Using Facebook to communicate mammography messages to rural audiences

Heidi Klippert · Ana Mari Schaper

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Social Media in Health Education Health Literacy and Information Accessibility Women's cancer prevention and management

Abstract

OBJECTIVE: The purpose of this scholarly project was to answer the following question: What is the highest level of engagement achieved with a mammography campaign on Facebook? DESIGN AND SAMPLE: An Idaho public health department implemented a tailored message mammography campaign on Facebook during Breast Cancer Awareness Month. Target sample for the Facebook campaign were women and men over the age of 40 in rural Idaho. MEASURES: Data collected from Facebook were used to measure and stratify engagement into a hierarchy of six levels, with intent to get a mammogram representing the highest level of engagement. A survey measuring women's intent to a get a mammogram was distributed via an online link. RESULTS: The posts reached 48,503 Facebook users-11,147 of the total reach were unique users. Intent to get a mammogram, the highest level of engagement, was stated both in Facebook comments and on the online survey. Forty-nine women completed the survey, and 82% of women expressed intent to get a mammogram in the next year. CONCLUSION: This project conducted as a program evaluation demonstrates how public health nurses can develop, implement, and evaluate Facebook mammography campaigns in the future.

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2012Adoption and use of social media among public health departments 2015Twitter Social Media is an Effective Tool for Breast Cancer Patient Education and Support: Patient-Reported Outcomes by Survey 2016Please Like Me: Facebook and Public Health Communication 2012Evaluating Social Media’s Capacity to Develop Engaged Audiences in Health Promotion Settings 2012A Content Analysis of Chronic Diseases Social Groups on Facebook and Twitter 2014Communicating About Cancer Through Facebook: A Qualitative Analysis of a Breast Cancer Awareness Page 2016Reach, engagement, and effectiveness: a systematic review of evaluation methodologies used in health promotion via social networking sites 2016Getting beyond impressions: an evaluation of engagement with breast cancer-related Facebook content

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