The document summarizes a presentation on using Twitter effectively for medical professionals. It provides an overview of why Twitter is a valuable learning platform, how peers have found value in using Twitter, and tips for getting started and mastering tools like hashtags and apps. The presentation includes surveys of Twitter usage among medical professionals, examples of how experts use Twitter, and a demonstration of features like retweeting and monitoring hashtags. The goal is to convince novice users that Twitter provides useful information and networking opportunities in medicine.
Taking Twitter to the Next Level: A Hands-On Workshop
1. Science at the heart of medicine
Taking Twitter to the Next Level: A Hands-on Workshop
Paul Moniz, Managing Director, Communications and Marketing
David Flores, Social Media Manager
@EinsteinMed
January 16, 2013
Science at the heart of medicine - @EinsteinMed
2. Why Twitter is a Free “Knowledge” Buffet!
Heaps of useful information
Sharpens knowledge,
broadens connections
Global networking
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3. Why Twitter is a Free Buffet
• Ability to self-select choices (“That one looks good”)
• Sampling = engagement (“I want to try more”)
• Curiosity fuels sense of adventure
• Free ticket: only cost: your time
• Yes, you should be EXCITED!
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4. Learning Objectives
1. Why Twitter is a Critical Learning Platform
2. How Your Peers Find Value in Twitter
3. Mastering Twitter Tools to Engage/Save Time
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5. Survey Says…What You Told Us
• M.D., PhD., Asst. Prof., 50-75% Clinical, 25% MedEd
• 63% Twitter novice, 13% expert, 13% intermediate, 1
person has never used Twitter
• Main goal today: gain familiarity, expand prof. opps
• No one has used social media to connect with patients
• BUT… 86% use SM to discuss work
• Other goals: Raise profile, recruit patients, learn
“language of Twitter”
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6. Main Reasons YOU Don’t Use Twitter:
NO Time (66%)
NO Value (33%)
WE ARE HERE TO:
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7. Twitter as Learning Platform
• Topics relevant to YOU
• Connect with EXPERTS and like-minded
• Find relevant studies, resources, contacts
• Establish thought leadership
• Increase knowledge…FAST
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8. Finding Value:
Analysis of 1400 Doctors on Twitter
• 400,000 Tweets over 5 months by WCG (2012)
• Active users. They tweet over 2x per day on average.
• Twitter part of their workday. More than 50% of tweets are sent between
9 a.m. and 5 p.m. (in the physician‟s local time zone).
• They have an audience. 2/3: at least 150 followers (median 306).
• They connect to each other. More than 1/3 followed by at least 20 other
doctors.
• The most-followed physician: Kevin Pho - @KevinMD (Followed by
nearly half)
• Source: MedCity News http://ein.st/SandNm
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9. What Your Peers Say About Twitter
(Thank you, Tweeps!)
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10. What Your Peers Say About Twitter
• “An extraordinary stream of tailor-made info
from a robust scalpel-sculpted community. Can't
be better.”
Jacob J. Steinberg, M.D. @jjsteinberg
Professor, Pathology, Einstein College of Medicine
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11. What Your Peers Say about Twitter
• “New professional opportunities have arisen for me
solely as a result of my involvement with Twitter, e.g.,
giving talks, asking for commentary, invited to
participate in research studies, etc.”
Robert S. Miller, M.D., FACP @rsm2800
Breast Cancer Program Oncology
Johns Hopkins Green Spring
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12. What Your Peers Say about Twitter
• “I find Twitter useful for knowing the medical news, for
links to articles and new ideas that interest me, and for
networking.”
Elaine Schnatter, M.D. @ElaineSchattner
Clinical Associate, Professor of Medicine
Weill Cornell Medical College
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13. What Your Peers Say About Twitter
“Twitter is the primary communication tool for the current era,
and a core element of your personal digital brand identity.
Regardless of your focus, your patients are there, in growing
numbers, and your competition is there, in growing numbers.”
Farris Timimi, M.D. @farristimimi
Medical Director, Mayo Clinic Center for Social Media
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14. In Sum…
“I find Twitter to be the greatest communication tool
available to man. I’m struck by how useful it is. You can
tailor it to your exact needs.”
Robert West, Ph.D. @westr
Associate Professor of Biochemistry & Molecular Biology,
Upstate Medical University at SUNY
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15. Twitter for Thought Leadership:
Different Styles (all valid)
Dr. David Farley, Mayo Clinic Surgeon and Educator
ONE TO MANY
262 Tweets
0 Following
157 Followers
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16. Using Twitter for Thought Leadership:
Different Styles
Dr. Robert Miller, Breast Ca. Oncologist, Johns Hopkins
CONVERSATIONALIST
5,619 Tweets
575 Following
2,640 Followers
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17. Set Attainable Goal: 300 Followers
• Average doctor in Twitter survey: 306 followers
• Experts suggest “300” is the tipping point
• IGNORE number of followers initially
• Participate. Give someone a reason to follow you
• Engage. Value attracts followers
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18. Quick Recap: Tweet and Retweet
• Tweet refers to a short message (140 character max.)
• A retweet is a “rebroadcast” of your message to all of
one‟s followers. “RT” generally appears before post.
Tweet Retweet
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19. Lingo: Do you Speak Twitter?
• Handle: Your username: @EinsteinMed
• Hashtags (#): Symbols used to organize Tweets/find content
• Feed: Everything on your Twitter homepage
• Following: People/orgs you choose to follow
• Followers: People/orgs who follow your account
• Mentions: Messages addressing you using your handle:
@EinsteinMed „”Good point!”
• RT vs. MT: Sharing vs. Modifying a tweet
• Direct Message: Private message sent only to you
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20. Mastering Twitter: Lingo and Tools
Live Demo
• Twitter Search: Your content ticket
• Using Hashtags, finding Twitter chats (#)
• Using Twitter Apps – Tweetdeck, Hootsuite, etc.
• Monitoring and Participating in twitter chats: Tweetchat
• Why Lists are Critical
• Assessing a Profile (Commun.it, SocialBro)
• Block/Report
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21. Twitter apps on Mobile
(Tweetdeck, Hootsuite, Twitter)
PROS
• Very convenient: tweet on the run
• Monitor events/engage in real time
CONS
• Typing a challenge, “send” too easy!
• Challenging to monitor multiple streams for newbies
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22. Promoting Einstein Clinical Trials on Twitter
• Einstein Twitter Account for Clinical Trials
• All language approved by IRB
• HIPAA: Direct all traffic to web landing page
• Consider: Separate Twitter account about research
topic to drive interest
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23. Twitter: Flight List
Do
Follow interesting people/topics
Share and RT info that matters
Say “thank you”
Tweet daily (or 2x/day)
Don’t
X Share detailed personal information
X Engage in heated arguments publicly
X Focus only on yourself
X Obsess over number of followers
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24. SHAMELESS PLUG…..TheDoctorsTablet.com
We‟re looking for bloggers!
Have a blog idea? Submit a post to:
blogs@einstein.yu.edu
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25. Connect with Us
@EinsteinMed
socialmedia@einstein.yu.edu
einstein.yu.edu/administration/communications-public-
affairs/media/twitter-resources.asp
einstein.yu.edu/social-media
einstein.yu.edu/news
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26. Additional Resources
USING TWITTER
Twitter 101:
https://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-
i-get-started-using-twitter
Healthcare Hashtags
http://www.symplur.com/healthcare-hashtags/
Twitter myths and tips
http://futuredocsblog.com/top-twitter-myths-tips/
ALBERT EINSTEIN COLLEGE OF MEDICINE - SOCIAL MEDIA
Macy Grant to Teach Social Media Professionalism in Medicine
http://www.einstein.yu.edu/news/releases/830/einstein-faculty-receive-grant-to-teach-social-media-professionalism-in-medicine/
Healthcare Social Media Learning from Einstein
http://onlineitallmatters.blogspot.com/2012/12/healthcare-social-media-learn-from-best.html
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27. Additional Resources
FROM LIVE PRESENTATION
Twitter Search
search.twiter.com
Hashtags/Twitterchats
http://www.symplur.com/healthcare-hashtags/
Hootsuite
www.hootsuite.com
Tweetchat
www.tweetchat.com
Commun.it
http://www.commun.it
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Notas do Editor
co-founder Jack Dorsey explains:"We wanted to capture that in the name -- we wanted to capture IN A NAME the feeling of the physical sensation that you're buzzing your friend's pocket. It's like buzzing all over the world."So we did a bunch of name-storming, and we came up with the word 'twitch,' because the phone kind of vibrates when it moves. But 'twitch' is not a good product name because it doesn't bring up the right imagery."So we looked in the dictionary for words around it, and we came across the word 'twitter,' and it was just perfect. The definition was 'a short burst of inconsequential information,' and 'chirps from birds.'"And that's exactly what the product was."Read more: http://wiki.answers.com/Q/Why_is_Twitter_called_twitter#ixzz1y5Mo5srs
Comms firm of WCG…Key points – the tweet REGULARLYMost fit twitter in their work dayMost DO NOT have hundreds of followersMany are highly connected to others
John HopkinsEinsteinMayo ClinicWeill Cornell SUNY Upstate
Transition to David, here. Starts off with quick review of Twitter then moves toward live demo.
Need to check with Mayo about framing Farley this way. Our point here is that different styles work well – depends on objective.
Transition to David
David goes to live demo…Explains what going to be covered…
Search is window W (SEARCH)Hashtag – symplur, healthcare hashtag W (HCHASHTAG)Hootsuite (go to Einstein’s) W (HOOTSUITE)Tweetchat W (TWEETCHAT)Lists (hootsuite)Commun.it W (COMMUN.IT)Block/Report (Hootsuite)