Recruitment, Intervention Design, and Ethical Concerns #SBM2017 - PowerPoint PPT Presentation

Course #11 Using Social Media for Research: Recruitment, Intervention Design, and Ethical Concerns #SBM2017 #TechSIG CHAIRS EXPERTS Lisa Carter-Harris, Ph.D. Sarah Lillie, Ph.D. @drCarterHarris Health Decision-Making SIG Indiana University @sbmdecisions Minneapolis VA Health Care System Sherry Pagoto, Ph.D. @DrSherryPagoto Danielle Arigo, Ph.D. University of Massachusetts Medical School Behavioral Informatics & Technology SIG @daniarigo Camille Nebeker, Ed.D. The University of Scranton @cnebeker Syracuse VA Medical Center University of California, San Diego

#SBM2017 Today’s Agenda #TechSIG • Welcome and introductions • Hands-on examples of recruitment & intervention with social media • Break • Hands-on examples of ethics issues in this area • Brief commentary • Panel discussion & questions

Leveraging Social Media for Research Recruitment Lisa Carter-Harris, PhD, APRN, ANP-C @drCarterHarris Assistant Professor, Indiana University School of Nursing (Indianapolis) Associate Investigator, Social Network Health Research Lab, IUSON Associate Member, Cancer Prevention & Control, IU Simon Cancer Center Affiliate Investigator, Kaiser Permanente Washington (Seattle)

Nothing to disclose… …i.e., I do not work for any of the social media platforms I will talk about…

T oday’s Goals  Discuss social media in general as a recruitment tool for research purposes.  Describe the process of Facebook targeted advertisement for research recruitment and provide an exemplar.  Describe targeting and offer tips and pearls for real-world use of this approach. Twitter: @drCarterHarris

What is social media?  An interactive platform for electronic communications, used by groups of people to create, share, and exchange information.  This ability to identify, connect, and potentially align individuals can significantly amplify messages communicated via this platform. Pew Research, 2016

How many people? = 1.59 billion users = 400 million users = 320 million users = 161 million users = 100 million users Pew Research, 2016; Business Insider, 2016

Why ?

Platform Mechanisms to Recruit Advantages Disadvantages Twitter Recruitment Tweet  Retweets o Able to loosely o Sampling bias Tag People & Organizations target people in a o Not right for all • who would find your research particular field or research projects relevant or interesting who interest area o Very little control have larger follower bases o Ability to ‘pay’ to over the message than you ’promote’ the once out there in Add a relevant hashtag (i.e., tweet (gets in the the Twitter • #LCSM) feeds of users who universe • Consider building an online don’t follow you) o People who community (i.e., The Clare do not fit your Project) criteria will see the message Facebook Facebook targeted o Largest social o Sampling bias advertisement media platform o Not right for all research projects Instagram Ads (owned by Facebook so ads o Ability to reach a o Sampling bias are linked on both platforms) younger age o Not right for all demographic research projects

Types of Studies  Survey  Focus Groups  Individual Qualitative Interviews  Intervention

Facebook

Common T erminology  A homepage is the main webpage that an individual sees each time they log into their personal Facebook account.  A newsfeed is a list of stories that are constantly updating and displays in the middle of the Facebook users’ homepage (i.e., status updates of FB friends, photos, videos, links, application activity, pages and groups followed by the user, etc …)

What is Facebook targeted advertisement?  Facebook has the ability to ’target’ the ad ◦ by key variables in a FB users profile ◦ by things they have ‘liked’ on FB ◦ by groups to which they belong  Allows the researcher to set ‘targeting’ variables about FB users the researcher would like to see their ad Twitter: @drCarterHarris

Examples of Targeting in Facebook  Location (both inclusion & exclusion) ◦ Everyone in this location ◦ People who live in this location ◦ People recently in this location ◦ People traveling in this location  Ad can further be narrowed to target by country, state or province, city, and/or zip code  Zip code can be key to reaching disparate populations Twitter: @drCarterHarris 15

Other ways or variables on which to ‘target’… relationship household parents status composition education political home type level affiliation home ethnic affinity key life events ownership financial organizational work industry income affiliation

Common T erminology r/t FBTA  Impression – a “view” – represents the first time the ad is served to someone in either their desktop newsfeed, mobile newsfeed, or as a right hand column ad.  Click to website – refers to a unique FB user clicking the web link embedded in the FB ad that is redirected to the website linked to the advertisement.  Audience network – a collection of mobile applications that FB partners with to offer the advertiser (i.e., researcher) the ability to extend the reach of their ad into multiple mobile applications outside of, but connected to, FB. Twitter: @drCarterHarris

Recruitment: An exemplar Understanding Lung Cancer Screening Behavior: Racial/Ethnic, Gender and Geographic Differences in Long-term Smokers  Cross-sectional  Recruitment methods: descriptive design ◦ FB targeted using survey advertisement methodology ◦ Advertisement in high- volume readership and  Target N = 300 minority newspapers  Inclusion Criteria: ◦ In-person recruitment ◦ Age 55-80 years  Indiana Black Expo ◦ Current or Former  Indianapolis Senior Smoker ( if former, quit Housing Centers within past 15 years) ◦ 30 pack-year smoking history ◦ Lives in State of Indiana Twitter: @drCarterHarris

From a recruitment perspective, FBTA was wildly successful…  Target N = 300  Surpassed 300 enrolled participants with completed surveys in 8 days  Final N = 465 (14 day total campaign) Twitter: @drCarterHarris

Examples Specific to Different T opics Research T opic or Population Ideas to Target by Likes Caregivers of diabetic patients American Diabetes Association Native Americans Specific geographic locations (including zip codes) E-cigarette users Specific brand names (i.e., Blu) Epilepsy Epilepsy Foundation Individuals living in rural areas Zip code (using census data to identify rural areas) Individuals recently traveling abroad Location (using setting ‘people recently in this location’) Nursing students National Student Nurses Association Twitter: @drCarterHarris

Let’s Create… Twitter: @drCarterHarris

Thank you… Twitter: @drCarterHarris

Adapting behavioral interventions for social media Sherry Pagoto, PhD Professor Founder, UMass Center for mHealth and Social Media University of Massachusetts Medical School Department of Medicine @DrSherryPagoto

Before you start… ◎ Use target platform to point of complete comfort with features Start a Facebook page/Twitter feed for your lab ◎ Join a group on the target platform ◎ Get training in the platform from your librarian, public affairs office ◎ Check out the Mayo Clinic social media webinars

So you want to do a social media delivered intervention…

Why are you using social media? ◎ Primary modality? ◎ Dual modality along with another modality (visits, text, phone, etc)? ◎ Adjunctive/secondary (primary modality is something else)? Pagoto et al (2016) Adapting behavioral interventions for social media delivery, JMIR.

What is purpose of the social media piece? Deliver behavioral counseling instead of clinic visits? Provide supplemental information? Maximize attendance and retention in the intervention? Provide a place for study participants to communicate, connect, and support each other? Any combination of the above?

What type of social media feed? Host generates content Intervention feed, participants are not expected to post (public health org) Host and participants generate content Intervention feed and participants encouraged to post and interact (guided patient community) Participants generate content No feed, just a place for participants to interact (unguided patient community)

Which platform? Commercial vs investigator-developed? Which platform does target population use the most? Which platform has functions that I need to do this intervention? Which platform is acceptable for this purpose to the participants?

Facebook “secret” group ◎ Invitation only ◎ Only members can view group and its content ◎ Discussion strings, post links, images, videos, live videos, polls, documents ◎ Can create events ◎ Facilitate a group chat ◎ “Share” function is off ◎ All posts appear in all group members newsfeeds