Who is afraid of Social Media? A survival guide for medical researchers and scientists

1. Who is afraid of Social Media?A survival guide for medical researchers and scientists Mugur V. Geana, MD, PhD Associate Professor of Strategic Communication Director, Center for Excellence in Health Communication to Underserved Populations William Allen White School of Journalism and Mass Communications University of Kansas

2. Social Media Researcher Physician Administrator Dragon attack by Andree Wallin

3. What is social media • Social media platforms • Social media for medical/public health researchers • Social media for practitioners • “Measuring” social media • A “quick and dirty” survival kit

4. Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. • Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create , discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities and individuals. From Wikipedia, the free encyclopedia

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7. It is a MESS MediatedEndtoSocialSimplicity

8. Jackie and Chris explaining social media

10. Founded in February 2004 • December 2012: • Monthly active users were 1.06 billion (up 25%) • Daily active users (DAU): 618 billion (up 28%) • Mobile active users (MAU): 680 million (up 57%) • MAU > web DAU forth quarter 2012 • PHYSICIANS • Connect • Educate/Answer • Promote • Brand • USERS • Connect • Share • Follow • Get answers • Learn • RESEARCHERS • Learn • Identify • Explore and test • Brand

11. Timian, A., Rupcic, S., Kachnowski, S., & Luisi, P. (2013). Do Patients “Like” Good Care? Measuring Hospital Quality via Facebook. American Journal of Medical Quality. • Zamora, R. (2013, October). Social Media Marketing for Dental and Medical Professionals. In AAOMS 95th Annual Meeting. Aaoms. • DeCamp, M. (2013). Physicians, social media, and conflict of interest. J Gen Intern Med. • Courtney, K. L. (2013). The Use of Social Media in Healthcare: Organizational, Clinical, and Patient Perspectives.Enabling Health and Healthcare Through ICT: Available, Tailored and Closer, 244.

12. "With Facebook, where we get in trouble at times as professionals is when we start friending patients in ways that are perhaps inappropriate, or when patients start friending us," David Fleming, MD, chair of ACP's Ethics, Professionalism, and Human Rights Committee. • Physicians should avoid making or accepting "friend" requests through social networking websites with past or current patients. • Instead, doctors should separate their professional and social lives online and direct patients to correct avenues of information if they contact doctors through social networks, according to the policy statement issued jointly on Thursday, April 11, 2013 by the American College of Physicians (ACP) and the Federation of State Medical Boards (FSMB).

13. http://scienceroll.com/2012/08/15/how-do-patients-choose-doctors-online-cartoon/http://scienceroll.com/2012/08/15/how-do-patients-choose-doctors-online-cartoon/

14. 140 characters • Founded in March 2006 • December 2012: • Over 500 million users • Over 350 million tweets/day • Over 1.5 billion search queries/day • USERS • Build communities • Have conversations • Get updates • Ask questions • Self image • PHYSICIANS • Engage • Educate/Answer • Promote • Brand visibility • RESEARCHERS • Learn • Identify • Explore and test • Brand

15. Lampos, V., De Bie, T., & Cristianini, N. (2010). Flu detector-tracking epidemics on Twitter. In Machine Learning and Knowledge Discovery in Databases (pp. 599-602). Springer Berlin Heidelberg. • Achrekar, H., Gandhe, A., Lazarus, R., Yu, S. H., & Liu, B. (2011, April). Predicting flu trends using twitter data. In Computer Communications Workshops (INFOCOM WKSHPS), 2011 IEEE Conference on (pp. 702-707). IEEE. • Scanfeld, D., Scanfeld, V., & Larson, E. L. (2010). Dissemination of health information through social networks: Twitter and antibiotics. American journal of infection control, 38(3), 182-188. • Paul, M. J., & Dredze, M. (2012). A model for mining public health topics from Twitter.HEALTH, 11, 16-6.

16. Topsy: index, analyze and rank content and trands Trendsmap: Map trending topics Twitter Search: people top follow

18. Founded in February 2005; Owned by Google • December 2012: • Over 1 billion unique visitors/month • 72 hours of video uploaded every minute • 25% global views from mobile devices • PHYSICIANS • Educate • Answer • Promote • Brand • USERS • Share video • Follow • Get answers • Learn • RESEARCHERS • Audience research • Promotion/campaigns • Message testing • Brand

19. Things to know about colonoscopy – Nebraska Medical Center • Cancer and Palliative Care: A Patient’s Perspective

20. Farnan, J. M., Paro, J. A., Higa, J., Edelson, J., & Arora, V. M. (2008). The YouTube generation: implications for medical professionalism. Perspectives in biology and medicine, 51(4), 517-524. • Hayanga, A. J., & Kaiser, H. E. (2008). Medical information on YouTube.JAMA: the journal of the American Medical Association, 299(12), 1424-1425. • Adlassnig, K. P. (2009). An analysis of personal medical information disclosed in YouTube videos created by patients with multiple sclerosis. Medical Informatics in A United and Healthy Europe: Proceedings of Mie 2009, 150, 292. • Pandey, A., Patni, N., Singh, M., Sood, A., & Singh, G. (2010). YouTube as a source of information on the H1N1 influenza pandemic. American journal of preventive medicine, 38(3), e1-e3.

21. YouTube Suggest: keyword suggestion tool YouTube Keyword Tool: keyword research tool YouTube Insights for Audience: audience research tool

22. http://www.glasbergen.com/digital-lifestyle-cartoons/?nggpage=10http://www.glasbergen.com/digital-lifestyle-cartoons/?nggpage=10

23. Launched in May 2003 • December 2012: • Over 200 million members worldwide • 64% of members located outside USA • Recent graduates – fastest growing group • PHYSICIANS • Join/Follow professional groups • Self promote • Network • Job search • USERS • Networking • Job search • Get answers • Self promote • Recruitment • RESEARCHERS • Professional audience research • Search collaborators/projects • Self branding • Research ideas

27. Launched in June 2011 • December 2012: • Second largest social networking site in the world • Over 500 million registered users • Uses “multiple layers” to create and maintain social networks • PHYSICIANS • Connect • Educate/Answer • Promote • Brand • USERS • Connect • Share • Follow • Get answers • Learn • RESEARCHERS • Learn • Collaborate • Identify • Explore and test • Brand

28. Kairam, S., Brzozowski, M., Huffaker, D., & Chi, E. (2012, May). Talking in circles: Selective sharing in google+. In Proceedings of the 2012 ACM annual conference on Human Factors in Computing Systems (pp. 1065-1074). ACM. • Watson, J., Besmer, A., & Lipford, H. R. (2012, July). + Your circles: sharing behavior on Google+. In Proceedings of the Eighth Symposium on Usable Privacy and Security (p. 12). ACM. • Landeweerd, M. (2013). E-commerce user adopion of Google-the success of google search, the failure of google health and the future of google+. • Ribisl, K. M., & Jo, C. (2012). Tobacco control is losing ground in the Web 2.0 era: invited commentary. Tobacco Control, 21(2), 145-146.

29. Google+ statistics

30. A report from ForeSee shows Google+ at the top of customer satisfaction rankings and Facebook at the bottom. (Credit: Screenshot by Donna Tam/CNET)

33. The “quick and dirty” survival kit If you are a medical practitioner: DON’T DO IT! • If you want to use social media for health promotion or disease prevention • You need a communication plan: • Audience identification • SWOT Analysis • Strategic plan • Message development • Media plan • Tactics • Timeline • Assessment procedures

34. If you are a researcher: • Confirm that your study population uses social media… and which one • Decide what you want to use social media for: • Recruitment • Intervention • Evaluation • any combination of the above • Immerse yourself in that social media BEFORE running the study • Presence • Networking • Credibility (following/followers)

35. If you are a researcher: • Decide on the data to be collected, and the collection process: • From whom • What data • How • Dealing with clutter • Decide which application/service is best for providing you with data: • Ask for trial period • Conduct a test run • Decide on data analysis procedures • Content analysis • Network analysis • Employ descriptive an inferential statistics

36. Social media is a dynamic environment • Parameters may change during the study – be prepared, be proactive • Continuous monitoring is paramount • If content analysis make sure intercoder agreement is over 80% • Triangulation studies which provide further data validation are stronger

37. GOOD LUCK!

38. Using social media for research • Ad spending during the Super Bowl XVI and brand “buzz” created by the commercial • Data mining tweets for keywords related to the aired commercials • Word map in Tweeteriffic • Coded keyword relevance within the Twitter stream • Importance / distribution over time

39. Using social media for research

40. Using social media for research

41. Using social media for research

42. Using social media for research

43. Using social media for research

44. Using social media for research

45. Thank you!

46. http://journalism.ku.edu/CEHCUP http://www.facebook.com/KuJournalismCEHCUP Dr. MugurGeana Email: geanam@ku.edu Phone: (785) 864-4343