Leveraging social networking sites for disease surveillance and public sensing: the case of the 2013 avian influenza A(H7N9) outbreak in China

We carried out in-depth analysis on the use of a popular Chinese social networking and microblogging site, Sina Weibo, in the monitoring of the avian influenza A(H7N9) outbreak in China, to assess the value of social networking sites in disease surveillance and control. Two datasets were employed for our analysis - a line listing of confirmed cases obtained from conventional public health information channels, and case information from Weibo posts. Our findings showed that the level of activity on Weibo corresponded with the number of new cases reported. In addition, the reporting of new cases at Weibo was significantly faster than those of conventional reporting sites and news media. A qualitative review of the functions of Weibo also revealed that Weibo enabled near-to-real-time monitoring of other outbreak-relevant information, provided access to additional crowdsourced epidemiological information, and was leveraged as an interactive platform for risk communication and sensing of public sentiments on the policy response by the local government. Our analysis demonstrated the potential for social networking sites to be used to enhance traditional communicable disease surveillance systems, and leveraged as a platform for calibration of response policies and measures and risk communication.