Analyzing the contents of online social networks is an effective process for monitoring and understanding peoples' behaviors. Since the nature of conversation and information propagation is similar to traditional conversation and learning, one of the popular socio-cognitive methods, social cognitive theory was applied to online social networks to. Two major news topics about colon cancer were chosen to monitor traffic of Twitter messages. The activity of "leaders" on the issue (i.e., news companies or people will prior Twitter activity on topics related to colon cancer) was monitored. In addition, the activity of "followers", people who never discussed the topics before, but replied to the discussions was also monitored. Topics that produce tangible benefits such as positive outcomes from appropriate preventive actions received dramatically more attention and online social media traffic. Such characteristics can be explained with social cognitive theory and thus present opportunities for effective health campaigns.
Keywords: micro-blogging; social cognitive theory; social network services; twitter.