Social Networking: <br />The Role of New Media in <br />Member Education +<br />Mobilization + Patient Prevention<br />Sou...
Full Disclosure:<br />I’m not a doctor.<br />And I don’t play one on TV.<br />But I am a social scientist.<br />And I am p...
Theory<br />
?<br />transparency<br />anonymity<br />authenticity<br />intimacy<br />Facebook overtakes MySpace in unique monthly visit...
Anonymity<br />Think chat rooms, hater comments and CEO of Whole Foods<br />
Transparency<br />This has become du jour, but is it always realistic? Should it be?<br />
Authenticity<br />Triangulation through:<br /><ul><li>  multi-platform participation
  multi-email (e.g., work / university)
  self-identification
  friend  / collegial / familial networks</li></li></ul><li>Intimacy<br />In-to-me-see; <br />evokes closeness, vulnerabil...
Q: The Future? A: Translucency<br />2010 and beyond: Respect for privacy combined with honesty; response to feeling of “TM...
3 Things People Often Forget in Social Media<br />
1<br />Incentives – what’s in it for me?<br />
2<br />Engagement – are you talking at me, or with me?<br />
3<br />Nurture – social media is a pet, not furniture.<br />
3 Things Social Media Can’t Do<br />
1<br />Succeed without buy-in from the entire organization<br />Content Credit: B.L. Ochman&apos;s blog: “10 Things Social...
2<br />Produce meaningful, measurable results quickly<br />Content Credit: B.L. Ochman&apos;s blog: “10 Things Social Medi...
3<br />Be done by &quot;kids&quot; who &quot;understand social innately&quot;<br />Content Credit: B.L. Ochman&apos;s blog...
Building Your Strategy<br />
How Search Engines Rank Content<br />Organization’s <br />Website<br />
Search<br />Content<br />Social<br />Search<br />Community<br />Social Media<br />
How to Build an Integrated Strategy<br />Blogger Engagement<br />= STORIES<br />Traditional Media PR<br />= STORIES<br />“...
Contact<br />
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The Role of New Media in Member Education + Mobilization and Patient Prevention

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This is a presentation that I prepared as a part of a larger panel on "The Role of New Media in Member Education + Mobilization + Patient Prevention." I shared the stage with Tad Fisher (EVP of the Florida Academy of Family Physicians) and June Deen (Director of Advocacy for the American Lung Association). While medicine and health is not my specialty, genuine engagement through social media is. So that's what I talked about.

I had the pleasure of meeting Tad earlier in the fall, where I delivered a talk to the folks at FAFP in Jacksonville, FL; presentation here http://bit.ly/FAFP-October09).

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The Role of New Media in Member Education + Mobilization and Patient Prevention

  1. 1. Social Networking: <br />The Role of New Media in <br />Member Education +<br />Mobilization + Patient Prevention<br />Southeast Medical Society Meeting<br />Atlanta, GA | December 3,2009<br />Leslie Bradshaw<br />Director of Engagement | New Media Strategies<br />
  2. 2. Full Disclosure:<br />I’m not a doctor.<br />And I don’t play one on TV.<br />But I am a social scientist.<br />And I am passionate about social media.<br />
  3. 3. Theory<br />
  4. 4. ?<br />transparency<br />anonymity<br />authenticity<br />intimacy<br />Facebook overtakes MySpace in unique monthly visitors<br />Twitter is #3 most-visited social network<br />2010<br />1996<br />1999<br />2001<br />2004<br />2005<br />2006<br />2008<br />2009<br />184 million blogs counted worldwide<br />Blogging rises in popularity<br />Wikipedia is most popular reference site online<br />First online bookmark launched: iList<br />YouTube expands rapidly, acquired by Google<br />The first hosted blog tools launched<br />Social Bookmarking takes off<br />
  5. 5. Anonymity<br />Think chat rooms, hater comments and CEO of Whole Foods<br />
  6. 6. Transparency<br />This has become du jour, but is it always realistic? Should it be?<br />
  7. 7. Authenticity<br />Triangulation through:<br /><ul><li> multi-platform participation
  8. 8. multi-email (e.g., work / university)
  9. 9. self-identification
  10. 10. friend / collegial / familial networks</li></li></ul><li>Intimacy<br />In-to-me-see; <br />evokes closeness, vulnerability, feeling, minutiae, being there<br />Watch this video: http://bit.ly/7nLcpg<br />
  11. 11. Q: The Future? A: Translucency<br />2010 and beyond: Respect for privacy combined with honesty; response to feeling of “TMI”<br />
  12. 12. 3 Things People Often Forget in Social Media<br />
  13. 13. 1<br />Incentives – what’s in it for me?<br />
  14. 14. 2<br />Engagement – are you talking at me, or with me?<br />
  15. 15. 3<br />Nurture – social media is a pet, not furniture.<br />
  16. 16. 3 Things Social Media Can’t Do<br />
  17. 17. 1<br />Succeed without buy-in from the entire organization<br />Content Credit: B.L. Ochman&apos;s blog: “10 Things Social Media Can&apos;t Do” and Jenni Brand, Bastille Marketing<br />
  18. 18. 2<br />Produce meaningful, measurable results quickly<br />Content Credit: B.L. Ochman&apos;s blog: “10 Things Social Media Can&apos;t Do” and Jenni Brand, Bastille Marketing<br />
  19. 19. 3<br />Be done by &quot;kids&quot; who &quot;understand social innately&quot;<br />Content Credit: B.L. Ochman&apos;s blog: “10 Things Social Media Can&apos;t Do” and Jenni Brand, Bastille Marketing<br />
  20. 20. Building Your Strategy<br />
  21. 21. How Search Engines Rank Content<br />Organization’s <br />Website<br />
  22. 22. Search<br />Content<br />Social<br />Search<br />Community<br />Social Media<br />
  23. 23. How to Build an Integrated Strategy<br />Blogger Engagement<br />= STORIES<br />Traditional Media PR<br />= STORIES<br />“snackable” content<br />trusted sources<br />vrooooom, goes fast<br />
  24. 24. Contact<br />
  25. 25. This presentation can be found here:<br />http://SlideShare.net/LeslieBradshaw<br />
  26. 26. Let’s stay in touch…<br />Leslie A. Bradshaw<br /> Email: LeslieB@alumni.UChicago.edu<br /> Longer form writings, thoughts: http://lesliebradshaw.com<br /> In the moment: http://twitter.com/LeslieBradshaw<br /> Friends, family, colleagues: http://Facebook.com/LeslieBradshaw<br /> Digital CV: http://LinkedIn.com/in/LeslieBradshaw<br /> Industry PowerPoints: http://slideshare.net/LeslieAnn44 & http://slideshare.net/LeslieBradshaw<br />
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