Twitter: Strategy and utilization at the National Library of Medicine


Published on

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

Published in: Health & Medicine, Technology
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

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 /><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 /><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 /><br /><br />
  10. 10. Guidance/Policy<br />HHS Social Media Policy<br /><br />Twitter Policy<br /><br /> Twitter Best Practices<br /><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.<br /><br />
  14. 14. Andrew WilsonHHS New Media Team (fmr)<br /><br />
  15. 15. P. F. Anderson Univ. of Michigan Health Sciences <br /><br />
  16. 16. Carol Torgan, Ph.D.Scientist, NHLBI advisor<br /><br />
  17. 17. St. Elizabeth Medical CenterLafayette, IN<br /><br />
  18. 18. Christy Perry - TV health reporter (fmr), Journalism Professor, Syracuse Univ.<br /><br />
  19. 19. ChiaHwuCommunity Manager<br /><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 /><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 /><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 /><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 /><br />
  27. 27. Live-tweetingReal-time reporting of an event using Twitter<br />Live-tweeting of NLM H1N1 Community Resilience Workshop picked up by<br />NLM/SIS staff invited to live-tweet NIH H1N1 Summit from 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 /><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 /><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 /><br />
  37. 37. #hcsm organized byDana Lewis - Senior, Univ. of Alabama<br /><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 /><br />Division of Specialized Information Services (SIS)<br />National Library of Medicine<br />National Institutes of Health/Dept. of Health and Human Services<br />