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Video from < http :// youtube/watch?v=lFZ0z5Fm-Ng&feature=plcp >

Video from < http :// youtube/watch?v=lFZ0z5Fm-Ng&feature=plcp >

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Video from < http :// youtube/watch?v=lFZ0z5Fm-Ng&feature=plcp >

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  1. Video from <http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=plcp>

  2. 3 Weeks of Exposure on Facebook 116 610 young adults (18-25) 1,331,043 displays 11.4 average displays/person

  3. Accessing Young People in the 21st Century Samantha Parkinson

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

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

  6. 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

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

  8. 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

  9. Our Advertisement External URL Targeted by age, geographic location Lifetime budget Potential Audience reach: 191 600 YAs in SA Actual audience reach: 116 610 YAs in SA

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

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

  12. Repeated Exposure to Raise Awareness 1 331 043 displays 116 610 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

  13. Facebook can be Used to Recruit Participants to Sensitive Research

  14. 101 YAs (19 male, 81 female; 1 unknown) • 18-25 years (M= 20.75; SD = 2.19) • 416 people initially clicked on this ad • 64 proceeded to the survey (Response rate = 15.38%)

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

  16. 12.9% of participants notice Facebook advertisements for the most part • 63.4% found the survey via the ad “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”

  17. Important Points • 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. Facebook can be effective for contacting young people.

  18. Samantha Parkinson Samantha.Parkinson@unisa.edu.au Australian Centre for Child Protection University of South Australia www.unisa.edu.au/childprotection Image source: Istockphoto

  19. Child Abuse and Neglect • Substantially fewer perceived maltreatment vs. actual maltreatment rates Physical Abuse, Neglect, Emotional Maltreatment, Exposure to Domestic Violence