Abstract P188: Application Of A Facebook Platform To Engage Rural Populations In Health Awareness And Research On Heart, Lung, Blood And Sleep Disorders: The Risk Underlying Rural Areas Longitudinal Cohort Study

Abstract

Background: Data is sparse regarding the utility of social media in engaging southern, rural communities in health awareness education and research. Community Advisory Board (CAB) members of the Mississippi (MS) Core of the Risk Underling Rural Areas Longitudinal (RURAL) Study suggested the use of a Facebook social media platform to promote the RURAL Study while providing live health education presentations that they could review and refer to others. Objective: Identify social media strategies using existing Facebook metrics to engage the populations of two rural counties in research on Heart, Lung, Blood and Sleep disorders. Methods: The Principal Investigator of RURAL Study’s MS Core collaborated with the University’s Social Media Coordinator to implement a Facebook page for the Study. The team implemented six health awareness education programs focused on monthly health observances that best fit with HLBS disorders and COVID-19 concerns noted by the CABs. Facebook metrics including Reach (Organic and Paid Ads), Views, Likes, Comments and Shares were collected continuously. Findings: There were six Health Awareness events between February and June 2021 (Table 1). Paid Ads resulted in a greater reach among those in targeted rural communities. The number of views positively correlated with the number reached. The highest number of views were for short talks on Men’s Health (June events) compared to hour-long panel discussions (Feb, May and Aug events). The numbers of Likes, Comments and Shares were similar among the different approaches. Clicks were greater among Paid Ads compared to Organic Ads. Between February and August the number of followers increased from 39 to 300 with the largest increase in July after the Men Health talks. Conclusion: Using social media may be an effective tool for reaching communities with health awareness and health education. Our findings support that Paid Ads (Boosts) focusing on targeted audiences are more effective than Organic Ads. Short talks are more effective than hour long programs.