Use of a Coordinated Social Media Strategy to Improve Dissemination of Research and Collect Solutions Related to Workforce Gender Equity

Kelly A. Cawcutt, Lillian M. Erdahl, Meridith J. Englander, Diane M. Radford, Amy S. Oxentenko, Linda Girgis, Lindsey L. Migliore, Julie A. Poorman, Julie K. Silver

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Background: To increase awareness, search for solutions, and drive change, disparity-related research needs to be strategically disseminated. This study aimed to quantify whether a social media strategy could: (1) amplify dissemination of gender equity-related articles and (2) collect proposed solutions to gender equity issues. Methods: In April 2018, eight published journal articles covering separate gender equity issues were presented in a 1-hour Twitter chat hosted by Physician's Weekly. Metrics data were collected before, during, and after the chat. During the chat, one question related to each article was tweeted at a time. Qualitative data were extracted from responses and evaluated for thematic content. Results: In the 16-hour period during and following the chat, we tallied 1500 tweets from 294 participants and 8.6 million impressions (potential views). The Altmetric Attention Score of each article increased (average, 126.5 points; range, 91-208 points). Within the respective journal, the Altmetric Rank of seven articles improved (range, 3 to ≥19), while the eighth maintained its #1 rank. The one article for which share and download data were available experienced a 729% increase in shares following prechat posts and another 113% bump after the chat, a 1667% increase overall (n = 45-795). Similarly, downloads, and presumably reads, increased 712% following prechat posts and another 47% bump after the chat, a 1093% increase overall (n = 394-4700). We tallied 181 potential solutions to the eight gender equity-related questions. Conclusion: Our results demonstrate that social media can be used strategically to increase the dissemination of research articles and collect solution-focused feedback.

Original languageEnglish (US)
Pages (from-to)849-862
Number of pages14
JournalJournal of Women's Health
Volume28
Issue number6
DOIs
StatePublished - Jun 1 2019

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Social Media
Interpersonal Relations
Research
Physicians

Keywords

  • gender bias
  • information dissemination
  • physicians
  • social media
  • translational research
  • women

ASJC Scopus subject areas

  • Medicine(all)

Cite this

Use of a Coordinated Social Media Strategy to Improve Dissemination of Research and Collect Solutions Related to Workforce Gender Equity. / Cawcutt, Kelly A.; Erdahl, Lillian M.; Englander, Meridith J.; Radford, Diane M.; Oxentenko, Amy S.; Girgis, Linda; Migliore, Lindsey L.; Poorman, Julie A.; Silver, Julie K.

In: Journal of Women's Health, Vol. 28, No. 6, 01.06.2019, p. 849-862.

Research output: Contribution to journalArticle

Cawcutt, KA, Erdahl, LM, Englander, MJ, Radford, DM, Oxentenko, AS, Girgis, L, Migliore, LL, Poorman, JA & Silver, JK 2019, 'Use of a Coordinated Social Media Strategy to Improve Dissemination of Research and Collect Solutions Related to Workforce Gender Equity', Journal of Women's Health, vol. 28, no. 6, pp. 849-862. https://doi.org/10.1089/jwh.2018.7515
Cawcutt, Kelly A. ; Erdahl, Lillian M. ; Englander, Meridith J. ; Radford, Diane M. ; Oxentenko, Amy S. ; Girgis, Linda ; Migliore, Lindsey L. ; Poorman, Julie A. ; Silver, Julie K. / Use of a Coordinated Social Media Strategy to Improve Dissemination of Research and Collect Solutions Related to Workforce Gender Equity. In: Journal of Women's Health. 2019 ; Vol. 28, No. 6. pp. 849-862.
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AU - Oxentenko, Amy S.

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AB - Background: To increase awareness, search for solutions, and drive change, disparity-related research needs to be strategically disseminated. This study aimed to quantify whether a social media strategy could: (1) amplify dissemination of gender equity-related articles and (2) collect proposed solutions to gender equity issues. Methods: In April 2018, eight published journal articles covering separate gender equity issues were presented in a 1-hour Twitter chat hosted by Physician's Weekly. Metrics data were collected before, during, and after the chat. During the chat, one question related to each article was tweeted at a time. Qualitative data were extracted from responses and evaluated for thematic content. Results: In the 16-hour period during and following the chat, we tallied 1500 tweets from 294 participants and 8.6 million impressions (potential views). The Altmetric Attention Score of each article increased (average, 126.5 points; range, 91-208 points). Within the respective journal, the Altmetric Rank of seven articles improved (range, 3 to ≥19), while the eighth maintained its #1 rank. The one article for which share and download data were available experienced a 729% increase in shares following prechat posts and another 113% bump after the chat, a 1667% increase overall (n = 45-795). Similarly, downloads, and presumably reads, increased 712% following prechat posts and another 47% bump after the chat, a 1093% increase overall (n = 394-4700). We tallied 181 potential solutions to the eight gender equity-related questions. Conclusion: Our results demonstrate that social media can be used strategically to increase the dissemination of research articles and collect solution-focused feedback.

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