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Health IT Social Media Primer

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The team from HL7Standards.com presents the Health IT Social Media Primer to help health IT professionals engage in health care and technology conversations. Start connecting and interacting. …

The team from HL7Standards.com presents the Health IT Social Media Primer to help health IT professionals engage in health care and technology conversations. Start connecting and interacting.


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  • 1. Health ITSocial Media PrimerENGAGING IN HEALTH CARE ANDTECHNOLOGY CONVERSATIONS
  • 2. ContentsIt’s All About the Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Garnering Trust and Providing Quality Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 The Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 You’re not alone! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Networking, Discussion and Content Dissemination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Twitter: What is it? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Start tweeting: What should I tweet? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 LinkedIn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Stay Active! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Google+: What is Google+? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Content Creation and Information Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Healthcare Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Best Practices In Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3710 Steps to Get Started Today . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38HL7 Standards Team Discover MoreContact us: info@healthstandards.com HL7 HEALTH www.HL7standards.com STANDARDSJon Mertz, Editor @jonmertz www.twitter.com/healthstandardsChad Johnson, Managing Editor @OchoTex www.facebook.com/hl7standardsErica Olenski, Contributor @TheGr8ChalupaJeff Zinger, Contributor @jdzingerRob Brull, Contributor @robbrullSpecial thanks to Austin Johansen.© HL7 Standards, 2011. HL7 and Health Level Seven are registered trademarks of Health Level Seven International Reg. U.S. Pat & TMOff. Use of HL7 copyrighted materials is governed by HL7 International’s IP Compliance Policy. For more information about the HealthLevel Seven International organization, go to www.hl7.org.www.HL7standards.com | @HealthStandards
  • 3. Health IT Social Media Primer It’s All About the ConversationIT’S ALL ABOUT THE CONVERSATIONSocial media is one of the most profoundly important technological developmentsin recent years, especially considering the speed at which today’s world moves.We live in a world where the majority of people are frustrated by their computer’sstartup time, which usually averages only a minute or two. Nightly news hasevolved into a 24/7 stream of developing stories, information, facts and opinions.As the world grows smaller and the ability for individuals to communicate andconnect through the Internet becomes more available, the potential for socialmedia in various settings grows exponentially.Social media has the power to connect and inform on a global scale, in real-time.It expedites the exchange of information between individuals while enablingmeaningful, personal and professional connections to occur. KE Y S TATThis guide details the basic components of some of the most prominent socialmedia platforms, including Twitter, Facebook, YouTube, LinkedIn, and blogging. It 65% of people agealso provides usage tips for those interested in getting involved with social media. 25-64 need to hear/ read a message 3-5Why is social media a player among traditional media sources? times from expertsConnection. Collaboration. Communication. and peers before it’s believed to be true Dave Fleet, Edelman Digital “We are headed back to an era where relationships matter and trust is key .” —Liza Sisler, Perficient (@lizasisler)Social media allows health professionals to share best practices, ideas and experi- “There is fantastic contentences with other professionals in various locations, essentially serving to raise the being exchanged abouteducation of all health IT professionals. patient care…There needs to be an equivalent levelGarnering Trust and Providing Quality Information of fantastic content andThere are many varying opinions on social media’s impact, or rather potential exchanges by health ITimpact and value for the healthcare industry. HL7Standards.com polled readers professionals . . .they needabout their reactions to the use of social media at the annual Healthcare to share more on theirInformation Management Systems Society conference (HIMSS) in 2010, and experiences, insights,generated the following results: and best practices .” Jon Mertz, HL7Standards .comWhile there are still those that see little potential or value in the use of social (@jonmertz)media, the overwhelming majority sees social media as “the future of healthcareIT,” or at least a valuable untapped resource. 1www.HL7standards.com | @HealthStandards
  • 4. Health IT Social Media Primer It’s All About the ConversationThere are numerous starting points to getting yourself involved in the flow ofinformation, but it all comes down to logging in and joining the conversation.The ConversationThe field of healthcare IT is progressing and shifting with each new day and it’s The Patient Factorimperative that professionals within the industry stay informed and up-to-date. Just as it’s important to be involvedThere is a constant evolution of new practices and ideas, case studies, debates, in the social media world as an HITevents, research and innovations within the industry, and social media enables this professional, the fact is that wecommunication to occur instantaneously. are all patients. The best practices, techniques and trends beingNew healthcare IT technologies like Personal Health Records (PHR) and Health discussed online will ultimately go to serving the very professionalsInformation Exchanges (HIE) are connecting patient data electronically. The who discuss them, so it’s imperativeprofessionals responsible for implementing these technologies, enabling work- to discuss these practices where theflows, and supporting continuous operations of the new applications should strive patients are, which means online.to be similarly connected. The principles of connection, collaboration and communicationConnecting with colleagues, be it locally or internationally, also provides a relate to patients as well as profes- sionals in social media, as the sameconstant form of self-education in the field, keeping professionals updated within information serves to educate andtheir own areas of expertise. connect patients to industry trends and healthcare info. Public engagement will empower “Social media enables us to engage customers, prospects the patient to make the safest and and leaders in our industry with unparalleled access healthiest decisions for their own in both directions . Whether from Twitter, Facebook, health, after discussion and rein- forcement with friends, physicians Quora or LinkedIn, there are meaningful and impactful and health professionals alike. conversations going on every day, at every hour . ” “When patients can access their Jeff Zinger, Contributor, HL7Standards .com (@jdzinger) data through portals and electronic communication, their satisfaction rises from the 10%s into the 80%’sJust as it serves to benefit IT professionals by staying connected and informed, it and 90%s.”subsequently benefits the patients most of all — the ultimate goal. Professionals — Dr. Paul Grundy, Global Directorshould strive to provide their patients with the absolute best care possible, and of Healthcare Transformation, IBMforming connections with expert opinions and information around your city, stateor the world can ultimately lead to the highest quality care for your patients.Healthcare IT professional Erica Olenski explains the importance of social mediaas a collaboration tool in the healthcare industry: 2www.HL7standards.com | @HealthStandards
  • 5. Health IT Social Media Primer It’s All About the Conversation “Using social media to share that information is going to solve a lot of the issues we’re seeing in Health IT right now . You have all these different ideas on how to connect our healthcare infrastructure . Social media provides a sounding board for people to meet and have constructive conversations around those issues .” Erica V . Olenski, HL7Standards .com (@gr8chalupa)Speaking particularly about @HealthStandards’ #HITsm chats on Twitter (HealthIT Social Media), the sharing of information via social media goes far beyondTwitter. Informative blogs regularly post updates and new practices within theindustry, company YouTube pages might stream a lecture from an expert guestspeaker, all of which can be connected, disseminated and discussed through plat-forms such as Twitter, Facebook and LinkedIn.The conversations are happening everywhere, and it’s time to get your voice out there.You’re not alone!Diving into the rapidly expanding world of social media can be intimidating atfirst, but you won’t be the first in your profession to do so and certainly won’t be thelast! In fact, as of June 2011, there are 1,188 hospitals in the U.S. operating 3,952 social U.S. HOSPITAL S THAT USEnetworking sites, according to Ed Bennett (@EdBennett), director of web strategy at SOCIAL NE T WORKING TOOL Sthe University of Maryland Medical Center. 1,188 Hospitals total 548 YouTube Channels 1018 Facebook pages 788 Twitter Accounts 458 LinkedIn Accounts 913 Four Square 137 Blogs 3,952 Hospital Social Networking Sites Statistics courtesy of Ed Bennett: 3www.HL7standards.com | @HealthStandards
  • 6. Health IT Social Media Primer Networking, Discussion and Content DisseminationNETWORKING, DISCUSSIONAND CONTENT DISSEMINATIONTwitter: What is it?For a simple answer to what has become a loaded question, let’s turn to the wordsof tech-geek superstars at Mashable.com: Twitter is a “service for friends, family and co-workers to communicate and stay connected through the exchange of quick, frequent answers to the simple question: “What are you doing?” Source: Mashable .comYou should notice the emphasis on the most important words in this description; “We can change thewords which have become the essence of Twitter’s evolution. world by contributing, by sharing and by joiningTwitter has evolved to be much more than just a “micro-blog” of an individual’s the conversation… .”personal life. Today, it is a powerful tool with which individuals all over the world Wendy Sue Swansoncan share links, discuss topics of interests using hashtags and Tweet chats (which (@SeattleMamaDoc)we’ll discuss later) and distribute interesting content from around the Internet ina brief, instantaneous format.Why should I be on Twitter?In a 2010 presentation at the Swedish Healthcare Symposium, a key point made bySeattle Children’s Hospital pediatrician Wendy Sue Swanson, MD, MBe, FAAP, washow intellectual property exists in healthcare and these voices have a lot to say. Socialmedia, Twitter in particular, is a fantastic channel through which these voicesfrom all angles can be heard. “Twitter is the best platform we’ve come across so far for the healthcare IT space . It’s a very easy platform for [people] to jump in and out of .” Erica Virginia Olenski, HL7Standards .com, (@gr8chalupa)Participants in healthcare “Tweetchats” range from IT professionals to physiciansto a stay-at-home mom patient sharing a testimonial. Everyone has a voice andevery voice matters. 4www.HL7standards.com | @HealthStandards
  • 7. Health IT Social Media Primer Networking, Discussion and Content DisseminationIn order to stay on top of one’s field as a healthcare IT professional, it’s importantto hear these voices and ensure that you’re up-to-date on the latest news, prac-tices, innovations and discussions being exchanged throughout the HIT networks.Again, professional involvement in social media is all about connection, collaborationand communication, and Twitter provides an instantaneous form of self-educationfor the healthcare IT professional.What do I need to know?Below is a brief description of the most important and commonly used terms onTwitter to help you get acquainted with Twitter lingo: Customize profile Users can personalize their Twitter page by adding a background image and personal profile information, including a link to your website. Click “Profile” at the top of the page, then choose “Edit Profile.” * Your info will appear in keyword searches, so feel free to target your own personal interests. Direct Message (DM) A private message to any user that will not appear in your public feed, sent to another user’s inbox. To send a DM, choose the “Messages” tab and search for the user or click the enve- lope icon on the user’s profile page. * You can only DM users who follow your twitter account. You can change your account settings to allow DMs sent to you to appear in your timeline. Find people Search for Twitter users to help grow your network. Choose “Who to Follow” at the top of page and a list of recommended Twitter accounts will appear. You can also search for users by name or topics of interest. 5www.HL7standards.com | @HealthStandards
  • 8. Health IT Social Media Primer Networking, Discussion and Content Dissemination Follow By following a Twitter account, their tweets will appear in your homepage time- line. The user will also be added to your “Who I Follow” list on your Twitter page. Find any user you’d like to follow and choose the “Follow” button above their timeline. *To unfollow a Twitter account, move your curser over the green “Following” button, wait until the button changes to “Unfollow,” then click the button. “The evolution of Twitter as Geo-tagging a powerful communications Allows you to post the location of your Tweet, determined by a GPS phone signal. tool has been incredible to After typing a tweet, click the “Add Your Location” option in settings to add a loca- witness . The way hashtags tion to every tweet. If you enable the location function to your account, you can and URL shorteners are search for users who are tweeting near your location. used has made Twitter an outstanding tool for Hashtag learning, relationship Hashtags are the “#” symbol typed at the beginning of keywords or phrases. building and mass Using hashtags makes the keywords that follow them easily searchable using collaboration .” the Search function. Jeff Zinger, HL7Standards .com , (@jdzinger) Type the “#” sign before any keyword/phrase and it will become searchable. *Helps to search for topical tweets, online conversations (e.g., Tweetchats) or users to follow. The current most-used hashtags are often listed under “Trending Topics” on your Twitter page. Link shortener A tool to shorten URLs within a tweet. Twitter’s 140-character limit is restric- tive, so it is almost always beneficial to shorten Web links. For example, this blog post URL from HL7Standards.com is 147 characters — too long to tweet: http:// www.hl7standards.com/blog/2011/07/27/a-view-from-the-cloud-are-privacy- and-transparency-on-a-collision-course-or-two-sides-of-the-same-coin/. Here is the same link after being shortened using a link-shortening tool: http://bit.ly/ongiY5. There are several social media applications (e.g., HootSuite, TweetDeck) that automatically shrink URLs and third-party link-shortening websites (e.g.,Bit.ly, Tiny URL, Ow.ly/Ht.ly). *Twitter recently introduced its own link-shortening service. Simply insert your link into the “What’s Happening” box and it will be shortened after tweeting. 6www.HL7standards.com | @HealthStandards
  • 9. Health IT Social Media Primer Networking, Discussion and Content Dissemination Lists The ability to organize users you follow into groups. To create a list, choose the “Lists” tab, followed by “Create a List.” Name the list and provide any additional information, if needed. To add users to the list, from any user’s Twitter page, choose the “Add User to List” option, then select the group to which you’d like to add the user. *Visit Listorious.com to search for lists organized by keyword. HIMSS and RSNA release excellent healthcare lists after every conference and trade show. Mention Notify and mention another user within a tweet. While composing a tweet, type “@” followed by any user’s name you would like to mention. Doing so will display your tweet in the mentioned user’s feed in addition to your own feed, and the message will become public. Replying to another user’s Tweet will also mention their account. To reply to a tweet, hover over the tweet you’d like to reply to, click “Reply” and the user will be inserted into your tweet. Retweet (RT) A way to share a tweet from another user to all of your followers, allowing you to quickly disseminate interesting content. Hover over the desired tweet, click “Retweet” or type “RT” before mentioning a user, then copy and paste the message you wish to share. *Twitter allows you to RT without any edits to the original tweet, or you can choose “quote RT” and add extra hashtags or comments to the tweet. Search You can find other users and tweets on any topic based on search keywords. In the Search field at top of page, type and enter a keyword or phrase. Tweets and/or users that match your keywords will appear in a real-time, updating list. Tweet A short, 140-character message that once “Tweeted” will post on your feed and on your followers’ timeline. Simply type your message in the box underneath “What’s Happening?” and press “Tweet.” 7www.HL7standards.com | @HealthStandards
  • 10. Health IT Social Media Primer Networking, Discussion and Content DisseminationGetting StartedNow that you have some of the basic terminology, let’s discuss setting up yourTwitter account.Remember the Type of Profile You’re Creating It’s imperative to check yourIf you’re creating an account solely for personal enjoyment and interaction, that’s company’s social mediagreat! But, if you’re going to use your account for professional reasons or to repre- policies when creating yoursent your place of business, it’s important to remember that your actions will be accounts, which may includeseen as representative of your organization. Everything you tweet and retweet, guidelines for contentlinks you post, people you follow and information you post serve to create your creation, commenting andown personal brand. Always keep that in mind. blog participation .This very principle is also the beauty of Twitter; a professional account doesn’tneed to be void of personalization. Love cooking? Include that tidbit in your profile Mayo Clinic has a detailedinformation. The fun of using Twitter professionally is finding like-minded indi- employees’ social mediaviduals in your field of interest that might share other interests as well; including policy available forpersonal interests will help other users with similar interests connect with you reference .on Twitter. This serves to create deeper connections within your social network.While discussing the healthcare industry with similar healthcare IT professionals,you can relate on a deeper level than just on topics related to your profession.Friendly connection breeds trust, trust fosters engagement and can serve to legiti-mize the information you share.Just remember: when you’re involved in social networking, you are your own brand.Create a ProfileThis is the easy part. Simply visit Twitter.com and get started. Create a unique Include in your profileusername that you feel represents you well and begin to create your profile (see just to be safe:Customize Profile above for more information). “Views expressed are my own and not those of my employer”Upload a background image for your homepage, set your profile picture (a simpleheadshot is perfect) and complete your profile info. (Remember keywords! Lettingother users know you’re interested in healthcare IT, basketball, your alma mater,etc., will aid in their search for similar users.).If you feel comfortable, include your location so users in the same city or regioncan find you easily. 8www.HL7standards.com | @HealthStandards
  • 11. Health IT Social Media Primer Networking, Discussion and Content DisseminationStart to Follow PeopleWho should you follow? With millions of users on Twitter, it can be daunting todevelop your list of people to follow, but there are plenty of resources to help youfind users worth following. (See HL7 Standards #HITsm Top 10 Influential HITTwitter Accounts, page 36.)The HL7 Standards blog collects the most influential Twitter users in the health- KLOU T SCORE Scare IT world within the #HITsm awards each year (healthcare IT social media). To Klout is an internet tool that measuresquote HL7 Standards, the honored users “comprise significant voices—individual social media users media influenceor organizations—involved in development of and commentary on healthcare across personal accounts.standards, policy, current events and debates defining healthcare IT.” “Twitter analytics takeAdditionally, the influencers are organized by overall “Klout” score. Klout is an into account metricsinternet tool that measures social media influence across one’s personal social such as retweets,media accounts. So, you can be assured that the chosen users are currently active follower counts, listand influential in the healthcare IT community. memberships and unique mentions…HL7 Standards Team [Klout] will pull in@JonMertz — Editor of HL7Standards.com data such as likes,@OchoTex — Managing editor of HL7Standards.com comments and your@jdzinger —Health care blogger and social media contributor friendship network@robbrull — Health care blogger and social media contributor in order to determine@TheGr8Chalupa — HL7Standards.com and #HITsm Tweetchat contributor your influence on@HIT_Sonal — Health care blogger and social media contributor Facebook.”@RealWorldHL7 — Health care blogger Mashable Measuring influence on a scale of 1 to 100, you can be assured that the chosen users with the highest Klout scores are currently active and influential in the HIT community. 9www.HL7standards.com | @HealthStandards
  • 12. Health IT Social Media Primer Networking, Discussion and Content DisseminationSearch for Popular HIT HashtagsTo make the process of searching for Health IT hashtags more organized andless daunting, the team at Symplur compiled commonly used healthcare-relatedhashtags and Tweetchats into a list titled, “Healthcare Hashtag Project.” Thisproject is a fantastic resource for any level of Twitter user and worth a simplebookmark so you can keep updated on all things Health IT.Commonly used healthcare IT hashtags: CRITERIA FOR HL7 S TANDARDS’ Hashtag Definition ANNUAL #HITSM AWARDS #HIT Healthcare Information Technology Must understand HIT #HITsm Health IT Social Media community and actively #EHR Electronic Health Record participate in HIT #EMR Electronic Medical Record conversation using social #PHR Personal Health Record media tools #MU Meaningful Use Creates and/or retweets #healthIT Health Information Technology quality relevant content #healthcare Health care (general topics about patient care) #hcsm Health Care Social Media (more physician and patient-centered) Engages with a noteworthy #hcsmeu Health Care Social Media EU network of professionals and #hcsmca Health Care Social Media Canada organizations #MDchat Physician Chat #hcxns Healthcare Connections (healthcare integration topics) Encourages healthcare IT #mHealth Mobile Health professionals to engage in social media discussionsObserve and Participate in a #HIT Tweetchat:Tweetchats are exactly what they sound like: users congregate at a scheduled time,from anywhere in the world, and participate in a discussion on a specific topic byTweeting messages that contain a particular hashtag. Tweetchat.com convenientlycompiles Tweets with any individual hashtag and displays them in a real-timerefreshing list, making the conversation simple and easy to follow. Do yourself a favor and start with #HITsm: Healthcare IT Social Media 10www.HL7standards.com | @HealthStandards
  • 13. Health IT Social Media Primer Networking, Discussion and Content DisseminationHL7 Standards (@HealthStandards) hosts a weekly chat using hashtag #HITsm forpatients, physicians and healthcare professionals to discuss industry trends andhow social media influences the outcomes of those initiatives.Recognizing that a void existed between the broadcasters and consumers of In the presentationhealthcare IT news, the HL7Standards.com team created the #HITsm hashtag to entitled “Twitter Createdgenerate more discussions among healthcare professionals. Since its beginning in the New Radio Star,”November 2010, #HITsm has seen a significant growth in participation. Olenski explained that a Twitter “deejay” shouldFox ePractice provides extensive statistics about the #HITsm chats, as well as serve to provide relevantmany others, including related hashtags, transcripts of past chats, most influential information to listeners, justmembers in the chat, and much more. as a radio DJ is entrusted to entertain his or herStart tweeting: What should I tweet? audience with stimulating,Great question! Quality content is essential in garnering trust and interest from meaningful conversationother users in the Twitter HIT community. Losing sight of this can lead to Twitter or audience-pleasing musicfeeds full of mundane tweets and outings broadcast to followers who will grow selections . The DJ musttired of hearing about what you’re having for lunch. have a firm understandingHL7Standards.com contributor Erica Olenski summarized the direction of a solid of his or her audience to stayTwitter account in an interesting and unique metaphor, as part of a presentation at relevant and captivating .the HIMSS ‘11 Conference in Orlando, in which she compared the management ofa Twitter account to managing a radio station.As the manager of your own account, it’s important to maintain focus on buildingrelationships with listeners by facilitating respectful and informed conversations;making an extra effort to interact and follow-up with other users. Think abouthow a radio DJ takes calls to the station; he or she doesn’t merely rely on their ownopinions to direct the show, but instead welcomes the audience to voice their ownopinions. This serves to stimulate an honest exchange of information and opinions,just as your tweets should.Utilize your own personality traits in conversation! Just like in a face-to-faceconversation, a speaker is much more interesting when they’re passionate andgenuine about his or her position. Keep your content relevant and logical, but don’t beafraid to let your own passion impact your approach. No one likes to talk to a robot. 11www.HL7standards.com | @HealthStandards
  • 14. Health IT Social Media Primer Networking, Discussion and Content DisseminationKeep these points in mind when generating your own Twitter content: Stay relevant and familiar to your audience with topical content. Reflect a true understanding of the community (stay informed). Become actively involved in conversations within the industry.Olenski notes that while there are a multitude of voices broadcasting from theclinical side of the healthcare industry, there are far fewer accounts representing HITprofessionals and CIOs. Twitter allows these underrepresented groups to facilitateconversations about the dramatic changes happening in the healthcare industry.Subsequently, those participating in conversations will be exposed to innovativeideas , become more informed, and ultimately help stimulate the advancement ofthe industry as a whole.Your voice matters! Start tweeting! An #HITsm testimonial from Nate Osit, HIT professional at Forerun Systems An individual passionate about the goings on within his industry, Nate found the resources within the #HITsm community tremendously helpful in keeping him informed and on top of healthcare trends (see Nate’s full testimonial). His primary interest is the “wide spectrum of participation” within the #HITsm community, which includes “devel-opers, health IT support staff, healthcare communicators, providers and policy analysts.” With a plethora of perspectives fromwhich to gather information, the #HITsm community provided him with the following high-value resources: Technical—“Being able to find concise, reliable information is crucial …searching the web is like taking a drink from a fire hydrant.” Informational—“There is always a lot of discussion around how HIT initiatives will affect the quality of patient care …a vital part of cultivating a real passion for Health IT.” Sense of Community—“In the world of health IT, the sheer volume of new information involved can be overwhelming …only when we come together do we become capable of reaching our full potential.”Nate continues by emphasizing the importance of communication within the healthcare industry. To ensure the advancement ofthe healthcare industry is a collaborative effort, it is essential to communicate ideas and participate in dialogue, regardless of theparticipant’s background or specialty. Healthcare professionals like Nate are discovering the collaborative value of discussions like#HITsm and their ability to connect with individuals from all facets of HIT, for the betterment of the industry as a whole. “#HITsm helps bring all these elements together into one coherent, engaging community based on openness, support, and innovation.” “I believe we get a weekly snapshot of the industry in motion….I think it’s important to step back and see how the work you do fits into an overall system, and #HITsm helps connect these disparate elements.” Source: HL7standards.com 12www.HL7standards.com | @HealthStandards
  • 15. Health IT Social Media Primer Networking, Discussion and Content DisseminationFacebook “A social utility that helps people communicate more efficiently with friends, family and co-workers . The company develops technology that facilitates sharing of information through the social graph: the digital mapping of peoples’ real-world social connections . Billian’s Health Data/Porter Research: Social Media Strategy for Healthcare VendorsWith more total registered users than any other platform with more than 800million, Facebook has enjoyed a meteoric rise as one of the most recognizablesocial media platforms in the world. Here are some fun facts about Facebook toshow how their influence continues to grow: · More than 58 million active users · Growth increases 3% each week and is doubling every six months · 250,000 new registrations every dayWhy should I be on Facebook? SEO?As an individual on Facebook, you’re linking a face and a profile to your socialmedia activity. As a healthcare professional, you have the opportunity to access Search Engine Optimizationand share information from over 800 million users — a massive population from (SEO) is the strategy behindwhich to draw opinions and hold discussions. companies positioning themselves as the topMany companies maintain a Facebook page because customers tend to presume returned search item oncompanies will have a Facebook presence, while others maintain a Facebook page relevant topics searched byfor Search Engine Optimization (SEO). their target market usingWhile companies like Billian’s note that they haven’t found Facebook pages to Google, Bing or other searchbe as beneficial as Twitter or LinkedIn, it still remains an important platform engines.to promote a company’s presence. At industry events such as the HIMSS tradeshow, vendors and professionals alike can be directed to a company’s Facebook Positioning is improvedpage where photos, videos and links promoting the company’s products can be through the use of popularly-displayed. searched keywords, phrases and topics.Facebook remains a vital facet of the social media universe because informa-tion found on Facebook can easily be spread via other platforms, such as Twitter.Furthermore, the simple “Like” button on a Facebook page exponentially increasesviral exposure of a company brand. Any user or company that “likes” your page,comments or posts information will automatically display a message, “[user]Likes Corepoint Health,” for example. As a friend sees that another has “liked” a 13www.HL7standards.com | @HealthStandards
  • 16. Health IT Social Media Primer Networking, Discussion and Content Disseminationpage or link, he or she might be more intrigued to discover the page or informationfor themselves.Finding Other Professionals on Facebook Groups Groups are a great for like-minded Facebook users to share information, links, opinions, comments, discussions and wall posts on a single page that can be seen by all members of the group. This makes information dispersal simpler than having to post the same link, for example, on each member’s personal page. All members of the group are simultaneously notified when a new post has been posted on the group page. Before you join or create a group, it’s important to understand the differences between various group privacy policies. Some groups allow anyone to join, while others will limit membership exclusively to their company or organiza- tion’s members. TYPES VISIBILITY MEMBERSHIP Open (Public) Anyone Can See These Groups Anyone Can Join These Groups Anyone can see the group’s existence Group administrators must invite Closed on Facebook, but only current members new members or approve requests made can see posts on the group’s wall by outsiders interested in joining the group Cannot be seen by outside users, also not displayed Invitation only. No one can send requests Secret on group members’ profiles to join these groupsHIT Groups to Consider Joining on Facebook · IHI Patient Activists’ Page · ARRA, HITECH, Meaningful Use Discussions Group 14www.HL7standards.com | @HealthStandards
  • 17. Health IT Social Media Primer Networking, Discussion and Content DisseminationPagesUnlike a Facebook group, which can be created and comprised of any individualwith a Facebook account, pages are available for organizations, including health-care vendors such as Corepoint Health, Perficient and Microsoft HealthVault ,which maintain company pages of their own. This is where a company will usuallypromote their products and services, supplemented with pictures, videos, as wellas links and discussions on the page’s wall.Additionally, RSS subscriptions can be installed on company Facebook pages, allowingusers to receive updates from the page in real time. Visit HL7 Standards’ Facebook page RSSto get an idea of how an HIT page can be maintained and structured. Originally “RDF SitePages are valuable to companies due to their ability to monitor traffic and page Summary”, RSS is frequentlyinsights, providing a quantifiable measurement of the influence that various posts defined as “Really Simpleare making around Facebook. For example, if a new video explaining how to use Syndication;” a web feeda company product is posted, page administrators can easily monitor how many format used to organizetimes the video is being viewed and what type of users are viewing it; they then frequently updated content,can use this information to shape content in future posts. such as blogs, news, video and audio posts. WithView the professional Facebook pages below to see how various healthcare-related an RSS tool like Googleorganizations maintain and utilize a Facebook profile: Reader or Feed Burner, after Professional Organizations: subscribing to a blog/site’s · Health Information and Management Systems Society (HIMSS) RSS feed, updated posts will · Radiological Society of North America (RSNA) automatically appear in the · Medical Group Management Association (MGMA) American Health Information web reader in a standardized Management Association (AHIMA) format. This format makes · Radiology Business Management Association (RBMA) content aggregation very convenient and highly Government Organizations: organized, with all of your · Center for Disease Control and Prevention (CDC) favorite blogs and RSS feeds · Centers for Medicare and Medicaid Services (CMS) in one location. Providers: · Mayo Clinic · Cleveland Clinic · The New England Journal of Medicine · Health Care Social Media Silicon Valley 15www.HL7standards.com | @HealthStandards
  • 18. Health IT Social Media Primer Networking, Discussion and Content DisseminationPosting a Comment on FacebookYou can leave a comment under any post on a Facebook page by choosing “comment”(or “like” for a much simpler gesture) and typing your comments. Facebook willautomatically notify you if anyone leaves a comment in response to yours.Many Facebook pages also have discussion boards, in which various topics ofdiscussion will appear in a list, like any average Internet forum. Discussion boardsfunction similarly to simply posting comments in that after you’ve posted acomment to a discussion thread, you’ll be automatically notified of any posts thatfollow yours.If you don’t feel like posting a status of your own right away, browse through yourFacebook pages of interest for ongoing conversations on the discussion board andsee if there’s any that interest you enough to make a contribution.Creating your Own Facebook AccountFacebook is a much more personal platform within the social media universe, asit tends to feature your personal information including a profile picture, interests,favorite activities, music, movies and a list of your friends and family. Facebookallows you to keep many of these items private, hidden from those users you don’twish to show, but your Facebook account is nonetheless the “face” of your socialmedia universe.This personal touch goes a long way in your engagement and relationships withother social media users. As referenced earlier, Perficient’s Liza Sisler astutelyexplained the importance of personal trust in gathering, understanding andlearning from the volume of healthcare industry information: “We are headed back to an era where relationships matter and trust is key .” Liza Sisler, PerficientThink of whose opinion you trust most in a discussion — a complete stranger, ora friend with whom you’ve interacted and have a deeper understanding of theirmotivations, opinions and biases? You’ll obviously place more trust in informa-tion given by a friend, as you more readily trust their judgment based on pastinteractions.As you begin to create and disseminate your own healthcare information and takepart in discussions, those listening will likely want more insight into your person-ality and personal attributes to get a more rounded perception of the professional 16www.HL7standards.com | @HealthStandards
  • 19. Health IT Social Media Primer Networking, Discussion and Content Disseminationthey’re listening to. Once they know you’re more dynamic and personable than asimple screen name or avatar, it’s much easier to trust, engage and learn with you.That being said, a balance of personality and professionalism should be main-tained in your social media accounts, just as in an office environment. Kelly Young(@rawarrior), a member of the External Advisory Board for the Mayo Clinic Centerfor Social Media, outlined a few tips for new Facebook users to ensure the greatestvalue from your new account, while keeping in mind the professionalism that youshould exhibit in your posts. Authenticity · Using a simple, pleasant profile picture will put a human face on your social media activity · Keep your personal information limited, but genuine. Don’t reveal everything, but don’t fabricate Professionalism · Keep your status updates free of swearing, spam and inappropriate content · Keep your audience in mind when generating content, as if they’re in the office with you Generosity · Be courteous and kind with your comments and discussion · Respond in kind as people ask questions and post on your wall Accessibility · Connect your Facebook page to your Twitter account, blog or website. This will make all of your information more accessible and interconnected for your readers and followers Reward Contributors · This attribute coincides with generosity, as certain users consistently comment and contribute to your discussions and wall posts. Offer a simple “Thank you” and acknowledge their effort. This is especially true for those who disseminate your original content, on Twitter or Facebook 17www.HL7standards.com | @HealthStandards
  • 20. Health IT Social Media Primer Networking, Discussion and Content DisseminationLinkedIn “LinkedIn is the world’s largest professional network with over 100 million members and growing rapidly . It connects you to your trusted contacts and helps exchange knowledge, ideas and opportunities with a broader network of professionals .” LinkedInLinkedIn is another invaluable tool to stay connected with other healthcareprofessionals and remain engaged in the latest industry discussions. WhereasFacebook is the world’s largest social media network, LinkedIn focuses more heavilyon creating professional networks, allowing individuals within an industry to findand connect with peers.LinkedIn also differs from Facebook in its focus on professional experienceand credentials, rather than personal information such as friends and family.This proves very advantageous to consumers and patients when verifying thecredentials of a possible connection or content generator. It also allows otherprofessionals to further understand past work experience and accolades that anindividual has earned. As others view your profile, they’ll basically see a virtualresume and your current activity and connections within the industry.Steps to Get Started Create a profile · Name and Location · Job Title and Industry · Past job experience – Feel free to copy and paste from your resume – Use industry keywords in your job descriptions to improve your profile’s search results · Include a professional headshot – LinkedIn doesn’t accept logos or graphics, use a simple picture for your profile · Include Websites – Feel free to share your company’s Website, blog, Twitter and/or Facebook accounts 18www.HL7standards.com | @HealthStandards
  • 21. Health IT Social Media Primer Networking, Discussion and Content DisseminationBuilding your NetworkLinkedIn is unique in that you can’t necessarily connect with anyone. In fact, ifyou send connection requests to over 5 people that respond with an “I don’t knowyou,” your account can be suspended. LinkedIn is intended for genuine, profes-sional connections between users, creating smaller, more intimate networksrather than expansive, impersonal ones.Start building your network from people you already know: family, friends, “LinkedIn groups allowco-workers, or browse by location, company or school. After you’ve connected you to quickly discoverwith your closest associates, you’ll see a “1st ” icon appear next to their name in the most popularyour list of connections. This is because they’re in your “1st degree of connections,” discussions in youras you chose to reach out and connect with them yourself. professional groups… . Follow the most influential people in your group by checking the Top Influencers board… . See both member-generated discussions and news in one setting .” LinkedInThe Degrees of Connections on LinkedIn 1st degree (Friend) These are individuals you chose to connect to and are in your immediate network. 2nd degree (Friend of a friend) Contacts of one of your 1st-degree connections. These individuals can be intro- duced to you via your 1st degree connection. 3rd degree (Friend of a friend of a friend) Contact of a 2nd-degree connection. These individuals can be introduced to you, but it requires an extra step of connection. 19www.HL7standards.com | @HealthStandards
  • 22. Health IT Social Media Primer Networking, Discussion and Content DisseminationInteracting and Connecting with OthersAfter you’ve developed a small network of known associates, a big step in expandingyour network involves finding groups that interest you. These are similar toFacebook groups, in that they are comprised of like-minded users who desire toconnect and interact with other individuals in their industry.Since LinkedIn focuses on the professional user, you can be sure that manymembers of each group will be knowledgeable in the profession and can serve asa valuable education resource, as well as a possible connection for future careerendeavors.LinkedIn Group Types Open Members-Only Discussion visibility is limited Everyone can see current discussions to members only Indexed by search engines No search indexing Sharing with Facebook and Twitter No Facebook/Twitter sharing Any LinkedIn user can contribute Discussion is limited in contribution to discussionFinding GroupsMany groups are searchable at the top of the LinkedIn page in the search bar, listedby industry, location or group name. After finding a group, get involved by intro-ducing yourself in an ongoing discussion thread and offering a genuine opinion. Ifyou’d prefer not to get involved right away, you can choose to “follow” discussionsthat interest you, and you’ll be updated with the new posts within the group’sdiscussions. If you choose to contribute to a discussion, you’ll automatically befollowing the thread. 20www.HL7standards.com | @HealthStandards
  • 23. Health IT Social Media Primer Networking, Discussion and Content DisseminationBelow is a list of influential healthcare groups on LinkedIn and a short profile of each: HIMSS Group Page Constructive and stimulating discussion regarding optimal use of HIT and management systems for the betterment of healthcare worldwide. The goal of the discussions forum and subgroups is to lead change in HIT and the management systems field through knowledge sharing and communications among professionals. Current members: 48,328 #HITsm Group Page A forum for HIT professionals to discuss HIT industry trends, events, and how social media can influence outcomes. Current members: 70 This group is very discussion-heavy and would be a great place to introduce yourself and participate in some industry discussions. 21www.HL7standards.com | @HealthStandards
  • 24. Health IT Social Media Primer Networking, Discussion and Content Dissemination Health 2 .0 Group Page “Creating the future of healthcare.” Focuses on the value of healthcare by finding new ways to empower physicians, patients, providers and payers. Current members: 16,217 #hcsm Group Page Commenting: The most Health Communications and Social Media. “Interested in healthcare commu- basic starting point nications and social media. Members can be doctors, students, lawyers, Generating your own content on marketers, hospital employees, PR professionals” There is a great deal of different any social media platform can be intimidating in the beginning, but voices in these group’s discussions. there’s no need to feel immediate pressure to start pumping out blog *Holds a Tweetchat every Sunday at 8:00pm CT posts, Tweets and status updates right away. Current members: 383 After creating the foundation for Health Level 7 Group Page your various accounts, it can be Current members: 2,936 much more comfortable, as well as informative, to visit the pages and accounts of organizations and groups you’d potentially like to bePosting a Comment on LinkedIn involved with, browse their sitesLinkedIn’s commenting is very similar to Facebook’s commenting feature, but is and see how they manage theirmuch more focused on the discussion aspect of comment threads. The front page accounts. If you find a post or article that you particularly enjoy, feel freeof groups and organizations on LinkedIn features a “discussions” tab, in which to leave a comment!the most popular discussions are listed, ranked by the total number of responses Commenting is a great steppingwithin the thread. stone to developing a presence in the social media universe. You’llBrowse through your LinkedIn page’s discussions and observe how comment also begin to find different blogsthreads f low and function. If you have a question of your own you’d like to to keep track of, professionals to follow and discussions to takeopen for discussion, post your own comment at the top of the group’s page and part in. Leaving a comment canclick “share.” Taking part in discussions is a great way to get your feet wet with be a simple yet powerful gestureLinkedIn and familiarize yourself with the types of interactions and connections to show your appreciation to a contributor or author; they’ll surelythat take place. appreciate your words as well.Other Ways to Get Involved Check each social media platform’s Q&A sub-section about “commenting” to learn more about how you can leave LinkedIn’s questions and answers sections functions similarly to Yahoo! a few words of your own. Questions. Anyone can post a question directed to industry professionals and receive their responses. Q&A is a great source to start or to observe industry discussions, gathering opinions from a wide variety of healthcare profes- sionals. Answering questions genuinely and enthusiastically will also build your reputation as industry professionals see your profile more and more in discussions. 22www.HL7standards.com | @HealthStandards
  • 25. Health IT Social Media Primer Networking, Discussion and Content Dissemination Recommendations LinkedIn allows you to recommend or be recommended by past and present employers, co-workers, friends or associates, like a virtual letter of recommen- dation. This proves highly valuable to employers viewing your profile if they can see kind words and praises directly from the individual alongside your resume of work experience. You can also view other professionals’ recommen- dations if you’re interested in seeing what others in the industry have to say about a given individual. Introductions If there is a user outside of your personal network who you’d like to connect with, you can ask to be “introduced” by one of your 1st-degree connections. This will send a notification to your 1st-degree connection, whereupon they can choose to send a message to your prospective connection. You may be interested in learning more about a prospective connection before asking to be introduced. In this case, check their profile websites for a link to their current company, blog, Twitter or Facebook account.Stay Active!Letting your profile sit idle and unused will lead to a loss of credibility in yournetwork of connections as a social media inf luencer. Furthermore, LinkedInis an invaluable resource for all three key steps: connection, communicationand engagement. The vast amount of networking resources and industryconnections that take place within LinkedIn cannot be overstated; staying activeon your profile is essential to getting the most value out of an account. “Not staying updated and logged in is like going to a networking event and sitting outside in your car .” Kimberly A . Callahan, “LinkedIn Beginner’s Guide” 23www.HL7standards.com | @HealthStandards
  • 26. Health IT Social Media Primer Networking, Discussion and Content DisseminationWhat is Google+?Google+ is similar to Facebook in its visual layout and utility for connecting withfriends, family and businesses. It also includes its own social search engine at thetop of the home page, allowing a user to search for content by topic and keywords,much like Twitter’s hashtags.However, Google’s recent debut of “Search, plus Your World” that cemented thissocial network as unlike any other.Why Google+?The #1 most popular search engine in the world belongs to Google, and the mostpopular source for video content belongs to YouTube (owned by Google). Therefore,any social network seamlessly connected to both information juggernauts has a “I foresee Google+, inmajor leg up on the competitors. Content created and shared on Facebook or Twitter the long run, engaging ais only searchable through those sites directly, rather than appearing in Google much larger audience thansearch results. The major advantage here is that only content posted and shared Facebook because of howon Google+ is search indexed by Google, the world’s first stop for new information. it is structured . We all wear different hats in our daily“Search, plus Your World” melds Google+ with the main search engine, allowing life, and Google+ allowssearch results to be personalized around one’s social network. Basically, when you to wear those hats andyou’re logged into Google+ while using Google search, the search results will have more control over yourreflect content shared by yourself and those in your Circles, instantly promoting relationships .”the rankings of content in which you’ve shown social interest. Erica Olenski, Corepoint Health, HL7 StandardsThe goal behind this is to make search results more personalized, filtering throughunknown sources to promote ones more heavily shared by your personal socialnetwork. As you include more people in your Circles, share their content or postyour own, your search results will be more closely shaped to these shared inter-ests. This seamless connection between Google’s social network and its searchresults holds a great value to both individuals and businesses alike.Content on Google+ can be more aesthetically pleasing than content shared onFacebook and Twitter. You have the ability to post high-resolution photos andvideos, and posts aren’t limited to 140 characters. 24www.HL7standards.com | @HealthStandards
  • 27. Health IT Social Media Primer Networking, Discussion and Content DisseminationGoogle+ FeaturesThe basic groundwork contains a few distinct features: Profile The Google+ profile follows the same pattern of most social networking profile pages in its structure. However, information in your profile is search indexed by Google just like the content in your news feed. Make your personal profile robust and honest, in order to make the content more searchable and acces- sible to other users. Due to their connection with search rankings, certain aspects of your “About” section are more important to focus on: Career: Your job description will show up next to your name and profile picture thumbnail as people search for your name on Google, so make sure the words are clear, descriptive and concise. 10 million users had Introduction: The first 55 characters of your Introduction are search indexed, registered for accounts . so choose these words wisely. Use plenty of searchable keywords to direct like- 1 billion items are shared minded users to your profile. per day . The +1 button is hit Recommended Links: The first 3 links under “Recommended” and “Contributor 2 .3 billion times per day . To” on the right side of your profile will be promoted in search rankings to Larry Page, Google CEO people in your social network. If you’d like to promote your company’s home site or a personal blog, include those links here. Circles The Google+ “Circles” feature is what sets it apart from being “just another Facebook.” When you connect with another individual on Google+, you will be prompted to add them to a “circle.” These can be custom-named (other users cannot see the names of your circles) and each friend can be in more than one group. The biggest complaint of Facebook and Twitter seems to be the forced dissemi- nation of all of your posts as nearly 100 percent public. While Facebook allows for filters to be placed, it still depends on having several groups of friends already established in lists. Google+ found its solution in “Circles”, allowing users to share posts with specific circles or all their friends at once. Sparks This feature highlights Google’s utilization of its search engine foundation. “Sparks” allow a user to search for content being shared by keywords and topics, providing an easy place to browse interesting content to share with friends. As you add interests to your profile, “Sparks” search results will become more personalized and easier to access. 25www.HL7standards.com | @HealthStandards
  • 28. Health IT Social Media Primer Networking, Discussion and Content Dissemination Hangouts This is Google+’s revolutionary group video chat feature in which you can hold a video conversation via webcam with up to 10 friends. Facebook’s recent partnership with Skype is a venture to include one-on-one video chat in the Facebook repertoire, but the group environment video feature belongs entirely to Google+. This feature shows tremendous value for businesses both inter- nally and externally, from virtual project team conferences to an instructional “how-to” session for a new company product. “Hangouts with Extras” is an additional feature to Hangouts, currently in a preview phase, which can be accessed after opening a new Hangout. “Extras” allows for integration with Google Docs, Notes, Sketchpad, screen sharing, and the ability to watch YouTube videos with another user. This has the ability to “Google+ is attempting turn a Hangout into a virtual conference room. to become the one-stop +1 Button shop not only for sharing This button can be compared most easily to Facebook’s “like” button. When content, but for finding it a shared photo, article or video clip interests you, press the +1 button that as well . In some ways, it appears next to it and it will appear in the “+1” section of your profile page. reminds us of Twitter and Items that you +1 serve to personalize future searches on Google and display its mission to become an the type of information you enjoy to your circles of friends. As more of your information network, and content is +1’d by people in your circles, you will appear much higher as a “instantly connect people source in their Google search results. everywhere to what’s most important to them .”Time to Get Personal MashableTo get the most value out of Google+, it’s important to make your profile a snapshotand sounding board of your personal interests, more so than a steady stream ofbusiness articles, marketing material, self-promotion, etc. Potential connectionswill search for and find your content based on their own interests, both personaland professional, but the fact is that people like to do business with people, notcorporate robots. A Google+ profile allows you to add more humanity to yoursocial media presence, round out the perception of your company/organization,and harvest trust from your social network. “The more people can feel that they understand who you are, what you stand for, what you believe in, the more than can identify with you .” Chris Brogan 26www.HL7standards.com | @HealthStandards
  • 29. Health IT Social Media Primer Networking, Discussion and Content DisseminationGaining a FollowingSharing your content is about more than how many people you have in yourcircles; the most important number is how many people have you in their circles.Being included in someone’s circles will dramatically increase the presence of yourcreated and shared content in their Google search results. This is the ultimate goalof a social media presence for thought leaders and most business professionals.The essence of acquiring a devoted following to your social media content isuniversal across all major platforms: If you’re interesting, people will take inter- “This product has theest. As you create and share new posts, think to yourself, “Why should people add potential to significantlyme to their Circles? Why should they want to see my content promoted in their change the online healthsearch results?” information landscape . For marketers, we expect the greatest opportunity “If you’re the person who points out the interesting to affect unbranded people that share great things, you can have a growing search, such as for a following .” disease state rather than Brogan for a medication, which is consistent with bestPeople will also see right through someone shamelessly promoting a product, practices for promotion in abrand or personal blog. Therefore, your content should be more focused on your social media environment .”honest, personal interests. Each connection is a potential customer or client, so be CMIdiverse and well-rounded in your posts to show your followers your personality.Follow the Best PracticesA few of the best practices in social media described at the end of this guide playa major part in developing meaningful connections on Google+. Be honest. Beconsistent. Be engaging.Creating original, engaging content is equally as important as sharing the contentof other users. Sharing and commenting on your Circles’ content shows that youhave a vested interest in the community. As your name becomes a familiar faceamong your followers, they’ll more readily trust your opinion and ultimately thecontent you promote. 27www.HL7standards.com | @HealthStandards
  • 30. Health IT Social Media Primer Networking, Discussion and Content DisseminationQuora: What exactly is it? Described as an “online knowledge market,” Quora is an easily-accessible question and answer forum that is, as Quora self-describes, “… created, edited and organized by everyone who uses it.” As of January 3, 2011, the site had 547,000 registered users, a 37,000% increase from its introduction a year ago in 2010. Quora is structured very simply, allowing users to fully direct responses and discussion around any particular question. According to Mashable, there are “A continually improving only 20 active Quora employees, a dramatically small number considering the collection of questions and amount of users that utilize Quora’s information. answers created, edited, and organized by everyone What use does it have for HIT? who uses it .” Unlike Wikipedia or Yahoo! Answers, Quora discourages anonymity on its site Quora to generate legitimate answers. Also, since Quora users can comment on and discuss particular answers, those intending to sabotage discussions or insert bogus answers are quickly filtered out; therefore, Quora is a fantastic place to turn for information, answers and discussion on health industry topics. Questions don’t have to be directly entered into the search bar at the top of the site, as users may search by keywords and topics to narrow down specific questions and observe or participate in reputable HIT conversations. You can even choose to “follow” an entire topic of questions, allowing instant notifica- tion of newly proposed questions and answers to topical questions. Sample Questions from HIT Discussions · “Is the USA ahead or behind plan on its implementation of the President’s Executive Order for Health Information Technology?” · “What is a Personal Health Cloud and how does it differ from a Personal Health Record?” · “What is the mobile health market forecast for the next 3 years?” Join in the discussion! With so many opportunities for discussion and self-education, Quora is a resource not to be passed up as you venture into social media. Take some time to search, or ask questions based on your own personal interest, while also observing and taking part in many of the health industry discussions available in the Quora database. 28www.HL7standards.com | @HealthStandards
  • 31. Health IT Social Media Primer Content Creation and Information ResourcesCONTENT CREATION ANDINFORMATION RESOURCESBlogsBlogs are the editorial format of the “Everyman” publisher. Through blog hostingsites like WordPress, Tumblr and Blogger, anyone can create their own blog andbegin to generate content online.Some individuals use blogs as a sort of personal journal or photography portfolio, “Blogs, due to theirwhile others will focus their blog on a specific theme, interacting and contributing versatility, lack of wordwith a community through their periodic blog posts. The possibilities are endless count limits and ease ofwhen it comes to creating your own blog for personal use. However, blogs used for use, can help you establishprofessional purposes require a stricter set of behaviors, and will likely fall under expertise in your field orthe guidelines of a company social media policy. on a specific topic . This is where you get to ‘take theAside from following your company’s policies, generating content for others to gloves off’ and become theread and disseminate requires a strong sense of awareness and understanding leading columnist of yourof your audience and the type of information they’ll read and how they’ll read it. own publication . Truthfully,In this way, writing for the web is similar to writing in other forms of publishing. without a blog where yourHowever, people read information on the web very differently than in a magazine published thoughts ‘live,’or newspaper. your professional socialReaders online tend to skim rather than read word-for-word, so it’s most media efforts will beimportant to write concise, relevant information, free from extraneous tidbits limited to commenting inthat only serve to clutter and distract your audience. Try your best to structure short-lived snippets . You’llinformation in brief two to three sentence paragraphs, each sentence with strong have more success if youand relevant information. You should rarely have “buffer” sentences between use thoughtful blog postsmain ideas; your readers will skip right over them and possibly miss more to drive your other socialimportant information within the same paragraph. media activities .” Chad Johnson, HL7Standards .com (@OchoTex)Getting StartedResearch blogs within the healthcare industry to get an idea of how to create andstructure your blog posts to most effectively capture and engage a reader’s interest.Websites like Technorati.com allow you to search for blogs by keywords and topicsof interest. There are also internal search engines on WordPress.com and Tumblr.com for finding blogs of interest, or you can use Google’s blog search. 29www.HL7standards.com | @HealthStandards
  • 32. Health IT Social Media Primer Content Creation and Information ResourcesHealthcare IT Blogs HL7 Standards “Our purpose is to facilitate an engaging conversation and offer useful resources. We want to connect people involved in healthcare to apply technology in the high- est standard available, learning from each other’s stories, insights, and actions.” HL7 Standards’ official blog provides a soap box of sorts for various voices around the healthcare industry to discuss healthcare and technological topics. HL7 Standards: Viewpoints “This section of HL7 Standards highlights the RSS feeds of blogs and websites organized by thought leaders within the healthcare and technology industries.” The “Viewpoints” section of the HL7 Standards blog contains an aggregated RSS feed and collection of links from different viewpoints across the health- care industry. With sections for health IT, physicians, operations, health, etc., and white papers, a great deal of information from various perspectives can be found in an organized format. Health IT Buzz “This blog was created to answer your questions about the nation’s transition to electronic health records and to create a conversation about the challenges and successes health care providers, physicians, practices, and organizations are experiencing as they transition from paper to electronic health records.” The official blog for the U.S. Department of Health & Human Services (HHS), the HSS oversees the Office of the National Coordinator (ONC). The ONC is responsible for the creation of the HITECH Act and the health IT incentive program called “Meaningful Use.” 30www.HL7standards.com | @HealthStandards
  • 33. Health IT Social Media Primer Content Creation and Information Resources Under this program, the US government encourages doctors to buy and implement EHRs in their practices, providing incentives for earlier adopters. After 2015, there will be penalties associated with those that haven’t converted to electronic health records. Meaningful Use is often referred to as #MU on Twitter. HIMSS Blog HIMSS (Healthcare Information and Management Systems Society) is a leader in the health IT community, hosting the annual HIMSS conference which offers training, career resources and helps vendors connect to consumers. Their blog focuses on the discussion of key issues affecting the health IT industry. UCSF Imaging UCSF Imaging (UCSF Department of Radiology & Biomedical Imaging) provides helpful perspective to patients and consumers as to what the latest news means to them, as well as latest insights into the safety and benefits of our advanced imaging techniques. Healthcare IT News This blog contains an aggregated feed of participating blogs within healthcare IT. Posts will contain links as well as repurposed information from various external HIT blogs that relate to current happenings and news in HIT. The Integration Generation (GENi) The Corepoint Health blog, the Integration Generation blog, or GENi, high- lights and discusses health IT trends, innovations and best practices, as well as health IT project management and leadership. Wrapped in the conversations are a look to the future of healthcare interoperability and the role of current initiatives such as Meaningful Use and HITECH.Posting CommentsBlog comments can usually be found at the bottom of every blog post, if the blogadministrator’s allow commenting on their articles. If you find a particular blogpost intriguing and feel compelled to leave a comment for the author, find thecomment button or box and leave your opinions. Don’t leave comments simplyto link back to your own blog; if you’re going to interact, make your engagementgenuine and thoughtful.Starting your Own BlogOne of the largest and most well-known blogging sites is WordPress.com, withover 20 million registered blogs. Although Tumblr.com recently overtook thisnumber, WordPress is more apt for text-based blogging, whereas Tumblr is better 31www.HL7standards.com | @HealthStandards
  • 34. Health IT Social Media Primer Content Creation and Information Resourcessuited for media posts like pictures and videos. Once you’re ready to create yourown blog, visit a site like WordPress.com and follow the start-up steps to laying thegroundwork of your blog. Other blog hosting sites include Blogger and Blogspot.Within the blog is the possibility to include different “pages” and “widgets,” whichallow you to add different features and information in addition to the main bodytext of your blog posts. One important type of widget allows you to add buttonsfor Twitter, Facebook and an RSS feed, so that readers of your blog can link to yoursocial media accounts. Add a few of these widgets to your blog and they’ll appearin a sidebar on any page that your readers visit within the blog. A few points to remem-What should I write about? ber as you’re writing a blog post:Once you’re ready to start writing your own content, depending on the purpose Create a captivating title—Titlesand direction of the blog post, you’ll usually find the topics of discussion will should capture your readers’reflect at least one of these categories: attention and summarize the posts’ main thesis · Informative/Instructive Keep posts concise—Readers will · Reflective be more likely to read shorter posts · Analytical (5–7 paragraphs) in their entirety · Inquisitive to Generate Discussion Provide links to other blog · Responsive to Current Events/Polls posts and websites—Links capture the reader’s eye and can beThe great thing about blogs is that they can be both informative and conversa- used to link them to other posts intional, and often encourage their audience to respond and comment. Many posts your blogcan be inspired by personal examples from one’s own professional career; inter- Use strategic keywords—In bothactions with other professionals, a response to an intriguing poll, article, lecture, headers and body of text; improvespresentation, or a conversation with friend, colleague or family member. SEO as readers use search engines Include bulleted lists—Allows forIf you’re having trouble thinking of an idea for a blog post, below are some exam- a greater amount of information in aple prompts used by the HL7Standards.com editorial team: small amount of space Informative Promote your blog!—Include Providing relevant information, facts, charts or studies that readers may find links to your Facebook, Twitter and LinkedIn accounts on your blog informative. homepage. Publish blog post links to your accounts for further exposure. · Is there a myth about HL7 and interfacing that you come across regularly from customers? What is that myth and why is it incorrect? Why might customers believe the myth to be true? Explain. · Is there something you regularly show customers how to do more efficiently? What are the customers doing and what the “best practices?” Explain. · List, describe and explain (who, what, where, why) FREE tools (such as ELINCS) that are available and why they are particularly helpful. 32www.HL7standards.com | @HealthStandards
  • 35. Health IT Social Media Primer Content Creation and Information Resources Reflective Reflecting on one’s own professional or personal experiences in relation to the industry. · Describe the challenges you experience on a daily basis as a health IT professional. What steps do you take to overcome those challenges? Explain. · As a health IT professional, what resources do you regularly refer to for guidance on problem solving? Is there a book or website you find to be particularly helpful? What is that book/website and why is it valuable? Explain. · When you began your career in health IT, did you receive a piece of advice from someone that you have found to be particularly helpful? What was that advice and how has it helped you grow as a professional? What advice do you have for new and future health IT professionals? Analytical Promote discussion about the inner workings and finite details within the industry. · How has your job changed in the last five years? What trends have you noticed? List those trends and provide a brief explanation of each. · What is the purpose of a standard? Does it productively contribute to the industry, does it hinder progress or is it neutral? Explain. Inquisitive Responding to or proposing a question to other professionals related to the industry. · Is there a question you find yourself regularly asked by customers? What is that question? Explain your typical response and any additional resources you will likely direct a customer to reference for more information (i.e., user community, a particular website or book, etc.) · Was there a question you were asked recently by a customer that caught you off guard? What was your thought process in finding a solution to that question? What conclusion did you reach? 33www.HL7standards.com | @HealthStandards
  • 36. Health IT Social Media Primer Content Creation and Information Resources Responsive Responding to a current event, study or poll provides a spark for different opinions. · Is there a health IT current event or recent news article that made an impression on you? What was that event/article? Who was affected by the event/article? How did you discover it and what was its significance? Explain. · Respond with your feelings and opinions about a lecture or conference event you’ve recently attended. Is there anything that was said or discussed that particularly intrigued you? Did a particular speaker have a profound effect on you? Elaborate.YouTubeYouTube is easily the most recognized online video sharing site on the internet,and can prove quite valuable to the self-education of a healthcare professional.YouTube is also often used in accordance with other social media outlets likeFacebook and Twitter as the primary site through which videos are created and “[YouTube] is another avenueshared. According to the site itself, more than 400 tweets per minute contain a with which to increaseYouTube link! On Facebook, more than one million hours of video are watched exposure of companies .from YouTube every single day. Needless to say, YouTube is a major part of the It’s an easily accessiblesocial media universe. way for customersVideos tutorials, lectures and professional interviews with vendors and providers to stay informed ofat industry events can be shared between professionals. In Health IT, video inter- product developers andviews are often filmed at the annual HIMSS conference and archived on various relationships companiesvendor websites and blogs. have with providers and vendors .”Many healthcare companies maintain a YouTube “channel” where company videos Billian’s Health Data SM Strategyare kept. Subscribing to their channel will keep you updated on all new posted for Vendorsvideos as they’re added. In case you happen to miss a conference or healthcareevent, you can catch up on all the information you missed in an easily accessible,entertaining way. “Among social media tools, watching online videos isFinding valuable healthcare channels is an important step in the self-education more prevalent than use ofof an HIT professional. Aside from blogs and articles linked from Twitter and social networking sites .”Facebook, videos can serve as an entertaining way to learn about new products, CDCinformation or best practices going on in the industry. “A powerful mechanism to assist in distributing current and accurate science and health messages .” CDC 34www.HL7standards.com | @HealthStandards
  • 37. Health IT Social Media Primer Content Creation and Information ResourcesHealthcare ChannelsHere are a few influential healthcare video channels worth looking into, eachoffering a unique perspective on the healthcare industry:Government: · The Office of the National Coordinator for Health Information Technology (ONC)Professional Organizations: · Healthcare Information Management Systems Society (HIMSS) · Center for Disease Control and Prevention · AHIMA · American College of Radiology (ACR)Each channel has its own extensive collection of videos, along with an oppor-tunity to “subscribe” to the channel. This means you’ll be notified in your ownaccount as new videos are uploaded.Thinking of posting your own videos?As you discover your voice in social media, you’ll begin to find which methodsare most effective, based on your personal preference and experience. Some findvideos much more effective in getting across what they want to say, as opposed towriting an extensive blog post. Videos are just another way to create meaningfulcontent to share.While you’ll probably find yourself watching more videos than you post, if youfeel inclined to post a video tutorial, or video response to an event or lecture, youcan record your video with a simple device (smart phones, portable recorders, andmany laptops) and post it to your account. Just remember, as there are professionalguidelines to keep in mind when generating content on Facebook and Twitter, thesame goes when posting videos on YouTube.Remember: all of your personally-generated social media content falls under thesame umbrella of personal branding and will shape your audience’s perceptionof you. Your audience should be top of mind in your videos. Prepare content thatwill be appealing and engaging to your target audience, and do your best to keepvideos short. Video tutorials are more effective when information is kept vital andconcise. When posting and managing comments, remain respectful, courteous,and value the feedback provided by your viewers. Every voice matters. 35www.HL7standards.com | @HealthStandards
  • 38. Health IT Social Media Primer Best Practices In Social MediaBEST PRACTICES IN SOCIAL MEDIASharing is CaringBeing transparent in your social media relationships doesn’t mean abandoning all “Founded in Februarypersonal privacy for the sake of a connection. Instead, strive to share every bit of 2005, YouTube is the leaderprofessional information you come across that you believe is beneficial. in online video, and the premier destination toErica Olenski emphasizes the incredible opportunity HIT professionals have to watch and share originalshare information via social media and helping advance the industry’s objectives: videos worldwide through “The act of sharing, especially through social media, can expose new information a Web experience . YouTube to parts of your network that may not have otherwise come across the informa- allows people to easily tion. This provides a great learning opportunity for that individual, and begins upload and share video clips dialogue around a valuable topic.” on www .YouTube .com and across the Internet throughBe Honest websites, mobile devices,Being honest to your followers and fellow professionals is imperative to establishing blogs, and email .”positive and inf luential social media relationships. The main focus of your Mashableconnections in the social media universe is the creation of a genuine engage-ment, in which there is no place for scathing comments, disinformation or gossip.Unprofessional social media behavior can dilute the value of information fromrespected thought leaders in the industry.Say ‘Please’ and ‘Thank You’Social media is just that — social. Its value to healthcare professionals relies uponpositive conversations with other users. Since these conversations are limited towritten communication online, messages run the risk of being misinterpreted.This is why paying careful attention to basic manners online is even more impor-tant than in normal day-to-day life.Make a habit out of including a simple “please” with every request and a “thank you”for each time someone follows through with an action or request. Simple mannerswill serve to increase your transparency to your friends and followers, while alsodisplaying genuine appreciation to your fellow professionals for their efforts. 36www.HL7standards.com | @HealthStandards
  • 39. Health IT Social Media Primer 10 Steps to Get Started Today10 STEPS TO GET STARTED TODAY Having Character While Being a Character In an article on HL7Standards.com, 1. Research and observe HIT efforts on the various social media platforms. Jon Mertz, editor at HL7Standards. 2. Check your company’s social media policy for particular online practices. com, detailed the importance of maintaining character and integ- 3. Create a Twitter account and start a list of people to follow. rity in online conversations as a 4. Participate in an #HITsm Tweetchat! professional, yet allowing a unique 5. Create a Facebook account and join a few HIT-related groups. personality to shine through in your online profile. 6. Create a LinkedIn account and participate in an industry discussion. 7. Find a few favorite healthcare blogs and leave a genuine comment(s). • Be reputable 8. Create a Google+ account and create your “HIT Circles.” • Be honest • Have integrity 9. Pose a question on Quora and participate in the answer’s discussion. in all interactions 10. Share your new knowledge and lessons learned with other professionals! Volunteer These points highlight the impor- to write a guest blog post on leading HIT blogs. tance of upholding honest practices across one’s social media accounts,About HL7Standards .com including behavior like commenting,No matter your age, industry, or location, healthcare is a part of your life. While discussions, content creation and dissemination to develop a posi-personal care is probably instilled in your daily routines, receiving healthcare tive, trustworthy online personal-involves a community. In the center are many well-educated professionals and ity. These traits are recognizable,leading-edge technologies which may — or may not — work well together. As even online, and users will be more comfortable interacting with you,an individual, citizen, and patient, you are in the middle of this environment. and more trusting of your opinions, which will ultimately spur moreHL7Standards.com is a community focused on facilitating conversations about meaningful connections between you and your fellow professionals.healthcare and technology. Some of it is technical; some of it is not. Discussingemerging practices and technologies, such as social media and personal health Behaving in a professional manner online isn’t void of unique andrecords, are an essential part of the discussion. All of us need to learn more entertaining personalities. In fact,about what it takes to enable the successful delivery and acceptance of care. interactions wouldn’t be nearly asHL7Standards.com is one of the leaders in engaging these essential interactions engaging if void of both forms of character — both of reputation andwithin the healthcare community, offering insights, education, and as many personality.resources as possible. Empowering patients is more than a goal; it’s a mission. “Your personality should Discover more at: show through in your blog posts, tweets, and Facebook · Twitter: @HealthStandards comments and discussions. · Facebook: www.facebook.com/HL7Standards Having a charming, yet consis- · Blog: www.hl7standards.com tent, personality will be more inviting for people to join in.”*Note: HL7Standards.com is sponsored by Corepoint Health, a leader in healthcare Don’t be afraid to leave commentsinteroperability software and solutions. or join in on discussions! Just be cognizant of the brand you’re creating for yourself as you interact with others online, and allow your personality to shine through in the most positive way. 37www.HL7standards.com | @HealthStandards
  • 40. Health IT Social Media Primer Index of Twitter AccountsBelow are some great Twitter accounts to follow that are active in the #HITsmonline community: Individuals Organizations Publications @NateOsit @Perficient_HC @HITNewsTweet @motorcycle_guy @CLOUDHealth @HITExchange @SmyrnaGirl @hdmcorp @GovHIT @leonardkish @UnifiedPIM @SearchHealthIT @MelSmithJones @HITECHAnswers @HFNewsTweet @techguy @BangorBeacon @DrNanN @HIMSS @EMRAnswers @billians @PeterNGilbert @ehrandhit @ahier @MelissaColeHTR @2healthguru @pjmachado @DonFluckinger @johnmoehrke @AMaini1 @janicemccallum @DocForeman @danmunro @MatthewBrowning 38www.HL7standards.com | @HealthStandards