How social media is changing the learning landscape final


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Slides from the social media session at the 2012 Alliance for Continuing Education in the Health Professions Medical Specialty Societies Member Section Meeting. August 8 & 10, Rosemont, IL and Alexandria, VA.

Developed by Anne Grupe, Scott Bradbury, and Dino Damalas, with credit to Brian McGowan.

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  • ICEBREAKER:It’s always a little disconcerting to realize the only thing standing between you (as an audience) and the end of the day, is me.How many people have used one of the following: Facebook, Twitter, LinkedIn, YouTube?How many people have used those thing for personal uses?How many for professional uses?How many think your docs are using them?
  • ICEBREAKER:It’s always a little disconcerting to realize the only thing standing between you (as an audience) and the end of the day, is me.How many people have used one of the following: Facebook, Twitter, LinkedIn, YouTube?How many people have used those thing for personal uses?How many for professional uses?How many think your docs are using them?
  • All those things I mentioned are part of what we call social media Social media = tools (web sites and applications) that support social networking Lot’s of confusion over attempts to define. One recent survey of the literature identified 46 unique definitions of social media across 44 articles of Health 2.0/Medicine 2.0 publications We are going to focus today on the networking aspect of social media
  • Data is all scrambled on how physicians are using Social MediaWe are not always good at asking the right questionsOften mixing professional and personal use, not offering clear definitions
  • Study from the American College of Surgeons, 2010
  • From American Medical News article, September 2011 – scrambled eggs!!The data, collected by Dr. Bosslet between February and May 2010 and posted more than a year later on the Journal of General Internal Medicine site, found that 41.6% of doctors use social media sites.However, between April and May 2011, research and consulting firm Frost & Sullivan found that 84% of doctors use social media for personal purposes. Then in August, nearly 90% of physicians reported that they used at least one social media site personally, and 67% for professional use, according to a survey by the online physician learning collaborative QuantiaMD.
  • Why care – everyone is using it – so don’t you want to stay connected to your members in every way possible?Let’s talk about value…not from an educational/CME perspective (that will come later)Let’s talk from a small business perspective…as a member specialty society trying to reach out to its members
  • Did a Tweet Chat on Monday the 13th.131 total tweetsReached 9,072 followersOver 10 people tweetedCan see stats and archive at
  • Like it or not this is how physicians are learningHappening organically
  • For this section, I’m going to provide strategies that tackle common social media barriers head-on. And for each slide, I want to know how many in the room can relate to each barrier for either yourself or your physicians and which strategies you might be willing to try…
  • How social media is changing the learning landscape final

    1. 1. Leveraging Social Networks to Add Member Value Medical Specialty Society 2012 Summer Meetings
    2. 2. Your SpeakersIn Chicago…  Scott Bradbury, AAP - @elearningCMEIn Alexandria…  Anne Grupe, ASCO - @CMEGrupe  Dino Damalas, ACC - @ddamalas(And you can also find us on LinkedIn and Google+) No, nothing to disclose…except maybe a penchant for geekiness
    3. 3. Introduction & Definitions: Social Networking Tools
    4. 4. Defining ‘Social Media’ Internet-based applications whichallow for the creation and exchange of user-generated content and includes services such as social networking, professional online communities, wikis, blogs, and microblogging.
    5. 5. The landscape
    6. 6. Blogs
    7. 7. The Big 3 • For ‘professionals’ • 900 million active users • 175 million users • Launched in 2004 • Launched in 2002 • They made a movie about it • Active CME group (6300 members) • Uses a ‘gated-access approach’ • Twitter • 500 million users • Launched in 2006 • Technically, it is a micro-blogging service • Users can send and read text-based messages of up to 140 characters known as Tweets
    8. 8. Inconsistent Data of Docs ‘Using’ SoMe Sermo 2010 Do you use ____ professionally? 2% Twitter 4% Facebook PeerView 2010 MCM 2010; unpublished
    9. 9. Misleading Data of Docs ‘Using’ SoMeDo you ‘have a Facebook account’? 64% YES 36% NOHave you ever ‘used’ Twitter?20% YES 80% NOHave you ever participated in an online health blog? 35% YES 65% NODo you ‘use’ YouTube? * ACS has a YouTube Channel 82% YES 18% NO (n~300) American College of Surgeons 2010:
    10. 10. !!%*&^## Data of Docs Using SoMe Sept. 2011
    11. 11. Where’s The Value?
    12. 12. Specific Use Case: #MSS12
    13. 13. How Social Media is Changing the Learning Landscape
    14. 14. Traditional Learning
    15. 15. What has changed? Search Social Internet Tools Networks • Large volume of clinical content • Access to content is faster / easier Finding more • Learning is not just CME important than • Instantaneous network of like-minded professionals knowing? • Content is curated by people you trust / respect “Clinical knowledge is estimated to double every 18 months. Given the massive volume of medical research, it is impossible for any physician to keep up with all new developments. A new study on a specific condition or its treatment might have been published just the day before the physician sees a patient.” “I dont need to know everything, I just need to know where to find it, when I need it”
    16. 16. Potential Pitfalls Source: xkcd -
    17. 17. The path to learning is no longer a straight line.. Watch Tutorial Email Wikipedia Take Activity Read Blog Search Product Read Review Article Discussion Instant Board Message Like Us On Facebook Read Twitter Download Post eBook App Web Site
    18. 18. Value in Participating in Social Networks• source of information to find out about WHY? industry events and trends• source of interesting facts, news, and opinions about issues shared by professionals for you• connecting with like-minded professionals worldwide for your members• ask and answer questions• learn from experts and your peers• share resources personal learning network! BUILD your own
    19. 19. Adaptive To The Learner Visual • Charts / Graphs • Presentations • Web Conference Auditory • Podcasts • Web Conference • Skype Kinesthetic • Interactive / Rich Media • Social Network Expansion • Discover local and regional eventsBottom Line: Multiple ways to engage and learn – findwhat works best for you!
    20. 20. Strategies for Learner Adoption, Engagement & Retention
    21. 21. Barrier: Lack of Expertise Learn by Lurking  Set up profiles  Find people/organizations to follow Learn Professionally  Technology Track at 2013 ACEHP Annual Conference  Almanac Monthly Technology Tips Learn by Doing  Post a burning question  Share an article/tip/idea
    22. 22. Barrier: Lack of Time Block time on your calendar! Set email notifications Hold meetings/discussions using social media tools (more likely to show up if people areexpecting you…) Commit to reporting out to your colleagues Set a social media goal – learn something every week!
    23. 23. Barrier: Undefined Value/Lack ofIdeas Have you considered opportunities for social media in  CME  Needs Assessment, Evaluation, Linking Activities  Marketing/Communication  Activities, New Initiatives, Surveys, Abstracts/Journals  Member Retention/Networking  Networking within/across member types, Research collaborations, International networking?  What are other organizations doing? (and look beyond healthcare!)
    24. 24. Barrier: Lack of Momentum Social Media Manager? Think like a music DJ  Keep the content fresh!  Keep the big picture in mind (guest list, structure)  Pulse the information – execute your playlist  Tie social media back to your website, other sources  In the long-term, you can definitely recycle 
    25. 25. Barrier: Lack of Leader Support Identify your champions  Which volunteers are already using social media?  Be shameless about using peer pressure  Set up practical experiences to demonstrate success Build on your success
    26. 26. Slow & Steady Wins the Race! Don’t expect instant success Keep social media an option on the table Keep learning from others Plan – Do – Study – Act
    27. 27. Content & Privacy Issues
    28. 28. Losing ControlFear losing control? News Flash! You’ve already lost it!Conversations and discussions do notrequire your participation or approval tooccur - They are going to happen without you, especially if you are resistant Why not be a part of the conversation and help shape the POP QUIZ discussion? What should you do if someone posts something that is potentially damaging? A. Run to a corner and cry B. Prepare for the CME police to come get you C. Blame everything on a co-worker D. Relax and get engaged
    29. 29. Damage Control A mistake with a clever response becomes a social media PR success
    30. 30. The Positive: Broadening Visibility,Keeping Educational Interest(and staff aren’t even involved!)
    31. 31. Social Media Policies – Yes!
    32. 32. ACEHP Social Media Policy
    33. 33. Social Media Training – Yes! Set ground rules for your staff and volunteers The importance of confidentiality and privacy Consistent messaging on key Society issues Consider scripts for highly visible topics Are there no-fly zones? Separation of personal & professional profiles Anticipate guidance needed, prompt for questions that won’t otherwise get asked
    34. 34. Next Steps!
    35. 35. Post-Meeting Twitter ChatPlease join us!  Monday, August 20  1:00 – 2:00 PM EasternTopics for Discussion  Are you trying anything new?  Having any internal conversations about social media?  Made any professional connections using social media?  Have your ideas about social media changed since August 1?
    36. 36. Thank you  Have more questions? Scott - sbradbury@aap.orgAnne - Dino -