Marketing yourself in social media as a global health organization: lessons to be learned.
World J Urol
; 41(12): 3801-3806, 2023 Dec.
Article
en En
| MEDLINE
| ID: mdl-37902862
ABSTRACT
PURPOSE:
To evaluate whether X, formerly known as Twitter, is being used effectively to advance the goals of International Volunteers in Urology (IVUmed). How is X activity associated with end-user engagement?METHODS:
Monthly analytics of the X account @IVUmed were reviewed between September 2014 and November 2022 using https//analytics.twitter.com/ . Outcomes included tweets, mentions, impressions, engagements, interactions, followers, and profile visits. Statistical analysis using Mann-Whitney U test and Spearman's rank-order correlation was performed. Top tweet content between December 2020 and November 2022 was also analyzed and assigned one of seven different categories research, workshops, mission statement, educational materials, fundraising, individual spotlight, and other.RESULTS:
Of @IVUmed's 1668 followers, 1334 (80.0%) were individuals. One thousand one hundred twenty-six (84.4%) individuals listed their locations with the majority (79.8%) residing in high-income countries. Tweet impressions have increased over time; they were significantly higher (p < 0.01) on average after the onset of COVID-19 in March 2020. From December 2020 to November 2022, new followers were positively correlated with tweet impressions (p < 0.01), total mentions (p < 0.01), and profile visits (p < 0.01). Profile visits were positively correlated with total tweets (p < 0.01). The content categories for monthly top tweets that proportionally garnered the most engagements were workshops (50%) and individual spotlight (29%), despite not being the most tweeted about content categories.CONCLUSION:
Non-profit organizations wishing to increase their web-based outreach can benefit from increased primary X activity. While not evaluated in this study, it may also improve fundraising capabilities. Nevertheless, periodic review of account activity is important to ensure engagement of the targeted audience.Palabras clave
Texto completo:
1
Colección:
01-internacional
Base de datos:
MEDLINE
Contexto en salud:
2_ODS3
Problema de salud:
2_cobertura_universal
Asunto principal:
Urología
/
Medios de Comunicación Sociales
Límite:
Humans
Idioma:
En
Revista:
World J Urol
Año:
2023
Tipo del documento:
Article
País de afiliación:
Estados Unidos