were found more on Twitter and positive donation topics and topics related to the donation process more on Facebook. To make optimal use of social media for recruitment and retention campaigns and efforts, blood collection agencies should recognize the turbulent environment in which they take place. Monitoring public opinions about blood donation will help blood collection agencies make strategic choices and utilize social media more effectively.

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2009Users of the world, unite! The challenges and opportunities of Social Media 2015Exposure to ideologically diverse news and opinion on Facebook 2011Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand 2007The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement 2014Structural Topic Models for Open‐Ended Survey Responses 2019stm : An R Package for Structural Topic Models 2011We’re all connected: The power of the social media ecosystem 2011Comparing Twitter and Traditional Media Using Topic Models

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2023Proceedings of the 2022 NHLBI and OASH state of the science in transfusion medicine symposium 2023A Review of Amelioration of Awareness About Blood Donation Through Various Effective and Practical Strategies 2024Research on the effectiveness and strategies of new media in promoting voluntary blood donation from a public health perspective in the post-pandemic era 2024Questions on travel and sexual behaviours negatively impact ethnic minority donor recruitment: Effect of negative word‐of‐mouth and avoidance

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