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Background: Social media public health campaigns have the advantage oftailored messaging at low cost and large reach, but little is known about whatwould determine their feasibility as tools for inducing attitude and behaviorchange.  Objective: The aim of this study was to test the feasibility of designing,implementing, and evaluating a social media-enabled intervention for skincancer prevention.  Conclusions: Social media-disseminated public health messages reached morethan 23% of the Northern Ireland population. A Web-based survey suggested thatthe campaign might have contributed to improved knowledge and attitudes towardskin cancer among the target population. Findings suggested that shocking andhumorous messages generated greatest impressions and engagement, butinformation-based messages were likely to be shared most. The extent ofbehavioral change as a result of the campaign remains to be explored, however,the change of attitudes and knowledge is promising. Social media is aninexpensive, effective method for delivering public health messages. However,existing and traditional process evaluation methods may not be suitable forsocial media.

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