Social media and internet driven study recruitment: evaluating a new model for promoting collaborator engagement and participation.
Social media and internet driven study recruitment: evaluating a new model for promoting collaborator engagement and participation.
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DOI：
10.1371/journal.pone.0118899
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发表时间：
2015
期刊：
影响因子：
3.7
通讯作者：
STARSurg Committee
中科院分区：
文献类型：
--
作者：
Khatri C;Chapman SJ;Glasbey J;Kelly M;Nepogodiev D;Bhangu A;Fitzgerald JE;STARSurg Committee
多中心审计和研究项目面临的一个重大挑战是及时征聘合作者及其研究中心。需要有成本效益高的战略，免费的社交媒体以前被认为是一个潜在的渠道。我们调查和评估了一种新的多格式社交媒体和互联网策略在全国多中心队列研究中的有效性。干预措施涉及一个新的推特账户，包括每周的现场问答、一个新的脸书群组页面、在线YouTube演示和一个国家协会网站上的信息页面。链接跟踪分析是使用谷歌分析进行的，然后与随后的注册相关。使用专有Klout评分计算社会影响力。互联网流量分析确定了1562个独特的注册网站浏览量，其中285个来自社交媒体（18.2%）。收到了大约528份独特的注册，其中96份通过社交媒体平台（18.2%）。流量来源分析确定了一个单独的国家协会网页，导致大多数注册页面浏览量（15.8%），其次是Facebook（11.9%），Twitter（4.8%）和YouTube（1.5%）。通过Facebook、Twitter和专门的国家协会网页进行的宣传相结合，促成了注册流量的最大增长，在两周内占注册总数的312（48%）。在此期间，Twitter的“社会影响力”（Klout）评分为42/100。有针对性的社交媒体大大有助于研究传播和合作者招募。它作为传统方法的辅助手段，在短时间内占合作者注册的18.2%，没有相关的财务成本。我们为设计未来的招聘活动提供了一个实用的模型，并推荐Facebook，Twitter和有针对性的网站作为最有效的广告，以最大限度地提高成本效益的研究招聘。
A substantial challenge facing multicentre audit and research projects is timely recruitment of collaborators and their study centres. Cost-effective strategies are required and fee-free social media has previously been identified as a potential conduit. We investigated and evaluated the effectiveness of a novel multi-format social media and Internet strategy for targeted recruitment to a national multicentre cohort study. Interventions involved a new Twitter account, including weekly live question-and-answer sessions, a new Facebook group page, online YouTube presentations and an information page on a national association website. Link tracking analysis was undertaken using Google Analytics, which was then related to subsequent registration. Social influence was calculated using the proprietary Klout score. Internet traffic analysis identified a total of 1562 unique registration site views, of which 285 originated from social media (18.2%). Some 528 unique registrations were received, with 96 via social media platforms (18.2%). Traffic source analysis identified a separate national association webpage as resulting in the majority of registration page views (15.8%), followed by Facebook (11.9%), Twitter (4.8%) and YouTube (1.5%). A combination of publicity through Facebook, Twitter and the dedicated national association webpage contributed to the greatest rise in registration traffic and accounted for 312 (48%) of the total registrations within a 2-week period. A Twitter ‘social influence’ (Klout) score of 42/100 was obtained during this period. Targeted social media substantially aided study dissemination and collaborator recruitment. It acted as an adjunct to traditional methods, accounting for 18.2% of collaborator registration in a short time period with no associated financial costs. We provide a practical model for designing future recruitment campaigns, and recommend Facebook, Twitter and targeted websites as the most effective adjuncts for maximising cost-effective study recruitment.
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