JMIR Publications

ABSTRACT

Background:

Successful recruitment of participants is imperative to a rigorous study, and recruitment challenges are not new to researchers. Social media has been used successfully by many researchers to recruit for study participants. However, challenges remain for effective online social media recruitment.

Objective:

Using a multi-step approach, that included a focus group and Delphi method, the purpose of the study was to gain expert advice about social media recruitment material development and then to test the recruitment material with the target population.

Methods:

First, we conducted a focus group with five social media experts to identify critical elements for effective social media recruitment material. The second phase, utilizing the Delphi method with five family caregivers, was used to reach consensus regarding effective recruitment videos.

Results:

Phase I utilized a focus group that resulted in identification of three barriers related to social media recruitment, including lack of staff and resources, issues with restrictive algorithms, and not standing out in the crowd. Phase II utilized the Delphi method. At the completion of Delphi Round 1, a summary of the analysis was sent to the five Delphi participants for feedback and agreement with our summary. Using data and recommendations from Round 1, two new recruitment videos with additions to improve trustworthiness and transparency, such as the University’s logo, were created, and we conducted Round 2 of the Delphi. Consensus regarding the quality and trustworthiness of the recruitment videos was reached in Round 2 of the Delphi.

Conclusions:

One of the primary challenges for conducting research with family caregivers is recruitment. Despite the broad adoption of social media marketing approaches, the effectiveness of different online recruitment strategies needs further investigation.