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Association Between Institutional Social Media Involvement and Gastroenterology Divisional Rankings: Cohort Study
Austin Lee Chiang1,2, Loren Galler Rabinowitz3, Akhil Kumar4
1Brigham and Women's Hospital, Boston, MA, United States.
Journal of Medical Internet Research
|September 8, 2019
Summary
Social media presence, particularly on Twitter, is linked to hospital rankings in gastroenterology and GI surgery. An increase of 8000 followers can significantly improve or maintain a division's ranking.
Area of Science:
- Health Services Research
- Medical Informatics
- Digital Health
Background:
- Patients increasingly use social media for healthcare information.
- The United States News and World Report (USNWR) ranks hospitals annually.
- The relationship between social media presence and USNWR rankings for gastroenterology and GI surgery divisions is not well understood.
Purpose of the Study:
- To determine if social media presence correlates with USNWR gastroenterology and GI surgery divisional rankings.
- To assess how changes in social media presence over time impact division rankings.
Main Methods:
- Assessed social media presence of top 30 institutions from 2014 USNWR rankings.
- Used Pearson's correlation coefficients and multivariate analysis.
- Employed linear and logistic regression with 2014 and 2016 data to link follower counts and rankings.
- Conducted sensitivity analysis to identify follower thresholds for ranking changes.
Main Results:
- Twitter follower count independently predicted divisional ranking and reputation score in 2014.
- Academic affiliation also predicted USNWR ranking and reputation score.
- Between 2014-2016, increased Twitter followers significantly correlated with improved or maintained rankings.
- An 8000-follower increase was the optimal threshold for predicting improved/stable rankings.
Conclusions:
- Institutional social media presence is independently associated with USNWR divisional rankings and reputation.
- Growth in social media following, specifically an 8000-follower increase, predicts improved or stable rankings.
- Social media engagement is a key factor in the perceived reputation and ranking of medical divisions.
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