Background: Social media provides the potential to engage a wide audience about scientific research, including the public. However, little empirical research exists to guide health scientists regarding what works and how to optimize impact. We examined the social media campaign #datasaveslives established in 2014 to highlight positive examples of the use and reuse of health data in research. Objective: This study aims to examine how the #datasaveslives hashtag was used on social media, how often, and by whom; thus, we aim to provide insights into the impact of a major social media campaign in the UK health informatics research community and further afield. Methods: We analyzed all publicly available posts (tweets) that included the hashtag #datasaveslives (N=13,895) on the microblogging platform Twitter between September 1, 2016, and August 31, 2017. Using a combination of qualitative and quantitative analyses, we determined the frequency and purpose of tweets. Social network analysis was used to analyze and visualize tweet sharing (retweet) networks among hashtag users. Results: Overall, we found 4175 original posts and 9720 retweets featuring #datasaveslives by 3649 unique Twitter users. In total, 66.01% (2756/4175) of the original posts were retweeted at least once. Higher frequencies of tweets were observed during the weeks of prominent policy publications, popular conferences, and public engagement events. Cluster analysis based on retweet relationships revealed an interconnected series of groups of #datasaveslives users in academia, health services and policy, and charities and patient networks. Thematic analysis of tweets showed that #datasaveslives was used for a broader range of purposes than indexing information, including event reporting, encouraging participation and action, and showing personal support for data sharing. Conclusions: This study shows that a hashtag-based social media campaign was effective in encouraging a wide audience of stakeholders to disseminate positive examples of health research. Furthermore, the findings suggest that the campaign supported community building and bridging practices within and between the interdisciplinary sectors related to the field of health data science and encouraged individuals to demonstrate personal support for sharing health data.

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中文翻译：

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一项社交媒体运动（#datasaveslives），以推广使用健康数据进行研究的好处：混合方法分析

背景：社交媒体有潜力吸引包括公众在内的广泛的科学研究对象。但是，很少有经验研究可以指导健康科学家了解什么有效以及如何优化影响。我们研究了2014年建立的社交媒体运动#datasaveslives，以突出健康数据在研究中的使用和重用的积极示例。目的：本研究旨在研究#datasaveslives主题标签如何在社交媒体上使用，使用频率和使用对象；因此，我们旨在提供洞见，以期对英国卫生信息学研究界以及更远地区的一次大型社交媒体运动的影响产生影响。方法：我们分析了2016年9月1日至8月31日期间在微博平台Twitter上包含#datasaveslives（N = 13,895）主题标签的所有公共可用帖子（推文），2017年。结合定性和定量分析，我们确定了推文的频率和目的。社交网络分析用于分析和可视化标签用户之间的推文共享（转推）网络。结果：总体而言，我们发现3649个唯一的Twitter用户拥有4175条原始帖子和9720条具有#datasaveslives的转发。总共转发了66.01％（2756/4175）的原始帖子至少一次。在著名的政策出版物，受欢迎的会议和公众参与活动的几周内，发推文的频率更高。根据转推关系进行的聚类分析揭示了一系列相互关联的#datasaves群体，使学术界，卫生服务和政策，慈善机构和患者网络中的用户得以生存。对推文的主题分析表明，＃datasaveslives的用途比索引信息更广泛，包括事件报告，鼓励参与和行动以及显示个人对数据共享的支持。结论：这项研究表明，基于主题标签的社交媒体活动可以有效地鼓励广大利益相关者传播健康研究的积极实例。此外，调查结果表明，该运动支持与卫生数据科学领域相关的跨学科部门内部和之间的社区建设和桥接做法，并鼓励个人表现出个人对共享卫生数据的支持。结论：这项研究表明，基于主题标签的社交媒体活动可以有效地鼓励广大利益相关者传播健康研究的积极实例。此外，调查结果表明，该运动支持与卫生数据科学领域相关的跨学科部门内部和之间的社区建设和桥接做法，并鼓励个人表现出个人对共享卫生数据的支持。结论：这项研究表明，基于主题标签的社交媒体运动可以有效地鼓励广大利益相关者传播健康研究的积极实例。此外，调查结果表明，该运动支持与卫生数据科学领域相关的跨学科部门内部和之间的社区建设和桥接做法，并鼓励个人表现出个人对共享卫生数据的支持。

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