Freeman Becky, Potente Sofia, Rock Vanessa, McIver Jacqueline
Sydney School of Public Health, University of Sydney, NSW, Australia
Cancer Council NSW, Sydney, Australia.
Public Health Res Pract. 2015 Mar 30;25(2):e2521517. doi: 10.17061/phrp2521517.
A great deal of enthusiasm and interest exists in using social media for public health communications, but few research studies have examined its success in promoting and adopting protective health behaviours. To begin to understand how best to develop effective online social marketing campaigns, this paper provides a summary of success factors and key lessons learnt from selected social media campaign case studies.
Case study review Methods: A selection of case studies was reviewed for lessons in campaign development, delivery and evaluation from both the corporate and public health sectors. Information about the objective of the campaign, the tactics used and the lessons learnt was extracted from each case study. Lessons learnt from across the case studies were then sorted according to themes.
Lessons from the nine case studies selected were categorised into eight themes: planning, use of social media tools, community, content, personal benefits, promotion, costs and challenges. Outcome evaluation data were lacking in the case studies.
Overall, the nine case studies show that social media hold promise in changing user behaviours and that social media are highly effective in recruiting participants and motivating them to take small, concrete actions. The case studies also demonstrate that there is room in social media for targeted, inexpensive, small-scale projects, as well as large, well-funded, mass-reach marketing blitzes. Social media campaign process and impact evaluation measures are readily available. Outcome evaluation models and measures are needed to better assess the effectiveness of social media campaigns in changing health behaviours.
人们对利用社交媒体进行公共卫生宣传充满热情和兴趣，但很少有研究考察其在促进和采用保护性健康行为方面的成效。为了开始理解如何最好地开展有效的在线社会营销活动，本文总结了从选定的社交媒体活动案例研究中获得的成功因素和关键经验教训。
案例研究综述
对一系列案例研究进行了回顾，以汲取企业和公共卫生部门在活动开展、实施和评估方面的经验教训。从每个案例研究中提取了有关活动目标、所采用策略以及经验教训的信息。然后根据主题对从各个案例研究中获得的经验教训进行分类。
所选九个案例研究的经验教训分为八个主题：规划、社交媒体工具的使用、社区、内容、个人利益、推广、成本和挑战。案例研究中缺乏结果评估数据。
总体而言，这九个案例研究表明，社交媒体在改变用户行为方面具有潜力，并且在招募参与者并激励他们采取具体的小行动方面非常有效。案例研究还表明，社交媒体既适合开展有针对性、低成本、小规模的项目，也适合开展大型、资金充足、覆盖广泛的营销闪电战。社交媒体活动流程和影响评估方法很容易获得。需要结果评估模型和方法来更好地评估社交媒体活动在改变健康行为方面的有效性。
