Effects of Paid Advertising on Reach and Online Engagement with Anti-tobacco Social Media Sites
methods: Paid advertising data and weekly site metrics (e.g., followers, reposts, video views) for all campaign sites are examined from the campaign launch through September 2015.
results: Initial launch data suggest that the use of paid advertising on Tumblr led to a seven-fold increase within the first week of advertising. Similarly, TFF’s @thefactsnow began tweeting on Jan. 7, 2015 and had 1,744 followers within one month; users retweeted 43% of campaign messages. Facebook page likes exceeded n=3500 within the first month. Results over the study period include modeling of the size of the effects for key metrics across each social media sites (e.g., elasticities to estimate effects).
discussion: The majority of state tobacco control programs currently use social media to disseminate tobacco cessation and prevention messages. These data have may help state tobacco control programs in determining the most effective strategies to reach and engage users of social media by target audience.
Learning Areas:Planning of health education strategies, interventions, and programs
Public health or related research
Social and behavioral sciences
Describe the range of effects produced by paid advertising on campaign social media sites. Identify key social media metrics that may be affected by targeted paid advertising Discuss the potential benefits for public health organizations of better understanding the use of paid advertising in reaching audiences for tobacco cessation and prevention messages through social media.
Keyword(s): Tobacco Control, Social Media