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Albert Einstein College of Medicine: Navigating Social Media
 

Albert Einstein College of Medicine: Navigating Social Media

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Presentation of Albert Einstein College of Medicine social media policies by Paul Moniz and David Flores. Overview of Facebook, YouTube, Twitter use and policies. More info at ...

Presentation of Albert Einstein College of Medicine social media policies by Paul Moniz and David Flores. Overview of Facebook, YouTube, Twitter use and policies. More info at http://einstein.yu.edu/social-media

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    Albert Einstein College of Medicine: Navigating Social Media Albert Einstein College of Medicine: Navigating Social Media Presentation Transcript

    • Overview, Official Guidelines and Best Practices
      Paul Moniz, Director of Communications and Marketing
      David Flores, Social Media Manager
    • What Are We Talking About Today?
      Strategy
      Einstein Social Media Milestones
      How Social Media is Being Used in Science/Healthcare
      Review of Social Media Guidelines
      Privacy
      What’s in it for YOU
      Science at the heart of medicine
    • DCPA Social Media Strategy and Rollout
      YouTube: April 2009 Visual, Expert Insight, Impact
      19,323 visitors:89,008 views
      Nearly 5 videos per unique visitor
      Most Popular: SuperAgers, Harris Goldstein Immunology Lecture
      358 Subscribers
      • LinkedIn: Dec. 2009: Brand awareness/networking/recruiting
      1,009 employees/3,000
      Most engaged: avg. 5.3 pages vs. 2.7 Facebook
      Science at the heart of medicine
    • DCPA Social Media Strategy and Rollout
      • Twitter: Jan. 2010 : Influencers, Mavens
      1,896 Followers
      Influentials: journalists, healthcare/patient advocates, politicians,
      decision makers
      #2 among medical schools, according to Klout: #1 Stanford, #3 Johns Hopkins, #4 Duke
      Facebook: May 2011: Conversation, Community, Evangelism
      342+ “likes”
      Medical colleges/research organizations, Bronx community, civic groups
      Science at the heart of medicine
    • Official Einstein Twitter Feed: Est. Jan. 2010>1896 followers, on 157lists, 6095 tweets, avg 10 tweets per day
      Science at the heart of medicine
      Other OfficialTwitter Feeds
      @EinsteinMedicin
      @AE_CancerCenter
      @EinsteinPhD
      @EinsteinLibrary
      @EinsteinStudies@EpgntxEinstein@myalbertcbe
       
    • Twitter Engagement
      Guest-moderated MDchat, 1st online chat for M.D.s
      Co-hosted diabetes twitter chat
      Partnered with National Alzheimer’s Assn./MDchat on chat with younger-onset early stage patients
      Science at the heart of medicine
    • Einstein Facebook Page: Est. May 2011342 fans, 74,729 users exposed to the page
      Science at the heart of medicine
      Average monthly active users (posting comments, likes) doubled since June
    • Social Media ROI
      Science at the heart of medicine
      • Stronger relationships with key journalists/influencers
      • Access to “players” in important sectors
      • Continuous learning and exposure to best practices
      • Forging key off-line relationships
      • Invitations to conferences, events, in-person meetings
      • Extending geographic reach for Einstein brand
    • Science at the heart of medicine
      Why Social Media Matters
      “Man owes his strength in the struggle for existence to the fact that he is a social animal.”
      -Albert Einstein
      • Average Facebook user has 130 friends *
      • More than 1 billion tweets per week *
      • 1 of every 6 hours spent online**
      *Figures reported by Facebook and Twitter, respectively** According to comScore, research
    • How Can Social Media Help YOU?
      Learn of new developments in your field
      Form communities of interest
      Join conversations/share opinions/generate ideas
      Publicize projects
      Move audiences to action
      Science at the heart of medicine
    • SM: A Disease-Fighting Data Tool?
      Science at the heart of medicine
      • Playboy Mansion attendees of party sponsored by DomainFest Global Conference report flu-like symptoms on Facebook
      • Attendees dub illness “Domainerflu”
      • L.A. County officials used Facebook to inform victims of where to seek treatment
      • Social media descriptions helped officials determine that Legionnaires' disease was the cause
      “The way that information moves is very similar to the way disease moves.”
      - Dr. David Fisman, epidemiologist University of Toronto in the NY Times article “Social Media Join Toolkit for Hunters of Disease”
    • A Tool for Patients
      More than 80% of Americans online for healthcare information*
      1 in 4 Internet users has watched an online health video** 
      32% say trust in social media is “very high” **
      1 in 5 Americans use social media to make healthcare decisions **
      * Pew Internet & American Life Project survey, published fall of 2010
      ** February, 2011 study by National Research Corp. surveying 22, 877 adults
      Science at the heart of medicine
    • Einstein Social Media Guidelines
      Purpose of Social Media Guidelines
      Encourage legal and responsible use
      Provide guidance for faculty, staff, students
      Explain how to create official accounts
      Provide guidance on personal use of SM
      Science at the heart of medicine
    • Creating University-approved SM Accounts
      2 administrators (1 in management)
      Both must have social media experience
      We can post items, if requested
      About official accounts
      • Must have university approval
      • Previously created accounts grandfathered
      • Application link found in Social Media Primer and Guidelines
      Science at the heart of medicine
    • Einstein Clinical Trials Recruitment on Twitter
      Science at the heart of medicine
      • Posts must comply with IRB guidelines
      • Posts can link to studies ads or information
      • Administered by Eileen Shore (eileen.shore@einstein.yu.edu)
      • See details in social media primer
    • Social Media Primer
      Simplified version of official guidelines
      Explains and encourages social media use
      How university approved accounts are created
      Tips on using social media wisely
      Links to social media resources
      For beginners and experienced social media users
      Science at the heart of medicine
    • Privacy: HIPAA and Social Media
      Same rules apply online and offline
      Photos and descriptions especially troublesome
      General advice okay but caution advised
      Presume all social media conversations are public
      Social media: a giant glass elevator – never know who is listening
      Science at the heart of medicine
    • Your Privacy
      Be aware and alert; not afraid
      Privacy varies from network to network
      Caveat: Network changes=privacy changes
      Find and check settings regularly for new options
      Monitoring is always an option: promotes learning
      Science at the heart of medicine
    • Choosing Privacy
      Choices you make here will affect who can see your public profile and contact information
      Science at the heart of medicine
    • What Privacy Settings Mean for YOU
      Science at the heart of medicine
      • Limit what individuals/organizations know about you
      • Ability to selectively hide pictures and updates
      • Separate private and public lives
      • If in doubt, create personal and professional accounts
    • So What Does Privacy on Social Media Look Like?
      With almost every privacy setting turned on in Facebook, this is what a stranger sees.
      Science at the heart of medicine
    • Reputation in Social Media
      Science at the heart of medicine
      Conversations are already happeningabout you
      Ratings sites can help determine how well you’re doing on social media
      Never respond when angry, commentslast indefinitely
      Response is reputation
      The Gossips by Norman Rockwell, 1948
    • Social Media FAQs:
      Q: What information will be shared about me if I a page?
      A: Your privacy settings determine what’s revealed
      Q: Why should I like a page?
      A: To be able to comment and post on a page and engage in conversation
      Science at the heart of medicine
    • Social Media FAQs:
      Q: What does “following” someone mean?
      A: Following allows you to see - in real time - the messages posted by a given account
      Q: Why bother following those who don’t follow you back?
      A: Following someone whose work you’re interested in may lead to finding more information through their tweets
      Science at the heart of medicine
    • 5 Quick Tips
      Be helpful
      Be professional
      Be alert
      Be consistent
      Be yourself
      Science at the heart of medicine
    • For More Information…
      Science at the heart of medicine
      socialmedia@einstein.yu.edu
      www.einstein.yu.edu/social-media
    • Official Guidelines and Best Practices
      Paul Moniz, Director of Communications and Marketing
      David Flores, Social Media Manager