Information for health care researchers on understanding the information landscape in which they can build their own "brand" through social media and more.
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IHPI scholars social media 2022pptx
1. Creating your
personal “brand”
Kara Gavin, M.S.
Michigan Medicine Dept. of Communication/IHPI Communications
Communicating your work through social media & more
as an early-career healthcare researcher
2. Who am I?
• Michigan Medicine & IHPI Communication team
• Trained in biology, science writing & journalism
• 25+ years’ experience communicating research
at U-M & Brookhaven National Lab
3. • Find & tell stories in the areas I cover
• Handle news media inquiries
• Push stories & info out any way I can
• Help researchers communicate directly
What do I do?
4. Why does U-M have staff like me?
• Our institution’s work should reach people who care
• U-M expertise can have impact – if it reaches the right people
• Taxpayers & policymakers who fund research
need to know what they’re paying for
• Most Americans need science/medicine translated
6. IHPI’s investment:
Staff | Channels | Training
Support to get health services research out to the
world, and to connect researchers with one another
8. Your personal brand…
• NOT a logo
• Must be built, over time
• Comes from how you present yourself to the
world…and what people can find about you
• Affects how people interact with you & your work
10. For 200 years…
• Information gatekeepers:
• News media
• Entertainment & publishing industry
• Educators & librarians
• Government agencies
• Journalists as the ‘fourth estate’: a watchdog of society
• Academic research as source of expertise & new knowledge
14. Institutions use these to amplify their
experts’ work
• “Brand journalism” – build & reinforce trust
• Original stories, images, videos, podcasts & more
• Built for search engine visibility & shareability
• Social media to disseminate and engage
• Fast response to questions & controversy
15. Michigan Medicine sites:
• New stories daily
• Research news & health advice
• Aimed at professionals & public
• Jump on timely news topics
• Shared on web, social media & email
• Optimized for search engine visibility
• 10.3M total views in FY22
(July 2021-June 2022)
www.michiganhealthlab.org
www.michiganhealthblog.org
16. Use what U-M creates
and what you create
to build your brand.
17. Key tools for you:
Facebook, Doximity, Reddit, Wikipedia, YouTube, Instagram, TikTok…
Your profile on IHPI & department websites
18. Why spend the time?
• Connect with others in your field & beyond
• Raise the visibility of your work
• Share new publications, news, observations, timely links
• Engage with individuals/institutions around the globe
• Get the most out of conferences & events
• Raise awareness of what YOU are all about
19. Why else? Altmetrics!
• Embedded in most papers
• Tracks activity per DOI:
• media coverage
• social media activity
• policy documents
• Assigns a score/percentile
• See who’s engaging with your work
21. Your essentials
• A robust professional web profile
• An up-to-date LinkedIn profile
• Google yourself & set up Google
alert for your name
• Know the PR person for your area
• Look at Altmetrics for your papers
22. “Laying low”
• Lurk on Twitter & LinkedIn
• Follow conference hashtags
• Subscribe to Twitter lists
• Join LinkedIn groups
• Favorite some Reddit forums
23. Take it to the next level
• Flesh out Twitter and LinkedIn bios
• Include social links in email signature
• Post about professional activities
• Reach out to your PR person about
upcoming work or timely expertise
• Write “plain English” blurbs on papers
25. Engage more fully
• Share links/photos with your thoughts
• Salute the work/achievements of others
• Use LinkedIn’s “Write an Article” feature
• Post slide sets on SlideShare
• Be part of tweet chats, Reddit
discussions, Wikipedia editing, etc.
• On your personal social media,
be a source of truth
26. Join
• Platform to reach the public on timely topics
• Commentaries by academics, aided by editors
• Open copyright for republishing
• Routinely republished by major media outlets
• Easily shared via social media and the web
• Authors can see data on views & republishing
27. Be careful of…
• Connecting with patients on social media
• Getting too political/personal
• Especially if you want to impact policy
• Back opinions with published research
• Engaging in debates/advocacy without
understanding the platform you’re on
28. Where this can lead…
• Connect with others
• Spread knowledge
• Amplify your impact
• Keep up with new ideas
& opportunities
• Lend your voice
• Get more from
your work
• Build your brand
29. I challenge you…
• Venture onto social & web
• Learn from others
• See it as part of your career
• Build your brand so
it doesn’t get built for you!
31. More Resources
Joyce Lee, M.D.’s Slideshares on social media:
http://www.slideshare.net/joyclee/presentations
Andrew Ibrahim, M.D.’s Visual Abstract Primer
https://www.surgeryredesign.com/resources
A list of IHPI members who tweet – follow them & learn!
https://twitter.com/i/lists/154150631
32. Still More Resources!
NIH Checklist for Communicating Science
and Health Research to the Public:
http://michmed.org/EzD1O
AAAS Center for Public Engagement with Science:
http://www.aaas.org/pes
Health News Review: Health research communication:
http://www.healthnewsreview.org/toolkit/
