Twitter: Strategy and utilization at the National Library of Medicine

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Overview of Twitter use at the National Library of Medicine's Division of Special Information Services and strategies for engagement and community related to public health and biomedical information

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Twitter: Strategy and utilization at the National Library of Medicine

  1. 1. Twitter: Strategy and utilization at the National Library of MedicineJanuary 5, 2010<br />David Hale, Social Media Strategist<br />david.hale@nih.gov http://twitter.com/lostonroute66<br />Division of Specialized Information Services (SIS)<br />National Library of Medicine<br />National Institutes of Health/Dept. of Health and Human Services<br />
  2. 2. Twitter Basics<br />Social networking system based on sharing of short messages, called tweets (140 characters)<br />Personal timeline comprised on tweets of individuals who one follows<br />System for addressing tweets to an individual by name<br />Retweet (RT) – repeating a tweet for all of one’s followers<br />Private messaging system<br />Open architecture allows user-created enhancements<br />
  3. 3. How Twitter sees@lostonroute66<br />http://twitter.com/lostonroute66<br />
  4. 4. How @lostonroute66 seesTwitter<br />
  5. 5. Twitter<br />User-created communication<br />Text<br />Links to web pages, images, video<br />Trending topics<br />Multi-directional<br />Simultaneous 1 to 1, 1 to many, many to 1<br />Time-independent<br />Features such as @replies and #hashtags enable asynchronous communication<br />
  6. 6. With whom can we connect?<br />Consumers<br />Engaged citizens<br />Uninterested public<br />Inter-agency<br />Intra-agency<br />International<br />Twitter has as much potential for connecting us to collaborators as to consumers.<br />
  7. 7. How federal agencies are using Twitter<br />Information push<br />Community engagement<br />Brand establishment/support<br />Promotion<br />Sentiment monitoring<br />Inter/intra-agency communication<br />Intelligence/information gathering<br />
  8. 8. How feds are using Twitter<br />To find other feds exploring social media in support of agency mission<br />Exchange information<br />Collaboration<br />Organization<br />Promotion<br />Follow news<br />
  9. 9. Social Media Mantra<br />Mission, Tool, Metrics, Teach<br />Jeffrey Levy<br />EPA Web Communications<br />Federal Web Managers Social Media Sub-council<br />http://twitter.com/levyj413<br />http://govsocmed.pbworks.com/<br />
  10. 10. Guidance/Policy<br />HHS Social Media Policy<br />http://www.newmedia.hhs.gov/standards/general<br />Twitter Policy<br />http://www.newmedia.hhs.gov/standards/twitter<br />USA.gov Twitter Best Practices<br />http://www.usa.gov/webcontent/technology/microblogging/twitter.shtml<br />
  11. 11. Leverage the Long TailOpportunities part 1<br />Twitter (social media) allows connections to individuals/groups with niche interests/information needs<br />Low transaction cost<br />Find communities built around specific interests/research and engage<br />Expand presence of NLM<br />Promote NLM resources within relevant communities<br />Create communities where appropriate in support of NLM mission<br />
  12. 12. Who are NLM/SIS’s partners on Twitter?<br />
  13. 13. Flu.gov<br />http://twitter.com/FluGov<br />
  14. 14. Andrew WilsonHHS New Media Team (fmr)<br />http://twitter.com/AndrewPWilson<br />
  15. 15. P. F. Anderson Univ. of Michigan Health Sciences <br />http://twitter.com/pfanderson<br />
  16. 16. Carol Torgan, Ph.D.Scientist, NHLBI advisor<br />http://twitter.com/ctorgan<br />
  17. 17. St. Elizabeth Medical CenterLafayette, IN<br />http://twitter.com/stelizabeth<br />
  18. 18. Christy Perry - TV health reporter (fmr), Journalism Professor, Syracuse Univ.<br />http://twitter.com/hxjournprof<br />
  19. 19. ChiaHwuCommunity Manager<br />http://twitter.com/chiah<br />
  20. 20. Where did we meet? Twitter, of course!Opportunities part 2<br />Engagement is key to building community<br />If you want to build community, go to where your audience already is<br />Communities and Health Information<br />ChiaHwu, community manager, speaking at BIL:PIL (healthcare unconference) about communities and health information<br />http://www.vimeo.com/8425580<br />
  21. 21. Where did we meet? Twitter, of course!Opportunities part 2<br />Information Push Organizations (IPOs) must have allies, trusted individuals to retweet and engage with community<br />Authority, influence derived from information source <br />Orgs will never be as powerful as individuals<br />Orgs which don’t engage will become obsolete<br />IPOs should have one staff who is engaging face-to-face with community<br />Community manager <br />
  22. 22. How has NLM/SIS used Twitter?<br />
  23. 23. Education<br />NLM/SIS staff provide training for Pan American Health Organization (PAHO)<br />http://new.paho.org/epalco/index.php?option=com_content&task=view&id=149&Itemid=273<br />Social media/public health informatics<br />Emerging technology<br />Research<br />Forecasting trends<br />Strategic planning<br />
  24. 24. Education<br />Uniformed Services University, Public Health Informatics class partnership lecturers<br />Social media and Public Health Informatics<br />Community engagement<br />Evolving communication<br />Research<br />Overview/analysis of H1N1 response on Twitter<br />Public, private, federal, and NGO<br />Evaluating accuracy, authority, and trends<br />
  25. 25. Research – Semantic Twitter<br />http://www.slideshare.net/NLM_SIS/semantic-processing-of-twitter-traffic-for-epidemic-surveillance<br />SIS/LHC collaboration<br />Semantic MEDLINE processing of H1N1-related tweets (Twitter posts)<br />Discussions of SemanticTwitter on Twitter lead to presentations at AHRQ, University of MD, H1N1 panel w/ CDC<br />Increased awareness of NLM and other projects (Semantic MEDLINE, DIMRC, etc.)<br />H1N1 panel reported in Washington Post 07.20.2009<br />
  26. 26. Live-tweetingReal-time reporting of an event using Twitter<br />http://twitter.com/NLM_SIS<br />
  27. 27. Live-tweetingReal-time reporting of an event using Twitter<br />Live-tweeting of NLM H1N1 Community Resilience Workshop picked up by Flu.gov<br />NLM/SIS staff invited to live-tweet NIH H1N1 Summit from Flu.gov Twitter account<br />NLM/SIS staff invited by Dir. Medical Policy Preparedness to White House H1N1 response planning meeting<br />First live-tweeting of White House meeting<br />Nat’l Biodefense Science Board H1N1 meeting from @NLM_SIS<br />
  28. 28. Live-tweetingOpportunities<br />NLM has vast array of content experts<br />Social media specialists can provide live-tweeting training to content experts<br />Position NLM as trusted, authoritative source of timely information/events within relevant social media channels<br />
  29. 29. Strategy/implementation discussion<br />Within NLM<br />Lister Hill Center<br />Outside NLM<br />NIH, HHS/OS, ASPR, CDC, EPA<br />Assistant Secretary for Preparedness and Response (ASPR) Fusion Cell<br />Health 2.0 community<br />
  30. 30. Conference Tweet-wrangling<br />Coordinating/training social media team to provide live coverage, promote conversation, engage virtual audience<br />NLM/SIS staff requested as tweet-wranglers at Open Government and Innovation Conference<br />Keynotes by US CIO VivekKundraand US CTO Aneesh Chopra<br />
  31. 31. Pillbox - Community baked-in<br />http://pillbox.nlm.nih.gov<br />Early stage presentation at HealthCamp<br />Un-conference focused on participatory health care, organized largely via Twitter<br />Twitter used to communicate with interested individuals<br />Physicians, Pew Internet Project, Designers, Scientists<br />Creation of community of engagement<br />Development, promotion, awareness<br />
  32. 32. Pillbox community promotion on Twitter<br />
  33. 33. U.S. Pharmacopeia promotion of Pillbox<br />http://twitter.com/USPharmacopeia<br />
  34. 34. Other health information connections made via Twitter<br />
  35. 35. Health 2.0 Google Wave Discussionorganized through Twitter<br />
  36. 36. Health Care Social Media #hcsmWeekly discussion group<br />http://www.healthsocmed.com/<br />
  37. 37. #hcsm organized byDana Lewis - Senior, Univ. of Alabama<br />http://twitter.com/danamlewis<br />
  38. 38. NLM Long Range PlanOpportunities part 3<br />Position NLM as trusted, authoritative source for biomedical information in social media (disseminate biomedical information) <br />Live-tweeting (live coverage of events, news)<br />NLM-led Twitter discussion groups<br />Online reference desk <br />Engage specific communities through emerging channels - Twitter, Facebook, etc. (promote health literacy, reduce disparities)<br />Promote NLM program development and education programs (strong & diverse workforce)<br />Low/zero cost partnerships w/ complementary federal, state, local, NGO, academic orgs<br />Informatics research, i.e. SemanticTwitter (integrate biomedical information systems) <br />
  39. 39. Twitter: Strategy and utilization at the National Library of MedicineJanuary 5, 2010<br />David Hale, Social Media Strategist<br />david.hale@nih.gov http://twitter.com/lostonroute66<br />Division of Specialized Information Services (SIS)<br />National Library of Medicine<br />National Institutes of Health/Dept. of Health and Human Services<br />

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