Opportunities and challenges represented by online recruitment and enrollment of sexual minority adolescent girls in research
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Opportunities and challenges represented by online recruitment and enrollment of sexual minority adolescent girls in research
- 1. 2017 The Society for the Scientific Study of Sexuality (SSSS) Annual Meeting Atlanta GA, November 10, 2017 3:00-4:00PM Opportunities and challenges represented by online recruitment and enrollment of sexual minority adolescent girls in research Tonya L. Prescott BA Michele L. Ybarra MPH PhD Myeshia Price-Feeney PhD
- 2. Why use Facebook for recruitment? Online recruitment allows you to recruit nationally Facebook continues to be the most popular social networking site for teens.1 FB usage is similar across sex (boy and girls), race, and SES Emerging research suggests that Facebook-recruited samples may be similar to samples recruited through other strategies, and that Facebook is a feasible way to reach sexual minority youth2 * Image copyright facebook.com 1 Madden. “Teens Haven't Abandoned Facebook (Yet)”. http://www.pewinternet.org/2013/08/15/teens- havent-abandoned-facebook-yet/ 2 Capurro D, Cole K, Echavarría MI, Joe J, Neogi T, Turner AM. The use of social networking sites for public
- 3. Example Facebook advertisement Key components of an ad: Ad text Image Headline News feed link description Call to action Ad image and headline are critical as these components are often what capture the user’s attention
- 4. What works? A catchy headline: “You can make a difference!” or “Have your voice heard” performs better than “Take part in research!” or “Join a research study” Make sure the ad text is appealing to the population you’re targeting. For example, rather than just including the name of the study, give a brief description of the project (e.g., “sexual health program sent via text”). Also, sex sells – especially to teens! A salient ad image: In our case, pictures of youth (e.g., a same sex adolescent couple) work better than neutral images (e.g., a picture of a cell phone).
- 5. Types of ads and privacy/safety Placement: “Desktop News Feed” – these ads show up similar to standard posts made by your friends and family on Facebook’s home page/news feed. “Mobile News Feed” – similarly, this will show up like standard posts but will be optimized for mobile. Only people who are accessing Facebook on their phones will see these ads. “Right Column” – these ads will show up on the right side of your news feed on Facebook’s home page. These ads do not display on a mobile device. Consider participant privacy/safety concerns when selecting ad type: Commenting is enabled for all ad types except for “right column”
- 6. ‘How to’ Step 1: Create your objective
- 7. ‘How to’ Step 2: Decide how to target your ads Facebook allows you to efficiently target your ads to reach your population of interest
- 8. Overcoming recruitment challenges Response to ads that were initially performing well can diminish during recruitment To overcome these challenges, what has worked well for us: Update ad images to “freshen up” the ads Turn off ads for a period of time to give ads a “break” Modify ad text - With our population using ‘attraction’ is more effective than ‘identity’ Original ad: “Help test a sexual health program sent by text developed just for LGB+ teens.” Modified ad: “We need teen girls attracted to other girls to test our sexual health program sent by text!”
- 9. Final Tip: Ad monitoring is key Ongoing monitoring of ads is key: Respond to comments, ensure comments are appropriate, and censor if need be Facebook updates ad manager regularly To monitor sample characteristics and update ad targets based on needs Ad performance varies
- 10. Conclusions Facebook, combined with a planful recruitment strategy and close monitoring, can result in a national sample of a hard-to-reach population – we have enrolled over 1,600 sexual minority adolescent girls in the last 3 years for Girl2Girl study activities Monitoring Facebook ads is critical to ensure efficiency of reaching target audience Population and the topic matter. What works with sexual minority teens and sexual health may not work with other populations and/or topics. For more information, please contact Michele Ybarra at michele@innovativepublichealth.org
Editor's Notes
- Good afternoon. I’ve very pleased to be here. My name is Tonya Prescott with CiPHR. Today I’m going to be talking about…
- Now that you have better sense of study and participants, now I want to talk about how we reached them. Given we wanted to capitalize on ubiquity of text which can be delivered across country, we wanted our recruitment strategy to mirror this. Online recruitment presents a novel opportunity to reach and enroll youth participants. This may be especially true for hard-to-reach populations such as sexual minority (lesbian-, gay-, bisexual-, and other non-heterosexually-identified; LGB) youth We choose to use FB because data suggests more it’s most popular site in use. Using the FB ad manager you can advertise on both FB and instagram within the platform Emerging research suggests Facebook is being used for study recruitment, however, significant gaps describing how it’s being using and what’s working and what not exist.
- Here’s an example of ad that works really well…. Picture that resonates. Headline (40 character limit) – The headline of the ad shows up UNDER the image in your ad. Call To Action – The call to action is the button on the bottom-right of your ad. Users will probably either click this, the image, or the title of your study—all direct to the URL this ad is for. Note that while the call to action is optional, I recommend including it because the more places a user can click to be directed to your website, the more engagements/interactions you will get. Text (125 characters)– This Text field will appear at the TOP of your ad. This will probably include basic info about your website/program/study/etc. News Feed Link Description – The news feed link description is an area that calls the least amount of attention, but it also has a higher character limit. So here is probably where you will include less important but perhaps desirable contextual information.
- A brief description that we hypothesize is going to be attention-grabbing for the population. Both are relevant to the study, but an image of youth certainly speaks more to the population.
- Depending on population you’re targeting you may want to prevent the ability to comment, as depending on the users Facebook settings, when they comment on an ad it may appear on the friend’s news feed. For this particular study, we enable all types of ads given those who see are ad are typically “out” online (e.g., they have indicated they are interested in ‘women’ or ‘men and women’ in their profiles). We have a project in Africa, where we only use right column ads to prevent the ability to comment and inadvertently outing a person (given the ‘interested in’ category does not always have the same connotation for users in Africa)
- When deciding to recruit on FB, consider your target population and study topic. Based on our experience, we’ve had much better success recruiting sexual minority youth in a sexual health program compared to a bullying prevention program for middle school students. Facebook makes it easy to walk you through the step-by-step creation of your ad in the ad manager account. Once you begin to create the ad, the first step would be to create your objective. The main primary marketing objectives are: awareness, consideration, or conversions. For each option within the objective, Facebook includes a brief description so you can ensure that you’re selecting the correct objective to meet your goal. For our purposes, we use the marking objective “traffic” under consideration. This is because we are focused on the number of people who reach our online screener. Using this option, when people click on the ad they are sent to our screener website.
- From here you can also target on variety of other demographics, interests, and behaviors. Such demographics such as relationship status, education, interests such as “family and relationships”, “fashion”, and behaviors such as mobile device user, multicultural affinity For us that meant: location (US) age (14-18 years) sex (female) language (English) “interested in” male, female, or male and female “multicultural affinity” (e.g., African American, Hispanic) if wanting to target on key demographic characteristics And just as you can include certain targeted categories, you can also exclude targeted categories. For example,
- Changes can be slight but have great impact.
- Respond to comments such as “Where’s the T”. If there are negative comments on ads that can impact the performance of your ad, and can start a domino effect of others chiming in with negative comments. So to prevent that from happening you can hide a comment so only the person and their FB friends can see the comment, or delete altogher
- Testing and refining ads matters – we’ve certainly used our development activity recruitment experiences to refine our ad resulting in a strong final ad which I think is a reflection of the success we’ve had in recruitment during our RCT