The main objective of this work is to show how the correct application of cybermetric techniques to Pediatrics can provide a huge amount of information that, properly analyzed and contextualized, can allow and facilitate strategic decision making to the different agents involved directly or indirectly with Pediatrics. To do this, two complementary analyzes are proposed. The objective of the first analysis is to determine the online presence of Spanish pediatric societies. To this end, various online metrics related to the presence, visibility, impact and connectivity of 39 associations were collected. The results indicate that the Spanish pediatric societies do not have websites of great impact and that they mainly use Facebook and Twitter, although the use of these platforms differs widely among Societies, reflecting the existence of different web communication strategies. The objective of the second analysis is to evaluate the impact of the hashtags related to vaccination on Twitter, for which we analyzed hashtags in Spanish related to the systematic vaccines recommended by the Spanish Association of Pediatrics (a total of 18). The results show a low volume of content (few tweets), that arouse little interest (few comments) and that obtain a diffusion (retweets) and impact (likes) moderate.

The characteristics of a customer relationship management (CRM) applied to the world of health are described, especially in pediatrics, in an online environment, which is called “social CRM”. Its benefits and disadvantages are discussed, as well as some tactics that pediatricians are following to manage communities online, based on current and potential patients, generated around their professional accounts in social media/social networks, exploring ways of doctor-patient online relationship management practices.

Responsible research & innovation, or RRI, is a discipline seeking that all stakeholders (researchers, citizens, policy makers, entrepreneurs, industry and the education sector) work together during the research and innovation process, anticipating and adapting to the needs of society. To that end, there are several techniques to help those scientists willing to make an impact onto society, to understand both peers and citizens interests, so that the resulting research can be more likely to be more cited by peers. In the present article it is proposed a technique to identify research topics and search terms adapted to the information needs of both citizens and peers, based on cybermetric indicators, in order to determine research emerging trends, prioritize scientific content, and establish ties with both society and other scientists.