Abstract P366: Targeted Facebook Ads Increased Engagement Among Rural Communities During Pre-Recruitment Phases of the Mississippi Core of the Risk Underlying Rural Areas Longitudinal Study

Abstract

Background: Data is sparse regarding the utility of social media in engaging southern, rural communities to participate in health research. Community Advisory Board (CAB) members of the Mississippi (MS) Core of the Risk Underlying Rural Areas Longitudinal (RURAL) Study suggested the use of the Facebook social media platform to promote the RURAL Study. During the pre-recruitment phase of engagement (6 months prior to initiation of examinations and 3 months prior to official recruitment), RURAL investigators used Facebook posts to help increase awareness of and interest in the RURAL Study. Objective: To use Facebook metrics to identify the types of posts that garnered the most engagement. Methods: The Principal Investigator of the RURAL Study’s MS Core collaborated with the University of MS Medical Center Social Media Coordinator to implement a Facebook page for the Study. The MS team implemented social media posts to promote the RURAL Study. Data on the number of post reactions, comments, and shares, as well as the reach of organic and paid ads, were collected to identify posts with highest engagement. Findings: In Oktibbeha County, the greatest number of Facebook profile visits occurred October 15-November 7, 2022. Facebook posts had the greatest reach between June 24-27 and September 19-30, 2022. Paid ads (boosted posts) produced greater reach than organic ads. In addition, post reactions positively correlated with the number of people reached. Posts with the greatest number of reactions were related to RURAL-sponsored events (e.g., the County Health Fair and the RURAL Open House event). There was significant Facebook activity around popular community events during which the RURAL Study was promoted (e.g., Fannie Lou Hamer event, the Open House event, and the Black Jack Morning Church Service). Although MS Core of RURAL investigators participated in interviews on local TV media prior to recruitment, organic Facebook ads that included links to videos of these interviews did not receive many reactions on the MS Core of the RURAL Study’s Facebook page. Conclusion: Using social media may be an effective tool for reaching communities during the pre-recruitment phase of engagement. Our findings support that paid ads that targeted specific audiences were more effective than organic ads. Facebook posts that documented RURAL’s participation and engagement in community events were more effective than posts about RURAL’s promotion in broadcast media.