Revealing ASCO's social DNA
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This document analyzes social media data from the American Society of Clinical Oncology (ASCO) annual conferences from 2013-2016. It finds that while the total number of tweets and participants has grown substantially, the proportion of low-quality accounts has also increased. Specifically, it notes that while healthcare professionals' tweets receive the most retweets overall, industry tweets receive the second most, likely driven by promoted retweets from click farming accounts, which risks cluttering meaningful conversation. The document concludes this promoted retweeting is creating backlash among key influencers in the oncology community.
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Revealing ASCO's social DNA
- 1. Revealing healthcare’s social DNA ASCO Convosphere: a novel approach benchmarking social media use at medical conferences
- 2. ASCO 2016 featured 91k tweets by 24k participants 2 Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016Size of bubble= tweets emitted by twitter handle HCP Media Advocacy ePatient Industry Payor General Public Services Nulls & low qual Tweets by account ASCO 2016
- 3. ASCO 2014 vs 2016: Total number of HCP participants and tweets grows, but so does the participation of low quality accounts 3 Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016Size of bubble= tweets emitted by twitter handle ASCO 2014 Total= 55k tweets from 12.5k accounts ASCO 2016 Total= 91k tweets from 24k accounts
- 4. ASCO 2014 vs 2016: Total number of HCP participants and tweets grows, but so does the participation of low quality accounts 4 Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016Size of bubble= retweets received by twitter handle ASCO 2014 Total= 27k retweets from 9k accounts ASCO 2016 Total= 57 retweets from 20k accounts
- 5. ASCO 2013-2016: The original conversation remains stable, but retweets (or the echo) grows 5 Retweets Original Tweets Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016
- 6. HCP tweets at ASCO retweeted most and by all other segments 6 RTs emitted or received by segment during ASCO 2016 Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016
- 7. However, industry tweets come in 2nd in terms of number of RTs received 7 RTs emitted or received by segment during ASCO 2016 HCP RTs Fake engagement from click farming accounts on promoted pharma tweets Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016
- 8. ASCO tweet growth partly driven by promoted retweets which cluttering meaningful conversation and other stakeholder voices 8 Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016 RTs emitted or received by segment during ASCO 2014 RTs emitted or received by segment during ASCO 2016
- 9. And creating backlash with the community’s key influencers 9 Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016