The document describes a social media intervention called "Itch Me Now" that aims to reduce stress for a college student named Annie by encouraging her to set mindful daily goals. The intervention works by adding Annie as a friend on Facebook and then prompting her to share a goal for the day. It provides feedback and recognition to help her feel satisfied with her efforts. An evaluation found that Annie reported lower stress levels after participating and enjoyed setting goals and getting encouragement from others in the program. The document discusses optimization of the approach and potential applications in other domains like business, health, and senior engagement.

1. Itch Me, Now Social Calming Project via Facebook Amy Jang

2. Targeting Audience Annie is a college student. lives by very busy schedulethroughout the year. constantly stressed out by heavy workload. uses Facebook to procrastinate or to stay social.

3. Pressures to be social. to do well. to find a job.

4. Work is inevitable for Annie.

5. But she can change perspective. “ I need to finish this by tomorrow. ” “ Today I want to work on this. ”

6. stressful rewarding boring meaningful tiring annoying satisfactory proud

7. Itch MeNow Persuasive Purpose: To design a social calming intervention that reduces stress by living a day more mindfully.

8. Approach 1) Become Friend 2) Itch asks for a goal for the day on friend’s wall 3) Itch gives feedback.

9. iterations, iterations Triggers: wall posts.

10. A trigger either works or doesn’t. Phrasing can affect the response rate.

12. “satisfaction” > “goals”

13. “when will bring you satisfaction?” > “what will…”

14. “new day”

16. Feedbacks.

17. feedback 1: Comments What works? Encouragement, cheers through “comment”, “Like” Photo tagged comments Other friends’ encouragement on their posts

18. feedback 2: Progress What works? Calling by name Asking for progress report at night time (! Not bed time) Writing out their posted goal.

19. feedback 3:Itch’s Daily Goal What works? Something calming: suggestive to the friends Something funny: friends will comment and like it Consistent, non-boring.

20. Feedback 4: Day Board What works? Tagging friends who didn’t participate Presenting “rewards” Compiling with their profile pictures and posted goals Grouping goals by categories

21. Response Rate

22. Number of Friends

23. Itch Menow was a very encouraging and positive way that helped me set simpler/smaller daily goals for myself I found that I gain the most 'satisfaction' the moment I write my goal, not after I accomplish the goals. didn't expect tofinish my goal I enjoyed thinking of a goal for the day, making concrete a specific purpose for the day Seeing other people's activity with Itch through the day board and on Itch's wall was really helpful because then I knew other people were participating as well. I liked having a goal, and was satisfied when I completed it, and also liked when my accomplishment was acknowledged. This was sort of like making a promise to everyone. If you don't achieve your goal, it feels like you are letting everyone down. I guess this created an additional incentive for me to achieve my daily goals.

24. Report Level of Positive-Negative Feelings (1:"happy" ~5:"neutral"~10:"stressed out”) Before joining Itch Pilot: 7.0 Before Posting a goal: 7.0 After Posting a goal: 4.67 At the end of the day: 3.33

25. More Insights Facebook is great way to use social connections Easy marketing: not only on news feed, but being on their photos and wall posts is extremely impactful. Friends’ friends also comment on the people Posts shouldn’t be all same each day or each person The figure will lose its identity and perceived as “machine” Higher response rates. Give constructive feedbacks. Feedback is one of the most important feature in the pilot Depending on how good the feedback or how they felt about the pilot, they will continue using it or discontinue forever.

26. Surprises People don’t mind populating their wall. Initial recruiting through friends requests. 54 friend requests accepted and only 4 dropped out so far. 9 requested Itch to be friend (out of 49). 20% of the responses were posted voluntarily before triggers, on day 4 and 5.

27. Limitations People go on facebook at different times “I’m afraid to go on facebook because I don’t want to procrastinate too much” “I go on facebook at night, and by that time, the day was almost over for me to post a goal” Most of the goals tend to be about finishing work Good or bad?

28. Future Applications Business Projects after projects… help employees appreciate their day and work Health Help patients appreciate their day and provide meaning into everyday life. Old Generation Help them get out of routine.

29. If you have any questions about the project or inquiries on how to use facebook for your application, Feel free to contact me :D Amy Jang Email: insunj@stanford.edu Twitter: amyjangcom