Every day, millions of users reveal their interests on Facebook, which are then monetized via targeted advertisement marketing campaigns. In this paper, we explore the use of demographically rich Facebook Ads audience estimates for tracking non-communicable diseases around the world. Across 47 countries, we compute the audiences of marker interests, and evaluate their potential in tracking health conditions associated with tobacco use, obesity, and diabetes, compared to the performance of placebo interests. Despite its huge potential, we find that, for modeling prevalence of health conditions across countries, differences in these interest audiences are only weakly indicative of the corresponding prevalence rates. Within the countries, however, our approach provides interesting insights on trends of health awareness across demographic groups. Finally, we provide a temporal error analysis to expose the potential pitfalls of using Facebook's Marketing API as a black box.
In Social media in public health'' Kass-Hout & Alhinnawi assert, Social media can provide timely, relevant, and transparent information of public health importance'' @cite_14 , formulating an exciting ongoing research to study health trends via online data. Following this call for action, some researchers focus on information seeking on topics such as abortion @cite_7 and vaccines @cite_13 , others use the data to now-cast diseases @cite_8 , while others use search logs, most notably using Google Trends, to predict seasonal flu @cite_17 .
@cite_14 @cite_7 @cite_8 @cite_13 @cite_17
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Understanding the relationships among environment, behavior, and health is a core concern of public health researchers. While a number of recent studies have investigated the use of social media to track infectious diseases such as influenza, little work has been done to determine if other health concerns can be inferred. In this paper, we present a large-scale study of 27 health-related statistics, including obesity, health insurance coverage, access to healthy foods, and teen birth rates. We perform a linguistic analysis of the Twitter activity in the top 100 most populous counties in the U.S., and find a significant correlation with 6 of the 27 health statistics. When compared to traditional models based on demographic variables alone, we find that augmenting models with Twitter-derived information improves predictive accuracy for 20 of 27 statistics, suggesting that this new methodology can complement existing approaches. Background Social media platforms encourage people to share diverse aspects of their daily life. Among these, shared health related information might be used to infer health status and incidence rates for specific conditions or symptoms. In this work, we present an infodemiology study that evaluates the use of Twitter messages and search engine query logs to estimate and predict the incidence rate of influenza like illness in Portugal. Background Surveys are popular methods to measure public perceptions in emergencies but can be costly and time consuming. We suggest and evaluate a complementary “infoveillance” approach using Twitter during the 2009 H1N1 pandemic. Our study aimed to: 1) monitor the use of the terms “H1N1” versus “swine flu” over time; 2) conduct a content analysis of “tweets”; and 3) validate Twitter as a real-time content, sentiment, and public attention trend-tracking tool. Methodology Principal Findings Between May 1 and December 31, 2009, we archived over 2 million Twitter posts containing keywords “swine flu,” “swineflu,” and or “H1N1.” using Infovigil, an infoveillance system. Tweets using “H1N1” increased from 8.8 to 40.5 (R2 = .788; p<.001), indicating a gradual adoption of World Health Organization-recommended terminology. 5,395 tweets were randomly selected from 9 days, 4 weeks apart and coded using a tri-axial coding scheme. To track tweet content and to test the feasibility of automated coding, we created database queries for keywords and correlated these results with manual coding. Content analysis indicated resource-related posts were most commonly shared (52.6 ). 4.5 of cases were identified as misinformation. News websites were the most popular sources (23.2 ), while government and health agencies were linked only 1.5 of the time. 7 10 automated queries correlated with manual coding. Several Twitter activity peaks coincided with major news stories. Our results correlated well with H1N1 incidence data. Conclusions This study illustrates the potential of using social media to conduct “infodemiology” studies for public health. 2009 H1N1-related tweets were primarily used to disseminate information from credible sources, but were also a source of opinions and experiences. Tweets can be used for real-time content analysis and knowledge translation research, allowing health authorities to respond to public concerns. With the proliferation of social networks and blogs, the Internet is increasingly being used to disseminate personal health information rather than just as a source of information. In this paper we exploit the wealth of user-generated data, available through the micro-blogging service Twitter, to estimate and track the incidence of health conditions in society. The method is based on two stages: we start by extracting possibly relevant tweets using a set of specially crafted regular expressions, and then classify these initial messages using machine learning methods. Furthermore, we selected relevant features to improve the results and the execution times. To test the method, we considered four health states or conditions, namely flu, depression, pregnancy and eating disorders, and two locations, Portugal and Spain. We present the results obtained and demonstrate that the detection results and the performance of the method are improved after feature selection. The results are promising, with areas under the receiver operating characteristic curve between 0.7 and 0.9, and f-measure values around 0.8 and 0.9. This fact indicates that such approach provides a feasible solution for measuring and tracking the evolution of health states within the society.