Evaluation of the effectiveness of social media campaigns with the review of the Colorectal Cancer Awareness Month campaign

Abstract

Social media networks are a key means of communication, with Facebook as the leading platform. In addition to maintaining contact and entertainment, many people use social media networks for information purposes, among other things, on health issues. The Croatian Institute of Public Health uses social media networks as an effective channel for communication with the public, and one example is the campaign conducted in 2023 on the occasion of the Colorectal Cancer Awareness Month. To assess the quality of social media campaigns, it is important to monitor quantitative parameters, and tools such as the CDC's Clear Communication Index can serve this purpose well. The 2023 campaign, despite a smaller reach compared to 2022, had an above-average engagement, but this result cannot be linked to the result on the Clear Communication Index or the amount spent on the post promotion.