Knowledge mobilisation in perioperative medicine using a coordinated social media strategy

Introduction:
Perioperative care for Older People undergoing Surgery (POPS) services embed Comprehensive Geriatric Assessment and optimisation (CGA) within surgical pathways to improve perioperative outcomes for older adults. POPS-SUp is a hybrid implementation-effectiveness study examining national scale-up of POPS services. Effective implementation requires knowledge mobilisation. The POPS-SUp study team utilise the NHS Futures Workspace to share resources with study sites. Social media is used to signpost stakeholders to resources but is often underutilised in healthcare. This project evaluates whether a coordinated LinkedIn strategy can increase engagement with Futures to support implementation.

Method:
POPS-SUp LinkedIn posts were analysed using engagement rates and traction scores to identify characteristics of successful posts. Combined with guidance on LinkedIn use and social media scholarship, this informed the strategy. Implemented at the start of August 2026, the strategy includes regular posting, multimedia, signposting to Futures, and adherence to social media scholarship.

The RE-AIM framework was used to evaluate the strategy, focusing on reach and effectiveness at one month. Reach was evaluated using LinkedIn impressions and follower growth; effectiveness using LinkedIn engagement rates, Futures workspace page views and unique user encounters.

LinkedIn impressions and engagement rates for 6 posts published after implementation were compared with the 6 posts prior to implementation. Follower growth and Futures workspace metrics were compared between July and August 2026.

Results:
Within one month there 176 more Futures Workspace views (48% increase) and 7 additional user encounters (46% increase), associated with higher LinkedIn engagement rates (9.0% vs 6.6%) and new followers gained (44 vs 4). The mean impression score was lower (3.1 vs 9.5).

Conclusion:
These findings represent initial data from an ongoing quality improvement project. They suggest that this generalisable strategy may be effective at increasing engagement with digital resources. Future cycles will focus on expanding social media reach with more effective signposting.