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Published on: April 13, 2018
Leveraging social media in the stem cell sector: exploring Twitter's potential as a vehicle for public information
Kathleen McNutt1, Amy Zarzeczny1
1Johnson Shoyama Graduate School of Public Policy, University of Regina, Regina, Saskatchewan S4S 7H9, Canada.
Aim:
Our aim in this project was to explore Twitter's potential as a vehicle for an online public information campaign (PIC) focused on providing evidence-based information about stem cell therapies and the market for unproven stem cell-based interventions.
Methods:
We designed an online, Twitter-based PIC using classic design principles and identified a set of target intermediaries (organizations with online influence) using a network governance approach. We tracked the PIC's dissemination over a 2-month period, and evaluated it using metrics from the #SMMStandards Conclave.
Results:
Participation was limited but the PIC achieved some reach and engagement.
Conclusion:
Social media based online PICs appear to have potential but also face challenges. Future research is required to better understand how to most effectively maximize their strengths.
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