This document discusses social media and cancer communities. It defines social media as web-based tools for interaction that allow sharing of content. It outlines risks like loss of boundaries but also benefits like improved communication and networking. It defines online communities as groups sharing common interests. Popular patient-focused sites include the American Cancer Society while Twitter and LinkedIn are used by professionals. Hashtags help coordinate discussions on specific topics. The document provides advice on getting started in social media and how it can enhance medical practice through better understanding patients and enabling collaboration.
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Social media and cancer communities
1. SOCIAL MEDIA AND
CANCER COMMUNITIES
Matthew Katz, MD
Considerations in Clinical PracticeJune 2, 2014
2. Conflict of Interest
External advisor, Mayo Clinic Center for Social Media
Communications Committee, Massachusetts Medical
Society
No financial links, leadership position with any
healthcare or social media company
3. Overview
Social Media
Definition
Risks and Benefits in Medicine
Cancer Communities
Definition and Types
Focus on Twitter, LinkedIn
How it enhances your practice
Communication
Collaboration
Summary
4. Definition of Social Media
“Social media are web-based tools for
interaction that, in addition to conversation,
allow users to share content such as photos,
videos, and links to resources”
-- Meredith Gould, The Social Media Gospel
5. Risks of Social Media
Patient
Loss of boundaries
Misinterpreted/bad communication
Professional
Reputation
Malpractice
Personal
Split personality (personal/professional)
Burnout
6. Benefits of Social Media
Patients
Coordinate Care
Improved communication
Career
Networking
Education
Career Opportunity
Reputation Management
Research
Collaboration
Funding
7. Definition of Community
A feeling of fellowship with others, as a
result of sharing common attitudes, interests
and goals.
Source: Oxforddictionaries.com
http://bit.ly/1ew9g9F
8. Brave New World
Geography doesn’t matter as
much as internet access
Communities are defined by
interest, not location
New dynamics for
previously isolated people
9. POST Methodology
People: Know your audience.
Objectives: Define goals/endpoints.
Strategy: Plan how you want to interact
with others online.
Technologies: Pick a platform that works for
your strategy.
Source: Forrester Research
http://bit.ly/1nm0KtN
14. Twitter
Microblogging platform
140 character limit
Founded 2006
2007: 4000 tweets daily
2014
255 M active users, 1 billion registered
11% of Americans tweet at least once a month
80% of world leaders have an account
Source: Expanded Ramblings, http://bit.ly/1wTe2E4
15. Rapid growth of professionals on Twitter
• Now ~75,000 healthcare professionals online
• 152,000 tweets/day
Creation Pinpoint, http://bit.ly/1hU6Kqd
http://bit.ly/QOJqCy
17. Cancer on Twitter
Organization Twitter Handle Followers
World Health Organization @WHO 1.2 M
Mayo Clinic @MayoClinic 754 K
American Cancer Society @AmericanCancer 457 K
Health Human Services @HHSGov 369 K
Science Magazine @ScienceMagazine 249 K
NEJM @NEJM 177 K
Lancet @TheLancet 111 K
National Cancer Institute @theNCI 51 K
Institute of Medicine @theIOM 31 K
MD Anderson @MDAndersonNews 26 K
ASCO @ASCO 24 K
AACR @AACR 18 K
RSNA @RSNA 14 K
American College of Surgeons @AmCollSurgeons 14 K
Twitter data, March 29, 2014
18. How to start on Twitter*
* Applies to most platforms
19. Hashtags on Twitter
Used to identify specific
data
Twitter started using for
trending topics in 2010
“Narrowcasting” on a
channel – but interactive
Can coordinate live chats
on a specific topic
Source: weknowmemes.com http://bit.ly/1lwUQ7S
20. #bcsm – Breast Cancer & Social Media
Started July 4, 2011
Organized by two breast cancer advocates
and joined by breast surgeon to moderate
weekly chats
Focus on advocacy, survivorship, support,
metastatic breast cancer, new research
26. Mainstream
Professional
Default = positive spin
Lots of industry exposure
Helpful for
Showing expertise
Networking and job search
Not as focused as doctor-oriented social
networks
30. How It May Enhance Practice
Better understanding of our patients
Concerns
Hot topics that come up in clinic
May enhance communications skills
Collaboration
EMR or 3rd
party HITECH/HIPAA compliant
communications tools
May help with clinical and basic science research
Reputation/Brand Management
32. Where to start
RSS feed
Find a way to bring interesting content to you
Sign up for DISQUS commenting system
LinkedIn.com
Twitter.com
Learn the ropes and listen first
Content curation, creation can follow later
33. Summary
Social media are pervasive, powerful
communications tools
Social media fluency is a skill or tool in medicine
Require some time to learn, but little technical
skill needed
You can find communities online that enrich your
life and your practice of medicine
34. Thank you
ASCO
Don Dizon et al.
All my teachers,
online and in
person
Notes de l'éditeur
Change.org petition asking CMS to cover LDCT screening
- acquired ~8300 signatures in 3 weeks with no robots
Hashtags let you “narrowcast” and create communities based upon interest
- Why shouldn’t every disease have ability to create community?