Review results in 140 characters or less: Using social media to link decision makers to evidence

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Presented May 9, 2012 during Oral Session 3 of the 2012 Cochrane Canada Symposium

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Review results in 140 characters or less: Using social media to link decision makers to evidence

  1. 1. Review results in140 characters or less Using social media to linkdecision makers to evidence Heather Husson Kara DeCorby Maureen Dobbins
  2. 2. Who are we? PROFESSIONAL DEVELOPMENT ASSESSMENTS & EDUCATION CUSTOMIZED SUPPORT & CONSULTATION A SEARCHABLE ONLINE REGISTRY of quality-rated review literature to support evidence-informed decision making in public health >2,600 reviews in 22 topic areas >5,300 registered users Electronic tailored messages sent to registered users monthly www.health-evidence.caReview results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  3. 3. The Health Evidence TeamMaureen Dobbins Kara DeCorby Heather HussonScientific Director Administrative Director Project ManagerTel: 905 525-9140 ext 20455 Tel: (905) 525-9140 ext. 20461 Tel: (905) 525-9140 ext. 20462E-mail: dobbinsm@mcmaster.ca E-mail: kdecorby@health-evidence.ca E-mail: hhusson@health-evidence.ca Lori Greco Robyn Traynor Lyndsey McRae Knowledge Broker Research Coordinator Research Assistant
  4. 4. Overview  Promoting use of research evidence via social media:  Twitter  SlideShare  YouTube  6-week log of pageviews and click trends (Feb 28 - Apr 9, 2012)Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  5. 5. Twitter  @HealthEvidence, created July 2009  1,776 tweets  ~ 4.4 tweets posted per day  1,536 followers  326% increase in 2011, representing ~ 70 new followers each month  ~ 100 new followers each month in 2012Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  6. 6. General Public Health Information 9% Health Evidence Review 18% Resource (external org) Health Evidence 16% Summary 6% Educational Health Evidence Opportunity General Promotion (external org) 16% 16% Health Evidence SlideShare Page 16% Health Evidence YouTube Page 3%Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  7. 7. Twitter – Click Trends  6.3 clicks per Tweet (with a link)  45.6% Canadian  20.6% using a mobile device  45.9% of Tweets are ReTweeted (61/133)  2.4 ReTweets per Tweet (147/61)  24.1% of Tweets are ‘Favourite’d (32/133)Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  8. 8. Most Popular Tweets  Canada releases its first #PhysicalActivity Guidelines for the 0-4 age group! http://goo.gl/ajUxq @MacHealthSci prof is a co-author  34 clicks, 7 ReTweets, 4 favourites  The POWER Studys #SocialDeterminants of Health and Populations at Risk chapter is now available! http://goo.gl/QkLct  33 clicks, 6 ReTweets  #Antioxidant supplements not found to prevent #mortality, some may increase it http://goo.gl/dhHlH  31 clicks, 6 ReTweetsReview results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  9. 9. Increasing Access to Reviews  User access to ‘Tweeted’ review evidence 91% E.g., Cochrane review Tweeted April 2nd Can Resp. Hlth improve by remediating buildings damaged by dampness & mould? Our Featured Review checks the evidence: http://goo.gl/IuI3f  Posted to site in Nov’11  3 views in 6 wks prior to Tweet  29 views in 6 wks post TweetReview results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  10. 10. Writing Tweets Cochrane Review Title Tweet Antenatal breastfeeding education for Peer counselling found to increase increasing breastfeeding duration #breastfeeding initiation, but more studies (Lumbiganon 2011) needed http://goo.gl/j2EwB Transtheoretical model for dietary and physical #Transtheoretical model with combo of other exercise modification in weight loss interventions found to result in minimal management for overweight and obese adults #weightloss in obese adults (Tuah et al 2011) http://goo.gl/uuDA6 The effect of vitamin D on falls: A systematic #VitaminD combined with #calcium reduces review and meta-analysis risk of falls in the elderly http://goo.gl/KbICt (Murah et al 2011) Intermittent iron supplementation for reducing Intermittent #iron supplementation less anaemia and its associated impairments in effective than daily in reducing #anaemia in menstruating women menstruating women http://goo.gl/xen8U (Fernández-Gaxiola et al 2011)Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  11. 11. Twitter – Lessons Learned  Use a URL abbreviator to generate analytics (e.g., goo.gl – login to track)  Informal scan sufficient to see what Tweets get most clicks  Enables assessment of your followers (e.g., country of access, using mobile devices, ReTweet patterns)Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  12. 12. Twitter – Lessons Learned Post at consistent frequency Engage in conversations  E.g., we ‘@’ a user/group with info relevant to a Tweet they have posted Be helpful & informative - be ‘the source’ of info in your topic area  E.g., we posted definitions to research terms across 1 month ReTweet others relevant to your audience  E.g., we RT PHAC, Cochrane, NCCPHs, PHAs Use #hashtags  E.g., we have developed a ‘bank’ of public health relevant terms
  13. 13. SlideShare  www.slideshare.net/HealthEvidence, created January 2011  26 presentations posted  7,962 total views  54 total downloads  3 followersReview results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  14. 14. SlideShare Views, per Week 8000 1.1% 7750 1.3% 7500 7.9% 7250 7000 3.4% 2.3% 6750 3.2% 6500 6250 6000Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  15. 15. Most Popular Slides  Child / Family Health Program Planning in Public Health: Whats the Evidence (517 views since posting Feb’12)  Evidence-Informed Public Health Decisions Made Easier: Take it one Step at a Time (583 views since posting Jun’11)  health evidence.ca: A Canadian resource facilitating access and use of review-level evidence (618 views & 7 downloads since posting Feb’11)Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  16. 16. SlideShare – Lessons Learned  Minimal effort required  Cross-promotion is effective  Tag uploads to improve findabilityReview results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  17. 17. YouTube  www.youtube.com/healthevidence, created May 2010  7 videos posted to date  1,121 total viewsReview results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  18. 18. Total YouTube Views, per Week 1120 1100  0.64%  0.55% 1080  4.23% 1060  0.48% 1040  1.47% 1020  2.31% 1000 980 960 940Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  19. 19. YouTube • Traffic sources: • 44.2% from YouTube or Google searches • 57.8% from direct links (e.g., Twitter, www.health-evidence.ca) • 2 favourites (0 likes, 0 shares, 0 comments) • 68.3% Canadian (10.9% US)Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  20. 20. YouTube – Lessons Learned  Minimal exposure / interest  To optimize, post ready-made content (e.g., re-purposed content) vs. creating new videos  Cross-promotion is effectiveReview results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  21. 21. Summary  Twitter increases access to reviews on www.health-evidence.ca  Cross-promotion of social media outlets via Twitter increases views on SlideShare and YouTube  Tagging content to optimizes findability  #hashtags in Twitter  Tags associated to presentations & videos in SlideShare & YouTubeReview results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012
  22. 22. Questions? Contact us!Review results in 140 characters or less: Using social media to link decision makers to evidence10th Annual Cochrane Canada Symposium, May 9, 2012

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