JMIR Publications

ABSTRACT

Background:

Despite extensive literature describing the use of social media in health research, a gap exists around best practices in establishing, implementing and evaluating effective social media knowledge translation (KT) strategies.

Objective:

Our goal was to examine successes, challenges, and lessons learned from utilizing social media within health research, and create practical considerations to guide other researchers.

Methods:

The Knowledge Translation Platform of the Alberta SPOR SUPPORT Unit formed a working group involving platform staff, academics, and a parent representative with experience using social media for pediatric health research. We collected four case studies covering a spectrum of data collection, engagement, and dissemination, which utilized a mix of social media platforms and evaluation methods. Methods and findings from each case study were summarized, as well as barriers and facilitators encountered. Through iterative discussions, we converged on recommendations and considerations for health researchers planning to use social media for KT.

Results:

We provide recommendations for elements to consider when developing a social media KT strategy. 1) Set a clear goal and identify a theory, framework, or model that aligns with your goals and objectives. 2) Understand your intended audience (use social network mapping to learn what platforms and social influences are available). 3) Choose a platform or platforms that meets your intended audience’s needs and your team’s capabilities (can you tap into an existing network? What mode of communication does it support?). 4) Tailor messages to meet user needs and platform requirements (e.g., plain language, word restrictions). 5) Consider timing, frequency, and duration of messaging, as well as nature of interactions. 6) Ensure adequate resources and personnel are available (e.g. content creators, project coordinator, communications expert and audience stakeholder/patient advocate). 7) Develop an evaluation plan a priori driven by goals and type of data available (quantitative, qualitative). 8) Consider ethical approvals needed (driven by evaluation, type of data collection).

Conclusions:

In the absence of a comprehensive framework to guide heath researchers using social media for KT, we provide several recommendations and key considerations. Future research will help validate the proposed components, and create a body of evidence around “best practices” for utilizing and evaluating social media as part of a KT strategy.