Debunking Myths About Generational Use of Social Media and Health Care

Debunking Myths About Generational Use of Social Media and Health Care Kevin A. Clauson, Pharm.D. Associate Professor

Learning Objectives • Define and differentiate between Web 1.0 and Web 2.0. • Identify characteristics associated with each of the major Generations. • Explain how social media is changing the roles of, and interactions between, healthcare professionals.

Learning Objectives • Discuss methods to implement social media in clinical practice settings. • Explore the role of social media in the participatory medicine model.

Evolution of the Web • Web 1.0 (one-way Web)  Static, pull • Web 2.0 (two-way Web)  Dynamic, push  Collaborative, participatory • Web 3.0/3D/Semantic Web (TBD)

http://socialnomics.net/2009/08/11/statistics- show-social-media-is-bigger-than-you-think/

Navigating Social Networking

Microblog/Social Networking "small-scale form of blogging, generally made up of short, succinct messages” “used to share news, post status updates and carry on conversations” - Mike Templeton Science 2.0 for TEL workshop at ECTEL09

What about the Dunbar Number? What about the Dunbar Number? Behavioral and Brain Sciences 1993; 16 (4):681-735.

Other Social Media Tools

17% of all time spent online in 2009 was on social networking sites! Nielsen – August 2009

19% of all adults online used Source: Pew Internet & American Life Project Survey 2009

Online Health Information Behaviors Do not seek 39% Seek 61% Source: Pew Internet & American Life Project 2009

Silent Baby Generation Generation Generation Generation Boomers X Y Z Birth Dates 1900-1946 1947-1964 1965-1982 1983-1991 1992-2010 Description Greatest Me Latchkey Millenials Net Generation Generation Generation Generation Attributes Self- Workaholic Skeptical Hopeful Digital sacrifice natives Likes Respect for Work Ethic Work-life Public Online authority balance activism socializing Dislikes Waste Laziness Red tape Anything Lack of slow connection Educating the Net Generation, 2005.

Which members of this family are most likely to use Twitter?

Social Silent Baby Generation Generation Generation Network Boomers X Y Z Use by (%) (%) (%) (%) (%) Generation (among users) Facebook 90 73 76 65 61 MySpace 23 30 57 75 65 Twitter 17 13 18 14 9 LinkedIn 4 13 13 9 0 Anderson Analystics/eMarketer

What is the #1 reason people join social networking sites across ages?

Reasons Silent Baby Generation Generation Generation Total Social Boomers X Y Z Network (%) (%) (%) (%) (%) (%) Users Joined Keep in 57 62 71 82 93 75 touch w/friends For fun 30 38 51 61 91 55 Keep in 51 47 40 40 27 41 touch w/family Invited by 60 46 30 22 22 30 someone I knew Keep in 10 12 27 40 39 30 touch w/ classmate Anderson Analystics/eMarketer

Which one represents the fastest growing group of Facebook users?

Online Fathering: Use of Facebook in Combat-Deployed Troops Use of social media can assist with restoring balance to protector & provider roles; creating healthy reunions Nurs Res 2010;59(1):11-7.

Maternal Instinct Meets Facebook http://www.youtube.com/watch?v=yu4zMvE6FH4

MYTHS & TRUTHS ABOUT: Recruiting, Evaluating, and Interacting

45% of hiring managers use social networking sites to screen candidates Harris Interactive/CareerBuilder Survey 2009

Data Mining Companies scour social media sites to find and aggregate information on individuals Results used to infer behavioral patterns and impact decisions about: employment, health insurance coverage, credit rates Can also be used benevolently to help prevent fraud, etc. http://mashable.com/2010/03/02/data-mining-social-media

By the time today‟s new employee is 38 years old, they‟ll have held 10-14 jobs

The #1 English Speaking Country is…? http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html

MYTHS & TRUTHS ABOUT: Use of Social Media in Provision of Healthcare

Hospitals and Web 2.0 Tools 557 Hospitals 430 Twitter 336 Facebook 254 YouTube 70 Blogs Source: ebennett.org/hsnl

Department of Defense 109 Facebook 93 Twitter 47 Blogs 45 YouTube 36 Flickr Source: defense.gov

Pharmacists (28%) used Wikipedia for drug information Only 1/3 who used it, realized anyone can edit Wikipedia Ann Pharmacother 2009;43(11):1912-3.

Advice to Connect with Patients via Facebook? Fam Pract Manag 2009;16(6):31.

140 Uses for Twitter in Healthcare philbaumann.com http://bit.ly/KiyS

Content Analysis of Pharmacist Microblog Communication Mark Hawker Dianexy Beltran, Remberto Espinosa, Yohanna Morejon, Yeney Ramos

Good Bad

MYTHS & TRUTHS ABOUT: Generational Gaps and Social Media Disconnects

Pharmacy Students & Facebook Study 57% said it was unfair to use Facebook content for evaluations AJPE 2009;73(6):article 104.

Facebook Gone Wild! 44.5% of medical students and residents (n=813) at UF had a Facebook account J Gen Intern Med 2008;23(7):954-7.

Facebook Study at UF - Profiles 70% contained pictures of drinking 10-50% „excessive‟ Findings driving changes in policy J Gen Intern Med 2008;23(7):954-7.

Online Posting of Unprofessional Content by Medical Students 60% unprofessional: 38% sexually suggestive, 13% patient confidentiality JAMA 2009;302(12):1309-15.

Study of pharmacy residency directors found generational correlation for beliefs about social media being „fair game‟ in evaluating prospective candidates

Two Things To Keep in Mind with and Stent Advert Chose social media channel used by younger generations for condition affecting older generations $7500 investment for video generated >249,000 views and >180% increase in site traffic www.thespanner.com

YouTube Spanning Generations http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE

MYTHS & TRUTHS ABOUT: Participatory Medicine

Participatory Medicine Patient driven changes to healthcare system ePatients engaged and actively seek information Transformation from paternalistic to participatory http://participatorymedicine.org/

What Type of Patient Is This?

“As opposed to the doctor-centric, curative model of the past, the future is going to be patient-centric and proactive.” Elias A. Zerhouni, M.D. Former Director of the National Institutes of Health (2002-2008)

MYTHS & TRUTHS ABOUT: Risks with Social Media

53% of employees believe what they do on social networking sites is none of their employer‟s BEESWAX Deloitte LLP 2009 Ethics & Workplace Survey

How To Lose a Job in 140 Characters or Less theconnor Connor Riley

Two hospital staff were fired after a nurse appeared on Facebook in „a revealing pose‟ …the picture also showed a patient in the background NursingTimes.net February 2009

Eight percent of companies have Fired Employees due to issues with social media sites www.proofpoint.com

Pharmacists, educators, and other healthcare professionals are facing decisions about online „friend requests‟ from patients and students NEJM 2009;361(7):649-51.

to warn? Is there a duty Clauson, et al. AJHP in press

Summary Points  Generational differences can dictate social media use and preferences  Social media is not a panacea – it is simply another avenue  Opportunities for healthcare and federal organizations exist, but should be balanced with risks

Twitterverse & Blogosphere Acknowledgements Phil Baumann Ed Bennett Dave deBronkart Joan Dzenowagis Carsten Evans Mark Hawker Susannah Fox Karl Fisch Sydney Jones Amanda Lenhart Erik Qualman Jonathan Richman

Images • http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/ • http://www.facebook.com • http://www.myspace.com • http://www.ning.com • http://www.linkedin.com • http://www.hi5networks.com/blog/ • http://malefis.u-strasbg.fr/site/images/homer-brain.jpg • http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time.aspx • http://newmexicoindependent.com/wp-content/uploads/2008/12/twitter-art.jpg • http://www.youtube.com/watch?v=yu4zMvE6FH4

Images • http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html • http://www.cdc.gov/SocialMedia/ • http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/ • http://www.facebook.com/TRICARE • http://twitter.com/search/users?q=Walgreens&category=people&source=find_on_twitter • http://www.myspace.com/mayoclinic http://holydogwater.files.wordpress.com/2007/10/borat-greatsuccess.jpg • http://media.photobucket.com/image/drunk%20student/silverbeam/A%20CSM%20Blog/Drunk.jpg • http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE • http://en.wikipedia.org/wiki/File:Elias_Zerhouni_close-up_official_photo.jpg

Images • http://www.slideshare.net/jeffhilimire/what-the-hell-is-twitter-revised-1792867 • http://twitter.com/rxmeds96/status/7146180932 • http://www.facebook.com/home.php#/group.php?gid=29564338647&ref=search&sid=1051950779.170 3015908..1 • http://tweetphoto.com/671561 • • http://www.flickr.com/photos/dosik/118828513/ • http://www.flickr.com/photos/the_brownhorse/2553314429/ http://www.pharmqd.com If thumbnail/URL not present, image has been purchased/licensed Expanded slidedeck images can be found under notes tab

Recommended Resources Generation-specific Information • Pew Internet & American Life Project – http://www.pewinternet.org/topics/Generations.aspx Social Media Information • Commoncraft Videos – http://www.commoncraft.com/ • Mashable – The Social Media Guide – http://mashable.com/ • SMUG University – http://social-media-university-global.org/

Contact Information Kevin A. Clauson, PharmD Email: clauson@nova.edu Twitter: @kevinclauson URL: http://unhub.com/kevinclauson

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Debunking Myths About Generational Use of Social Media and Health Care

by Kevin Clauson on Mar 11, 2010

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Debunking Myths About Generational Use of Social Media and Health Care — Presentation Transcript