[Using Twitter in oncology. Research, continuing education, and advocacy]

Traditional mass media coverage has been enhanced by Twitter, an interactive, real-time media, useful in health care, and particularly in oncology. Social media such as Twitter are gaining increasing acceptance as tools for instantaneous scientific dialogue. Professional medical societies such as ASCO and ESMO are using microblogging to expand the reach of scientific communications at and around their scientific meetings. To widen the message and maximize the potential for word-of-mouth marketing using Twitter, organizations (such as AIOM, ASCO or ESMO) and industries need a strategic communications plan to ensure on-going social media conversations. Twitter is a very powerful tool indeed that amplifies the results of scientific meetings, and conference organisers should put in place strategies to capitalise on this. This review demonstrates that cancer patients also share information more and more via Twitter about their disease, including diagnosis, symptoms, and treatments. This information could prove useful to health care providers.