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]

    1. 1. Van Mierlo, T. et al.: Moderated online social networking for smokers: Content of first posts from 2,562 members <ul><li>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 </li></ul><ul><li>Do not miss the next Medicine 2.0 congress on 17/18th Sept 2009 ( ) </li></ul><ul><li>Order Audio Recordings (mp3) of Medicine 2.0’08 presentations at </li></ul>
    2. 2. 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
    3. 3. Disclosures – van Mierlo <ul><li>Chief Executive Officer: V-CC Systems Inc. (Canada) & V-CC Systems USA Inc. </li></ul><ul><li>Co-Author of Peer-Reviewed Journal Articles </li></ul><ul><li>Present at both Scientific and Business Conferences </li></ul>What Does V-CC Do? <ul><li>B2B Company (No B2C) </li></ul><ul><li>Clients: Pharma, Government, EAP, Insurance, Universities, Non-Profit, Private Companies </li></ul><ul><li>License healthcare technologies and development methodologies </li></ul><ul><li>Online CBT Programs, Brief Interventions, “Widgets” </li></ul><ul><li>Consulting </li></ul><ul><li>Host / Service / Moderate / Grow Social Networks (Support Groups) </li></ul><ul><li>Specialize in Smoking Cessation, Depression, Panic Disorder, Alcohol Reduction, Healthy Weight, Problem Gambling </li></ul><ul><li>Products are tested through Beta Programs </li></ul>
    4. 4. (SSC) Beta
    5. 5. SSC Support Group
    6. 6. Study Questions… <ul><li>Qualitative evaluation of “posters” versus non posters in the Social Network </li></ul><ul><ul><li>How many smokers registered? </li></ul></ul><ul><ul><li>Who used the Support Group moderated by trained Health Educators? </li></ul></ul><ul><ul><li>Who didn’t use the Support Group? </li></ul></ul><ul><ul><li>How long did it take for a new member to post? </li></ul></ul><ul><ul><li>How long did it take before a new member received a reply? </li></ul></ul><ul><ul><li>What did they “discuss” </li></ul></ul>
    7. 7. Methods <ul><li> (SSC) version 5.0 </li></ul><ul><li>Lifecycle of version 5.0: Nov 6 2004 – May 15, 2007 </li></ul><ul><li>Data collected from the v5 database: </li></ul><ul><ul><li>Demographic data for all registrants </li></ul></ul><ul><ul><li>Demographic data for “posters” and “non-posters” </li></ul></ul><ul><ul><li>“ First post” content </li></ul></ul><ul><ul><li>Duration to “first response” </li></ul></ul><ul><li>“ First response” content- Coded and entered by Danielle Parent </li></ul><ul><li>Analysis by John Cunningham </li></ul>
    8. 8. Demographics <ul><li>16,764 registrations (Nov 6 2004 – May 15, 2007) </li></ul><ul><li>69.9% American, 12.6% Canadian, 7.1% from UK, 10.4% from another Country </li></ul><ul><li>Mean age: 38.9 years </li></ul><ul><li>65.4% (n = 10,965) female </li></ul><ul><li>Avg. cigarettes per day: 20.6 </li></ul><ul><li>6,849 Fagerstrom completions. Mean score: 5.6 </li></ul><ul><li>15.3% (n = 2,562) of registrants made at least one post in the Support Group </li></ul>
    9. 9. 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
    10. 10. 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
    11. 11. How Long Does it Take the Average Registrant to Post? <ul><li>25% first post 19.2 minutes after registration </li></ul><ul><li>50% first post 2 hours and 58 minutes after registration </li></ul><ul><li>75% first post 81 hours and 32 minutes after registration </li></ul>
    12. 12. How Long Does it Take to Get a Reply? <ul><li>25% of first posts have a reply within 12 minutes </li></ul><ul><li>50% of first posts have a reply within 29 minutes </li></ul><ul><li>75% of first posts have a reply within 1 hour 27 min </li></ul><ul><li>81.8% of replies by members, rest by moderator </li></ul><ul><li>only 68/2562 did not get a reply at all. </li></ul>
    13. 13. Who is posting? <ul><li>What percentage of first posts are: </li></ul>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):
    14. 14. 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:
    15. 15. 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:
    16. 16. Theme of Replies <ul><li>Half of respondents offering advice, encouragement or a tip </li></ul><ul><li>Encouragement and compliments are common </li></ul>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:
    17. 17. Limitations <ul><li>True Denominator unknown </li></ul><ul><li>Self selected </li></ul><ul><li>Benefit/harm to lurkers unknown </li></ul><ul><li>Quit rates unknown for posters versus non posters </li></ul><ul><li>Natural history of online communities is evolutionary </li></ul><ul><li>Did not describe super posters / elders. </li></ul><ul><li>Impact of new tools in SSC 6.1? (Personal Profile / YouTube Videos / Blogs / “Mod’s Corner”) </li></ul>
    18. 18. Conclusions <ul><li>More women than men </li></ul><ul><li>Mainly from the US </li></ul><ul><li>Heavy smokers </li></ul><ul><li>Post very quickly after registering </li></ul><ul><li>Mainly recent quitters who are struggling </li></ul><ul><li>Mostly mutual aid by those who have quit for a month or more </li></ul><ul><li>“ Online church basement” </li></ul>
    19. 19. Cunningham, J. A., van Mierlo, T., & Fournier, R. (2008). An online support group for problem drinkers: Patient Education and Counseling, 70(2), 193-198. In press: Methodological issues in the evaluation of internet-based interventions for problem drinking
    20. 20. Thank You