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    ES05 - Joint Session GLCC/IASLC: Hot Topics for Lung Cancer Advocates (ID 8)

    • Event: WCLC 2019
    • Type: Educational Session
    • Track: Advocacy
    • Presentations: 1
    • Now Available
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      ES05.04 - Social Media and Lung Cancer - a Global Picture (Now Available) (ID 3178)

      10:30 - 12:00  |  Author(s): Simon Malia

      • Abstract
      • Presentation
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      The use of social media in lung cancer: an evaluation of global trends, themes and demographics.

      Social media has transformed the health communication landscape. It is evident in the rise of social media groups that social media is an important communications and connection tool for the community impacted by lung cancer. Individuals across the cancer continuum use social media for a myriad of purposes and there are differences between user profiles. For example, physicians and academics use social media to announce new innovative treatment options, for debate, and to highlight the successes and failures of lung cancer research. The general population utilizes social media to fundraise, garner support, and share their personal experiences with cancer. Social media may now be one of the most common communications vehicles for global campaigns concerning lung cancer, impacting education, fundraising and advocacy.

      In order to more optimally use social media to further objectives for patient organizations, it is integral to understand global trends in social media usage and what users are saying online. This global research project aims to answer these questions, as possessing more information on user trends will better inform those that are trying to reach and engage with these individuals.

      This global research project will also provide an opportunity for lung cancer professionals and organizations to refine their social media communications strategies. The research will identify best practices for organizations in engaging their lung cancer communities, as well as content strategies to boost reach, engagement and community size.

      Purpose:The objective of this research project is to evaluate the use of social media platforms, including Twitter, Facebook, and blogs, to understand howand whyindividuals are using each platform and whatis being said.

      Methodology:Through the social listening tool Brandwatchthis study will analyze social media usage between November 2018 to May 2019 in eleven (11) countries: Canada, United States, United Kingdom, Russia, Brazil, China, India, Israel, Australia, South Africa and Poland. This study utilizes topic analysis to understand the qualitative themes that are currently happening in the online conversation.

      These eleven (11) countries have been chosen due to high incidents of lung cancer, confidence in government data on lung cancer statistics, and frequency of social media use.

      In each jurisdiction, Brandwatchmonitors the use and flux of specific key terms relating to lung cancer. In analyzing the data that Brandwatch generates, the team can effectively monitor the conversations (frequency, subject, emotion, and corresponding debate) that happen at a grassroots level.

      In a parallel research method, the project will gather data from over forty (40) lung cancer organizations’ social media accounts across all major platforms including Facebook, Twitter, LinkedIn, Pinterest and YouTube. This data will be analyzed quantitatively and qualitatively to identify which social media strategies work best to engage members of the online lung cancer communities globally.

      Analysis:Preliminary findings indicate that the conversations occurring on social media across jurisdictions are both profoundly different yet have underlying similarities. Data will be extracted from initial findings to target populations with campaigns on issues that matter distinctly to them. As technology continues to drive decision-makers, organizations must adapt to foster the best results. In understanding who and how to target populations, it is expected that global lung cancer campaigns—for awareness, public policy changes or research funding—will reach, and hopefully exceed, their targets.

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