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"disqusTitle": "How Women Engage with Deep Look: A Facebook Science Content Experiment",
"title": "How Women Engage with Deep Look: A Facebook Science Content Experiment",
"headTitle": "Cracking the Code | About KQED",
"content": "\u003cp>\u003cb>Background and Overview\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">With a grant from the National Science Foundation, KQED Science, a unit of the San Francisco-based public media organization, had the opportunity to work with science communication researchers to better understand how to engage audiences with science content. As a part of the grant, KQED Science’s engagement team worked closely with researchers to dive deeper into audience engagement focusing on Deep Look, KQED’s popular YouTube science video series about small animals and the natural world. The series gives viewers an up-close perspective of creatures like spiders, hairworms, mites and ladybugs with its 3-4 minute videos shot in ultra-high definition. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">More specifically, Facebook’s advertising platform provides us with the tools we need to conduct more in-depth audience research. Similar to other digital advertising tools such as Google, Twitter, YouTube, and others, Facebook allows users to reach an intended audience based on interest, age, gender and location. We launched a few Facebook advertising experiments comparing the success of engaging general audiences versus science-inclined audiences, which is a new process for us. Due to our limited advertising budget we generally optimize our advertising for science-inclined audiences for the most success. For these tests we were interested in finding new science-inclined audiences \u003c/span>\u003cspan style=\"font-weight: 400;\">and\u003c/span>\u003cspan style=\"font-weight: 400;\"> audiences we were missing.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this post, we’ll review some of the highlights of our Facebook experiments and findings relating to audience engagement with different types of Deep Look titles and images. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our digital video audience research specifically looked at the problem of gender disparity for our Deep Look series. Deep Look viewers are majority men with women representing only 30% of the audience. Our research is an effort to address this disparity. To summarize the findings from the research, here’s the gist of Deep Look’s questions that we were exploring in our Facebook experiments:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Is disgust sensitivity a factor in why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype threat:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Will including an image of a woman in the thumbnails of our Deep Look episodes encourage more women to click on the video link to watch the video?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Titles: \u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\">How does including titles that have more of a health and sex/mating theme affect women’s engagement? (FYI — why are we asking this question? Read the full findings here.) \u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our Facebook experiments are complementary to the following Deep Look research conducted under our \u003c/span>\u003ca href=\"https://www.kqed.org/crackingthecode\">\u003cspan style=\"font-weight: 400;\">NSF grant\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Cracking the Code,\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\"> and summarized in the following blog posts: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> .\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers\u003c/span>\u003c/a>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">\u003cspan style=\"font-weight: 400;\">Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To learn more about our methods and learnings, read on!\u003c/span>\u003cb>\u003c/b>\u003c/p>\n\u003cp>\u003cb>Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The design for all of our research is based on a “science curiosity scale,” a survey developed by Dan Kahan (Yale University), Asheley Landrum (Texas Tech University), and their collaborators, that predicts interest in science and identifies existing and missing audiences that are science inclined, but perhaps not engaging with KQED science media. To learn more about the science curiosity scale, \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\">\u003cspan style=\"font-weight: 400;\">click here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To find our “science curious” audience on Facebook and to have a baseline of a “general interest” audience, we specified four different target groups on the platform, all in the U.S.: \u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In order to focus on the women and men interested in Science and Nature, we selected “Science” and “Nature” in the detailed targeting section of the Facebook advertising platform as seen in the figure below. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We wanted to see the difference in engagement on the different Deep Look Facebook posts among men and women in general, and among men and women who had Science and Nature listed in their interests on their Facebook profile. See figure below for a screenshot sample of the ad targeting on Facebook:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16731\" class=\"wp-caption aligncenter\" style=\"max-width: 638px\">\u003cimg class=\"wp-image-16731 size-full\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png\" alt=\"Figure: Screenshot of Facebook Ad setting example\" width=\"638\" height=\"646\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png 638w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting-160x162.png 160w\" sizes=\"(max-width: 638px) 100vw, 638px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ad setting example\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Creating the Ad Campaigns\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An ad campaign is a group of ad sets and ads that share the same metric objectives such as Traffic, Engagement, Lead Generation, Video Views, and more. In creating an ad set, you are required to define your reach, budget, schedule, and most importantly, target audience. Once the ad sets have been created and the target audience and reach has been identified, the actual ads need to be created. The links, photos, descriptions, titles, and other aspects of the creatives are finalized in the ads section. For example, when we designed the Deep Look titles test on Facebook, we structured it as below: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16732\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16732\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart.png 1000w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Ad Campaign Structure on Facebook\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Measuring Metrics\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The two metrics we focused on were the number of landing page views and the total reach of each ad. Landing page views refer to the number of times a person clicked on one of the ads and successfully loaded the destination webpage (here, our Deep Look page on KQED.org). Reach refers to the number of people who saw an ad at least once. For a full list of metric definitions provided by the Facebook advertising platform, please go\u003c/span>\u003ca href=\"https://www.facebook.com/business/help/447834205249495\">\u003cspan style=\"font-weight: 400;\"> here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We analyzed the ratio of these two metrics: the Result Rate and the Difference in Result Rate. Result Rate is the percent of people reached who successfully opened the landing page. The Result Rate, thus, serves as a measure of the success of the ad campaign and is calculated using the following formula:\u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Result Rate (%) = Landing Page Views / Reach*100\u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To evaluate the relative success of the ad campaigns, we compared the result rates across all four target audiences by calculating the difference in result rates. The formula is as below: \u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Difference in Result Rate (%) = Result Rate (Constant) - Result Rate (Variable) \u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In addition to measuring the landing page views and reach, we also conducted a thematic analysis on the comments on the different ads and noted that in our findings. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Experiment Conditions: The Different Ad Sets & Learnings\u003c/b>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Research Question: Is disgust sensitivity a factor why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? The hypothesis is that women are less likely to choose to watch a video based on the title when the title suggests the content may be \"disgusting.\"\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this Facebook test, the Deep Look \u003c/span>\u003ca href=\"https://www.kqed.org/science/1936465/turret-spiders-launch-sneak-attacks-from-tiny-towers\">\u003cspan style=\"font-weight: 400;\">“Turret Spiders”\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> episode, used in an earlier \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">research study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, was used to test this disgust sensitivity hypothesis. To conduct the earlier study altered titles were created — ones that were more disgusting and ones that were less disgusting than the original title —- to compare which titles were preferred by women. For the FB study, we used the A/B testing function on the Facebook advertising tool using these altered titles with the goal to drive page views to the Turret Spider episode. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The original and altered titles were as follows:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For this Facebook study, we hypothesized that fewer women would click through to the episode with the most disgusting title compared to men. That is, the results rate for women would be lower than the results rate for men. Furthermore, we predicted that more women would click through to the site who saw the least disgusting title than those who saw the most disgusting title. \u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, people were most engaged with the Original Title (Turret Spiders Launch Sneak Attacks From Tiny Towers). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by women from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The Result Rate Difference is calculated by the following formula: \u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Least Disgusting Result Rate \u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">OR\u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Most Disgusting Result Rate\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for table of the Result Rates among our women audiences: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16733\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16733\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png\" alt=\"\" width=\"800\" height=\"291\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-160x58.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-768x280.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table.png 906w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates among our women audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by men, from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for a table of Result Rates for our Men audiences:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16734\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16734\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png\" alt=\"Result Rates for our Men audiences\" width=\"800\" height=\"312\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-160x62.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-768x300.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table.png 902w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates for our Men audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for women:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women showed more approval for the “Least Disgusting Title” episode, and had less disgust reaction based on their comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title elicited more disgust among women as evidenced by their comments (“Creepy!” “Gross!” “Ew ...”)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” also generated some disgust reaction, but less than the most disgusting titles (“\u003c/span>\u003cspan style=\"font-weight: 400;\">Yuck, creepy” “Ok that's creepy\u003c/span>\u003cspan style=\"font-weight: 400;\">” “\u003c/span>\u003cspan style=\"font-weight: 400;\">Ugly little critters! Yuck!”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">There was some humor in the comments: \u003c/span>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Turret Spiders Literally Suck the Life Out of Their Liquefied Prey → \"so much like human toddlers.\" \u003c/span>\u003c/li>\n\u003c/ol>\n\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for men:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">For the “Least Disgusting” title: there was not a lot of disgust reaction with comments like \"just squish it … squash that thing!\" \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title didn’t show a lot of disgust reaction from men. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” didn’t generate a lot of comments even though it generated better engagements.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for screenshots of the conditions in this Facebook ad experiment. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16735\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16735\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png\" alt=\"Facebook Ad Screenshots for the “Disgust Sensitivity” test\" width=\"800\" height=\"345\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-1020x440.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-160x69.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-768x331.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot.png 1030w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Disgust Sensitivity” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>\u003ci>Stereotype threat: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Question: Will including an image of a woman in the thumbnail of our Deep Look episodes encourage more women to click on the link? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Drawing on the research findings from previous studies, having female role models — formal or informal — in STEM fields has been shown to reduce \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view\">\u003cspan style=\"font-weight: 400;\">stereotype threat impacts\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. Stereotype threat is defined as a perceived negative stereotype being reinforced by a particular group (\u003c/span>\u003ca href=\"https://www.sciencedirect.com/science/article/abs/pii/S0022103198913737?via%3Dihub\">\u003cspan style=\"font-weight: 400;\">Spencer et al., 1999\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">). For example, there is a longstanding stereotype regarding women and math ability, with some literature finding that this negative stereotype can influence performance of women in standardized testing scenarios. This makes us think: Do women feel like our science videos aren’t FOR them? Even though \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">an earlier CTC study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> did not find conclusive evidence that having a woman represented in YouTube thumbnails encourages more women to click on an episode, we decided to run a similar test on Facebook to test this hypothesis again. Note that this study used different images than the previous CTC study.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Stereotype Threat: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this experiment, we wanted to be sure to use an episode of Deep Look that featured a female figure. And since the coronavirus was the topic on people’s minds at the time, we decided to test with Deep Look’s coronavirus episode titled “\u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=aWw_6NyKTVwv\">\u003cspan style=\"font-weight: 400;\">How The Coronavirus Attacks Your Lungs.\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail that included an image of a woman generated more engagements (based on our measurement of metrics explained above). It is important to note that this difference could be due to seeing a person (versus not seeing a person).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for the two conditions of the ad experiment: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16736\" class=\"wp-caption aligncenter\" style=\"max-width: 553px\">\u003cimg class=\"size-full wp-image-16736\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png\" alt=\"Facebook Ad Screenshots for the “Female Lead” test\" width=\"553\" height=\"459\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png 553w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot-160x133.png 160w\" sizes=\"(max-width: 553px) 100vw, 553px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Female Lead” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An analysis of the comments posted on these two ads found that:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Across all audiences, in general, we saw approval for the information in the video.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men, in general, were more inclined to comment about the virus being fake, the ineffectiveness of masks, and distrust in health care workers. Although many counterarguments were listed in the comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women with science and nature interests talked more about masks as a means of protection and encouraged people to wear them.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women, in general, approved and said the video was informative.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cb>\u003ci>Title Alteration: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">After coding and categorizing 100 Deep Look titles by gender and number of views on YouTube, the Texas Tech research team found that certain titles seem to engage women to watch certain episodes more than others (see \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view\">\u003cspan style=\"font-weight: 400;\">CTC Report #4a\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">One of the key findings was health/home and sex/mating titles seemed to be of more interest to women than other titles. For a more in-depth description of what we found in the earlier Deep Look titles research, please go \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For our Facebook test, we used the same research method by testing different titles, targeting different audiences to see if women did indeed prefer health/home and sex/mating-related titles. See a table below of the different titles used in these tests: \u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16737 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles.png 868w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The figure below shows a screenshot of some of our different title tests. Take note that the images for each ad test remained constant. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16738\" class=\"wp-caption aligncenter\" style=\"max-width: 740px\">\u003cimg class=\"size-full wp-image-16738\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png\" alt=\"Screenshot of Facebook Ads for the Deep Look Titles Experiment\" width=\"740\" height=\"473\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png 740w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2-160x102.png 160w\" sizes=\"(max-width: 740px) 100vw, 740px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ads for the Deep Look Titles Experiment\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cimg class=\"size-medium wp-image-16739 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot.png 824w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>\u003ci>Title Alteration: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In general, here are the key takeaways from the Deep Look titles Facebook experiment: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences as described in the “Audiences” section of this post. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men and Women, in general, prefer the original titles, except in the case of the Caddisfly and Porcupine episodes.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men interested in Science and Nature prefer the original titles, except in the case of the Spider, Caddisfly, and Snail episodes. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Overall Key Takeaways: What Did We Learn in General?\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Overall we found these experiments to be very useful in addressing a number of questions that arose during our research. Here’s a refresher list of those key takeaways: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"list-style-type: none;\">\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust Sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Across all audiences, the element of disgust did not really influence engagement for both men and women, and the most popular title was the original one. But the Facebook experiment did show that men were more interested in the “Most Disgusting” titles in comparison to women, who preferred the “Least Disgusting” more than the “Most Disgusting.” \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype Threat: \u003c/i>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail with the woman in it generated more engagements than the image without her.\u003c/span>\u003c/b>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cem>\u003cstrong>Titles\u003c/strong>\u003c/em>: \u003cspan style=\"font-weight: 400;\">In general, across all audiences, a majority preferred the unaltered, original titles that didn’t have the health/home and sex/mating element in the titles. But women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Notes and Reflections: Future Recommendations\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">When conducting these experiments on Facebook using the advertising tool, it is worth noting that Facebook will favor ads that perform better, according to their algorithms. And this makes it harder to control the experimental environment. In order to try to control this, we capped the same amount of money spent for each target audience in the hopes of ensuring that each audience is served the same number of ads (impressions). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Reflecting on the findings and results of these Facebook tests we conducted for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\">, we think that it would be very interesting to execute similar experiments across other social media platforms, see what works for different audiences, and use the findings in our social media distribution plan to maximize engage\u003c/span>\u003cspan style=\"font-weight: 400;\">ment. \u003c/span>\u003cspan style=\"font-weight: 400;\">We also learned that our advertising budget for Deep Look specifically is best served by focusing on the Science and Nature inclined audiences on Facebook.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Using the Facebook advertising tool as a research platform has its limitations, but nonetheless, it does provide opportunities for social media producers to experiment with and test different content strategically to target and engage specific audiences. \u003c/span>\u003c/p>\n\u003cp>\u003cstrong>Result Charts\u003c/strong>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The following charts show the Result Rate Differences for the Stereotype Threat and Disgust Sensitivity tests. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16740\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16740\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png\" alt=\"Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\" width=\"800\" height=\"501\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-160x100.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-768x481.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1.png 823w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16741\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16741\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png\" alt=\"Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"385\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-160x77.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-768x369.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2.png 836w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16742\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-full wp-image-16742\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png\" alt=\"Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"497\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-160x99.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-768x477.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cb>Background and Overview\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">With a grant from the National Science Foundation, KQED Science, a unit of the San Francisco-based public media organization, had the opportunity to work with science communication researchers to better understand how to engage audiences with science content. As a part of the grant, KQED Science’s engagement team worked closely with researchers to dive deeper into audience engagement focusing on Deep Look, KQED’s popular YouTube science video series about small animals and the natural world. The series gives viewers an up-close perspective of creatures like spiders, hairworms, mites and ladybugs with its 3-4 minute videos shot in ultra-high definition. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">More specifically, Facebook’s advertising platform provides us with the tools we need to conduct more in-depth audience research. Similar to other digital advertising tools such as Google, Twitter, YouTube, and others, Facebook allows users to reach an intended audience based on interest, age, gender and location. We launched a few Facebook advertising experiments comparing the success of engaging general audiences versus science-inclined audiences, which is a new process for us. Due to our limited advertising budget we generally optimize our advertising for science-inclined audiences for the most success. For these tests we were interested in finding new science-inclined audiences \u003c/span>\u003cspan style=\"font-weight: 400;\">and\u003c/span>\u003cspan style=\"font-weight: 400;\"> audiences we were missing.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this post, we’ll review some of the highlights of our Facebook experiments and findings relating to audience engagement with different types of Deep Look titles and images. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our digital video audience research specifically looked at the problem of gender disparity for our Deep Look series. Deep Look viewers are majority men with women representing only 30% of the audience. Our research is an effort to address this disparity. To summarize the findings from the research, here’s the gist of Deep Look’s questions that we were exploring in our Facebook experiments:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Is disgust sensitivity a factor in why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype threat:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Will including an image of a woman in the thumbnails of our Deep Look episodes encourage more women to click on the video link to watch the video?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Titles: \u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\">How does including titles that have more of a health and sex/mating theme affect women’s engagement? (FYI — why are we asking this question? Read the full findings here.) \u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our Facebook experiments are complementary to the following Deep Look research conducted under our \u003c/span>\u003ca href=\"https://www.kqed.org/crackingthecode\">\u003cspan style=\"font-weight: 400;\">NSF grant\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Cracking the Code,\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\"> and summarized in the following blog posts: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> .\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers\u003c/span>\u003c/a>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">\u003cspan style=\"font-weight: 400;\">Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To learn more about our methods and learnings, read on!\u003c/span>\u003cb>\u003c/b>\u003c/p>\n\u003cp>\u003cb>Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The design for all of our research is based on a “science curiosity scale,” a survey developed by Dan Kahan (Yale University), Asheley Landrum (Texas Tech University), and their collaborators, that predicts interest in science and identifies existing and missing audiences that are science inclined, but perhaps not engaging with KQED science media. To learn more about the science curiosity scale, \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\">\u003cspan style=\"font-weight: 400;\">click here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To find our “science curious” audience on Facebook and to have a baseline of a “general interest” audience, we specified four different target groups on the platform, all in the U.S.: \u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In order to focus on the women and men interested in Science and Nature, we selected “Science” and “Nature” in the detailed targeting section of the Facebook advertising platform as seen in the figure below. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We wanted to see the difference in engagement on the different Deep Look Facebook posts among men and women in general, and among men and women who had Science and Nature listed in their interests on their Facebook profile. See figure below for a screenshot sample of the ad targeting on Facebook:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16731\" class=\"wp-caption aligncenter\" style=\"max-width: 638px\">\u003cimg class=\"wp-image-16731 size-full\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png\" alt=\"Figure: Screenshot of Facebook Ad setting example\" width=\"638\" height=\"646\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png 638w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting-160x162.png 160w\" sizes=\"(max-width: 638px) 100vw, 638px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ad setting example\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Creating the Ad Campaigns\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An ad campaign is a group of ad sets and ads that share the same metric objectives such as Traffic, Engagement, Lead Generation, Video Views, and more. In creating an ad set, you are required to define your reach, budget, schedule, and most importantly, target audience. Once the ad sets have been created and the target audience and reach has been identified, the actual ads need to be created. The links, photos, descriptions, titles, and other aspects of the creatives are finalized in the ads section. For example, when we designed the Deep Look titles test on Facebook, we structured it as below: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16732\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16732\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart.png 1000w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Ad Campaign Structure on Facebook\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Measuring Metrics\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The two metrics we focused on were the number of landing page views and the total reach of each ad. Landing page views refer to the number of times a person clicked on one of the ads and successfully loaded the destination webpage (here, our Deep Look page on KQED.org). Reach refers to the number of people who saw an ad at least once. For a full list of metric definitions provided by the Facebook advertising platform, please go\u003c/span>\u003ca href=\"https://www.facebook.com/business/help/447834205249495\">\u003cspan style=\"font-weight: 400;\"> here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We analyzed the ratio of these two metrics: the Result Rate and the Difference in Result Rate. Result Rate is the percent of people reached who successfully opened the landing page. The Result Rate, thus, serves as a measure of the success of the ad campaign and is calculated using the following formula:\u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Result Rate (%) = Landing Page Views / Reach*100\u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To evaluate the relative success of the ad campaigns, we compared the result rates across all four target audiences by calculating the difference in result rates. The formula is as below: \u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Difference in Result Rate (%) = Result Rate (Constant) - Result Rate (Variable) \u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In addition to measuring the landing page views and reach, we also conducted a thematic analysis on the comments on the different ads and noted that in our findings. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Experiment Conditions: The Different Ad Sets & Learnings\u003c/b>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Research Question: Is disgust sensitivity a factor why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? The hypothesis is that women are less likely to choose to watch a video based on the title when the title suggests the content may be \"disgusting.\"\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this Facebook test, the Deep Look \u003c/span>\u003ca href=\"https://www.kqed.org/science/1936465/turret-spiders-launch-sneak-attacks-from-tiny-towers\">\u003cspan style=\"font-weight: 400;\">“Turret Spiders”\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> episode, used in an earlier \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">research study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, was used to test this disgust sensitivity hypothesis. To conduct the earlier study altered titles were created — ones that were more disgusting and ones that were less disgusting than the original title —- to compare which titles were preferred by women. For the FB study, we used the A/B testing function on the Facebook advertising tool using these altered titles with the goal to drive page views to the Turret Spider episode. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The original and altered titles were as follows:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For this Facebook study, we hypothesized that fewer women would click through to the episode with the most disgusting title compared to men. That is, the results rate for women would be lower than the results rate for men. Furthermore, we predicted that more women would click through to the site who saw the least disgusting title than those who saw the most disgusting title. \u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, people were most engaged with the Original Title (Turret Spiders Launch Sneak Attacks From Tiny Towers). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by women from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The Result Rate Difference is calculated by the following formula: \u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Least Disgusting Result Rate \u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">OR\u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Most Disgusting Result Rate\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for table of the Result Rates among our women audiences: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16733\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16733\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png\" alt=\"\" width=\"800\" height=\"291\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-160x58.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-768x280.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table.png 906w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates among our women audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by men, from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for a table of Result Rates for our Men audiences:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16734\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16734\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png\" alt=\"Result Rates for our Men audiences\" width=\"800\" height=\"312\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-160x62.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-768x300.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table.png 902w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates for our Men audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for women:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women showed more approval for the “Least Disgusting Title” episode, and had less disgust reaction based on their comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title elicited more disgust among women as evidenced by their comments (“Creepy!” “Gross!” “Ew ...”)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” also generated some disgust reaction, but less than the most disgusting titles (“\u003c/span>\u003cspan style=\"font-weight: 400;\">Yuck, creepy” “Ok that's creepy\u003c/span>\u003cspan style=\"font-weight: 400;\">” “\u003c/span>\u003cspan style=\"font-weight: 400;\">Ugly little critters! Yuck!”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">There was some humor in the comments: \u003c/span>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Turret Spiders Literally Suck the Life Out of Their Liquefied Prey → \"so much like human toddlers.\" \u003c/span>\u003c/li>\n\u003c/ol>\n\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for men:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">For the “Least Disgusting” title: there was not a lot of disgust reaction with comments like \"just squish it … squash that thing!\" \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title didn’t show a lot of disgust reaction from men. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” didn’t generate a lot of comments even though it generated better engagements.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for screenshots of the conditions in this Facebook ad experiment. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16735\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16735\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png\" alt=\"Facebook Ad Screenshots for the “Disgust Sensitivity” test\" width=\"800\" height=\"345\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-1020x440.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-160x69.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-768x331.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot.png 1030w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Disgust Sensitivity” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>\u003ci>Stereotype threat: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Question: Will including an image of a woman in the thumbnail of our Deep Look episodes encourage more women to click on the link? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Drawing on the research findings from previous studies, having female role models — formal or informal — in STEM fields has been shown to reduce \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view\">\u003cspan style=\"font-weight: 400;\">stereotype threat impacts\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. Stereotype threat is defined as a perceived negative stereotype being reinforced by a particular group (\u003c/span>\u003ca href=\"https://www.sciencedirect.com/science/article/abs/pii/S0022103198913737?via%3Dihub\">\u003cspan style=\"font-weight: 400;\">Spencer et al., 1999\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">). For example, there is a longstanding stereotype regarding women and math ability, with some literature finding that this negative stereotype can influence performance of women in standardized testing scenarios. This makes us think: Do women feel like our science videos aren’t FOR them? Even though \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">an earlier CTC study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> did not find conclusive evidence that having a woman represented in YouTube thumbnails encourages more women to click on an episode, we decided to run a similar test on Facebook to test this hypothesis again. Note that this study used different images than the previous CTC study.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Stereotype Threat: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this experiment, we wanted to be sure to use an episode of Deep Look that featured a female figure. And since the coronavirus was the topic on people’s minds at the time, we decided to test with Deep Look’s coronavirus episode titled “\u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=aWw_6NyKTVwv\">\u003cspan style=\"font-weight: 400;\">How The Coronavirus Attacks Your Lungs.\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail that included an image of a woman generated more engagements (based on our measurement of metrics explained above). It is important to note that this difference could be due to seeing a person (versus not seeing a person).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for the two conditions of the ad experiment: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16736\" class=\"wp-caption aligncenter\" style=\"max-width: 553px\">\u003cimg class=\"size-full wp-image-16736\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png\" alt=\"Facebook Ad Screenshots for the “Female Lead” test\" width=\"553\" height=\"459\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png 553w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot-160x133.png 160w\" sizes=\"(max-width: 553px) 100vw, 553px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Female Lead” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An analysis of the comments posted on these two ads found that:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Across all audiences, in general, we saw approval for the information in the video.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men, in general, were more inclined to comment about the virus being fake, the ineffectiveness of masks, and distrust in health care workers. Although many counterarguments were listed in the comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women with science and nature interests talked more about masks as a means of protection and encouraged people to wear them.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women, in general, approved and said the video was informative.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cb>\u003ci>Title Alteration: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">After coding and categorizing 100 Deep Look titles by gender and number of views on YouTube, the Texas Tech research team found that certain titles seem to engage women to watch certain episodes more than others (see \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view\">\u003cspan style=\"font-weight: 400;\">CTC Report #4a\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">One of the key findings was health/home and sex/mating titles seemed to be of more interest to women than other titles. For a more in-depth description of what we found in the earlier Deep Look titles research, please go \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For our Facebook test, we used the same research method by testing different titles, targeting different audiences to see if women did indeed prefer health/home and sex/mating-related titles. See a table below of the different titles used in these tests: \u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16737 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles.png 868w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The figure below shows a screenshot of some of our different title tests. Take note that the images for each ad test remained constant. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16738\" class=\"wp-caption aligncenter\" style=\"max-width: 740px\">\u003cimg class=\"size-full wp-image-16738\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png\" alt=\"Screenshot of Facebook Ads for the Deep Look Titles Experiment\" width=\"740\" height=\"473\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png 740w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2-160x102.png 160w\" sizes=\"(max-width: 740px) 100vw, 740px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ads for the Deep Look Titles Experiment\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cimg class=\"size-medium wp-image-16739 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot.png 824w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>\u003ci>Title Alteration: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In general, here are the key takeaways from the Deep Look titles Facebook experiment: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences as described in the “Audiences” section of this post. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men and Women, in general, prefer the original titles, except in the case of the Caddisfly and Porcupine episodes.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men interested in Science and Nature prefer the original titles, except in the case of the Spider, Caddisfly, and Snail episodes. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Overall Key Takeaways: What Did We Learn in General?\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Overall we found these experiments to be very useful in addressing a number of questions that arose during our research. Here’s a refresher list of those key takeaways: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"list-style-type: none;\">\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust Sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Across all audiences, the element of disgust did not really influence engagement for both men and women, and the most popular title was the original one. But the Facebook experiment did show that men were more interested in the “Most Disgusting” titles in comparison to women, who preferred the “Least Disgusting” more than the “Most Disgusting.” \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype Threat: \u003c/i>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail with the woman in it generated more engagements than the image without her.\u003c/span>\u003c/b>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cem>\u003cstrong>Titles\u003c/strong>\u003c/em>: \u003cspan style=\"font-weight: 400;\">In general, across all audiences, a majority preferred the unaltered, original titles that didn’t have the health/home and sex/mating element in the titles. But women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Notes and Reflections: Future Recommendations\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">When conducting these experiments on Facebook using the advertising tool, it is worth noting that Facebook will favor ads that perform better, according to their algorithms. And this makes it harder to control the experimental environment. In order to try to control this, we capped the same amount of money spent for each target audience in the hopes of ensuring that each audience is served the same number of ads (impressions). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Reflecting on the findings and results of these Facebook tests we conducted for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\">, we think that it would be very interesting to execute similar experiments across other social media platforms, see what works for different audiences, and use the findings in our social media distribution plan to maximize engage\u003c/span>\u003cspan style=\"font-weight: 400;\">ment. \u003c/span>\u003cspan style=\"font-weight: 400;\">We also learned that our advertising budget for Deep Look specifically is best served by focusing on the Science and Nature inclined audiences on Facebook.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Using the Facebook advertising tool as a research platform has its limitations, but nonetheless, it does provide opportunities for social media producers to experiment with and test different content strategically to target and engage specific audiences. \u003c/span>\u003c/p>\n\u003cp>\u003cstrong>Result Charts\u003c/strong>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The following charts show the Result Rate Differences for the Stereotype Threat and Disgust Sensitivity tests. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16740\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16740\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png\" alt=\"Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\" width=\"800\" height=\"501\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-160x100.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-768x481.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1.png 823w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16741\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16741\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png\" alt=\"Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"385\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-160x77.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-768x369.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2.png 836w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16742\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-full wp-image-16742\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png\" alt=\"Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"497\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-160x99.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-768x477.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003c/div>\u003c/p>",
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"content": "\u003cp>\u003cstrong>Background and Overview\u003c/strong>\u003c/p>\n\u003cp>Mask-wearing for the prevention of COVID-19 became very political very quickly, especially during the earlier months of the pandemic. In addition to the massive amount of \u003ca href=\"https://www.kqed.org/about/16015/covid-19-misinformation\">misinformation being spread via Twitter\u003c/a> about masks and many other topics, it’s not surprising that communicating the importance of masks became a challenge for science communicators around the world.\u003c/p>\n\u003cp>Science communication became very vital in the fight against this pandemic and motivated researchers at Eckerd College and Texas Tech University to understand people’s perception of masks through consensus messaging, which is essentially telling people that scientists are generally in agreement that something is true, and informative images, or, “infographics.” In summary, the results of the study found that:\u003c/p>\n\u003cul>\n\u003cli>Presenting participants with a consensus message such as “There is strong scientific consensus that COVID-10 poses significantly more risk to human health than the flu …” did not significantly influence their beliefs.\u003c/li>\n\u003cli>The presence of an infographic depicting how masks help to prevent the spread of COVID-19 did, in some circumstances, influence participants’ beliefs.\u003c/li>\n\u003cli>Political party affiliation was the strongest predictor of participants’ beliefs about COVID-19 risks, mask-wearing, and policy support.\u003c/li>\n\u003c/ul>\n\u003cp>For more about that study, \u003ca href=\"https://www.kqed.org/about/16011/mask-messaging-for-covid19\">read along here\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>Facebook Testing\u003c/strong>\u003c/p>\n\u003cp>Related to this research and communicating the importance of mask-wearing to the public, our KQED Science Engagement team set out to test different formats of media with the same mask message used in the survey conducted by Texas Tech University. We were interested in learning which images -- videos, graphics or GIFs -- worked best in our Facebook posts to inform our future Facebook content creation strategies. We did this with the help of our digital marketing consultants, DeltaV Digital. DeltaV Digital worked with us to strategize, execute, and share findings for this Facebook test.\u003c/p>\n\u003cp>\u003cstrong>Methods\u003c/strong>\u003c/p>\n\u003cp>Our target audience included men and women age 18-65+ in the U.S.\u003c/p>\n\u003cp>We used three different formats for our mask-wearing audience to test: video, images and GIFs. Below are screenshots of the different media formats:\u003c/p>\n\u003cp>\u003cstrong>\u003cem>Images:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-full wp-image-16706\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid.png\" alt=\"\" width=\"705\" height=\"570\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid.png 705w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid-160x129.png 160w\" sizes=\"(max-width: 705px) 100vw, 705px\" />\u003cstrong> \u003c/strong>\u003c/p>\n\u003cp>\u003cstrong>\u003cem>GIFs:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16707\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid.png\" alt=\"\" width=\"635\" height=\"544\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid.png 635w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid-160x137.png 160w\" sizes=\"(max-width: 635px) 100vw, 635px\" />\u003c/p>\n\u003cp>\u003cstrong>\u003cem>Videos:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16703\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/5.png\" alt=\"\" width=\"607\" height=\"426\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/5.png 607w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/5-160x112.png 160w\" sizes=\"(max-width: 607px) 100vw, 607px\" />\u003c/p>\n\u003cp>\u003cstrong>Learnings & Findings\u003c/strong>\u003c/p>\n\u003cp>Across all target audiences, the engagement rate for the videos performed best above all other formats followed by GIFs, and then images. As age increased, engagement for all the media formats increased as well. This is not surprising as the most engaged audiences on our KQED Science Facebook page tend to fall within the older demographics, ages 55-65+. In the comments section of these posts, men were more insulting and severe in their opinions, and women tended to share more data, charts and sources, backing their opinions with evidence.\u003c/p>\n\u003cp>In general, DeltaV Digital found that older women were the highest among the groups to engage, react, and view the landing page than any other demographic group.\u003c/p>\n\u003cp>These are a few of the recommendations they had presented to us:\u003c/p>\n\u003cul>\n\u003cli>Using sound-off media works as well as (or even better) across all target audiences.\u003c/li>\n\u003cli>Videos are very effective tools for engagement purposes. However, keep in mind that Facebook is a sound-off environment, using more text in Facebook videos will improve overall engagement in the future.\u003c/li>\n\u003cli>Images don’t perform as well as the GIF and videos in this experiment.\u003c/li>\n\u003c/ul>\n\u003cp>For more information, please review the presentation prepared by \u003ca href=\"https://www.deltavdigital.com/\">DeltaV Digital\u003c/a>:\u003c/p>\n\u003cp>[googleapps domain=\"docs\" dir=\"presentation/d/e/2PACX-1vS_4AGUPLGscZo5yVB9juxYm919ejdT4049xk8lA7IQbaQdf5eA5wsufZaOFfL-N-L1DLbdh9z_XTbK/embed\" query=\"start=false&loop=false&delayms=3000\" width=\"960\" height=\"569\" /]\u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cstrong>Background and Overview\u003c/strong>\u003c/p>\n\u003cp>Mask-wearing for the prevention of COVID-19 became very political very quickly, especially during the earlier months of the pandemic. In addition to the massive amount of \u003ca href=\"https://www.kqed.org/about/16015/covid-19-misinformation\">misinformation being spread via Twitter\u003c/a> about masks and many other topics, it’s not surprising that communicating the importance of masks became a challenge for science communicators around the world.\u003c/p>\n\u003cp>Science communication became very vital in the fight against this pandemic and motivated researchers at Eckerd College and Texas Tech University to understand people’s perception of masks through consensus messaging, which is essentially telling people that scientists are generally in agreement that something is true, and informative images, or, “infographics.” In summary, the results of the study found that:\u003c/p>\n\u003cul>\n\u003cli>Presenting participants with a consensus message such as “There is strong scientific consensus that COVID-10 poses significantly more risk to human health than the flu …” did not significantly influence their beliefs.\u003c/li>\n\u003cli>The presence of an infographic depicting how masks help to prevent the spread of COVID-19 did, in some circumstances, influence participants’ beliefs.\u003c/li>\n\u003cli>Political party affiliation was the strongest predictor of participants’ beliefs about COVID-19 risks, mask-wearing, and policy support.\u003c/li>\n\u003c/ul>\n\u003cp>For more about that study, \u003ca href=\"https://www.kqed.org/about/16011/mask-messaging-for-covid19\">read along here\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>Facebook Testing\u003c/strong>\u003c/p>\n\u003cp>Related to this research and communicating the importance of mask-wearing to the public, our KQED Science Engagement team set out to test different formats of media with the same mask message used in the survey conducted by Texas Tech University. We were interested in learning which images -- videos, graphics or GIFs -- worked best in our Facebook posts to inform our future Facebook content creation strategies. We did this with the help of our digital marketing consultants, DeltaV Digital. DeltaV Digital worked with us to strategize, execute, and share findings for this Facebook test.\u003c/p>\n\u003cp>\u003cstrong>Methods\u003c/strong>\u003c/p>\n\u003cp>Our target audience included men and women age 18-65+ in the U.S.\u003c/p>\n\u003cp>We used three different formats for our mask-wearing audience to test: video, images and GIFs. Below are screenshots of the different media formats:\u003c/p>\n\u003cp>\u003cstrong>\u003cem>Images:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-full wp-image-16706\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid.png\" alt=\"\" width=\"705\" height=\"570\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid.png 705w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/images-rapid-160x129.png 160w\" sizes=\"(max-width: 705px) 100vw, 705px\" />\u003cstrong> \u003c/strong>\u003c/p>\n\u003cp>\u003cstrong>\u003cem>GIFs:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16707\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid.png\" alt=\"\" width=\"635\" height=\"544\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid.png 635w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/gifs-rapid-160x137.png 160w\" sizes=\"(max-width: 635px) 100vw, 635px\" />\u003c/p>\n\u003cp>\u003cstrong>\u003cem>Videos:\u003c/em>\u003c/strong>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16703\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/5.png\" alt=\"\" width=\"607\" height=\"426\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/5.png 607w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/5-160x112.png 160w\" sizes=\"(max-width: 607px) 100vw, 607px\" />\u003c/p>\n\u003cp>\u003cstrong>Learnings & Findings\u003c/strong>\u003c/p>\n\u003cp>Across all target audiences, the engagement rate for the videos performed best above all other formats followed by GIFs, and then images. As age increased, engagement for all the media formats increased as well. This is not surprising as the most engaged audiences on our KQED Science Facebook page tend to fall within the older demographics, ages 55-65+. In the comments section of these posts, men were more insulting and severe in their opinions, and women tended to share more data, charts and sources, backing their opinions with evidence.\u003c/p>\n\u003cp>In general, DeltaV Digital found that older women were the highest among the groups to engage, react, and view the landing page than any other demographic group.\u003c/p>\n\u003cp>These are a few of the recommendations they had presented to us:\u003c/p>\n\u003cul>\n\u003cli>Using sound-off media works as well as (or even better) across all target audiences.\u003c/li>\n\u003cli>Videos are very effective tools for engagement purposes. 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"title": "COVID-19 Misinformation On Twitter During The Pandemic",
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"content": "\u003cp>\u003cspan style=\"font-weight: 400\">We’ve read about how everyday people are \u003c/span>\u003ca href=\"https://www.kqed.org/science/1972169/why-so-many-people-believe-trump-really-won-the-election\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">susceptible to conspiracy theories\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and how a demonstrably false idea like the \u003c/span>\u003ca href=\"https://www.kqed.org/science/1951190/flat-earth-believers-actually-love-science-they-just-like-conspiracies-more\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">Earth being flat can gain traction\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Specific reasons for why people believe what they believe are still a mystery, but it’s clear that false beliefs can be driven by the kind of overload of information that occurred during the coronavirus pandemic.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Around 7 in 10 Americans use social media for entertainment, connection with others, finding news, and sharing personal stories and information, \u003c/span>\u003ca href=\"https://www.pewresearch.org/internet/fact-sheet/social-media/\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">according to Pew research\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Although social media platforms have taken measures to limit the amount of incorrect information published on their platforms, an “infodemic” of erroneous COVID-19 information has made social media a major spreader of misinformation about the virus.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the early months of the pandemic, the KQED Science team and researchers at Texas Tech University wanted to better understand major misinformation narratives related to COVID-19 discussed online in the San Francisco Bay Area, and how they compared to the United States as a whole. We were specifically interested in sentiment around the vaccine and whether gaps in knowledge existed that could be addressed in KQED content creation.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Social Media Research Method\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">One key analysis we undertook concerned the conversation on social media, mainly Twitter, around COVID. KQED worked with the researchers and analysts at social media listening platform Brandwatch to answer five main questions: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the volume of conversation among different audiences over time and on different online platforms around specific key narratives?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What are the engagement metrics of news articles on COVID-19 disinformation narratives?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What are the volumes of mentions per narrative in the San Francisco Bay Area versus the entire U.S.?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the total reach/impressions of narratives in San Francisco versus the U.S.? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the sentiment expressed toward vaccines?\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">To find the answers, we captured Twitter conversations in both the San Francisco Bay Area and the U.S. between March 1 and Oct. 20, 2020. In the initial stages of this research, Brandwatch identified the top 10 misinformation topics around COVID-19. These falsehoods included:\u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The pandemic was caused by 5G technology.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Drinking bleach, methanol, or ethanol could cure COVID, posited after former President Donald Trump \u003c/span>\u003ca href=\"https://www.politifact.com/article/2020/apr/24/context-what-donald-trump-said-about-disinfectant-/\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">suggested\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> that injecting a disinfectant into people’s bodies might eradicate the virus.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The pandemic is a hoax.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The virus was created in a lab, as seen in the conspiracy theory film “Plandemic,” a possibility that was dismissed by most scientists at the time but is \u003c/span>\u003ca href=\"https://www.cnbc.com/2021/05/26/biden-orders-us-intelligence-to-intensify-investigation-into-covid-19-origins.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">now being considered by U.S. intelligence agencies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Wearing face masks can cause carbon dioxide poisoning.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">COVID-19 is only as dangerous as the seasonal flu.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Tracking devices were added to the vaccine.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The virus originated in “bat soup.”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Packages from overseas can spread the virus.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Garlic and other foods can help kill the virus.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">From these, our KQED Science team narrowed down the list to focus on misinformation about masks, vaccines, virus origins, and comparisons between the coronavirus and the flu. \u003c/span>\u003c/p>\n\u003ch5>\u003cb>Demographics\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">Overall COVID-19 discussion on Twitter was 40% female and 60% male within the San Francisco Bay Area. In comparison, the national average was 5% higher for females and 5% lower for males. Twitter derives demographic information from users that self-identify in their Twitter bios. From this information, Twitter can also determine professions and interests. The top professions engaging in San Francisco Bay Area COVID conversations were executives, scientists/researchers, and teachers/professors. Top interests were business, technology, and family and parenting. The conversations drew many expert voices, most of whom attempted to dispel myths and raise awareness around scientific facts.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16038\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-800x366.png\" alt=\"COVID-19 Conversations on Twitter\" width=\"800\" height=\"366\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-800x366.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-1020x466.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-160x73.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-768x351.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image.png 1337w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003ch5>\u003cb>Key Findings\u003c/b>\u003c/h5>\n\u003cp>\u003cstrong>Hydroxychloroquine\u003c/strong>\u003cspan style=\"font-weight: 400\"> was the topic that sparked the most misinformation spread online (nearly 19,000 posts locally) and was one of the more politicized subjects. Most of the misinformed conversation was fueled by President Trump, who advocated for the drug to be used for COVID-19 recovery, contrary to scientific evidence. Debate between health care professionals also occurred online, with varying opinions about the drug’s efficacy for the virus’s treatment. Harvey Risch, an epidemiology professor at Yale University, penned an opinion piece in Newsweek in July 2020 advocating for the drug’s use in treatment, fueling the online debate.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Like hydroxychloroquine, \u003c/span>\u003cb>ingesting bleach\u003c/b>\u003cspan style=\"font-weight: 400\"> or other household detergents became a conversation after Trump suggested injecting disinfectants as a potential cure at an April 2020 White House press conference. The conversation around this topic mostly involved voices urging the public not to take Trump’s idea seriously. Critics shared the dangerous consequences for anyone who did so and also posted news articles from around the country citing incidents of Americans actually ingesting bleach and other cleansers.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">COVID-19’s \u003c/span>\u003cb>similarities to the influenza virus \u003c/b>\u003cspan style=\"font-weight: 400\">also stirred controversy online and fueled misinformation (nearly 2,000 posts locally). Those who were skeptical about the seriousness of the coronavirus compared death rates and other data points with those for the flu as evidence that the two viruses were similar. They also pointed to Ebola virus and swine flu outbreaks, which eventually dissipated. Experts also entered the discussion to raise awareness of why the novel coronavirus couldn’t be compared to other viruses, citing different symptoms, infection rates and transmission paths.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The virus's bat-related \u003c/span>\u003cb>origins, \u003c/b>\u003cspan style=\"font-weight: 400\">specifically the idea that transmission to humans had occurred through “bat soup,” was the topic that involved the most conspiracy theories, sparking racially insensitive discussions and misinformation. The main conspiracy theory shared was that an employee from the Wuhan lab spread the virus to a nearby animal market. Asian culture, cuisine, and general health were questioned and criticized as a result. Multiple experts and advocates entered the discussion to try to address the racism and dispel the myths. Scientists also shared the dangers of this narrative’s rhetoric by using examples from the past, as occurred during the Spanish flu pandemic and West Nile virus outbreaks.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Finally, misinformation around \u003c/span>\u003cb>mask exemption cards \u003c/b>\u003cspan style=\"font-weight: 400\">became a topic of heated debate. Multiple experts and advocates were quick to debunk fake mask exemption cards after various news sources highlighted cards that were unofficial. Per the cards’ instructions, which had no legal weight, cardholders could forgo wearing a mask for health or other personal reasons in stores and other public areas. Those that disseminated the misinformation often shared that only sick people needed to wear masks to prevent the spread of COVID. Conspiracy theorists also shared misinformation that face masks were ineffective. Dr. Anthony Fauci was the person mentioned most frequently within this topic, and he was often criticized for stating at the beginning of the pandemic that the public didn’t need to wear masks.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Vaccine sentiment\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">Just over 8% of the Bay Area vaccine discussion was positive in sentiment, the same as the national average, before the vaccine were in use. However, San Francisco’s negative discussion about a COVID-19 vaccine was less than the nation’s (23% in San Francisco, 31% for the U.S.). When looking at specific emotions, conspiracy theories and other misinformation about vaccines drove a lot of “sad” and “disgust” perceptions among San Francisco residents, with most sharing their disapproval of misinformation being shared. However, it also drove expressions of “joy” in higher numbers than the nation as a whole. These residents were mostly hopeful that a vaccine would help end the pandemic. Sentiment is based upon emotive language used within the post and is detected by automatic keyword-based searches.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Reflections\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">The sheer number of conversations disseminating misinformation about the virus in 2020 was disheartening but not surprising. It’s refreshing, at least, to see some on Twitter come together to help dispel myths that emerged. This “infodemic” on social media makes it even more important for news organizations to report evidence-based information during a health crisis. We continue to be motivated and inspired to create content that is informative, accurate, timely, and reliable in order to fill knowledge gaps in our communities about the virus. \u003c/span>\u003c/p>\n\u003cp>You can read the full report \u003ca href=\"https://drive.google.com/file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/view\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>\u003cimg class=\"alignleft wp-image-16044 \" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"446\" height=\"94\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"(max-width: 446px) 100vw, 446px\" />\u003c/p>\n\u003cp> \u003c/p>\n\u003cp> \u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For more KQED coverage on the coronavirus, \u003c/span>\u003ca href=\"https://www.kqed.org/coronavirus\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">see here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cspan style=\"font-weight: 400\">We’ve read about how everyday people are \u003c/span>\u003ca href=\"https://www.kqed.org/science/1972169/why-so-many-people-believe-trump-really-won-the-election\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">susceptible to conspiracy theories\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and how a demonstrably false idea like the \u003c/span>\u003ca href=\"https://www.kqed.org/science/1951190/flat-earth-believers-actually-love-science-they-just-like-conspiracies-more\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">Earth being flat can gain traction\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Specific reasons for why people believe what they believe are still a mystery, but it’s clear that false beliefs can be driven by the kind of overload of information that occurred during the coronavirus pandemic.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Around 7 in 10 Americans use social media for entertainment, connection with others, finding news, and sharing personal stories and information, \u003c/span>\u003ca href=\"https://www.pewresearch.org/internet/fact-sheet/social-media/\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">according to Pew research\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. Although social media platforms have taken measures to limit the amount of incorrect information published on their platforms, an “infodemic” of erroneous COVID-19 information has made social media a major spreader of misinformation about the virus.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the early months of the pandemic, the KQED Science team and researchers at Texas Tech University wanted to better understand major misinformation narratives related to COVID-19 discussed online in the San Francisco Bay Area, and how they compared to the United States as a whole. We were specifically interested in sentiment around the vaccine and whether gaps in knowledge existed that could be addressed in KQED content creation.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Social Media Research Method\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">One key analysis we undertook concerned the conversation on social media, mainly Twitter, around COVID. KQED worked with the researchers and analysts at social media listening platform Brandwatch to answer five main questions: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the volume of conversation among different audiences over time and on different online platforms around specific key narratives?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What are the engagement metrics of news articles on COVID-19 disinformation narratives?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What are the volumes of mentions per narrative in the San Francisco Bay Area versus the entire U.S.?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the total reach/impressions of narratives in San Francisco versus the U.S.? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">What is the sentiment expressed toward vaccines?\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">To find the answers, we captured Twitter conversations in both the San Francisco Bay Area and the U.S. between March 1 and Oct. 20, 2020. In the initial stages of this research, Brandwatch identified the top 10 misinformation topics around COVID-19. These falsehoods included:\u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The pandemic was caused by 5G technology.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Drinking bleach, methanol, or ethanol could cure COVID, posited after former President Donald Trump \u003c/span>\u003ca href=\"https://www.politifact.com/article/2020/apr/24/context-what-donald-trump-said-about-disinfectant-/\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">suggested\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> that injecting a disinfectant into people’s bodies might eradicate the virus.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The pandemic is a hoax.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The virus was created in a lab, as seen in the conspiracy theory film “Plandemic,” a possibility that was dismissed by most scientists at the time but is \u003c/span>\u003ca href=\"https://www.cnbc.com/2021/05/26/biden-orders-us-intelligence-to-intensify-investigation-into-covid-19-origins.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">now being considered by U.S. intelligence agencies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Wearing face masks can cause carbon dioxide poisoning.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">COVID-19 is only as dangerous as the seasonal flu.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Tracking devices were added to the vaccine.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">The virus originated in “bat soup.”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Packages from overseas can spread the virus.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Garlic and other foods can help kill the virus.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">From these, our KQED Science team narrowed down the list to focus on misinformation about masks, vaccines, virus origins, and comparisons between the coronavirus and the flu. \u003c/span>\u003c/p>\n\u003ch5>\u003cb>Demographics\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">Overall COVID-19 discussion on Twitter was 40% female and 60% male within the San Francisco Bay Area. In comparison, the national average was 5% higher for females and 5% lower for males. Twitter derives demographic information from users that self-identify in their Twitter bios. From this information, Twitter can also determine professions and interests. The top professions engaging in San Francisco Bay Area COVID conversations were executives, scientists/researchers, and teachers/professors. Top interests were business, technology, and family and parenting. The conversations drew many expert voices, most of whom attempted to dispel myths and raise awareness around scientific facts.\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone size-medium wp-image-16038\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-800x366.png\" alt=\"COVID-19 Conversations on Twitter\" width=\"800\" height=\"366\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-800x366.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-1020x466.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-160x73.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image-768x351.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/demographic-image.png 1337w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003ch5>\u003cb>Key Findings\u003c/b>\u003c/h5>\n\u003cp>\u003cstrong>Hydroxychloroquine\u003c/strong>\u003cspan style=\"font-weight: 400\"> was the topic that sparked the most misinformation spread online (nearly 19,000 posts locally) and was one of the more politicized subjects. Most of the misinformed conversation was fueled by President Trump, who advocated for the drug to be used for COVID-19 recovery, contrary to scientific evidence. Debate between health care professionals also occurred online, with varying opinions about the drug’s efficacy for the virus’s treatment. Harvey Risch, an epidemiology professor at Yale University, penned an opinion piece in Newsweek in July 2020 advocating for the drug’s use in treatment, fueling the online debate.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Like hydroxychloroquine, \u003c/span>\u003cb>ingesting bleach\u003c/b>\u003cspan style=\"font-weight: 400\"> or other household detergents became a conversation after Trump suggested injecting disinfectants as a potential cure at an April 2020 White House press conference. The conversation around this topic mostly involved voices urging the public not to take Trump’s idea seriously. Critics shared the dangerous consequences for anyone who did so and also posted news articles from around the country citing incidents of Americans actually ingesting bleach and other cleansers.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">COVID-19’s \u003c/span>\u003cb>similarities to the influenza virus \u003c/b>\u003cspan style=\"font-weight: 400\">also stirred controversy online and fueled misinformation (nearly 2,000 posts locally). Those who were skeptical about the seriousness of the coronavirus compared death rates and other data points with those for the flu as evidence that the two viruses were similar. They also pointed to Ebola virus and swine flu outbreaks, which eventually dissipated. Experts also entered the discussion to raise awareness of why the novel coronavirus couldn’t be compared to other viruses, citing different symptoms, infection rates and transmission paths.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The virus's bat-related \u003c/span>\u003cb>origins, \u003c/b>\u003cspan style=\"font-weight: 400\">specifically the idea that transmission to humans had occurred through “bat soup,” was the topic that involved the most conspiracy theories, sparking racially insensitive discussions and misinformation. The main conspiracy theory shared was that an employee from the Wuhan lab spread the virus to a nearby animal market. Asian culture, cuisine, and general health were questioned and criticized as a result. Multiple experts and advocates entered the discussion to try to address the racism and dispel the myths. Scientists also shared the dangers of this narrative’s rhetoric by using examples from the past, as occurred during the Spanish flu pandemic and West Nile virus outbreaks.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Finally, misinformation around \u003c/span>\u003cb>mask exemption cards \u003c/b>\u003cspan style=\"font-weight: 400\">became a topic of heated debate. Multiple experts and advocates were quick to debunk fake mask exemption cards after various news sources highlighted cards that were unofficial. Per the cards’ instructions, which had no legal weight, cardholders could forgo wearing a mask for health or other personal reasons in stores and other public areas. Those that disseminated the misinformation often shared that only sick people needed to wear masks to prevent the spread of COVID. Conspiracy theorists also shared misinformation that face masks were ineffective. Dr. Anthony Fauci was the person mentioned most frequently within this topic, and he was often criticized for stating at the beginning of the pandemic that the public didn’t need to wear masks.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Vaccine sentiment\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">Just over 8% of the Bay Area vaccine discussion was positive in sentiment, the same as the national average, before the vaccine were in use. However, San Francisco’s negative discussion about a COVID-19 vaccine was less than the nation’s (23% in San Francisco, 31% for the U.S.). When looking at specific emotions, conspiracy theories and other misinformation about vaccines drove a lot of “sad” and “disgust” perceptions among San Francisco residents, with most sharing their disapproval of misinformation being shared. However, it also drove expressions of “joy” in higher numbers than the nation as a whole. These residents were mostly hopeful that a vaccine would help end the pandemic. Sentiment is based upon emotive language used within the post and is detected by automatic keyword-based searches.\u003c/span>\u003c/p>\n\u003ch5>\u003cb>Reflections\u003c/b>\u003c/h5>\n\u003cp>\u003cspan style=\"font-weight: 400\">The sheer number of conversations disseminating misinformation about the virus in 2020 was disheartening but not surprising. It’s refreshing, at least, to see some on Twitter come together to help dispel myths that emerged. This “infodemic” on social media makes it even more important for news organizations to report evidence-based information during a health crisis. We continue to be motivated and inspired to create content that is informative, accurate, timely, and reliable in order to fill knowledge gaps in our communities about the virus. \u003c/span>\u003c/p>\n\u003cp>You can read the full report \u003ca href=\"https://drive.google.com/file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/view\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/preview?embedded=true'\n title='https://drive.google.com/file/d/1MjYL3Z2nr03_lnIVx6fVB7W1NGD0MYbi/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg class=\"alignleft wp-image-16044 \" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png\" alt=\"\" width=\"446\" height=\"94\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-800x169.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-1020x215.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-160x34.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714-768x162.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/07/kqed-nsf-ttu-only-logo-e1627668398714.png 1133w\" sizes=\"(max-width: 446px) 100vw, 446px\" />\u003c/p>\n\u003cp> \u003c/p>\n\u003cp> \u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">For more KQED coverage on the coronavirus, \u003c/span>\u003ca href=\"https://www.kqed.org/coronavirus\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">see here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003c/div>\u003c/p>",
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"info": "Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. Together in Possible, Hoffman and Finger lead enlightening discussions about building a brighter collective future. The show features interviews with visionary guests like Trevor Noah, Sam Altman and Janette Sadik-Khan. Possible paints an optimistic portrait of the world we can create through science, policy, business, art and our shared humanity. It asks: What if everything goes right for once? How can we get there? Each episode also includes a short fiction story generated by advanced AI GPT-4, serving as a thought-provoking springboard to speculate how humanity could leverage technology for good.",
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"info": "The Snap Judgment radio show and podcast mixes real stories with killer beats to produce cinematic, dramatic radio. Snap's musical brand of storytelling dares listeners to see the world through the eyes of another. This is storytelling... with a BEAT!! Snap first aired on public radio stations nationwide in July 2010. Today, Snap Judgment airs on over 450 public radio stations and is brought to the airwaves by KQED & PRX.",
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"soldout": {
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"title": "SOLD OUT: Rethinking Housing in America",
"tagline": "A new future for housing",
"info": "Sold Out: Rethinking Housing in America",
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"tvWeeklyScheduleReducer": {},
"tvPrimetimeScheduleReducer": {},
"tvMonthlyScheduleReducer": {},
"userAccountReducer": {
"user": {
"email": null,
"emailStatus": "EMAIL_UNVALIDATED",
"loggedStatus": "LOGGED_OUT",
"loggingChecked": false,
"articles": [],
"firstName": null,
"lastName": null,
"phoneNumber": null,
"fetchingMembership": false,
"membershipError": false,
"memberships": [
{
"id": null,
"startDate": null,
"firstName": null,
"lastName": null,
"familyNumber": null,
"memberNumber": null,
"memberSince": null,
"expirationDate": null,
"pfsEligible": false,
"isSustaining": false,
"membershipLevel": "Prospect",
"membershipStatus": "Non Member",
"lastGiftDate": null,
"renewalDate": null,
"lastDonationAmount": null
}
]
},
"authModal": {
"isOpen": false,
"view": "LANDING_VIEW"
},
"error": null
},
"youthMediaReducer": {},
"checkPleaseReducer": {
"filterData": {},
"restaurantData": []
},
"location": {
"pathname": "/about/tag/socialmedia",
"previousPathname": "/"
}
}
