| Establishing clear objectives |
Clearly define the primary aims and long-term goals of the account (e.g., sharing clinical knowledge, medical education, recruitment, or creating a networking hub) Identify the target audience (e.g., in-house fellows vs. external trainees or colleagues) Create a guidance document for the posting team members to refer to and allow uniformity in the quality and type of posts |
| Assembling a team of contributors |
Balance the time and effort spent by team members with sustainability of the account by ensuring there are a sufficient number of contributors without making the team unmanageable
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| Creating a Twitter account |
Choose a representative account name and Twitter handle (e.g., username: PCCM UChicago; Twitter handle: @UChicagoPCCM) Keep the logo, colors, and theme consistent between primary website of the institution and other social media networks Work with your institution to ensure your PCCM account “branding” is in keeping with institutional norms Use the cover image to highlight the program’s strengths, such as available training opportunities (e.g., multidisciplinary conferences or procedural experience) Provide description of account’s goals with handles of the posting members Include link to fellowship program’s website or promotional video Make a conscious decision about allowing other users to send direct messages to the account |
| Posting content |
Original content is more impactful than simply retweeting other posts (26) All posts should be verified for accuracy of the content A regular cadence of posting (e.g., one post per day) leads to higher engagement and followers (10) Use scheduling platforms, such as Tweetdeck and Hootsuite, to plan/time release of posts Include enhancers such as videos, pictures, and GIFs Include relevant links for readers to access further information (27); use link-shortening websites such as Bitly, TinyURL, and Rebrandly (28) Use hashtags to engage in conversations related to topics of interest (e.g., #MedEd) and avoid using more than two hashtags (27) Maintain professionalism at all times, including when engaging with posts from other users |
| Fostering collaborative growth |
Credit should be given where due (e.g., when quoting other people’s tweets or posting content from other websites) Follow accounts of individuals, organizations, and programs with similar posting priorities Engage in conversations with colleagues and other programs on topics of identified priority (e.g., simulation-based medical education or journal clubs) Mention other users or accounts judiciously in your tweet to start |
| Advertising the account and the program |
Share institutional account on material created by the fellowship program for dissemination (i.e., put the Twitter handle everywhere, including on the departmental website, posters, conference presentations, interview agenda, and all other recruitment materials) Share the successes of the program, the faculty, and the trainees in a timely fashion |
| Measuring metrics |
Use Twitter analytics to acquire insights into the account’s followers, growth characteristics, and engagement patterns Regularly assess which posts gain the most engagement and consider building on the team’s strengths in terms of building content, formatting posts (e.g., Tweetorials), and depth of experience |
| Setting up a pipeline of contributors |
Set up a mentorship program for interested contributors Pair oncoming members of the posting team with currently posting members so that they understand the priorities and goals clearly If your program has a Twitter “superstar” and other verified users, ensure that they leverage their digital influence by drawing attention to the program handle and its posts as much as possible |
