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

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.