NCHHSTP Social Media Modernization Strategy: Thought Leadership and Social Listening
Description
To improve communication and ensure health messaging on social media platforms is responsive to the needs of the American people. AI-powered social listening tools are increasingly used in public health to analyze public conversations and audience sentiment in real time. We are using AI social listening tools to collect and analyze publicly available social media data. We then meet with a subject matter expert to discuss this information. Insights from the meeting with the SME and KPI data obtained natively on social platforms are used to draft, publish, analyze, and optimize social media content.
Detailed example
Visual network/cluster maps, volume and trend charts, sentiment analysis, top topics and keywords, influencers and top sources, demographics and audience insights, custom segments and thematic analysis, reports and dashboards.
AI / analytics pattern
Natural Language Processing: AI that processes, interprets, and shares information in human language.
Automation level / stage
a) Pre-deployment – The use case is in a development or acquisition status.
Expected benefit
We are demonstrating how integrating AI-powered social listening into a communication strategy enhances audience engagement by enabling the creation of targeted content that addresses audience concerns and contributes factual, clinical information to trending conversations. NCHHSTP messages informed by AI-driven social listening data already show a significantly higher engagement rate and impact than those created without this approach. Weekly and monthly social listening reports also indicate an increase in the positive market share of online conversations, particularly during the promotion of NCHHSTP’s updated guidelines and public comment periods. Notably, the engagement rate of one of our Center’s social media accounts significantly increased from 0.017% in 2023 to 1.92% in 2024, representing a 1,029% increase since this strategy was implemented.
Controls / human review
ATO: Not reported; PIA: Not published