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Hepatitis a Vaccine Promotion Using Facebook Ads to Reach At-Risk Groups
Pamela Schwartz1, Jennifer L Sedillo1, Jessica L C Sapp1
1Public Health Program, 101623American Public University System, Charles Town, WV, USA.
Purpose:
To evaluate using Facebook ads to promote hepatitis A vaccination to at-risk groups.
Design:
This descriptive research study used Facebook ads and posts to deliver a social media health campaign.
Setting:
The social networking site Facebook was used to target audiences in the United States.
Subjects:
Adults in the United States with Facebook accounts were the general audience with at-risk audiences having interests or profile attributes in either LGBTQ or food service groups.
Measures:
Facebook Ads Manager was used to determine impressions, engagement rates, link clicks, and cost per result of the ads. These metrics were measured to examine the use of Facebook ads and targeting audiences.
Analysis:
Quantitative data were analyzed using descriptive statistics, and the Pearson correlation coefficient analysis was used to determine if the amount spent on each ad had any correlation with reach, results, cost per result, or impressions.
Results:
The campaign resulted in a reach of 53 422 users, 70 542 impressions, 457 unique link clicks (483 link clicks), an average cost per results of $0.92 USD, and the total amount spent of $445.68 USD. The amount spent was positively correlated with reach (r = .969), results (r = .994), cost per result (r = .841), and impressions (r =.957).
Conclusion:
The social media health campaign was effective in reaching an audience about hepatitis A vaccination. Using interest groups was not more cost-effective than a using a general audience for link clicks.
