To Tweet or Not to Tweet: A Longitudinal Analysis of Social Media Use by Global Diabetes Researchers

• DOI: 10.1007/s40290-021-00408-6
• Publication Date: 2021-12-07T15:02:53Z
• Authors: Simon Leigh; Max E. Noble; Frances E. Pearson; James Iremonger; David T. Williams
• Keywords: Seniority

Engaging influential stakeholders in meaningful exchange is essential for pharmaceutical companies aiming to improve care. At a time where opportunities face-to-face engagement are limited, the ability interact, learn and generate actionable insights through digital channels such as Twitter, of considerable value.The aim this study was evaluate among global diabetes mellitus researchers.We identified every tweet (20,614,515) scientific publication (44,135) regarding from 1 August 2018 2020. Through author matching we combined datasets, resulting list digitally active authors. Generalised linear modelling factors predicting their engagement.Globally, 2686 researchers used Twitter discuss management mellitus, posting 110,346 diabetes-related tweets. As followers increased, so did frequency (p < 0.001), retweets 0.001) replies content. Publication count (overall/per month) proportion first/last authorships were unrelated likelihood being retweeted or replied > 0.05). Those with most academic co-authors significantly less likely than those smaller networks (< 50; p = 0.001). Finally, publishing frequently on specific themes, including insulin 0.041) paediatrics more about these themes.Academic expertise seniority cannot be assumed proxies influence. promote science obtain condition should consider looking beyond well-known 'key opinion leaders' perhaps lesser known 'digital networks, who specialise delivery highly content captive audiences.Traditionally, research scientists clinical experts any field make opinions by writing journal papers. After successful peer review, they accepted made publicly available. However, during coronavirus disease 2019 (COVID-19) pandemic, information has been shared discussed using platforms ever before, setting stage greater role discussions future. It important that industry aware shift it may offer up new opportunities. Using test case, compared researchers’ activity over 2-year period. We found established fields, publications name, far sharing valuable large audiences. This makes them ‘opinion leaders’ even if would not thought traditional, sense, suggesting look only high-ranking journals, publish within them, missing an ever-increasing part conversation. first compare traditional activities highlights potential approach gain novel knowledge topics.