Social Media, YouTube and electronic publishing The experience of the Sri Lanka Medical Association
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Social Media, YouTube and electronic publishing The experience of the Sri Lanka Medical Association
- 1. Social Media, YouTube and electronic publishing The experience of the Sri Lanka Medical Association Dr Rikaz Sheriff Medical Officer in Health Informatics, PDHS, Western Province Council Member, Sri Lanka Medical Association
- 3. Outline • The existing situation in 2012 • Setting up the online platform • Methodology • Results via analytics • Lessons learnt • Future plans
- 4. Existing situation in Late ‘11 • Website www.slma.lk • Official Email • No Social Media • No Mailing List • SLMA Newsletter was printed & distributed • CMJ was online via SLJOL
- 5. Starting small. Thinking BIG. • Planning in advance. • Build a team. • Minute everything. • Think of a comprehensive online cover.
- 6. “But is it in line with SLMA policy?” • SLMA Corporate Plan 2009-2012 – Objective 3: Promote professionalism, good medical practice and ethical conduct among doctors. – Objective 5: Provide opportunities for continuous professional development… – Objective 7: Educate the public on health related issues – Objective 8: Enhance closer professional and scientific links between medical and professionals allied to health care
- 7. “Would anyone use this?” 85 15 7 Total Population Internet Penetration Facebook Users
- 8. Setting it up • Email Mailing List • Website • Abstract Management System • Payment Gateway • Facebook • YouTube • Online SLMA Newsletter on ISSUU • Recent Innovation: Twitter SMS + DropBox
- 9. Email • Re-organized member list into an exportable Excel sheet. • Starting amount was 3000 SLMA members. • Current tally is 10,000+ Medical Doctors, Students & Allied Health Professionals. • Mailing software is used. • Works like a regular mailing list. • We post an event as it comes.
- 10. A typical email
- 11. Facebook + Twitter • The information was then posted to Facebook. • Posting policy was twice a day. • All forms of inquiry aside from advertising and ‘colorful’ comments were welcome. • Scheduled posting. • We currently have 10,000+ fans on Facebook. • Twitter SMS
- 12. Facebook Page
- 14. YouTube • A mixture of educational videos and mini documentaries. • Since producing, editing and uploading videos is time intensive we have posted infrequently. • Requires knowledge in video editing. • Also requires a camera and tripod! • YouTube links were posted via email.
- 15. Online Library at ISSUU • All Newsletters were hosted at this site. • Circulars and important booklets were also hosted here. • Links were posted via email.
- 17. General Analytics • The increase in memberships. • The increase in email subscribers. • The web view count per article. • Amount of visits to website.
- 18. ISSUU • Excellent analytics • As of September 2012 – All articles had been read 21103 times – Newsletters took up 86.14% of this – Each newsletter has been read on average 2280 times. – The frequency of reading was 162.8 reads per day – This pattern was sustained for 2 weeks per post – This could be further broken down page by page
- 19. Facebook Analytics • Once again gives excellent insights into both general demographics and particular posts • As of September 2012 – 92.7 % of fans were from Sri Lanka – City wise Colombo (51.7%) were more than Kandy (3.6%) users for example – Male:Female ratio was 2:1 – 87% of users were below 35 years of age. – When using fb advertising the page posts gets viewed 5000 times as opposed to 500 times with no ads. – Through the 10000 fans we can reach 1 million users.
- 20. Facebook’s various analytic tools
- 21. YouTube • Despite the lack of videos Google’s analytic engine can deliver very precise stats. • From our video views we learn: (As of Sep,’11) – That 74.9% of views were from Sri Lanka – Male: Female ratio was 3:1 – The average viewer was above 35 years of age – Access was 74.2% by desktop and 14.6 %from mobile (11.2% Other Devices)
- 22. +ve effects • 10,000 Email List. • 10,000 Followers on Facebook. • 5000 Views on YouTube. • Better than average attendance in workshops. • The best attendance at a scientific sessions. • The most life members in a year.
- 23. Lessons learnt • The correct hardware • In-House Training of SLMA Staff • Email & Social Media Policy • Regular surveys + Better use of analytics • Mailing list technologies (e.g. Mailchimp) • Professional IT Teams • Condense Emails to a weekly/bi-weekly Notification services
- 24. Future Plans • Online CPD • More YouTube videos • Streaming Lectures
Notes de l'éditeur
- Good morning everyone. I would like to start by thanking both the President of the College of Medical Administrators and the Health Informatics Society for giving me the opportunity speak a few words about a subject I am passionate about. This presentation will hopefully shed some light into how any professional medical association could go about setting up an all round information service for the benefit of your membership as well give a glimpse to the public of the workings of a medical association.
- As we felt that this type of overall online approach maybe a first in the history of professional medical associations in Sri Lanka the style of this presentation will be more in the lines of a how to with some elements of data. We will try our best to get this presentation out to any association who would like to have a copy. We would also like to advise that while these techniques may have worked for us these methods are not in any way fool proof and each association may need to fine tune it to suit their needs.
- The outline for this presentation is as follows. First, what was the situation in terms of online presence in the SLMA. Secondly, lets go through a few brief steps as to how we setup these online platforms. What was our justification for turning to these online platforms? Was it even needed? Did it fit into our associations objectives? In certain instances you will see its quite easy and in some instances it may not be so. Thirdly, We had our own idea of how we went about procuring, posting and moderating health information and we would like to share this with you. Next we would like to introduce all you budding medical researchers into the world of online analytics and how we used them to keep track and even determine our online initiatives. As in all endeavors whatever their nature their will be bitter truths and we would like to share some of them with you! Not all of course! Finally I would like to round things off by mentioning how we plan to scale up these online initiatives we took 1.5 years ago.
- When we initiated planning in late ‘11 the SLMA had already stepped into the digital arena. They already had a website and official email. The Ceylon Medical Journal was already online. There were no initiatives in the form of mailing lists, social networks on online newsletters.
- Planning in advance. Under 2012 SLMA President Prof. Vajira Dissanayake & Secretary Dr Lasantha Malawige we started planning for the online work nearly three months before the start of the year. This was ideal as it gave us enough time to brainstorm and think ideas through. Build a team. We also realized that any IT work would need a team based approach and from the outset we decided to include a professional web design company for the IT work. We also kept the in-house staff informed of the coming activities of the year so they felt a part of the team and were ready for the work ahead. This can be considered as a step in change management. Minute everything. Every single meeting & idea was not taken for granted and for this purpose nearly all conversations were documented by an obsessive compulsive BMI officer! Documenting everything in an IT project is essential as the direction of even simple projects tend to change. Think of a comprehensive online cover. What stood out for me is that we were not thinking small. Our theme ‘Global forum of Sri Lankan Doctors’ and we were determined to use an many platforms as possible. I think any association thinking about starting up online would need to think in similar lines.
- But the question can be asked (and it is fair to do so)… Why did the SLMA go to all this trouble? Was it even in line with their association’s objectives. The answer can be found in the SLMA Corporate Plan 2009 – 2012 (Which is currently under review). I would like to quote 3 general objectives which seem to give some justification to these efforts: Objectives 3 & 5 states to Promote professionalism, good medical practice and provide opportunities for continuous learning among doctors and indeed these online initiatives do this to an extent. Looking at the word continuous learning we can further appreciate online continuous learning by the fact that it is, to borrow a phrase from eLearning, a Re-usable Learning Object or RLO which is essentially a piece of digital content which can be played by the same user or different users in convenient times. Objectives 7 & 8 indicate the SLMA’s need to educate and tie in with the public and allied professionals respectively. Public online platforms such as Facebook or Youtube provide learning to medico and non medico alike. It was in this same spirit that when looking at the SLMA’s mailing list strategy (which we will discuss later) that it was decided to include not only medical professionals but allied professionals as well who could also keep up with the latest medical news and events going on in Sri Lanka even though they may not necessarily attend them. So to answer the topic of this slide “But is it in line with SLMA policy?” would be an emphatic ‘yes’.
- Another important question is does Sri Lanka have an adequate online community, let alone an online medical community to justify these intiatives. Let us consider that Sri Lanka’s Internet Penetration is 15% (2010). That is over 2.5 million people. Of this 1.4 million or 46% are on Facebook (2012). Mobile phone penetration is 80% (2011). Of this smartphone penetration is 15% (2011). Add to this that mobile internet alone is set to take over regular internet and we had the all motivation we needed. The figures are from http://www.internetworldstats.com and from conversations with mobile service providers.
- Setting up of the online work involved the following: 1. Building a sustainable Email list to keep everyone updated. 2. To drive traffic to a website. 3. To setup online methods to submit abstracts and register for conferences. 4. Created a common access account in Gmail so all online platforms could be linked to one common email which is accessible by all as opposed to personal email. 5. Setup the online social media accounts such as YouTube channel, Facebook page, Twitter account. The technical details of how to do so is available widely on the internet. For this presentation I shall concentrate on Email and Social Media
- A key innovation was starting a mailing. With the help of the SLMA staff we were able to organize the current SLMA member list which was around 3000 to around 10000 currently. As explained before this list was open to Medical and Allied Professionals as well. The email has all the typical features of subscription & unsubscription and users can opt-in and out as they please. The information for these emails is only drawn from official sources like colleges, universities and is typeset (if not a picture) in-house by the SLMA staff for publications. In the early stages it was not easy to convince other associations that we had a list and we have even resorted to snapping posters with a camera and typing it out for emailing! Currently we are flooded with inquiries from the allied sciences to put their posters in the list as well! Most associations who use our list report a better than average attendance for their events. We currently follow a method of posting an event with full details as it reaches us. We shall discuss this later.
- Explain the picture
- We had a policy of only posting on Facebook what was already emailed as this was a sort of check mechanism not to put unregulated content social media which less forgiving than a mailing list. Why did we have a policy of extending our posting to twice a day. Well in Facebook over 90% of fans who like your page never visit your actual page and only see your page in their news feed so posting regularly is vitally important. We setup the page to post automatically to twitter. Due the limited text characters (140) in Twitter our important text like topic time and venue of events was placed in the 1st 125 characters or so. On social platforms through experience we learnt that you must have a policy not to allow people to post advertising content and colorful comments simply because it takes the focus away from the page itself. We encourage you to learn how to ‘Schedule posts in Facebook’. Scheduling allows you to plan your posts and post them once or twice a week for the whole week. Recently we have tried to take advantage of the SMS service provided by Twitter which allows us to send medical news and events via SMS. This has its advantages and disadvantages. Its an advantage as its instant. On the flipside Twitter can also SMS their content once in a while which can be confusing for subscribers.
- Explaing the picture
- This formula from Facebook shows how Facebook ranks its top posts. So in order for a post to be good it should be relevant, current & interactive (as in a good picture with a good call out). So this is another justification for posting twice a day at times.
- The YouTube platform is a project we still consider as in its infancy simple for the reason that proper video editing takes time. It should also be noted in order to do video you need a video camera and tripod. As of now we have over 5000 views and 18 subscribers. YouTube links were posted via email.
- ISSUU at www.issuu.com is an online library with a very good interface to read an eArticle. It has interactive text which can be clicked and has excellent analytical capability as we will explain later. All SLMA Newsletters were hosted here and the link sent via email.
- But what did all these posting efforts mean? Did people read our posts? What sort of information can I get from an online platform? The answer is in vast array of online analytics tools available! We shall concentrate on a few.
- First the basics. You can track increase in memberships and email subscribers by a simple excel sheet. If you website has been done by a professional they can give you exact counts of each post read and for a general view of your site’s traffic there are many online tools available. In general all our website posts had a read count of 100 views per post.
- The online library ISSUU gave us an excellent insight into the type of reading quality that was going on. For example we were able to get a report that indicated how much a newsletter had been read and how long it lasted. We could even track which article’s pages were read more giving us an indications to what sort of content works and what does not.
- Facebook’s analytics is no different allowing us to precisely track what sort of demographics our population is. As you can see even here we can track age location and performance of each and every posts. The stats here seem to indicate a younger male dominated audience.
- Explain the figures
- YouTube is backed by Google’s powerful analytics engine able to give similar results to other analytic tools discussed. Here we see that there not enough female viewers so we invite our lady doctors to visit our channel more! The average age indicated preparing content for a more mature medical audience. The fact that 14.6% view this on their mobile means we need to be careful of our font sizes in presentations!
- So what have been the +ve effects of all these efforts? We have managed to create a sustainable way of sending notifications via an email list. We have created a strong social presence We have seen good attendance at workshops and a record breaking scientific sessions attendance We have also seen the most life members in one year. At this point I would like to acknowledge the work of Dr Clive James who used direct methods such as letters and these memberships were improved due to the installments scheme initiated by him.
- So what have we learnt from this experience? Having the right hardware like a proper computer, audio-video equipment will make the difference between a professional production worthy of a professional body and an ad hoc smartphone video. You also need people trained to use these hardware. You must create capacity to do this work in-house. We are currently training our staff to use mailing lists, upload videos and use social media. It will take some practice and cause some heartbreak for those perfectionists but in time this will create a sustainable plan. What would be idea is to have a health promotion officer specifically trained for this sort of work but this exists only in Utopia for most of us! In order to streamline every request you get for personal or corporate or even irrelavent posting you need a very good policy on what we can and cannot allow. The SLMA is currently working on such document. Conduct at least an annual survey using simple tools like Google Forms or Survey Monkey and make sure you are in sync with your followers. There should be a feedback mechanism to tell the content creators and editors of analytics. It is highly advisable for smaller email lists to subscribe to professional free software like MailChimp which allows up to 2,000 subscribers and 12,000 email per month. Try to choose a web team with a good track record as making running repairs to websites and systems carries a much higher cost. Finally we are planning to condense all our medical news and events information into a bi-weekly notification to ease inbox congestion based on feedback we have received. Dare I say it? It would be useful to hire an officer who has skills in IT and understands the complexities of the health sector!
- What does the future hold. Due to an initiative by another BMI colleague Dr Gumindu, the SLMA is poised to begin an online CPD centre using an eLearning platform. We plan to increase the amount of YouTube content at a level which is important for doctors as well as understandable by the public. Live streaming of lectures is also in the pipeline.
- Thank you for your patient listening.