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首页> 外文期刊>Journal of medical Internet research >Follow #eHealth2011: Measuring the Role and Effectiveness of Online and Social Media in Increasing the Outreach of a Scientific Conference
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Follow #eHealth2011: Measuring the Role and Effectiveness of Online and Social Media in Increasing the Outreach of a Scientific Conference

机译：关注＃eHealth2011：衡量在线和社交媒体在扩大科学会议范围方面的作用和有效性

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Background: Social media promotion is increasingly adopted by organizers of industry and academic events; however, the success of social media strategies is rarely questioned or the real impact scientifically analyzed.Objective: We propose a framework that defines and analyses the impact, outreach, and effectiveness of social media for event promotion and research dissemination to participants of a scientific event as well as to the virtual audience through the Web.Methods: Online communication channels Twitter, Facebook, Flickr, and a Liveblog were trialed and their impact measured on outreach during five phases of an eHealth conference: the setup, active and last-minute promotion phases before the conference, the actual event, and after the conference.Results: Planned outreach through online channels and social media before and during the event reached an audience several magnitudes larger in size than would have been possible using traditional means. In the particular case of eHealth 2011, the outreach using traditional means would have been 74 attendees plus 23 extra as sold proceedings and the number of downloaded articles from the online proceedings (4107 until October 2013). The audience for the conference reached via online channels and social media was estimated at more than 5300 in total during the event. The role of Twitter for promotion before the event was complemented by an increased usage of the website and Facebook during the event followed by a sharp increase of views of posters on Flickr after the event.Conclusions: Although our case study is focused on a particular audience around eHealth 2011, our framework provides a template for redefining “audience” and outreach of events, merging traditional physical and virtual communities and providing an outline on how these could be successfully reached in clearly defined event phases.
机译：背景：社交媒体推广越来越多地被行业和学术活动的组织者采用;目的：我们提出了一个框架，该框架定义并分析了社交媒体对事件的推广和向科学事件参与者的研究传播的影响，范围和有效性。方法：试用了在线交流渠道Twitter，Facebook，Flickr和Liveblog，并在eHealth会议的五个阶段（建立，积极和最后一刻的推广）中评估了它们对推广的影响。结果：在活动之前和活动期间，通过在线渠道和社交媒体进行的有计划的外展活动吸引了比传统方式更大数量级的听众。在2011年eHealth的特定案例中，使用传统方式进行的外展活动将有74位参与者，外加23位已售出的议事录以及从在线议事录中下载文章的数量（至4107年截至2013年10月）。在活动期间，通过在线渠道和社交媒体与会的会议观众总数估计超过5300。活动开始前Twitter在促销中的作用得到补充，活动结束后网站和Facebook的使用量增加，活动结束后Flickr上海报的观看次数急剧增加。结论：尽管我们的案例研究侧重于特定受众在eHealth 2011前后，我们的框架提供了一个模板，用于重新定义事件的“受众”和范围，合并传统的物理和虚拟社区以及概述如何在明确定义的事件阶段成功实现这些目标。

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