What's trending? Reach and content of the Society for Maternal-Fetal Medicine on social media

Abstract

Background: The Society for Maternal-Fetal Medicine uses social media to increase awareness of the Society and its key programs and to foster community and discussion around perinatal health, especially on Twitter. The influence and role of the Society for Maternal-Fetal Medicine Twitter account in public discourse around issues relevant to pregnancy have not been studied.

Objective: This study aimed to evaluate the trends in engagement with the Society for Maternal-Fetal Medicine on Twitter by analyzing Society for Maternal-Fetal Medicine follower growth and discussion topics on Twitter compared with Facebook and by quantifying public engagement during the Society for Maternal-Fetal Medicine Annual Pregnancy Meeting.

Study design: This retrospective study analyzed follower growth data from August 2019 to July 2022 for the Society for Maternal-Fetal Medicine Twitter (@MySMFM) and Society for Maternal-Fetal Medicine Facebook (@SocietyforMaternalFetalMedicine) accounts. We identified the top 10 tweets and Facebook posts during the study period using Twitter Analytics and Facebook data. The popularity of tweets and Facebook posts was determined by "impressions" and "reach," respectively; these metrics reflect the number of times a post was viewed. To evaluate annual trends in Society for Maternal-Fetal Medicine Twitter engagement, we analyzed data associated with the Society for Maternal-Fetal Medicine Annual Pregnancy Meeting, including the number of tweets using the hashtag (#SMFM(Year)) and overall impressions for the Society for Maternal-Fetal Medicine Twitter account for each meeting from 2016 to 2023.

Results: The absolute number of new followers for the Society for Maternal-Fetal Medicine Twitter and Facebook accounts was similar, but the relative increase and rate of follower growth was higher for Twitter than for Facebook. The Twitter account consistently gained followers, whereas the Facebook account experienced intermittent periods of stagnancy or follower loss. More than half of the top-ranked posts on Twitter and Facebook mentioned the COVID-19 vaccine; other popular topics included COVID-19 and abortion. During the Society for Maternal-Fetal Medicine Annual Pregnancy Meeting, the number of tweets using the meeting hashtag consistently peaked on meeting day 4, coincident with the opening plenary session (mean 1270±499). An upward trend in annual pregnancy meeting tweets was observed each year until 2021-the first virtual Society for Maternal-Fetal Medicine meeting.

Conclusion: The trends in Society for Maternal-Fetal Medicine Twitter engagement suggest increasing use and popularity of the platform for timely dissemination of pregnancy-related news, guidelines, and research. The reduction in annual pregnancy meeting tweets and impressions in 2021 and 2022 suggests the potential negative effect of virtual meetings on Society for Maternal-Fetal Medicine member engagement around annual meeting content.

Keywords: Facebook; Society for Maternal-Fetal Medicine; Tweet; Twitter; maternal-fetal medicine; social media.