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Twitter: Strategy and utilization at the National Library of Medicine
 

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

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 Twitter: Strategy and utilization at the National Library of Medicine Presentation Transcript

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