Dyson Michele P, Newton Amanda S, Shave Kassi, Featherstone Robin M, Thomson Denise, Wingert Aireen, Fernandes Ricardo M, Hartling Lisa
Alberta Research Centre for Health Evidence, University of Alberta, Edmonton, AB, Canada.
Department of Pediatrics, University of Alberta, Edmonton, AB, Canada.
J Med Internet Res. 2017 Sep 1;19(9):e308. doi: 10.2196/jmir.7819.
Health care providers value ready access to reliable synthesized information to support point-of-care decision making. Web-based communities, facilitated by the adoption of social media tools such as Facebook, Twitter, and YouTube, are increasingly being used for knowledge dissemination, bridging the gap between knowledge generation and synthesis and knowledge implementation.
Our objective was to implement and evaluate a structured social media strategy, using multiple platforms, to disseminate Cochrane Child Health evidence to health care providers caring for children.
Our social media strategy had three components: daily "tweets" using the Cochrane Child Health Twitter account, weekly WordPress blog posts, and a monthly journal club on Twitter ("tweet chat"). Each tweet, blog, and journal club shared Cochrane evidence on a child health topic. We evaluated the strategy through (1) Twitter and blog site analytics, (2) traceable link (Bitly) statistics, (3) Altmetric.com scores for promoted evidence, and (4) participant feedback. We also tracked the resources required to write the blog, tweet content, and manage the strategy.
The 22-week social media strategy ran between November 2014 and April 2015. We created 25 blog posts, sent 585 tweets, and hosted 3 tweet chats. Monthly blog visits and views and Twitter account followers increased over time. During the study period, the blog received 2555 visitors and 3967 page views from a geographically diverse audience of health care providers, academics, and health care organizations. In total, 183 traceable Bitly links received 3463 clicks, and the Twitter account gained 469 new followers. The most visited and viewed blog posts included gastrointestinal topics (lactose avoidance), research on respiratory conditions (honey for cough and treatments for asthma), and maternal newborn care (skin-to-skin contact). On Twitter, popular topics were related to public health (vaccination) and pain management. We collected Altmetric.com scores for 61 studies promoted during the study period and recorded an average increase of 11 points. Research staff (n=3) contributed approximately 433 hours to promotion activities and planning (6.5 hours each per week) to implement the social media strategy, and study investigators reviewed all content (blog posts and tweets).
This study provides empirical evidence on the use of a coordinated social media strategy for the dissemination of evidence to professionals providing health services to children and youth. The results and lessons learned from our study provide guidance for future knowledge dissemination activities using social media tools.
医疗保健提供者重视能够随时获取可靠的综合信息，以支持即时医疗决策。借助Facebook、Twitter和YouTube等社交媒体工具推动的网络社区，正越来越多地用于知识传播，弥合知识生成与综合以及知识实施之间的差距。
我们的目标是实施并评估一项结构化社交媒体策略，利用多个平台，向照顾儿童的医疗保健提供者传播考科蓝儿童健康证据。
我们的社交媒体策略包括三个部分：使用考科蓝儿童健康Twitter账户每日发布“推文”，每周发布WordPress博客文章，以及每月在Twitter上举办一次期刊俱乐部（“推文聊天”）。每条推文、博客文章和期刊俱乐部都分享一个儿童健康主题的考科蓝证据。我们通过以下方式评估该策略：（1）Twitter和博客网站分析，（2）可追踪链接（Bitly）统计数据，（3）Altmetric.com对所推广证据的评分，以及（4）参与者反馈。我们还跟踪了撰写博客、推文内容以及管理该策略所需的资源。
为期22周的社交媒体策略于2014年11月至2015年4月实施。我们创建了25篇博客文章，发送了585条推文，并举办了3次推文聊天。每月的博客访问量、浏览量以及Twitter账户的关注者数量随时间增加。在研究期间，博客收到来自医疗保健提供者、学者和医疗保健组织等地理分布广泛的受众的2555名访问者和3967次页面浏览量。总共，183个可追踪的Bitly链接获得了3463次点击，Twitter账户增加了469名新关注者。访问量和浏览量最高的博客文章包括胃肠道主题（避免乳糖）、呼吸道疾病研究（蜂蜜用于止咳和哮喘治疗）以及孕产妇新生儿护理（皮肤接触）。在Twitter上，热门话题与公共卫生（疫苗接种）和疼痛管理有关。我们收集了研究期间所推广的61项研究的Altmetric.com评分，记录到平均增加了11分。研究人员（n = 3）为推广活动和规划贡献了约433小时（每周每人6.5小时）以实施社交媒体策略，研究调查人员审查了所有内容（博客文章和推文）。
本研究为使用协调一致的社交媒体策略向为儿童和青少年提供健康服务的专业人员传播证据提供了实证依据。我们研究的结果和经验教训为未来使用社交媒体工具的知识传播活动提供了指导。
