CarolineHalford,AdisPublishingManagerMedComms NetworkingEvent,1March2017www.MedCommsNetworking.com

Useofsocialmedia(anddigitalfeatures)tomaximisetheimpactofyourresearch

Readerhabitsarechanging

• Medicalliteratureisnowpredominantlyreadonline

• 99%desktop/laptop

• 84%smartphone

• 54%tablet

• “Nobodyreadsajournalfromcovertocoveranymore”– quotefromAdisjournaleditorialboardmembers

• ThewayHCPsareaccessingthemedicalliteratureischanging:

• PubMed

• Google

• Publishinginaspecificjournalisnotgoingtoguaranteethatyourworkwillreachyourtargetaudience

• Discoverabilityisnowkey!

SMPPEU2017:GavinSharrockpresentation:Extendingthereachofpublications

Readerhabitsarechanging

“40%ofmillennials alreadyturntosocialmediaforanyhealth-relatedpurpose.Social

mediasatisfiesmillennial’s desireforcommunityandconvenience,quick,on-demand

accessacrosstheirdevices,andcontrolofhowoftentoengageandwithwhom.

They’redrawntosocialmediabecauseitgivesthemaplatformtoreachtheirpeers

andavoiceacrosstheirnetwork”

TarenGrom,Editor,Pharma Voice

http://www.pharmavoice.com/article/2017-1-millennials/I

Journalsareincreasinglylookingtosocialmediatodriveconversationswithinthemedicalcommunity

“Socialnetworksaresitesthataremoreheavilyweightedbythespiders(webcrawlers),sositeslikeLinkedIn,Twitter,FacebookandGoogle+willappear

earlierinsearchresults,manytimesmuchhigherthanyouruniversityororganization’ssites.Themoreactivelyinvolvedyouareinsocialnetworking,themorepeoplewillseewhatyouwantthemtoseewhentheysearchforyouoryour

relatedcontent(likeyourbooks,journals,organizations,etc.).”https://www.springer.com/gp/authors-editors/book-authors-editors/book-authors-helpdesk/online-tools-social-media-for-authors/3340

PLOSOnearticle(2013)showedthatsocialmediapromotiondidleadtoincreaseddownloads

RandomizedtrialinCirculation (2014)foundnoincreaseinreadership whensocialmediawasusedaspromotionaltool

Cansocialmedialeadtoincreaseddownloads?

http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0068914http://circ.ahajournals.org/content/early/2014/11/17/CIRCULATIONAHA.114.013509.abstract

Eysenbach G.CanTweetsPredictCitations?MetricsofSocialImpactBasedonTwitterandCorrelationwithTraditionalMetricsofScientificImpact.JMedInternetRes.2011;13(4):e123.

• AnalysisofalltweetscontaininglinkstoarticlesintheJournalofMedicalInternetResearch(JMIR)between2009and2010

• Results:“Tweetscanpredicthighlycitedarticleswithinthefirst3daysofarticlepublication.”

• “Socialmediaactivityeitherincreasescitationsorreflectstheunderlyingqualitiesofthearticlethatalsopredictcitations”

OrtegaJL.‘Twittercanhelpwithscientificdisseminationbutitsinfluenceoncitationimpactislessclear.LondonSchoolofEconomicsandPoliticalScience.2017[Blog]

• 166articlesfrom76Twitterusersand124fromnon-Twitteruserswereanalysed.

• Results:papersfromTwitterusersare33%moretweetedthandocumentsofnon-Twitterusers.

• “ParticipationonTwitteraffectsthedisseminationofresearchpapers,andinconsequence,itindirectlyfavoursthelikelihoodthatacademicoutputsbeingcited”

Cansocialmedialeadtoincreasedcitations?

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3278109/http://blogs.lse.ac.uk/impactofsocialsciences/2017/01/11/twitter-can-help-with-

scientific-dissemination-but-its-influence-on-citation-impact-is-less-clear/

Examplesofhowsocialmediahas

contributedtoimpactofarticles

publishedinAdisjournals

Eat,sleep,share,repeat:thepowerofpersistence

110 shares

1.4k down-loads

Socialmediafactorsthatcontributedtothereachofthearticle

• Thearticlehasbeensharedmorethan100times…MostlyfromProf. Varrassihimself!

• Prof. Varrassi’s strategy:

• Taggingrelevantassociations

• Rewordinghistweetsslightlyeachtime,butstillreflectingthereviewcontent

• Repeatingdailyorweekly

• SpikesindownloadscorrespondedwithhisTwitteractivity

• Sixarticlespublishedatthesametime

• TheAdisjournalteamsenteachsetofauthorsthesameguidanceonsocialmediatomaximiseimpact

• ThreeofthesixgroupsofauthorsusedTwittertodisseminatetheirwork

• ThosethatusedTwitterreceivedanimmediateboosttodownloadsandshares(hundredsofdownloadsvstens)

• However,inthelongterm,theimpacthasevenedout

Authorspromotingworkonsocialmediawithinfirst30daysofpublicationcanprovideaninitial‘hit’ofimpact

JLOrtega:Twittercanhelpwithscientificdisseminationbutitsinfluenceoncitationimpactislessclear• 4,166articlesfrom76Twitterusersand124non-Twitteruserswereanalysed.

• PlumX Analyticsusedtocountthenumberoftweetsadocumentreceives

• Scopuswasusedtoextractcitationnumbers.

• AmanualsearchwasdonetodistinguishauthorswithahandleonTwitter

• ResultsshowedthatpapersfromTwitteruserscouldbeonaverage33%moretweetedthandocumentsofnon-Twitterusers (Twitterusersmean=2.33tweetsperpaper;non-Twitterusersmean=1.75).

• “ParticipationonTwitteraffectsthedisseminationofresearchpapers,andinconsequence,itindirectlyfavoursthelikelihoodthatacademicoutputsbeingcited”

OrtegaJL.‘Twittercanhelpwithscientificdisseminationbutitsinfluenceoncitationimpactislessclear:http://blogs.lse.ac.uk/impactofsocialsciences/2017/01/11/twitter-can-help-with-scientific-dissemination-but-its-influence-on-citation-impact-is-less-clear/

Inthelong-term(2years),thearticlesallgainedimpact

Articletitle Shares Citations Downloads

AntimicrobialStewardshipfromPolicytoPractice:ExperiencesfromUKAntimicrobialPharmacists

36 1 820

AntimicrobialStewardshipintheER 31 2 1000

AntimicrobialStewardshipwithPharmacistIntervention…inSouthAfrica

27 3 526

AntimicrobialStewardship…inAustralianHospitals 4 4 602

ConsiderationsAboutAntimicrobialStewardshipinSettingswithEpidemicExtended-Spectrumβ-Lactamase-ProducingorCarbapenem-ResistantEnterobacteriaceae

4 6 739

ImpactofAntimicrobialStewardshipProgram(ASP)onOutcomes…inanAcute-TertiaryCareHospital

2 2 400

http://link.springer.com/journal/40121/4/1/suppl/page/1

Multichannelapproachescanbeeffectiveindrivingimpact

45 shares

8.6k down-loads

40 cites

Socialmediafactorsthatcontributedtothereachofthearticle

Press release by author institution

Bloggers

Authors tweeted (which was RT by their peers)

KOL shared on Facebook

Wehaveseenmanyotherexamplesofthemultichannelapproachhelpingmaximisereach

Video documentary and press release

Press release detailing Q3 financials (citing the below-mentioned review

within it)

Press release detailing plans for next phase of clinical development (citing

the previously published research within)

Author blog, Tweets, Google+, Facebook, videos

Ashorttitlecontainingthekeyresultscanincreaseimpact(encouragessocialsharing,downloads,andcitations)

Anotherexampleofhowacatchytitlehashelpedextendthereachofanarticleonsocialmedia

http://link.springer.com/article/10.1007/s40263-016-0370-3

60 shares

5.3k down-loads

4 cites

*Andahottopic

Theperfectstorm:multichannelapproach,‘digestable tweets’,coordinatedtiming,hashtags,digitalfeatures

3.8k down-loads

139 shares

Multiplechannelsdrivingimpact

Press releases

Video abstract with the press release (and published with the

article)

Simultaneous publication alongside the DIA Biosimilars congress 2016

Socialmediastrategysharingkeydata,attherighttime,withhashtagsandinfographics

Disseminatingyourdatainnewformatscanalsoincreaseimpact

• ResearchbyGavinSharrockofWiley(ISMPPEU2017):DifferenttypesofHCPhavedifferentreadershipneeds

• Fulltext;or

• Infographics;or

• Digitalfeatures

• QualitativeresearchbytheAdisDrugEvaluationteam:HCPshavelittletimetobrowse

• Lookingforkeypointsofeacharticle,quickly

• Easy-to-understandfiguresandtablesarekey

• Manyjournalsarenowrecognisingthis,andpublishingdigitalfeatures– whichareidealforsharingonsocialmediaplatforms

http://thescientistvideographer.com/wordpress/do-video-abstracts-increase-the-impact-of-scholarly-articles/

Candigitalfeaturesincreasetheimpactofmedicalresearch?

• Taylor&Francis:“Videoabstractscanhelptoengagereadersandmayleadtoincreasedusageandcitation”

• Elsevier:“[Audioslides]enableauthorstopromotetheirworkandsummarizetheirmainfindingsintheirownwords;[and]helpreadersquicklydeterminetherelevanceofanarticle”

• TheAdvancesinTherapybiosimilars articlecertaingainedaboostfromtheinfographicsandvideosattached.Otherdigitalfeatureshavereceivedhighdownloads

• ScottSpicer’sresearch(fortheJournalofLibrarianshipandScholarlyCommunication)demonstratedthat“Ahigherpercentage(36%)ofthe25toparticles(basedonreaderusage)hadanassociatedvideoabstract.Thiscouldbeduetoaneffectofvideoabstractsonarticlevisibilityorcouldreflectthegreaterlikelihoodofanauthorofatop-rankedarticletoproduceavideoabstract.Popularauthorsmaybemorecreativeormayhavealargerbudgettosupportvideoproductioncomparedtootherauthors.”

http://editorresources.taylorandfrancisgroup.com/video-abstracts/https://www.elsevier.com/books-and-journals/enrichments/audioslideshttp://jlsc-pub.org/articles/abstract/10.7710/2162-3309.1110/http://thescientistvideographer.com/wordpress/do-video-abstracts-increase-the-impact-of-scholarly-articles/

Conclusion

• Doesimpactfulresearchdrivesocialmediashares?Ordoessocialmediacreateimpactfularticles? Difficulttoknowwhichcomesfirst!

• Nevertheless,usingsocialmediacanbeapowerfulwayofpromotinganddiffusingresearch

• Indirectly,suchbroaddisseminationcouldinfluencethescholarlyimpact,slightlyimprovingtheprospectofincreasedcitations

• Tipstoincreaseimpactofarticles

• Encourageauthorstosharetheirworkviasocialmedia

• Ensurethatthetitleoftheworkisshortandcapturesthekeyfindings

• Sharetheworkonmultipleplatforms

• Coordinatethesocialsharingwitharelevantevent(e.g.aconference)ifpossible

• Combiningsocialmediawithdigitalfeaturesmayhelptodrivereadershiptothearticle

OrtegaJL.‘Twittercanhelpwithscientificdisseminationbutitsinfluenceoncitationimpactislessclear:http://blogs.lse.ac.uk/impactofsocialsciences/2017/01/11/twitter-can-help-with-scientific-dissemination-but-its-influence-on-citation-impact-is-less-clear/

Pleasecontactmeifyouhaveanyquestions

CarolineHalfordAdis|SpringerHealthcareLtdAdisPublishingManager

---SpringerHealthcareLtd|ChowleyOakBusinessPark|Tattenhall|Chester|CH39GA,UKTel: +44(0)1829772741E-mail:caroline.halford@springer.com

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