TY  - JOUR
AU  - Murphy, Michael Douglas
AU  - Pinheiro, Diego
AU  - Iyengar, Rahul
AU  - Lim, Gene
AU  - Menezes, Ronaldo
AU  - Cadeiras, Martin
PY  - 2020
DA  - 2020/1/14
TI  - A Data-Driven Social Network Intervention for Improving Organ Donation Awareness Among Minorities: Analysis and Optimization of a Cross-Sectional Study
JO  - J Med Internet Res
SP  - e14605
VL  - 22
IS  - 1
KW  - organ donation
KW  - social media
KW  - minority health
KW  - community health education
AB  - Background: Increasing the number of organ donors may enhance organ transplantation, and past health interventions have shown the potential to generate both large-scale and sustainable changes, particularly among minorities. Objective: This study aimed to propose a conceptual data-driven framework that tracks digital markers of public organ donation awareness using Twitter and delivers an optimized social network intervention (SNI) to targeted audiences using Facebook. Methods: We monitored digital markers of organ donation awareness across the United States over a 1-year period using Twitter and examined their association with organ donation registration. We delivered this SNI on Facebook with and without optimized awareness content (ie, educational content with a weblink to an online donor registration website) to low-income Hispanics in Los Angeles over a 1-month period and measured the daily number of impressions (ie, exposure to information) and clicks (ie, engagement) among the target audience. Results: Digital markers of organ donation awareness on Twitter are associated with donation registration (beta=.0032; P<.001) such that 10 additional organ-related tweets are associated with a 3.20% (33,933/1,060,403) increase in the number of organ donor registrations at the city level. In addition, our SNI on Facebook effectively reached 1 million users, and the use of optimization significantly increased the rate of clicks per impression (beta=.0213; P<.004). Conclusions: Our framework can provide a real-time characterization of organ donation awareness while effectively delivering tailored interventions to minority communities. It can complement past approaches to create large-scale, sustainable interventions that are capable of raising awareness and effectively mitigate disparities in organ donation. 
SN  - 1438-8871
UR  - https://www.jmir.org/2020/1/e14605
UR  - https://doi.org/10.2196/14605
UR  - http://www.ncbi.nlm.nih.gov/pubmed/31934867
DO  - 10.2196/14605
ID  - info:doi/10.2196/14605
ER  -