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.
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
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.
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
9.
10.
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PeerView 2010 MCM 2010; unpublished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
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”
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!
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
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!)
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
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
Hinweis der Redaktion
ICEBREAKER:It’s always a little disconcerting to realize the only thing standing between you (as an audience) and the end of the day, is me.How many people have used one of the following: Facebook, Twitter, LinkedIn, YouTube?How many people have used those thing for personal uses?How many for professional uses?How many think your docs are using them?
ICEBREAKER:It’s always a little disconcerting to realize the only thing standing between you (as an audience) and the end of the day, is me.How many people have used one of the following: Facebook, Twitter, LinkedIn, YouTube?How many people have used those thing for personal uses?How many for professional uses?How many think your docs are using them?
All those things I mentioned are part of what we call social media Social media = tools (web sites and applications) that support social networking Lot’s of confusion over attempts to define. One recent survey of the literature identified 46 unique definitions of social media across 44 articles of Health 2.0/Medicine 2.0 publications We are going to focus today on the networking aspect of social media
Data is all scrambled on how physicians are using Social MediaWe are not always good at asking the right questionsOften mixing professional and personal use, not offering clear definitions
Study from the American College of Surgeons, 2010
From American Medical News article, September 2011 – scrambled eggs!!The data, collected by Dr. Bosslet between February and May 2010 and posted more than a year later on the Journal of General Internal Medicine site, found that 41.6% of doctors use social media sites.However, between April and May 2011, research and consulting firm Frost & Sullivan found that 84% of doctors use social media for personal purposes. Then in August, nearly 90% of physicians reported that they used at least one social media site personally, and 67% for professional use, according to a survey by the online physician learning collaborative QuantiaMD.
Why care – everyone is using it – so don’t you want to stay connected to your members in every way possible?Let’s talk about value…not from an educational/CME perspective (that will come later)Let’s talk from a small business perspective…as a member specialty society trying to reach out to its members
Did a Tweet Chat on Monday the 13th.131 total tweetsReached 9,072 followersOver 10 people tweetedCan see stats and archive at http://www.twazzup.com
Like it or not this is how physicians are learningHappening organically
For this section, I’m going to provide strategies that tackle common social media barriers head-on. And for each slide, I want to know how many in the room can relate to each barrier for either yourself or your physicians and which strategies you might be willing to try…