Abstract 18386: Using Social Media as a Method of Increasing Organ Donation
Background: The lack of consent to organ donation is the main limiting factor for heart transplantation in the United States. Limited knowledge is available about using social media to change health behavior. Social and parasocial interactions are highly effective in increasing engagement with audiences by appropriate public influencers. We hypothesized that a Social Network (SN) intervention that engages members with short, specific content through public influencers is effective in improving attitudes about organ donation.
Method: We disseminated public information related to organ donation to assess efficacy of engagement in social media sources through paid and organic campaigns. We used Facebook as a social media platform to engage audiences using three different methods of content delivery. The paid campaign ran for seven days without any other active intervention, followed by a one month organic phase where an audience was created and content delivered by engaging public influencers. Effectiveness was measured by click-through rates (CTR), and engagement. We analyzed each phase of the intervention and compared them against the industry averages.
Results: The first campaign used emotionally driven content and resulted in 140 clicks in a population of 24,574 people, with a unique people reach of 127. The CTR (number of clicks/number of times shown) was 0.253% and unique (u) uCTR 0.517%. This campaign resulted in a 23% increase in engagement. In the organic phase, emotionally driven content resulted in 21.1% uCTR, Infographics 33.2%, and short educational videos 7.6%. All results performed exceptionally well above the industry average within the non-profit sector which was 0.21%. Computing engagement, emotionally driven stories and infographic driven content resulted in very high engagements, 12.3% and 14.6% respectively. The average engagement as determined by Salesforce Facebook Data Analytics within the same industry had a range of 0.5%-0.1%.
Conclusion: Establishing a community on a social network before tailoring content resulted in the best engagement. Combined with identifying peer influencers, it is a highly effective strategy in engaging populations to stimulate a dialogue for higher consent rates than traditional campaigns.
Author Disclosures: M. Cadeiras: None. M. Soroya: None. S. Patel: None. C. Starling: None. G. Lim: None. K. Dong: None. R. Menezes: None. M. Deng: None.
- © 2014 by American Heart Association, Inc.