Burgess Jacqueline D, Kimble Roy M, Watt Kerrianne, Cameron Cate M
Centre for Children's Burns and Trauma Research, University of Queensland, South Brisbane, Australia.
Wound Management Innovation Cooperative Research Centre, Brisbane, Australia.
JMIR Res Protoc. 2017 Oct 24;6(10):e200. doi: 10.2196/resprot.8189.
Using social media to recruit specific populations for research studies is gaining popularity. Given that mothers of young children are the most active on social media, and young children are the most at risk of preventable burn injuries, social media was used to recruit mothers of young children to a burn prevention intervention.
The aim of this paper was to describe the social media recruitment methods used to enroll mothers of young children to the app-based burn prevention intervention Cool Runnings.
Participants were recruited via paid Facebook and Instagram advertisements to a 2-group, parallel, single-blinded, randomized controlled trial (RCT). The advertisements were targeted at women 18 years and older, living in Queensland, Australia, with at least 1 child aged 5 to 12 months at the time of recruitment.
Over the 30-day recruitment period from January to February 2016, Facebook and Instagram advertisements reached 65,268 people, generating 2573 link clicks, 1161 app downloads, and 498 enrolled participants to the Cool Runnings RCT. The cost per enrolled participant was Aus $13.08. Saturdays were the most effective day of the week for advertising results. The most popular time of day for enrolments was between 5 to 11 PM. This recruitment strategy campaign resulted in a broad reach of participants from regional, rural, and remote Queensland. Participants were representative of the population in regard to age and education levels.
To our knowledge, this is the first use of social media recruitment for an injury prevention campaign. This recruitment method resulted in the rapid and cost-effective recruitment of participants with social, geographic, and economic diversity that were largely representative of the population.
利用社交媒体招募特定人群参与研究正变得越来越普遍。鉴于幼儿母亲是社交媒体上最活跃的群体，且幼儿是最易遭受可预防烧伤的高危人群，因此利用社交媒体招募幼儿母亲参与烧伤预防干预项目。
本文旨在描述用于招募幼儿母亲参与基于应用程序的烧伤预防干预项目“酷跑”的社交媒体招募方法。
通过在脸书和照片墙投放付费广告，招募参与者参加一项两组平行、单盲随机对照试验（RCT）。广告的目标受众为18岁及以上、居住在澳大利亚昆士兰州、招募时至少有一名5至12个月大孩子的女性。
在2016年1月至2月的30天招募期内，脸书和照片墙广告覆盖了65268人，产生了2573次链接点击、1161次应用下载，并有498名参与者报名参加了“酷跑”RCT。每名登记参与者的成本为13.08澳元。周六是一周中广告效果最佳的日子。报名最活跃的时间段是晚上5点至11点。这种招募策略吸引了来自昆士兰州地区、农村和偏远地区的广泛参与者。参与者在年龄和教育水平方面具有人群代表性。
据我们所知，这是首次将社交媒体招募用于预防伤害活动。这种招募方法快速且经济高效地招募了具有社会、地理和经济多样性且在很大程度上代表总体人群的参与者。
