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5/14/2018
1
©2014 American Academy of Neurology
Social Media
How to do Editorial Research:
Morgan SorensonManaging Editor, Neurology: Neuroimmunology &
Neuroinflammation
©2014 American Academy of Neurology
• Started in 2009
• Over 67,000 facebook likes
• Over 29,000 Twitter followers
• Goal: Increase web traffic without taking a lot of staff time
Background
©2014 American Academy of Neurology
• Should we increase staff time?
• Should we focus on one type of social media more than another?
• Are the “likes” and “retweets” good indicators on how much traffic is being directed to our site?
Was there value in our efforts?
5/14/2018
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©2014 American Academy of Neurology
• No budget
• Limited time
• No statistical expertise
• No clear idea of how much
importance to place on results
Barriers
©2014 American Academy of Neurology
• Use link shortening services to create trackable links (one
for Twitter, one for facebook)
• 6 papers on similar topics – some promoted, some not
• Survey authors to see if they provided their own
promotion
• Compare results of web traffic from Twitter and facebook
• Compare access numbers for the promoted/non promoted
articles
The study
©2014 American Academy of Neurology
Results
• Less than 1% of web traffic
was coming from our
social media
• Twitter had a higher click rate
• Authors were generally not doing their own social
media promotion
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©2014 American Academy of Neurology
Interpreting results
•Do you have enough data to
make an informed decision?
•Do you have the right kind of
data to answer the question?
• Is this conclusive?
•Results now might not be accurate in the
future
©2014 American Academy of Neurology
The future
• At the time, we determined
that we would not increase
time spent on social media
• Possibly trying to use more engaging
methods on Twitter
• Focus on other ways to drive traffic to
the website
©2014 American Academy of Neurology
Finding similar studies
•Others most likely needed the same data
•Published research is easily found and
accessible (CSE site, blogs, Google, etc)
•Great to get ideas from, but was important
to study our journal specifically
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©2014 American Academy of Neurology
Using free analytics: Twitter
• See your top
tweets
• See who your top
followers are
• Compare tweets
from days/months
©2014 American Academy of Neurology
What topics are getting the most attention?
Twitter has great
©2014 American Academy of Neurology
• Find what time is most
effective for your
audience
• Compare posts and look
at engagement with your
content
Insights: facebook
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©2014 American Academy of Neurology
Insights: facebook
• Compare against similar pages
• Compare posts and look at engagement
with your content
©2014 American Academy of Neurology
Other free resources
©2014 American Academy of Neurology
Future research
• Working on a Twitter project
• Repeat original study every few years
• Always keeping up to date with new
studies posted in the same topic area