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A formative evaluation of social media campaign to reduce adolescent dating violence.

Lambert DN, Bishop LE, Guetig S, Frew PM - JMIR Res Protoc (2014)

Bottom Line: Survey results indicated that Facebook (ranked 6.5 out of 8) was the highest rated social media outlet overall, and exhibited greatest appeal and most frequent visits, yet analytics revealed that only 3.5% of "likes" were from the target audience.These results indicate that the social media campaign is reaching predominantly women (76.5% of viewership) who are outside of the target age range of 11-14 years.While the social media campaign was successfully launched, the findings indicate the need for a more focused selection of communication channels, timing of media updates to maximize visibility, balancing message tone and delivery, and incorporating differentiated messaging for the target audiences.

View Article: PubMed Central - HTML - PubMed

Affiliation: Emory University Rollins School of Public Health, Department of Behavioral Sciences and Health Education, Atlanta, GA, United States.

ABSTRACT

Background: The Emory Jane Fonda Center implemented the Start Strong Atlanta social marketing campaign, "Keep It Strong ATL", in 2007 to promote the development of healthy adolescent relationships and to foster the prevention of adolescent dating abuse among 11-14 year olds.

Objective: A formative evaluation was conducted to understand whether messages directed at the target audience were relevant to the program's relationship promotion and violence prevention goals, and whether the "Web 2.0" social media channels of communication (Facebook, Twitter, YouTube, Flickr, Tumblr, and Pinterest) were reaching the intended audience.

Methods: Mixed methodologies included qualitative interviews and a key informant focus group, a cross-sectional survey, and web analytics. Qualitative data were analyzed using constant comparative methodology informed by grounded theory. Descriptive statistics were generated from survey data, and web analytics provided user information and traffic patterns.

Results: Results indicated that the Keep It Strong ATL social marketing campaign was a valuable community resource that had potential for broader scope and greater reach. The evaluation team learned the importance of reaching adolescents through Web 2.0 platforms, and the need for message dissemination via peers. Survey results indicated that Facebook (ranked 6.5 out of 8) was the highest rated social media outlet overall, and exhibited greatest appeal and most frequent visits, yet analytics revealed that only 3.5% of "likes" were from the target audience. These results indicate that the social media campaign is reaching predominantly women (76.5% of viewership) who are outside of the target age range of 11-14 years.

Conclusions: While the social media campaign was successfully launched, the findings indicate the need for a more focused selection of communication channels, timing of media updates to maximize visibility, balancing message tone and delivery, and incorporating differentiated messaging for the target audiences. Collaboration with parents and community partners is also emphasized in order to expand the campaign's reach and create more channels to disseminate relationship promotion and dating violence prevention messaging to the intended audience.

No MeSH data available.


Related in: MedlinePlus

Quantity and frequency of the Start Strong website visits, 2010-2012, generated in Google Analytics.
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figure4: Quantity and frequency of the Start Strong website visits, 2010-2012, generated in Google Analytics.

Mentions: Analytics reflected the participants’ sentiments and provided insight into the program website traffic and engagement. From early November 2010 to late November 2012 the program’s website generated 2929 unique visitors and 9618 page views, of which 866 people visited the website multiple times (Figure 4). The average duration of each visit was 2 minutes, with 2.55 pages viewed per visit, which indicates quick page turnover among viewers. Most traffic, 77.05%, was generated by first time visitors, indicating continuous efforts to promote dissemination, but also potentially indicating that the content grew stale, given that the majority of visitors did not return to engage with updated posts. Further examination of daily visits from 2010-2012 revealed alternating periods of traffic spikes and lows (Figure 5). During initial stages of implementation, views steadily increased, followed by a sharp spike corresponding with a Public Service Announcement (PSA) video contest. Views subsequently dropped off until October 2011 when staffing changes were made. Traffic noticeably increased after this point, as the website URL was repeatedly intertwined with Facebook and Twitter postings. The most views ever reached in one day was 27, a peak which coincided with the PSA video contest; views only exceeded 20 on five additional occasions over the two years. Quantitative Facebook Insight data revealed that 66.1% of users who “like” this page were females, outside the target audience of 11-14 year olds; only 3.5% of “likes” were from the target audience (Figure 6).


A formative evaluation of social media campaign to reduce adolescent dating violence.

Lambert DN, Bishop LE, Guetig S, Frew PM - JMIR Res Protoc (2014)

Quantity and frequency of the Start Strong website visits, 2010-2012, generated in Google Analytics.
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4260010&req=5

figure4: Quantity and frequency of the Start Strong website visits, 2010-2012, generated in Google Analytics.
Mentions: Analytics reflected the participants’ sentiments and provided insight into the program website traffic and engagement. From early November 2010 to late November 2012 the program’s website generated 2929 unique visitors and 9618 page views, of which 866 people visited the website multiple times (Figure 4). The average duration of each visit was 2 minutes, with 2.55 pages viewed per visit, which indicates quick page turnover among viewers. Most traffic, 77.05%, was generated by first time visitors, indicating continuous efforts to promote dissemination, but also potentially indicating that the content grew stale, given that the majority of visitors did not return to engage with updated posts. Further examination of daily visits from 2010-2012 revealed alternating periods of traffic spikes and lows (Figure 5). During initial stages of implementation, views steadily increased, followed by a sharp spike corresponding with a Public Service Announcement (PSA) video contest. Views subsequently dropped off until October 2011 when staffing changes were made. Traffic noticeably increased after this point, as the website URL was repeatedly intertwined with Facebook and Twitter postings. The most views ever reached in one day was 27, a peak which coincided with the PSA video contest; views only exceeded 20 on five additional occasions over the two years. Quantitative Facebook Insight data revealed that 66.1% of users who “like” this page were females, outside the target audience of 11-14 year olds; only 3.5% of “likes” were from the target audience (Figure 6).

Bottom Line: Survey results indicated that Facebook (ranked 6.5 out of 8) was the highest rated social media outlet overall, and exhibited greatest appeal and most frequent visits, yet analytics revealed that only 3.5% of "likes" were from the target audience.These results indicate that the social media campaign is reaching predominantly women (76.5% of viewership) who are outside of the target age range of 11-14 years.While the social media campaign was successfully launched, the findings indicate the need for a more focused selection of communication channels, timing of media updates to maximize visibility, balancing message tone and delivery, and incorporating differentiated messaging for the target audiences.

View Article: PubMed Central - HTML - PubMed

Affiliation: Emory University Rollins School of Public Health, Department of Behavioral Sciences and Health Education, Atlanta, GA, United States.

ABSTRACT

Background: The Emory Jane Fonda Center implemented the Start Strong Atlanta social marketing campaign, "Keep It Strong ATL", in 2007 to promote the development of healthy adolescent relationships and to foster the prevention of adolescent dating abuse among 11-14 year olds.

Objective: A formative evaluation was conducted to understand whether messages directed at the target audience were relevant to the program's relationship promotion and violence prevention goals, and whether the "Web 2.0" social media channels of communication (Facebook, Twitter, YouTube, Flickr, Tumblr, and Pinterest) were reaching the intended audience.

Methods: Mixed methodologies included qualitative interviews and a key informant focus group, a cross-sectional survey, and web analytics. Qualitative data were analyzed using constant comparative methodology informed by grounded theory. Descriptive statistics were generated from survey data, and web analytics provided user information and traffic patterns.

Results: Results indicated that the Keep It Strong ATL social marketing campaign was a valuable community resource that had potential for broader scope and greater reach. The evaluation team learned the importance of reaching adolescents through Web 2.0 platforms, and the need for message dissemination via peers. Survey results indicated that Facebook (ranked 6.5 out of 8) was the highest rated social media outlet overall, and exhibited greatest appeal and most frequent visits, yet analytics revealed that only 3.5% of "likes" were from the target audience. These results indicate that the social media campaign is reaching predominantly women (76.5% of viewership) who are outside of the target age range of 11-14 years.

Conclusions: While the social media campaign was successfully launched, the findings indicate the need for a more focused selection of communication channels, timing of media updates to maximize visibility, balancing message tone and delivery, and incorporating differentiated messaging for the target audiences. Collaboration with parents and community partners is also emphasized in order to expand the campaign's reach and create more channels to disseminate relationship promotion and dating violence prevention messaging to the intended audience.

No MeSH data available.


Related in: MedlinePlus