The Efficacy of Facebook Posts from HIV/AIDS Nonprofit Organizations
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With the adoption of social media proliferating among healthcare professionals and organizations, research on social media-based health intervention increases as well. However, the strategic employment of social media platforms has not seen much investigation, nor has audience responsiveness to public health messages. This study examines the relationship between Facebook messaging strategies employed by 110 HIV/AIDS nonprofit organizations and audience responses assessed by the number of likes, comments, and shares. The results provide an overview of these organizations' messaging behavior and the effectiveness of those messages in eliciting audience response.