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Prevention Science
Published in: Prevention Science 4/2018

01-05-2018

Using Facebook to Recruit Parents to Participate in a Family Program to Prevent Teen Drug Use

Authors: Sabrina Oesterle, Marina Epstein, Kevin P. Haggerty, Megan A. Moreno

Published in: Prevention Science | Issue 4/2018

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Abstract

Despite strong evidence that family programs are effective in preventing adolescent substance use, recruiting parents to participate in such programs remains a persistent challenge. This study explored the feasibility of using Facebook to recruit parents of middle school students to a self-directed family program to prevent adolescent drug use. The study used paid Facebook ads aiming to recruit 100 parents in Washington and Colorado using marijuana- or parenting-focused messages. All ad-recruited parents were also invited to refer others in order to compare Facebook recruitment to web-based respondent-driven sampling. Despite offering a $15 incentive for each successfully referred participant, the majority of the screened (70.4%) and eligible (65.1%) parents were recruited through Facebook ads. Yet, eligibility and consent rates were significantly higher among referred (76.6 and 57.3%, respectively) than Facebook-recruited parents (60.0 and 36.6%, respectively). Click-through rates on Facebook were higher for marijuana-focused than parenting-focused ads (0.72 and 0.65%, respectively). The final sample (54% Facebook-recruited) consisted of 103 demographically homogeneous parents (female, educated, non-Hispanic White, and mostly from Washington). Although Facebook was an effective and efficient method to recruit parents to a study with equal to better cost-effectiveness than traditional recruitment strategies, the promise of social media to reach a diverse population was not realized. Additional approaches to Facebook recruitment are needed to reach diverse samples in real-world settings and increase public health impact of family programs.
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Metadata
Title
Using Facebook to Recruit Parents to Participate in a Family Program to Prevent Teen Drug Use
Authors
Sabrina Oesterle
Marina Epstein
Kevin P. Haggerty
Megan A. Moreno
Publication date
01-05-2018
Publisher
Springer US
Published in
Prevention Science / Issue 4/2018
Print ISSN: 1389-4986
Electronic ISSN: 1573-6695
DOI
https://doi.org/10.1007/s11121-017-0844-7

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