use of social media (and digital features) to maximise the...
TRANSCRIPT
CarolineHalford,AdisPublishingManagerMedComms NetworkingEvent,1March2017www.MedCommsNetworking.com
Useofsocialmedia(anddigitalfeatures)tomaximisetheimpactofyourresearch
Readerhabitsarechanging
• Medicalliteratureisnowpredominantlyreadonline
• 99%desktop/laptop
• 84%smartphone
• 54%tablet
• “Nobodyreadsajournalfromcovertocoveranymore”– quotefromAdisjournaleditorialboardmembers
• ThewayHCPsareaccessingthemedicalliteratureischanging:
• PubMed
• Publishinginaspecificjournalisnotgoingtoguaranteethatyourworkwillreachyourtargetaudience
• Discoverabilityisnowkey!
SMPPEU2017:GavinSharrockpresentation:Extendingthereachofpublications
Readerhabitsarechanging
“40%ofmillennials alreadyturntosocialmediaforanyhealth-relatedpurpose.Social
mediasatisfiesmillennial’s desireforcommunityandconvenience,quick,on-demand
accessacrosstheirdevices,andcontrolofhowoftentoengageandwithwhom.
They’redrawntosocialmediabecauseitgivesthemaplatformtoreachtheirpeers
andavoiceacrosstheirnetwork”
TarenGrom,Editor,Pharma Voice
http://www.pharmavoice.com/article/2017-1-millennials/I
Journalsareincreasinglylookingtosocialmediatodriveconversationswithinthemedicalcommunity
“Socialnetworksaresitesthataremoreheavilyweightedbythespiders(webcrawlers),sositeslikeLinkedIn,Twitter,FacebookandGoogle+willappear
earlierinsearchresults,manytimesmuchhigherthanyouruniversityororganization’ssites.Themoreactivelyinvolvedyouareinsocialnetworking,themorepeoplewillseewhatyouwantthemtoseewhentheysearchforyouoryour
relatedcontent(likeyourbooks,journals,organizations,etc.).”https://www.springer.com/gp/authors-editors/book-authors-editors/book-authors-helpdesk/online-tools-social-media-for-authors/3340
PLOSOnearticle(2013)showedthatsocialmediapromotiondidleadtoincreaseddownloads
RandomizedtrialinCirculation (2014)foundnoincreaseinreadership whensocialmediawasusedaspromotionaltool
Cansocialmedialeadtoincreaseddownloads?
http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0068914http://circ.ahajournals.org/content/early/2014/11/17/CIRCULATIONAHA.114.013509.abstract
Eysenbach G.CanTweetsPredictCitations?MetricsofSocialImpactBasedonTwitterandCorrelationwithTraditionalMetricsofScientificImpact.JMedInternetRes.2011;13(4):e123.
• AnalysisofalltweetscontaininglinkstoarticlesintheJournalofMedicalInternetResearch(JMIR)between2009and2010
• Results:“Tweetscanpredicthighlycitedarticleswithinthefirst3daysofarticlepublication.”
• “Socialmediaactivityeitherincreasescitationsorreflectstheunderlyingqualitiesofthearticlethatalsopredictcitations”
OrtegaJL.‘Twittercanhelpwithscientificdisseminationbutitsinfluenceoncitationimpactislessclear.LondonSchoolofEconomicsandPoliticalScience.2017[Blog]
• 166articlesfrom76Twitterusersand124fromnon-Twitteruserswereanalysed.
• Results:papersfromTwitterusersare33%moretweetedthandocumentsofnon-Twitterusers.
• “ParticipationonTwitteraffectsthedisseminationofresearchpapers,andinconsequence,itindirectlyfavoursthelikelihoodthatacademicoutputsbeingcited”
Cansocialmedialeadtoincreasedcitations?
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3278109/http://blogs.lse.ac.uk/impactofsocialsciences/2017/01/11/twitter-can-help-with-
scientific-dissemination-but-its-influence-on-citation-impact-is-less-clear/
Examplesofhowsocialmediahas
contributedtoimpactofarticles
publishedinAdisjournals
Eat,sleep,share,repeat:thepowerofpersistence
110 shares
1.4k down-loads
Socialmediafactorsthatcontributedtothereachofthearticle
• Thearticlehasbeensharedmorethan100times…MostlyfromProf. Varrassihimself!
• Prof. Varrassi’s strategy:
• Taggingrelevantassociations
• Rewordinghistweetsslightlyeachtime,butstillreflectingthereviewcontent
• Repeatingdailyorweekly
• SpikesindownloadscorrespondedwithhisTwitteractivity
• Sixarticlespublishedatthesametime
• TheAdisjournalteamsenteachsetofauthorsthesameguidanceonsocialmediatomaximiseimpact
• ThreeofthesixgroupsofauthorsusedTwittertodisseminatetheirwork
• ThosethatusedTwitterreceivedanimmediateboosttodownloadsandshares(hundredsofdownloadsvstens)
• However,inthelongterm,theimpacthasevenedout
Authorspromotingworkonsocialmediawithinfirst30daysofpublicationcanprovideaninitial‘hit’ofimpact
JLOrtega:Twittercanhelpwithscientificdisseminationbutitsinfluenceoncitationimpactislessclear• 4,166articlesfrom76Twitterusersand124non-Twitteruserswereanalysed.
• PlumX Analyticsusedtocountthenumberoftweetsadocumentreceives
• Scopuswasusedtoextractcitationnumbers.
• AmanualsearchwasdonetodistinguishauthorswithahandleonTwitter
• ResultsshowedthatpapersfromTwitteruserscouldbeonaverage33%moretweetedthandocumentsofnon-Twitterusers (Twitterusersmean=2.33tweetsperpaper;non-Twitterusersmean=1.75).
• “ParticipationonTwitteraffectsthedisseminationofresearchpapers,andinconsequence,itindirectlyfavoursthelikelihoodthatacademicoutputsbeingcited”
OrtegaJL.‘Twittercanhelpwithscientificdisseminationbutitsinfluenceoncitationimpactislessclear:http://blogs.lse.ac.uk/impactofsocialsciences/2017/01/11/twitter-can-help-with-scientific-dissemination-but-its-influence-on-citation-impact-is-less-clear/
Inthelong-term(2years),thearticlesallgainedimpact
Articletitle Shares Citations Downloads
AntimicrobialStewardshipfromPolicytoPractice:ExperiencesfromUKAntimicrobialPharmacists
36 1 820
AntimicrobialStewardshipintheER 31 2 1000
AntimicrobialStewardshipwithPharmacistIntervention…inSouthAfrica
27 3 526
AntimicrobialStewardship…inAustralianHospitals 4 4 602
ConsiderationsAboutAntimicrobialStewardshipinSettingswithEpidemicExtended-Spectrumβ-Lactamase-ProducingorCarbapenem-ResistantEnterobacteriaceae
4 6 739
ImpactofAntimicrobialStewardshipProgram(ASP)onOutcomes…inanAcute-TertiaryCareHospital
2 2 400
http://link.springer.com/journal/40121/4/1/suppl/page/1
Multichannelapproachescanbeeffectiveindrivingimpact
45 shares
8.6k down-loads
40 cites
Socialmediafactorsthatcontributedtothereachofthearticle
Press release by author institution
Bloggers
Authors tweeted (which was RT by their peers)
KOL shared on Facebook
Wehaveseenmanyotherexamplesofthemultichannelapproachhelpingmaximisereach
Video documentary and press release
Press release detailing Q3 financials (citing the below-mentioned review
within it)
Press release detailing plans for next phase of clinical development (citing
the previously published research within)
Author blog, Tweets, Google+, Facebook, videos
Ashorttitlecontainingthekeyresultscanincreaseimpact(encouragessocialsharing,downloads,andcitations)
Anotherexampleofhowacatchytitlehashelpedextendthereachofanarticleonsocialmedia
http://link.springer.com/article/10.1007/s40263-016-0370-3
60 shares
5.3k down-loads
4 cites
*Andahottopic
Theperfectstorm:multichannelapproach,‘digestable tweets’,coordinatedtiming,hashtags,digitalfeatures
3.8k down-loads
139 shares
Multiplechannelsdrivingimpact
Press releases
Video abstract with the press release (and published with the
article)
Simultaneous publication alongside the DIA Biosimilars congress 2016
Socialmediastrategysharingkeydata,attherighttime,withhashtagsandinfographics
Disseminatingyourdatainnewformatscanalsoincreaseimpact
• ResearchbyGavinSharrockofWiley(ISMPPEU2017):DifferenttypesofHCPhavedifferentreadershipneeds
• Fulltext;or
• Infographics;or
• Digitalfeatures
• QualitativeresearchbytheAdisDrugEvaluationteam:HCPshavelittletimetobrowse
• Lookingforkeypointsofeacharticle,quickly
• Easy-to-understandfiguresandtablesarekey
• Manyjournalsarenowrecognisingthis,andpublishingdigitalfeatures– whichareidealforsharingonsocialmediaplatforms
http://thescientistvideographer.com/wordpress/do-video-abstracts-increase-the-impact-of-scholarly-articles/
Candigitalfeaturesincreasetheimpactofmedicalresearch?
• Taylor&Francis:“Videoabstractscanhelptoengagereadersandmayleadtoincreasedusageandcitation”
• Elsevier:“[Audioslides]enableauthorstopromotetheirworkandsummarizetheirmainfindingsintheirownwords;[and]helpreadersquicklydeterminetherelevanceofanarticle”
• TheAdvancesinTherapybiosimilars articlecertaingainedaboostfromtheinfographicsandvideosattached.Otherdigitalfeatureshavereceivedhighdownloads
• ScottSpicer’sresearch(fortheJournalofLibrarianshipandScholarlyCommunication)demonstratedthat“Ahigherpercentage(36%)ofthe25toparticles(basedonreaderusage)hadanassociatedvideoabstract.Thiscouldbeduetoaneffectofvideoabstractsonarticlevisibilityorcouldreflectthegreaterlikelihoodofanauthorofatop-rankedarticletoproduceavideoabstract.Popularauthorsmaybemorecreativeormayhavealargerbudgettosupportvideoproductioncomparedtootherauthors.”
http://editorresources.taylorandfrancisgroup.com/video-abstracts/https://www.elsevier.com/books-and-journals/enrichments/audioslideshttp://jlsc-pub.org/articles/abstract/10.7710/2162-3309.1110/http://thescientistvideographer.com/wordpress/do-video-abstracts-increase-the-impact-of-scholarly-articles/
Conclusion
• Doesimpactfulresearchdrivesocialmediashares?Ordoessocialmediacreateimpactfularticles? Difficulttoknowwhichcomesfirst!
• Nevertheless,usingsocialmediacanbeapowerfulwayofpromotinganddiffusingresearch
• Indirectly,suchbroaddisseminationcouldinfluencethescholarlyimpact,slightlyimprovingtheprospectofincreasedcitations
• Tipstoincreaseimpactofarticles
• Encourageauthorstosharetheirworkviasocialmedia
• Ensurethatthetitleoftheworkisshortandcapturesthekeyfindings
• Sharetheworkonmultipleplatforms
• Coordinatethesocialsharingwitharelevantevent(e.g.aconference)ifpossible
• Combiningsocialmediawithdigitalfeaturesmayhelptodrivereadershiptothearticle
OrtegaJL.‘Twittercanhelpwithscientificdisseminationbutitsinfluenceoncitationimpactislessclear:http://blogs.lse.ac.uk/impactofsocialsciences/2017/01/11/twitter-can-help-with-scientific-dissemination-but-its-influence-on-citation-impact-is-less-clear/
Pleasecontactmeifyouhaveanyquestions
CarolineHalfordAdis|SpringerHealthcareLtdAdisPublishingManager
---SpringerHealthcareLtd|ChowleyOakBusinessPark|Tattenhall|Chester|CH39GA,UKTel: +44(0)1829772741E-mail:[email protected]
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