Key Points: Social support as a treatment approach for smoking cessation and tobacco addiction has been studied and used extensively, primarily in the form of small groups. With the advent of the Internet the formation of more complex social networks becomes possible, consisting of thousands of individuals across stages of change. Such networks use wide variety of communication methods, including instant messaging, web forums, and chat rooms. This session will explore the design, development and characteristics of one of the largest of these support networks (QuitNet), which averages 150,000 participants per month.

Dr. Nathan Cobb will review the application of current social network theory to the development and evaluation of large support communities, including the use of modern social network analysis techniques to identify key players, metrics of cohesion, formation of cliques and determinants of growth and critical mass.

Dr. Lawrence An will examine how utilization of specific website features is related to cessation outcomes. Analysis focuses on the results of an Intensive Follow-up Survey of quitplan.com users (version of QuitNet for MN residents). Utilization of site features was categorized using cluster analysis, and seven-day abstinence rates at 6-months were strongly related to cluster assignment, suggesting that engagement in an online community is associated with greater success in quitting.

Learning Objectives: To demonstrate how social networks impact a successful and sustained quit attempt. Also, to develop a good understanding of the innovative tools described in the session.

Benefits: The audience will be able to apply the knowledge of social networks to their comprehensive tobacco cessation programs.