Moderated online social networking for smokers: Content of first posts from 2,562 members [4 1530 Aud Vanmierlo]
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Moderated online social networking for smokers: Content of first posts from 2,562 members [4 1530 Aud Vanmierlo]

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Moderated online social networking for smokers: Content of first posts from 2,562 members [4 1530 Aud Vanmierlo] Moderated online social networking for smokers: Content of first posts from 2,562 members [4 1530 Aud Vanmierlo] Presentation Transcript

  • Van Mierlo, T. et al.: Moderated online social networking for smokers: Content of first posts from 2,562 members
    • This slideshow, presented at Medicine 2.0’08 , Sept 4/5 th , 2008, in Toronto, was uploaded on behalf of the presenter by the Medicine 2.0 team
    • Do not miss the next Medicine 2.0 congress on 17/18th Sept 2009 ( www.medicine20congress.com )
    • Order Audio Recordings (mp3) of Medicine 2.0’08 presentations at http://www.medicine20congress.com/mp3.php
  • Moderated Online Social Networking for smokers: Content of first posts from 2,562 smokers 1 Trevor van Mierlo, BA; 2 3 Peter Selby MBBS, CCFP; 2 3 John Cunningham Ph.D.; 1 Danielle Parent, BScN 4 September, 2008 1 V-CC Systems Inc. 2 Centre for Addiction and Mental Health (CAMH) 3 University of Toronto
  • Disclosures – van Mierlo
    • Chief Executive Officer: V-CC Systems Inc. (Canada) & V-CC Systems USA Inc.
    • Co-Author of Peer-Reviewed Journal Articles
    • Present at both Scientific and Business Conferences
    What Does V-CC Do?
    • B2B Company (No B2C)
    • Clients: Pharma, Government, EAP, Insurance, Universities, Non-Profit, Private Companies
    • License healthcare technologies and development methodologies
    • Online CBT Programs, Brief Interventions, “Widgets”
    • Consulting
    • Host / Service / Moderate / Grow Social Networks (Support Groups)
    • Specialize in Smoking Cessation, Depression, Panic Disorder, Alcohol Reduction, Healthy Weight, Problem Gambling
    • Products are tested through Beta Programs
  • StopSmokingCenter.net (SSC) Beta
  • SSC Support Group
  • Study Questions…
    • Qualitative evaluation of “posters” versus non posters in the Social Network
      • How many smokers registered?
      • Who used the Support Group moderated by trained Health Educators?
      • Who didn’t use the Support Group?
      • How long did it take for a new member to post?
      • How long did it take before a new member received a reply?
      • What did they “discuss”
  • Methods
    • StopSmokingCenter.net (SSC) version 5.0
    • Lifecycle of version 5.0: Nov 6 2004 – May 15, 2007
    • Data collected from the v5 database:
      • Demographic data for all registrants
      • Demographic data for “posters” and “non-posters”
      • “ First post” content
      • Duration to “first response”
    • “ First response” content- Coded and entered by Danielle Parent
    • Analysis by John Cunningham
  • Demographics
    • 16,764 registrations (Nov 6 2004 – May 15, 2007)
    • 69.9% American, 12.6% Canadian, 7.1% from UK, 10.4% from another Country
    • Mean age: 38.9 years
    • 65.4% (n = 10,965) female
    • Avg. cigarettes per day: 20.6
    • 6,849 Fagerstrom completions. Mean score: 5.6
    • 15.3% (n = 2,562) of registrants made at least one post in the Support Group
  • Posters vs. non-Posters Statistically significant but not clinically significant Country 69.3% 73.5% USA 12.6% 12.3% Canada 7.3% 6.2% UK 10.8% 8.0% Other 64.6% 70.1% % Female 38.7 40.4 Mean Age Non-Posters or “lurkers” (84.7%) n = 14,202 Posters (15.3%) n = 2,562 n =16,764
  • Smoking characteristics 19.5 21.6 Years Smoked 20.4 22.2 Cigs per day 36% (5.5) 67% (5.8) Completed Fagerstrom: (mean score) Non-Posters or “lurkers” (84.7%) n = 14,202 Posters (15.3%) n = 2,562
  • How Long Does it Take the Average Registrant to Post?
    • 25% first post 19.2 minutes after registration
    • 50% first post 2 hours and 58 minutes after registration
    • 75% first post 81 hours and 32 minutes after registration
  • How Long Does it Take to Get a Reply?
    • 25% of first posts have a reply within 12 minutes
    • 50% of first posts have a reply within 29 minutes
    • 75% of first posts have a reply within 1 hour 27 min
    • 81.8% of replies by members, rest by moderator
    • only 68/2562 did not get a reply at all.
  • Who is posting?
    • What percentage of first posts are:
    1.2% Friend or family member of a quitter: 10.4% Want to quit but have not yet set a date: 14.2% Getting ready for their quit date: 1.6% Past member returning to quit again: 3.8% Quit time unknown: 4.5% Status of quitter undetectable: 8.9% Quit >/=one month: 54.7% Recent quitter (quit < one month):
  • What are their reasons for posting? 6.8% Sharing a tip or strategy about quitting: 0.2% Told to quit by healthcare professional 16.1% Question or comment about withdrawal symptoms: 17.6% Responding to another quitter’s questions or comments about cravings or triggers: 4.5% Question or comment about NRT or other quit aid: 6.2% Quitter has had a slip or relapsed: 13.6% Discussing their need to quit for their health or the health of others: 15.3% Question or comment about cravings or triggers: 28% Quitter who is struggling and is seeking support or advice:
  • Who replies? Responders tend to be from those who have quit more than a month ago, but less than a year. *2.6% (n = 68) of posts did not get a response 35.0% quit less than one year ago: 23.7% quit within the last month: 58.7% Total: 15.6% (n = 399) Health Educator: 81.8% (n = 2,095) Member:
  • Theme of Replies
    • Half of respondents offering advice, encouragement or a tip
    • Encouragement and compliments are common
    26.9% A reply by a member offering encouragement or congratulations: 13.9% Other member sharing a personal experience: 50% Existing member offering a tip, strategy, advice or answered a question about quitting:
  • Limitations
    • True Denominator unknown
    • Self selected
    • Benefit/harm to lurkers unknown
    • Quit rates unknown for posters versus non posters
    • Natural history of online communities is evolutionary
    • Did not describe super posters / elders.
    • Impact of new tools in SSC 6.1? (Personal Profile / YouTube Videos / Blogs / “Mod’s Corner”)
  • Conclusions
    • More women than men
    • Mainly from the US
    • Heavy smokers
    • Post very quickly after registering
    • Mainly recent quitters who are struggling
    • Mostly mutual aid by those who have quit for a month or more
    • “ Online church basement”
  • Cunningham, J. A., van Mierlo, T., & Fournier, R. (2008). An online support group for problem drinkers: AlcoholHelpCenter.net. Patient Education and Counseling, 70(2), 193-198. In press: Methodological issues in the evaluation of internet-based interventions for problem drinking
  • Thank You