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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  • 1. Overview, Official Guidelines and Best Practices
    Paul Moniz, Director of Communications and Marketing
    David Flores, Social Media Manager
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
     
  • 6. 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
  • 7. 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
  • 8. Social Media ROI
    Science at the heart of medicine
    • Stronger relationships with key journalists/influencers
    • 9. Access to “players” in important sectors
    • 10. Continuous learning and exposure to best practices
    • 11. Forging key off-line relationships
    • 12. Invitations to conferences, events, in-person meetings
    • 13. 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 *
    • 14. More than 1 billion tweets per week *
    • 15. 1 of every 6 hours spent online**
    *Figures reported by Facebook and Twitter, respectively** According to comScore, research
  • 16. 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
  • 17. 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
    • 18. Attendees dub illness “Domainerflu”
    • 19. L.A. County officials used Facebook to inform victims of where to seek treatment
    • 20. 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”
  • 21. 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
  • 22. 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
  • 23. 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
    • 24. Previously created accounts grandfathered
    • 25. Application link found in Social Media Primer and Guidelines
    Science at the heart of medicine
  • 26. Einstein Clinical Trials Recruitment on Twitter
    Science at the heart of medicine
    • Posts must comply with IRB guidelines
    • 27. Posts can link to studies ads or information
    • 28. Administered by Eileen Shore (eileen.shore@einstein.yu.edu)
    • 29. 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
  • 30. 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
  • 31. 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
  • 32. Choosing Privacy
    Choices you make here will affect who can see your public profile and contact information
    Science at the heart of medicine
  • 33. What Privacy Settings Mean for YOU
    Science at the heart of medicine
    • Limit what individuals/organizations know about you
    • 34. Ability to selectively hide pictures and updates
    • 35. Separate private and public lives
    • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 5 Quick Tips
    Be helpful
    Be professional
    Be alert
    Be consistent
    Be yourself
    Science at the heart of medicine
  • 41. For More Information…
    Science at the heart of medicine
    socialmedia@einstein.yu.edu
    www.einstein.yu.edu/social-media
  • 42. Official Guidelines and Best Practices
    Paul Moniz, Director of Communications and Marketing
    David Flores, Social Media Manager