Evaluating Florida's Online and Social Media Campaign

Duke, Jennifer

Thursday, August 16, 2012

Exhibit Hall (Kansas City Convention Center)

Dr. Jennifer Duke, PhD , Public Health Policy Research, Research Triangle Institute, Boulder, CO

Heather Hansen, MPP , Research Triange Institute, Washington, DC

Kimberley Collins, BA , GolinHarris, Miami, FL

Learning Objectives

At the conclusion of this presentation attendees will be able to:

Describe Florida’s media campaign Tobacco Free Florida, with an emphasis on its online and social media strategies
Understand the role of websites, online advertising efforts, and social media activities in enhancing tobacco control goals
Explain the evaluation findings from Florida’s online and social media campaign components and apply these lessons to state or local campaign and evaluation efforts.

Cross Cutting Program Area(s): Cessation and Evaluation and Surveillance

Audience: This panel will present findings from the evaluation of Florida’s smoking prevention and cessation mass media campaign Tobacco Free Florida (TFF). This panel will be of value to attendees involved in the planning, implementation, or evaluation of anti-tobacco media campaigns.

Key Points: Key points will be made around three topics. The first presentation will describe TFF’s online and social media campaign strategy including target audiences, messaging and placement of online ads, and building community on TFF’s Facebook and twitter pages. The second presentation will summarize the patterns of activity on the TFF website and campaign’s social media pages including demographic characteristics of users, the primary drivers to the TFF website, and the impact of online ads over time on these drivers. The third presentation will describe users’ level of engagement on TFF social media sites over time and how the content of campaign posts may influence engagement among users.

Educational Experience: This panel will provide real-world insight of value to other states as they seek to maximize the impact of their paid and earned media activities and build their online communities to support tobacco prevention and cessation efforts.

Benefits: By aggregating media and website data over time and across platforms, this panel will explain who is using online and social media sites, what they do as a result of their interactions with these sites, and the impact of both advertising and content on engagement with these sites.

295 Evaluating Florida's Online and Social Media Campaign