Dissemination of the European Association of Urology Guidelines Through Social Media: Strategy, Results, and Future Developments

Over the past decade, social media (SoMe) platforms have been embraced by the medical community across all specialties. This engagement creates a valuable opportunity for scientific organizations to use the broad reach, accessibility, functionality, and informal environment of SoMe to raise awareness, reinforce trust with stakeholders, and disseminate scientific information. In this field, the European Association of Urology (EAU) Guidelines Office has been a pioneer and has constantly set out to disseminate the recommendations established annually by its guidelines panels. Here we describe the dissemination strategy used by the EAU Guidelines Office and the results obtained in the past few years. The EAU Guidelines Office proposes various types of content to disseminate on the different SoMe platforms. An ad hoc dissemination committee adapts attractive content for different target audiences to fit the specific requirements of the platforms on which it is published. Over the past 5 yr, the dissemination committee has been able to constantly improve the engagement of different audiences, especially using Twitter, Facebook, and, more recently, Instagram. It has been shown that use of a multifaceted strategy to improve dissemination of the guidelines, such as campaigns for awareness days, is successful. Patient summary: We describe the strategy used by the European Association of Urology Guidelines Office to disseminate recommendations from the association's guidelines to different target audiences via social media and we summarize the main results.