Health promotion through Facebook: Is the university community listening?

Trends in electronic communication seem to offer efficient strategies to engage communities. While social media has been enthusiastically adopted by businesses, the effectiveness of online public heath communications are questionable. The present study compares the reach and behavioral impact of Facebook ads with standard recruiting practices. We targeted Facebook ads soliciting participation in a clinical trial of a HPV vaccine to men age 18-25 residing within 50 miles of our site. Online ads replicated print versions as closely as possible while conforming to media specifications. Placements included a small picture and caption. The alternate method included ads in the university paper and city bus, campus postings, class announcements, and email blasts. All materials presented contact information or directly linked to our online screening questionnaire. The chi-square test of referral source and enrolment ratios of eligible men was significant. Of the 167 eligible individuals, 37.1% were referred through Facebook (n=62) and 30 have enrolled in the study. 75.2% of eligible men referred through alternate sources enrolled (p<.001). Chi-square analysis of referral source by race, age, or grade level failed to show significant differences between audiences. The present study suggests that Facebook ads have the potential to effectively communicate health messages and to elicit action from college age men. While a smaller proportion of men who interacted with Facebook ads followed through with the ultimate behavior, the audience for this health message was expanded to more community members than was possible with traditional communication.