A Gamified Social Media–Based Head and Neck Radiology Education Initiative of the American Society of Head and Neck Radiology: Viewership and Engagement Trends at 3 Years

Abstract

<h3>BACKGROUND AND PURPOSE:</h3> Social media has made inroads in medical education. We report the creation and 3-year (2018–2021) longitudinal assessment of the American Society of Head and Neck Radiology Case of the Week (#ASHNRCOTW), assessing viewership, engagement, and impact of the coronavirus disease 2019 (COVID-19) pandemic on this Twitter-based education initiative. <h3>MATERIALS AND METHODS:</h3> Unknown cases were tweeted from the American Society of Head and Neck Radiology account weekly. Tweet impressions (number of times seen), engagements (number of interactions), and new followers were tabulated. A social media marketing platform identified worldwide distribution of Twitter followers. Summary and <i>t</i> test statistics were performed. <h3>RESULTS:</h3> #ASHNRCOTW was highly visible with 2,082,280 impressions and 203,137 engagements. There were significantly greater mean case impressions (9917 versus 6346), mean case engagements (1305 versus 474), case engagement rates (13.06% versus 7.76%), mean answer impressions (8760 versus 5556), mean answer engagements (908 versus 436), answer engagement rates (10.38% versus 7.87%), mean total (case + answer) impressions (18,677 versus 11,912), mean total engagements (2214 versus 910), and total engagement rates (11.79% versus 7.69%) for cases published after the pandemic started (all <i>P</i> values &lt; .001). There was a significant increase in monthly new followers after starting #ASHNRCOTW (mean, 134 versus 6; <i>P </i>&lt; .001) and significantly increased monthly new followers after the pandemic started compared with prepandemic (mean, 178 versus 101; <i>P</i> = .003). The American Society of Head and Neck Radiology has 7564 Twitter followers throughout 130 countries (66% outside the United States). <h3>CONCLUSIONS:</h3> Social media affords substantial visibility, engagement, and global outreach for radiology education. #ASHNRCOTW viewership and engagement increased significantly during the COVID-19 pandemic.

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