The Patterns and Impact of Social Media Exposure of Journal Publications in Gastroenterology: Retrospective Cohort Study

Abstract

Background Medical journals increasingly promote published content through social media platforms such as Twitter. However, gastroenterology journals still rank below average in social media engagement. Objective We aimed to determine the engagement patterns of publications in gastroenterology journals on Twitter and evaluate the impact of tweets on citations. Methods This was a retrospective cohort study comparing the 3-year citations of all full-length articles published in five major gastroenterology journals from January 1, 2012, to December 31, 2012, tweeted by official journal accounts with those that were not. Multivariate analysis using linear regression was performed to control for journal impact factor, time since publication, article type, frequency of reposting by other users (“retweets”), and media addition to tweets. Secondary analyses were performed to assess the associations between article type or subtopic and the likelihood of social media promotion/engagement. Results A total of 1666 articles were reviewed, with 477 tweeted by the official journal account. Tweeting an article independently predicted increased citations after controlling for potential confounders (β coefficient=13.09; P=.007). There was significant association between article type and number of retweets on analysis of variance (ANOVA) (P<.001), with guidelines/technical reviews (mean difference 1.04, 95% CI 0.22-1.87; P<.001) and meta-analyses/systemic reviews (mean difference 1.03, 95% CI 0.35-1.70; P<.001) being retweeted more than basic science articles. The manuscript subtopics most frequently promoted included motility/functional bowel disease (odds ratio [OR] 3.84, 95% CI 1.93-7.64; P<.001) and education (OR 4.69, 95% CI 1.62-13.58; P=.004), while basic science papers were less likely tweeted (OR 0.154, 95% CI 0.07-0.34; P<.001). Conclusions Tweeting of gastroenterology journal articles independently predicted higher 3-year citations. Wider adoption of social media to increase reach and measure uptake of published research should be considered.