JMIR Publications

ABSTRACT

Background:

With the improved accessibility to social media globally, health researchers are capitalising on this method to recruit participants for research studies. This has particularly been the case during COVID-19, when traditional methods of recruitment have not been able to be used. Despite this, there is limited evidence on the feasibility of social media for recruiting a national sample.

Objective:

This paper describes the use of social media as a tool for recruiting a national sample of adults to an online survey during the COVID-19 pandemic.

Methods:

Between August – October 2020, participants were recruited through Facebook via two advertisement campaigns into an online survey exploring the relationship between social determinants of health and wellbeing of adults during the COVID-19 pandemic. Data were analysed using SPSS version 25 and Facebook metrics auto generated in the Facebook Ads Manager. Post stratification weights were calculated to match the Australian population on the basis of gender, age and state or territory based on 2016 Australian census data.

Results:

In total, 9594 people were reached nationally with the paid option and potentially 902000 people through the no cost option resulting in 1211 online survey responses. The total cost of the advertisement campaign was $649.66, resulting in an overall cost per click of $0.25 AUD.

Conclusions:

Facebook is a feasible and cost-effective method of recruiting participants into an online survey, enabling recruitment of population groups considered hard to reach or marginalised. Recruitment through Facebook facilitated diversity, with participants varying in socioeconomic status, geographical location, educational attainment and age.