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
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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
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
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”
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
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:
True Denominator unknown
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”)
More women than men
Mainly from the US
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