Ramo Danielle E, Prochaska Judith J
Department of Psychiatry, University of California, San Francisco, San Francisco, CA 94143, USA.
J Med Internet Res. 2012 Feb 23;14(1):e28. doi: 10.2196/jmir.1878.
Studies of tobacco use and other health behaviors have reported great challenges in recruiting young adults. Social media is widely used by young adults in the United States and represents a potentially fast, affordable method of recruiting study participants for survey research.
The present study examined Facebook as a mechanism to reach and survey young adults about tobacco and other substance use.
Participants were cigarette users, age 18-25 years old, living throughout the United States and recruited through Facebook to complete a survey about tobacco and other substance use. Paid advertising using Facebook's Ad program over 13 months from 2010 Feb 28 to 2011 Apr 4 targeted by age (18-25), location (United States or California), language (English), and tobacco- and/or marijuana-related keywords. Facebook approved all ads.
The campaign used 20 ads, which generated 28,683,151 impressions, yielding 14,808 clicks (0.7% of targeted Facebook members), at an overall cost of $6,628.24. The average cost per click on an ad was $0.45. The success of individual ads varied widely. There was a rise in both clicks and impressions as the campaign grew. However, the peak for clicks was 3 months before the peak for ad impressions. Of the 69,937,080 accounts for those age 18-25 in the United States, Facebook estimated that 2.8% (n = 1,980,240) were reached through tobacco and marijuana keywords. Our campaign yielded 5237 signed consents (35.4% of clicks), of which 3093 (59%) met criteria, and 1548 (50% of those who met criteria) completed the survey. The final cost per valid completed survey was $4.28. The majority of completed surveys came from whites (69%) and males (72%). The sample averaged 8.9 cigarettes per day (SD 7.5), 3.8 years of smoking (SD 2.9), with a median of 1 lifetime quit attempts; 48% did not intend to quit smoking in the next 6 months.
Despite wide variety in the success of individual ads and potential concerns about sample representativeness, Facebook was a useful, cost-effective recruitment source for young-adult smokers to complete a survey about the use of tobacco and other substances. The current findings support Facebook as a viable recruitment option for assessment of health behavior in young adults.
关于烟草使用及其他健康行为的研究报告称，招募年轻人面临巨大挑战。社交媒体在美国年轻人中广泛使用，是一种潜在的快速且经济实惠的招募调查研究参与者的方法。
本研究考察了脸书作为一种接触年轻人并就烟草及其他物质使用情况进行调查的机制。
参与者为年龄在18至25岁之间、居住在美国各地的香烟使用者，通过脸书招募他们完成一项关于烟草及其他物质使用的调查。在2010年2月28日至2011年4月4日的13个月期间，使用脸书广告计划进行付费广告投放，目标受众为年龄（18 - 25岁）、地点（美国或加利福尼亚州）、语言（英语）以及与烟草和/或大麻相关的关键词。脸书批准了所有广告。
该活动使用了20则广告，产生了28,683,151次展示量，带来14,808次点击（占目标脸书成员的0.7%），总成本为6,628.24美元。每则广告的平均点击成本为0.45美元。各则广告的成功程度差异很大。随着活动推进，点击量和展示量均有所上升。然而，点击量的峰值比广告展示量的峰值早3个月出现。在美国18至25岁人群的69,937,080个账户中，脸书估计通过烟草和大麻关键词覆盖了2.8%（n = 1,980,240）的人群。我们的活动获得了5237份签署的同意书（占点击量的35.4%），其中3093份（59%）符合标准，1548份（占符合标准者的50%）完成了调查。每份有效完成调查的最终成本为4.28美元。大多数完成调查的人是白人（69%）和男性（72%）。样本平均每天吸8.9支香烟（标准差7.5），吸烟3.8年（标准差2.9），一生中尝试戒烟的中位数为1次；48%的人在未来6个月内不打算戒烟。
尽管各则广告的成功程度差异很大，且对样本代表性存在潜在担忧，但脸书是招募年轻吸烟者完成关于烟草及其他物质使用情况调查的有用且具有成本效益的来源。当前研究结果支持将脸书作为评估年轻人健康行为的可行招募选项。
