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3 Weeks of Exposure on Facebook young adults (18-25) 1,331,043 displays 11.4 average displays/person

Accessing Young People in the 21 st Century Samantha Parkinson

Method 3 weeks (July/August 2011) Facebook advertisements + ‘wall’ posts Young adults (18-25) in South Australia Online survey about childhood 101 surveys in 3 weeks

Facebook can be Effective for Contacting Young People Young People can be Difficult to Contact

Young People Online More comfortable Find information on/talk about sensitive issues The online environment may be an appropriate medium to discuss sensitive issues with young people Recent supporting evidence – suicide prevention group on Facebook

Facebook Over 350 million users worldwide Over 50% between 18 and 25 years Social platform for 13 years and older Extension to offline social networks Free to users

Advertisement Design Title, brief description, image, web address Target audience Campaign design Cost per 1000 views or per click on ad Daily or lifetime Budget Advertisement cost: 30¢ - $2

Our Advertisement External URL Targeted by age, geographic location Lifetime budget Potential Audience reach: YAs in SA Actual audience reach: YAs in SA

Facebook can be Used to Raise Awareness About Important Social Issues Facebook Benefit Businesses in Marketing and Connecting with Consumers

Raising Awareness E.g. cyber bullying and its effects Access: Vulnerable hidden population of victims Population unable to physically access services

Repeated Exposure to Raise Awareness displays young adults 11.4 average displays per person Actual reach alone is insufficient YAs need to be repeatedly exposed to attract their interest and raise awareness

Facebook can be Used to Recruit Participants to Sensitive Research

101 YAs (19 male, 81 female; 1 unknown) years (M= 20.75; SD = 2.19) 416 people initially clicked on this ad 64 proceeded to the survey (Response rate = 15.38%)

Participant views Is Facebook appropriate for research and research on sensitive issues?

“I think ads on Facebook leading to independent survey sites are fine, I just wouldn’t use a Facebook program or app to answer sensitive questions” 12.9% of participants notice Facebook advertisements for the most part 63.4% found the survey via the ad

Important Points Facebook can be effective for contacting young people. Facebook can be used to raise awareness about important social issues and services. Facebook can be used to recruit participants to research on sensitive issues.

Samantha Parkinson Australian Centre for Child Protection University of South Australia Image source: Istockphoto

Child Abuse and Neglect Physical Abuse, Neglect, Emotional Maltreatment, Exposure to Domestic Violence Maltreatment ExperiencedNumber of participants No maltreatment23 One Type27 Two Types27 Three Types 7 All Four Types13 Substantially fewer perceived maltreatment vs. actual maltreatment rates