Twitter Hashtag and Online Engagement During Surgical Society Meetings Over a 5-Year Period

Abstract

Background

Utilizing social media platforms can augment medical conferences by sharing new knowledge and information through hashtags. We aim to investigate the use of Twitter, enhanced conference experience, and education at the Eastern Association for the Surgery of Trauma (EAST) Annual Scientific Assembly 2016-2020.

Methods

EAST hashtags were analyzed for the Annual Scientific Assembly 2016-2020: #EAST2016, #EAST2017, #EAST2018, #EAST2019, and #EAST2020. Using #EAST2016 as a baseline, active interaction through engagement, measured by tweets and retweets, passive interaction through impressions, measured by views, as well as users, and influencers were analyzed.

Results

2016-2018 saw a significant increase in engagement (7400 to 9200 to 11 000, respectively, P < .05). 2018-2020 then showed a significant decrease in engagement (11 000 to 9000 to 6700, respectively, P < .05). Impressions, increased significantly from 2016 to 2020 (6.6 million to 13.3 million to 12.6 million to 19.9 million to 20.3 million, respectively, P < .05). Users significantly increased to 2700 in 2018 compared with 1000 in 2016 (P < .05), and significantly decreased to 814 in 2020 compared with 2700 in 2018 (P < .05). The top online influencer was the EAST organization Twitter account.

Conclusion

#EAST2016-2018 showed a significant increase in engagement between users, measured by tweets/retweets. However, #EAST2019-2020 suffered declines in users’ engagement, maybe a result of social media fatigue. Although, #EAST2016-2020 showed a significant increase in impressions. Both passive and to a more extent active forms of online social media engagement can potentially disseminate new knowledge and medical information. Scientific societies should focus on more effective ways to maintain and enhance users’ online experience and engagement toward better utilization of social media platforms.

Keywords

Twitter health care hashtags social media engagement Eastern Association for the Surgery of Trauma knowledge dissemination

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