NCHHSTP Social Media Modernization Strategy: Thought Leadership and Social Listening

Overview

Development stage

In development or acquisitionSource: a) Pre-deployment – The use case is in a development or acquisition status.

High-impact designation

Not high-impactSource: c) Not high-impact

Impact justification

Not reported

Start date

Not reported

Withheld from public reporting

NoSource: a) No

Mission

Topic area

Emergency Management

Operational functions

No function tag matched Derived by keyword rules; see methodology

Problem the AI is intended to solve

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.

Expected benefits

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.

System outputs

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.

Technology

AI classification

Natural language processingSource: Natural Language Processing: AI that processes, interprets, and shares information in human language.

System name(s)

Not reported

Custom-developed code

Not reported

Public source code

Not reported

Sourcing

How it was built

Not reported

Vendor (as reported)

Not reported

Vendors (standardized)

None on the standard list

A vendor is the supplier named by the agency. It does not identify the underlying model or AI technology.

Data and privacy

Involves PII

Not reported

Privacy Impact Assessment

Not reported

Authorization to Operate

Not reported

Demographic features

Not reported

Training and evaluation data

Not reported

Federal Data Catalog

Not reported

Governance

0 of 8 minimum-practice questions answered. A blank answer means the agency reported nothing; it does not mean the practice is absent.

Potential impacts and how they were identified

Not reported