Parwani, P, Choi, A, Lopez-Mattei, J, Raza, S, Chen, T, Narang, A, Michos, E, Erwin, J, Mamas, M ORCID: https://orcid.org/0000-0001-9241-8890 and Gulati, M (2019) Understanding Social Media: Underlying Motivation and Untapped Opportunities for Cardiovascular Medicine. JACC - Journal of the American College of Cardiology, 73 (9). pp. 1089-1093.

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Abstract

Background
Since 70% of the typical internet consumers utilize social media, platforms such as Twitter or Instagram represent a highly trafficked & underutilized communications opportunity for cardiologists to educate and engage with patients, the general population, as well as with peers. To facilitate the optimal usage of social media in cardiology, we aimed to understand its current users and their patterns of engagement

Methods
Using the data analytics platform called captiv8, we identified the users who had either primarily contributed or engaged with (retweeted, commented or shared) conversations related to cardiovascular disease using #cardiology, #stroke & #diabetes on Twitter and Instagram. We characterized users’ demographics as well as identified patterns of engagement on the topic of cardiology in social media.

Results
Rates of engagement on social media have exponentially increased since 2012. Females are more active on Instagram; while males are active on twitter (Table 1). None of the big healthcare organizations were top contributors on either platform. #Cardiology generated the most engagement for conversations related to cardiovascular health, followed by #medicine & #heart.

Conclusions
Social media usage has experienced rapid uptake in recent years and can be an effective platform to guide discussions & spread public health awareness regarding cardiovascular issues.

Item Type: Article
Additional Information: The final published version of this article can be accessed online at https://doi.org/10.1016/j.jacc.2018.12.044
Uncontrolled Keywords: social media; cardiovascular
Subjects: R Medicine > R Medicine (General)
R Medicine > RA Public aspects of medicine
R Medicine > RC Internal medicine > RC666 Diseases of the circulatory (Cardiovascular) system
Divisions: Faculty of Medicine and Health Sciences > Primary Care Health Sciences
Depositing User: Symplectic
Date Deposited: 03 Jan 2019 16:01
Last Modified: 08 Mar 2019 11:37
URI: http://eprints.keele.ac.uk/id/eprint/5623

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