'Born in Michigan? You're in the biobank': engaging population biobank participants through Facebook advertisements.
Public Health Genomics
; 16(4): 145-58, 2013.
Article
em En
| MEDLINE
| ID: mdl-23796763
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 (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 fromCONCLUSION:
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.
Texto completo:
1
Coleções:
01-internacional
Base de dados:
MEDLINE
Assunto principal:
Bancos de Espécimes Biológicos
/
Participação da Comunidade
/
Publicidade
/
Mídias Sociais
Limite:
Adolescent
/
Adult
/
Female
/
Humans
/
Male
País/Região como assunto:
America do norte
Idioma:
En
Revista:
Public Health Genomics
Assunto da revista:
GENETICA MEDICA
/
SAUDE PUBLICA
Ano de publicação:
2013
Tipo de documento:
Article
País de afiliação:
Estados Unidos