The document summarizes a study that explored mammographers' perspectives on using social media to engage with breast screening clients. Workshops with 85 mammographers identified barriers like ensuring accurate information, finding time, and varying trust policies. The top 4 barriers related to accurate information, time constraints, legal implications, and trust support. Participants generated solutions like social media policies, training, and evaluating benefits. Some mammographers then used social media to communicate with clients, and workshops may be repeated for staff development.

1. A mammographer-led on-line information service for breast
screening clients: exploring the professional’s perspective
References
1. DoH (2012) The Power of Information: putting all of us in control of the health and care information we need [available at] https://www.gov.uk/government/publications/giving-people-control-of-the-health-and-care-information-they-need
2. Ofcom (2015) Adults’ Media Use and Attitudes Report [available at] http://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/media-lit-10years/
3. Grajales III FJ, Sheps S, Ho K, Novak-Lauscher H, Eysenbach G. (2014) Social Media: A Review and Tutorial of Applications in Medicine and Health Care. J Med Internet Res;16(2):e13 DOI: 10.2196/jmir.2912
C.Hilla, L. Robinsonb, M.Griffithsb, C.Mercerb, B.Scraggc, S. Shaikha, G. Shiresa, J Stein Hodginsd, J. Taylore, C.Ureb, J.Wrayb
Further details contact l.robinson@salford.ac.uk
Background
• Social Media (SoMe) is any on-line space that permits users to
interact and share information. Examples include: Facebook,
Twitter and Pinterest as well as more traditional website user
forums
• NHS communication strategy1 advocates using SoMe to
improve communication between patients and health
professionals
• Ofcom data2 show SoMe usage is increasing in females 35-64
years: up to 80% of 35-44 year-olds having a SoMe profile
making it the ideal client group to engage through SoMe
• Research3 suggests health professionals may be apprehensive
about using SoMe to talk to patients
Funding acknowledgement: The WoMMeN team would like to thank the College of Radiographers Industrial Partnership Scheme (CoRIPS) for funding the project
Discussion
Most attendees believed SoMe offers exciting opportunities to engage differently with breast screening clients, however:
• At least 20 barriers were generated from each workshop
• Barriers fell into two broad themes: (1) WORKING WITHIN BOUNDARIES and (2) SUPPORT FROM TRUSTS
• The top 4 barriers from all combined workshops are detailed in fig 3
Recommendations
• A wide range of solutions were generated by participants. The most frequently suggested were:
o Need for some Trusts to develop enabling SoMe communication policies and on-line communication skills training
o Support and guidance from professional body regarding SoMe use and medico-legal issues
o A robust evaluation of the benefits of SoMe is needed to justify its use in the breast screening context
Outcomes
The workshops were evaluated as highly successful and enjoyable by participants. As a result, some participants have developed their own
on-line spaces to communicate with women following the workshops. The team have been approached directly to repeat the workshops as
staff development events. The team also recommends the workshops are disseminated to a wider radiography audience.
Research Questions
1. What are the barriers for radiographers using SoMe to engage with the
public?
2. What actions are required to overcome these barriers?
Method
• Four practitioner workshops were held in London, Nottingham,
Manchester and Leeds
• Participants comprised 85 volunteers recruited via invitation to NHS BSP
screening centres across England (figs 1 and 2)
• A Nominal Group Technique (NGT) was used to capture and rank
concerns
• NGT combines group construction of themes, followed by individual
participant ranking of these themes into order of importance. This
approach helps to determine the strength of feeling about each theme
• The top 4 concerns were reflected back for practitioners to identify
solutions
Fig 2. Position/role of participantsFig 1. Distribution of participants
Fig 3. Four Top-ranked Barriers
1) Making sure information is correctly
presented and factually correct
2) When would we do it? Would there be
time to do it in work?
3) Accountability and responsibility of
individuals posting on the site - also legal
and professional implications
4) Support from Trusts and discrepancies
between the SoMe policies of different
Trusts
Outcomes from Workshops
(a) The Nightingale Centre; (b) The University of Salford; (c) East Lancs Breast Screening Service; (d) Bolton Breast Unit; (e) Patient Representative
0 2 4 6 8 10 12 14
National Programme Manager Breast Screening
Specialist Adviser (CQC)
Training Manager
Education Manager
Practice Educator Radiography
Associate Professor / Pg Programme Director
Deputy Superintendent Radiology Manager
Breast Screening Programme Manager
Breast Unit Manager
Principal Radiographer
Superintendent Radiographer
Deputy Superintendent Radiographer
QA Radiographer
Senior Radiographer
Specialist Radiographer
Advanced Practitioner
Mammographer/Radiographer
Assistant Practitioner
Health Promotion Specialist
Health Promotion Officer
Breast Imaging Lecturer
Team Leader
Admin Team Leader
Office Manager
Operations Manager
Online Communications Administrator
Coverage of Work Role
KINGSTON LEEDS NOTTINGHAM SALFORD