Facebook Ads Manager as a Recruitment Tool for a Health and Safety Survey of Farm Mothers: Pilot Study

Effective Engagement Techniques Across the Agricultural Conservation Practice Adoption Process

Encouraging agricultural landowners to adopt conservation practices is crucial to enhancing ecosystem services in privately-owned farm landscapes. To improve engagement with landowners and increase adoption rates, much research has been dedicated to investigating how different psychological, social, economic, and political factors correlate with adoption. However, these studies largely measure adoption as a discrete, binary event. Doing so obscures sequences of landowner decisions and engagement techniques that conservation practitioners use to encourage landowners' progression through the adoption process. We report on two studies that contribute to the emerging literature on the agricultural conservation practice adoption process and the varying effectiveness of engagement techniques throughout. First, interviews with conservation practitioners in the Chesapeake Bay watershed, USA, yielded a preliminary model of the different stages in the adoption process and what techniques practitioners find effective at each stage. Second, an online experiment examined the effectiveness of a visualization intervention across two sequential outcomes in the adoption process, seeking further information and contacting a practitioner. Our results suggested that practitioners use a wide variety of engagement techniques, most of which are unique to a single stage in the adoption process, and that the effectiveness of the visualization technique varies substantially between different stages. Together these studies outline a suite of techniques that other practitioners may find effective at different stages of the adoption process, and suggest that research can better inform practice by accounting for variation in the effectiveness of different techniques across stages of adoption.

Reaching Populations at Risk for HIV Through Targeted Facebook Advertisements: Cost-Consequence Analysis

BACKGROUND

An undiagnosed HIV infection remains a public health challenge. In the digital era, social media and digital health communication have been widely used to accelerate research, improve consumer health, and facilitate public health interventions including HIV prevention.

OBJECTIVE

We aimed to evaluate and compare the projected cost and efficacy of different simulated Facebook (FB) advertisement (ad) approaches targeting at-risk populations for HIV based on new HIV diagnosis rates by age group and geographic region in the United States.

METHODS

We used the FB ad platform to simulate (without actually launching) an automatically placed video ad for a 10-day duration targeting at-risk populations for HIV. We compared the estimated total ad audience, daily reach, daily clicks, and cost. We tested ads for the age group of 13 to 24 years (in which undiagnosed HIV is most prevalent), other age groups, US geographic regions and states, and different campaign budgets. We then estimated the ad cost per new HIV diagnosis based on HIV positivity rates and the average health care industry conversion rate.

RESULTS

On April 20, 2021, the potential reach of targeted ads to at-risk populations for HIV in the United States was approximately 16 million for all age groups and 3.3 million for age group 13 to 24 years, with the highest potential reach in California, Texas, Florida, and New York. When using different FB ad budgets, the daily reach and daily clicks per US dollar followed a cumulative distribution curve of an exponential function. Using multiple US $10 ten-day ads, the cost per every new HIV diagnosis ranged from US $13.09 to US $37.82, with an average cost of US $19.45. In contrast, a 1-time national ad had a cost of US $72.76 to US $452.25 per new HIV diagnosis (mean US $166.79). The estimated cost per new HIV diagnosis ranged from US $13.96 to US $55.10 for all age groups (highest potential reach and lowest cost in the age groups 20-29 and 30-39 years) and from US $12.55 to US $24.67 for all US regions (with the highest potential reach of 6.2 million and the lowest cost per new HIV diagnosis at US $12.55 in the US South).

CONCLUSIONS

Targeted personalized FB ads are a potential means to encourage at-risk populations for HIV to be tested, especially those aged 20 to 39 years in the US South, where the disease burden and potential reach on FB are high and the ad cost per new HIV diagnosis is low. Considering the cost efficiency of ads, the combined cost of multiple low-cost ads may be more economical than a single high-cost ad, suggesting that local FB ads could be more cost-effective than a single large-budget national FB ad.

Children, Work, and Safety on the Farm during COVID-19: A Harder Juggling Act

OBJECTIVES

Measures to curb the spread of COVID-19 in the Spring of 2020 immediately raised concerns among farm safety experts about the increase in children's risk exposure due to changes in childcare and schooling arrangements. The goal of this study is to understand how farm parents were taking care of their children in the early months of COVID-19.

METHODS

I conducted univariate and inductive content analysis on survey data from 134 farm parents from 38 U.S. states to understand.

RESULTS

My findings overall confirm experts' predictions. The move to distance learning for about three-quarter of respondents with school-age children and changes in childcare arrangements for over half of those with pre-school-age children led respondents to contend with fewer options and added responsibilities. Most frequently used adaptation strategies reflected lower reliance on the traditionally important social networks, a desire to preserve household income, and greater involvement of children on the farm. As a result, taking care of their children became harder for more than half of respondents with likely repercussions on children's exposure to risk, parents' well-being, and on the farm business.

CONCLUSION

The empirical insights of this study provide descriptive baseline and contextual data for future research on the impact of COVID-19. The conceptual insights expand the farm safety literature by illustrating the need to study underappreciated structural factors shaping how farm parents juggle children with their professional obligations. Finally, findings around the complexity of raising children and connections to farm productivity and farm safety highlight the importance of considering farm women's well-being alongside the safety of their children.

Simulating Facebook Advertisements to Establish Cost per New HIV Diagnosis Using Routine and Targeted Models in a Local Population

BACKGROUND

Undiagnosed human immunodeficiency virus (HIV) infection remains a public health challenge. We explore Facebook (FB) advertisement (Ads) cost per new HIV diagnosis using non-targeted Ads, a routine testing model against targeted Ads, and a focused testing model in Texas.

METHODS

On 14 October 2021, we created (without launching) Texas-based, USD 10 targeted (using criteria matching HIV populations at risk) and non-targeted FB Ads for 10 days. In the process of creating the Ads, we collected estimated audience size, daily reach, and daily clicks. We estimated Ad cost for each new HIV diagnosis for targeted and non-targeted Ads using new HIV diagnosis rates from focused and routine testing campaigns.

RESULTS

The Ad costs per new HIV diagnosis from the targeted model were 4.74, 2.86, 5.28, and 2.88 times lower for men, Black, Hispanic, and all age groups, respectively, when compared to the non-targeted model. The wider the gap was between new HIV diagnosis rates in a population for focused and routine testing, the more cost-effective targeted Ads became.

CONCLUSIONS

Among HIV populations at risk, targeted FB Ads are more cost-effective for detecting new HIV infections than non-targeted Ads. This cost-effectiveness increases in locations where focused testing increases new HIV diagnosis rates, compared to routine testing.

Using Facebook Advertisements for Women's Health Research: Methodology and Outcomes of an Observational Study

BACKGROUND

Recruitment of diverse populations for health research studies remains a challenge. The COVID-19 pandemic has exacerbated these challenges by limiting in-person recruitment efforts and placing additional demands on potential participants. Social media, through the use of Facebook advertisements, has the potential to address recruitment challenges. However, existing reports are inconsistent with regard to the success of this strategy. Additionally, limited information is available about processes that can be used to increase the diversity of study participants.

OBJECTIVE

A Qualtrics survey was fielded to ascertain women's knowledge of and health care experiences related to breast density. This paper describes the process of using Facebook advertisements for recruitment and the effectiveness of various advertisement strategies.

METHODS

Facebook advertisements were placed in 2 rounds between June and July 2020. During round 1, multiple combinations of headlines and interest terms were tested to determine the most cost-effective advertisement. The best performing advertisement was used in round 2 in combination with various strategies to enhance the diversity of the survey sample. Advertisement performance, cost, and survey respondent data were collected and examined.

RESULTS

In round 1, a total of 45 advertisements with 5 different headlines were placed, and the average cost per link click for each headline ranged from US $0.12 to US $0.79. Of the 164 women recruited in round 1, in total 91.62% were eligible to complete the survey. Advertisements used during recruitment in round 2 resulted in an average cost per link click of US $0.11. During the second round, 478 women attempted the survey, and 87.44% were eligible to participate. The majority of survey respondents were White (80.41%), over the age of 55 years (63.94%), and highly educated (63.71%).

CONCLUSIONS

Facebook advertisements can be used to recruit respondents for health research quickly, but this strategy may yield participants who are less racially diverse, more educated, and older than the general population. Researchers should consider recruiting participants through other methods in addition to creating Facebook advertisements targeting underrepresented populations.