Albert Einstein College of Medicine: Navigating Social Media

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

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

Official Einstein Twitter Feed: Est. Jan. 2010>1896 followers, on 157lists, 6095 tweets, avg 10 tweets per day
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

Einstein Facebook Page: Est. May 2011342 fans, 74,729 users exposed to the page
Average monthly active users (posting comments, likes) doubled since June

Social Media ROI
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

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

SM: A Disease-Fighting Data Tool?
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

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

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

Einstein Clinical Trials Recruitment on Twitter
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

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

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

Choosing Privacy
Choices you make here will affect who can see your public profile and contact information

What Privacy Settings Mean for YOU
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.

Reputation in Social Media
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

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

5 Quick Tips
Be helpful
Be professional
Be alert
Be consistent
Be yourself

For More Information…
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

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Albert Einstein College of Medicine: Navigating Social Media

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