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Using social media to reach out

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My presentation and workshop at the General Practitioner Academic Clinical Fellow Conference 2018 in Oxford.

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Using social media to reach out

  1. 1. Using social media to reach out #gpacf18 Dan Richards-Doran MCIPR Communications Manager, Nuffield Department of Primary Care Health Sciences, University of Oxford @_DanRichards | @OxPrimaryCare National GP ACF Conference, 13 April 2018 PLANNING FOR SUCCESS
  2. 2. Social media - why bother? • Scientists are a trusted voice for people without a background in science • Connects you with your research community • Supports the generation of impact* and broader communications activity • “Scientists need to: be more prominent communicators, communicate more strategically”** *Liang X et al (2014). Building Buzz: (Scientists) Communicating Science in New Media Environments. Journalism and Mass Communication Quarterly. **UK House of Commons Science & Technology Committee
  3. 3. Social media toolkit What’s the plan?
  4. 4. Planning: 5 key considerations Objectives Audiences Messages Strategy and tactics Measurement
  5. 5. A brief 30 second intervention, with a referral to a community weight-loss group, can help people to loose more weight compared to those who did not get a referral.
  6. 6. What are your objectives?
  7. 7. Objective setting There are three main types of communication objective: Awareness raising Attitude change Behaviour change
  8. 8. Objective setting Awareness raising • Raise awareness with UK health professionals that the BWeL study has found a brief intervention for weight loss that can be effective, takes little time, and the patients welcome it. • Make patients aware that they can ask their doctor for advice about weight loss.
  9. 9. Objective setting Future impact of the communications activity: - Support future work to implement study findings in medical education and GP assessments by achieving national media coverage of the study findings.
  10. 10. Who are the audience?
  11. 11. The public are publics
  12. 12. GPs CCGs Guideline developers Overweight & obese Friends & family Providers Charities Medical educators Campaigners Media Professional bodies
  13. 13. Key public Intervening Influentials Wilson, L. (2005). Strategic program planning for effective public relations campaigns. Dubuque, IA: Kendall/Hunt.) Segmenting our stakeholders Get the message to Pass the Message on Get onboard to ensure success
  14. 14. GPs CCGs & policy Professional bodies Overweight & obese people Friends & family Charities Medical educators Campaigners Media Key public Intervening Influentials Wilson, L. (2005). Strategic program planning for effective public relations campaigns. Dubuque, IA: Kendall/Hunt.) Segmenting our stakeholders Other researchersFunder
  15. 15. Wait right there – do you have enough insight? • Risks and issues • Limitations of research • Opportunities to hook your work onto e.g. national awareness raising week. • What do your key audience already think, feel, do?
  16. 16. What’s your story?
  17. 17. Message development • Develop some good sound bites • Cut the jargon and consider your conversational style • Keep it brief • Rewrite your messages for different social media platforms so you can roll them out at a moment’s notice (brief, short, medium, long-form) • Consider whether you need ethical approval
  18. 18. Message development • Ensure messages are punchy, informative, accurate and robust. • Be specific, not vague “More than half of patients (52%) found that…” “The majority of patients (81%) responded well…”
  19. 19. Messages to address issues of concern “80% of patients report that the conversation is both appropriate and helpful…”
  20. 20. How will you get your message to your audience?
  21. 21. Strategy and tactics • Appropriate and measurable • Within budget and time constraints • Deliver on objectives • Don’t be afraid to get creative.
  22. 22. GPs CCGs & policy Professional bodies Overweight & obese people Friends & family Charities Medical educators Campaigners Media Key public Intervening Influentials Wilson, L. (2005). Strategic program planning for effective public relations campaigns. Dubuque, IA: Kendall/Hunt.) Targeting on social media Other researchersFunder
  23. 23. E.g. How do we reach other GPs? Where do your audience go? • Twitter or institutional website and newsletter • Trade press - PULSE, GPOnline etc • Via professional bodies (RCGP) or local healthcare networks (CCG, NHS Trust, NIHR CRN) • Other influencers on Twitter and word-of-mouth • Events – face-to-face networking builds relationships
  24. 24. What will other GPs react to? • Article in a broadsheet • Article in a trade magazine • Tweet from institution, CCG, Trust • Blog post from researcher or news item on institutional website • Clinical guideline/CPD resource • Webinar hosted by CCG or other reputable local group • Infographic – are they detailed enough?
  25. 25. Strategy for BWEL: • Broad media coverage • Utilise buzz generated through media coverage to directly engage with key audiences via social media • Develop online content relevant to our audience needs and seed it across the right social media platforms
  26. 26. Tactics: • Create the buzz • National & trade press release • Reinforce with extra content • Online news article and blog post • Infographic or factsheet for clinical CPD • Leverage content on social media • Reach out to health professionals via relevant groups • Target charities and campaign organisations with copy and social media content for FB and Twitter
  27. 27. Use the right tools to get the right content to the right audience
  28. 28. Don’t forget to promote your research article! Depending on your audience, your academic paper is going to be the most appropriate form of content to share on social media
  29. 29. Is it working?
  30. 30. Measurement • Measure OUTPUTS and OUTCOMES • Outputs: Number of news articles, retweets. How will you measure these? • Outcomes: Real world impact – e.g. a charity has incorporated your evidence into their campaign.
  31. 31. Social media - what to monitor • Audience engagement: is your audience interacting with your content? • Impressions: how many people see your tweets on their timeline? • Audience profile: Do you have a relevant audience? • Audience size and reach: What is your follower count and potential reach?
  32. 32. Altmetric: article-level metrics
  33. 33. • 141 news stories • 718 tweets linking to Lancet paper: Audience = 1.4 million • Infographic: 335k impressions BWEL study media outputs
  34. 34. Social media – play the long game It’s about life-time value, not a quick win
  35. 35. Thank you! Slides available on Twitter: @_DanRichards
  36. 36. Over to you: what’s your plan? CONSIDER: Audience – who do you want to reach? Objectives – What do you want them to do? Messages – What are you going to say? Strategy and tactics – What is your approach? How will you do it? Measurement – What does success look like?
  37. 37. Images: Pixabay, Freepik

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