J E Platt1, T Platt, D Thiel, S L R Kardia. 1. Life Sciences and Society Program, Department of Health Management and Policy, University of Michigan School of Public Health, Ann Arbor, Mich 48109-2029, USA. jeplatt@umich.edu
Abstract
BACKGROUND/AIMS: Despite a broad call for biobanks to use social media, data is lacking regarding the capacity of social media tools, especially advertising, to engage large populations on this topic. METHODS: We used Facebook advertising to engage Michigan residents about the BioTrust for Health. We conducted a low-budget (<USD 5,000), 26-day social media campaign targeting Michigan residents aged 18-28. We placed 25 Facebook advertisements and analyzed their performance in terms of reach and cost across 3 engagement types: passive, active and interactive. We compared engagement before, during and after the campaign. RESULTS: The Facebook page was viewed 1,249 times during the month of the advertising campaign, versus once in the month prior. 779,004 Michigan residents saw ads an average of 25.8 times; 4,275 clicked ads; the average click-through-ratio was 0.021%. Interactions included 516 'likes' and 30 photo contest entries. Cost per outcome ranged from <USD 0.005 per exposure to USD 182 per photo entry. The average cost per click was USD 1.04. CONCLUSION: A social media strategy to build public awareness about biobanking is not likely to be effective without a promotional 'push' to distribute content. Social media advertisements have the capacity to scale-up engagement on biobanking while keeping costs manageable. Facebook advertisements provide necessary access points for unaware participants, with implications for public trust.
BACKGROUND/AIMS: Despite a broad call for biobanks to use social media, data is lacking regarding the capacity of social media tools, especially advertising, to engage large populations on this topic. METHODS: We used Facebook advertising to engage Michigan residents about the BioTrust for Health. We conducted a low-budget (<USD 5,000), 26-day social media campaign targeting Michigan residents aged 18-28. We placed 25 Facebook advertisements and analyzed their performance in terms of reach and cost across 3 engagement types: passive, active and interactive. We compared engagement before, during and after the campaign. RESULTS: The Facebook page was viewed 1,249 times during the month of the advertising campaign, versus once in the month prior. 779,004 Michigan residents saw ads an average of 25.8 times; 4,275 clicked ads; the average click-through-ratio was 0.021%. Interactions included 516 'likes' and 30 photo contest entries. Cost per outcome ranged from <USD 0.005 per exposure to USD 182 per photo entry. The average cost per click was USD 1.04. CONCLUSION: A social media strategy to build public awareness about biobanking is not likely to be effective without a promotional 'push' to distribute content. Social media advertisements have the capacity to scale-up engagement on biobanking while keeping costs manageable. Facebook advertisements provide necessary access points for unaware participants, with implications for public trust.
Authors: Kieran C O'Doherty; Michael M Burgess; Kelly Edwards; Richard P Gallagher; Alice K Hawkins; Jane Kaye; Veronica McCaffrey; David E Winickoff Journal: Soc Sci Med Date: 2011-07-02 Impact factor: 4.634
Authors: Jane Kaye; Liam Curren; Nick Anderson; Kelly Edwards; Stephanie M Fullerton; Nadja Kanellopoulou; David Lund; Daniel G MacArthur; Deborah Mascalzoni; James Shepherd; Patrick L Taylor; Sharon F Terry; Stefan F Winter Journal: Nat Rev Genet Date: 2012-04-03 Impact factor: 53.242
Authors: John S Luque; Gwendolyn P Quinn; Francisco A Montel-Ishino; Mariana Arevalo; Shalanda A Bynum; Shalewa Noel-Thomas; Kristen J Wells; Clement K Gwede; Cathy D Meade Journal: J Cancer Educ Date: 2012-03 Impact factor: 2.037
Authors: Wen-ying Sylvia Chou; Yvonne M Hunt; Ellen Burke Beckjord; Richard P Moser; Bradford W Hesse Journal: J Med Internet Res Date: 2009-11-27 Impact factor: 5.428
Authors: Daniel B Thiel; Jodyn Platt; Tevah Platt; Susan B King; Nicole Fisher; Robert Shelton; Sharon L R Kardia Journal: Public Health Genomics Date: 2014-10-30 Impact factor: 2.000
Authors: Rafael Pinto; Lyrene Silva; Ricardo Valentim; Vivekanandan Kumar; Cristine Gusmão; Carlos Alberto Oliveira; Juciano Lacerda Journal: Front Public Health Date: 2022-01-11
Authors: Kristen Giombi; Catherine Viator; Juliana Hoover; Janice Tzeng; Helen W Sullivan; Amie C O'Donoghue; Brian G Southwell; Leila C Kahwati Journal: PLoS One Date: 2022-02-03 Impact factor: 3.240