This study examined how major health organizations use Twitter for disseminating health information, building relationships, and encouraging actions to improve health. The sampled organizations were the American Heart Association, American Cancer Society, and American Diabetes Association. A content analysis was conducted on 1,583 tweets to examine these organizations' use of Twitter's interactive features and to understand the message functions and topics of their tweets. The numbers of retweets and favorites were also measured as engagement indicators and compared by different message functions. The results revealed that all of the organizations posted original tweets most, but they differed in the degree to which they used the retweet and reply functions. Hashtags and hyperlinks were the most frequently used interactive tools. The majority of the tweets were about organization-related topics, whereas personal health-related tweets represented a relatively small portion of the sample. Followers were most likely to like and retweet personal health action-based messages.

corporate social responsibility, person–organization fit, prospective public relations practitioner, organizational attractiveness,

No abstract

Based on existing research on social networking and information seeking, it was proposed that Facebook.com use could be conceptualized as serving two primary goals: passive social browsing (i.e., newsfeeds) and extractive social searching (i.e., friends' profiles). This study explored whether these categories adequately reflect Facebook use and whether they moderate physiological indicators of emotion. Thirty-six participants navigated Facebook.com while their on-screen activity and physiological responses associated with motivation and emotion were recorded. Results showed that the majority of screens encountered during Facebook use could be categorized as devoted to social browsing or social searching. Participants spent more time on social browsing than they spent on social searching. Skin-conductance data indicated that sympathetic activation diminished during the course of both social browsing and social searching. Facial EMG data indicated that participants experienced more pleasantness during the course of social searching than they experienced during social browsing. These results are discussed in terms of existing social-networking research and an evaluative space model of emotion.