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How Anesthesiologists Can Use Social Media

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Brianne Aiken

As the Department of Anesthesiology's digital communications manager, I spend a lot of time integrating social media into our promotion and outreach strategy.

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HOW TO USE #SOCIALMEDIA #LIKEABOSS Parks and Recreation, NBC
SOCIAL MEDIA LANDSCAPE • Kitchen-sink networks: Twitter, Facebook • Image-based networks: Pinterest, Instagram, Tumblr • Video networks: YouTube, Vimeo • Career networks: LinkedIn, Glassdoor • Location-based networks: Foursquare, Yelp, Google+ • Niche networks: Reddit • Medical provider networks: Doximity, Research Gate TheConversationPrism.com
4 REASONS TO OPT-IN TO SOCIAL MEDIA
#1: Grow your professional network
#2: Control your digital footprint
#3: Stay informed
#4: Use your expertise to improve medical information
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
As of September 2015, who has the largest Twitter following in the world? TRIVIA BREAK Katy Perry President Obama Justin Bieber
SINGLE SIGN IN • Facebook • Twitter • Google (one account to rule them all) – YouTube – Google+ – Google music – Maps
SOCIAL MEDIA VOCAB
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*
@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
# = connects themes, topics, and subjects • Search by # on Twitter • Research popularity using www.hashtagify.me
Followers/friends/connections = your personalized network – @HSpecialSurgery: for HSS patients and fans – @AnesthesiaHSS: dept’s Twitter feed – @ASALifeLine: Anesthesiology – @WHO: World Health Organization
Retweets (RT) = reposted tweets
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
IMPROVING THIS TWEET Is this the best #hashtag? Multiple Penns: UPenn, Penn State? Customized URL shortener Appropriate photo choice?
Which social network has the most registered users? TRIVIA BREAK Twitter Facebook Instagram
LINKEDIN Check your already established professional summaries (physician profiles) to fill in details Use this tool to improve your profile over time Follow these suggestions when applicable
TRIVIA BREAK What does #tbt mean? • Totally bonkers tweet • Terribly bored thanks • Throw back Thursday
INSTAGRAM • Patient use: selfies in the pre-op/PACU, testimonials, criticisms • Follow the hospital at @hspecialsurgery • Popular content ideas: #throwbackthursday [#tbt]
FACEBOOK
GOOGLE+ • Accessible from your Google account • Houses reviews, ratings, and commentary • Directly impacts search engine optimization (SEO)
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
RESEARCHGATE ResearchGate is a social networking site for scientists and researchers to share papers, ask and answer questions, and find collaborators
MEASURE YOUR IMPACT
HOW EXPERTISE AND SOCIAL MEDIA CAN GET YOU FROM REDDIT TO COLBERT
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
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
SCARED?
ADDITIONAL RESOURCES

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How Anesthesiologists Can Use Social Media

  • 1. HOW TO USE #SOCIALMEDIA #LIKEABOSS Parks and Recreation, NBC
  • 2. SOCIAL MEDIA LANDSCAPE • Kitchen-sink networks: Twitter, Facebook • Image-based networks: Pinterest, Instagram, Tumblr • Video networks: YouTube, Vimeo • Career networks: LinkedIn, Glassdoor • Location-based networks: Foursquare, Yelp, Google+ • Niche networks: Reddit • Medical provider networks: Doximity, Research Gate TheConversationPrism.com
  • 3. 4 REASONS TO OPT-IN TO SOCIAL MEDIA
  • 4. #1: Grow your professional network
  • 5. #2: Control your digital footprint
  • 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
  • 16. Retweets (RT) = reposted tweets
  • 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
  • 20. LINKEDIN Check your already established professional summaries (physician profiles) to fill in details Use this tool to improve your profile over time Follow these suggestions when applicable
  • 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
  • 28. HOW EXPERTISE AND SOCIAL MEDIA CAN GET YOU FROM REDDIT TO COLBERT
  • 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