An interactive Twitter workshop providing participants with the tips and tools you need to use Twitter to share your research with a larger audience.

1. Twitter Basics Workshop
Presented by:
Northwestern University Feinberg School of Medicine
Office of Communications

2. Overview
What Can Twitter
Do For You
How to Tweet Why You Should Tweet
• Join Twitter
• Send Tweets
• Follow others
• Share
• Participate
• Engage
• Manage
• Important
concepts
• Dissemination
examples
• Media outreach

3. Joining Twitter

4. Joining Twitter
Your full name and username
(or handle are public), while
your email is kept private and
only used for notifications.

5. Creating your Twitter profile
• Unique user handle
• Clear & concise profile description
• Background image
• Display picture
• Accurate Location

6. Anatomy of a Tweet

7. Twitter Terminology
Favorite
Favorites are most commonly
used when users likea Tweet.
Favoriting a Tweet can let the
originalposter know that you
liked their Tweet, or you can
save the Tweet for later.
Retweet
A Tweet that you forward to your
followers is known as a Retweet.
You can use our built-inRetweet to
simplyforward the content, or add
in a comment of your own.
Reply
You can join the conversation
on Twitter by replying to
others and mentioningthem
in your own Tweets.

8. Feinberg Social Media Guidelines
 Be responsible and informed: Any published content or accounts are subject to the
policies of the University.
 Be transparent: Avoid screen names or anonymity. Identifying yourself can provide
authenticity and value to your online contributions.
 Be respectful: Carry the professional norms of any Feinberg office or function onto the
social media platforms. Encourage feedback and two-way communication.
 Respect other’sprivacy: Do not reveal other people’s private information. Avoid
tagging photos with individuals’ names without approval.
 Add value: Contribute your observations, experiences, and opinions related to topics
you are passionate about and understand well; cite your sources and separate
opinions from facts.
 Ask for advice: Unsure if a post is appropriate? Ask us for advice!

9. Iceberg Tweets

10. Example of An Iceberg Tweet

11. Example of An Iceberg Tweet

12. Example of An Iceberg Tweet

13. Using Twitter Data

14. Using Twitter Data

15. Twitter Timeline

16. Who to Follow: Stakeholders
Patients Clinicians Healthcare
Providers
Payers
Policymakers Industry Researchers Funders

17. Who to Follow: Influencers
http://www.symplur.com/healthcare-hashtags/

18. Who to Follow: Twitter Suggestions

19. Who to Follow: Twitter Lists

20. Who to Follow: Twitter Lists

21. “Social media
is like a cocktail
party”
David Meerman Scott
Online Marketing Strategist

22. What Can You Do?
• Links to journal articles
• Relevant news
• Behind the scenes
Share
• Twitter Chats
• Twitter Journal Club
• Conference Hashtags
Participate
• Answer questions
• Crowdsource resources
• RT, Reply, Favorite others
Engage

23. Share
Pareto Principle Broccoli vs. Cheese

24. Share
411 Rule Burrito Principle

25. Participate
http://www.symplur.com/healthcare-hashtags/

26. Participate

27. Participate

28. Engage

29. Manage

30. Thought Leadership:
An individual or firm that prospects,
clients, referral sources, intermediaries
and even competitors recognize as one
of the foremost authorities in selected
areas of specialization, resulting in its
being the go-to individual or organization
for said expertise.

31. The Long Tail
“Our culture and economy is increasingly
shifting away from a focus on a relatively
small number of ‘hits’ (mainstream
products and markets) at the head of the
demand curve and toward a huge
number of niches in the tail.”

34. Use of Social Media by Health Policy Researchers

36. Paper Dissemination on Twitter
What did we do?
• Received notice of upcoming
publication 4 weeks in advance.
• Crafted a series of tweets after
reading the paper.
• Shot video interview with researcher.
• Identified relevant keywords and
hashtags to use.
• Created a list of individuals and
organizations to mention.
• Drafted potential list of journalists to
reach out to.
How did we do it?
• Asked for paper draft, press release
info and embargo date.
• Looked beyond results section of the
paper.
• Asked researcher to explain paper
for a lay audience.
• Used Twitter Advanced Search and
other tools
• Included co-authors, affiliated inst,
orgs mentioned in paper.
• Found individuals who had
previously covered the topic.

37. Tracking link to paper via Bit.ly

38. Paper Views & Downloads

39. Paper Dissemination on Twitter
Wins
• Researcher’s own department used our
tweets.
• AcademyHealth RT us.
• A Politico.com reporter mentioned
paper in daily brief.
• JAMA Editor used our wording in his
tweets about the paper.
Lessons Learned
• Need to coordinate with all parties
involved.
• Researcher suggested sending direct
tweets to more media and thought
leaders next time.
• Researcher suggested timing tweets
about the paper next time policy
announcements are made.

40. Engage
59%
of journalists are on
Twitter
What journalists want
• Information that is timely and
relevant
• Readily sharable information
• A resource when they have
questions
• Anything that saves time

41. New NIH Biosketch
• Social commentary (such as Twitter) serves only to supplement
other metrics of impact
• Consider using tweets only if they highlight extraordinary
dissemination to a stakeholder group or by prominent
organizations
• Example: "The 4 papers describingthis work were referredto by news
media outlets 24 times; tweeted 13 times worldwide, includingtweets
from the National Cancer Institute, and commented on 8 times in PubMed
Commons."
• For more ideas on writing about your impact in the new NIH
Biosketch visit: http://galter.northwestern.edu/news/writing-
about-your-impact-in-the-new-nih-biosketch

42. Twitter to Tenure:
7 Ways Social Media Advances My Career
• Media Interviews
• Workshop Presentations
• Lecture Invitations
• Committee Invitations
• Grant Opportunities
• Dissemination
Vinny Arora, MP, MPP (@FutureDocs)
Director of GME Clinical Learning
Environment Innovation and Assistant
Dean of Scholarship & Discovery
Pritzker School of Medicine
University of Chicago

43. • Feinberg SchoolofMedicine Social Media Guidelines
• Social media workflow map
• Symplur–Thehealthcare Hashtag Project
• Bitly –URLShortener
• Hootsuite –Social Media Management Tool
• Twitter toTenure: 7wayssocial media advances
mycareer
Resources

44. Contact Us!
Amanda Mozer @NUCATSInstitute
Marketing and Communications Coordinator, NUCATS Institute
amanda.mozer@northwestern.edu
312-503-2229
Amber Bemis @NUFeinbergMed
Communications Specialist, Feinberg Office of Communications
amber.bemis@northwestern.edu
312-503-1246
Roger Knight @nu_ipham
Marketing & Communications Specialist, IPHAM
rknight@northwestern.edu
312-503-5496
Jennifer Bowker @LurieCancer
Manager of Communications, Robert H. Lurie Comprehensive Cancer Center
J-bowker@northwestern.edu
312-695-0502

45. Questions?
#FSMtweets