Social media conversations about community water fluoridation: formative research to guide health communication.

OBJECTIVES: Community water fluoridation (CWF) is one of the greatest public health achievements of the 20th century. Despite this achievement, there are still misunderstandings about the safety of water fluoridation. Previous communication campaigns advocating CWF have been unsuccessful in combating these misunderstandings, suggesting a need for a new way to promote CWF. The goal of this article is to guide research for future campaigns by analyzing the digital conversation regarding community water fluoridation and other forms of fluoride in the state of Texas. METHODS: NUVI software extracted tweets from Twitter, and SAS Text Miner 12.1 software revealed topics related to water fluoridation. RESULTS: The results uncovered eight topics related to water fluoridation. Overall, the analysis showed mixed reactions toward water fluoridation, fluoride toothpaste, and children's dental health. CONCLUSIONS: The findings of the text analysis will guide future research, with the goal of building a pro-CWF effort in Texas.