Social media in health care in Canada Hashtag#hcsmca http://www.smich.ca
Social media in health care in Canada New Brunswick doctors told social media and medicine don’t mix, Vancouver Sun, June 2011
Social media in medicine because… http://www.youtube.com/watch?v=T0w9yIc76zo …evidence-based medicine (EBM) does not always answer all the questions we have…. Dr. Scott Strayer What do you think about Dr. Stryer’s view of social media? 3 Giustini, Grajales III, Hooker | Cochrane Canada Symposium Workshop 2011
Where are you on social media? http://www.flickr.com/photos/7855449@N02/2791563502/in/set-72157606844282993/
e.g., CDC Social Media Toolkit Image: http://bit.ly/9YxYtV 6 Giustini, Grajales III, Hooker | Cochrane Canada Symposium Workshop 2011
Social media in health care in Canada “…social networks hold considerable potential value for health care organizations because they can be used to reach stakeholders, aggregate information and leverage collaboration …” Deloitte’sSocial Networks in Health Care
So… what is web 2.0? “‘Web 2.0’ describes a change in the way people interact with information online, moving from passive consumption to active creation of content.” Scanfeld, D., Scanfeld, V., Larson, E.L. “Dissemination of health information through social networks: Twitter and antibiotics.” American Journal of Infection Control. April 2010; 38(3),182-188.
What is web 2.0? Web 2.0 applications are called social media
Popular: Twitter had “1460% increase between June 2008 and June 2009
Open“space[s] for the informal sharing of health information and advice
Social media provides a way to:
Connect to the public: Organizations are maximizing quick messages to get their news and info out to highly targeted audiences.
Correct inaccuracies: Twitter “demonstrate[s] the reach of this medium for dissemination of both valid and invalid information. It is important for health professionals to have some understanding of social media and the nature of health-related information shared on them.”
Scanfeld, D., Scanfeld, V., Larson, E.L. “Dissemination of health information through social networks: Twitter and antibiotics.” American Journal of Infection Control. April 2010; 38(3),182-188.
Social media… “….will almost certainly influence health behaviors.Health is a logical area in which individuals will want to seekopinions from others and communicate their experiences. In thisnew era, public health officials need to learn how to more effectivelylisten to these messages and, simultaneously, develop more livelyand engaging messages themselves to communicate with the public.” Wilson & Keelan. Coping with Public Health 2.0 http://www.cmaj.ca/cgi/content/full/180/10/1080
What is social media? “…social media refers to tools that enable collaboration, two-way interaction and sharing – also known as web 2.0 services that contain text, images, audio and video… some popular tools are blogs, wikis, Twitter and …?” How can we work towards an evidence-informed use of social media? Image: http://bit.ly/c2Hbi0 12 Giustini, Grajales III, Hooker | Cochrane Canada Symposium Workshop 2011
What’s a blog? …blog is short for “weblog” – a free, easy-to-publish website where bloggers post information & essays in sequential order A recent, peer-reviewed article surveying medical bloggers said: Blogs stimulate discussion, open enquiry and lifelong learning “Medical bloggers are highly educated and devoted writers, faithful to their sources and readers. Sharing practical knowledge and skills as well as influencing how people think are major motivators for bloggers. [They] frequently pick up stories from the mainstream media… [and] influence medical and health policy” Kovic, JMIR 2008 Image: Blogs 13 Giustini, Grajales III, Hooker | Cochrane Canada Symposium Workshop 2011
A wiki is… …a communal website where content can be quickly & easily edited. Wikis support collaboration & information-sharing; feature multimedia such as video, slides, photographs & allow anyone to edit whereas others are password-protected….
Dieting in Second Life Increases awareness about the health effects and consequences of eating fast food
Difficulties with web 2.0 “Web 2.0 facilitates both expert and general public communicationof health-related knowledge, which can be particularly problematicfor public health authorities. …it juxtaposes vettedscientific opinion against information from critics, crusadersand conspiracy theorists, which undermines the critical foundationof trust between public health officials and the public. Thistrust is necessary for activities that sometimes require restrictionson individual liberties …for thebenefits of the population.” Kumanan Wilson, MD MSC and Jennifer Keelan, PhD. Coping with Public Health 2.0, http://www.cmaj.ca/cgi/content/full/180/10/1080
Get to know IT staff for knowledge and firewalls
POST Method A four-step approach to devising a social media strategy P People …with whom do you want to communicate? O Objectives …what do you want to accomplish? S Strategy …how will you ensure your strategy will be successful? T Technology …which tool (or tools) will you try? POST is taken from “Groundswell: Winning in a World Transformed by Social Technologies” by Li and Bernoff http://forrester.typepad.com/groundswell/2007/12/the-post-method.html 45 Giustini, Grajales III, Hooker | Cochrane Canada Symposium Workshop 2011