Twitter: Strategy and utilization at the National Library of Medicine
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Twitter: Strategy and utilization at the National Library of Medicine January 5, 2010 David Hale, Social Media Strategist [email protected]http://twitter.com/lostonroute66 Division of Specialized Information Services (SIS) National Library of Medicine National Institutes of Health/Dept. of Health and Human Services
Twitter: Strategy and utilization at the National Library of Medicine
Overview of Twitter use at the National Library of Medicine's Division of Special Information Services and strategies for engagement and community related to public health and biomedical information
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Twitter: Strategy and utilization at the National Library of
MedicineJanuary 5, 2010
David Hale, Social Media Strategist [email protected] http://twitter.com/lostonroute66
Division of Specialized Information Services (SIS)
National Library of Medicine
National Institutes of Health/Dept. of Health and Human
Services
Twitter Basics
Social networking system based on sharing of short messages, called
tweets (140 characters)
Personal timeline comprised on tweets of individuals who one
follows
System for addressing tweets to an individual by name
Retweet (RT) repeating a tweet for all of ones followers
Private messaging system
Open architecture allows user-created enhancements
How Twitter sees@lostonroute66
http://twitter.com/lostonroute66
How @lostonroute66 seesTwitter
Twitter
User-created communication
Text
Links to web pages, images, video
Trending topics
Multi-directional
Simultaneous 1 to 1, 1 to many, many to 1
Time-independent
Features such as @replies and #hashtags enable asynchronous
communication
With whom can we connect?
Consumers
Engaged citizens
Uninterested public
Inter-agency
Intra-agency
International
Twitter has as much potential for connecting us to collaborators as
to consumers.
How federal agencies are using Twitter
Information push
Community engagement
Brand establishment/support
Promotion
Sentiment monitoring
Inter/intra-agency communication
Intelligence/information gathering
How feds are using Twitter
To find other feds exploring social media in support of agency
mission
Exchange information
Collaboration
Organization
Promotion
Follow news
Social Media Mantra
Mission, Tool, Metrics, Teach
Jeffrey Levy
EPA Web Communications
Federal Web Managers Social Media Sub-council
http://twitter.com/levyj413
http://govsocmed.pbworks.com/
Guidance/Policy
HHS Social Media Policy
http://www.newmedia.hhs.gov/standards/general
Twitter Policy
http://www.newmedia.hhs.gov/standards/twitter
USA.gov Twitter Best Practices
http://www.usa.gov/webcontent/technology/microblogging/twitter.shtml
Leverage the Long TailOpportunities part 1
Twitter (social media) allows connections to individuals/groups
with niche interests/information needs
Low transaction cost
Find communities built around specific interests/research and
engage
Expand presence of NLM
Promote NLM resources within relevant communities
Create communities where appropriate in support of NLM
mission
Who are NLM/SISs partners on Twitter?
Flu.gov
http://twitter.com/FluGov
Andrew WilsonHHS New Media Team (fmr)
http://twitter.com/AndrewPWilson
P. F. Anderson Univ. of Michigan Health Sciences
http://twitter.com/pfanderson
Carol Torgan, Ph.D.Scientist, NHLBI advisor
http://twitter.com/ctorgan
St. Elizabeth Medical CenterLafayette, IN
http://twitter.com/stelizabeth
Christy Perry - TV health reporter (fmr), Journalism Professor,
Syracuse Univ.
http://twitter.com/hxjournprof
ChiaHwuCommunity Manager
http://twitter.com/chiah
Where did we meet? Twitter, of course!Opportunities part
2
Engagement is key to building community
If you want to build community, go to where your audience already
is
Communities and Health Information
ChiaHwu, community manager, speaking at BIL:PIL (healthcare
unconference) about communities and health information
http://www.vimeo.com/8425580
Where did we meet? Twitter, of course!Opportunities part
2
Information Push Organizations (IPOs) must have allies, trusted
individuals to retweet and engage with community
Authority, influence derived from information source
Orgs will never be as powerful as individuals
Orgs which dont engage will become obsolete
IPOs should have one staff who is engaging face-to-face with
community
Community manager
How has NLM/SIS used Twitter?
Education
NLM/SIS staff provide training for Pan American Health Organization
(PAHO)
http://new.paho.org/epalco/index.php?option=com_content&task=view&id=149&Itemid=273
Social media/public health informatics
Emerging technology
Research
Forecasting trends
Strategic planning
Education
Uniformed Services University, Public Health Informatics class
partnership lecturers
Social media and Public Health Informatics
Community engagement
Evolving communication
Research
Overview/analysis of H1N1 response on Twitter
Public, private, federal, and NGO
Evaluating accuracy, authority, and trends
Research Semantic Twitter
http://www.slideshare.net/NLM_SIS/semantic-processing-of-twitter-traffic-for-epidemic-surveillance
SIS/LHC collaboration
Semantic MEDLINE processing of H1N1-related tweets (Twitter
posts)
Discussions of SemanticTwitter on Twitter lead to presentations at
AHRQ, University of MD, H1N1 panel w/ CDC
Increased awareness of NLM and other projects (Semantic MEDLINE,
DIMRC, etc.)
H1N1 panel reported in Washington Post 07.20.2009
Live-tweetingReal-time reporting of an event using
Twitter
http://twitter.com/NLM_SIS
Live-tweetingReal-time reporting of an event using
Twitter
Live-tweeting of NLM H1N1 Community Resilience Workshop picked up
by Flu.gov
NLM/SIS staff invited to live-tweet NIH H1N1 Summit from Flu.gov
Twitter account
NLM/SIS staff invited by Dir. Medical Policy Preparedness to White
House H1N1 response planning meeting
First live-tweeting of White House meeting
Natl Biodefense Science Board H1N1 meeting from @NLM_SIS
Live-tweetingOpportunities
NLM has vast array of content experts
Social media specialists can provide live-tweeting training to
content experts
Position NLM as trusted, authoritative source of timely
information/events within relevant social media channels
Strategy/implementation discussion
Within NLM
Lister Hill Center
Outside NLM
NIH, HHS/OS, ASPR, CDC, EPA
Assistant Secretary for Preparedness and Response (ASPR) Fusion
Cell
Health 2.0 community
Conference Tweet-wrangling
Coordinating/training social media team to provide live coverage,
promote conversation, engage virtual audience
NLM/SIS staff requested as tweet-wranglers at Open Government and
Innovation Conference
Keynotes by US CIO VivekKundraand US CTO Aneesh Chopra
Pillbox - Community baked-in
http://pillbox.nlm.nih.gov
Early stage presentation at HealthCamp
Un-conference focused on participatory health care, organized
largely via Twitter
Twitter used to communicate with interested individuals
Physicians, Pew Internet Project, Designers, Scientists
Creation of community of engagement
Development, promotion, awareness
Pillbox community promotion on Twitter
U.S. Pharmacopeia promotion of Pillbox
http://twitter.com/USPharmacopeia
Other health information connections made via
Twitter
Health 2.0 Google Wave Discussionorganized through
Twitter
Health Care Social Media #hcsmWeekly discussion group
http://www.healthsocmed.com/
#hcsm organized byDana Lewis - Senior, Univ. of Alabama
http://twitter.com/danamlewis
NLM Long Range PlanOpportunities part 3
Position NLM as trusted, authoritative source for biomedical
information in social media (disseminate biomedical
information)
Live-tweeting (live coverage of events, news)
NLM-led Twitter discussion groups
Online reference desk
Engage specific communities through emerging channels - Twitter,
Facebook, etc. (promote health literacy, reduce disparities)
Promote NLM program development and education programs (strong
& diverse workforce)
Low/zero cost partnerships w/ complementary federal, state, local,
NGO, academic orgs
Informatics research, i.e. SemanticTwitter (integrate biomedical
information systems)
Twitter: Strategy and utilization at the National Library of
MedicineJanuary 5, 2010
David Hale, Social Media Strategist [email protected] http://twitter.com/lostonroute66
Division of Specialized Information Services (SIS)
National Library of Medicine
National Institutes of Health/Dept. of Health and Human
Services