Using Social Media, Online Social Networks, and Internet Search as Platforms for Public Health Interventions: A Pilot Study

Abstract

Objective: To pilot public health interventions at women potentially interested in maternity care via campaigns on social media (Twitter), social networks (Facebook), and online search engines (Google Search).

Data sources/study setting: Primary data from Twitter, Facebook, and Google Search on users of these platforms in Los Angeles between March and July 2014.

Study design: Observational study measuring the responses of targeted users of Twitter, Facebook, and Google Search exposed to our sponsored messages soliciting them to start an engagement process by clicking through to a study website containing information on maternity care quality information for the Los Angeles market.

Principal findings: Campaigns reached a little more than 140,000 consumers each day across the three platforms, with a little more than 400 engagements each day. Facebook and Google search had broader reach, better engagement rates, and lower costs than Twitter. Costs to reach 1,000 targeted users were approximately in the same range as less well-targeted radio and TV advertisements, while initial engagements-a user clicking through an advertisement-cost less than $1 each.

Conclusions: Our results suggest that commercially available online advertising platforms in wide use by other industries could play a role in targeted public health interventions.

Keywords: Social media; maternity care quality; social networks.

Figure 1

Conceptual Framework

Figure 2

(A) Representative Facebook Promotional Messages Used during Campaign, (B) Representative Twitter Promotional Messages Used during Campaign, and (C) Representative Google Search Promotional Messages Used during Campaign

1. Notes: (A) Study website blinded. Copy, copy location on user's Facebook page was varied throughout study; examples shown are representative of those used during campaign. (B) Study website blinded. Copy was varied throughout study; examples shown are representative of those used during campaign. (C) Study website blinded. Copy was varied throughout study; example shown is representative of those used during campaign. The position of this advertisement as the highest in the list of sponsored search positions on the first search page reflects a particular bid price. Other positions and pages were possible. Advertising text translates as “Mothers, quality counts. The secret for a healthy pregnancy lies in a high‐quality hospital.”