A Worksheet to Quantify Social and Digital Media Content as Scholarly Products for Academic Promotion

Problem: Social and digital media contributions are a timely way of adding to the public discourse, serve as an online footprint of public contributions that a faculty member has made on behalf of their institution, can increase community trust, and serve as a public commitment to diversity, equity, and inclusion (DEI) work. Thus, such contributions should be considered significant and meritorious in a promotion package.

Approach: A diverse group of 6 University of Pittsburgh School of Medicine academics from varying specialties, training pathways, and academic ranks was assembled to create a consensus worksheet for the inclusion of social and digital media contributions in a promotion package. They reviewed existing literature on the quantification of social and digital media impact and current promotion practices within their institution. This review, combined with expert opinion, was used to pilot and vet the social and digital media worksheet, January 2022-March 2023.

Outcomes: The worksheet is comprised of 4 sections: Scholarship Philosophy; Reputation, Influence, and Leadership; Digital Content; and Media Appearances, Quotes, and Other (i.e., content or notable digital contributions not otherwise listed). It helps to clearly document for the faculty promotions and appointments committee that the faculty member is contributing to patient education, advocacy, epidemiology, research, health care professions education, or DEI via their social and digital media presence. The strengths of the metrics in the worksheet are that they are based on existing evidence, they include objective third-party metrics, and the benchmarks used for them skew conservative in their capture of the effort, quality, and influence of contributions.

Next steps: The social and digital media worksheet is designed to be adaptable to a rapidly changing social and digital media landscape, and the metrics used in it are likely to be iterative and ever evolving. Transparency will be imperative when assessing candidates' promotion portfolios.