基于社交媒体的艾滋病知识传播平台的构建和评价

The development and evaluation of a social media-based HIV knowledge dissemination platform in China

目的介绍基于社交媒体的艾滋病知识传播平台的构建,评估其传播效应以及用户对平台的反馈和偏好。方法开发了一个基于社交媒体的艾滋病知识传播平台(“李辉时空”微信公众号),传播艾滋病相关信息和知识,并为用户提供个性化咨询。2021年8—9月,选取784名平台用户进行调研,评估其对平台的体验,偏好。平台包括个人层面(健康自我管理)、社区层面(社会功能)和社会层面(新闻和政策)3个内容框架的艾滋病相关信息和知识,并通过文字、图片、视频和网站进行传播。应用描述性统计分析评价平台的传播效应,分析用户的评估分数。结果至2021年9月16日,平台的微信传播指数为923.60,关注人数为100008,过去1个月的总阅读量为724000。研究对象对平台的整体评价为(23.36±3.06,得分范围5~25)分,可读性为(18.46±2.63,得分范围4~20)分,功能评价为(13.93±1.92,得分范围3~15)分,设计和结构为(22.96±3.36,得分范围5~25)分,互动性为(12.56±2.69,得分范围3~15)分,评价较为满意。结论该基于社交媒体的HIV知识传播平台可以在微信中免费订阅,在传播艾滋病知识和解决获取医疗保健资源差距方面是一个很有前景的工具。

Objective:This study aimed to introduce the development of a social media-based HIV knowledge dissemination platform and evaluate its dissemination effects,users’feedback,and preferences.Methods:A social media-based HIV knowledge dissemination platform(“Lihui Space”)was developed as a WeChat Official Account(WOA)to disseminate HIV-related information and knowledge to the public and answer subscribers’questions.A cross-sectional study was conducted on 784 platform subscribers between July 2021 and September 2021 to evaluate users’experiences with and preferences for the platform.This platform included three content levels about HIV-related information and knowledge:individual level(health self-management),community level(social function),and society level(news and policy),and dissemination information through texts,pictures,videos,and websites.A descriptive analysis was conducted to estimate the dissemination effects of the platform and evaluation scores.Results:As of September 16,2021,this platform’sWeChat Communication Index(WCI)score was 923.60,the total number of users was 100,008,and the total views in one month was more than 724,000.Participants reported a high level of satisfaction with this platform in terms of overall evaluation(23.36±3.06),readability(18.46±2.63),function evaluation(13.93±1.92),design and structure(22.96±3.36),and interactivity(12.56±2.69).Conclusion:This social media-based platform is currently available in the WeChat application.It is a promising tool for HIV knowledge dissemination and addressing disparities in accessing health care resources.