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Background Social media platforms have been effective in raising awareness of the underassessment and undertreatment of pain in dementia. Objective After a successful pilot campaign, we aimed to scale our pain-in-dementia knowledge mobilization pilot initiative (ie, #SeePainMoreClearly) to several social media platforms with the aid of a digital media partner. The goal of the initiative was to increase awareness of the challenges in the assessment and management of pain among people with dementia. A variety of metrics were implemented to evaluate the effort. Through this work, we endeavored to highlight key differences between our pilot initiative (which was a grassroots initiative), focusing largely on Twitter and YouTube, and the current science-media partnership. We also aimed to generate recommendations suitable for other social media campaigns related to health or aging. Methods Evidence-based information about pain in dementia was summarized into engaging content (eg, videos) tailored to the needs of various knowledge users (eg, health professionals, families, and policy makers). We disseminated information using Facebook (Meta Platforms), Twitter (X Corp), YouTube (Alphabet Inc), Instagram (Meta Platforms), and LinkedIn (LinkedIn Corp) and measured the success of the initiative over a 12-month period (2020 to 2021). The evaluation methods focused on web analytics and questionnaires related to social media content. Knowledge users’ web responses about the initiative and semistructured interviews were analyzed using thematic analysis. Results During the course of the campaign, >700 posts were shared across all platforms. Web analytics showed that we drew >60,000 users from 82 countries to our resource website. Of the social media platforms used, Facebook was the most effective in reaching knowledge users (ie, over 1,300,000 users). Questionnaire responses from users were favorable; interview responses indicated that the information shared throughout the initiative increased awareness of the problem of pain in dementia and influenced respondent behavior. Conclusions In this investigation, we demonstrated success in directing knowledge users to a resource website with practical information that health professionals could use in patient care along with pain assessment and management information for caregivers and people living with dementia. The evaluation metrics suggested no considerable differences between our pilot campaign and broader initiative when accounting for the length of time of each initiative. The limitations of large-scale health campaigns were noted, and recommendations were outlined for other researchers aiming to leverage social media as a knowledge mobilization tool.
Background Social media platforms have been effective in raising awareness of the underassessment and undertreatment of pain in dementia. Objective After a successful pilot campaign, we aimed to scale our pain-in-dementia knowledge mobilization pilot initiative (ie, #SeePainMoreClearly) to several social media platforms with the aid of a digital media partner. The goal of the initiative was to increase awareness of the challenges in the assessment and management of pain among people with dementia. A variety of metrics were implemented to evaluate the effort. Through this work, we endeavored to highlight key differences between our pilot initiative (which was a grassroots initiative), focusing largely on Twitter and YouTube, and the current science-media partnership. We also aimed to generate recommendations suitable for other social media campaigns related to health or aging. Methods Evidence-based information about pain in dementia was summarized into engaging content (eg, videos) tailored to the needs of various knowledge users (eg, health professionals, families, and policy makers). We disseminated information using Facebook (Meta Platforms), Twitter (X Corp), YouTube (Alphabet Inc), Instagram (Meta Platforms), and LinkedIn (LinkedIn Corp) and measured the success of the initiative over a 12-month period (2020 to 2021). The evaluation methods focused on web analytics and questionnaires related to social media content. Knowledge users’ web responses about the initiative and semistructured interviews were analyzed using thematic analysis. Results During the course of the campaign, >700 posts were shared across all platforms. Web analytics showed that we drew >60,000 users from 82 countries to our resource website. Of the social media platforms used, Facebook was the most effective in reaching knowledge users (ie, over 1,300,000 users). Questionnaire responses from users were favorable; interview responses indicated that the information shared throughout the initiative increased awareness of the problem of pain in dementia and influenced respondent behavior. Conclusions In this investigation, we demonstrated success in directing knowledge users to a resource website with practical information that health professionals could use in patient care along with pain assessment and management information for caregivers and people living with dementia. The evaluation metrics suggested no considerable differences between our pilot campaign and broader initiative when accounting for the length of time of each initiative. The limitations of large-scale health campaigns were noted, and recommendations were outlined for other researchers aiming to leverage social media as a knowledge mobilization tool.
BACKGROUND Social media platforms have been effective in raising awareness of the underassessment and undertreatment of pain in dementia. OBJECTIVE After a successful pilot campaign, we scaled up the pain-in-dementia knowledge mobilization (KM) initiative (i.e., #SeePainMoreClearly) to several social media platforms and with the aid of a digital media partner. Throughout this study, we highlight key differences between our original KM grassroots initiative focusing largely on Twitter and the current science-media partnership focusing on a broad variety of social media platforms. We also aimed to generate recommendations suitable for other social media campaigns related to health and/or aging. METHODS Evidence-based information about pain in dementia was summarized into engaging content (e.g., videos) tailored to the needs of various knowledge users (e.g., health professionals, families, policymakers). We disseminated information using Facebook, Twitter, YouTube, Instagram, and LinkedIn and measured the success of the initiative over a 12-month period (2020-2021). Evaluation methods focused on web analytics and questionnaires tied to our social media content. Knowledge users’ online response about the initiative, and semi-structured interviews were analyzed through content analysis. RESULTS Over the course of the campaign, over 700 posts across all platforms were shared. Web analytics showed that we drew over 60,000 users from 82 countries to our resource website. Of the platforms used, Facebook was the most effective in reaching knowledge users (i.e., 1,300,000 users). Questionnaire responses from users were favourable. We systematically tabulated differences in outcomes of our original grassroots initiative to those achieved via a digital media partnership. CONCLUSIONS Unlike our previous work focusing primarily on Twitter and YouTube, in this investigation, we demonstrated success in directing knowledge users to a resource website with practical information that health professionals could use in patient care along with pain assessment and management information for caregivers and people living with dementia. Evaluation metrics suggested no considerable differences between our grassroots pilot campaign and broader initiative when accounting for length of time of each initiative between our grassroots pilot campaign and broader initiative. The limitations of large-scale health campaigns are noted, and recommendations are outlined for other researchers aiming to leverage social media as a KM tool.
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