261765 Does activity on website and social networking sites increase in response to television and online campaign ads? Results from the Tobacco Free Florida anti-smoking campaign

Tuesday, October 30, 2012

Annice E. Kim, PhD, MPH , Public Health Policy Research Program, RTI International, Research Triangle Park, NC
Jennifer Duke, PhD , RTI International, Boulder, CO
Heather Hansen, MPP , Public Health Policy Program, RTI International, Washington, DC
Donna Williams , Bureau of Tobacco Prevention Program, Florida Department of Health, Tallahassee, FL
Lauren Porter, PhD , Bureau of Tobacco Prevention Program, Florida Department of Health, Tallahassee, FL
Mass media campaigns are effective at encouraging smoking cessation and preventing smoking initiation. To date, most campaigns have been disseminated via television and radio advertisements, but increasingly organizations are incorporating online ads, campaign website, and campaign pages on social networking sites to extend the reach of messages. In our evaluation of Tobacco Free Florida's (TFF) cessation campaign, we examined the impact of TV and online advertisements in driving visits to TFF campaign website, facebook page, twitter handle, and youtube page. Trends in weekly data from January to December 2011 for the following sources will be reported: 1) TRPs for TV and radio ads; impressions delivered for online ads; 2) number of visits to campaign websites (TobaccoFreeFlorida.com, FloridaQuitline.com); 3) number of fans/likes and number of updates/comments posted on TFF Facebook profile page; 4) number of followers and number of tweets on TFF twitter profile; and 5) number of video views and subscribers on TFF YouTube channel. We will conduct linear trend and correlational analyses to determine whether patterns in website and social media activity increased over time and were associated with TV/radio and online media buys. Results will help inform research on evaluating the impact of web/social media campaigns as well as implementation of online media campaigns.

Learning Areas:
Communication and informatics
Conduct evaluation related to programs, research, and other areas of practice
Public health or related research
Social and behavioral sciences

Learning Objectives:
1. Describe web-based components of the Tobacco Free Florida anti-smoking campaign 2. Describe trends in website traffic and facebook/twitter activity in response to the online ads 3. Discuss implications for implementing and evaluating online media campaigns

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have conducted a series of studies to evaluate the impact of web and social media campaigns for state tobacco control programs and federal clients.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.