Tweeting for cochranites

#CochraneUKroadshow
Cochrane UK
Social Media Roadshow

It‟s not as scary as you think!
Sarah Chapman @ukcochranecentr
Tweeting Cochrane

3UK Cochrane Centre
“There is great power in the conversation.
Know the risks and behave accordingly,
but do not be so risk averse that you do
not participate.”
Faris Timimi M.D., Medical Director for the Mayo Clinic Center for
Social Media
Why use social media?

• Don‟t Lie, Don‟t Pry
• Don‟t Cheat, Can‟t Delete
• Don‟t Steal, Don‟t Reveal
(A 12-Word Social Media Policy, Mayo Clinic Center for Social Media,
2012)
• Add value
UK Cochrane Centre 4
Simple rules for using social media

Twitter is like a room full of people you want
to network with – a very big one!
• Self-promotion: target those
who may be interested in your
work & can use/promote it
• Others want to do this too –
you can help each other!
• It‟s an opportunity to put on a
public display/represent your
organisation
• Great for information-gathering
• Remember – anyone in the
room could be listening
• It‟s social, it‟s conversational
• You might enjoy it!

• You have 140 characters per tweet
• At its most basic this will be the thing you
want to say….
• …and most often a link too (if you‟re
tweeting about a review, for example, you
need to give people the link to it)
Twitter: the bottom line

• Updated falls prevention review: good
evidence that exercise helps http://ow.ly/iJJ8a
#falls #exercise @AgeUK
# - hashtags
@ - Twitter handle
http:// - shortened link
A tweet is built up of…

Using Hootsuite, a free social media management
tool, shortens the links
Shortened link = 18 characters http://ow.ly/iJJ8a
Full link = 74 characters
http://summaries.cochrane.org/CD007146/interventions-for-preventing-
falls-in-older-people-living-in-the-community
There are other advantages to using Hootsuite too
A word about links

• Associate your tweet with a topic
or event #malaria #ukcc21
• Make your tweet searchable by that tag
• Can act as a sub-clause to your
tweet, for added comment, emphasis or humour:
Roche still refusing to disclose #tamiflu data. #disappointed
Hashtags (anything with # in front)

Performance anxiety
• I don‟t know what to say (we‟re coming to that)
• I might say the wrong thing (stick to the rules,
admit mistakes quickly)
• Everyone else is more
intelligent/witty/amusing/insightful than me
(almost everyone else will be thinking this too)
• I haven‟t got the time (you can keep it to a small
amount of time and still reach a wide audience)

What can I tweet about?
• Reviews/protocols new/updated, or linked to a news item,
event, conversation, or just because you want to alert people to it!
Include links to the summary or full review
• Citations of reviews in the media, journals etc
(remember to give the link!)
• Cochrane events & training (especially yours!)
• Events you‟re attending
• Position statements e.g. “It‟s important not just to
produce good reviews but to influence health”

TWEETING YOUR REVIEW
#CochraneUKroadshow
12UK Cochrane Centre

This is ok:
Chinese herbal medicine for diabetic peripheral
neuropathy
http://onlinelibrary.wiley.com/doi/10.1002/14651858.CD007796.pub2/ab
stract
But this is better:
Chinese herbal medicine for diabetic peripheral
neuropathy http://ow.ly/ivjXH #diabetes
I‟ve added #diabetes so people searching for that would find it. I‟ve also
shortened the link by using Hootsuite
Tweeting your review

This is better still:
No evidence to support the use of Chinese herbal
medicines for diabetic peripheral neuropathy:
#Cochrane review http://ow.ly/ivjXH #diabetes
This adds value by saying something about the review‟s findings. It tells
people it‟s a Cochrane review and a search for #Cochrane will find it.

Build a following
I found the account for @DiabetesUK -
I could add them to my tweet
I could look at who they follow and are
followed by to find similar accounts
Using a hashtag e.g. #diabetes may gain
me some new followers

• Updated falls prevention review: good evidence
that exercise helps http://ow.ly/iJJ8a #falls
#exercise @AgeUK
• If you haven‟t got space to add hashtags at the end you can put #
before the relevant word in the main text of the post
• If you include a Twitter name for an individual or organization they
will get an email alerting them to it – a good way to be seen!
Build a following
#’s & Twitter handles in
your tweets can attract
new followers

You can highlight different aspects of a review:
Safety of Chinese herbal medicine for diabetic
peripheral neuropathy unknown. Lack of trial data
on harms http://ow.ly/ivjXH #diabetes
New #Cochrane review on Chinese herbal
medicine for diabetic peripheral neuropathy finds
only poor quality trials http://ow.ly/ivjXH #diabetes

Some reviews really lend themselves to multiple tweets:
Home safety interventions effective in reducing
#falls: updated #Cochrane review
http://summaries.cochrane.org/CD007146/interventions-for-
preventing-falls-in-older-people-living-in-the-community
#Cataract surgery on 1st eye reduced #falls in
older women
http://summaries.cochrane.org/CD007146/interventions-for-
preventing-falls-in-older-people-living-in-the-community
#Cochrane

Build a following
Searching for a hashtag e.g. #exercise
or #cataracts can show who is
tweeting about these & may bring up
some accounts worth following

You can target different audiences by the language you use
Taking antioxidant vitamins won‟t cut your risk of
getting #cataracts http://ow.ly/ivrBU
No evidence that antioxidant vitamin
supplementation slows visual acuity loss or
reduces #cataract risk or progression
http://ow.ly/ivrBU

It’s fine to tweet about uncertainties…
• Evidence on provision of educational
materials to prevent #falls inconclusive
http://ow.ly/iJJ8a #Cochrane

…and to shout about the review’s reach
• Washington Post on #Cochrane falls
prevention review: Obama calls it “the
most important review of our time” link
#falls

Spot and target a potential audience
• It‟s Falls Prevention week: there‟s probably a
designated hashtag – add it to your tweet, &
search for the # to see what‟s being talked about
• There‟s a conference (as above)
• It‟s January & icy, time to tweet about falls
prevention: anti-slip shoes can reduce #falls in
icy conditions http://ow.ly/iJJ8a #ice #winter

• I‟ve spotted that there‟s a conference on
Optometry Tomorrow (17-18 March)
• I‟ve found out if there‟s a designated hashtag:
yes, it‟s #OT13
• I‟ve had a look at the programme
• I‟m ready to tweet some relevant reviews e.g.
#Cochrane review finds silicone plugs can provide symptomatic relief in
severe dry eye http://ow.ly/iJR2q #OT13
• I‟ll also search for #OT13 to see what people are
tweeting about
Upcoming conference

Build a following
events are opportunities to reach new
audiences and to find new accounts to
follow too

Our upcoming conference!

Build a following
when someone retweets or replies to
your tweet, check if you’re following
them. If not, perhaps you should!

These will usually be health-related, but not always!
Awareness/Special Days

Build a following
I tend to follow more organizations
than individuals, but some individuals
are powerful influencers with large
followings – engage with them if you
can!

I tweeted
Health professionals: has a #Cochrane review
changed your practice? We‟d love to hear!
Take a risk!

The lifestyle editor from NHS Choices responded:
These conversations followed…

…and an optometrist

Build a following
This was retweeted by
@MyEyeHealth – they could be
worth following! Do they
have followers I should follow?

• Caroline Fiennes also commented on the tweet & I
started following her. Then this:
…and I made a new connection

EXAMPLE: Jumping into conversations
#CochraneUKroadshow
35UK Cochrane CentreUK Cochrane Centre 35

Jump into a conversation
• This isn‟t rude – it‟s a great opportunity!
The following slides show some real
examples. I spotted these two
conversations and jumped into them,
adding value and grabbing the chance to
promote Cochrane reviews (see the notes
below the example)…

1.
2.
3.
4.
5.
6.
Twitter

Twitter
1.
2.
3.
4.
5.

Build a following
Engagement is more important than
numbers. Increasing your following is
good but you can show value & reach
by the conversations you’re having.

EXAMPLE: Live tweeting at the PIF
Conference
#CochraneUKroadshow
40UK Cochrane CentreUK Cochrane Centre 40

Twitter

TWEETING A CONFERENCE
#CochraneUKroadshow

Why tweet a conference?
Share your enthusiasm!
Get new followers from your field of interest
(they‟ll value your input!)
Discuss issues with peers online
Transform online connections into real ones
(tweetups)
Promote your organization‟s values
through what you highlight

Types of conference tweets
• Mood tweets
“Excited to be at #ukcc21, tucking into fab
pastries before the first plenary!”
• Tweetups
“Great discussion on #bias, suggest meet at 12 in the ballroom to
talk some more #ukcc21”
• Talks - these are key tweets!
Should include speaker‟s name, main information and hashtag
• Links
To media coverage, videos, presentations and other useful resources

HOW TO MANAGE YOUR
SOCIAL MEDIA
#CochraneUKroadshow

We use Hootsuite to manage all our social media accounts. It means you can
write one message and select which accounts you would like to post it to.
And don‟t worry it doesn‟t cost a thing for a basic account!

1. 2. 3. 4.

What do these icons mean??
Reply: you can respond to a
specific tweet and you
response will be attached as a
„conversation‟ to the original
post.
Retweet: you can re-post a particular
tweet for your own followers to see. If you
do this the tweet will start with „RT‟ which
shows your followers that you have
retweeted it from somebody else.
Direct message:
you can privately
message someone
about a specific
tweet
Reply all: you
can tweet all
the people
mentioned in a
particular
tweet.
Favourite: If you favourite a tweet
it means it will be saved in your
„favourites' folder on your twitter
account. To view your favourites
you need to log directly into
twitter.com
Send to
email: will
forward the
specific tweet
to your email
Ignore the last to they are
for Pro account users.

How to post on Hootsuite
When you click on the „compose a message...‟ box, to opens out so you can
write your post.
(Don‟t forget that you can only write in a 140 characters for twitter otherwise it will truncate your post.
But if you are not posting to Twitter then you can write as much as you like!)
Hootsuite is great if you want to add a link to a post. You copy the link into the
box and press „shrink‟. It will make your link a lot shorter, meaning you have
more characters spare for what you want to say.
You can also add attachments, locations and schedule your tweet to be posted
on a specific day at a specific time!

How to post on Hootsuite (cont.)
Once you have written your post, click on the „Click to select your profile box...‟
A drop down list will appear of all your social media accounts, and you can
choose one or more to send the post to.
Then all you need to do is press „Send Now‟ and your post will be automatically
sent to the accounts you have chosen.

Timing tweets
• Scheduled tweets
– Social media management software allows this
– We send daily tweets using #CochraneEvidence
hashtag to highlight and link to new/updated reviews
– Multiple tweets with same link but different wording –
to target different groups, or to highlight different
aspects
– Remember global audience, different time zones
– Awareness days/events & conferences
UK Cochrane Centre51

Timing tweets
• Responsive tweets
– Answering direct questions or comments
– Engaging in public debate on a topic to state a
position, direct to information or just to be in the
conversation
– Joining in a conversation to flag up relevant Cochrane
evidence
– Tweeting a conference
UK Cochrane Centre52

DO’S AND DON’TS
#CochraneUKroadshow

Dos and don’ts
DO
• Listen, engage, join in conversations
• Link often, direct people to useful sites – especially your
own!
• Keep it active
• Credit others
• Keep the tone pleasant and professional
DON‟T
• Use abbreviated text-talk; cutting corners in your tweets
suggests you might cut them elsewhere!
• Allow your tweets to be truncated at the end – people
may miss things

Tweeting for cochranites

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