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Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
Social media and cancer communities
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Social media and cancer communities

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In this talk I gave at the American Society of Clinical Oncology's annual meeting, I discuss the nature of online cancer communities. I focus on Twitter and the use of hashtags in particular. I also …

In this talk I gave at the American Society of Clinical Oncology's annual meeting, I discuss the nature of online cancer communities. I focus on Twitter and the use of hashtags in particular. I also discuss the value of RSS, LinkedIn and how to go about choosing where oncology professionals may want to devote their energies.

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  • Change.org petition asking CMS to cover LDCT screening
    - acquired ~8300 signatures in 3 weeks with no robots
  • Hashtags let you “narrowcast” and create communities based upon interest
    - Why shouldn’t every disease have ability to create community?
  • Transcript

    • 1. SOCIAL MEDIA AND CANCER COMMUNITIES Matthew Katz, MD Considerations in Clinical PracticeJune 2, 2014
    • 2. Conflict of Interest  External advisor, Mayo Clinic Center for Social Media  Communications Committee, Massachusetts Medical Society  No financial links, leadership position with any healthcare or social media company
    • 3. Overview  Social Media  Definition  Risks and Benefits in Medicine  Cancer Communities  Definition and Types  Focus on Twitter, LinkedIn  How it enhances your practice  Communication  Collaboration  Summary
    • 4. Definition of Social Media “Social media are web-based tools for interaction that, in addition to conversation, allow users to share content such as photos, videos, and links to resources” -- Meredith Gould, The Social Media Gospel
    • 5. Risks of Social Media  Patient  Loss of boundaries  Misinterpreted/bad communication  Professional  Reputation  Malpractice  Personal  Split personality (personal/professional)  Burnout
    • 6. Benefits of Social Media  Patients  Coordinate Care  Improved communication  Career  Networking  Education  Career Opportunity  Reputation Management  Research  Collaboration  Funding
    • 7. Definition of Community  A feeling of fellowship with others, as a result of sharing common attitudes, interests and goals. Source: Oxforddictionaries.com http://bit.ly/1ew9g9F
    • 8. Brave New World  Geography doesn’t matter as much as internet access  Communities are defined by interest, not location  New dynamics for previously isolated people
    • 9. POST Methodology People: Know your audience. Objectives: Define goals/endpoints. Strategy: Plan how you want to interact with others online. Technologies: Pick a platform that works for your strategy. Source: Forrester Research http://bit.ly/1nm0KtN
    • 10. Most Efficient = RSS
    • 11. Online Community Life Cycle Young C, JMIR 2013 http://1.usa.gov/1lYG9yb
    • 12. Patient-oriented  Nonprofit  American Cancer Society http://bit.ly/1thFA4e  ASCO http://cancer.net  Macmillan Cancer http://bit.ly/1eHefEe  LIVESTRONG http://bit.ly/RuBGqx  NCI’s LiveHelp http://1.usa.gov/1f1SfPx  For profit  smartpatients.com  talkabouthealth.com  healthtap.com  Live chats  Twitter.com
    • 13. Social Networks for Professionals
    • 14. Twitter  Microblogging platform  140 character limit  Founded 2006  2007: 4000 tweets daily  2014  255 M active users, 1 billion registered  11% of Americans tweet at least once a month  80% of world leaders have an account Source: Expanded Ramblings, http://bit.ly/1wTe2E4
    • 15. Rapid growth of professionals on Twitter • Now ~75,000 healthcare professionals online • 152,000 tweets/day Creation Pinpoint, http://bit.ly/1hU6Kqd http://bit.ly/QOJqCy
    • 16. Source: Creation Pinpoint, http://bit.ly/QOJqCy Where are they?
    • 17. Cancer on Twitter Organization Twitter Handle Followers World Health Organization @WHO 1.2 M Mayo Clinic @MayoClinic 754 K American Cancer Society @AmericanCancer 457 K Health Human Services @HHSGov 369 K Science Magazine @ScienceMagazine 249 K NEJM @NEJM 177 K Lancet @TheLancet 111 K National Cancer Institute @theNCI 51 K Institute of Medicine @theIOM 31 K MD Anderson @MDAndersonNews 26 K ASCO @ASCO 24 K AACR @AACR 18 K RSNA @RSNA 14 K American College of Surgeons @AmCollSurgeons 14 K Twitter data, March 29, 2014
    • 18. How to start on Twitter* * Applies to most platforms
    • 19. Hashtags on Twitter  Used to identify specific data  Twitter started using for trending topics in 2010  “Narrowcasting” on a channel – but interactive  Can coordinate live chats on a specific topic Source: weknowmemes.com http://bit.ly/1lwUQ7S
    • 20. #bcsm – Breast Cancer & Social Media  Started July 4, 2011  Organized by two breast cancer advocates and joined by breast surgeon to moderate weekly chats  Focus on advocacy, survivorship, support, metastatic breast cancer, new research
    • 21. #BCSM Activity, March 2014 Source: Symplur.com
    • 22. Current cancer chats Tweet chat When Tweets in 2013 #bcsm Monday, 8 PM CST 84391 #btsm 1st Sunday, 9 PM CST 49077 #gyncsm 2nd Wednesday, 8 PM CST 4374 #lcsm Every other Thursday, 7 PM CST 32339 Source: Symplur.com Tweet disclaimer used on #gyncsm http://gyncsm.blogspot.com/p/tweet-disclaimer.html
    • 23. #LCSM Growth Source: Symplur.com
    • 24. Source: Symplur.com, http://bit.ly/1cAmuR7
    • 25. Source: International Urology Journal Club, http://bit.ly/1io3Fx9
    • 26.  Mainstream  Professional  Default = positive spin  Lots of industry exposure  Helpful for  Showing expertise  Networking and job search  Not as focused as doctor-oriented social networks
    • 27. Share Your Expertise http://slidesha.re/1hTBgk7
    • 28. How It May Enhance Practice  Better understanding of our patients  Concerns  Hot topics that come up in clinic  May enhance communications skills  Collaboration  EMR or 3rd party HITECH/HIPAA compliant communications tools  May help with clinical and basic science research  Reputation/Brand Management
    • 29. One of many options
    • 30. Where to start  RSS feed  Find a way to bring interesting content to you  Sign up for DISQUS commenting system  LinkedIn.com  Twitter.com  Learn the ropes and listen first  Content curation, creation can follow later
    • 31. Summary  Social media are pervasive, powerful communications tools  Social media fluency is a skill or tool in medicine  Require some time to learn, but little technical skill needed  You can find communities online that enrich your life and your practice of medicine
    • 32. Thank you  ASCO  Don Dizon et al.  All my teachers, online and in person

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