Matt Schorr
June 28, 2018

NASHVILLE, Tenn. Aimee Edgeworth, Program Manager for Vanderbilt University Medical Center’s (VUMC) Office of Clinical and Translational Scientist Development and Editor at Edge for Scholars, met with researchers at the Meharry-Vanderbilt Alliance (MVA) to offer insight on using social media to promote clinical research.


Effective tools

“Social media marketing refers to the use of social media platforms to identify and connect with key audiences in a meaningful way,” she said, quoting internat marketing expert Jeff Bullus.

Platforms like Facebook and Twitter, she explained, are effective tools for spreading the word about publications and research projects.


Marketing manuscripts

Focusing on Twitter, Edgeworth offered five steps to marketing a research manuscript.

  1. Analyze data to create an infographic
  2. Create visual representations of data
  3. Utilize clever copy
  4. Start up a social media strategy
  5. Post but don’t pester

“What are the details that make your research exciting?” she asked. “Who are you trying to reach? Focus on those questions.”


‘Connect with people’

Additionally, Edgworth told those gathered to have specific items prepared in advance of a social media campaign.

  • Social media accounts
  • Hashtag lists
  • Pre-composed posts
  • Assortments of images
  • Lists of partner organizations to feature/disseminate
  • Infographic PDF files
  • Posting schedules

“Connect with people in your department or organization who you already know, then reach out to those who you would like to know,” she said. “Reach out to local department social media networks to find out about press releases and other local press.”

Click here to download Aimee Edgeworth's complete presentation


About the Meharry-Vanderbilt Alliance

Founded in 1999, the Alliance bridges the institutions of Meharry Medical College and Vanderbilt University Medical Center. Its mission is to enrich learning and advance clinical research in three primary areas -- community engagement, interprofessional education and research -- by developing and supporting mutually beneficial partnerships between Meharry Medical College, Vanderbilt University Medical Center and the communities they serve. Through community engagement, the Alliance serves a large community of stakeholders including surrounding universities and colleges, community organizations, faith-based outlets and community health centers. Its interprofessional education enhances students' interdisciplinary understanding and improves patient outcomes through integrated care. The research conducted provides access to experienced grant writers and materials supporting the grant application process and facilitates grant-writing workshop.