DAN POLSKY, PHD Executive Director David Grande, MD, MPA, Director - - PowerPoint PPT Presentation

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DAN POLSKY, PHD Executive Director David Grande, MD, MPA, Director - - PowerPoint PPT Presentation

Feb 10, 2023 235 likes •469 views

DAN POLSKY, PHD Executive Director David Grande, MD, MPA, Director of Policy Rebecka Rosenquist, MSc, Assistant Director of Health Policy & Communication S OCIAL MEDIA STRATEGY PennLDI 2 W HAT DO ACADEMICS SAY ABOUT SOCIAL MEDIA ?

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DAN POLSKY, PHD

Executive Director

David Grande, MD, MPA, Director of Policy Rebecka Rosenquist, MSc, Assistant Director

  • f Health Policy & Communication
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SOCIAL MEDIA STRATEGY

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WHAT DO ACADEMICS SAY ABOUT SOCIAL MEDIA?

Traditional Media Social Media Direct Outreach P-value3 Perceived efficacy1 6.7 6.6 7.3 0.06 Self-confidence1 7.0 5.4 6.0 <0.001 Peer respect1 7.7 5.8 7.4 <0.001 Academic promotion1 7.1 5.2 5.9 0.003 Overall impression2 73.2 69.0 75.6 0.04

1 1-10 scale where 1=not at all and 10=very 2 0-100 scale where 0 = “cold” feeling about researcher and 100 = “warm” feeling toward researcher 3 P-values calculated using ANOVA and test for a difference between experimental groups.

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THEY WERE USING TRADITIONAL DISSEMINATION METHODS

14.4% 19.1% 20.9% 30.7% 33.5% 63.2% 65.1% 69.7% 74.4%

0% 20% 40% 60% 80%

Tweeted about Research Updated Facebook Friends about… Blogged about Research/Policy Published Editorial with Policy Recs Published Policy Brief Contacted Interest Group News Media Covered Your Study Interviewed by Reporter Directly Contacted Policymaker Respondents were asked to self-report whether they had used any of the above communication methods in the past year.

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WHAT MADE THEM NERVOUS?

Culture Professional Risk Low Confidenc e Uncertainty

  • f Efficacy

Grande et al., Health Affairs, 33, no.7 (2014):1278-1285

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THERE IS MORE DISTRUST THAN YOU THINK

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HOW CAN YOU REACH POLICYMAKERS ON SOCIAL MEDIA?

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HOW CAN YOU REACH POLICYMAKERS ON SOCIAL MEDIA?

558 staff members 184 identified on Twitter (33%) 115 had public accounts (63%) 69 had private accounts (37%) 374 not identified

  • n Twitter

(67%)

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TOP HEALTH SOURCES

NAME FOLLOWERS TWEETS # STAFF FOLLOW Sarah Kliff 35,079 10,987 26 Brendan Buck 11,700 9,040 16 Chelsea Clinton 556,776 2,048 16 HHS.gov 399,315 3,227 14 HealthCare.gov 175,683 1,513 14 Energy and Commerce 17,019 5,346 14 Planned Parenthood 111,147 14,783 13

  • Sen. Tom Coburn M.D.

78,052 1,300 13 NYTimes Health 638,468 20,472 12 The Hill Healthwatch 14,294 8,783 11 NPR Health News 478,127 8,775 10 Kathleen Sebelius 39,359 778 9 WSJ Health News 374,706 8,073 9 DC Fire and EMS 21,905 16,933 9 Kaiser Family Found 46,722 6,019 8 WHO 1,363,230 11,329 8 Jennifer Haberkorn 6,557 6,186 8 Health_Affairs 77,566 3,464 7 Kaiser Health News 73,652 7,228 7

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TOP SOURCES OVERALL (NON-HEALTH) Individuals Academic 23 (1.9 %) Political-Governmental 329 (27.4 %) Advocacy-Interest Groups 48 (4.0 %) News Media 446 (37.1 %) Organizations Academic 3 (0.2 %) Political-Governmental 107 (8.9 %) Advocacy-Interest Groups 95 (7.9 %) News Media 180 (15.0%)

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IS IT WORTH IT?

  • Researchers are slow to adopt and the norms of

social media can conflict with academia

  • Social media strategy may not completely disrupt

information channels – but it is a new tool to power them

  • Academics need help
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Why we use social media (Twitter)…

  • To promote our experts, their work, our

coverage of their work

  • To build reputation around certain areas
  • f research
  • Connect with…media, influencers,

policymakers (?)

  • Be an actor in the health policy space

A UNIVERSITY-BASED RESEARCH INSTITUTE

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Play a role that researchers aren’t comfortable with Problem we’re trying to solve for:

  • Thinking like a ‘public intellectual’
  • Being willing to generalize
  • Self-promotion embarrassment
  • Fear of getting something wrong
  • Academic promotion incentives

THE INSTITUTIONAL ADVANTAGE

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  • Careful about our ‘voice’
  • Aim to be an institute with personality
  • Twitter is a community of individuals
  • Finding the balance between promotion and

usefulness

AND DISADVANTAGE…

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  • Graphics
  • Hooking up to what others are talking about
  • Promoting someone who’s writing about our

research or researchers (everyone likes being promoted)

THINGS THAT HAVE WORKED

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  • Following policy, instead of research, cycle
  • ‘Dusting off’ old findings – give them new life when

policy relevant

  • May not reach policymakers (Dave’s research) but

reach influencers

  • Not just a push strategy – key source of info about

publications, policy developments, hot topics

KEY VALUE OF SOCIAL MEDIA

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EXAMPLE: WHY ACADEMICS SHOULD TWEET

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  • Efforts in content production and success of a Twitter

strategy don’t always match

  • Continued reticence among (some) faculty
  • Breaking through the noise
  • Being publicly available…for better or worse
  • How to measure impact?
  • ‘impressions’, ‘engagement‘, # of followers OR

quality of followers

CHALLENGES

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THANK YOU! DAVID GRANDE @DAVEGRANDE

DGRANDE@WHARTON.UPENN.EDU

REBECKA ROSENQUIST @PENNLDI @REBECKAROSENQU1

REBECKAR@WHARTON.UPENN.EDU