Jawad Mohammed, Abass Jooman, Hariri Ahmad, Akl Elie A
Department of Primary Care and Public Health, Imperial College London, London W6 8RP, UK.
Poole, UK.
Biomed Res Int. 2015;2015:562586. doi: 10.1155/2015/562586. Epub 2015 Jul 26.
Waterpipe tobacco smoking prevalence is increasing worldwide despite its documented health effects. A general belief that it is less harmful than cigarettes may be fuelled by the lack of media campaigns highlighting its health effects. We aimed to create and assess the impact of a social media campaign about dangers of waterpipe smoking.
The "ShishAware" campaign included three social media (Facebook, Twitter, and YouTube) and a website. Nine months after launch we collected data to assess use of, and reaction to, our media accounts.
Requiring limited maintenance resources, Facebook attracted campaign supporters but YouTube attracted opposers. Twitter enabled the most organisation-based contact but Facebook was the most interactive medium. Facebook users were more likely to "like" weekday than weekend statuses and more likely to comment on "shisha fact" than "current affairs" statuses. Follower subscription increased as our posting rate increased. Our YouTube video gained 19,428 views (from all world continents) and 218 comments (86% from pro-waterpipe smokers).
Social media campaigns can be created and maintained relatively easily. They are innovative and have the potential for wide and rapid diffusion, especially towards target audiences. There is a need for more rigorous evaluation of their effects, particularly among the youth.
尽管有文献记载水烟吸食对健康有影响，但全球水烟吸食的流行率仍在上升。由于缺乏强调其健康影响的媒体宣传活动，人们普遍认为水烟比香烟危害小的观念可能因此加剧。我们旨在创建并评估一项关于水烟吸食危害的社交媒体宣传活动的影响。
“ShishAware”宣传活动包括三个社交媒体平台（脸书、推特和优兔）以及一个网站。在活动启动九个月后，我们收集数据以评估我们媒体账户的使用情况和反响。
脸书所需维护资源有限，吸引了活动支持者，但优兔吸引了反对者。推特促成了最多基于组织的联系，但脸书是最具互动性的媒介。脸书用户在工作日发布状态时比在周末更有可能“点赞”，在发布“水烟事实”状态时比发布“时事”状态时更有可能发表评论。随着我们发布频率的增加，关注者订阅量也随之增加。我们在优兔上的视频获得了19428次观看（来自世界各大洲）和218条评论（86%来自支持水烟吸食者）。
可以相对轻松地创建和维护社交媒体宣传活动。它们具有创新性，有广泛且迅速传播的潜力，尤其是针对目标受众。有必要对其效果进行更严格的评估，特别是在年轻人中。
