Article2020

#SoMe4Surgery: from inception to impact

Rebecca C. Grossman · Graham Mackenzie · Deborah Susan Keller · Nicola B. Dames · Perbinder Grewal · Andrés A. Maldonado +6 more

18 citations0/0 files storedBMJ Innovations

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Social Media in Health Education Academic Publishing and Open Access Social Media and Politics

Abstract

Objectives and setting The aim of this study was to create a hashtag #SoMe4Surgery on the social network application Twitter, and to examine the natural history of the resulting online community. Design and outcome measures A prospective, four-stage framework was proposed and used: (1) inception phase (connection): users were actively invited to participate; (2) dissemination phase (contagion): several tweetchats were designed, scheduled and run; (3) adherence phase (feedback): Twitonomy and NodeXL summaries were regularly posted on Twitter; and (4) impact phase (outcomes): abstracts and manuscripts, and related projects on Twitter. Tweets, influencers and interactions were analysed, and a brief survey was shared with participants to assess demographics and motivations of social media use. Participants Users engaging with the #SoMe4Surgery hashtag. Results Users of the hashtag came from a wide variety of specialties and geographical locations, as well as varying in age and stage of training. The inception of #SoMe4Surgery was followed by an increase in the follower count and impressions of users. A total of 675 tweeters posted 11 855 tweets with 30 122 retweets between 28 July and 27 December inclusive. There were new contributors and activity throughout the period. There were many more retweeters than accounts posting original content. Over a 10-day period ending on 31 December 2018, the number of followers of the 10 most influential accounts was higher than the number of followers of the 10 most engaging accounts (p=0.002). The mean (SD) number of tweetchat participants was 121 (64), who posted 719 (365) tweets and had a potential reach of 3 825 155 (1 887 205) accounts. Spin-off projects included surveys from low and medium-income countries, subspecialised hashtags, presentations and one publication. Conclusions The creation of a cohesive online surgical community may allow a flattened hierarchy, with increased engagement between surgeons, other healthcare professionals, researchers and patients.

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References

2011Social media? Get serious! Understanding the functional building blocks of social media 2009Computational Social Science 2011Why people use social networking sites: An empirical study integrating network externalities and motivation theory 2014Social Media: A Review and Tutorial of Applications in Medicine and Health Care 2013Online Medical Professionalism: Patient and Public Relationships: Policy Statement From the American College of Physicians and the Federation of State Medical Boards 2013Dangers and Opportunities for Social Media in Medicine 2013The Use of Social Media in Healthcare: Organizational, Clinical, and Patient Perspectives 2018Scientists on Twitter: Preaching to the choir or singing from the rooftops?

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2021Psychological Health of Surgeons in a Time of COVID-19 2020Beyond the hashtag – An exploration of tweeting and replies at the European Society of Surgical Oncology 39th clinical conference (ESSO39)2020Factors Influencing the Dissemination of Tweets at the American College of Surgeons Clinical Congress 2018 2024Current insights on social media as a tool for the dissemination of research and education in surgery: a narrative review

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