Expanding Reach By Engaging Social Networks: Lessons Learned From Facebook 'likes' and Posting 'types'

Background:  CDC supports multiple Facebook profiles that connect users with information on a range of CDC health and safety topics. In conjunction with the launch of the national awareness campaign, Let’s Stop HIV Together, CDC launched the Act Against AIDS Facebook page.  As part of a multi-faceted communication strategy, the page is an outlet to share featured materials and updates and to build an active and participatory community around Let’s Stop HIV Together and Act Against AIDS.

Program background:  During its first year, the Act Against AIDS Facebook page has grown to more than 87,000 fans, added largely during two phases of paid Facebook advertising.  Facebook ads dramatically increased the number of followers of the page, and coincided with an increase in Act Against AIDS website hits and campaign material downloads from the site. Outside of paid advertising, CDC works to reach potential new followers and maintain the captive audience generated by the advertising through cross promotion on other federal Facebook properties, as well as other social media outlets with similar target audiences.

Evaluation Methods and Results:  Ongoing engagement of Act Against AIDS Facebook fans was driven by 161 CDC-generated posts featuring a range of content and formats (July-December 2012) with the value-added benefit of a reach of 431,133 individuals or Facebook pages.  Posts included HIV awareness information and prevention messaging; links, photos and video; and information of interest from partner Facebook pages.  Of the 161 posts during the July-December 2012 time period, open-ended question-style posts and shared campaign videos generated the most engagement and sharing among Act Against AIDSFacebook page followers. The Let’s Stop HIV Together campaign features a large number of materials in English and Spanish including participant posters, brochures, digital banner ads and videos which enabled CDC to promote the campaign through Facebook and other outlets with fresh, non-repetitive content. User generated content has also been a prominent feature of the page, in part because of the ease of creating and posting content as part of the custom-built Let’s Stop HIV Together app.  App users select three words to describe themselves and include a photo, and the app creates a digital ad that they can then share on Facebook and throughout their social networks.

Conclusions:  CDC will describe challenges to Facebook page management for government agencies and organizations with extensive approval/clearance processes. Plans for ongoing and future audience growth and engagement are also critical.

Implications for research and/or practice: Important considerations for planning and launching a new Facebook profile include time commitment, content variety (videos, photos, links), and cost-effectiveness of ad purchases.