While recruits from other forms of mass media represent people who may have landed upon the research opportunity by chance, and then generated interest in it, recruits from social media are primarily people who have been actively seeking information about a related topic, whose pursuit leads them to a particular ad about a research opportunity. This is reinforced by public surveys that indicate that the internet is the first point of reference on the path to seeking health and wellness information for many people [6]. Hence, though the use of social media has traditionally been classified as a low-cost “passive” recruitment tool [9], we believe that the use of social media as recruitment tool should be redefined to “actively” target a specific population to yield highly efficient and cost-effective results.