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The Use of Social Media by State Tobacco Control Programs to Promote Smoking Cessation: A Cross-Sectional Study

BACKGROUND: The promotion of evidence-based cessation services through social media sites may increase their utilization by smokers. Data on social media adoption and use within tobacco control programs (TCPs) have not been reported. OBJECTIVE: This study examines TCP use of and activity levels on s...

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Autores principales: Duke, Jennifer C, Hansen, Heather, Kim, Annice E, Curry, Laurel, Allen, Jane
Formato: Online Artículo Texto
Lenguaje:English
Publicado: JMIR Publications Inc. 2014
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4115651/
https://www.ncbi.nlm.nih.gov/pubmed/25014311
http://dx.doi.org/10.2196/jmir.3430
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author Duke, Jennifer C
Hansen, Heather
Kim, Annice E
Curry, Laurel
Allen, Jane
author_facet Duke, Jennifer C
Hansen, Heather
Kim, Annice E
Curry, Laurel
Allen, Jane
author_sort Duke, Jennifer C
collection PubMed
description BACKGROUND: The promotion of evidence-based cessation services through social media sites may increase their utilization by smokers. Data on social media adoption and use within tobacco control programs (TCPs) have not been reported. OBJECTIVE: This study examines TCP use of and activity levels on social media, the reach of TCP sites, and the level of engagement with the content on sites. METHODS: A cross-sectional descriptive study of state TCP social media sites and their content was conducted. RESULTS: In 2013, 60% (30/50) of TCPs were using social media. Approximately one-quarter (26%, 13/50) of all TCPs used 3 or more social media sites, 24% (12/50) used 2, and 10% (5/50) used 1 site. Overall, 60% (30/50) had a Facebook page, 36% (18/50) had a Twitter page, and 40% (20/50) had a YouTube channel. The reach of social media was different across each site and varied widely by state. Among TCPs with a Facebook page, 73% (22/30) had less than 100 likes per 100,000 adults in the state, and 13% (4/30) had more than 400 likes per 100,000 adults. Among TCPs with a Twitter page, 61% (11/18) had less than 10 followers per 100,000 adults, and just 1 state had more than 100 followers per 100,000 adults. Seven states (23%, 7/30) updated their social media sites daily. The most frequent social media activities focused on the dissemination of information rather than interaction with site users. Social media resources from a national cessation media campaign were promoted infrequently. CONCLUSIONS: The current reach of state TCP social media sites is low and most TCPs are not promoting existing cessation services or capitalizing on social media’s interactive potential. TCPs should create an online environment that increases participation and 2-way communication with smokers to promote free cessation services.
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spelling pubmed-41156512014-07-31 The Use of Social Media by State Tobacco Control Programs to Promote Smoking Cessation: A Cross-Sectional Study Duke, Jennifer C Hansen, Heather Kim, Annice E Curry, Laurel Allen, Jane J Med Internet Res Original Paper BACKGROUND: The promotion of evidence-based cessation services through social media sites may increase their utilization by smokers. Data on social media adoption and use within tobacco control programs (TCPs) have not been reported. OBJECTIVE: This study examines TCP use of and activity levels on social media, the reach of TCP sites, and the level of engagement with the content on sites. METHODS: A cross-sectional descriptive study of state TCP social media sites and their content was conducted. RESULTS: In 2013, 60% (30/50) of TCPs were using social media. Approximately one-quarter (26%, 13/50) of all TCPs used 3 or more social media sites, 24% (12/50) used 2, and 10% (5/50) used 1 site. Overall, 60% (30/50) had a Facebook page, 36% (18/50) had a Twitter page, and 40% (20/50) had a YouTube channel. The reach of social media was different across each site and varied widely by state. Among TCPs with a Facebook page, 73% (22/30) had less than 100 likes per 100,000 adults in the state, and 13% (4/30) had more than 400 likes per 100,000 adults. Among TCPs with a Twitter page, 61% (11/18) had less than 10 followers per 100,000 adults, and just 1 state had more than 100 followers per 100,000 adults. Seven states (23%, 7/30) updated their social media sites daily. The most frequent social media activities focused on the dissemination of information rather than interaction with site users. Social media resources from a national cessation media campaign were promoted infrequently. CONCLUSIONS: The current reach of state TCP social media sites is low and most TCPs are not promoting existing cessation services or capitalizing on social media’s interactive potential. TCPs should create an online environment that increases participation and 2-way communication with smokers to promote free cessation services. JMIR Publications Inc. 2014-07-10 /pmc/articles/PMC4115651/ /pubmed/25014311 http://dx.doi.org/10.2196/jmir.3430 Text en ©Jennifer C Duke, Heather Hansen, Annice E Kim, Laurel Curry, Jane Allen. Originally published in the Journal of Medical Internet Research (http://www.jmir.org), 10.07.2014. http://creativecommons.org/licenses/by/2.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/2.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in the Journal of Medical Internet Research, is properly cited. The complete bibliographic information, a link to the original publication on http://www.jmir.org/, as well as this copyright and license information must be included.
spellingShingle Original Paper
Duke, Jennifer C
Hansen, Heather
Kim, Annice E
Curry, Laurel
Allen, Jane
The Use of Social Media by State Tobacco Control Programs to Promote Smoking Cessation: A Cross-Sectional Study
title The Use of Social Media by State Tobacco Control Programs to Promote Smoking Cessation: A Cross-Sectional Study
title_full The Use of Social Media by State Tobacco Control Programs to Promote Smoking Cessation: A Cross-Sectional Study
title_fullStr The Use of Social Media by State Tobacco Control Programs to Promote Smoking Cessation: A Cross-Sectional Study
title_full_unstemmed The Use of Social Media by State Tobacco Control Programs to Promote Smoking Cessation: A Cross-Sectional Study
title_short The Use of Social Media by State Tobacco Control Programs to Promote Smoking Cessation: A Cross-Sectional Study
title_sort use of social media by state tobacco control programs to promote smoking cessation: a cross-sectional study
topic Original Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4115651/
https://www.ncbi.nlm.nih.gov/pubmed/25014311
http://dx.doi.org/10.2196/jmir.3430
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