Social Media Use for Public Health Campaigning in a Low Resource Setting: The Case of Waterpipe Tobacco Smoking.
BACKGROUND
Waterpipe tobacco smoking prevalence is increasing worldwide despite its documented health effects. A general belief that it is less harmful than cigarettes may be fuelled by the lack of media campaigns highlighting its health effects. We aimed to create and assess the impact of a social media campaign about dangers of waterpipe smoking.


METHODS
The "ShishAware" campaign included three social media (Facebook, Twitter, and YouTube) and a website. Nine months after launch we collected data to assess use of, and reaction to, our media accounts.


RESULTS
Requiring limited maintenance resources, Facebook attracted campaign supporters but YouTube attracted opposers. Twitter enabled the most organisation-based contact but Facebook was the most interactive medium. Facebook users were more likely to "like" weekday than weekend statuses and more likely to comment on "shisha fact" than "current affairs" statuses. Follower subscription increased as our posting rate increased. Our YouTube video gained 19,428 views (from all world continents) and 218 comments (86% from pro-waterpipe smokers).


CONCLUSIONS
Social media campaigns can be created and maintained relatively easily. They are innovative and have the potential for wide and rapid diffusion, especially towards target audiences. There is a need for more rigorous evaluation of their effects, particularly among the youth.
Department of Primary Care and Public Health, Imperial College London, London W6 8RP, UK.
Mohammed
M
Jawad
Poole, UK.
Jooman
J
Abass
Faculty of Medicine, Imperial College London, London W6 8RP, UK.
Ahmad
A
Hariri
Department of Internal Medicine, American University of Beirut, Beirut 1107 2020, Lebanon ; Department of Medicine, State University of New York at Buffalo, New York 14214, USA ; Department of Clinical Epidemiology and Biostatistics, McMaster University, Hamilton, Canada L8S 4L8.
Elie A
EA
Akl
D001296:Audiovisual Aids / Q000706:statistics & numerical data; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D054626:Consumer Health Information; D003906:Developing Countries / Q000706:statistics & numerical data*; D057220:Health Literacy / Q000706:statistics & numerical data; D006293:Health Promotion / Q000706:statistics & numerical data*; D038622:Internationality; D011634:Public Health / Q000379:methods; D012907:Smoking / Q000453:epidemiology; D016540:Smoking Cessation / Q000706:statistics & numerical data*; D000074606:Smoking Prevention; D061108:Social Media / Q000706:statistics & numerical data*