5 Tips: Twitter for pharmacists

With an estimated 350 million monthly users,(1) Twitter is one of the most influential and divisive social media platforms of the 21st century. Twitter was originally designed to facilitate dialogue and discourse, although—as observed in American politics—it can also contribute to polarization and the spreading of misinformation. Despite these limitations, Twitter remains an excellent resource for pharmacists and other healthcare professionals to connect with colleagues from around the world, discuss the latest clinical evidence, debate therapeutic controversies, collaborate on research and share best practices. The following five tips are meant to help pharmacists optimize their use of Twitter. These tips were inspired by an article(2) written by fellow pharmacists and Twitter enthusiasts Drs. Dave Dixon (@DaveDixonPharmD) and Brent Reed (@brentnreed), and bolstered by my own personal experience. 1) Ensure your profile is professional With so many anonymous Twitter users, including trolls and bots, it’s advisable to create a profile that is honest and approachable, as most users spend only a few seconds viewing it. Profiles aimed at curating your professional brand should include a brief “handle” (username that starts with the “@” symbol) with your actual name (and credentials, if desired). Also, use a head-and-shoulders profile picture that is likable and appropriate (note that an asymmetrical image is supposedly more eye-catching). In the bio, include your professional training, practice setting, activities or interests. A balance of professional and personal details adds personality to your profile, but sometimes too much personal information can be distracting. 2) Understand basic Twitter etiquette and be respectful Users should familiarize themselves with Twitter terminology and functions, such as: retweets, likes, hashtags, followers, mentions and how to “@” or “DM” (direct message) someone. The Twitter glossary is quite helpful. It is imperative to recognize that the majority of Twitter is public information (you do not have to be a user to view someone’s tweets). You never know which tweets (past or present) may go viral. Anyone could potentially read your tweets or follow you—colleagues, family members, friends, employers, teachers, mentors, patients or complete strangers. Further, be cautious what you retweet, as it may be perceived as endorsement. A better option is to quote the tweet and add your own context. Also, when you mention or “tag” someone else in a tweet using their handle, it shows up in their notifications and is easily searchable. Therefore, always act with civility when interacting with other users. Alternatively, refer to “Mean Tweets” on Jimmy Kimmel Live (available on YouTube) for what not to do. You have the option to protect your tweets, but doing so limits your connectivity. Twitter allows you to block followers who act inappropriately. If you want to follow someone but not see their tweets (i.e., as a supportive gesture), you can mute them instead. Finally, do not ask for followers or thank users for following you. No one does that anymore. 3) Create your own personal Twitter strategy There are many different Twitter personas, so devise an approach based on your professional goals. For example, you can be a creator (someone who generates content), a “retweeter” (someone who primarily or exclusively shares content from other users), or a “lurker” (someone who simply follows others but does not actively participate). Additionally, decide whether you want your content and those you follow to be exclusively professional or include a mix of both professional and personal. My favourite Twitter users to follow are those who are predominantly professional, but who also share an occasional personal anecdote. 4) Hone your tweet-writing skills Despite being only 280 characters (the maximum allowed), writing a good tweet can be surprisingly challenging. The best professional-related tweets are often brief (you do not have to use all 280 characters), practical, relevant, conversational and have a generally positive tone. Including one or two hashtags (e.g., #pharmacists, #TwitteRx) can increase the visibility of your tweet. You can also include one or two mentions depending on the subject of your tweet (e.g., a pharmacy organization, co-author, journal). However, do not include too many hashtags or mentions, as it makes the tweet indecipherable. Tweets that have attached media, such as a picture or figure, can expand the impact of your tweet, as they are more appealing when scrolling through one’s Twitter feed. Additionally, sending tweets five to 10 minutes before the hour can increase your impressions, as that is when many users check Twitter. Finally, even professional-related tweets can benefit from a well-executed, suitable viral image, as there is seemingly a GIF (Graphics Interchange Format, an animated image) or meme from the American sitcom The Office for every occasion. 5) Avoid pitfalls of the Twitterverse Pharmacists are just as susceptible as other users to some of the drawbacks and limitations of Twitter. For instance, if you only follow other like-minded individuals, you may find yourself in your own echo chamber related to a pharmacy practice issue or therapeutic controversy. Furthermore, just because a user appears credible does not mean they are incapable of spreading misinformation or pseudoscience. Scrolling through Twitter can be time-consuming and may be perceived negatively by employers or coworkers, even if you are using Twitter to stay up-to-date. In general, it is prudent not to post any information about patients, even if it is de-identified. The potential liability likely exceeds the benefit. Finally, be vigilant when engaging with users regarding contentious issues related to health care or otherwise. Namely, making a strong public stance on issues like the efficacy of vaccines or lack of scientific evidence to support homeopathy is admirable and should be championed. However, be prepared, unfortunately, to receive unsolicited negative—and potentially insulting or threatening—commentary. Overall, it is best not to engage with users who are abusive or hostile, but respectful disagreement about a controversial issue can be constructive. As mentioned, Twitter was designed to be a place for discussion, and users should approach conversations on Twitter with open-mindedness and humility. Summary Despite the noise created by celebrity trends and hyperpolarized politics, Twitter remains an underutilized tool for pharmacists to develop their professional brand, network with other healthcare professionals, and stay current with the latest medical literature. Much like clinical practice, pharmacist users should approach Twitter with honesty, integrity and professionalism. Arden R. Barry (arden.barry@ubc.ca) is a clinical pharmacy and research specialist at Chilliwack General Hospital, Lower Mainland Pharmacy Services in Chilliwack, BC, an assistant professor (partner) at the Faculty of Pharmaceutical Sciences, University of British Columbia (UBC), and an associate member of the Department of Family Practice, Faculty of Medicine, UBC in Vancouver. Dr. Barry (@ardenbarry) has been an active user of Twitter since 2012. He has posted more than 4,100 tweets and currently has more than 1,800 followers. References 1. Dean B. How many people use Twitter in 2021? Updated February 10, 2021. https://backlinko.com/twitter-users (accessed May 25, 2021). 2. Dixon DL, Reed BN. To tweet or not to tweet? A primer on social media for pharmacists. J Am Coll Clin Pharm 2019;2:554-62.

5 Tips: Twitter for pharmacists

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