Evidence-Based Facebook Recruitment of Study Participants

Traditional methods for research study recruitment such as snail mail lists and posting flyers may fail to reach the tech-savvy participants needed for today's healthcare studies. Word of mouth can be effective for recruiting a few participants but can rarely accomplish the numbers needed for a representative sample. Social media can be a viable avenue to reach increased numbers of sample participants; however, a good understanding of the risks and benefits of using social media is needed before embarking on active recruitment. A recent study developed an evidence-based participant recruitment plan for the use of Facebook. Potential participant misrepresentation was addressed with clear inclusion criteria, no incentives, and open-ended questions. The Facebook ads to recruit study participation targeted licensed nurses who worked in the prior 2-year period living in the United States based on information in Facebook user profiles. A total of 536 participants responded to all questions on the survey at a cost of $1.78 per completed survey. Daily activity and cost for ads were closely monitored and adjusted to maintain cost control. Facebook can be an effective tool for study participant recruitment across all age ranges for completion of online surveys.