Social media has the potential to be an incredible means of distributing information on a mass scale. However, simply saturating a platform with posts does not mean they will be shared or reach the intended audience. In looking at how to reach this large audience, it is first important to what types of posts are shared. A review of posts from China found that most people tend to share positive or supportive emotional messages. This is in contrast to a common belief among health communicators that fear is an effective strategy of promoting cancer prevention.
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