Slides from the social media session at the 2012 Alliance for Continuing Education in the Health Professions Medical Specialty Societies Member Section Meeting. August 8 & 10, Rosemont, IL and Alexandria, VA. Developed by Anne Grupe, Scott Bradbury, and Dino Damalas, with credit to Brian McGowan.

1. Leveraging Social Networks
to Add Member Value
Medical Specialty Society
2012 Summer Meetings

2. Your Speakers
In Chicago…
 Scott Bradbury, AAP - @elearningCME
In Alexandria…
 Anne Grupe, ASCO - @CMEGrupe
 Dino Damalas, ACC - @ddamalas
(And you can also find us on LinkedIn and Google+)
No, nothing to disclose…except maybe a penchant
for geekiness

3. Introduction & Definitions:
Social Networking Tools

4. Defining ‘Social Media’
Internet-based applications which
allow for the creation and exchange
of user-generated content and
includes services such as social
networking, professional online
communities, wikis, blogs, and
microblogging.

6. The landscape

7. Blogs

8. The Big 3
• For ‘professionals’
• 900 million active users • 175 million users
• Launched in 2004 • Launched in 2002
• They made a movie about it • Active CME group (6300 members)
• Uses a ‘gated-access approach’
• Twitter
• 500 million users
• Launched in 2006
• Technically, it is a micro-blogging
service
• Users can send and read
text-based messages of up to
140 characters known as Tweets

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PeerView 2010 MCM 2010; unpublished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

13. !!%*&^## Data of Docs Using SoMe
Sept.
2011

14. Where’s The Value?
http://www.intuit.com/websites/small-business-social-media-infographic/

15. Specific Use Case: #MSS12

16. How Social Media is Changing the
Learning Landscape

17. Traditional Learning

18. What has changed?
Search Social
Internet
Tools Networks
• Large volume of clinical content
• Access to content is faster / easier Finding more
• Learning is not just CME important than
• Instantaneous network of like-minded professionals knowing?
• Content is curated by people you trust / respect
“Clinical knowledge is estimated to double every 18 months. Given the massive
volume of medical research, it is impossible for any physician to keep up with all
new developments. A new study on a specific condition or its treatment might
have been published just the day before the physician sees a patient.”
“I don't need to know everything, I just need to know where to
find it, when I need it”

19. Potential Pitfalls
Source: xkcd - http://xkcd.com/903/

20. The path to learning is no longer a straight line..
Watch
Tutorial
Email Wikipedia
Take
Activity
Read
Blog
Search
Product
Read Review
Article
Discussion
Instant Board
Message
Like Us On
Facebook
Read
Twitter Download
Post eBook
App
Web
Site

21. Value in Participating in Social Networks
• source of information to find out about
WHY?
industry events and trends
• source of interesting facts, news, and
opinions about issues shared by
professionals for you
• connecting with like-minded professionals
worldwide
for your members
• ask and answer questions
• learn from experts and your peers
• share resources personal learning network!
BUILD your own

22. Adaptive To The Learner
Visual
• Charts / Graphs
• Presentations
• Web Conference
Auditory
• Podcasts
• Web Conference
• Skype
Kinesthetic
• Interactive / Rich Media
• Social Network Expansion
• Discover local and regional events
Bottom Line: Multiple ways to engage and learn – find
what works best for you!

23. Strategies for Learner Adoption,
Engagement & Retention

24. Barrier: Lack of Expertise
 Learn by Lurking
 Set up profiles
 Find people/organizations to
follow
 Learn Professionally
 Technology Track at 2013
ACEHP Annual Conference
 Almanac Monthly
Technology Tips
 Learn by Doing
 Post a burning question
 Share an article/tip/idea

25. Barrier: Lack of Time
 Block time on your calendar!
 Set email notifications
 Hold meetings/discussions using social media
tools
(more likely to show up if people are
expecting you…)
 Commit to reporting out to your colleagues
 Set a social media goal – learn something every
week!

26. Barrier: Undefined Value/Lack of
Ideas
 Have you considered opportunities for social
media in
 CME
 Needs Assessment, Evaluation, Linking Activities
 Marketing/Communication
 Activities, New Initiatives, Surveys, Abstracts/Journals
 Member Retention/Networking
 Networking within/across member types, Research
collaborations, International networking?
 What are other organizations doing?
(and look beyond healthcare!)

27. Barrier: Lack of Momentum
 Social Media Manager? Think like a music DJ
 Keep the content fresh!
 Keep the big picture in mind (guest list, structure)
 Pulse the information – execute your playlist
 Tie social media back to your website, other
sources
 In the long-term, you can definitely recycle 

28. Barrier: Lack of Leader
Support
 Identify your
champions
 Which volunteers
are already using
social media?
 Be shameless about
using peer pressure
 Set up practical
experiences to
demonstrate
success
 Build on your
success

29. Slow & Steady Wins the Race!
 Don’t expect instant success
 Keep social media an option on the table
 Keep learning from others
 Plan – Do – Study – Act

30. Content & Privacy Issues

31. Losing Control
Fear losing control?
 News Flash! You’ve already lost it!
Conversations and discussions do not
require your participation or approval to
occur -
 They are going to happen without you, especially if you are
resistant
 Why not be a part of the conversation and help shape the
POP QUIZ
discussion?
What should you do if someone posts something
that is potentially damaging?
A. Run to a corner and cry
B. Prepare for the CME police to come get you
C. Blame everything on a co-worker
D. Relax and get engaged

32. Damage Control
A mistake
with a clever response
becomes a social media PR success

33. The Positive: Broadening Visibility,
Keeping Educational Interest
(and staff aren’t even involved!)

34. Social Media Policies – Yes!

35. ACEHP Social Media Policy

36. Social Media Training – Yes!
 Set ground rules for your staff and volunteers
 The importance of confidentiality and privacy
 Consistent messaging on key Society issues
 Consider scripts for highly visible topics
 Are there no-fly zones?
 Separation of personal & professional
profiles
 Anticipate guidance needed, prompt for
questions that won’t otherwise get asked

37. Next Steps!

38. Post-Meeting Twitter Chat
Please join us!
 Monday, August 20
 1:00 – 2:00 PM Eastern
Topics for Discussion
 Are you trying anything new?
 Having any internal conversations about social
media?
 Made any professional connections using social
media?
 Have your ideas about social media changed since
August 1?

39. Thank you 
Have more questions?
Scott - sbradbury@aap.org
Anne - anne.grupe@asco.org
Dino - ddamalas@acc.org