Online profiling of volunteers in public health emergencies: insights from COVID-19 in China.

BACKGROUND

During public health emergencies, the diverse backgrounds of volunteers pose numerous management challenges. This study aims to develop an online profiling model of volunteers using social media data to achieve a more comprehensive and objective understanding of them.

METHODS

In the proposed model, the study designed five profiling tags: basic information, sentiment, topic features, interest preferences, and online social engagement. K-Modes clustering was employed to implement the profiling. To validate the feasibility of the model, an empirical study was conducted using Weibo data from 1,070 volunteers during the COVID-19 pandemic in China, resulting in the online profiling of these volunteers.

RESULTS

Four categories of volunteers could be identified: Public Affairs Pioneers (32.4%), Diary Record Lurkers (32.8%), Social Topic Sharers (20.9%), and Fashion and Entertainment Influencers (13.9%). Overall, volunteers were predominantly female, generally interested in entertainment, relatively satisfied with their volunteer work, and possessed a sense of social responsibility. The four categories of volunteers exhibited distinct characteristics in terms of interests, online social behavior, and influence.

CONCLUSIONS

The proposed online profiling model objectively captures the characteristics of volunteers during public health emergencies. The four volunteer categories identified through the empirical results provide a multidimensional and comprehensive understanding of volunteers. For different volunteer categories, official agencies can tailor their recruitment, management, and training strategies to better suit the specific needs and strengths of the volunteers, thereby enhancing the effectiveness and efficiency of volunteer engagement and ensuring volunteers are well-prepared and supported in their roles.