Evaluating Web 2.0 Health Campaigns: Case Study of Cdc's “i Know” HIV/AIDS Prevention Campaign

Theoretical Background and research questions/hypothesis: To be addressed by Stryker

Methods:  In this presentation, we will describe our approach to evaluating the impact of the “i know” social media HIV/AIDS prevention campaign.  We will discuss how the CDC’s Framework for Program Evaluation in Public Health informed the overall evaluation approach.  We will describe components of our logic model, discuss the primary evaluation questions, and how we conceptualized process and impact outcomes. We will also review how we mapped campaign-specific social media metrics (e.g. Facebook likes, retweets) to theoretical communication constructs (e.g. exposure, dialogue) and attitudinal and behavioral outcomes (e.g. positive attitudes towards HIV preventative behaviors, increased intention to talk about HIV with partners/friends/family). For example, a facebook “like” may be considered a positive attitude towards the particular HIV prevention message mentioned in a Facebook status update. We will also describe reach metrics across social media platforms and discuss unique benefits and challenges in evaluating web 2.0 campaigns.   

Results: To be addressed by Fraze

Conclusions: To be addressed by the time of conference presentation

Implications for research and/or practice: to be addressed by the time of conference presentation