Twitter Basics Workshop

Presented by: Northwestern University Feinberg School of Medicine Office of Communications

Overview

What Can Twitter Do For YouHow to Tweet Why You Should Tweet

• Join Twitter • Send Tweets • Follow others

• Share • Participate• Engage • Manage

• Important concepts

• Dissemination examples

• Media outreach

Joining Twitter

Joining Twitter

Your full name and username (or handle are public), while your email is kept private and only used for notifications.

Creating your Twitter profile

• Unique user handle• Clear & concise profile description• Background image • Display picture• Accurate Location

Anatomy of a Tweet

Twitter Terminology

Favorite

Favorites are most commonly used when users like a Tweet. Favoriting a Tweet can let the original poster know that you liked their Tweet, or you can save the Tweet for later.

Retweet

A Tweet that you forward to your followers is known as a Retweet. You can use our built-in Retweet to simply forward the content, or add in a comment of your own.

Reply

You can join the conversation on Twitter by replying to others and mentioning them in your own Tweets.

Feinberg Social Media Guidelines Be responsible and informed: Any published content or accounts are subject to the

policies of the University.

Be transparent: Avoid screen names or anonymity. Identifying yourself can provide authenticity and value to your online contributions.

Be respectful: Carry the professional norms of any Feinberg office or function onto the social media platforms. Encourage feedback and two-way communication.

Respect other’s privacy: Do not reveal other people’s private information. Avoid tagging photos with individuals’ names without approval.

Add value: Contribute your observations, experiences, and opinions related to topics you are passionate about and understand well; cite your sources and separate opinions from facts.

Ask for advice: Unsure if a post is appropriate? Ask us for advice!

Iceberg Tweets

Example of An Iceberg Tweet

Example of An Iceberg Tweet

Example of An Iceberg Tweet

Using Twitter Data

Using Twitter Data

Twitter Timeline

Who to Follow: Stakeholders

Patients Clinicians Healthcare Providers

Payers Policymakers

Industry Researchers Funders

Who to Follow: Influencers

http://www.symplur.com/healthcare-hashtags/

Who to Follow: Twitter Suggestions

Who to Follow: Twitter Lists

Who to Follow: Twitter Lists

“Social media is like a cocktail

party”David Meerman Scott

Online Marketing Strategist

What Can You Do?

• Links to journal articles• Relevant news• Behind the scenes

Share

• Twitter Chats• Twitter Journal Club• Conference Hashtags

Participate

• Answer questions• Crowdsource resources• RT, Reply, Favorite others

Engage

Share

Pareto Principle Broccoli vs. Cheese

Share

411 Rule Burrito Principle

Participate

http://www.symplur.com/healthcare-hashtags/

Participate

Participate

Engage

Manage

Thought Leadership: An individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognize as one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise.

The Long Tail

“Our culture and economy is increasingly shifting away from a focus on a relatively small number of ‘hits’ (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail.”

Use of Social Media by Health Policy Researchers

Paper Dissemination on Twitter

What did we do?

• Received notice of upcoming publication 4 weeks in advance.

• Crafted a series of tweets after reading the paper.

• Shot video interview with researcher.

• Identified relevant keywords and hashtags to use.

• Created a list of individuals and organizations to mention.

• Drafted potential list of journalists to reach out to.

How did we do it?

• Asked for paper draft, press release info and embargo date.

• Looked beyond results section of the paper.

• Asked researcher to explain paper for a lay audience.

• Used Twitter Advanced Search and other tools

• Included co-authors, affiliated inst, orgs mentioned in paper.

• Found individuals who had previously covered the topic.

Tracking link to paper via Bit.ly

Paper Views & Downloads

Paper Dissemination on Twitter

Wins

• Researcher’s own department used our tweets.

• AcademyHealth RT us.• A Politico.com reporter mentioned

paper in daily brief.• JAMA Editor used our wording in his

tweets about the paper.

Lessons Learned

• Need to coordinate with all parties involved.

• Researcher suggested sending direct tweets to more media and thought leaders next time.

• Researcher suggested timing tweets about the paper next time policy announcements are made.

Engage

59%of journalists are on Twitter

What journalists want• Information that is timely and

relevant • Readily sharable information• A resource when they have

questions• Anything that saves time

New NIH Biosketch• Social commentary (such as Twitter) serves only to supplement

other metrics of impact • Consider using tweets only if they highlight extraordinary

dissemination to a stakeholder group or by prominent organizations

• Example: "The 4 papers describing this work were referred to by news media outlets 24 times; tweeted 13 times worldwide, including tweets from the National Cancer Institute, and commented on 8 times in PubMed Commons."

• For more ideas on writing about your impact in the new NIH Biosketch visit: http://galter.northwestern.edu/news/writing-about-your-impact-in-the-new-nih-biosketch

Twitter to Tenure: 7 Ways Social Media Advances My Career

• Media Interviews• Workshop Presentations• Lecture Invitations• Committee Invitations• Grant Opportunities• Dissemination

Vinny Arora, MP, MPP (@FutureDocs)Director of GME Clinical Learning

Environment Innovation and Assistant Dean of Scholarship & Discovery

Pritzker School of Medicine University of Chicago

• Feinberg School of Medicine Social Media Guidelines

• Social media workflow map

• Symplur – The healthcare Hashtag Project

• Bitly – URL Shortener

• Hootsuite – Social Media Management Tool

• Twitter to Tenure: 7 ways social media advances my career

Resources

Contact Us! Amanda Mozer @NUCATSInstituteMarketing and Communications Coordinator, NUCATS Instituteamanda.mozer@northwestern.edu312-503-2229

Amber Bemis @NUFeinbergMedCommunications Specialist, Feinberg Office of Communicationsamber.bemis@northwestern.edu312-503-1246

Roger Knight @nu_iphamMarketing & Communications Specialist, IPHAM rknight@northwestern.edu312-503-5496

Jennifer Bowker @LurieCancerManager of Communications, Robert H. Lurie Comprehensive Cancer CenterJ-bowker@northwestern.edu 312-695-0502

Questions? #FSMtweets