Jacqueline L. Bender, Centre for Global eHealth Innovation, University of Toronto and University Health Network, Toronto, Canada Carolina Jimenez Marroquin, Centre for Global eHealth Innovation, University of Toronto and University Health Network, Toronto, Canada Alejandro R. Jadad*, Centre for Global eHealth Innovation, University of Toronto and University Health Network, Toronto, Canada Track: Research Presentation Topic: Building virtual communities and social networking applications for patients and consumers Presentation Type: Oral presentation Submission Type: Single Presentation Building: MaRS Centre, 101 College Street, Toronto, Canada Room: CR2 Date: 2009-09-18 11:00 AM – 12:30 PM Last modified: 2009-08-13

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Background: Breast cancer survivors value practical and experiential information from other survivors, and often go online to seek support to validate unanswered questions and concerns. Social network sites like Facebook present a convenient means to connect with a network of peers in similar circumstances. Unlike previous computer-mediated communication technologies such as email lists and message boards, social network sites are primarily structured around people rather than interests. Most online social network sites are used to maintain pre-existing relationships, as well as to form groups with strangers with similar interests. To date, there are no known published studies that examine the role of Facebook as a source support for people affected by breast cancer.
Objective: The study aimed to characterize the use and function of breast cancer groups on Facebook.
Methods: In November 2008 we conducted a search on Facebook (www.Facebook.com) using the keyword ‘breast cancer’. We restricted our analysis to breast cancer ‘groups’ (pages for individual member profiles, organizations, events and applications were excluded). All eligible group pages were cached for offline analysis. We extracted information on the name, administrator and purpose of the group, as well as the number of members, posts, photos and videos. Using content analysis, we examined the description of group, as well as the discussion and wall posts to identify the function of each group.
Results: In total, 638 breast cancer groups were identified. The groups were created and used to 1) raise funds to support breast cancer research (45%), 2) raise awareness about breast cancer (36%), 3) support an external breast cancer website for fundraising, awareness or political purposes (10%), or 4) provide support to people affected by breast cancer (7%). Analysis of the use statistics (number of members and contributions) for each group is in process.
Conclusions: The majority of breast cancer groups on Facebook have been created for fundraising and awareness purposes. Unlike most other online breast cancer communities, which are used primarily by breast cancer patients and survivors to exchange information and emotional support, Facebook breast cancer groups do not appear to be used primarily for supportive care purposes.