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Social media recruitment techniques

The same is true of social media recruitment. When specifying detailed criteria/quotas for recruitment on social media consider using a wider set of demographics. It is important to ensure when doing this that any criteria defined is relevant for the recruitment being undertaken

If we look at the beer example from the RAS New and Emerging Recruitment Techniques module - this could be evolved to include ethnicity to ensure an inclusive mix of ethnicities are included in amongst those selected to participate. Even if not specified, it is good practice to ensure an inclusive sample (particularly in cities such as London where the mix should reflect the mix of ethnicities in the location where the research is taking place rather than a nationally representative sample).

  • Males
  • Aged 24-40
  • Who enjoy drinking beer
  • What is your occupation?
  • What is your ethnicity?
  • Describe what places you would usually go to for a typical night out e.g. country pub, suburban pub, city centre club, city centre bar

In the last three months please state if you have drunk any of the following beers and if so how often: Ashai SuperDry, Budweiser, Budweiser Budvar, Camden Hells, Carling, Corona, Estrella, Fosters, Heineken, Kozel, Meantime, Peroni Nastro Azzurro, Pilsner Urguell, Brew Dog, San Miguel and Stella Artois

From the above list are there any you have drunk in the past month and if so how often?

One of the strengths of social media is that it is a good way of identifying individuals with specific characteristics and groups which meet specific needs and can be particularly helpful to identify seldom heard participants or those that are hard to reach.