Johnny Pellicer Professorial Chair Lecture in Medical Informatics. Presentation at the 2019 ASEAN Federation of Endocrine Societies biennial meeting, 22 Nov 2019, Manila.

1. SOCIAL MEDIA
FOR MEDICAL
JOURNALS AND
RESEARCHERS
Iris Thiele Isip Tan MD, MSc
@endocrine_witch
Professor, UP College of Medicine
Director, UP Manila Interactive Learning Center
Chief, UP Medical Informatics Unit
Johnny Pellicer Professorial Chair Lecture in Medical Informatics
#AFES2019

2. WHY ENGAGE ON
SOCIAL MEDIA?
IS YOUR JOURNAL
A SCIENCE
KARDASHIAN?
WHAT’S YOUR
BRANDING
STATEMENT?

3. RESEARCH-PRACTICE GAP
Partly due to ineffective
dissemination
Brownson R et al. J Public Health Manag Pract 2018;24(2):102-111

4. www.endocrine-witch.net
As clinician educators our job is not to create knowledge
obscura, trapped in ivory towers and only accessible to
the enlightened; the knowledge we create and manage needs
to impact our communities.
- Dr. Daniel Cabrera
“

6. Brownson R et al. J Public Health Manag Pract 2018;24(2):102-111
Passive approaches to dissemination are
largely ineffective because uptake does not
happen spontaneously.
1

7. Wilson et al. Implement Sci 2010;5:61
COMMUNICATION
CHANNELS USED
BY RESEARCHERS
Academic journal 98%
Conference presentation 96%
Report to funder 91%
Seminar 62%
Workshop 57%
Web access to full report 54%
Web access to summary report 50%
Issued press release 48%
Networking 46%
Face to face meetings 40%

8. n=266
61% university researchers
41% CDC scientists
38% NIH scientists
How do you rate your efforts to
disseminate your research
findings to non-research audiences?
Tabak R et al. Public Health Rep 2014;129(4):361-8.
1/3
rated dissemination
efforts as POOR

9. Stakeholder engagement in research
and evaluation processes is likely to
enhance dissemination.
2
Brownson R et al. J Public Health Manag Pract 2018;24(2):102-111

10. Altmetric YouTube Channel 2016. https://youtu.be/8m_UiKLJwBc

11. https://www.altmetric.com/about-our-data/the-donut-and-score/

12. Picture credit: http://www.wadeharman.com/the-attention-economy-why-trigger-response-is-vital-marketing/
The ATTENTION ECONOMY is not growing,
which means we have to grab the attention
that someone else has today.
- Brent Leary, CRM Essentials Co-founder

16. We don’t have a choice
whether we do social
media, the question is
how well we do it.
- Erik Qualman, Socialnomics

17. Dissemination of research
to nonscientists is
enhanced when
messages are framed in
ways that evoke
emotion and interest
and demonstrate
usefulness.
3
Brownson R et al. J Public Health Manag Pract 2018;24(2):102-111

18. http://www.surgeryredesign.com/resources/
#VISUALABSTRACT
@andrewmibrahim
Visual summary of the information contained within an abstract

20. For professionals

21. For lay

22. WHY ENGAGE ON
SOCIAL MEDIA?
IS YOUR JOURNAL
A SCIENCE
KARDASHIAN?
WHAT’S YOUR
BRANDING
STATEMENT?

23. KARDASHIAN INDEX
CELEBRITY [F(a)]
number of Twitter followers
SCIENTIFIC VALUE [F(c)]
number of citations
K-index = F(a)/F(c)
Neil Hall
Genome Biology 2014,15:424
Science Kasdashians
K-index > 5

24. The Kardashian index:
a measure of discrepant social
media profile for scientists
Neil Hall
Genome Biology 2014,15:424
n =40
KARDASHIANS

25. [50 SHADES OF]
GREY SCALE
Journal impact factor
(ratio of total citations to number of
articles published by the journal)
Grey Scale
F(e) = T0.79 + I0.78
F(e): expected number of Twitter
followers
T: number of tweets
I: impact factor of the journal
Cosco TD.
CMAJ 2015;187(18) doi: 10.1503/cmaj.150976

26. Medical journals, impact &
social media: an ecological
study of the Twittersphere
Cosco TD.
CMAJ 2015;187(18) doi: 10.1503/cmaj.150976
Scatterplot of Kardashian Index score and journal impact factor ranking.
43/153 (28%) journals
had Twitter profiles

27. Medical journals, impact &
social media: an ecological
study of the Twittersphere
Cosco TD.
CMAJ 2015;187(18) doi: 10.1503/cmaj.150976
Scatterplot of the (Fifty Shades of) Grey Scale score and journal impact factor ranking.

28. Cosco TD.
CMAJ 2015;187(18) doi: 10.1503/cmaj.150976
Rather than identifying large numbers of Science Kardashians, the
present study shows that many more journals are closer to “Popularity
Franklins” — they have received disproportionately low levels of
recognition and popularity than would be warranted by their scientific
merit, as per Rosalind Franklin.
“

29. Using Social Media to Share
Your Radiology Research:
How Effective Is a Blog Post?
Hoang JK, McCall J, Dixon AF,
Fitzgerald RT, Gaillard F.
J Am Coll Radiol 2015;12:760-765
BLOG

30. Social media exposure
may drive the consumption of
traditional peer-reviewed content.
Hoang JK, McCall J, Dixon AF,
Fitzgerald RT, Gaillard F.
J Am Coll Radiol 2015;12:760-765
Blog
n = 32,675
AJR
n = 3,064
AJNR
n = 2,421

31. Eysenbach G.
J Med Internet Res 2011;13(4):e123
Can Tweets Predict Citations?
Metrics of Social Impact Based on Twitter &
Correlation with Traditional Metrics of Scientific Impact
Tweetation
citation in a tweet
(mentioning a journal article URL)

34. Eysenbach G.
J Med Internet Res 2011;13(4):e123
Twimpact Factor
Cumulative number of tweetations within n days after publication. [Tw7]
Tweeted Half-Life
Point in time after publication by which half of all tweetations of that
article within the first n days occur [THLn]
Twindex
Tweetation index from 0 to 100 indicating relative
standing of an article compared to other articles

35. Relationship between
social impact &
research impact metrics
Eysenbach G.
J Med Internet Res 2011;13(4):e123

36. Social Media Release Increases
Dissemination of Original Articles
in the Clinical Pain Sciences
Allen HG, Stanton TR, Di Pietro F,
Moseley GL. PLos ONE 8(7):e68914.
doi:10.1371/journal.pone.0068914

37. How the Scientific Community Reacts
to Newly Submitted Preprints:
Article Downloads, Twitter Mentions & Citations
Shuai X, Pepe A, Bollen J.
PLoS ONE 7(11):e47523.
doi:10.1371/journal.pone.0047523

38. The Impact of Social Media
on Readership of a
Peer-reviewed Medical Journal
Hawkins CM, Hillman BJ, Carlos RC
et al. J Am Coll Radiol 2014;11:1038-1043.
Tweetchat

39. J Med Internet Res 2015 | vol. 17 | iss. 4 | e103
from literature
#ALiEMJC
#BlueJC
#ebnjc
#urojc
#meded
from Twitter search
24 more including #TwitJC
#NephJC
Twitter-based journal clubs are free,
time-efficient, and publicly accessible
means to facilitate international
discussions regarding clinically
important evidence-based research.
“

40. American Journal of Kidney Diseases , Volume 69 , Issue 6 , 827 - 836
15 people in work group
Synchronous chat

41. THE #NEPHJC MODEL
1
2
3
4
5
6
7
8
Topf JM et al. American Journal of Kidney Diseases , Volume 69 , Issue 6 , 827 - 836
Selecting an article (requesting journal editors to make available)
Posting a summary of article on NephJC.com
Inviting content experts & authors to participate
Emailing a newsletter promoting the event
Conducting chat for US audience (9 pm EST Tue)
Conducting chat for Africa/Europe audience (8 pm GST Wed)
Publishing archive & curated archive of best tweets
Posting a summary of chats to PubMed commons

42. #NEPHJC
Topf JM et al. American Journal of Kidney Diseases , Volume 69 , Issue 6 , 827 - 836
Archived on Symplur

43. 1. Create a reader persona
2. Set goals: X researcher followers in Y months

44. Social media guide for journal editors by the Taylor & Francis Group
BALANCE YOUR
CONTENT
CREATE A
CONTENT PLAN

45. n = 24
Had a track record in social media before being invited
as SME
Many personally managed journal acounts; had support
from non-MD journal staff
Focused on improving reader engagement by
disseminating new journal publications on social media

46. Perspectives: goals, resources, sustainability
Editorial leadership support as key facilitator
Challenges to sustainability: lack of tangible
resources, and uncertainty surrounding or lack of
academic credit for social media activities

47. WHY ENGAGE ON
SOCIAL MEDIA?
IS YOUR JOURNAL
A SCIENCE
KARDASHIAN?
WHAT’S YOUR
BRANDING
STATEMENT?

48. Scholars may not like it, but that
doesn’t change the fact that in
the 21st century’s fragmented
media environment, marketing
and branding are key to
disseminating the knowledge
and tools we produce.
Tom Scheinfeldt (2009)
http://foundhistory.org/2009/02/brand-name-scholar/
“

49. @RealScientists
Rotational Twitter
account where the
weekly featured scientist
talks about their lives
and their work

50. n=100
Faculty members in ecology &
evolutionary biology

51. Cote I & Darling E. Facets 2018

52. Credits: (Graphic) N. Desai and C. Smith/Science; (Data) I. Côté and E. Darling
WHO FOLLOWS SCIENTISTS ON TWITTER?

53. SOCIAL MEDIA
PRESENCE
Knowledge dissemination
Institutional outreach
Branding
Communication management
Cabrera D et al. J Grad Med Educ 2017;9(4):421-5.

54. https://socialmedia.mayoclinic.org/2017/08/16/using-social-media-in-academic-promotion/#

55. CREATE A
SOCIAL
MEDIA
SCHOLARSHIP
PORTFOLIO
Cabrera D et al. J Grad Med Educ 2017;9(4):421-5.

59. MEDICAL JOURNALS AND
RESEARCHERS SHOULD BE
ON SOCIAL MEDIA
CONSIDER
TWITTER JOURNAL
CLUBS AND BLOGS
RESEARCHER
BRANDING IS
NEEDED