King's College London

Research portal

A cross-sectional study of exposure across social media platforms for the British Orthodontic Society retention awareness campaign: #HoldthatSmile

Research output: Contribution to journalArticlepeer-review

Yung Lam, Jadbinder Seehra, Stefan Abela, Martyn T. Cobourne

Original languageEnglish
Pages (from-to)56-63
Number of pages8
JournalJournal of orthodontics
Volume49
Issue number1
Early online date2 Nov 2021
DOIs
Accepted/In press4 Oct 2021
E-pub ahead of print2 Nov 2021
Published31 Mar 2022

Bibliographical note

Funding Information: The authors thank the British Orthodontic Society and Caroline Holland for their assistance in obtaining information about the retention campaign #HoldthatSmile. The author(s) received no financial support for the research, authorship, and/or publication of this article. Publisher Copyright: © The Author(s) 2021.

Documents

King's Authors

Abstract

Objective: The use of media campaigns in health promotion has become more common in recent years. #HoldthatSmile is a British Orthodontic Society life-long retention awareness campaign aimed at the general public and dental profession launched in 2017. This study investigated #HoldthatSmile exposure on social media platforms over a 12-month period following campaign launch. Design: A cross-sectional content analysis. Setting: Public-facing, English-language posts tagged #HoldthatSmile on the Facebook, Instagram and Twitter social media platforms. Methods: Data were collected relating to a 12-month period, from September 2017 immediately following campaign launch, to the end of September 2018. The primary outcome was exposure to the #HoldthatSmile campaign on the different platforms through analysis of posts, measurement of audience reached and engagement. Secondary outcomes included demographics of user-types and content analysis of reactive comments on posts. Results: A total of 205 relevant posts with #HoldthatSmile were identified on Twitter (n=90, 43.9%), Facebook (n=64, 31.2%) and Instagram (n=51, 24.9%) with an overall calculated audience reach of 108,807 individuals. There were 1849 reactions across the three platforms. The percentage of reactions that generated comments was low at 3%, 6.1% and 5.7% for Twitter, Facebook and Instagram, respectively. Just over three-quarters of users were either Dental Surgeries (53%) or Professional Dental Bodies (28%) and the vast majority were from the United Kingdom. Overall, most comments were positive (46%, n=36) or neutral (44%, n=35) with only 10% (n=8) negative. The overriding theme was a person’s name, with the user commonly typing a friend’s name in order to bring their attention to the post. Conclusion: There were a relatively low number of posts relevant to #HoldthatSmile on Twitter, Facebook and Instagram over the campaign’s first 12 months. However, the majority of these did convey positive or neutral messages.

Download statistics

No data available

View graph of relations

© 2020 King's College London | Strand | London WC2R 2LS | England | United Kingdom | Tel +44 (0)20 7836 5454