An introduction to social media websites and their application to supporting continuing medical education.
Presentation delivered at the Alliance for Continuing Education in the Health Professions (ACEHP) 2013 Conference in San Francisco, CA. Session F47.
February 1, 2013
Scott Bradbury
Brian McGowan
Brandee Plott
Derek Warnick
2. ‚Social media is the
platform where connection,
conversation, and
collaboration take place.‛
3.
4.
5.
6.
7.
8. Our topics
Twitter for CME
(Derek Warnick)
Leveraging LinkedIn
(Brandee Plott)
Intro to Facebook
(Scott Bradbury)
Factors Influencing the Adoption and
Use of Social Media by Physicians For Learning
(Brian McGowan)
9. Factors Influencing the Adoption and
Use of Social Media by Physicians For Learning
Presented by:
Brian S. McGowan, PhD
@briansmcgowan
www.SOCIALQI.com
*** Author of: ***
#SOCIALQI: Simple Solutions for Improving Your Healthcare
February 1st, 2013
10. January 9th 2013
@JMedInternetRes:
“@BrianSMcGowan
Your paper is actually
the most viewed
paper of the year -
second most tweeted
- it will be highly
cited”
11. Inconsistent Data of Docs ‘Using’ SoMe
Sermo 2010
Do you use ____ professionally?
2% Twitter 4%
Facebook
PeerView 2010 MCM 2010; unpublished
12. Misleading Data of Docs ‘Using’ SoMe
Do you ‘have a Facebook account’?
64% YES 36% NO
Have you ever ‘used’ Twitter?
20% YES 80% NO
Have you ever participated in an online health blog?
35% YES 65% NO
Do you ‘use’ YouTube? * ACS has a YouTube Channel
82% YES 18% NO
(n~300) American College of Surgeons 2010: http://bit.ly/e5PiaP
14. How comfortable are you
that you understand HOW
physicians are using social media?
February 1st, 2013
15. Defining ‘Meaningful Use’
Hypothesis:
There are 3 ways that HCPs ‘use’ social media:
1. To practice – treating patients
2. To promote public health messaging (& promotion)
3. To learn – sharing of medical information/knowledge
Bucket 1 Bucket 2 Bucket 3
16. Purpose of Study
• To identify factors associated
with the adoption and use of
social media by physicians to
share medical information
• Utilized a theoretical
framework to identify factors
and predict the adoption and
use of social media
17. Physician Adoption and Use of Social Media
to Share Medical Knowledge with Other Physicians
100%
90%
Unaware
80%
Will Never Use
70%
Current User
60%
50%
40%
30%
20%
10%
0%
eMail
YouTube
Podcasting
Texting
Blogs
iTunes
LinkedIn
Wikis
Facebook
Communities
Mobile Apps
Twitter
RSS Feeds
Doc-only
18. How comfortable are you
that you understand WHY
physicians are ‘using’ social media?
February 1st, 2013
19. Physician attitudes towards using social media
Primary Care Physicians 19% 49% 32%
Oncologists 23% 45% 33%
All respondents 21% 47% 32%
0% 20% 40% 60% 80% 100%
Risky Neutral Beneficial
20. Physician attitudes towards using social media
Primary Care Physicians 18% 43% 39%
Oncologists 23% 45% 32%
All respondents 20% 44% 37%
0% 20% 40% 60% 80% 100%
Bad way to get info Neutral Good way to get info
21. Benefits of primary care physicians using social media
Using Social Media helps improve
the quality of my patient care 7% 8% 6% 17% 29% 22% 10%
Using Social Media enables me
to care for patients more effectively 6% 11% 5% 17% 28% 22% 10%
Using Social Media increases
my job productivity 7% 13% 11% 23% 19% 20% 6%
Using Social Media improves
my job performance 7% 9% 9% 20% 24% 23% 7%
Using Social Media enables me to
accomplish job tasks more effectively 6% 11% 8% 18% 26% 24% 7%
0% 20% 40% 60% 80% 100%
Strongly Disagree Disagree Somewhat Disagree
Neither Agree or Disagree Somewhat Agree Agree
Strongly Agree
22. Factors Influencing the Adoption and
Use of Social Media by Physicians For Learning
Questions and Comments
Presented by:
Brian S. McGowan, PhD
@briansmcgowan
www.SOCIALQI.com
*** Author of: ***
#SOCIALQI: Simple Solutions for Improving Your Healthcare
February 1st, 2013
23. Technology 101 Workshop:
An Introduction to
Social Media Websites
#ACEHP13
#F47
Derek Warnick
Principal
D. Warnick Consulting: The CME Guy
24. Disclosure
Derek Warnick
Principal
D. Warnick Consulting: The CME Guy
CME Grants Manager
Penn State College of Medicine
dwarnick@theCMEguy.com
http://www.thecmeguy.com
Twitter: @theCMEguy
Facebook: www.facebook.com/theCMEguy
LinkedIn: www.linkedin.com/in/theCMEguy
Google+: gplus.to/theCMEguy
Pinterest: http://pinterest.com/thecmeguy
Blog: cmeconfessions.wordpress.com
31. Twitter for Audience Engagement
• Give a hashtag
• Encourage audience to tweet
• Tweet key points from presentation
• Solicit questions from audience
32. Other Benefits
• Takes presentation beyond meeting room
• Supplements traditional Q&A formats
• Allows for unlimited questions
• Digital notes
39. This man wants YOU for #CMEchat!
Every Monday at 11 AM ET
40.
41. LinkedIn has over 75 million members
◦ Including an executive from every fortune 500
company
Use LinkedIn to:
◦ Network professionally
◦ Post and find jobs
◦ Ask/Answer questions
◦ Build thought leadership
◦ Showcase your company!
42. Complete your LinkedIn profile 100%
◦ 40% chance of greater networking success
Profile is:
◦ Comprehensive snapshot of who you are professionally
◦ A valuable professional digital asset
43. Complete all sections
Upload a professional image
Create a compelling headline
Provide interesting summary
Edit your LinkedIn URL
Include Twitter profile
Request recommendations
Website listings (call to action)
Profile publicly visible to all
44. Upload and import your contacts
(Outlook, Gmail, etc.)
Invite your current and past colleagues
Personalize your invitations with a personal and
semi-personal message – it makes all the
difference!
45. Make valuable business connections with:
◦ Prospects
◦ CME thought leaders
◦ Vendors
◦ Contacts you make at a mtg.
Browse networks of
immediate contacts
Ask for introduction through
mutual contact
46. Status updates
◦ 1 quality update per day
◦ Make them concise
◦ Include links
LinkedIn Answers
◦ Q&A database with
over 2 million answers
◦ Display your expertise by responding to questions
◦ Answers indexed on Google
47. 730,000 groups on LinkedIn
◦ Discussions board
◦ Post links and engage
◦ Member search
◦ Directly send messages
Use groups to:
◦ Build influential connections
◦ Learn from other professionals
◦ Discuss hot topics
◦ Gain competitive insights
48. Your group’s name will make or break your
group!
Brand your group
Keep discussions relevant
Assume leadership
◦ Start discussions
Use announcement feature
49. Under Companies, click “Add a Company”
Edit Company Profile description
Add key words within the Specialty Section
Choose industry or location
Blog RSS
Corporate Twitter
Make sure to turn on status updates
50.
51. My Travel and Events
Reading List by Amazon
SlideShare
Wordpress or Blog Link
Polls
52. Give before asking
◦ Give recommendations; endorse others’ skills
Connect with everyone
Don’t just be a static user. Engage!
53. Your profile is your greatest asset
Use LinkedIn for professional growth and to
make valuable business connections
Develop thought leadership using status
updates, groups, and answers
Create a company page and get found!
54. Intro to Facebook
{ Scott Bradbury
Director of E-Learning
American Academy of Pediatrics
sbradbury@aap.org
Twitter: @elearningcme
55. Maybe you’ve heard of it?
Launched in 2004
Over 1 billion active users
They made a movie about it
58. Profiles
Contains interests, contact
information, photos, etc.
Communicate through public or private messages
and chat features
Mind your privacy settings
59. Pages
Open
Can make one for
businesses, places, companies, artistic
groups, brands, etc..
People can be fans and ‚like‛ your pages
60. Groups
Open, Closed, or Secret
Can make one for…anything
People can communicate over shared interests
61. News Feed
Place in your profile where you see updates from
all your Friends, Pages, and Groups
You can (mostly) control what appears and what
doesn’t
62.
63. Why
Everyone is using it
People know how to use it
Learning automatically accessible and
mobile (over 50% access on a mobile
device)
Almost half the US population has a
Facebook account
64. How
Create a Group– either closed or secret
Use Group features like polls, chats, note
sharing, image sharing, events, etc.
Generate and moderate discussions
Use Apps to enhance content and
collaboration
(Blogger, SlideShare, YouTube, flickr, CITEM
E, etc.)
Upload and download files
65. Other Tips
Push community, not sales
Moderate
Make sure it’s the right fit
66. For You
Follow or ‘friend’ people and
organizations you like
Notas do Editor
So this social media is everywhere, it has become all-consuming in our life. We can’t escape it. But can we escape it when it comes to continuing medical education? What role does it play in our efforts to
While you might think of Facebook like the local pub, think of LinkedIn as a trade show of 24/7 networking.
You must first establish a foundation in order to begin building your influence, generating introductions and referrals, and uncovering valuable business opportunities.
Updates - information that you find compelling or noteworthy news about your company that might be interesting to your target demographic
Either within your profession or your targeted customers
Group rules feature. LinkedIn allows group managers to send out an announcement to all of its members at most once a week. It should be noted that this should not be used every week, nor should it be used for purely self-promotional means. The LinkedIn community could perceive sending out announcements in this manner as spam, and it could give people reason to leave your group
In sync with your website; This is how your company gets found!
You can’t just expect people to come to your LinkedIn profile and learn about some of things you do without telling them what to do next. If you don’t create a call-to-action, then you are guaranteed to get less than what you desire. One way to create a call-to-action is by customizing your website links. LinkedIn lets you post three links, and instead of having them say “my blog,” make it say “Contact Me Here” or “Download My Free Report.” The more direct you can be, the better.
The million dollar question….how to use it to support e-learning??
Open: Anyone on Facebook can see and join the group. Open groups will appear in search results and all content that members post (ex: photos, videos and files) is visible to anyone viewing the group. People may see when you join or are invited to an open group, such as in news feed or search. Learn more. Closed: Anyone on Facebook can see the group name, its members and people invited to join the group, but only members can see posts in the group. To join a closed group, a member needs to add you, or you can ask to join. People may see when you join or are invited to a closed group, such as in news feed or search. Learn more. Secret: Non-members can’t find these groups in searches or see anything about the group, including its name and member list. The name of the group will not display on the timelines of members. To join a secret group, you need to be added by a member of the group.
Open: Anyone on Facebook can see and join the group. Open groups will appear in search results and all content that members post (ex: photos, videos and files) is visible to anyone viewing the group. People may see when you join or are invited to an open group, such as in news feed or search. Learn more. Closed: Anyone on Facebook can see the group name, its members and people invited to join the group, but only members can see posts in the group. To join a closed group, a member needs to add you, or you can ask to join. People may see when you join or are invited to a closed group, such as in news feed or search. Learn more. Secret: Non-members can’t find these groups in searches or see anything about the group, including its name and member list. The name of the group will not display on the timelines of members. To join a secret group, you need to be added by a member of the group.