As the Department of Anesthesiology's digital communications manager, I spend a lot of time integrating social media into our promotion and outreach strategy.
7. #4: Use your expertise to improve medical
information
8. CONFIDENTIALITY AND SOCIAL MEDIA
“It is important for providers to be aware of the implications for
confidentiality and how the use of online media for non-clinical
purposes impacts trust in the medical profession.” -- Humayun
Chaudhry, DO, MS, FACP, president and CEO, Federation of
State Medical Boards.
• NEVER CONTACT PATIENTS VIA SOCIAL MEDIA
• NEVER RESPOND TO PATIENTS VIA SOCIAL MEDIA
• BE AWARE OF WHAT YOU ARE POSTING
• IF YOU ARE CONTACTED BY A PATIENT, CONTACT BRIE
9. As of September 2015, who has the largest Twitter
following in the world?
TRIVIA BREAK
Katy Perry
President Obama
Justin Bieber
10. SINGLE SIGN IN
• Facebook
• Twitter
• Google (one account to rule them all)
– YouTube
– Google+
– Google music
– Maps
12. SEO: SEARCH ENGINE OPTIMIZATION
anesthesiologist
• ~90% of traffic comes from organic search
• 14K searches for “anesthesiologist” led to HSS sites in 2014
• Google & YouTube are leading search engines
• Simplistic, yet specific, language performs best*
13. @username to tag other users
• Get the attention of
anyone you want to Tweet
at (media outlets, other
anesthesiologists)
• Tags corporate or
customer service for
attention
• Do not have to be ‘in-
network’ to be tagged or
tag others
Replies are set to
automatically tag any user
mentioned in original tweet
14. # = connects themes, topics, and subjects
• Search by # on Twitter
• Research popularity using www.hashtagify.me
15. Followers/friends/connections = your
personalized network
– @HSpecialSurgery: for HSS patients
and fans
– @AnesthesiaHSS: dept’s Twitter feed
– @ASALifeLine: Anesthesiology
– @WHO: World Health Organization
17. HOW TO CREATE A TWITTER BIO
1. Find niche descriptors: #anesthesiologist
2. List an accomplishment: deputy editor-in-chief
3. Discuss a hobby: running
4. Connected company or other profiles:
@CJA_Journal
5. Disclosures
18. IMPROVING THIS TWEET
Is this the best #hashtag?
Multiple Penns: UPenn,
Penn State?
Customized URL
shortener
Appropriate photo choice?
19. Which social network has the most registered users?
TRIVIA BREAK
Twitter
Facebook
Instagram
21. TRIVIA BREAK
What does #tbt mean?
• Totally bonkers tweet
• Terribly bored thanks
• Throw back Thursday
22. INSTAGRAM
• Patient use: selfies in the pre-op/PACU, testimonials, criticisms
• Follow the hospital at @hspecialsurgery
• Popular content ideas: #throwbackthursday [#tbt]
24. GOOGLE+
• Accessible from your Google account
• Houses reviews, ratings, and commentary
• Directly impacts search engine optimization (SEO)
25. YELP
• Primarily a business review site
• Every star in a review leads to a
5%-9% jump in revenue (Luca et
al, Harvard Business Review.)
• Owners can ask Yelp to remove
fake or untrue reviews
26. RESEARCHGATE
ResearchGate is a social networking site for scientists and researchers to share
papers, ask and answer questions, and find collaborators
29. RESOURCES & NEXT STEPS
• Sign up for Twitter, Google, LinkedIn
• Follow @AnesthesiaHSS
• Ask Brie for Twitter list
• Connect your LinkedIn to HSS
• Add your contacts on Twitter, LinkedIn
• Tweet, RT, mention your heart out!
• Look for metrics and growth updates from me to see
what impact social media has on traffic
Brianne (Brie) can help
30. SOCIAL MEDIA TAKE-AWAYS
• Twitter: use to start and join conversations about
#anesthesia in 140 characters or less
• LinkedIn: updated career information
• ResearchGate: Stay up-to-date on anesthesia research
Join these
networks!
Keep an eye out for: Google+, Yelp!, Facebook,
and Twitter for patient remarks
