Table 2

Metrics for coding state health department use of social media*

Metric

Definition

Twitter metric

YouTube metric

Flickr metric

Facebook

metric


Presence

existence of

particular social

media feature

number of tweets

number of

videos

number of photos

number of

posts,

videos,

views,

events,

discussions,

notes, &

videos


Interactivity

audience members

posting content, comments, or likes

tweets, replies to tweets

comments,

likes, dislikes

comments

comments,

likes,

dislikes,

posts, replies

to posts, comments


Reach

number of people

the SHD connected

with through the

social media application

number of followers

number of subscribers

number of views

number of page likes


*Applications were selected for inclusion based on data obtained from Quantcast, Compete, and Alexa, that indicated these are the most commonly used within each social media category

Thackeray et al. BMC Public Health 2012 12:242   doi:10.1186/1471-2458-12-242

Open Data