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Social Media and Internet Driven Study Recruitment: Evaluating a New Model for Promoting Collaborator Engagement and Participation

Author

Listed:
  • Chetan Khatri
  • Stephen J Chapman
  • James Glasbey
  • Michael Kelly
  • Dmitri Nepogodiev
  • Aneel Bhangu
  • J Edward Fitzgerald
  • on behalf of the STARSurg Committee

Abstract

Aims: A substantial challenge facing multicentre audit and research projects is timely recruitment of collaborators and their study centres. Cost-effective strategies are required and fee-free social media has previously been identified as a potential conduit. We investigated and evaluated the effectiveness of a novel multi-format social media and Internet strategy for targeted recruitment to a national multicentre cohort study. Methods: Interventions involved a new Twitter account, including weekly live question-and-answer sessions, a new Facebook group page, online YouTube presentations and an information page on a national association website. Link tracking analysis was undertaken using Google Analytics, which was then related to subsequent registration. Social influence was calculated using the proprietary Klout score. Results: Internet traffic analysis identified a total of 1562 unique registration site views, of which 285 originated from social media (18.2%). Some 528 unique registrations were received, with 96 via social media platforms (18.2%). Traffic source analysis identified a separate national association webpage as resulting in the majority of registration page views (15.8%), followed by Facebook (11.9%), Twitter (4.8%) and YouTube (1.5%). A combination of publicity through Facebook, Twitter and the dedicated national association webpage contributed to the greatest rise in registration traffic and accounted for 312 (48%) of the total registrations within a 2-week period. A Twitter ‘social influence’ (Klout) score of 42/100 was obtained during this period. Conclusions: Targeted social media substantially aided study dissemination and collaborator recruitment. It acted as an adjunct to traditional methods, accounting for 18.2% of collaborator registration in a short time period with no associated financial costs. We provide a practical model for designing future recruitment campaigns, and recommend Facebook, Twitter and targeted websites as the most effective adjuncts for maximising cost-effective study recruitment.

Suggested Citation

  • Chetan Khatri & Stephen J Chapman & James Glasbey & Michael Kelly & Dmitri Nepogodiev & Aneel Bhangu & J Edward Fitzgerald & on behalf of the STARSurg Committee, 2015. "Social Media and Internet Driven Study Recruitment: Evaluating a New Model for Promoting Collaborator Engagement and Participation," PLOS ONE, Public Library of Science, vol. 10(3), pages 1-11, March.
  • Handle: RePEc:plo:pone00:0118899
    DOI: 10.1371/journal.pone.0118899
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    Cited by:

    1. Alice Blukacz & Báltica Cabieses & Alexandra Obach & Alejandra Carreño Calderón & María Inés Álvarez & Paula Madrid & Isabel Rada, 2023. "Promoting the Participation of “Hard-to-Reach” Migrant Populations in Qualitative Public Health Research during the COVID-19 Pandemic in Chile," IJERPH, MDPI, vol. 20(3), pages 1-17, January.
    2. Rajan Kumar Singh & Nishtha Chawla & Rakesh Kumar Chadda, 2021. "Letter to Editor regarding ‘COVID-19 pandemic lockdown: An emotional health perspective of Indians on Twitter’," International Journal of Social Psychiatry, , vol. 67(8), pages 1077-1078, December.
    3. Lucie Böhmová & David Chudán, 2018. "Analyzing Social Media Data for Recruiting Purposes," Acta Informatica Pragensia, Prague University of Economics and Business, vol. 2018(1), pages 4-21.
    4. Sanaa N. Al-Haj Ali & Ra’fat I. Farah & Serene Alhariqi, 2022. "Knowledge and Attitudes of Saudi Medical Students about Emergency Management of Traumatic Dental Injuries," IJERPH, MDPI, vol. 19(21), pages 1-13, October.
    5. Sanaa Mugharbil & Malak Tleis & Maya Romani & Ramzi G. Salloum & Rima Nakkash, 2023. "Understanding Determinants of Electronic Cigarette and Heated Tobacco Product Use among Young Adults in Lebanon: Prevention and Policy Implications," IJERPH, MDPI, vol. 20(5), pages 1-14, February.
    6. May Yee Melissa Lau, 2020. "Effects of Marketing Mix on Students’ Selection of Transnational Top-up Degrees in Hong Kong," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 27-34.
    7. Waleed Mansi G Alshammari & Fahad Maiyah M Alshammari & Faiz Mayah M Alshammry, 2021. "Factors Influencing the Adoption of E-Health Management among Saudi Citizens with Moderating Role of E-Health Literacy," Information Management and Business Review, AMH International, vol. 13(3), pages 47-61.

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