Leveraging social media in the stem cell sector: exploring Twitter's potential as a vehicle for public information campaigns.

ABSTRACT

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.