J Consum Health Internet. 2013 Oct 1;17(4):353-361
This study seeks to investigate qualities of peer leaders in a social media-based peer-led HIV intervention. African American and Latino men who have sex with men (MSM) peer leaders were recruited through online/offline methods. They were required to have experience with health communication and social media. Over 57% of reported using social networking for seeking sex partners within 3 months. Over 53% spent over 3 hours per week online and about 53% of peer leaders had fewer than 200 Facebook friends. Results suggest that peer leaders can be recruited for social media-based health interventions. Qualities of peer leaders are discussed.