The inability to persuade individuals to become organ donors has a cost in terms of human life. Thousands of patients in the US and worldwide on the transplant waiting list die every year before they can receive an organ transplant. Facebook launched in 2004, eventually becoming part of the powerful tool of persuasion we now call a social media platform (which includes Twitter and YouTube). Today, social media engagement by health organizations is haphazard, lacks clear strategy, and the evidence for its effectiveness is unconvincing. In our opinion, the prevalent giant-billboard model, in which one-size-fits-all messages are communicated to vast untargeted populations, must transform to a strategic, focused, and end point–driven approach, made possible by a deep understanding of the intended audience (Box).1
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Ayorinde JOO, Saeb-Parsy K, Hossain A. Opportunities and Challenges in Using Social Media in Organ Donation. JAMA Surg. Published online June 17, 2020. doi:10.1001/jamasurg.2020.0791
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