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Covers where potential participants can be reached online, including search, streaming, social platforms, study webpages, and email lists, and summarizes relevant Facebook usage statistics. Explains how targeting reduces wasted ad spend, contrasts paid ads with organic engagement, outlines key planning questions before launching, and states IRB requirements for using social media and approving all ad content.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/score-may-2022-slides-social-media-recruitment-on-facebook-ads/253134/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/score-may-2022-slides-social-media-recruitment-on-facebook-ads/253134.png","ImageObject",442,249,{"name":88,"@type":89},"Ezra","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-30","2026-09-13",true,{"@type":98,"interactionType":99,"userInteractionCount":40},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"What channels can be used to reach potential participants online?","Question",{"text":108,"@type":109},"The slides list search engine ads, streaming ads, social ads and forums (including Facebook and other platforms), study webpages, and email lists such as registries and community partners.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"How do paid Facebook ads and organic engagement differ?",{"text":113,"@type":109},"Paid ads use the UR Health Research (CTSI) page with targeting and provide performance metrics, while organic engagement uses personal profiles to share in Facebook groups and partner channels.",{"name":115,"@type":106,"acceptedAnswer":116},"What approvals are required to recruit volunteers through social media?",{"text":117,"@type":109},"IRB approval is required, and the protocol’s recruitment plan must describe how social media will be used. All ad content, including images used with ad copy, must be approved by the IRB.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},253134,1791715910,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":129,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":40,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":135,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":141},1099514068035,"https://ap-avatar.wpscdn.com/davatar_276721f389ce27ea32af1340a28f341c","Guiding Principles for Social Media Recruitment and Overview of Dynamic Facebook Ads  \nCody Gardner, MBA Research Engagement Specialist  \nReach potential participants online  \n• Search engine ads  \n• Streaming ads  \n• Social ads and forums (Facebook, dating apps, Reddit)  \n• Study webpage  \n• Email lists (CTSI Participant Registry, department registry or past volunteers, community partners)  \n• URMC Communications channels  \n2016 UR RSRB Guidelines  \nEveryone is on Facebook  \n• About 7 in 10 Americans report using Facebook. (Unchanged since 2016)  \n• About 7 in 10 of those that use Facebook use it daily  \nEveryone is on Facebook  \nFacebook is broadly popular among all demographic groups, though some adults are more likely to use it than others.  \n• 77% of U.S. women use the platform , compared with 61% of men.  \n• 73% of adults with a college degree use Facebook, compared with 64% of those who have a high school diploma or less.  \n• 50% of those older than 65 use Facebook, which is the least likely age group to use the platform. But that still represents a 30 percentage point increase since August 2012, when just 20% reported using it.  \nData collected by the Pew Research Center, 2021  \nTargeting helps reduce wasted ad spend  \n“Social media as compared to mass media is quick, cost effective and reaches a targeted audience worldwide…It allows participants to express immediate interest by completing prescreening questionnaire.”  \nAgarwal, P. , et al. (2019) . \"Strategizing Clinical Trial Recruitment in the Digital Age (P1 .9-072) .\"Neurology 92(15 Supplement): P1 .9-072.  \nDo you need a social media account?  \nDepartments, faculty members, staff members, students, or student groups that media presence that represents URMC in any way, they must agree to preserve reputation – in terms of content, tone, and visual presentation.  \nwish to establish a social and promote URMC’s  \nTo ensure that a consistent brand and voice is presented online, all official social media accounts (YouTube, Facebook, Twitter, Instagram, LinkedIn, etc.) that claim to represent URMC entities must be initiated and/or authorized by URMC Public Relations & Communications.  \nApply to create a URMC-associated social media account: [https://www.urmc.rochester.edu/connect/social](https://www.urmc.rochester.edu/connect/social)media-toolkit/social-media-application.aspx  \nURMC communication channels that you can use to promote your study:  \n• URMC Today  \n• @ Rochester  \n• Events calendar  \nResearch teams can use the UR Health Research Facebook account to promote their research studies, which is managed by the CTSI.  \nTwo Approaches to Facebook Recruitment  \nPaid Ads  \n• Using the UR Health Research page (CTSI)  \n• Targeted by age, gender, location, some other behavior and interest categories  \n• Receive performance metrics  \nOrganic Engagement (Non-Paid)  \n• Using personal profile  \n• Sharing on Facebook groups and partners  \nBefore you launch your Facebook campaign, try to answer these key questions  \n• How do Facebook ads fit into my overall study recruitment plan?  \n• Who am I trying to enroll with this method?  \n• Am I able to target them on Facebook?  \n• How much might it cost per enrollment?  \n• Would a pilot campaign help me learn this?  \n• What kind of support do I need in order to create myads?  \nYou must have IRB approval to recruit volunteers through social media  \n• The recruitment plan section of your protocol must include how you will use social media to recruit participants  \n• All ad content, including images that are used alongside ad copy, must be approved by the IRB","cbCairYDbRZ2AOlc","https://ap.wps.com/l/cbCairYDbRZ2AOlc","pdf",1991057,23,"English","# Guiding principles for social media recruitment\n## Reach potential participants online\n## Facebook usage and targeting benefits\n## Paid ads vs organic engagement\n## Pre-launch planning questions\n## IRB approval requirements for social media ads","[{\"question\":\"What channels can be used to reach potential participants online?\",\"answer\":\"The slides list search engine ads, streaming ads, social ads and forums (including Facebook and other platforms), study webpages, and email lists such as registries and community partners.\"},{\"question\":\"How do paid Facebook ads and organic engagement differ?\",\"answer\":\"Paid ads use the UR Health Research (CTSI) page with targeting and provide performance metrics, while organic engagement uses personal profiles to share in Facebook groups and partner channels.\"},{\"question\":\"What approvals are required to recruit volunteers through social media?\",\"answer\":\"IRB approval is required, and the protocol’s recruitment plan must describe how social media will be used. All ad content, including images used with ad copy, must be approved by the IRB.\"}]","SCORE-May-2022 Slides - Social Media Recruitment on Facebook Ads | PDF",1789264384,8]