Does Geo-co-location Matter? A Case Study of Public Health Conversations during COVID-19

Social media platforms like Twitter (now X) have been pivotal in information dissemination and public engagement. The objective of our research is to analyze the effect of localized engagement on social media conversations. This study examines the impact of geographic co-location, as a proxy for localized engagement. Our research is grounded in a COVID-19 dataset. A key goal during the pandemic for public health experts was to encourage prosocial behavior that could impact local outcomes such as masking and social distancing. Given the importance of local news and guidance during COVID-19, we analyze the effect of localized engagement, between public health experts (PHEs) and the public, on social media. We analyze a Twitter Conversation dataset from January 2020 to November 2021, comprising over 19 K tweets from nearly five hundred PHEs, and 800 K replies from 350 K participants. We use a Poisson regression model to show that geo-co-location is indeed associated with higher engagement. Lexical features associated with emotion and personal experiences were more common in geo-co-located conversations. To complement our statistical analysis, we also applied a large language model (LLM)-based method to automatically generate and evaluate hypotheses; the LLM results confirm the results using lexical features. This research provides insights into how geographic co-location influences social media engagement and can inform strategies to improve public health messaging.