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Social Media as a Dissemination Tool.

Presented at the 2013 Addiction Health Services Research Conference, Portland, OR, October 23-25, 2013.

Erin L. Winstanley, PhD, Theresa M. Winhusen, PhD (both from University of Cincinnati/CinARC, OV Node).

The use of social media has grown exponentially over the past decade. Social media is a potential mechanism to disseminate science-based information with the ability to reach patients, organizations, cities, states, and federal entities simultaneously. The Ohio Valley Node (OVN) of the National Institute on Drug Abuse (NIDA) Clinical Trials Network (CTN) began using Facebook and Twitter in the fall of 2011 to disseminate science-based information regarding substance use disorders (SUD). Data from calendar year 2012 was captured and metrics were developed to evaluate the utility of using social media as a dissemination tool. Information was posted to Facebook 73% of days with a mean number of 1.4 posts per day (SD=1.6, range=0-11) and to Twitter 75% of days with a mean number of 1.2 posts per day (SD=1.5, range=0-12). For Facebook posts, the total mean reach of Facebook posts was 32 people (SD=11, range=0-85) and the mean total impressions was 118 people (SD=39, range=5-293). By the end of 2012, 95 people or pages liked the OVN Facebook page and the OVN liked 341 Facebook pages. By the end of 2012, the OVN twitter account had 504 followers and the OVN was following 1,063 Twitter accounts. Additional data will be presented describing target audience reach (persons or organizations interested in SUD) and content of posts, as well as social networking metrics. In summary, social media is a low-cost tool to disseminate information and additional research is needed to measure the impact of this form of dissemination. (Presentation, PDF, English, 2013)

Keywords: Dissemination strategies | Social media | Addiction Health Services Research Conference, 2013

Document No: 1041

Submitted by Erin Winstanley, PhD (OV Node), 1/13/2014.

Winhusen, Theresa M. search
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Supported by a grant from the National Institute on Drug Abuse to the University of Washington Alcohol and Drug Abuse Institute.
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Updated 1/2014 --