Widmer R Jay, Engler Nicole B, Geske Jeffrey B, Klarich Kyle W, Timimi Farris K
Division of Cardiovascular Diseases, Mayo Clinic School of Graduate Medical Education , Rochester, Minnesota.
Cyberpsychol Behav Soc Netw. 2016 Jun;19(6):360-6. doi: 10.1089/cyber.2015.0607.
With more than 300 million monthly active users, Twitter is a powerful social media tool in healthcare, yet the characterization of an academic healthcare Twitter account remains poor to date. We assessed basic gender and geographic data on the account's "followers," as well as categorization of each tweet based on content type. We analyzed the impressions, engagements, retweets, favorites, replies, hashtag clicks, and detail expansions using both Sprinklr and Twitter Analytics. Over a period of 12 months, the account amassed 1,235 followers, with 54 percent being male and 68 percent residing in the United States. Of the 1,635 tweets sent out over the life of the account, we report more than 382,464 impressions, 6,023 engagements, 1,255 retweets, 776 favorites, and 1,654 embedded media clicks in this period. When broken down by tweet category, publication tweets garnered the highest engagement with an estimated mean number of clicks per tweet of 8.2 ± 81.9. Original content had higher total engagement per tweet than retweeted material (2.8 ± 9.2 vs. 0.2 ± 0.9 engagements per tweet; p < 0.0001). Tweets regarding internal, national, and continuing medical education events had similar engagement. Herein is the first publication within the medical literature describing a "case series" of cardiovascular tweets over 12 months. We highlight a rapidly emerging group of interactive followers, a successful means by which to disseminate and engage in breaking topics throughout the cardiovascular field, and the importance of combining physician-led knowledge with intermittent marketing messages.
推特每月有超过3亿活跃用户，是医疗保健领域强大的社交媒体工具，但迄今为止，学术医疗保健推特账户的特征描述仍很匮乏。我们评估了该账户“关注者”的基本性别和地理数据，以及每条推文基于内容类型的分类。我们使用Sprinklr和推特分析工具分析了展示量、参与度、转发量、收藏量、回复量、话题标签点击量和详情展开量。在12个月的时间里，该账户积累了1235名关注者，其中54%为男性，68%居住在美国。在该账户发布的1635条推文中，我们报告在此期间展示量超过382464次、参与度6023次、转发量1255次、收藏量776次以及嵌入式媒体点击量1654次。按推文类别细分时，发布推文获得的参与度最高，每条推文的估计平均点击量为8.2±81.9。原创内容每条推文的总参与度高于转发内容（每条推文的参与度分别为2.8±9.2和0.2±0.9；p<0.0001）。关于内部、全国和继续医学教育活动的推文参与度相似。本文是医学文献中第一篇描述12个月心血管推文“病例系列”的文章。我们强调了一个迅速崛起的互动关注者群体、一种在整个心血管领域传播和参与热门话题的成功方式，以及将医生主导的知识与间歇性营销信息相结合的重要性。
