January 2016
Beginner
256 pages
9h 5m
English
Content preview from Handbook of Media Economics, vol 1B
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Facebook could potentially influence a variety of other behaviors as well. For exam-
ple, in 2012 Facebook began allowing users to include an indicator for whether they were
organ donors as part of their profiles. During the rollout of this, users were provided a link
to their state donor registries; moreover, status updates were sent to friends of donors.
Cameron et al. (2013) show that on the first day of this campaign, roughly 13,054 people
registered as organ donors—relative to the baseline daily average of 616 per day. This
suggests a role for Facebook in contributing to the social good. One can imagine social
media playing an important role in advancing a variety of public health goals such as
increasing childhood vaccination rates, and more ...
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