An Academic Healthcare Twitter Account: The Mayo Clinic Experience
An Academic Healthcare Twitter Account: The Mayo Clinic Experience
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DOI：
10.1089/cyber.2015.0607
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发表时间：
2016-06-01
影响因子：
6.6
通讯作者：
Timimi, Farris K.
中科院分区：
文献类型：
--
作者：
Widmer, R. Jay;Engler, Nicole B.;Timimi, Farris K.
Twitter拥有超过3亿的月活跃用户，是医疗保健领域一个强大的社交媒体工具，但迄今为止，学术医疗保健Twitter账户的特征仍然很差。我们评估了账户“粉丝”的基本性别和地理数据，以及基于内容类型的每条推文的分类。我们使用Sprinklr和Twitter Analytics分析了展示、参与、转发、收藏、回复、标签点击和详细信息扩展。在12个月的时间里，该账户积累了1,235名粉丝，其中54%是男性，68%居住在美国。在该账户生命周期内发出的1，635条推文中，我们报告了超过382，464次展示，6，023次参与，1，255次转发，776个收藏夹和1，654次嵌入式媒体点击。当按推文类别细分时，出版物推文获得了最高的参与度，估计每条推文的平均点击数为8.2 +/- 81.9。原创内容的每条推文的总参与度高于转推材料（每条推文2.8 +/- 9.2 vs. 0.2 +/- 0.9参与度; p < 0.0001）。关于内部，国家和继续医学教育活动的推文也有类似的参与。本文是医学文献中第一篇描述12个月以上心血管推文的“病例系列”的出版物。我们强调了一个迅速崛起的互动追随者群体，这是一种成功的手段，可以在整个心血管领域传播和参与突破性的话题，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。
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.