Nature and diffusion of COVID-19 dental-related information on social media : an analysis on Facebook of its first 60 days

Abstract

Background: Social media platforms, particularly Facebook, have been widely used to disseminate information about COVID-19. Aim: This project aimed to determine the nature of COVID-19 and dentistry-related information on Facebook, and to identify variations in the posts’ content with respect to poster characteristics and post responses. Methods: A standardised search was performed on an anonymous Facebook account, where posts were screened using the PRISMA framework. The content of ‘effective posts’ was then subjected to in-depth analysis, and following on variations in posts’ content with respect to poster characteristics and post responses were determined. Results: Within the first 60 days, 687 Facebook posts were identified, of which 98 posts informed this review. There was a strong agreement between the raters on identification of posts (K>0.80). Over time, the number and proportion of posts increased. Most (80.6%, N=79) posts were published by dentists/ dental organisations and approximately a third (36.7%, N=36) from regions close to the epicentre of its reported origin. Almost half of the posts (44.9%, N=44) contained ‘background knowledge’ (epidemiology/risk factors, etc.); 62.2% (N=61) contained ‘prevention advice’; more than a third (36.7%, N=36) contained ‘diagnostic information’; and half (50.0%, N=49) ‘guidelines for dentistry’. Variations in posts’ content were apparent with respect to ‘poster characteristics’: the WHO region of the post (P<0.01) and the poster’s affiliation with dentistry (p<0.01). Variations in posts’ content and ‘post response’ was also apparent; in terms of being more likely to be ‘shared’ (p<0.01). Conclusion: A considerable amount of COVID-19 dental-related information emerged on social media during the first 60 days. Facebook posts’ content was significantly associated with poster characteristics and post responses. This has public health implications and highlights the role dentists can play in health promotion and the type of information that is deemed of value in a time of a pandemic.