“Often scientists and safety professionals are not involved in social media decisions of health agencies or other organizations, images unrelated to safety messages, or worse, inconsistent with guidance. The image will be displayed, “said Liz Klein, a principal investigator who is an associate professor at Ohio State University in the United States.
“When using Facebook, Twitter, or any other social media platform to move people towards safe and healthy behavior, it’s important to make sure the words match the photo.”
For example, take the example of safe sleep.
Researchers have proposed a crib without bumpers for babies, but found a post using images of babies in cribs with bumpers.
They saw a post about preventing head injuries with a bicycle helmet shown in the picture of children without a bicycle helmet.
“This study was trying to understand how important these discrepancies are. Do people understand the message even if the images are incorrect? Are the images really important?” Klein said.
Their answer came from a study using eye-tracking techniques to measure the attention paid by young parents to various posts, and subsequent tests to confirm what they remembered about the safety message. ..
When 150 parents surveyed see three posts with matching images and text and three other posts with mismatched visual and written messages, they spend 5.3 seconds on matching posts. However, it took 3.3 seconds for my eyes to prolong. Mismatched posts.
In addition, the matched message seemed to make a difference in understanding and recalling the safety message.
After considering the differences in health literacy and social media use between participants, researchers found that every second of matching post viewing time increased their safety knowledge score by 2.8%.
“As more health and public health agencies use social media to share health information with the general public, our findings show that the images and text in social media posts match. We emphasize the need to confirm, “said Lara Mackenzie, co-author of the study. From the National Children’s Hospital in Columbus, Ohio.
Klein said he understands that people who manage social media accounts can be attracted to the images that get the most attention. But when it comes to health and safety, this study suggests that it’s more important to make sure that the image and text send the same message.