Are Facebook Fan Pages Effective?

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Social marketers are out to create change—and there’s nothing like social media to spread the word to massive amounts of people. But beyond getting “liked,” does a Facebook fan page actually influence the way people think and behave?

In the first SAGE-published issue of Social Marketing Quarterly (SMQ), Paige Woolley and Michael Peterson, both of the University of Delaware, examine the impact of a Facebook fan page on its followers. “Efficacy of a Health-Related Facebook Social Network Site on Health-Seeking Behaviors” was published in the March 2012 edition of SMQ. Click here to access all articles in this issue.

The abstract:

The current study was designed to determine the impact of a health-related Facebook fan page on health-seeking actions, thoughts, and behaviors. Ninety Get Up and Do Something (GUADS) fans who were 18 years and older completed an online questionnaire about their perceptions, use, and reaction to a Facebook page. Results revealed the GUADS Facebook page prompts healthseeking actions by motivating fans to search for more health information online. The page positively influences health-related thoughts and behaviors by motivating and reminding fans to engage in healthy behaviors. Frequency of seeing, clicking, and reading GUADS posts was significantly related to health information seeking and health-related thoughts and behaviors. Results suggest that Facebook may be an effective medium to help individuals maintain and adopt a healthy lifestyle.

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