By Sarah Morgan Johnson
A new study by University of Alabama at Birmingham School of Nursing faculty and alumni and published in the October 2024 issue of the Journal of Nursing Administration is the first to comprehensively examine which social media platforms nurses use personally and professionally, identify what types of activities nurses are doing on each platform and how those activities and platforms differ by demographic characteristics.
Associate Professor, Nurse Executive Pathway Director and Nursing and Health Systems Leadership Pathway Director Heather Nelson-Brantley, PhD, RN, NEA-BC, is the lead author of the study, “The Relationship Between Social Media Use, Nurse Characteristics and Job Decision-Making.” Co-authors include alumna Asiah Ruffin, PhD, RN, (BSN 2019, PhD 2024), and alumna and UAB School of Public Health Scientist Aoyjai P. Montgomery, PhD, RN (PhD 2019). The article was e-published ahead of print in September 2024.
Nelson-Brantley said the study has invaluable implications for nurse leaders who are seeking to attract and retain a strong nursing workforce, especially after the COVID-19 pandemic.
“Findings from this study explain the need for nurse leaders to adopt a strategic, data-informed approach to social media, leveraging its potential to attract and retain a diverse workforce rather than simply viewing social media as something that they should teach new nurses the do's and don'ts of at orientation,” Nelson-Brantley said.
As the Vice President of Research and Chair of the Research Committee for the Association for Leadership Science in Nursing, Nelson-Brantley and her team discovered a gap in the literature in understanding how nurses use social media to make career decisions, such as where to work and when to quit. She says the ALSN and the Versant Center for the Advancement of Nursing recognized this as an exciting opportunity to be on the forefront of nursing leadership science and funded the study.
“Our goal was to lay the foundation for future research in this area, and to raise awareness among nurse leaders on the importance of social media as a platform for communicating and connecting with the nursing workforce,” Nelson-Brantley said.
Montgomery echoes this sentiment, adding that their findings are especially pertinent to nurse leaders looking to create a positive workplace culture.
“Nurse leaders can utilize social media not only for recruitment but also for retention strategies. A positive organizational culture is essential for minimizing turnover rates among nurses. This approach aligns with the growing recognition of the role of social media in shaping professional identities and facilitating continuous learning among nurses. Because of the leadership of Dr. Nelson-Brantley and the dedication of her team, we were able to address this gap in research,” Montgomery said.
Ruffin’s mentor, Professor and Rachel Z. Booth Endowed Chair in Nursing Patricia Patrician, PhD, RN, FAAN, encouraged her to get involved in this study. Ruffin was thankful for the opportunity to participate in research as a PhD student.
“I am so grateful I had the opportunity to collaborate with researchers outside UAB and expand my professional network. One of the things I appreciated most about being a student at the School is that our mentors and leaders are always seeking ways to provide us with exposure and experiences necessary for building meaningful careers and making a lasting impact,” Ruffin said.
