Abstract
BackgroundWith growing numbers of adults turning to the internet to get answers for health-related questions, online communities provide platforms with participatory networks to deliver health information and social support. However, to optimize the benefits of these online communities, these platforms must market effectively to attract new members and promote community growth.ObjectiveThe aim of this study was to assess the engagement results of Facebook advertisements designed to increase membership in the LungCancer.net online community.MethodsIn the fall of 2017, a series of 5 weeklong Facebook advertisement campaigns were launched targeting adults over the age of 18 years with an interest in lung cancer to increase opt ins to the LungCancer.net community (ie, the number of people who provided their email to join the site).ResultsThe advertisements released during this campaign had a sum reach of 91,835 people, and 863 new members opted into the LungCancer.net community by providing their email address. Females aged 55 to 64 years were the largest population reached by the campaign (31,401/91,835; 34.29%), whereas females aged 65 and older were the largest population who opted into the LungCancer.net community (307/863; 35.57%). A total of US $1742 was invested in the Facebook campaigns, and 863 people opted into LungCancer.net, resulting in a cost of US $2.02 per new member.ConclusionsThis research demonstrates the feasibility of using Facebook advertising to promote and grow online health communities. More research is needed to compare the effectiveness of various advertising approaches. Public health professionals should consider Facebook campaigns to effectively connect intended audiences to health information and support.
Highlights
MethodsOnline Community GrowthCurrently, 72% of adults seek health information on the Web, and 16% search for peers with similar health concerns [1]
We reported the feasibility and cost-effectiveness of Facebook advertising to promote online community growth in the context of the LungCancer.net community
The goal of this study was to assess the engagement results of Facebook advertisements designed to increase the number of opt ins to the LungCancer.net online community
Summary
MethodsOnline Community GrowthCurrently, 72% of adults seek health information on the Web, and 16% search for peers with similar health concerns [1]. Larger online networks have the power of network effects—where more users increase the usefulness of the community [9] For those seeking others with shared experiences, larger communities offer a greater number of individuals with the potential for cognitive empathy, from people outside ones’ close network where sharing may cause emotional burden [12]. Methods: In the fall of 2017, a series of 5 weeklong Facebook advertisement campaigns were launched targeting adults over the age of 18 years with an interest in lung cancer to increase opt ins to the LungCancer.net community (ie, the number of people who provided their email to join the site). Results: The advertisements released during this campaign had a sum reach of 91,835 people, and 863 new members opted into the LungCancer.net community by providing their email address. Public health professionals should consider Facebook campaigns to effectively connect intended audiences to health information and support
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