The document summarizes a panel presentation on social media and health. It discusses how social media can help connect healthcare professionals to patients and communities. It also explores how blogs can communicate specialized health information and how social media enables online communities of healthcare workers. The panel outlines how social media is used in health contexts like disseminating information during crises and supporting patient communities. It also covers practical considerations for social media use in healthcare.
Enhancing Consumer Trust Through Strategic Content Marketing
Social Media for Health
1. Social Media & Health
Panel Presentation for the Integrated
Health Research Training Partnership
(IHRTP)
Anatoliy Gruzd
Associate Professor,
Director of Social Media Lab
Dalhousie University
Philip Mai
Sarah
Visintini
Research & Communications
Manager, Social Media Lab
Dalhousie University
System Administrator,
Social Media Lab
Dalhousie University
2. Panel Outline
• About the Social Media Lab
• How social media can help you better connect to your
patients and to your community
• The role of weblogs in the communication of specialized
health-related information, to both lay and expert
communities
• Enabling communities of healthcare professionals through
social media
• Practical Considerations
2
3. Panel Outline
• About the Social Media Lab
• How social media can help you better connect to your
patients and to your community
• The role of weblogs in the communication of specialized
health-related information, to both lay and expert
communities
• Enabling communities of healthcare professionals through
social media
• Practical Considerations
3
6. Growth of Social Media and Social Networks Data
Social Media have become an integral part of our daily lives!
Facebook
Twitter
1B
users
500M
users
6
8. How to Make Sense of Social Media Data?
Social Network Analysis (SNA)
Nodes = Group Members/People
Edges /Ties (lines) = relations /
Connections
8
9. Advantages of
Social Network Analysis
• Reduce the large quantity of data
into a more concise representation
• Makes it much easier to understand
what is going on in a group
Once the network is discovered,
we can find out:
• How do people interact with each other,
• Who are the most/least active members
of a group,
• Who is influential in a group,
• Who is susceptible to being influenced,
etc…
9
14. Social Media for Health
• Communication of specialized
health-related information in
blogs
• Health-related online
communities
14
15. Panel Outline
• About the Social Media Lab
• How social media can help you better connect to your
patients and to your community
• The role of weblogs in the communication of specialized
health-related information, to both lay and expert
communities
• Enabling communities of healthcare professionals through
social media
• Practical Considerations
15
20. Hospitals can use social media to monitor emergencies
and provide real time announcements and information
during crisis situations.
Boston Marathon Bombing 2013
Health institutions and organizations can increase the timely
dissemination of high-quality health information and health
education campaigns.
#omgsti: Gonorrhea Awareness Social Media Campagin
Patients with various conditions can share information
and experiences, compare treatments, and provide
support to one another.
#BCSM: The Intersection of Breast Cancer and Social Media
20
(Photo Credit: “Boston Memorial” Eva Wood; #BCSM; Your Sexual Health)
25. Panel Outline
• About the Social Media Lab
• How social media can help you better connect to your
patients and to your community
• The role of weblogs in the communication of specialized
health-related information, to both lay and expert
communities
• Enabling communities of healthcare professionals through
social media
• Practical Considerations
25
26. Gruzd, A., Black, F.A., Le, Y., Amos, K. (2012). Investigating Biomedical Research Literature in the
Blogosphere: A Case Study of Diabetes and HbA1c. Journal of the Medical Library Association
100(1): 34-42. DOI: 10.3163/1536-5050.100.1.007
26
27. Gruzd, A., Black, F.A., Le, Y., Amos, K. (2012). Investigating Biomedical Research Literature in the
Blogosphere: A Case Study of Diabetes and HbA1c. Journal of the Medical Library Association
100(1): 34-42. DOI: 10.3163/1536-5050.100.1.007
27
28. Panel Outline
• About the Social Media Lab
• How social media can help you better connect to your
patients and to your community
• The role of weblogs in the communication of specialized
health-related information, to both lay and expert
communities
• Enabling communities of healthcare professionals
through social media
• Practical Considerations
28
29. Haythornthwaite,C. and Gruzd, A. (2013). Enabling Community through
Social Media. Journal of Medical Internet Research 15(10):e248.
doi: 10.2196/jmir.2796. PubMed PMID: 24176835.
Health Care Social Media Canada
(#hcsmca)
Twitter Community
30. Background
• #hcsmca is a vibrant community of people interested
in exploring social innovation in health care. We
share and learn, and together we are making health
care more open and connected
• #hcsmca hosts a tweet chat every Wednesday at 1
pm ET. The last Wednesday of the month is our
monthly evening chat at 9 pm ET.
Source: http://cyhealthcommunications.wordpress.com/hcsmca-2/
30
31. Research questions
1. What accounts for the relative longevity of this
particular online community?
–
–
Is it because of the founder’s leadership and her
continuing involvement in this community?
Or is there a core group of members who are also actively
and persistently involved in this community?
2. What is the composition of this community? Does
one’s professional role/title determine a person’s
centrality within this community.
31
32. Step 1: Data Collection
Data: Public Twitter messages that mentioned the #hcsmca hashtag/keyword
Collection Period: November 12 – December 13, 2012
Software: Netlytic http://netlytic.org
32
33. Topics Covered (1)
Nov 14, 2012
T1: Challenge of engaging SM to inform a research agenda
T2: Use of innovation, SM, and gamification to encourage
uptake of self-care
33
34. Topics Covered (2)
Nov 21, 2012
T1 Healthcare blogs should we or shouldn’t we, what have
we learned, what are the benefits?
T2 Are healthcare blogs a useful tool for education and
knowledge transfer?
34
35. Topics Covered (3)
Nov 28, 2012
T1: How has social media made you healthier? Unhealthier?
Has social media made our health choices more numerous
and this overwhelming?
T2: What messaging would motivate you to make a positive
health change? Who would you listen to?
35
36. Automated Discovery of Online
Social Networks
Example: Tweets
@John
Nodes = People
Ties = “Who retweeted/ replied/mentioned whom”
Tie strength = The number of retweets, replies or
mentions
@Peter
@Paul
36
37. #hcsmca Communication Network on
Twitter (Nov 12 - Dec 13)
Net viz in Netlytic: http://netlytic.org/gephi/sigma.php?c=0ZnbSm6D23u07bT0&viz=2 37
38. #hcsmca Communication Network on
Twitter (Nov 12 - Dec 13)
Roles
Count
SM health content
providers
110
Unaffiliated individual users
89
Communicators - not
specifically health related
74
Communicators - Health
related
59
Healthcare professionals
50
Health institutions
31
Advocacy
30
Students
16
Educators, professors
13
Researchers
10
Government and health
policy makers
4
*Roles are assigned manually
Node size = In-Degree Centrality
38
39. #hcsmca Communication Network on Twitter
Nodes are automatically grouped based on their roles
No apparent clustering among people in the same role (notice cross-group ties)
Procedure: Analysis of Variance Density Test using UCINET
39
40. Panel Outline
• About the Social Media Lab
• How social media can help you better connect to your
patients and to your community
• The role of weblogs in the communication of specialized
health-related information, to both lay and expert
communities
• Enabling communities of healthcare professionals through
social media
• Practical Considerations
40
46. Websites & Articles
•
•
•
•
•
•
•
HLWIKI: Health Care Managers & Social Media
Centers for Disease Control and Prevention: Social
Media Tools, Guidelines & Best Practices
SMiCH: Sharing Info on Social Media in Canadian
Healthcare
#hcsmca
Symplur’s The Scoop in Healthcare Social Media
20 Hospitals with Inspiring Social Media Strategies
(PR Daily)
Social Media: its Antics, its Power and its
Expanding Necessity in Health Care (Medcrunch)
Twitter Accounts
@hcsmca
@PatientsCanada
@colleen_young @Emily_Nicholas8
@HealthSocMed @TheRounds
Blogs
• Found in Cache: Social Media Resources for Health
Care Professionals from Ed Bennett
• KevinMD
46
49. This presentation is available on
Slideshare at
http://www.slideshare.net/primath/presentations
Anatoliy Gruzd
Gruzd@dal.ca
@Gruzd
Philip Mai
Philip.Mai@dal.ca
@PhMai
Sarah Visintini
Sarah.Visintini@dal.ca
@SVisin
49
50. #BCSM. (2014) Home. Retrieved from http://www.bcsmcommunity.org/
Bennett, E. (2011). Social media and hospitals: from trendy to essential. From Futurescan: Healthcare trends and implications 20112016. Chicago: Health Administration Press.
Bennett, E. (2009). Social media in crisis – Scott & White and the Fort Hood shootings. Found in Cache [weblog]. Retrieved from
http://ebennett.org/scott-white-fort-hood/#ixzz2rbqzX4Sb
Britt, D. (2011). Healthcare professionals and social networking. The Social Media Issue 2. Retrieved from
http://source.southuniversity.edu/healthcare-professionals-and-social-networking-33211.aspx
Cassa CA, Chunara R, Mandl K, Brownstein JS. (2013). Twitter as a sentinel in emergency situations: lessons from the Boston
Marathon explosions. PLOS Currents Disasters. 1. doi: 10.1371/currents.dis.ad70cd1c8bc585e9470046cde334ee4b. Retrieved from
http://currents.plos.org/disasters/article/twitter-as-a-sentinel-in-emergency-situations-lessons-from-the-boston-marathonexplosions/
Centers for Disease Control and Prevention. (2011). The Health communicator’s social media toolkit. Retrieved from
http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf
Centers for Disease Control and Prevention. (2012). CDC Social media tools, guidelines & best practices. Retrieved from
http://www.cdc.gov/socialmedia/Tools/guidelines/
Change Foundation. (2011). Using social media to improve healthcare quality: A guide to current practice and future promise: part 1:
introduction and key issues in the current landscape. Toronto, Ont: Change Foundation.
50
51. CNN. (2009). Officials: Fort Hood shooting suspect alive; 12 dead. CNN. Retrieved from
http://www.cnn.com/2009/US/11/05/texas.fort.hood.shootings/index.html
Deloitte Center for Health Solutions. (2010). Social networks in health care: communication, collaboration and insights. Retrieved from
http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/US_CHS_2010SocialNetworks_070710.pdf
Fox, Susannah. (2013). Pew Internet: Health. Retrieved from http://www.pewinternet.org/Commentary/2011/November/PewInternet-Health.aspx
Hernandez, D. (2013, February 5). How Facebook is transforming science and public health. Wired. Retrieved from
http://www.wired.com/business/2013/02/how-facebook-is-changing-science-and-health-care/
HLWIKI International. (2013). Evidence-based web 2.0. Retrieved from http://hlwiki.slais.ubc.ca/index.php/Evidence-based_web_2.0
Kinsey, M.J. (2014) What happens in the hospital doesn’t stay in the hospital. Slate. Retrieved from
http://www.slate.com/articles/technology/future_tense/2014/01/doctors_on_social_media_share_embarrassing_photos_details_of_
patients.2.html
Kowalczyk, L. (2013) Hospitals size up the lessons of Marathon attacks. Boston Globe. Retrieved from
http://www.bostonglobe.com/lifestyle/health-wellness/2013/07/27/boston-hospitals-confronted-challenges-identifying-patientsafter-marathon-bombing/7fFWuivM3tTKbIFAyn1BIJ/story.html
Larson, Eric. (2013). Should this doctor have slammed her patient on Facebook? Mashable. Retrieved from
http://mashable.com/2013/02/11/doctor-patient-facebook/
Mayo Clinic. (2010). Legal issues (Part 4): specific suggestions when drafting your policies. Retrieved from
http://socialmedia.mayoclinic.org/2010/08/09/legal-issues-part-4-specific-suggestions-when-drafting-your-policies/
Mayo Clinic. (n.d.). Mayo Clinic Center for Social Media. Retrieved from http://socialmedia.mayoclinic.org/
Murray, N. (2013). Social media used to fight ‘trending’ gonorrhoea. Irish Examiner. Retrieved from
http://www.irishexaminer.com/archives/2013/1210/ireland/social-media-used-to-fight-apostrendingapos-gonorrhoea-252171.html
51
52. SMiCH. (2013). Hospital Social Network List. Retrieved from http://www.smich.ca/
Smith, T. (2013) Boston hospitals share lessons from marathon bombing. NPR. Retrieved from
http://www.npr.org/blogs/health/2013/09/19/224049730/boston-hospitals-share-lessons-from-marathon-bombing
Statistics Canada. (2013) Table358-0153 - Canadian Internet use survey, Internet use, by age group, Internet activity, sex, level of
education and household income, occasional (percent), CANSIM (database). Retrieved from http://www5.statcan.gc.ca/cansim/pickchoisir?lang=eng&p2=33&id=3580153
Timimi, F.K. (2012). Medicine, morality and health care social media. BMC Medicine 10, 83. doi:10.1186/1741-7015-10-83
Vanderbilt University Medical Center. (2012). Social media toolkit. Retrieved from
http://www.mc.vanderbilt.edu/root/vumc.php?site=socialmediatoolkitz
Your Sexual Health. (2014). OMG: Gonorrhoea…it’s trending. Retrieved from http://www.yoursexualhealth.ie/
52
Editor's Notes
Add Dalhousie Logo (Right corner)**Philip & Anatoliy’s positionsAdd emails as well
As many of you are aware, in a very short period of time, Social Media has become an integral part of our daily lives. FB now has 1 Billion users. Twitter 500 Million. All of these users are generating an incredible amount of information. For example, Twitter now handles over 400 million tweets per day.All of this data is a rich resource for researchers
One way to do this is to represent the data in the form of a network. This method is call Social Network Analysis. In SNA : nodes represent group members, and lines– called edges (or ties) connect group members by means of various types of relations.There are
2011 Canada Federal Election & Social Media
Dr. Amy Dunbar, 33, of St. John's Mercy Medical Center in St. Louis, Mo., posted on the social networking site in late January about a patient who continually showed up late to her scheduled appointments. Dunbar wrote:"So I have a patient who has chosen to either no-show or be late (sometimes hours) for all of her prenatal visits, ultrasounds and NSTs. She is now 3 hours late for her induction. May I show up late to her delivery?"When asked in the comments why she didn't cancel the procedure or transfer the woman to another doctor, Dunbar stated that the patient had previously endured a stillbirth. The post was publicly visible and not restricted to Dunbar's 470 friends.http://mashable.com/2013/02/11/doctor-patient-facebook/
Social Media Monitoring & Improving Services Example:Disaster Preparedness Example: Boston Marathon Bombing“Social networking was also helpful on the day of the Boston Marathon bombing. Doctors near the finish line tweeted accounts of the attack to local emergency personnel six minutes before official announcements were made, giving staff critical time to prepare for the arrival of victims.”http://www.slate.com/articles/technology/future_tense/2014/01/doctors_on_social_media_share_embarrassing_photos_details_of_patients.2.htmlOne other lesson from the marathon bombing is the value of social media. Mass General got an early indication of trouble when an ER doctor saw a tweet from a friend at the finish line, just about a minute after the blast. That prompted the ER to hold off on surgeries that were about to begin, saving precious time and space for the victims that would flood in.http://www.npr.org/blogs/health/2013/09/19/224049730/boston-hospitals-share-lessons-from-marathon-bombingMonitoring Twitter to increase disaster reactivityhttp://currents.plos.org/disasters/article/twitter-as-a-sentinel-in-emergency-situations-lessons-from-the-boston-marathon-explosions/Fort Hood shooting in Texashttp://www.cnn.com/2009/US/11/05/texas.fort.hood.shootings/index.html“This was followed by a continuous string of updates that included information on Emergency Room access, Hospital operation status, re-tweets from the Red Cross, dialog with local reporters and other resources for visitors. In addition to Twitter, Scott and White used a Blog and YouTube to keep everyone informed.http://ebennett.org/scott-white-fort-hood/#ixzz2rbqzX4SbCommunity Support Example: #bcsm#bcsm: Breast Cancer Social Media http://www.bcsmcommunity.org/Online community that discusses treatment and survivorship of breast cancer, asking discussion questions like:“Q1A: What did you need to really KNOW about the medical system to navigate cancer? #bcsm”“Q1: What are the three things you wish someone had told you when you were diagnosed? Or one thing? Or five. As many as you have. #bcsm”They use the following disclaimer:Disclaimer:#BCSM is not a forum for medical advice. We strive to present evidence-based information about breast cancer. The experience of those participating on the chat are not endorsements. Questions directed to any physician or health care professional participating about your personal health is discouraged.Education Example:Gonorrhea social media campaignhttp://www.irishexaminer.com/archives/2013/1210/ireland/social-media-used-to-fight-apostrendingapos-gonorrhoea-252171.html
What accounts for the relative longevity of this particular online community? Is it because of the founder’s leadership and her continuing involvement in this community? Or is there a core group of members who are also actively and persistently involved in this community? Second, we are interested in learning more about the composition of this community in general, as well as more specifically whether one’s professional role/title determines a person’s centrality within this community. This will allow us to understand generally how professional roles affect online conversational dynamics, and more specifically whether this online community is a welcoming place for a wide range of professionals or instead primarily dominated by professionals from a particular group.
The method here is based on finding “Who retweeted/ replied/mentioned whom”The higher number of exchanged messages is usually interpreted as stronger ties between people.Since tweet is an instance of a social interaction between two or more people who know (or will know) each other, it is reasonable to assume that the number of messagesexchanged between two people is a good indicator of the existence and the strength of their social tie.
the total number of messages contributed to the discussions during the studied periodthe number of times a person is mentioned or replied to; this is known in SNA as in-degree centrality, and signifies the prestige given to that individual by others in the networkthe number of times a person mentions or replies to others; this is known in SNA as out-degree centrality, and signifies the influence that person has as they make their views known to others (Hanneman & Riddle, 2005, see chapter 10)
there is no apparent preferential attachment among people in the same professional group. In other words, the formation of connections among community members is not necessarily constrained by their professional status. This finding was supported by an Analysis of Variance density test using both the Structural Blockmodel technique (that examines “whether the different classes have significantly different interaction patterns”), and also with the Variable Homophily model (which “assumes that each group or class of actors has a different homophilic tendency”, Borgatti et al., 2002; where homophily is the tendency for connection based on social similarity). Based on this test (run with the 5,000 permutations), the professional roles only explain 0.2% of the total variance (p=0.005) when run with the Structural Blockmodel and only 0.1% (p=0.0002) with the Variable Homophily model. This result indicates connections are more prevalent across members with different professional backgrounds and occupations in this community, which in turn may suggest that this is a welcoming environment that stimulates knowledge exchange and learning across professional boundaries. **************************************Betweeness and Roles are not significantTOOLS>STATISTICS>ANOVA--------------------------------------------------------------------------------Dependent variable: "hcsmca_dec8_2012-cent" Col 3Independent variable: "hcsmca_dec8_2012_attr" Col 3# of permutations: 5000Random seed: 13262 ANALYSIS OF VARIANCE Source DF SSQ F-Statistic Significance ============== ============== ============== ============== ============== Treatment 10 0.00 1.7467 0.1002 Error 338 0.00 Total 348 0.00R-Square/Eta-Square: 0.049----------------------------------------Running time: 00:00:01Output generated: 06 Jan 13 09:41:00Copyright (c) 2002-11 Analytic Technologies
The Social Medial Lab was started in 2010 by Dr. AnatoliyGruzd at Dalhousie University.The lab is a multidisciplinary lab.Our members and collaborators includes of both computer scientist and social scientists.As a group, we study how social media is changing the way people communicate and disseminate information .We are also developing new web applicationsfor discovering and visualizinginformation and online social networks