J. Med. Internet Res. - Still a hard-to-reach population? Using social media to recruit Latino gay couples for an HIV intervention adaptation study.

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Resumo

CKGROUND: Online social networking use has increased rapidly among African American and Latino men who have sex with men (MSM), making it important to understand how these technologies can be used to reach, retain, and maintain individuals in care and promote health wellness. In particular, the Internet is increasingly recognized as a platform for health communication and education. However, little is known about how primarily Spanish-speaking populations use and engage with each other through social media platforms.OBJECTIVE: We aimed to recruit eligible couples for a study to adapt "Connect 'n Unite" (an HIV prevention intervention initially created for black gay couples) for Spanish-speaking Latino gay couples living in New York City.METHODS: In order to successfully design and implement an effective social media recruitment campaign to reach Spanish-speaking Latino gay couples for our ongoing "Latinos en Pareja" study, our community stakeholders and research team used McGuire's communication/persuasion matrix. The matrix guided our research, specifically each marketing "channel", targeted "message", and target population or "receiver". We developed a social media recruitment protocol and trained our research staff and stakeholders to conduct social media recruitment.RESULTS: As a result, in just 1 month, we recruited all of our subjects (N=14 couples, that is, N=28 participants) and reached more than 35,658 participants through different channels. One of the major successes of our social media recruitment campaign was to build a strong stakeholder base that became involved early on in all aspects of the research process-from pilot study writing and development to recruitment and retention. In addition, the variety of "messages" used across different social media platforms (including Facebook, the "Latinos en Pareja" study website, Craigslist, and various smartphone applications such as Grindr, SCRUFF, and Jack'd) helped recruit Latino gay couples. We also relied on a wide range of community-based organizations across New York City to promote the study and build in the social media components.CONCLUSIONS: Our findings highlight the importance of incorporating communication technologies into the recruitment and engagement of participants in HIV interventions. Particularly, the success of our social media recruitment strategy with Spanish-speaking Latino MSM shows that this population is not particularly "hard to reach", as it is often characterized within public health literature.

Resumo Limpo

ckground onlin social network use increas rapid among african american latino men sex men msm make import understand technolog can use reach retain maintain individu care promot health well particular internet increas recogn platform health communic educ howev littl known primarili spanishspeak popul use engag social media platformsobject aim recruit elig coupl studi adapt connect n unit hiv prevent intervent initi creat black gay coupl spanishspeak latino gay coupl live new york citymethod order success design implement effect social media recruit campaign reach spanishspeak latino gay coupl ongo latino en pareja studi communiti stakehold research team use mcguir communicationpersuas matrix matrix guid research specif market channel target messag target popul receiv develop social media recruit protocol train research staff stakehold conduct social media recruitmentresult result just month recruit subject n coupl n particip reach particip differ channel one major success social media recruit campaign build strong stakehold base becam involv earli aspect research processfrom pilot studi write develop recruit retent addit varieti messag use across differ social media platform includ facebook latino en pareja studi websit craigslist various smartphon applic grindr scruff jackd help recruit latino gay coupl also reli wide rang communitybas organ across new york citi promot studi build social media componentsconclus find highlight import incorpor communic technolog recruit engag particip hiv intervent particular success social media recruit strategi spanishspeak latino msm show popul particular hard reach often character within public health literatur

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