Daniel Swayze*, University of Pittsburgh, Graduate School of Public Health, Pittsburgh, United States Track: Research Presentation Topic: Building virtual communities and social networking applications for patients and consumers Presentation Type: Oral presentation Submission Type: Single Presentation Building: Joseph B. Martin Conference Center at Harvard Medical School Room: A-Pechet Room Date: 2012-09-15 09:45 AM – 10:30 AM Last modified: 2012-09-12

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Background: Healthcare providers are often concerned about the quality of information available through the social media features of online patient communities, leading them to discourage patients from participating in the sites. However, sociological phenomenon, such as “the wisdom of the crowds”, and the protection afforded patients by their online anonymity may allow participants to engage in conversations that could help them manage their condition in ways that are not possible in face to face settings. Given the concerns and potential benefits of online patient communities, this study sought to provide an in-depth, qualitative analysis of the ways in which social media was used in two online support communities for Type 2 diabetes.

Objective: Our primary objective was to determine how features such as member profiles, personal blogs, discussion forums and other social media features were used in virtual communities related to type 2 diabetes. We sought to categorize the type of questions asked and types of replies provided in their online discussion forums and blogs, as well as to describe the frequency and nature of the use of other social media features.

Methods: All original posts and replies in two diabetes discussion forums in web 2.0 enabled virtual communities were recorded for ninety days. Utilization and content from publically available components of the profile pages from a purposive sample of 60 members were also recorded. Content from discussion forums and personal blogs were analyzed using qualitative coding techniques. Utilization of other Web 2.0 features was recorded to determine frequency and nature of their use among sampled members.

Results: 272 original posts and 3605 replies were generated by the participants. Discussion forum analysis revealed that food, medication and blood glucose levels were major themes for original posts. Replies usually included the empathic and personal experiences of other members. Group guidance emerged from the multiple replies from the community, providing members with a sense of the normative experiences of the other participants. Analysis of 204 personal blog entries revealed details about the daily struggles of the participants and were rarely used to discuss diabetes specifically. Replies to blogs were more likely to include religious guidance and expressions of empathy and love than replies found in the discussion forums.

Conclusions: Those seeking to develop online interventions for type 2 diabetes should consider utilizing Web 2.0 features to provide knowledge and social support of the target population and should consider providing members an opportunity to use social media for non-disease centric social interactions.