Many doctors are already online. Many don't know where to begin. The purpose of this presentation is to help you start your professional use of social media.
2. Conflict of Interest
External advisor, Mayo Clinic Center for Social
Media
No financial links, leadership position with
any healthcare or social media company
3. Overview
Social Media
Definition
Risks and Benefits in Medicine
What do you want to do?
POST Method
CORPS
Branding
Expectations
Pick a Brand
5. Definition of Social Media
“Social media are web-based tools for
interaction that, in addition to conversation,
allow users to share content such as photos,
videos, and links to resources.”
-- Meredith Gould, The Social Media Gospel
6. Risks of Social Media
Patient
Loss of boundaries
Misinterpreted/bad communication
Professional
Reputation
Malpractice
Personal
Identity integration (personal vs. professional)
Burnout
7. Benefits of Social Media
Patients
Coordinate Care
Improved communication
Career
Networking
Education
Career Advancement
Reputation Management
Research
Collaboration
Funding
8. POST Methodology
People: Know your audience.
Objectives: Define goals/endpoints.
Strategy: Plan how you want to interact
with others online.
Technologies: Pick a platform that works for
your strategy
Source: Forrester Research http://bit.ly/1nm0KtN
9. Write it down - POST
Component Options Your Answers
People Patients, doctors, researchers,
nurses, hospitals, insurers,
health technologists, legislators,
other
Objectives Get news, education, network,
collaborate, coordinate care,
reputation management, career
advancement
Strategy Define a role you want online
Technologies Look at the options (slide 14)
Consider turning POST method into POSTR
R = Resources you’re willing to commit (time, money)
10. CORPS Method
Cognitive Style: Know how you learn and interact best.
Objectives: Define goals/endpoints.
Resources: Estimate time, energy
commitment.
People: Know your audience.
Strategy: Plan how you want to interact
with others online.
11. VAK Model of Learning
Individualized approach
Platform Visual
See/Read
Auditory
Listen/Speak
Kinesthetic
Touch/Do
Blogs X
Twitter X X
Facebook X
Instagram/Pinterest X
Tumblr X X X
YouTube/Vimeo X
Google + X X X
Learning Styles
Adapted from: Meredith Gould, The Social Media Gospel
12. Write it down - CORPS
Component Options Your Answers
Cognitive Style Visual, Auditory, Kinesthetic
Objectives Get news, education, network,
collaborate, coordinate care,
reputation management, career
advancement
Resources Time, energy, money
People Patients, doctors, researchers,
nurses, hospitals, insurers,health
technologists, legislators, other
Strategy Define your role online
13. Top Social Media Sites in 2014
Site Type
Blogger, WordPress Blogging
Disqus Commenting system for blogs
Twitter, Tumblr Microblogging
LinkedIn, Doximity Professional social network
YouTube, Vimeo Video
Pinterest, Instagram, Vine, Flickr Social images
Google+, Facebook Social network
Reddit News sharing
StumbleUpon Social bookmarking
Foursquare Social geolocation
Blue = recommendations for health professionals just starting online
Some like Google+ for Hangouts, private communities but less essential
15. Health professionals are public figures
UK survey of 953 respondents in general
public
Professionalism based upon:
clinician
workmanship
citizenship
Respondents expect doctors to be:
confident
reliable
composed
accountable
dedicated Chandratilake et al, Clin Med 2010
17. Pick a Brand
Find a unique user name that works on
multiple platforms
Brand = you
Don’t make it anonymous, in most cases
Free to sign up, don’t have to use all
First come, first serve
18. • Caveat surfor: If you like it grab it when you see it!
• Other options = Knowem.com, namechecklist.com
20. Before you finalize it…
Consider a matching URL for your brand
URL = uniform resource locator
Unique web address for website
Worthwhile for those planning on content
development
Low cost of renting for 1 year to decide
.com ~ $13
If you get another type (.org, .net) get the .com
you won’t get a 2nd
chance [squatters]
has better ranking on Google, search engines
21. Hang your digital shingle
Get a website domain with your name and
your brand
Brands may fail, but save a place for you to tell
your story and achievements
Build a “moat” to defend your reputation
http://www.matthewkatzmd.com
Type into domain registrar searchHyperText
Transfer Protocol
24. Domain Considerations
Public domain?
Costs more to keep ownership/stewardship privacy
Duration of purchase
You don’t own it, just renting
Longer time periods may = better SEO
26. Before signing on
Have your username and alternatives ready
Have a photo ready for you and profile
background
No “party hearty” or “fuzzy family” photos
Avoid online white coat syndrome
Prepare a 140 character (or less) bio
Brevity wins even on platforms other than
Twitter
27. Photo Sizes for Profiles
Platform Profile Cover
Facebook 180 x 180 851 x 315
Google+ 250 x 250
2120 x 1192
(920 x 520 minimum)
Instagram 110 x 110
LinkedIn 100 x 60 646 x 220
Pinterest 165 x 165
Twitter 400 x 400 1500 x 500
Optimal photo size (pixels)
Sources: Time, http://ti.me/1fLrpeO
Hubspot, http://bit.ly/1kglTmM
28. Random Password Generators
Website URL
Random.org http://www.random.org/passwords
Norton/Symantec https://identitysafe.norton.com/password
-generator
Strong Password Generator http://strongpasswordgenerator.com
Free Password Generator http://www.freepasswordgenerator.com
Source: Mashable.com, http://on.mash.to/1iqXD3B
You can also generate your own in five simple steps
Source: netforbeginners.about.com, http://abt.cm/1nEOdEG
29. Planning before you join
Twitter: Include hyperlink w/profile fi available
LinkedIn: CV on hand to add professional content
MD-based networks: also may need NPI, medical
license information
Consider a personal ‘test’ account for tinkering
rather than on professional account
30. Read the Terms of Service!
Legal information relevant to how
information about you will be shared
Guides decisions about:
Account settings
Privacy, data mining
Who/What you follow
What you share about yourself
What content you produce
Do you own content, or do they?
31. Use a unique password
Protecting your online identity is important
Robust passwords lessen risk of:
damage to your reputation
spam or malware sent to followers/contacts
32. Being Public, Privately
Give place of work as your location
Don’t include your birthday on public profile
Professional, non-medical photos
Not overly medical
Not too personal
Turn off geolocation settings
But know how to turn back on in case of crisis
33. Internet Readiness Checklist
Platform User
Name/URL
Strong
Password
Profile
Bio
Picture (s)
for profile
Establish
privacy settings
DISQUS
LinkedIn
Pinterest
Twitter
YouTube
Add others: Facebook, Blogger, Flickr, Foursquare, Google+, Instagram, Reddit,
StumbleUpon, Tumblr, Vimeo, Vine, Wordpress
34. Internet Readiness Checklist
Platform User
Name/URL
Strong
Password
Profile
Bio
Picture (s)
for profile
Establish
privacy settings
doc2doc
Doximity
Healthtap
Ozmosis
Sermo
35. Summary
Social media are pervasive, powerful
communications tools
More connected = more risk and reward
Plan, start slowly on strategically chosen
platforms