Albert Einstein College of Medicine: Navigating Social Media


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Presentation of Albert Einstein College of Medicine social media policies by Paul Moniz and David Flores. Overview of Facebook, YouTube, Twitter use and policies. More info at

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Albert Einstein College of Medicine: Navigating Social Media

  1. 1. Overview, Official Guidelines and Best Practices<br />Paul Moniz, Director of Communications and Marketing<br />David Flores, Social Media Manager<br />
  2. 2. What Are We Talking About Today?<br />Strategy<br />Einstein Social Media Milestones<br />How Social Media is Being Used in Science/Healthcare<br />Review of Social Media Guidelines<br />Privacy<br />What’s in it for YOU <br />Science at the heart of medicine<br />
  3. 3. DCPA Social Media Strategy and Rollout <br />YouTube: April 2009 Visual, Expert Insight, Impact<br />19,323 visitors:89,008 views<br />Nearly 5 videos per unique visitor<br />Most Popular: SuperAgers, Harris Goldstein Immunology Lecture<br />358 Subscribers<br /><ul><li>LinkedIn: Dec. 2009: Brand awareness/networking/recruiting </li></ul>1,009 employees/3,000 <br />Most engaged: avg. 5.3 pages vs. 2.7 Facebook <br />Science at the heart of medicine<br />
  4. 4. DCPA Social Media Strategy and Rollout<br /><ul><li> Twitter: Jan. 2010 : Influencers, Mavens</li></ul> 1,896 Followers<br />Influentials: journalists, healthcare/patient advocates, politicians,<br /> decision makers<br />#2 among medical schools, according to Klout: #1 Stanford, #3 Johns Hopkins, #4 Duke<br />Facebook: May 2011: Conversation, Community, Evangelism<br /> 342+ “likes”<br />Medical colleges/research organizations, Bronx community, civic groups<br />Science at the heart of medicine<br />
  5. 5. Official Einstein Twitter Feed: Est. Jan. 2010>1896 followers, on 157lists, 6095 tweets, avg 10 tweets per day <br />Science at the heart of medicine<br />Other OfficialTwitter Feeds<br />@EinsteinMedicin<br />@AE_CancerCenter<br />@EinsteinPhD<br />@EinsteinLibrary<br />@EinsteinStudies@EpgntxEinstein@myalbertcbe<br /> <br />
  6. 6. Twitter Engagement <br />Guest-moderated MDchat, 1st online chat for M.D.s <br />Co-hosted diabetes twitter chat<br />Partnered with National Alzheimer’s Assn./MDchat on chat with younger-onset early stage patients<br />Science at the heart of medicine<br />
  7. 7. Einstein Facebook Page: Est. May 2011342 fans, 74,729 users exposed to the page<br />Science at the heart of medicine<br />Average monthly active users (posting comments, likes) doubled since June<br />
  8. 8. Social Media ROI<br />Science at the heart of medicine<br /><ul><li>Stronger relationships with key journalists/influencers
  9. 9. Access to “players” in important sectors
  10. 10. Continuous learning and exposure to best practices
  11. 11. Forging key off-line relationships
  12. 12. Invitations to conferences, events, in-person meetings
  13. 13. Extending geographic reach for Einstein brand</li></li></ul><li>Science at the heart of medicine<br />Why Social Media Matters<br /> “Man owes his strength in the struggle for existence to the fact that he is a social animal.”<br /> -Albert Einstein<br /><ul><li>Average Facebook user has 130 friends *
  14. 14. More than 1 billion tweets per week *
  15. 15. 1 of every 6 hours spent online**</li></ul>*Figures reported by Facebook and Twitter, respectively** According to comScore, research<br />
  16. 16. How Can Social Media Help YOU? <br />Learn of new developments in your field<br />Form communities of interest<br />Join conversations/share opinions/generate ideas<br />Publicize projects<br />Move audiences to action <br />Science at the heart of medicine<br />
  17. 17. SM: A Disease-Fighting Data Tool?<br />Science at the heart of medicine<br /><ul><li>Playboy Mansion attendees of party sponsored by DomainFest Global Conference report flu-like symptoms on Facebook
  18. 18. Attendees dub illness “Domainerflu”
  19. 19. L.A. County officials used Facebook to inform victims of where to seek treatment
  20. 20. Social media descriptions helped officials determine that Legionnaires' disease was the cause </li></ul>“The way that information moves is very similar to the way disease moves.” <br />- Dr. David Fisman, epidemiologist University of Toronto in the NY Times article “Social Media Join Toolkit for Hunters of Disease”<br />
  21. 21. A Tool for Patients <br />More than 80% of Americans online for healthcare information*<br />1 in 4 Internet users has watched an online health video** <br />32% say trust in social media is “very high” ** <br />1 in 5 Americans use social media to make healthcare decisions **<br />* Pew Internet & American Life Project survey, published fall of 2010<br />** February, 2011 study by National Research Corp. surveying 22, 877 adults <br />Science at the heart of medicine<br />
  22. 22. Einstein Social Media Guidelines<br />Purpose of Social Media Guidelines<br />Encourage legal and responsible use <br />Provide guidance for faculty, staff, students<br />Explain how to create official accounts<br />Provide guidance on personal use of SM<br />Science at the heart of medicine<br />
  23. 23. Creating University-approved SM Accounts<br />2 administrators (1 in management)<br />Both must have social media experience<br />We can post items, if requested<br />About official accounts<br /><ul><li>Must have university approval
  24. 24. Previously created accounts grandfathered
  25. 25. Application link found in Social Media Primer and Guidelines</li></ul>Science at the heart of medicine<br />
  26. 26. Einstein Clinical Trials Recruitment on Twitter<br />Science at the heart of medicine<br /><ul><li>Posts must comply with IRB guidelines
  27. 27. Posts can link to studies ads or information
  28. 28. Administered by Eileen Shore (
  29. 29. See details in social media primer</li></li></ul><li>Social Media Primer<br />Simplified version of official guidelines<br />Explains and encourages social media use<br />How university approved accounts are created<br />Tips on using social media wisely<br />Links to social media resources<br />For beginners and experienced social media users<br />Science at the heart of medicine<br />
  30. 30. Privacy: HIPAA and Social Media <br />Same rules apply online and offline<br />Photos and descriptions especially troublesome<br />General advice okay but caution advised<br />Presume all social media conversations are public<br />Social media: a giant glass elevator – never know who is listening<br />Science at the heart of medicine<br />
  31. 31. Your Privacy<br />Be aware and alert; not afraid<br />Privacy varies from network to network<br />Caveat: Network changes=privacy changes<br />Find and check settings regularly for new options<br />Monitoring is always an option: promotes learning<br />Science at the heart of medicine<br />
  32. 32. Choosing Privacy<br />Choices you make here will affect who can see your public profile and contact information<br />Science at the heart of medicine<br />
  33. 33. What Privacy Settings Mean for YOU<br />Science at the heart of medicine<br /><ul><li>Limit what individuals/organizations know about you
  34. 34. Ability to selectively hide pictures and updates
  35. 35. Separate private and public lives
  36. 36. If in doubt, create personal and professional accounts</li></li></ul><li>So What Does Privacy on Social Media Look Like?<br />With almost every privacy setting turned on in Facebook, this is what a stranger sees. <br />Science at the heart of medicine<br />
  37. 37. Reputation in Social Media<br />Science at the heart of medicine<br />Conversations are already happeningabout you<br />Ratings sites can help determine how well you’re doing on social media<br />Never respond when angry, commentslast indefinitely<br />Response is reputation <br />The Gossips by Norman Rockwell, 1948<br />
  38. 38. Social Media FAQs: <br />Q: What information will be shared about me if I a page?<br />A: Your privacy settings determine what’s revealed <br />Q: Why should I like a page? <br />A: To be able to comment and post on a page and engage in conversation <br />Science at the heart of medicine<br />
  39. 39. Social Media FAQs: <br />Q: What does “following” someone mean?<br />A: Following allows you to see - in real time - the messages posted by a given account<br />Q: Why bother following those who don’t follow you back?<br />A: Following someone whose work you’re interested in may lead to finding more information through their tweets<br />Science at the heart of medicine<br />
  40. 40. 5 Quick Tips<br />Be helpful<br />Be professional<br />Be alert<br />Be consistent<br />Be yourself<br />Science at the heart of medicine<br />
  41. 41. For More Information… <br />Science at the heart of medicine<br /><br /><br />
  42. 42. Official Guidelines and Best Practices<br />Paul Moniz, Director of Communications and Marketing<br />David Flores, Social Media Manager<br />