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Engaging a state: Facebook comments on a large population biobank.

Tevah Platt1, Jodyn Platt2, Daniel Thiel3

  • 1Life Sciences and Society Program, University of Michigan School of Public Health, Ann Arbor, MI, USA. Tevah@umich.edu.

Journal of Community Genetics
|April 7, 2017
PubMed
Summary

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Facebook ads can improve public engagement with newborn screening and biobanking. An 11-week campaign informed users about dried bloodspot storage, fostering discussion on ethical issues and increasing transparency.

Area of Science:

  • Public Health
  • Bioethics
  • Social Media Engagement

Background:

  • Public engagement is lacking in newborn screening, dried bloodspot retention, and biobanking.
  • Participant communication is often limited to collection, consent, or notification stages.

Purpose of the Study:

  • To assess the effectiveness of a Facebook advertising campaign in engaging the public on dried bloodspot (DBS) storage in a state biobank.
  • To analyze user comments, attitudes, concerns, and the moderator's role in addressing them.

Main Methods:

  • An 11-week Facebook advertising campaign targeting Michigan users.
  • Quantitative analysis of Facebook engagement data.
  • Conventional content analysis of user and moderator comments to identify themes and social dynamics.
Keywords:
AttitudesBiobankingBloodspotsCommunity engagementFacebook advertisingHealth communicationNewborn screeningParent educationSocial media

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Main Results:

  • Five ad sets reached approximately 800,000 users, generating 180 posts from 129 unique users.
  • Prevalent themes included consent, privacy, bloodspot use, identifiability, research benefits, and trust.
  • The moderator actively responded to user queries, clarified information, and provided opt-out details.

Conclusions:

  • Facebook ad campaigns can enhance public engagement by disseminating information and creating interactive discussion forums.
  • This approach can foster transparency and a people-centered dialogue on sensitive public health topics, despite potential loss of message control.