The Development, Implementation, and Evaluation of an Evidence-Based Social Media Campaign Designed To Enhance Social Connectedness For First-Year University Students
Abstract
The primary purpose of this study was to develop, implement, and evaluate the feasibility of a 10-week, evidence-based social media campaign (“iBelong@Western”) targeting the social connectedness of first-year university students (n = 30; Mage = 18.5, SD = 4.9) in London, Ontario. The secondary purpose was to explore participant perceptions of the campaign and its impact on social connectedness. Developed over a 3-month period using evidence-based approaches (e.g., participatory action research, SMILE framework), the campaign was implemented from March-May, 2023. Feasibility was assessed using social media analytics and data from one semi-structured interview; participant perceptions were explored using the latter only. Overall, results revealed that iBelong@Western demonstrated adequate feasibility and shows promise as a comprehensive, evidence-based knowledge translation tool designed to enhance social connectedness among first-year university students. While they cannot be generalized, the participant perspectives gathered may be useful in the development of future social media campaigns.