review results in 140 characters or less: using social media to link decision makers to evidence
DESCRIPTION
Presented May 9, 2012 during Oral Session 3 of the 2012 Cochrane Canada SymposiumTRANSCRIPT
Review results in 140 characters or less
Using social media to link decision makers to evidence
Heather Husson Kara DeCorby
Maureen Dobbins
Who are we?
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.ca
ASSESSMENTS
PROFESSIONAL DEVELOPMENT & EDUCATION CUSTOMIZED SUPPORT
& CONSULTATION
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
Maureen Dobbins Scientific Director Tel: 905 525-9140 ext 20455 E-mail: [email protected]
Kara DeCorby Administrative Director Tel: (905) 525-9140 ext. 20461 E-mail: [email protected]
Lori Greco Knowledge Broker
Heather Husson Project Manager Tel: (905) 525-9140 ext. 20462 E-mail: [email protected]
Lyndsey McRae Research Assistant
Robyn Traynor Research Coordinator
The Health Evidence Team
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 evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
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 2012
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
Health Evidence Review
18%
Health Evidence Summary
6%
Health Evidence General Promotion
16% Health Evidence SlideShare Page
16% Health Evidence YouTube Page
3%
Educational Opportunity
(external org) 16%
Resource (external org)
16%
General Public Health Information
9%
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 evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
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 Study's #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 ReTweets
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
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 Tweet
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
Writing Tweets Cochrane Review Title Tweet
Antenatal breastfeeding education for increasing breastfeeding duration (Lumbiganon 2011)
Peer counselling found to increase #breastfeeding initiation, but more studies needed http://goo.gl/j2EwB
Transtheoretical model for dietary and physical exercise modification in weight loss management for overweight and obese adults (Tuah et al 2011)
#Transtheoretical model with combo of other interventions found to result in minimal #weightloss in obese adults http://goo.gl/uuDA6
The effect of vitamin D on falls: A systematic review and meta-analysis (Murah et al 2011)
#VitaminD combined with #calcium reduces risk of falls in the elderly http://goo.gl/KbICt
Intermittent iron supplementation for reducing anaemia and its associated impairments in menstruating women (Fernández-Gaxiola et al 2011)
Intermittent #iron supplementation less effective than daily in reducing #anaemia in menstruating women http://goo.gl/xen8U
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
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 evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
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
SlideShare www.slideshare.net/HealthEvidence,
created January 2011
26 presentations posted
7,962 total views
54 total downloads
3 followers
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
3.2%2.3%
3.4%
7.9%
1.3%1.1%
600062506500675070007250750077508000
SlideShare Views, per Week
Most Popular Slides Child / Family Health Program Planning in Public
Health: What's 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 evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
SlideShare – Lessons Learned
Minimal effort required
Cross-promotion is effective
Tag uploads to improve findability
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
YouTube
www.youtube.com/healthevidence, created May 2010
7 videos posted to date
1,121 total views
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
2.31% 1.47%
0.48%
4.23% 0.55% 0.64%
940960980
1000102010401060108011001120
Total YouTube Views, per Week
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 evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
YouTube – Lessons Learned
Minimal exposure / interest
To optimize, post ready-made content (e.g., re-purposed content) vs. creating new videos
Cross-promotion is effective
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
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 & YouTube
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012
Questions? Contact us!
Review results in 140 characters or less: Using social media to link decision makers to evidence 10th Annual Cochrane Canada Symposium, May 9, 2012