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All in a Twitter: Using Social Media to Propel Your Science
- 1. APRIL 17, 2019 Bryn Robinson, Research Engagement Manager, Horizon Health Network All in a Twitter: Using Social Media to Propel Your Science
- 2. Today's Presentation MAIN TOPICS The Need for Social Media to Share Science Ideas on How to Get Started A Few Examples
- 3. WHY SOCIAL MEDIA? Because how we have traditionally disseminated our science - journals, conferences - has not maximized its potential for changing our practice and policy.
- 4. Opportunity Areas Percent research that fails to be adopted into clinical practice 86 Years estimated to adopt evidence into practice and policy changes 17 Million new publications each year 2.5 Tutelman et al., 2018
- 5. GETTING STARTED Block off an hour, grab a coffee, and a notebook, and sketch out a personal communications plan for your work.
- 6. Who are you targeting? Audience Put Your Ideas in a Plan For each audience type, list your objectives Objectives How will you engage with them? Strategy Depending on breadth of plan, divide and conquer Resources Measure how well it worked, so you can adjust as needed Evaluation
- 7. Identify Your Audience: Are You Preaching to the Choir, or Singing from the Rooftops?
- 8. Who are you targeting? Audience Put Your Ideas in a Plan For each audience type, list your objectives Objectives How will you engage with them? Strategy Depending on breadth of plan, divide and conquer Resources Measure how well it worked, so you can adjust as needed Evaluation
- 9. Build Relationships Meet wide range of individuals... Uncover Breadth of Perspectives ...and learn from each other. Promote Your Own Work Enable sharing to diverse audience Have Better Conferences Engage in real-time discussions behind the scenes Recruit More Participants If design permits, opportunities to increase sample size Find Emerging Evidence Participate in rapid knowledge exchange
- 10. Who are you targeting? Audience Put Your Ideas in a Plan For each audience type, list your objectives Objectives How will you engage with them? Strategy Depending on breadth of plan, divide and conquer Resources Measure how well it worked, so you can adjust as needed Evaluation
- 11. What do you want to share?
- 12. Who are you targeting? Audience Put Your Ideas in a Plan For each audience type, list your objectives Objectives How will you engage with them? Strategy Depending on breadth of plan, divide and conquer Resources Measure how well it worked, so you can adjust as needed Evaluation
- 13. Some Ideas for Evaluation… • Volume: Frequency count of conversations • Reach: Spread of your message • Engagement: How people interact with the content • Influence: Who is interacting?
- 14. "LIKES DON'T PUT FOOD ON THE TABLE" Definition of social media: Forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos).
- 15. Example FINDING SOLUTIONS TO QUESTIONS RAPIDLY By building a community online, you can get diverse opinions about subject matter easily
- 16. Example SHARING RESULTS WITH MORE PEOPLE, IN DIFFERENT WAYS Visual abstracts are increasingly used by journals and conferences to share new papers
- 17. Example REAL-TIME CONFERENCES AND CHATS Using a script, we can engage in a prompted discussion with people across the globe
- 19. Example PROFESSIONAL DEVELOPMENT ON A TOPIC Exploring pages and hashtags, and collating responses to better understand topic
- 20. Find Your Voice And engage in strategic spontaneity
- 21. It's doing that publically funded research, and its potential applications, a disservice." - Clayton Lamb (@ClaytonTLamb) ...SCIENTISTS ARE DEALING WITH APPLIED PROBLEMS THAT THE PUBLIC CARES A LOT ABOUT. SO WHEN SCIENCE GETS STICK IN THE CIRCLES OF ACADEMIA AND DOESN'T MAKE IT OUT TO THE PUBLIC
- 22. References Navigating your Social Media Presence: Opportunities and Challenges. Tutelman PR, Dol J, Tougas ME, Chambers CT. Navigating your social media presence: Opportunities and challenges. Clin Prac Ped Psych. 2018; 6(3): 289-298. DOI: 10.1037/cpp0000228 Using Social Media as a Research Recruitment Tool: Ethical Issues and Recommendations Gelinas L, Pierce R, Winkler S, Cohen IG, Fernandez Lynch H, Bierer BE. Using Social Media as a Research Recruitment Tool: Ethical Issues and Recommendations. Am J Bioeth. 2017 Mar; 17(3): 3–14. DOI: 10.1080/15265161.2016.1276644 Visual Abstracts to Disseminate Research on Social Media: a prospective, case-control crossover study Ibrahim AM, Lillemoe KD, Klingensmith ME, Dimick JB. Visual Abstracts to Disseminate Research on Social Media: a prospective, case- control crossover study. Ann Surg. 2017 Apr 26. DOI: 10.1097/SLA.0000000000002277
Editor's Notes
- Our current methods of knowledge dissemination and implementation are not doing too well. For example, Tutelman et al., 2018 noted the following statistics about our historical efforts to put research into practice: 86% of research evidence fails to be adopted into clinical practice (Scott et al., 2013) If it is, it is implemented with a 17-year delay (Morris, Wooding, & Grant, 2011). High volume of new literature each year: estimated that over 2.5 million new papers are published each year (Jinha, 2010)
- Audience Who are you trying to target with your research findings? Try to be as specific as possible and show that you really understand your audience and their needs (i.e. don’t just say “clinicians” – what kind of clinicians, what decision-making authority do they have, etc.?) Target audiences could include: community-based and not-for-profit organizations general public health care professionals/service providers health system administrators/managers industry/venture capital group media (print, TV, etc.) patients/consumers policy makers/legislators private sector research funders researchers
- Objectives What are you trying to achieve with your KT? You may have one overall goal, or several different goals for different aspects of your research. Here is where you may also link your research goals or objectives with your KT goals; in other words, where you operationalize your research impact. Some common KT goals include “raising awareness” and/or “promoting action”. KT goals could include: increase knowledge/awareness inform future research inform/change attitudes inform/change behaviour inform/change policy inform/change practice inform/change technology
- Your Goals Very broadly, perhaps you are interested in increasing knowledge or awareness; informing practice and/or policy changes, or future research; and/or changing attitudes or behaviours. So, to start, ask yourself: Why do you want to use social media? This is setting the objectives of your own communications plan. Here are some examples - you can add more; you can set as many as you need to accomplish all that you want to do. Keep in mind, though, that each of these objectives will need an associated audience(s), activities, and way to measure how well you did: Build/Expand Your Network: Directly access variety of people: decision-makers, non-profits, other academics and clinicians, patients and families. Because social media is free and widely accessible, you can connect with a breadth of individuals and meet key figures, engaging in real-time conversations about issues. Know people before the next meeting or conference. Keep Up-to-Date on Latest Clinical Evidence: More and more, research just published or presented is also shared via social media. Case studies can be discussed quickly and you can get new ideas for practice through these exchanges. You can easily engage in dialogue with the authors and with others in your network, without the need per se for formal meetings. Promote Your Own Research and Disseminate to a Wider Audience: You can create web-friendly visual abstracts or infographics to accompany your upcoming paper publication or talk at a conference, sharing it at the same time so that it gets more traction. Enrich Your Conference Experiences: Participate in the “conference behind the conference” - the dialogues that are happening by conference participants, and searchable using official conference titles or “hashtags”. Or, if you cannot attend, you can watch these conversations and sometimes even the live conference in real time. Recruit More Participants: Long gone are the days that you need to defend use of electronic recruitment methods. You can share links to study information and/or online measurement tools. Just be mindful of any ethical considerations and ensure that you have some communication strategies prepared for this. What are you hoping to achieve by putting your science on social media?
- Strategy What is the most appropriate way to achieve your KT goal, for your given audience? Think about the different social media tools here. Resources What do need to make this happen? Is it other colleagues? Digital design resources?
- To choose one or more social media platforms, ask yourself this question: What is it that you want to share? If you want to share information in a way that builds relationships: Facebook, Twitter, LinkedIn Can share images and videos, but these are primarily text-based platforms Twitter is good for bite-size information, networking and engaging in discussions LinkedIn is more formal and geared towards almost a living “resume” network Facebook is more informal If you want to share information visually: Instagram, YouTube If you want to curate content that reflects interests: Pinterest If you want to discuss topics on a more anonymous scale: various discussion board platforms like Reddit.
- Evaluation How will you know any of this worked? Social media comes with some built-in ways of evaluating (e.g., likes, retweets or shares, # times link is clicked, etc.)
- Volume: “It’s the number of messages about your brand, as well as the number of people talking about your brand, and track how both of those numbers change over time.” Look to tools built into the social media platforms you’re using, as well as web hosts (e.g., Facebook Insights; Twitter Analytics; Google Analytics) Reach is useful as a denominator to compare with other metrics, like engagements: # times article is clicked, # likes or retweets or shares Engagement can be defined in a number of ways, and depends on what your goals are. Do you want to generate interaction (replies, comments) or spread a message (retweets and posts)? Influence: There are services out there to help quantify influence; also interesting to look at whose messages get shared after they share yours, not necessarily by # followers alone. Sources: https://neilpatel.com/blog/essential-social-media-metrics/ https://blog.hootsuite.com/social-media-metrics/ This one has great tips for creating evaluation metrics!
- (Re)defining Social Media Typically, a lot of what we encounter as users of social media is produced passively: Content is pushed to our social media feeds, either by other users or by companies, and we absorb it to a small degree, scrolling through and clicking like to show that we saw it. Increasingly, it’s become more and more disengaged. Essentially, the user is creating content, and like throwing spaghetti at the wall, we hope that some of it sticks. In many ways, this is similar to what we’ve done with traditional ways of sharing science. We produce a poster for a conference, and hopefully get an interaction with another human being at some point, and that our bombarding of information stands up. I emphasize “create online communities” because it is where you are going to get the most value - the two-way communication between users, creating dialogue and language and shared meaning that will ultimately enhance and move a discussion forward. Remember to participate! Engage with others regularly and build a following - this will take awhile but will help you to build that steady engagement. So, if you want more networking - comment, DM, reach out to people whose work you follow, engage with people using conference hashtags! Share your science? Think of the audience on the social media platform - key demographics using each platform – and tweak message/design appropriately. Keeping up with latest research? Spend an afternoon to find key accounts to follow - journals, research groups, researchers. You can curate as you go - some won’t be as active, others won’t end up being as useful as others. But it’s professional development time well spent.
- A great example of this was for this talk! I sent out this tweet last week to get more ideas for what I had in mind, and was delighted, not 15 minutes later, to have a reply with visual abstract and link to a paper on this very topic from the Chambers lab at Dalhousie. (Thanks, Perri!) I also got a few more comments (3) and such, because of the retweets (4) and likes (13) that you see in the graphic.
- #VisualAbstracts are a simple tool to promote sharing of your science. By boiling your results into the very, VERY essential messages, we can distill our work into lay language and ensure researchers and non-researchers will want to engage with our work. Those wanting more technical details can follow the paper link. If you’re interested in doing more of these to share via social media, I’d recommend following @AndrewMIbrahim, a surgeon at University of Michigan: https://www.surgeryredesign.com/resources BMJ also publishes visual abstracts: https://www.bmj.com/content/bmj-visual-abstracts
- When I was working with the Maritime SPOR SUPPORT Unit (MSSU), we hosted a couple of these “tweetchats”, the most successful of these being held immediately after a webinar. (We’ve found that this model helps to keep conversation flowing.) You can be successful in these by, again, drafting a communications plan: in this case – Identifying who you want to target in general and then specific users/accounts to help spread the word; Creating a quick graphic that others can share This graphic has the specific hashtag that can be used to a) tag all the tweets for your chat participants; and b) help you summarize all the great points once completed. Creating a “script” with specific times attached to each tweet; you can put these in Twitter to make sure word counts are acceptable, then storing it in a Word document. Having a couple of people, if possible, help is good. One can send out the questions according to your schedule; another can help poke and prod discussion (if needed!)
- Canva.com is free and is a really great, user-friendly resource for graphic design.
- This example is how you can search conversations on social media to help inform your own practice. #HowTo Engage Patients is an open-access Google site that I made to house all of the tweets freely available under the hashtags #HowToPtEngagement and #HowNotToPtEngagement. I started following these two conversations; first, the negative, as stories were shared about examples of poor patient integration into healthcare research; this then was flipped to mention more positive experiences. As a burgeoning health research professional, I started the website initially as a way to keep all these great thoughts and blogs and references in one spot, as well as find a way to categorize into the emerging themes. But I also wanted to ensure proper acknowledgement for all the quotes, too. I was updating it about once a quarter, until the last update; the individual who started the hashtags, @couragesings, has suggested a re-tooling since the hashtag has simmered down, and so they are currently making suggestions that I can upload. (I want to contrast this activity with other activities that use social media as a source of data, especially without consent and/or using deception to procure said data. To that end,I would suggest you peruse the literature and consult your local ethics departments on these practices. One such article recently published is by Chiauzzi and Wicks (2019): Chiauzzi E1, Wicks P#1. Digital Trespass: Ethical and Terms-of-Use Violations by Researchers Accessing Data From an Online Patient Community. J Med Internet Res. 2019 Feb 21;21(2):e11985. doi: 10.2196/11985.
- What’s your voice? Your online brand? Spontaneity but always considering the voice Consider yourself and your online presence as a “brand”, and be strategic. Personalize how you say things, how you share things. These platforms allow for a bit of personality to shine through, so don’t be afraid to do that.
- Positive correlation between social media engagement and traditional ways that we have measured scholarly activity (Pascoe, 2018); this is important, as there is less time to see when the paper reaches people and is cited in other publications - as opposed to waiting for that year or two for the publications to accumulate We need to do better to share our work and ensure that it is used to improve decision-making in practice, and healthcare policy development. One such method can be the use of social media to share our science.
- Additional Resources You Can Check Out: Five Ways Scientists SHOULD Be Using Twitter: http://hellophd.com/2017/03/069-5-ways-scientists-twitter The Benefits of Twitter for Scientists https://www.americanscientist.org/blog/macroscope/the-benefits-of-twitter-for-scientists Twitter Newbie? A Scientist’s Guide https://tipbox.abcam.com/twitter-newbie-a-scientists-guide/