November 20, 2014

Facebook and Adolescent Dating Violence

A Formative Evaluation of Social Media Campaign to Reduce Adolescent Dating Violence.
Authors: Lambert DN, Bishop LE, Guetig S, Frew PM

QUESTION: can Facebook help reduce adolescent dating abuse among 11-14 year olds?

OBJECTIVE: to determine if an online media campaign utilizing Facebook, Twitter, YouTube, Flickr, Tumblr, and Pinterest would reach the intended audience.

METHODS: web analytics provided user information and traffic patterns.

RESULTS: Facebook was the highest rated social media platform, but the campaign reach was primarily outside of the target of 11- 14 year olds. The campaign primarily reached women (76.5% of viewership) who were outside of the range of 11-14 years of age.

CONCLUSIONS: this online media campaign targeting young adolescents primarily reached people outside the target group.

JMIR Res Protoc. 2014;3(4):e64