HealthPartners Institute, Bloomington, Minnesota.
HealthPartners Institute, 3311 E Old Shakopee Rd, Mailstop 23301A, Bloomington, MN 55425. Email:
Prev Chronic Dis. 2019 Aug 1;16:E99. doi: 10.5888/pcd16.180621.
We used a framework to systematically evaluate which Facebook advertisements promoting safe fish consumption increased traffic to our website. Keeping images and headlines constant, we tested 11 message types in 5 categories between 2 audiences over a 24-hour weekday period. We identified clear preferences in 9 of 10 comparisons and evidence to suggest that more women prefer presentation of question format compared with narratives, marketing compared with patient education copy, and uncertain compared with certain copy. Our test of messages on a social media platform is a quick and inexpensive way to select the most engaging public health messages for broad dissemination.
我们使用了一个框架，系统地评估了哪些推广安全鱼类消费的 Facebook 广告增加了我们网站的流量。在保持图像和标题不变的情况下，我们在一个工作日的 24 小时内，针对两个受众群体，在 5 个类别中测试了 11 种信息类型。在 10 次比较中有 9 次我们发现了明显的偏好，并且有证据表明，与叙事相比，更多的女性更喜欢问题格式的呈现，与患者教育文案相比，更喜欢营销文案，与确定的文案相比，更喜欢不确定的文案。我们在社交媒体平台上测试信息是一种快速且廉价的方式，可以选择最能吸引公众的最具吸引力的公共卫生信息进行广泛传播。
