Rephrase. The prevalence and popularity of social media is only likely to grow, and with it, the appeal of using social media as a recruitment tool. In this article we have presented a non-exceptionalist methodology for assessing social media recruitment, examined respect for privacy and investigator transparency as two key norms governing social media recruitment, and analyzed three relatively novel aspects of social media recruitment. These efforts, and the appended guidance and checklists, offer important contributions to filling the gap between the growing use of social media in recruitment and the lack of regulatory guidance and bioethical literature on this topic, and will, we hope, make it easier for investigators, institutions, and IRBs to navigate the ethical and regulatory issues. While the ethically relevant differences between social media and more customary recruitment techniques should not be exaggerated, these materials can help to serve as a roadmap for its potentially unfamiliar aspects and contribute to putting social media recruitment in proper ethical perspective as a valuable recruitment tool