Introductory presentation to health promotion professionals on the uses of social media for professional purposes. Presented in Sydney, Nov 4th 2012.

1. Health Promotion
and Social Media:
conversations in
a new setting.
Carolyn Der Vartanian
Program Leader, Blood Watch
Clinical Excellence Commission
@carolyndv

2. #TheWalkingGallery
@ReginaHolliday

3. What is Social Media?

5. “Social media is the democratisation of
knowledge and information and
transforming readers from content
consumers to content producers. It is
the shift from a broadcast mechanism,
one- to-many, to a many-to-many model,
rooted in conversations between authors,
people and peers.” Brian Solis

6. http://www.webnotwar.ca/wp-content/uploads/2011/02/webolution-lasagna.png
(Courtesy of Julie Leask, University of Sydney)

7. The world as we knew it! Content Consumers
Event OBSERVERS
RESEARCH
JOURNALIST PAPER
PEER REVIEW
STORY
PUBLICATION
READERSHIP
PUBLICATION
READERSHIP

8. Today: Content Creators
Observer Observer
Observer
Observer

9. Twitter & it’s Reach
Am presenting on Social Media & Health
Promotion in Sydney this morning. Please tweet
back and tell me where you are from.

10. WHY SHOULD I BOTHER?
• Why should I use social media?
• How will it help me do my work?
• Is it safe?
• How will it help me engage with the
communities that I work with?
• Is it really a valid setting for health
promotion?

11. Busting Myths!
• Social media limits human interaction.
• Social media is not for health professionals
-we prefer face-to-face.
• Social media = sitting at my desk longer.
• Social media is for social stuff- not work!
• I don‟t need to learn a new technology- email
is enough!

12. Barriers
What I‟m not going to talk about today:
• Risks – personal and professional
• Privacy – yours/ours
• Confidentiality – patient-doctor, client-
healthcare provider.
• Resources
Royal College of Nursing Australia
http://www.rcna.org.au/wcm/Images/RCNA_website/Files%20f
or%20upload%20and%20link/rcna_social_media_guidelines_fo
r_nurses.pdf
Australian Medical Association: Guidelines for Health
Professionals http://ama.com.au/socialmedia

13. How do/can physicians use Social Media?
• To treat – using social technologies as a means
of providing direct patient care.
• To teach - using social technologies as a means
of providing a credible opinion and review of
health/medical news & reports for the public.
• To learn - using social technologies as a means
of supporting their own life-long learning –
providing a learning and decision-making
resource based on the collective knowledge of
their own „network‟.
Brian McGowan

14. Applying Social Media
• Examples of how social media can help
with your work in health promotion
and professional development
 Organisational approach
 Subject matter – relevant networks
 Professional use – how will it help YOU?

15. The Mayo Clinic Centre for
Social Media
• Launched June 2010
• 10 staff, 3 campuses, $1mio
investment, CME!
• Various channels are used to
feed off each other and
enhance the messages.
• Internal advisory group: Head
of PR, Medicine, Operations,
Head of Nursing, IT and
Information Mgtm, social
media experts, legal
representation.

16.  You Tube channel – up to 5000 visits a week
 Over 200,000 “followers” on Twitter
 Active Facebook page 53,000 connections
 Dozens of blogs: Sharing Mayo Clinic, Mayo
Clinic Diet, Alzheimers etc.
 Hundreds of Podcasts
 NEW: Mayo specific on-line social network
platform for patients
 Syndicated radio show re health news
 “Insider” (staff) newsletter/blog
 PLUS: Regular PR, Advertising, Events etc.

17. Using YouTube to Prepare Patients
Your first prosthodontics visit
Your first prosthodontics visit
Link: http://www.youtube.com/watch?v=1eMQPZw9lmA

18. Social Media for Health Promotion?
Why use social media & new technology?
• Social media/internet- places where people go: A
unique setting for health promotion
• To ensure your programs are accessible and familiar
to communities you work with;
• You are engaging in relevant ways;
• You provide opportunities for people to control their
own content & develop their health literacy;
• A method for delivering behaviour change
interventions.
• (REF:Social Media use in Youth Health Promotion - South Australia 2011)

19. Health promotion on #SocMe
• Examples of subject related activity
▫ I work in a public vaccination programme-
who can I connect with?
▫ How can I connect with aboriginal youth on
social media about smoking? Are they there?

23. 5,563 Likes
428 Tweets

28. • @IndigenousX - a different Aboriginal and/or
Torres Strait Islander person tweeting from the
account each week.
• #iXchat weekly chat
• @ATSIPHJ - The Aboriginal and Torres Strait
Islander Public Health Journal
• @NACCHO - national peak body representing over
150 Aboriginal Community Controlled Health
Services
• SYMPLUR – Healthcare hashtags
http://www.symplur.com/healthcare-hashtags/
Health conferences, Twitter chats etc.

29. Social Media for Health Care
Professionals –
What else can I use it for?
• Research Dissemination
• Education
• Networking and Collaboration
• Patient Information & Care
• Mobile Health (mHealth)

30. Research & Social Media: dissemination,
recruitment, meetings
• ‘Social media is slowly infiltrating the ivory
tower!’
• Knowledge identification: tapping into your
networks- what are they reading/ reviewing? Social
bookmarking
• Research dissemination: blogs, tweets, video
• Recruitment- „crowdsourcing‟ e.g. Mayo Clinic –
SCAD lead to research. Open Access peer-reviewed
journals e.g. PLoS One – ability to make comments,
measure of impact
• Research collaboration – Wiki‟s, Google Docs, Drop
Box etc.

31. Social Media & Education
• SlideShare – presentations & feedback
• You Tube- procedures, grand rounds,
information – not just viewing video but
sharing, commenting, linking...
• Twitter – capacity to support learning,
build on conversations outside of
workshop or meeting
• Podcasts – listen on the go, when it suits
you.

33. Networking & Collaboration
• LinkedIn – professional profile, professional
groups
• Twitter – personal & professional tweeting-
crowdsourcing
• Conference tweeting – additional interaction,
networking
• Blogs- http://meta4rn.com/ Life in The Fast Lane,
• Wiki‟s, Google.Docs, DropBox (store&share files)
• Skype (person to person phone/video, screen
sharing, group conferences); GoToMeeting,
WebEx (web conferences, on-line presentations)

34. Your clients/communities & Social Media
• They‟re already there! Talking,
posting, reviewing, sharing knowledge.
• Facebook- pages, communities, support groups,
public health campaigns
• Blogs- 1000‟s- mental health, sexual health,
refugee health, disease related, treatment related,
alternative-views related- e.g. vaccination
• Tweeting about health service providers and the
care they receive – every hospital, every service.
• After-hours connection- particularly useful for
mental health services, younger people‟s health
services

35. Where to next?
• Need for multiple channels of
communication and engagement
• Change the way we think about education,
knowledge dissemination, research and
community education- beyond the pamphlet
& posters!
• Sign Up- stay professional - contribute!

36. Resources
▫ #HCSMANZ HealthCare Social Media Sunday
nights
▫ “Where they hang out” Report – Social media use
in Youth Health Promotion - South Australia
http://www.healthpromotion.cywhs.sa.gov.au/Art
icle/NewsDetail.aspx?p=16&id=91
▫ Symplur - http://www.symplur.com/healthcare-
hashtags/
▫ Guide to Twitter -
http://bcpsqc.ca/resources/social-media.html

37. Great Blogs!
▫ Youth Health 2.0
http://www.youthhealth20.com/
▫ Croakey Blog http://blogs.crikey.com.au/croakey/
▫ Mental Health Nurse blog http://meta4rn.com/
▫ Community of Excellence– indigenous youth
http://www.facebook.com/CommunityofExcellence
▫ Dr Kevin Pho http://www.kevinmd.com/blog/