Social Media in Research Recruitment

Donna R Berryman, MLIS, Ed.D., AHIP Senior Associate Director,

Medical Center Libraries & Technologies December 10, 2015

Who’s using social media?

62% men 68% women

78% ---- $75k + 72% ---- $50k - $74,999 69% ---- $ 30K - $49,999 56% ---- $30K or less

58% of rural residents 68% of suburban residents 64% of urban residents

35% --- aged 65 + 51% --- aged 50-64 77% --- aged30 -49 90% --- aged 18-29

56% of African Americans 65% of Hispanics 65% of Whites

54% - high school diploma or less 70% - some college 76% - college grads

So, given those statistics… There is a high probability that: • Most of us are using

some sort of social media

• The people we need to recruit are using social media

Let’s talk social media

I’m on my daily run

I like to run

This is where I’m running

Here’s a video of me running

Here’s a photo of me running

Here’s a warm-up exercise to do before running

My skills include running

I listen to “Born to Run” by The Boss when I run

http://www.inventivhealth.com/docs/e-Recruiting_Using_Digital_Platforms_Social_Media_and_Mobile_Technologies_to_Improve_Clinical_Trial_Enrollment.pdf

http://www.digitalinformationworld.com/2015/11/infographic-the-landscape-of-customer-identity-has-facebook-peaked-q3.html

• According to Facebook: • 1.01 billion daily active users on average (Sept 2015) • 894 million mobile daily active users on average • About 83% of daily active users are outside the US and

Canada • According to Pew

• 71% of adult internet users use Facebook • Users are of all ages (18 and over) but tends to trend a bit

older • Average number of Facebook friends = 155 but, of those

on 50 were considered “actual” friends • 5 new Facebook profiles are generated every second • CNN estimates there are 83 million fake profiles

https://www.facebook.com/about/basics/

Even more info about privacy here:

CLOSED GROUP

http://www.digitalinformationworld.com/2015/01/twitter-marketing-stats-and-facts-you-should-know.html

Twitter = the service Tweet = a single posting RT = a re-tweet; resending a tweet you read Twitterverse = all Twitter users considered together @ = mention = just what it sounds like Direct message = like a private email Hashtag = #; identifies this tweet as part of a certain subject group

Sender Profile picture

Retweet

Hashtag

Reply Favorite

140 characters

Golf

Health care

reform

Health care

reform

Michael

Michael

Obama

Golf

Blah

Golf

Vacation

Michael

Health care

reform

Cars

Obama

Michael

Michael

Health care

reform

Golf

Health care

reform

Health care

reform

Health care

reform

Health care

reform

Golf

Golf

Golf

Golf

http://www.symplur.com/healthcare-hashtags/ http://twubs.com/p/hashtag-directory

• According to Pew 1

• 23% of all online users use Twitter • Trends younger

• Stats on Twitter are confusing • 44% of users create an account but never tweet 2

• What do people Tweet about? • Current events / Sports / TV

• People are more likely to follow a brand or a company on Twitter than on other social media 3

2 http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/ 3 http://www.convinceandconvert.com/social-media-strategy/7-surprising-statistics-about-twitter-in-america/

http://www.pewinternet.org/2015/01/09/social-media-update-2014/?beta=true&utm_expid=53098246-2.Lly4CFSVQG2lphsg-KopIg.1&utm_referrer=https%3A%2F%2Fwww.google.com%2F1

1

Presenter

Presentation Notes

http://www.pewinternet.org/2014/01/06/african-americans-and-technology-use/young-african-americans-have-high-levels-of-twitter-use/

Just for fun: Tweetping.net

Pages and groups: Posting, liking, commenting

Tweets, follows, retweets, mentions, direct messages

https://www.facebook.com/business/products/ads

Ads Ads https://business.twitter.com/help/build-your-base

Analytics Analytics https://analytics.twitter.com/accounts

Insights – for Admins on pages

Other commercial entities Other commercial entities

Presenter

Presentation Notes

There are a lot of online condition-specific support groups. Whether or not you should consider participating in one of these is a question worth considering. Know, however, that it comes with some ethical and moral considerations. There has been evidence of physicians becoming active in these communities to help spread accurate information. See http://www.onclive.com/conference-coverage/mbcc-2015/The-Doctor-Will-Tweet-With-You-Now-Social-Media-for-Oncologists

Recruiting &

Social Media

Concerns

• Familiarity with the platform

• Privacy & confidentiality

• Review and regulatory concerns

• Others?

Secrets to Success

PLANNING

Planning

• Who are you trying to reach?

• Why do you want to reach them?

• Is the platform conducive to what you want to do?

• Do you have a rationale?

Thompson MA. Social media in clinical trials. Am Soc Clin Oncol Educ Book. 2014:e101-5. doi: 10.14694/EdBook_AM.2014.34.e101. PubMed PMID: 24857086.

The plan needs to address:

• The rationale for using social media

• Privacy concerns

• How are you going to assure that communications are appropriate?

• How will you monitor user-generated content?

“Can I get a retweet, please?”

O'Connor A, Jackson L, Goldsmith L, Skirton H. Can I get a retweet please? Health research recruitment and the Twittersphere. J Adv Nurs. 2014 Mar;70(3):599-609. doi: 10.1111/jan.12222. Epub 2013 Aug 4. PubMed PMID: 23909740.

Practical Considerations - 1 • Listen first

Hootsuite

• Develop a communications plan and TEST it out • Messaging and images

• Do your homework • Monitor sites – is your target audience there & active? • What issues are important to them? • How do they communicate (doctor-speech?)

Practical Considerations - 2

• Remember the importance of good design

• Decide on a plan for analyzing your social media effort

• Keep records – include this in your data management planning

URMC Social Media Toolkit

https://www.urmc.rochester.edu/connect/social-media-toolkit.aspx

• URMC has a vested interest in protecting its brand and voice

• If you want to set up a social media account, you will need to read and carefully consider the information in the URMC Social Media Toolkit

• Please be aware that there is also a Social Media Application form

• This is in addition to any RSRB considerations

http://www.rochester.edu/ohsp/documents/rsrb/pdf/Guideline_for_Research_Using_Social_Media.pdf

RSRB: Guideline for research using social media

Direct advertising to prospective subjects to solicit participation such as display or banner ads on a web page, paid search ads, in-text ads (an add that pops up when user scrolls over a keyword), social network ads, social network pages, blogs, tweets and texts containing direct advertising.

As with other recruitment materials, communications intended to be seen or heard by health professionals (e.g., similar to doctor-to-doctor letters), news stories, information about related research conducted outside of the study, pictures, videos or other information posted by a subject, and basic study information such as that posted to clinicaltrials.gov or URMC’s Health Research Website.

RSRB Review Generally Not Required:

RSRB Review Required when using social media for recruitment:

Questions?

Comments?

Discussion?

Learn More

O'Connor A, Jackson L, Goldsmith L, Skirton H. Can I get a retweet please? Health research recruitment and the Twittersphere. J Adv Nurs. 2014 Mar;70(3):599-609. doi: 10.1111/jan.12222. Epub 2013 Aug 4. PubMed PMID: 23909740.

Guideline for research using social media. Research Subject Review Board, UR. http://www.rochester.edu/ohsp/documents/rsrb/pdf/Guideline_for_Research_Using_Social_Media.pdf

Pew Research Center. 2015. Social media usage: 2005-2015 http://www.pewinternet.org/files/2015/10/PI_2015-10-08_Social-Networking-Usage-2005-2015_FINAL.pdf

Pew Research Center. 2015. Social Media Update 2014 http://www.pewinternet.org/2015/01/09/social-media-update-2014/?beta=true&utm_expid=53098246-2.Lly4CFSVQG2lphsg-KopIg.1&utm_referrer=https%3A%2F%2Fwww.google.com%2F

inVentiv Health. 2013. E-Recruiting: Using digital platforms, social media, and mobile technologies to improve clinical trial enrollment. http://www.inventivhealth.com/docs/e-Recruiting_Using_Digital_Platforms_Social_Media_and_Mobile_Technologies_to_Improve_Clinical_Trial_Enrollment.pdf

Quorum Review IRB. 2015. Webinar recording: Embracing social media in research. http://www.quorumreview.com/blog/2015/06/10/recording-available-embracing-social-media-research/

Thompson MA. Social media in clinical trials. Am Soc Clin Oncol Educ Book. 2014:e101-5. doi: 10.14694/EdBook_AM.2014.34.e101. PubMed PMID: 24857086.

Social Media Toolkit (URMC) https://www.urmc.rochester.edu/connect/social-media-toolkit.aspx

Quorum Review IRB. 2015. Top considerations for using social media in research – it all starts with a plan. http://pages.quorumreview.com/top-considerations-using-social-media-research/?utm_source=qr-website&utm_medium=blog-referral&utm_content=quorum-ad-skyscraper-social-media-download

Research subjects Review Board, University of Rochester. 2013. Guideline for research using social media. http://www.rochester.edu/ohsp/documents/rsrb/pdf/Guideline_for_Research_Using_Social_Media.pdf