The document discusses why physicians must use social media, how they should develop a social media strategy, and how to mitigate risks. It argues that social media use is an ethical imperative, can help physicians lead in their fields and avoid a passive online presence, and that physicians cannot truly opt out of having an online profile. It then provides guidance on setting goals, choosing keywords, and selecting platforms for an effective strategy. Finally, it covers best practices for minimizing legal and professionalism risks related to patient privacy, conflicts of interest, and maintaining a respectable online brand.

1. Social Media for Physicians:
Why You Must, How You Should, and Risk Mitigation
Marjorie Podraza Stiegler, M.D.
Adj. Associate Professor of Anesthesiology
University of North Carolina at Chapel Hill
@DrMStiegler #ANES18

2. @DrMStiegler #ANES18
Disclosures
APSF: Director of Digital Strategy/BOD
GSK: Medical Director, Respiratory
Royalties from OUP and UTD
The Social Prescription Book
The Prescription Training Series
TransforMD.org

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Why you
must
How you
should
Liability and
risk mitigation
Social Media for Physicians

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Part 1

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Why you must
1. Ethical imperative
2. Lead or be left behind
3. No ‘opt out’

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“predictive text”
Who is giving patient
information online?

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Make a bigger difference
You
now
You
online Education
Research
Advocacy
Policy
Patient Literacy
Disease Awareness
Recruitment
Connections

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Why you must
1. Ethical imperative
2. Lead or be left behind
3. No ‘opt out’

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Lead or be left behind

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Leading: International Reputation
Google Analytics
145 countries
145 countries

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Leading: Community Influence
145 countries
145 countries

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Leading: Departmental Contribution

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Metrics for Professional Leadership
Add a digital scholarship
portfolio to your CV
ü International Reputation
ü Community Influence
ü Departmental Contribution
ü “All outputs” metrics
Professional Visibility

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Why you must
1. Ethical imperative
2. Lead or be left behind
3. No ‘opt out’

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No ‘opt out’
Like it or not, your digital
footprint already exists
on hundreds of websites

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No ‘opt out’ : digital noise

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No ‘opt out’ : Digital CV

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No ‘opt out’
Digital CVDigital noise vs
YOU

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You can influence search engines
Case illustration: 4 pages of Google results

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Case Illustration

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Why you must
1. Ethical imperative
2. Lead or be left behind
3. No ‘opt out’

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Part 2

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Digital strategy: define, design, and implement
1.Goals
2.Words
3.Platform

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What are
you known
for today?
What do
you want to
be known
for?
Defining Goals

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Do you want
to control
what people
FIND ABOUT
you?
Do you want
to BE FOUND
for expertise
in a topic?
Defining Goals

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Defined social
media goalsWhat are
you known
for today?
Do you want
to control
what people
FIND ABOUT
you?
What do
you want to
be known
for?
Do you want
to BE FOUND
for expertise
in a topic?
inform SEO
strategy

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Digital strategy: define, design, and implement
1.Goals
2.Words
3.Platform

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Long-tail keywords help
people find you
Professional branding
keywords describe you
YOUR NICHE
YOUR NAME

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Long-tail keywords help people find you
ü Phrases that intended audience is likely to use in a search
ü Use deliberately, liberally, naturally
ü Include title, body, meta-data, URL slug, snippet, image
alt-text, etc

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Long-tail keywords help people find you

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Professional branding keywords describe you
ü Concise articulation of your value proposition
ü Modernization of classic concept
ü Branding keyword structure:
who you are
professionally
who you
help
what problem you
solve

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Digital strategy: define, design, and implement
1.Goals
2.Words
3.Platform

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üAudience presence
üPublic/searchable?
üLinks
üVideo
üImages
üHashtags
üGroups
üEvents/Discussions
Select platform(s) that match strategy

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Platforms vary in rank, features, effort to use
Your Institution(s)
LinkedIn
Doximity
Personal Website
Facebook Page
Twitter
YouTube
Instagram
G+ TBD, stay tuned!
Easy basics
More effort

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SUMMARY
Digital strategy: define, design, and implement
1.Goals
2.Words
3.Platform

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Part 3

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Risk Mitigation: Liability
üPatient privacy laws and
ethics
üCOI/Disclosure
üEducation vs advice
üDuty to care relationship
üMalpractice
üTimestamp/distraction

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Risk Mitigation: Professionalism
üNothing is private
üEverything is permanent
üOrganization/institution policy
üCheck © for photos, articles
üPerceived etiquette around
speaker slides, etc is evolving

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Best practices
üRespect your professional brand
üGive credit; make it easy for
others
üEngage in advocacy mindfully
üFalse engagement backfires
X Bots
X Paid followers
X Artificial coordination

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