Inequities in Social Media Platform Access and Use for Migrant and Seasonal Farmworkers, North Carolina, 2023: Implications for Health Promotion

Migrant and seasonal farmworkers ("farmworkers") are a unique population with structural barriers to being reached in health promotion efforts. Social media platforms and communication campaigns are increasingly used in health promotion efforts with farmworkers. However, digital exclusion, sometimes referred to as the digital divide, can limit the reach of social media interventions and campaigns. It is critically important for program planners to know the potential reach of different communications channels. We conducted a secondary analysis of a time-venue convenience sample survey of farmworkers that was fielded in North Carolina (NC) in May-December 2023 at housing and clinic locations. We assessed social media use for seven platforms (Facebook, GroupMe, Instagram, Snapchat, TikTok, WhatsApp, YouTube), randomizing each participant with internet access to be asked about one platform. We calculated what percentage of farmworkers in NC would likely be missed via each platform based on use of the platform and inconsistent or no internet access. Several social media platforms (WhatsApp, Facebook, YouTube) were widely used by farmworkers in NC. However, use and access were not universal, with even the most used platforms missing approximately 1 in 10 farmworkers who had consistent internet in their housing locations. Considering use of platforms in combination with having no or inconsistent internet access in housing, platforms missed a minimum of approximately 1 in 3 farmworkers. Campaigns and interventions should consider using multiple social media platforms and other channels to maximize reach. Future research is needed to disentangle positive and negative effects of using social media to reach farmworkers.