JMIR Publications

ABSTRACT

Background:

Social media use has potential to facilitate rapid dissemination of research evidence to busy health and social care practitioners.

Objective:

This systematic review aimed to quantitatively synthesise evidence of the between and within group effectiveness of social media for dissemination of research evidence to health and social care practitioners. It also compared effectiveness between different social media platforms, formats and strategies.

Methods:

We searched electronic databases for articles in English, published between January 2010 and January 2023, that evaluated social media interventions for disseminating research evidence to qualified, post registration health and social care practitioners in measures of reach, engagement, direct dissemination or impact. Screening, data extraction and risk of bias assessments were carried out by at least two independent reviewers. Meta-analyses of standardised pooled effects were carried out for between and within group effectiveness of social media and comparisons between platforms, formats and strategies. Certainty of evidence for outcomes were assessed using the Grading of Recommendations, Assessment, Development, and Evaluations (GRADE) framework.

Results:

Fifty mixed quality articles that were heterogeneous in design and outcome were included (nine were randomised controlled trials (RCTs)). Reach (in number of practitioners, impressions or post views) was measured in 26 studies. Engagement (in likes or post interactions) was evaluated in in 21 studies. Direct dissemination (in link clicks, article views, downloads or altmetric attention score) was analysed in 23 studies (eight RCTs). Impact (in citations or measures of thinking and practice) was measured in 13 studies. Included studies almost universally indicated effects in favour of social media interventions, although effect sizes varied. Cumulative evidence indicated moderate certainty of large and moderate between group effects of social media interventions on direct dissemination and impact respectively. After social media interventions, cumulative evidence showed moderate certainty of large within group effects on reach, engagement and direct dissemination and low certainty of a small within group effect on impacting thinking or practice. There was also evidence for the effectiveness of using multiple social media platforms (including Twitter and Facebook), images (particularly infographics), and intensive social media strategies with frequent, daily posts and involving influential others. No included studies tested dissemination of research evidence to social care practitioners.

Conclusions:

Social media was effective for disseminating research evidence to health care practitioners. More intense social media campaigns may be more effective than less intense interventions. Different social media characteristics, including platforms, formats and strategies may enhance reach, engagement, direct dissemination and impact and should be considered by researchers when disseminating their research to health care practitioners. Implications include recommendations for effective dissemination of research evidence to health care practitioners and further RCTs in this field, particularly investigating dissemination of social care research. Clinical Trial: PROSPERO Registration: CRD42022378793