Promotional Campaign

One of the things I'm adamant about is that it's not really worth the investment of time and effort if very few people are going to pay attention - so promoting my tweets is going to be important.

If we ever do get our plasma screen then it will have an obvious and immediate benefit - but I want the impact to go a little further.

For instance, our medical faculty has several plasma screens (including one in the library) which don't really get updated - I'm trying to see if they'll insert my Twitter feed onto their screens.

I'm now including a link to my feed on all of my work emails, which will get it a little bit of exposure to people who are already on Twitter.

I'll be giving a lecture to all of our Year 3 medical students in a few weeks - I'll try and drop a mention of it into the presentation somehow - and I may well make the link visible at some point in training sessions I run throughout the next academic year.

Finally, I want to use it as just one part of the outreach programme the library wants to run with clinical teams in the hospital - which will have the added benefit that I can tailor it to suit the needs and interests of any teams that we work with.

Ahhh, it all sounds so easy ;o)

What to Tweet?

Deciding exactly what to Tweet is going to be an interesting challenge. Some of it is obvious, of course - news and info about the library for starters. Relevant news from the medical faculty, university and hospital - let's put a big tick right there.

But that in itself isn't going to be enough to keep the feed interesting and alive. And in any case, I want this to promote thinking about evidence based medicine in the minds of students and staff. So in addition to the absolute essentials of library, uni and hospital news, here's what I think I'll add:

• Relevant health news from the media.
• Appraisals of media heath news from the Behind the Headlines team.
• Discussions about EBM-related topics from people like Ben Goldacre, the CEBM, Journal Watch and the like.

In some ways, not having the plasma screen up and running will be a help - since it's allowing me to start tweeting from my EBM account knowing that actually not that many people are seeing it at the moment. I can find my "voice", get my pitch right and work out what I should and should not include whilst I have a relatively low profile.

Then, once I start promoting it to my intended audience and (hopefully!) start to get a reasonable number of followers I'll be more confident of having the pitch of my tweets about right.

Twitter & the Plasma Screen

Long before I decided to do the EBM Twitter feed, I was on Twitter in a social context - but clearly it would be inappropriate for me to mix my personal and professional Twitter personas, especially if I was going to post tweets onto a plasma screen.

Having two Twitter accounts might have been a real pain to manage - but it's actually very easy, thanks to TweekDeck. I can use that to monitor all the Twitter accounts I'm following, either through my social or professional account, and post items to either of my feeds (or to my Facebook account).

It's also made me realise the best way to manage my EBM Twitter feed and the plasma display: I'll have my publicly viewable EBM Twitter feed, and another (yes, a third!) Twitter account specifically for the plasma display.

Using TweetDeck I can then push tweets through to the main Twitter feed and/or to the plasma screen as I see fit - without tying myself up in knots and getting completely confused :)

The EBM Twitter Idea

We recently had the opportunity to have a huge plasma screen installed in the library, which we could use to post news and information to our users. I've seen these things before and it was obvious that for it not to be a huge waste of money it had to be:

• Positioned somewhere where people would see it and read it (you'd think that would be obvious to anyone installing this kind of thing... if only!)
• Contain interesting stuff that was updated regularly - if you saw exactly the same content a month on, then you've got a turkey on your hands... but if you could come back the next day, or even a few hours/minutes later and see something different? Well, then you've got something that people will actually look at

So the question was how could we update it? Sure, PowerPoint will do the job, but it's not exactly exciting, and you have to edit the file each time you want to make an alteration. No, what we really want is to embed an RSS feed or something similar...

...and that's when I thought about Twitter.

Here's the idea:

• In amongst the PowerPoint-style, image-intensive banner ads how about having a live stream of news
• Push it via Twitter and you've got an easy way of populating it with brief bits of news
• You want the display screen to have lots of fresh news - much like you would a Twitter feed: it's a natural fit!

But it still left the problem of what to post - dull library news about the new book we've just bought won't cut it. Stuff about evidence based medicine, research, medicine in the media however... well, that might just be the ticket. Hey, if it works for Ben Goldacre, why not for us, too?

Even better, for some while we've been looking to get more involved with the clinical teams in the hospital - supporting them more directly with literature searches, document supply and - importantly - things like critical appraisal. Maybe we could use this as a mechanism of prompting clinical staff to think more regularly about searching the literature more effectively, and the use & appraisal of evidence.

As Hannibal would say: "I love it when a plan comes together".



(Oh, I should say that we didn't get the plasma screen (maybe next year?), but now I've got the idea I'm going to get it up and running anyway.)

Libraries and Social Media

There are a lot of librarian technophiles - it pretty much goes with the territory these days. The favourite anecdote of a former colleague - our resident IT systems expert - was being asked: "Why don't you use ISBNs as the barcode for issuing books?"

...and being able to reply: "Because we had our catalogue on the computer before ISBNs were invented."

Geeky, but true.

Anyway, us librarians have been big fans of the web pretty much since it started. We've put our catalogues online, supplied our journals online, and we're trying to put our books online (someone give the publishers a nudge, please). So it's only natural that when all this talk of "Web 2.0" came along, we wanted to be involved.

Ever since, the library world has been awash with talk of why we all need to be on Facebook, Twitter, and the like. "It's a great way to talk to your users!" "You need to be where your users are!".

That is (speaking from an academic/medical library POV) a load of rubbish.

The important part of "social media" is the word "social". How many students or staff in the university really think to themselves: "You know what, I really want to join the library's Facebook group - I really think it will be interesting to have updates on what's happening in the library alongside pictures from last night's fun at the pub".

And even if they did join our group, how much do we actually have to say to them? How likely is it that you'll get even 2% of your target audience to join your Facebook group or Twitter feed if you only push out one update every couple of weeks? Especially if the most exciting update is: "Hey, we've just bought this great new book!".

I just don't see it.

If we're going to get on Facebook or Twitter, and make a meaningful go of it then we have to fulfill certain criteria:

• Have something interesting to say
• Be talkative - if you've gone a whole week without saying anything, you might as well not bother
• Have a personality - this is social media we're talking about here - if all you have to talk about is dry, corporate news then use the official library website: that's what it's there for

If you're going to use Facebook or Twitter, you'd better have a clear idea of what you want to use it for, how you'll use it, and what boundaries you'll operate within. And that is why (much as the idea interested me, and I wished we could talk to our users that way) I didn't think it was a medium that we could use effectively. Until...

A Bit of Background

I've been working as a librarian for 15 years now, and for much of that time as a medical librarian. This, added to my scientific education (a degree in "Physics With Astrophysics", University of Birmingham) has led me to develop a strong interest in the scientific evidence behind medicine.

I feel that it's important that we all (public, media, medical students and medical practitioners) understand what research actually means - and all the factors that can skew medical evidence.

I already contribute a little to this area, through my teaching of medical students and Foundation Doctors - but I want to do more to engage students' and doctors' interest. In part, I hope to achieve this by working more closely with clinical teams in the hospital, but I thought I might also try using a combination of social media and display screen technology to reach people serendipitously.