Información de la revista
Vol. 105. Núm. 7.
Páginas 635-638 (septiembre 2014)
Vol. 105. Núm. 7.
Páginas 635-638 (septiembre 2014)
OPINION ARTICLE
Acceso a texto completo
Actas Dermo-Sifiliográficas on Facebook
La página de Facebook de Actas Dermo-Sifiliográficas
Visitas
5079
A.M. Molina-Ruiza,
Autor para correspondencia
anamaria.molinaruiz@gmail.com

Corresponding author.
, P. García-Gavínb, J. García-Gavínb, A. Boada-Garcíac, J.M. Carrascosa-Carrilloc
a Servicio de Dermatología, Fundación Jiménez Díaz, Madrid, Spain
b Unidad de Alergia Cutánea y Fotoparche, Servicio de Dermatología, Complejo Hospitalario Universitario de Vigo, Vigo, Spain
c Servicio de Dermatología, Hospital Germans Trias i Pujol, Badalona, Barcelona, Spain
Este artículo ha recibido
Información del artículo
Texto completo
Bibliografía
Descargar PDF
Estadísticas
Figuras (1)
Tablas (2)
Table 1. Country, City of Origin, and Primary Language of Users Consulting the Actas Facebook Page.
Table 2. The 10 Posts With the Greatest Reach and Dissemination Among Actas Facebook Page Users.
Mostrar másMostrar menos
Texto completo

The Actas Dermo-Sifiliográficas (Actas) Facebook page was officially launched on February 4, 2012 (https://www.facebook.com/ActasDermosifiliograficas). With around 1.2 billion registered users, Facebook is currently the world's largest social network,1,2 and over 90% of all social network users today are Facebook members.2,3 In light of the growing importance of this social network in the daily lives of both doctors and patients, Actas decided to create a Facebook page to provide content for dermatologists and other specialists who use digital media.

Other successful dermatology journals—including the Journal of the American Academy of Dermatology (JAAD), JAMA Dermatology, and the British Journal of Dermatology—joined Facebook around the same time as Actas did. Despite their short history on this platform, some of these journals have already published analyses of their Facebook presence, which are generally positive and indicate a very promising future for this digital media.4 However, as yet, most dermatology journals have no web 2.0 presence4 and Actas is a pioneer in this area because our journal has been quick to adapt to the new web 2.0 in medicine and to the digital future of medical journals on the Internet.5

The primary aim of the present article is to evaluate the benefits obtained from our Facebook page, identifying the factors that attract users and promote user engagement with the content. It is hoped that the results of this analysis will lead to the creation of new tools that will help to improve and optimize Actas Internet content.

To this end, in January 2014, the administrators of the Actas Facebook page reviewed the information provided in the page's insights section, which provides demographic information on the page's followers and friends and metrics on users’ engagement with its content. The demographic data by sex and age shown in Figure 1 reveals that 57.9% of the page's users are women as compared to 40.7% men. In the age analysis, the group that most often consults or accesses the Actas page is aged between 25 and 34 years, and the second most active group is between 35 and 44 years. Other findings that emerged from the analysis were the users’ country, city of residence, and primary language (Table 1). While most of our users live in Spain or Latin America, it is interesting to see that there are a growing number of users from other countries, including Egypt, the United States, Saudi Arabia, and the United Kingdom.

Figure 1.

Demographic data of Actas Facebook page users.

(0.1MB).
Table 1.

Country, City of Origin, and Primary Language of Users Consulting the Actas Facebook Page.

  Followers 
Country
Spain  279 
Egypt  23 
Mexico  13 
Colombia 
Saudi Arabia 
Brazil 
Argentina 
Ecuador 
Portugal 
United Arab Emirates 
Romania 
United States of America 
Kuwait 
Albania 
Chile 
Uruguay 
Ukraine 
Dominican Republic 
Guatemala 
Mozambique 
Peru 
Turkey 
Paraguay 
Nicaragua 
Sweden 
Bulgaria 
Belgium 
Bolivia 
Yemen 
Switzerland 
Costa Rica 
Pakistan 
Morocco 
France 
Australia 
Tanzania 
Italy 
Taiwan 
Tunisia 
Venezuela 
Angola 
City
Madrid, Spain  68 
Barcelona, Spain  33 
Cairo, Egypt  15 
Palma de Mallorca, Spain  14 
Seville, Spain  16 
Valencia, Spain 
Cordoba, Spain 
Murcia, Spain 
La Coruña, Spain 
Zaragoza, Spain 
Las Palmas, Spain 
Alicante, Spain 
Malaga, Spain 
Granada, Spain 
Bilbao, Spain 
Dubai, United Arab Emirates 
Leon, Spain 
Vigo, Spain 
Riyadh, Saudi Arabia 
Almeria, Spain 
San Sebastian, Spain 
Mexico City (DF),Mexico 
Gijon, Spain 
Oviedo, Spain 
Guadalajara, Mexico 
Santa Cruz de Tenerife,Spain 
Valladolid, Spain 
Bucharest, Romania 
Tirana, Albania 
Guayaquil, Ecuador 
Bogota, Colombia 
Lima, Peru 
Merida, Mexico 
Buenos Aires, Argentina 
Badalona, Spain 
Kyiv, Ukraine 
Montevideo, Uruguay 
Guatemala City, Guatemala 
Quito, Ecuador 
Asuncion, Paraguay 
Kuwait, Kuwait 
Cadiz, Spain 
Terrassa, Spain 
Santiago, Chile 
Language
Spanish  152 
Spanish (Spain)  144 
English (United States)  54 
Catalan  13 
English (United Kingdom) 
Portuguese (Brazil) 
Portuguese (Portugal) 
French (France) 
Arabic 
Galician 
Turkish 
Bulgarian 
Italian 
Traditional Chinese (Taiwan) 
Dutch 
Albanian 

Facebook updates are posted daily, many aimed at promoting the dissemination of the journal by way of simple and effective comments likely to attract the attention of Internet users. The posts are organized into different categories: article of the month, editor's opinion, case for diagnosis, image of the week, coming up in Actas, popular science news, etc. The aim is to attract faithful readers who are interested in the content and will share the posts on their own Facebook pages, thereby generating an exponential dissemination of the journal's contents. The language used is a key factor in this new channel for Actas. The publication of posts in English as well as in Spanish is a key component in the strategy for promoting the Actas Facebook page worldwide.

In the analysis of our page we identified the posts with the greatest reach and dissemination among our visitors in 2013. The top ten most popular posts are listed in Table 2. The most successful updates and those that elicited the most engagement from the journal's followers were the posts on cases for diagnosis and the picture of the week and the comments about review articles on topics of interest in Actas. Although it is difficult to predict which posts will gain greater acceptance among users, this type of analysis provides very useful feedback that will help us to generate interesting and useful content.

Table 2.

The 10 Posts With the Greatest Reach and Dissemination Among Actas Facebook Page Users.

Post  Users  Date  Internet Address 
What should we do if we want to use electrosurgery in patients who have pacemakers or defibrillators? The answer this month in Actas Dermo-Sifiliográficas  245  March 9, 2013  http://www.actasdermo.org/es/electrocirugia-dispositivos-electronicos-cardiacos-implantables/articulo/90192986/ 
Cutaneous larva migrans on the face  226  July 17, 2013  http://piel-l.org/blog/32173 
Bicycle ride against skin cancer. Don’t miss it!  190  March 27, 2013  http://www.zaragozasur.es/ 
Case for diagnosis in Actas Dermo-Sifiliográficas: Atrophic plaque on the scalp  190  March 24, 2013  http://www.actasdermo.org/es/placa-atrofica-cuero-cabelludo-8/articulo/90192992/ 
NEJM Images in clinical medicine: Simultaneous gangrene of both left extremities  186  July 17, 2013  http://www.nejm.org/doi/full/10.1056/NEJMicm1206131 
Autosomal recessive congenital ichthyosis  185  May 30, 2013  http://www.actasdermo.org/es/ictiosis-congenitas-autosomicas-recesivas/articulo/90198669/ 
Does anyone dare to propose a diagnosis? Cobblestone Papules on the Neck: the answer in our April issue  181  April 16, 2013  http://www.actasdermo.org/es/papulas-empedrado-el-cuello/articulo/90196451/ 
Tumor-like lesions grouped on a patient's leg  175  March 24, 2013  http://www.actasdermo.org/es/lesiones-tumorales-agrupadas-extremidad-inferior/articulo/90192991/ 
The NEJM image challenge. What is your diagnosis?  175  March 21, 2013  http://www.nejm.org/image-challenge?ci=03072013 
Interesting article on primary dermal melanoma: this month in Actas Dermo-Sifiliográficas  168  July 8, 2013  http://www.actasdermo.org/es/melanoma-dermico-primario-presentacion-un/articulo/90207152/ 

The dermatology journal that currently enjoys the greatest success on Facebook is JAAD with 5924 followers. The editors of JAAD recently assessed the first year's activity of their Facebook page and reported that during the busiest month the page received 204 478 page views,4 a figure far higher than the average number of page views per month for the official JAAD web page, which is 134 664. On the basis of these findings, the authors concluded that the potential of Facebook in the field of medical journals far exceeds all the tools used for this purpose to date.

The Actas Facebook page currently has 400 active daily users. Saturday and Sunday are the 2 days of the week on which the page registers the most active users. The time slot in which users most often visit the page and interact is between 9 pm and 11.30 pm (Spanish time), with visits peaking around 10pm. In addition, the regular users of the Actas Facebook page share its content on other social networks, thereby extending the reach and expanding the target audience of the journal's posts.

A research article published recently in JAMA Dermatology evaluated the use of social networks by the international dermatology community and the impact of this new channel in recent years.5 Those authors included Actas in the list of 20 dermatology journals with the greatest presence on the social networks today, together with JAMA Dermatology, JAAD, and the Journal of Clinical and Experimental Dermatology Research. This means that the data emerging from the initial analysis after 2 years of experience on Facebook are very positive. They indicate that the Actas page has managed to attract a growing number of regular users, with an average gain of 16.6 new followers each month and stable growth in Spain and elsewhere. Furthermore, Actas has established an innovative presence in the web 2.0 environment and is in the vanguard group of dermatology journals with an international presence on the social networks. However, the intelligent use of this and the other social networks now used by Actas requires continuous feedback on the type of content that is really of interest to our users and can capture the attention of the journal's target audience.

References
[1]
M.J. Payette, D. Albreski, J.M. Grant-Kels.
You’d know if you «friended me on Facebook»: Legal, moral, and ethical considerations of online social media.
J Am Acad Dermatol, 69 (2013), pp. 305-307
[2]
B. Madke.
Dermatology and social networking sites.
Indian Dermatol Online J, 3 (2012), pp. 211-212
[3]
A.A. Hay, R.G. Gamble, L.S. Huff, R.P. Dellavalle.
Internet social networking sites and the future of dermatology journals: Promises and perils.
J Am Acad Dermatol, 65 (2011), pp. 81-83
[4]
D.C. Endly, B.P. Sampson, R.P. Dellavalle.
«Like» us on Facebook: An evaluation of the JAAD's inaugural year on Facebook.
J Am Acad Dermatol, 68 (2013), pp. 335-337
[5]
M. Amir, B.P. Sampson, D. Endly, J.M. Tamai, J. Henley, A.C. Brewer, et al.
Social networking sites: Emerging and essential tools for communication in dermatology.
JAMA Dermatol, 150 (2014), pp. 56-60

Please cite this article as: Molina-Ruiz AM, García-Gavín P, García-Gavín J, Boada-García A, Carrascosa-Carrillo JM. La página de Facebook de Actas Dermo-Sifiliográficas. Actas Dermosifiliogr. 2014;105:635–638.

Copyright © 2014. Elsevier España, S.L.U. and AEDV
Descargar PDF
Idiomas
Actas Dermo-Sifiliográficas
Opciones de artículo
Herramientas
es en

¿Es usted profesional sanitario apto para prescribir o dispensar medicamentos?

Are you a health professional able to prescribe or dispense drugs?