title: Facebook Advertising Across an Engagement Spectrum: A Case Example for Public Health Communication.
abstract: BACKGROUND
  The interpersonal, dialogic features of social networking sites have untapped potential for public health communication. We ran a Facebook advertising campaign to raise statewide awareness of Michigan's newborn screening and biobanking programs.
  
  
  OBJECTIVE
  We ran a Facebook advertising campaign to stimulate public engagement on the complex and sensitive issue of Michigan's newborn screening and biobank programs.
  
  
  METHODS
  We ran an 11-week, US $15,000 Facebook advertising campaign engaging Michigan Facebook users aged 18-64 years about the state's newborn screening and population biobank programs, and we used a novel "engagement spectrum" framework to contextualize and evaluate engagement outcomes ranging from observation to multi-way conversation.
  
  
  RESULTS
  The campaign reached 1.88 million Facebook users, yielding a range of engagement outcomes across ad sets that varied by objective, content, budget, duration, and bid type. Ad sets yielded 9009 page likes (US $4125), 15,958 website clicks (US $5578), and 12,909 complete video views to 100% (US $3750). "Boosted posts" yielded 528 comments and 35,966 page post engagements (US $1500). Overall, the campaign led to 452 shares and 642 comments, including 176 discussing newborn screening and biobanking.
  
  
  CONCLUSIONS
  Facebook advertising campaigns can efficiently reach large populations and achieve a range of engagement outcomes by diversifying ad types, bid types, and content. This campaign provided a population-based approach to communication that also increased transparency on a sensitive and complex topic by creating a forum for multi-way interaction.
authors.affiliation: School of Public Health, Department of Epidemiology, University of Michigan, Ann Arbor, MI, United States. tevah@umich.edu.
authors.forename: Tevah
authors.identifier: http://orcid.org/0000-0002-5068-491X
authors.initials: T
authors.lastname: Platt
authors.forename: Jodyn
authors.identifier: http://orcid.org/0000-0003-4902-4903
authors.initials: J
authors.lastname: Platt
authors.forename: Daniel B
authors.identifier: http://orcid.org/0000-0001-7949-5496
authors.initials: DB
authors.lastname: Thiel
authors.forename: Sharon L R
authors.identifier: http://orcid.org/0000-0002-9853-3379
authors.initials: SL
authors.lastname: Kardia
keywords: Internet; biobanking; facebook; facebook advertising campaign; health communication; infant; neonatal screening; newborn screening; social media; social media engagement; social networking