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To illuminate understanding of how social media can be leveraged to glean insights into public health issues such as e-cigarette use, we use a social media analytics and research testbed (SMART) dashboard to observe Twitter messages and follow content about e-cigarettes in different cities across the U.S. Our case studies indicate that the majority of e-cigarette tweets are positive (68%), which represents a potential problem for public health. Stigma plays the most important roles in both confirmed and rejected messages for e-cigarettes. We also noticed that some advocates of ecigarettes might be hybrid human-bot accounts (or multiple users using one account). Our key findings demonstrate the use of the SMART dashboard as a means of public healthrelated belief surveillance, and identification of campaign targets and informational needs of different communities in real-time. Future uses of this tool include monitoring social messages about e-cigarettes for combating the spread of tobacco-related misinformation and disinformation, and detecting and targeting informational needs of communities for intervention.