Improving the quality and impact of public health social media activity in Scotland during 2016: #ScotPublicHealth

Mackenzie, D Graham

doi:10.1093/pubmed/fdx066

Cited by 4 publications

(3 citation statements)

References 7 publications

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“…Professionals, pharmaceutical companies and biotech investors all tweeted about the congress. A more recent cancer conference in the UK (#NCRI2018) did not identify pharmaceutical or biotech tweeters among its top influencers in a NodeXL extract 17. Analysis of previous conferences on other topics, including infectious diseases and cardiology, has not illustrated a similar level of commercial influence 18–20…”

Section: Discussionmentioning

confidence: 98%

European Society for Medical Oncology (ESMO) 2018 Congress Twitter analysis: from ethics to results through the understanding of communication and interaction flows

et al. 2020

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BackgroundTwitter is a microblogging service providing a platform for social networking. For medical information, Twitter is an interesting channel for sharing and spreading information and as an engagement platform for different stakeholders. Benefits and caveats of uncontrolled medical information must be carefully pondered, considering the possible intended and unintended adverse outcomes of uncontrolled influencing. The aim of this study was to describe the non-commercial content shared on Twitter and to analyse the level of influence of commercial tweeters during the European Society of Medical Oncology (ESMO) 2018 annual meeting held in Munich.Design/methodologyA retrospective analysis of the tweets shared in the period 19–23 October 2018 indexed with the hashtag #ESMO18 or #ESMO2018 was performed; methodology of systematic reviews was mirrored. Commercial tweeters (pharmaceutical and biotechnology companies, device manufacturers and spam tweeters) were excluded from the primary analysis, and only non-commercial tweets from and about the congress were included. Tweets were analysed using a network analytical tool (NodeXL).ResultsA total of 7100 tweets posted by 1334 tweeters were identified for the period of interest. Less than 10% of tweeters were identified as commercial, posting 15.7% of tweets and receiving almost one-quarter of retweets. However, pharmaceutical and biotech tweeters were substantially less likely to be mentioned by other tweeters. All of the top 10 retweeters of non-commercial content were clinicians and/or professional organisations, in stark contrast with the commercial content.ConclusionsThe use of social networks in medical meetings, including oncology, is increasing for real-time communication and informed opinion-making. The uncontrolled spread of information on Twitter can both stimulate discussions on non-official and non-canonical channels of communication and provide uncontrolled influencing of diverse stakeholders. The disclosure of financial declarations of interest on Twitter could enhance the transparency of the information, as is already happening in medical journals.

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Section: Discussionmentioning

confidence: 98%

European Society for Medical Oncology (ESMO) 2018 Congress Twitter analysis: from ethics to results through the understanding of communication and interaction flows

et al. 2020

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“…Studies have shown that a small percentage of Twitter users typically generate the majority of the online content, with most users acting as silent observers. 7 This phenomenon is sometimes expressed as “The 90:9:1 Rule of Participation Inequality,” 8 which states that 90% of social media users are observers who do not contribute, 9% engage a little, with the remaining 1% accounting for almost all the action. In an effort to quantify the participation inequality at our meeting, we found that in both years 50% of the tweets could be attributed to approximately 10 users (2% of meeting attendees), with the remaining tweets contributed by approximately 350 users.…”

Section: Discussionmentioning

confidence: 99%

Social Media Engagement at Academic Conferences: Report of the Association of Pathology Chairs 2018 and 2019 Annual Meeting Social Media Committee

et al. 2020

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The use of social media at academic conferences is expanding, and platforms such as Twitter are used to share meeting content with the world. Pathology conferences are no exception, and recently, pathology organizations have promoted social media as a way to enhance meeting exposure. A social media committee was formed ad hoc to implement strategies to enhance social media involvement and coverage at the 2018 and 2019 annual meetings of the Association of Pathology Chairs. This organized approach resulted in an 11-fold increase in social media engagement compared to the year prior to committee formation (2017). In this article, the social media committee reviews the strategies that were employed and the resultant outcome data. In addition, we categorize tweets by topic to identify the topics of greatest interest to meeting participants, and we discuss the differences between Twitter and other social media platforms. Lastly, we review the existing literature on this topic from 23 medical specialties and health care fields.

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“…Although it is easy to make an attempted connection using social media, and this might be expected to be the best way to attract new participants to a social media activity, real-world connections are also important. Repeated engagement through different approaches (online, in person, at meetings, by e-mail, and ultimately using webinars) was successful in recruiting a wider audience in the Scottish public health community 15 .…”

Section: Discussionmentioning

confidence: 99%

Beyond the hashtag: describing and understanding the full impact of the #BJSConnect tweet chat May 2019

2020

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Background Twitter engagement between surgeons provides opportunities for international discussion of research and clinical practice. Understanding how surgical tweet chats work is important at a time when increasing reliance is being placed on virtual engagement because of the COVID-19 pandemic. Methods Individual tweets from the May 2019 #BJSConnect tweet chat were extracted using NodeXL, complemented by Twitter searches in an internet browser to identify responses that had not used the hashtag. Aggregate estimates of tweet views were obtained from a third-party social media tool (Twitonomy) and compared with official Twitter Analytics measurements. Results In total 37 Twitter accounts posted 248 tweets or replies relating to the tweet chat. A further 110 accounts disseminated the tweets via retweeting. Only 58.5 per cent of these tweets and 35 per cent of the tweeters were identified through a search for the #BJSConnect hashtag. The rest were identified by searching for replies (61), quoting tweets (20), and posts by @BJSurgery that used the hashtag but did not appear in the Twitter search (22). Studying all tweets revealed complex branching discussions that went beyond the discussed paper’s findings. Third-party estimates of potential reach of the tweet chat were greatly exaggerated. Conclusion Understanding the extent of the discussion generated by the #BJSConnect tweet chat required looking beyond the hashtag to identify replies and other responses, which was time-consuming. Estimates of reach using a third-party tool were unreliable.

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Improving the quality and impact of public health social media activity in Scotland during 2016: #ScotPublicHealth

Abstract: The quality and impact of tweets sent by the Scottish Public Health community was higher during 2016 than previous years. Conference tweeting remains an area for improvement.

Cited by 4 publications

References 7 publications

European Society for Medical Oncology (ESMO) 2018 Congress Twitter analysis: from ethics to results through the understanding of communication and interaction flows

European Society for Medical Oncology (ESMO) 2018 Congress Twitter analysis: from ethics to results through the understanding of communication and interaction flows

Social Media Engagement at Academic Conferences: Report of the Association of Pathology Chairs 2018 and 2019 Annual Meeting Social Media Committee

Beyond the hashtag: describing and understanding the full impact of the #BJSConnect tweet chat May 2019

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