Linzey Joseph R, Robertson Faith, Haider Ali S, Graffeo Christopher Salvatore, Wang Justin Z, Shasby Gillian, Alotaibi Naif M, Cohen-Gadol Aaron A, Rutka James T
Department of Neurosurgery, University of Michigan, Ann Arbor, MI, United States.
Department of Neurosurgery, Massachusetts General Hospital and Harvard Medical School, Boston, MA, United States.
J Med Internet Res. 2020 May 19;22(5):e17741. doi: 10.2196/17741.
Social media use continues to gain momentum in academic neurosurgery. To increase journal impact and broaden engagement, many scholarly publications have turned to social media to disseminate research. The Journal of Neurosurgery Publishing Group (JNSPG) established a dedicated, specialized social media team (SMT) in November 2016 to provide targeted improvement in digital outreach.
The goal of this study was to examine the impact of the JNSPG SMT as measured by increased engagement.
We analyzed various metrics, including impressions, engagements, retweets, likes, profile clicks, and URL clicks, from consecutive social media posts from the JNSPG's Twitter and Facebook platforms between February 1, 2015 and February 28, 2019. Standard descriptive statistics were utilized.
Between February 2015 and October 2016, when a specialized SMT was created, 170 tweets (8.1 tweets/month) were posted compared to 3220 tweets (115.0 tweets/month) between November 2016 and February 2019. All metrics significantly increased, including the impressions per tweet (mean 1646.3, SD 934.9 vs mean 4605.6, SD 65,546.5; P=.01), engagements per tweet (mean 35.2, SD 40.6 vs mean 198.2, SD 1037.2; P<.001), retweets (mean 2.5, SD 2.8 vs mean 10.5, SD 15.3; P<.001), likes (mean 2.5, SD 4.0 vs mean 18.0, SD 37.9; P<.001), profile clicks (mean 1.5, SD 2.0 vs mean 5.2, SD 43.3; P<.001), and URL clicks (mean 13.1, SD 14.9 vs mean 38.3, SD 67.9; P<.001). Tweets that were posted on the weekend compared to weekdays had significantly more retweets (mean 9.2, SD 9.8 vs mean 13.4, SD 25.6; P<.001), likes (mean 15.3, SD 17.9 vs mean 23.7, SD 70.4; P=.001), and URL clicks (mean 33.4, SD 40.5 vs mean 49.5, SD 117.3; P<.001). Between November 2015 and October 2016, 49 Facebook posts (2.3 posts/month) were sent compared to 2282 posts (81.5 posts/month) sent between November 2016 and February 2019. All Facebook metrics significantly increased, including impressions (mean 5475.9, SD 5483.0 vs mean 8506.1, SD 13,113.9; P<.001), engagements (mean 119.3, SD 194.8 vs mean 283.8, SD 733.8; P<.001), and reach (mean 2266.6, SD 2388.3 vs mean 5344.1, SD 8399.2; P<.001). Weekend Facebook posts had significantly more impressions per post (mean 7967.9, SD 9901.0 vs mean 9737.8, SD 19,013.4; P=.03) and a higher total reach (mean 4975.8, SD 6309.8 vs mean 6108.2, SD 12,219.7; P=.03) than weekday posts.
Social media has been established as a crucial tool for the propagation of neurosurgical research and education. Implementation of the JNSPG specialized SMT had a demonstrable impact on increasing the online visibility of social media content.
社交媒体在学术神经外科领域的应用持续升温。为提高期刊影响力并扩大参与度，许多学术出版物纷纷借助社交媒体传播研究成果。神经外科杂志出版集团（JNSPG）于2016年11月组建了一支专业的社交媒体团队（SMT），旨在有针对性地提升数字传播效果。
本研究旨在通过参与度的提高来考察JNSPG社交媒体团队的影响。
我们分析了2015年2月1日至2019年2月28日期间JNSPG在推特和脸书平台上连续发布的社交媒体帖子的各项指标，包括展示量、参与度、转发量、点赞数、个人资料点击量和网址点击量。采用标准描述性统计方法。
2015年2月至2016年10月（即专业社交媒体团队组建之前），共发布了170条推文（每月8.1条），而2016年11月至2019年2月期间发布了3220条推文（每月115.0条）。所有指标均显著增加，包括每条推文的展示量（均值1646.3，标准差934.9对比均值4605.6，标准差65546.5；P = 0.01）、每条推文的参与度（均值35.2，标准差40.6对比均值198.2，标准差1037.2；P < 0.001）、转发量（均值2.5，标准差2.8对比均值10.5，标准差15.3；P < 0.001）、点赞数（均值2.5，标准差4.0对比均值18.0，标准差37.9；P < 0.001）、个人资料点击量（均值1.5，标准差2.0对比均值5.2，标准差43.3；P < 0.001）和网址点击量（均值13.1，标准差14.9对比均值38.3，标准差67.9；P < 0.001）。与工作日发布的推文相比，周末发布的推文转发量（均值9.2，标准差9.8对比均值13.4，标准差25.6；P < 0.001）、点赞数（均值15.3，标准差17.9对比均值23.7，标准差70.4；P = 0.001）和网址点击量（均值33.4，标准差40.5对比均值49.5，标准差117.3；P < 0.001）显著更多。2015年11月至2016年10月期间，共发布了49条脸书帖子（每月2.3条），而2016年11月至2019年2月期间发布了2282条帖子（每月81.5条）。脸书的所有指标均显著增加，包括展示量（均值5475.9，标准差5483.0对比均值8506.1，标准差13113.9；P < 0.001）、参与度（均值119.3，标准差194.8对比均值283.8，标准差733.8；P < 0.001）和覆盖面（均值2266.6，标准差2388.3对比均值5344.1，标准差8399.2；P < 0.001）。与工作日发布的脸书帖子相比，周末发布的帖子每条的展示量显著更多（均值7967.9，标准差9901.0对比均值9737.8，标准差19013.4；P = 0.03），总覆盖面更高（均值4975.8，标准差6309.8对比均值6108.2，标准差12219.7；P = 0.03）。
社交媒体已成为神经外科研究与教育传播的重要工具。JNSPG专业社交媒体团队 的组建对提高社交媒体内容的在线可见性产生了显著影响。
