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Title: Day of the week to tweet : a randomised controlled trial
Authors: Jayaram, M
Adams, CE
Friedel, JS
McClenaghan, E
Montgomery, AA
Välimäki, M 
Schmidt, L
Xia, J
Zhao, S
Keywords: Randomised controlled trials
Social media
Issue Date: 2019
Publisher: BMJ Publishing Group Ltd
Source: BMJ open, 2019, v. 9, no. 4, e025380 How to cite?
Journal: BMJ open 
Abstract: Objective: To assess the effects of using health social media on different days of the working week on web activity. Design Individually randomised controlled parallel group superiority trial. Setting Twitter and Weibo.
Participants: 194 Cochrane Schizophrenia Group full reviews with an abstract and plain language summary web page. There were no human participants. Interventions Three randomly ordered slightly different messages (maximum of 140 characters), each containing a short URL to the freely accessible summary page, were sent on specific times on a single day. Each of these messages sent on Tuesday, Wednesday, Thursday and Friday was compared with the one sent on Monday.
Outcome: The primary outcome was visits to the relevant Cochrane summary web page at 1 week. Secondary outcomes were other metrics of web activity at 1 week.
Results: There was no evidence that disseminating microblogs on different days of the working week resulted in any differences in target website activity as measured by Google Analytics (n=194, all page views, adjusted ratios of geometric means 0.86 (95% CI 0.63 to 1.18), 0.88 (95% CI 0.64 to 1.21), 0.88 (95% CI 0.65 to 1.21), 0.91 (95% CI 0.66 to 1.24) for Tuesday-Friday, respectively, overall p=0.89). There were consistent findings for all outcomes. However, activity on the review site substantially increased compared with weeks preceding the intervention.
Conclusion: There are no clear differences in the effect when 1 weekday is compared with another, but our study suggests that using microblogging social media such as Twitter and Weibo do increase information-seeking behaviour on health. Tweet any day but do Tweet.
EISSN: 2044-6055
DOI: 10.1136/bmjopen-2018-025380
Rights: © Author(s) (or their employer(s)) 2019. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ.
This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See:
The following publication Jayaram M, Adams CE, Friedel JS, et al Day of the week to tweet: a randomised controlled trial BMJ Open 2019;9:e025380 is available at
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