title: Using Tumblr to Reach and Engage Young Adult Smokers: A Proof of Concept in Context.
abstract: OBJECTIVE
  To describe a proof of concept social media strategy to reach and engage young adult smokers on the social media site Tumblr.
  
  
  METHODS
  This strategy includes creating novel, branded content, conducting proactive outreach to current and former smokers, and fostering user engagement and support within Tumblr. This social media strategy is reviewed in the context of other young adult social media-based cessation interventions and other Tumblr-based health interventions.
  
  
  RESULTS
  Steady community growth and positive qualitative feedback constitute early indicators of impact.
  
  
  CONCLUSIONS
  Unique challenges and limitations of data extraction from Tumblr may complicate formal evaluation efforts. Future research should consider offline or hybrid methods to mitigate these challenges.
authors.affiliation: Integrated Product Design, The Schroeder Institute for Tobacco Research and Policy Studies, Truth Initiative, Washington, DC, USA. mjacobs@truthinitiative.org.
authors.forename: Megan A
authors.initials: MA
authors.lastname: Jacobs
authors.affiliation: The Schroeder Institute for Tobacco Research and Policy Studies, Truth Initiative, Washington, DC, USA.
authors.forename: Sarah
authors.initials: S
authors.lastname: Cha
authors.affiliation: Regulatory Science and Policy, The Schroeder Institute for Tobacco Research and Policy Studies, Truth Initiative, Washington, DC, USA.
authors.forename: Andrea C
authors.initials: AC
authors.lastname: Villanti
authors.affiliation: Research Development, The Schroeder Institute for Tobacco Research and Policy Studies, Truth Initiative, Washington, DC, USA.
authors.forename: Amanda L
authors.initials: AL
authors.lastname: Graham
mesh_terms: D000328:Adult; D030141:Feedback, Psychological; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D012907:Smoking; D016540:Smoking Cessation / Q000379:methods*; D061108:Social Media; D055815:Young Adult