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#CochraneUKroadshow Cochrane UK Social Media Roadshow

Tweeting for cochranites

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#CochraneUKroadshow

Cochrane UKSocial Media Roadshow

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It’s not as scary as you think!

Sarah Chapman @ukcochranecentr

Tweeting Cochrane

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3UK Cochrane Centre

“There is great power in the conversation. Know the risks and behave accordingly, but do not be so risk averse that you do not participate.”

Faris Timimi M.D., Medical Director for the Mayo Clinic Center for Social Media

Why use social media?

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• Don’t Lie, Don’t Pry• Don’t Cheat, Can’t Delete• Don’t Steal, Don’t Reveal

(A 12-Word Social Media Policy, Mayo Clinic Center for Social Media, 2012)

• Add value

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Simple rules for using social media

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Twitter is like a room full of people you want to network with – a very big one!

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• Self-promotion: target those who may be interested in your work & can use/promote it

• Others want to do this too – you can help each other!

• It’s an opportunity to put on a public display/represent your organisation

• Great for information-gathering• Remember – anyone in the

room could be listening• It’s social, it’s conversational• You might enjoy it!

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• You have 140 characters per tweet • At its most basic this will be the thing you

want to say….• …and most often a link too (if you’re

tweeting about a review, for example, you need to give people the link to it)

Twitter: the bottom line

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• Updated falls prevention review: good evidence that exercise helps http://ow.ly/iJJ8a #falls #exercise @AgeUK

# - hashtags

@ - Twitter handle

http:// - shortened link

A tweet is built up of…

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Using Hootsuite, a free social media management tool, shortens the links

Shortened link = 18 characters http://ow.ly/iJJ8a

Full link = 74 characters http://summaries.cochrane.org/CD007146/interventions-for-preventing-falls-in-older-people-living-in-the-community

There are other advantages to using Hootsuite too

A word about links

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• Associate your tweet with a topic

or event #malaria #ukcc21

• Make your tweet searchable by that tag

• Can act as a sub-clause to your

tweet, for added comment, emphasis or humour:

Roche still refusing to disclose #tamiflu data. #disappointed

Hashtags (anything with # in front)

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Performance anxiety

• I don’t know what to say (we’re coming to that)

• I might say the wrong thing (stick to the rules, admit mistakes quickly)

• Everyone else is more intelligent/witty/amusing/insightful than me (almost everyone else will be thinking this too)

• I haven’t got the time (you can keep it to a small amount of time and still reach a wide audience)

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What can I tweet about?

• Reviews/protocols new/updated, or linked to a news item, event, conversation, or just because you want to alert people to it! Include links to the summary or full review

• Citations of reviews in the media, journals etc (remember to give the link!)

• Cochrane events & training (especially yours!)

• Events you’re attending• Position statements e.g. “It’s important not just to

produce good reviews but to influence health”

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TWEETING YOUR REVIEW#CochraneUKroadshow

12UK Cochrane Centre

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This is ok:

Chinese herbal medicine for diabetic peripheral neuropathy http://onlinelibrary.wiley.com/doi/10.1002/14651858.CD007796.pub2/abstract

But this is better:

Chinese herbal medicine for diabetic peripheral neuropathy http://ow.ly/ivjXH #diabetes

I’ve added #diabetes so people searching for that would find it. I’ve also shortened the link by using Hootsuite

Tweeting your review

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This is better still:

No evidence to support the use of Chinese herbal medicines for diabetic peripheral neuropathy: #Cochrane review http://ow.ly/ivjXH #diabetes

This adds value by saying something about the review’s findings. It tells people it’s a Cochrane review and a search for #Cochrane will find it.

Tweeting your review

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Build a following

I found the account for @DiabetesUK - I could add them to my tweetI could look at who they follow and are followed by to find similar accountsUsing a hashtag e.g. #diabetes may gain me some new followers

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Tweeting your review

• Updated falls prevention review: good evidence that exercise helps http://ow.ly/iJJ8a #falls #exercise @AgeUK

• If you haven’t got space to add hashtags at the end you can put # before the relevant word in the main text of the post

• If you include a Twitter name for an individual or organization they will get an email alerting them to it – a good way to be seen!

Build a following

#’s & Twitter handles in your tweets can attract new followers

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You can highlight different aspects of a review:

Safety of Chinese herbal medicine for diabetic peripheral neuropathy unknown. Lack of trial data on harms http://ow.ly/ivjXH #diabetes

New #Cochrane review on Chinese herbal medicine for diabetic peripheral neuropathy finds only poor quality trials http://ow.ly/ivjXH #diabetes

Tweeting your review

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Tweeting your review

Some reviews really lend themselves to multiple tweets:

Home safety interventions effective in reducing #falls: updated #Cochrane review http://summaries.cochrane.org/CD007146/interventions-for-preventing-falls-in-older-people-living-in-the-community

#Cataract surgery on 1st eye reduced #falls in older women http://summaries.cochrane.org/CD007146/interventions-for-preventing-falls-in-older-people-living-in-the-community

#Cochrane UK Cochrane Centre 18

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Build a following

Searching for a hashtag e.g. #exercise or #cataracts can show who is tweeting about these & may bring up some accounts worth following

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You can target different audiences by the language you use

Taking antioxidant vitamins won’t cut your risk of getting #cataracts http://ow.ly/ivrBU

No evidence that antioxidant vitamin supplementation slows visual acuity loss or reduces #cataract risk or progression http://ow.ly/ivrBU

Tweeting your review

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It’s fine to tweet about uncertainties…

• Evidence on provision of educational materials to prevent #falls inconclusive http://ow.ly/iJJ8a #Cochrane

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…and to shout about the review’s reach

• Washington Post on #Cochrane falls prevention review: Obama calls it “the most important review of our time” link #falls

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Spot and target a potential audience

• It’s Falls Prevention week: there’s probably a designated hashtag – add it to your tweet, & search for the # to see what’s being talked about

• There’s a conference (as above)

• It’s January & icy, time to tweet about falls prevention: anti-slip shoes can reduce #falls in icy conditions http://ow.ly/iJJ8a #ice #winter

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• I’ve spotted that there’s a conference on Optometry Tomorrow (17-18 March)

• I’ve found out if there’s a designated hashtag: yes, it’s #OT13

• I’ve had a look at the programme• I’m ready to tweet some relevant reviews e.g.#Cochrane review finds silicone plugs can provide symptomatic relief in severe dry eye http://ow.ly/iJR2q #OT13

• I’ll also search for #OT13 to see what people are tweeting about

Upcoming conference

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Build a following

events are opportunities to reach new audiences and to find new accounts to follow too

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Our upcoming conference!

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Build a following

when someone retweets or replies to your tweet, check if you’re following them. If not, perhaps you should!

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These will usually be health-related, but not always!

Awareness/Special Days

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Build a following

I tend to follow more organizations than individuals, but some individuals are powerful influencers with large followings – engage with them if you can!

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I tweeted

Health professionals: has a #Cochrane review changed your practice? We’d love to hear!

Take a risk!

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The lifestyle editor from NHS Choices responded:

These conversations followed…

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…and an optometrist

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Build a following

This was retweeted by @MyEyeHealth – they could be worth following! Do theyhave followers I should

follow?

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• Caroline Fiennes also commented on the tweet & I started following her. Then this:

…and I made a new connection

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EXAMPLE: Jumping into conversations

#CochraneUKroadshow

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Jump into a conversation

• This isn’t rude – it’s a great opportunity!

The following slides show some real examples. I spotted these two conversations and jumped into them, adding value and grabbing the chance to promote Cochrane reviews (see the notes below the example)…

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Twitter

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Twitter

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Build a following

Engagement is more important than numbers. Increasing your following is good but you can show value & reach by the conversations you’re having.

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EXAMPLE: Live tweeting at the PIF Conference

#CochraneUKroadshow

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Twitter

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TWEETING A CONFERENCE

#CochraneUKroadshow

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Why tweet a conference?Share your enthusiasm!

Get new followers from your field of interest(they’ll value your input!)

Discuss issues with peers online

Transform online connections into real ones (tweetups)

Promote your organization’s values through what you highlight

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Types of conference tweets

• Mood tweets “Excited to be at #ukcc21, tucking into fab

pastries before the first plenary!”

• Tweetups“Great discussion on #bias, suggest meet at 12 in the ballroom to

talk some more #ukcc21”

• Talks - these are key tweets!

Should include speaker’s name, main information and hashtag

• Links To media coverage, videos, presentations and other useful resources

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HOW TO MANAGE YOUR SOCIAL MEDIA

#CochraneUKroadshow

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We use Hootsuite to manage all our social media accounts. It means you can write one message and select which accounts you would like to post it to.

And don’t worry it doesn’t cost a thing for a basic account!

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1. 2. 3. 4.

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What do these icons mean??Reply: you can respond to a specific tweet and you response will be attached as a ‘conversation’ to the original post.

Retweet: you can re-post a particular tweet for your own followers to see. If you do this the tweet will start with ‘RT’ which shows your followers that you have retweeted it from somebody else.

Direct message: you can privately message someone about a specific tweet

Reply all: you can tweet all the people mentioned in a particular tweet.

Favourite: If you favourite a tweet it means it will be saved in your ‘favourites' folder on your twitter account. To view your favourites you need to log directly into twitter.com

Send to email: will forward the specific tweet to your email

Ignore the last to they are for Pro account users.

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How to post on Hootsuite

When you click on the ‘compose a message...’ box, to opens out so you can write your post. (Don’t forget that you can only write in a 140 characters for twitter otherwise it will truncate your post. But if you are not posting to Twitter then you can write as much as you like!)

Hootsuite is great if you want to add a link to a post. You copy the link into the box and press ‘shrink’. It will make your link a lot shorter, meaning you have more characters spare for what you want to say.

You can also add attachments, locations and schedule your tweet to be posted on a specific day at a specific time!

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How to post on Hootsuite (cont.)

Once you have written your post, click on the ‘Click to select your profile box...’

A drop down list will appear of all your social media accounts, and you can choose one or more to send the post to.

Then all you need to do is press ‘Send Now’ and your post will be automatically sent to the accounts you have chosen.

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Timing tweets

• Scheduled tweets– Social media management software allows this– We send daily tweets using #CochraneEvidence

hashtag to highlight and link to new/updated reviews– Multiple tweets with same link but different wording –

to target different groups, or to highlight different aspects

– Remember global audience, different time zones – Awareness days/events & conferences

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Timing tweets

• Responsive tweets– Answering direct questions or comments– Engaging in public debate on a topic to state a

position, direct to information or just to be in the conversation

– Joining in a conversation to flag up relevant Cochrane evidence

– Tweeting a conference

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DO’S AND DON’TS#CochraneUKroadshow

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Dos and don’ts

DO• Listen, engage, join in conversations• Link often, direct people to useful sites – especially your

own!• Keep it active• Credit others• Keep the tone pleasant and professional

DON’T• Use abbreviated text-talk; cutting corners in your tweets

suggests you might cut them elsewhere!• Allow your tweets to be truncated at the end – people

may miss things

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