Social media: an effective strategy for recruitment to a pilot trial on group-based music and social support for postnatal mothers

Introduction
Community-based recruitment of participants to randomised controlled trials (RCTs) is often difficult. The aim of this study within a pilot trial was to test different modes of recruitment and assess the most effective and efficient strategy.
Methods
A pilot RCT of a group-based music and social support intervention set out to recruit 60 postnatal mothers and their infants across four separate recruitment phases lasting 6 weeks each. It was expected that a recruitment rate of 15 mothers per phase would be achieved, with an average of three mothers per week. The recruitment strategy involved three modes of recruitment: advertising via two social media platforms, direct email via contact lists of six community organisations, and displaying recruitment posters on public-facing noticeboards e.g. supermarkets, community centres. Recruitment materials used similar designs and content to promote the study and direct interested individuals to the study webpage for further information. Content on social media platforms was reposted every 3 days, one email and one reminder email were sent, and posters were kept in situ during recruitment phases to maintain visibility. Data on mode of recruitment, with an ‘other’ option, were collected at baseline. The outcome of interest was the recruitment rate and the frequency of each mode of recruitment reported by participants.
Results
The number of participants exceeded the target by 20%, with 72 recruited. The recruitment rate was more than double expected with 36 postnatal mothers recruited per phase, completed within 4 weeks and only two phases required to meet the target. An average of seventeen mothers were recruited per week. Data collected on mode of recruitment showed that 67% (n=48) were recruited through social media, while 33% through ‘other’ means, reported as word of mouth. No participants reported that they first read about the study through emails or posters. Of those recruited through social media, 98% (n=47) were via Facebook pages of local parenting groups. Participants recruited through word of mouth were informed by other mothers, friends/family members who had viewed the social media posts.
Discussion
Social media is an easily accessible and frequently visited platform used by mothers when seeking connection with others following the birth of an infant and enjoyable activities to do with their infant. Advertising the study on social media, via Facebook pages of parenting groups, was the most effective and efficient recruitment strategy with this population, requiring minimal cost and burden to the research team.