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September 7, 2011
Navigating Social Media
Science at the heart of medicine
Overview, Official Guidelines and Best Practices
Paul Moniz, Director of Communications and Marketing
David Flores, Social Media Manager
| 2Science at the heart of medicine
What Are We Talking About Today?
• Strategy• Einstein Social Media Milestones• How Social Media is Being Used in Science/Healthcare• Review of Social Media Guidelines• Privacy• What’s in it for YOU
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DCPA Social Media Strategy and Rollout
• YouTube: April 2009 Visual, Expert Insight, Impact
19,323 visitors:89,008 views> Nearly 5 videos per unique visitor> Most Popular: SuperAgers, Harris Goldstein Immunology Lecture> 358 Subscribers
• LinkedIn: Dec. 2009: Brand awareness/networking/recruiting
1,009 employees/3,000 > Most engaged: avg. 5.3 pages vs. 2.7 Facebook
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DCPA Social Media Strategy and Rollout
• Twitter: Jan. 2010 : Influencers, Mavens
1,896 Followers> Influentials: journalists, healthcare/patient advocates, politicians,
decision makers> #2 among medical schools, according to Klout: #1 Stanford, #3 Johns
Hopkins, #4 Duke
• Facebook: May 2011: Conversation, Community, Evangelism
342+ “likes”> Medical colleges/research organizations, Bronx community, civic
groups
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Official Einstein Twitter Feed: Est. Jan. 2010>1896 followers, on 157 lists, 6095 tweets, avg 10 tweets per day
Science at the heart of medicine
Other OfficialTwitter Feeds
@EinsteinMedicin@AE_CancerCenter@EinsteinPhD@EinsteinLibrary@EinsteinStudies@EpgntxEinstein@myalbertcbe
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Twitter Engagement
• Guest-moderated MDchat, 1st online chat for M.D.s • Co-hosted diabetes twitter chat• Partnered with National Alzheimer’s Assn./MDchat on
chat with younger-onset early stage patients
Science at the heart of medicine
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Einstein Facebook Page: Est. May 2011342 fans, 74,729 users exposed to the page
Average monthly active users (posting comments, likes) doubled since June
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Social Media ROI
• Stronger relationships with key journalists/influencers• Access to “players” in important sectors• Continuous learning and exposure to best practices
• Forging key off-line relationships• Invitations to conferences, events, in-person meetings• Extending geographic reach for Einstein brand
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Why Social Media Matters
“Man owes his strength in the struggle for existence to the fact that he is a social animal.”
-Albert Einstein
• Average Facebook user has 130 friends *
• More than 1 billion tweets per week *• 1 of every 6 hours spent online**
*Figures reported by Facebook and Twitter, respectively** According to comScore, research
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How Can Social Media Help YOU?
• Learn of new developments in your field• Form communities of interest• Join conversations/share opinions/generate ideas• Publicize projects• Move audiences to action
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SM: A Disease-Fighting Data Tool?
“The way that information moves is very similar to the way disease moves.”
- Dr. David Fisman, epidemiologist University of Toronto in the NY Times article “Social Media Join Toolkit for Hunters of Disease”
• Playboy Mansion attendees of party sponsored by DomainFest Global Conference report flu-like symptoms on Facebook
• Attendees dub illness “Domainerflu”
• L.A. County officials used Facebook to inform victims of where to seek treatment
• Social media descriptions helped officials determine that Legionnaires' disease was the cause
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A Tool for Patients
• More than 80% of Americans online for healthcare information*• 1 in 4 Internet users has watched an online health video**
• 32% say trust in social media is “very high” ** • 1 in 5 Americans use social media to make healthcare decisions **
• * Pew Internet & American Life Project survey, published fall of 2010• ** February, 2011 study by National Research Corp. surveying 22, 877 adults
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Einstein Social Media Guidelines
Purpose of Social Media Guidelines
• Encourage legal and responsible use • Provide guidance for faculty, staff, students• Explain how to create official accounts• Provide guidance on personal use of SM
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Creating University-approved SM Accounts
• 2 administrators (1 in management)
• Both must have social media experience
• We can post items, if requested
About official accountsMust have university approval
Previously created accounts grandfathered
Application link found in Social Media Primer and Guidelines
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Einstein Clinical Trials Recruitment on Twitter
• Posts must comply with IRB guidelines• Posts can link to studies ads or information• Administered by Eileen Shore (
[email protected])• See details in social media primer
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Social Media Primer
• Simplified version of official guidelines
• Explains and encourages social media use• How university approved accounts are created• Tips on using social media wisely• Links to social media resources
• For beginners and experienced social media users
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Privacy: HIPAA and Social Media
• Same rules apply online and offline• Photos and descriptions especially troublesome• General advice okay but caution advised• Presume all social media conversations are public• Social media: a giant glass elevator – never know who
is listening
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Your Privacy
• Be aware and alert; not afraid
• Privacy varies from network to network
• Caveat: Network changes=privacy changes
• Find and check settings regularly for new options
• Monitoring is always an option: promotes learning
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Choosing Privacy
Choices you make here will affect who can see your public profile and contact information
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What Privacy Settings Mean for YOU
• Limit what individuals/organizations know about you
• Ability to selectively hide pictures and updates
• Separate private and public lives
• If in doubt, create personal and professional accounts
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So What Does Privacy on Social Media Look Like?
With almost every privacy setting turned on in Facebook, this is what a stranger sees.
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Reputation in Social Media
• Conversations are already happeningabout you
• Ratings sites can help determine how well you’re doing on social media
• Never respond when angry, commentslast indefinitely
• Response is reputation
The Gossips by Norman Rockwell, 1948
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Social Media FAQs:
Q: What information will be shared about me if I a page?
A: Your privacy settings determine what’s revealed
Q: Why should I like a page?
A: To be able to comment and post on a page and engage in conversation
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Social Media FAQs:
• Q: What does “following” someone mean?• A: Following allows you to see - in real time - the
messages posted by a given account
• Q: Why bother following those who don’t follow you back?
• A: Following someone whose work you’re interested in may lead to finding more information through their tweets
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5 Quick Tips
• Be helpful
• Be professional
• Be alert
• Be consistent
• Be yourself
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For More Information…
[email protected] www.einstein.yu.edu/social-media
September 7, 2011
Navigating Social Media
Science at the heart of medicine
Official Guidelines and Best Practices
Paul Moniz, Director of Communications and Marketing
David Flores, Social Media Manager