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Disseminating Research and Managing Your Online Reputation


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This slide deck was presented at the 2017 ACR/ARHP Annual Meeting. It provided a general overview of the topic and addresses the following learning objectives include: (1) Understand the potential and limitations of digital dissemination of research; (2)
Understand relevant health content regulations, guidelines and ethics, (3) Understand the concept of and tools for measuring the results of one’s digital efforts, and (4) Understand the concept of and tools for online reputation management.

Published in: Health & Medicine
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Disseminating Research and Managing Your Online Reputation

  1. 1. How to Disseminate Your Research and Manage Your Online Reputation Presented at: 2017 ACR/ARHP Annual Meeting Planning, San Diego, CA Katja Reuter, PhD Director of Digital Innovation and Communication, Southern California Clinical and Translational Science Institute (SC CTSI), University of Southern California (USC) Assistant Professor of Clinical Preventive Medicine, Institute for Health Promotion and Disease Prevention Research, Department of Preventive Medicine, Keck School of Medicine of USC
  2. 2. Presenter Disclosure Information Katja Reuter, PhD Southern California Clinical and Translational Science Institute University of Southern California Financial Disclosure No relevant financial relationships exist.
  3. 3. Research Roadmap Digital Scholar Develop a Research Idea Secure Funding Design a Study Start-Up a Study Find Collaborators Build your Reputation & Network Manage Your Online Reputation Collect & Manage Your Data Analyze a Study Measure your Reach & Impact Recruit Study Participants Disseminate Your Findings
  4. 4. Learning objectives 1. Understand the potential and limitations of digital dissemination of research 2. Understand relevant digital content regulations, guidelines and ethics 3. Understand the concept of and tools for measuring the results of one’s digital efforts PART 1: Online Reputation Building & Dissemination 1. Understand the concept of and tools for online reputation management PART 2: Reputation Management
  5. 5. Building an Online Profile and Digital Footprint
  6. 6. Thinking Beyond Self-Promotion “Self-promotion, is just thinking about yourself, whereas [science] marketing is trying to understand what other people want and need.” Marc Kuchner, astrophysicist at NASA, author of “Marketing for Scientists: How to Shine in Tough Times”
  7. 7. Share More than Your Research Publications Research Data & Negative Results Research Articles (Manuscripts) Presentations Images, Video, Podcasts Perspective/Thought leadership E x a m p l e s Software Code
  8. 8. Digital Distribution Channels You May Use University Institutes Departments Divisions You University Relations/News Office Mainstream Media Your News and Content Online Social Media Data Sharing Social Networks Online Publishing Slideshare Youtube Vimeo Facebook LinkedIn Yahoo Bing Google Kudos Science Open Flickr Pinterest Twitter Google+ Research Gate Bing Online Search Acedemia.e du Ocrid OA Journals Github figshare Dryad Wordpress Blogger Tumblr
  9. 9. Spoke-Hub Model Approach H U B Your Lab Website or Blog Researcher Profiling Systems Data Sharing Sites Publishing System Social Media Twitter Facebook LinkedIn Slideshare v Online Search Mobile
  10. 10. Social Networks and Profile Pages
  11. 11. Scientists on Social Networks Researcher-focused Networks ResearchGate Mendeley Research Blogging Science Exchange Figshare Dryad … Other Networks & Social Media Used by Scientists Twitter LinkedIn Facebook Wordpress Blogger Tumblr Reddit …
  12. 12. Scientists on Social Networks
  13. 13. Perspective Billie Swalla Evolutionary biologist, director of the University of Washington’s Friday Harbor Laboratories “Most of my colleagues are on ResearchGate, where I find the latest relevant papers much more easily than by following marine-biology journals. They do send you a lot of spam. In the past few months, I’ve found that every important paper I thought I should read has come through ResearchGate. Comparing myself to others using the site’s ‘RG Score’ (its metric of social engagement), I think it taps into some basic human instinct.
  14. 14. Who are the Science Stars on Twitter? List on Twitter:
  15. 15. Perspective on Using Twitter “It actually may be the most valuable time [I spend] in terms of learning things that are going on in the world of science and medicine.” Eric Topol reciprocates by daily tweeting papers, presentations, and more to his followers. Eric Topol, MD Professor of genomics, Scripps endowed chair in innovative medicine Director of the Scripps Translational Science Institute in La Jolla, California Twitter: @EricTopol 17th place, 44,800 followers, 151,281 citations, K-Index 23
  16. 16. Perspective “Consistently tweeting ongoing research at my lab has helped attract graduate students as well as two grants for science communication.” Jonathan Eisen, PhD Professor, UC Davis Genome Center; Evolution and Ecology; Medical Microbiology and Immunology; Adjunct Scientist, Joint Genome Institute Twitter: @phylogenomics 25th place, 24,900 followers
  17. 17. Perspective “I’ve heard from young women over the years who say that her tweets and blog posts encouraged them to pursue scientific careers. We could all quit Twitter and get back to writing our papers but would society really be better off? I don't think so.” Katie Mack Astrophysicist University of Melbourne, Australia Twitter: @AstroKatie 14,000+ followers
  18. 18. The Most Followed Scientists on Twitter
  19. 19. Melissa Terras Professor of Digital Humanities in, Department of Information Studies, University College London; Director of UCL Centre for Digital Humanities. Twitter: @melissaterras “What became clear to me very quickly was the correlation between talking about my research online and the spike in downloads of my papers from our institutional repository. Academics need to work on their digital presence to aid in the dissemination of their research, to both their subject peers and the wider community.” Perspective via-social-media-a-case-study-2/
  20. 20. Tweeting an Open Access Paper
  21. 21. Melissa Terras Professor of Digital Humanities in, Department of Information Studies, University College London; Director of UCL Centre for Digital Humanities. Twitter: @melissaterras “Upon blogging and tweeting, within 24 hours, there were, on average, 70 downloads of my papers. Now, this might not be internet meme status, but that’s a huge leap in interest.” Perspective via-social-media-a-case-study-2/
  22. 22. Increasing Readership Through Social Media melissa-terras/
  23. 23. Increasing Readership Through Social Media
  24. 24. Successful Approaches on Social Media  Share links: Photos, videos, infographics, tips, novel information, interesting facts, stats, quotes  Provide context, insight, and perspective  Invite questions or feedback from followers  Ask followers to do something  Answer questions  Share random thoughts  Dare to self-promote (80-20 rule)  Promote, encourage, and support others
  25. 25. Leveraging a Blog to Secure Funding Sociologist Margarita Mooney, PhD Associate Research Scientist Department of Sociology Yale University Twitter: @margaritamooney
  26. 26. Leveraging a Blog to Secure Funding Sociologist Margarita Mooney, PhD Associate Research Scientist Department of Sociology Yale University Twitter: @margaritamooney
  27. 27. Perspective Sociologist Margarita Mooney, PhD Associate Research Scientist Department of Sociology Yale University Twitter: @margaritamooney “Ever since I started using social media for engaged scholarship, I realized that funders of grants think this is an amazing thing. I incorporated social media strategy into two successful grant proposals totaling $3 million.”
  28. 28. Quantitative Impacts Sociologist Margarita Mooney, PhD Associate Research Scientist Department of Sociology Yale University Twitter: @margaritamooney B R O A D E R R E A C H Margarita Mooney’s Digital Reach 10,000 Website Visits 600-3,000 Page Views/ per blog post 5,000 Podcast Downloads 280 Twitter Followers
  29. 29. Audioslides Tool
  30. 30. Thanh-Lan Gluckman PhD student, Department of Zoology, University of Cambridge, UK “I think it is a fantastic vehicle to get the research out there. It was a great way to get the message across to busy professionals and the general public in 5 minutes with pretty pictures to make it accessible.” Perspective single-pages.pdf
  31. 31. Enrich Your Publication: Kudos
  32. 32. Perspective service-helps-researchers-boost-their-visibility-and-impact Philip Gale, Professor of Supramolecular Chemistry and Head, University of Southampton "It not only helps me improve the visibility of my papers, by highlighting them to my social network, but also provides a way of widening the audience for the work by linking a lay summary of the work to the paper."
  33. 33. How Kudos Works
  34. 34. Kudos single-pages.pdf
  35. 35. Jove: Peer Reviewed Scientific Video Journal, Example:
  36. 36. Data Sharing: Make Your Data Count Make your data research outputs available in a citable, shareable and discoverable manner. Advantages  Enhancing visibility of research  Increasing the efficiency of research due to reusability and exposure  Enabling researchers to ask new research questions and potentially further science  Promoting scientific integrity and replication  Enhancing collaboration and community-building
  37. 37. Data Citation and Licenses Use a platform that allocates a DataCite DOI at point of publication Store publicly available research outputs under Creative Commons Licenses (CC-BY license -, Use CC0 licence for datasets Use the MIT license for code
  38. 38. Example
  39. 39. Sharing Detailed Research Data is Associated with Increased Citation Rate
  40. 40. Ways to Share Research Data
  41. 41. Figshare You can share… Figures Datasets Media (including video) Papers (including pre-prints) Posters Filesets (groups of files)
  42. 42. Restrictions to Sharing Research Data
  43. 43. Is Sharing Research Data Publicly Considered Pre-Publication? Most publishers (>90% including all major publishers) NO In fact: Journals and publishers welcome research articles reporting analyses and conclusions that are based on previously published datasets.
  44. 44. Slideshare You can share… Figures Datasets Media (including video) Papers (including pre-prints) Posters Filesets (groups of files)
  45. 45. Turn Your Research Results into an Infographic Infographics are liked 4x more than presentations, 23x more than documents Infographics are shared 2x more than presentations, 3x more than documents on other social networks, such as LinkedIn, Twitter and Facebook. haremakinggreatinfographics2-ig- 130721190926-phpapp01/95/what-makes- great-infographics-1-638.jpg?cb=1379569751 hics-are-more-viral/
  46. 46. Using to Create Infographics
  47. 47. Regulations around Digital Saring
  48. 48. US Digital Millennium Copyright Act (DMCA) Yes No Final PDF produced by the publisher Final accepted version of the manuscript
  49. 49. Understanding Social Media Citations
  50. 50. Citing Social Media Content 1. generally with a URL, 2. as a personal communication, and 3. with a typical APA Style in-text citation and reference list entry.
  51. 51. Citing Social Media Content Twitter, Individual Author
  52. 52. Citing Social Media Content media-in-apa-style.html Google+
  53. 53. Citing Infographics
  54. 54. Citing Social Media Content media-in-apa-style.html Social Media Video
  55. 55. Measurement
  56. 56. Funders Start Showing Interest in Alternative Metrics
  57. 57. Altmetrics (Article Level Metrics)  Citations  Usage: Downloads, Views  Social Media Mentions, Shares, Likes, Comments, Links, Clicks, etc.  Referring data and knowledge bases
  58. 58. Use Novel Measurement Tools  Institutional  PlumAnalytics  Altmetrics  Personal  ImpactStory
  59. 59. PlumAnalytics Profile: Antony Williams Courtesy of PlumAnalytics
  60. 60. Social Media Reach by Topic Areas Courtesy of PlumAnalytics
  61. 61. Tracking Impact Prior to Citations Courtesy of PlumAnalytics
  62. 62. Using Altmetrics in Applications for Promotion Review by Researchers Steve Pettifer, PhD Computer scientist University of Manchester, UK Twitter: @srp “[My mentor] took a look and said, ‘What the hell are these badges doing in your CV?’ But once I explained them, he said, 'Well, give it a go.’ It hit the right note at the right time. I'm definitely a convert.” Pettifer added the number of views and public engagement (e.g., social media mentions) to the CV entry. He got his promotion. He does not know for sure whether the metrics helped, but he plans to use them on future grant applications.
  63. 63. Learning objectives 1. Understand the potential and limitations of digital dissemination of research 2. Understand relevant digital content regulations, guidelines and ethics 3. Understand the concept of and tools for measuring the results of one’s digital efforts PART 1 1. Understand the concept of and tools for online reputation management PART 2
  64. 64. The Digital Patient Ref. Pew Internet Research. Social Media Usage: 2005-2015. Pew Research Center, October 2015.;
  65. 65. Building and Managing One’s Online Reputation 1. Creating and maintaining your online identify 2. Monitoring 3. Responding 4. Search result supression 5. Search results removal
  66. 66. “I argue that [physicians] see reviews overwhelmingly as a threat to their reputation, even as actual review content often positively reinforces physician expertise and enhances physician reputation.” Adapted from Menon et al., 2017
  67. 67. “Some physicians require patients to sign non-disclosure agreements that forbid the use of online review sites, it’s best for doctors to take an open approach to online reputation.” David Hanauer, Menon et al., 2017
  68. 68. Monitoring Rating and Review Websites Pay attention to physician rating and review websites (Note: The Centers for Medicaid and Medicare Services (CMS) maintain their own Hospital Consumer Assessment of Healthcare Providers and Systems) PhysicianCompare (doctors who accept Medicare for payment) Examples
  69. 69. Reviews
  70. 70. Websites like ZocDoc & Demandforce allow you to ‘control the message’, by allowing you to approve or reject negative reviews. Caveat: Those sites don’t rank very well in Google searches for most medical & dental niches. Caveat
  71. 71. Sign up for Physician Review Sites 1. Compile a list of online listings. A 2011 study of 4,999 online physician rating sites identified these 10 as the most commonly visited sites with user-generated content:,,,,,,,,, and 2. Create a profile on major review sites. 3. Claim and maintain local directory listings: Regularly check “find a doctor” sources with online Yellow Pages/SuperPages, business listings, insurance-provider lists, hospital databases, Google Plus pages, community, “area connect” or city search directories, medical society listings, etc.
  72. 72. Detecting Mentions and Reviews Monitor online content that mentions your name and medical practice (automation saves time) F R E E F E E S A P P LY Google Alerts SocialMention Hootsuite Tweetdeck Trackur NetReputation Review Trackers Review Push Chatmeter Reputation Ranger Review Concierge Reputation Health Reputation Defender BirdEye PracticeBuilders/myPracticeReputation Examples
  73. 73. Setting Up Google Alerts
  74. 74. Setting Up Google Alerts
  75. 75. Responding to Positive and Negative Feedback Don't ignore positive or negative feedback online, e.g., make the effort to contact the patient personally to discuss it and encourage them to update their feedback if it is negative. Or, use a third-party service to monitor and manage your reputation, e.g., Iron Comet, Follow HIPAA guidelines. 1. Don’t share the patient’s physical or mental health information that could potentially identify him/her. 2. Respond in generalizations, such as “We strive to deliver quality care to all patients.” 3. Don’t use patient names in a response, even if they identify themselves in the comment. 4. Take the conversation offline by asking patients to call your office if you need to discuss the review further.
  76. 76. Example Responses: Positive Reviews 1. Thank you for the positive feedback! We appreciate the support. 2. We strive to provide the highest quality in patient care. Thank you so much for sharing this story with us! 3. Thank you for connecting with us about this experience with our staff. We will be sure to share this appreciation. 4. Thank you for giving us a great score! Our dedicated staff takes great pride in serving the <city name> community. 5. Thank you so much for taking the time to share these. Our staff will pass along the kind words! 6. Our practice aims to deliver the highest quality patient care. We love to hear about these positive Thanks for sharing this feedback with us!
  77. 77. Example Responses: Negative Reviews We are sorry to hear this and truly value your Patient experience is important to us at <practice name>, so we will make every effort to address any concerns you may have. Your comments have been shared with <contact at practice – position/first name >. If you would like to speak with someone about this experience, please call <position, phone number>. We are sorry to hear about the long wait time at our practice. We will look into this and make every effort to improve our wait times in the future. We are very sorry to hear about this experience in our practice and would like to look into it. Please call <contact at practice- position/first name> so that we can get further information to address the situation. We are always sad to hear someone had trouble reaching our office. We want all of our patients to be able to communicate with our office easily, so we will re-examine our phone procedures.
  78. 78. Example Responses: Negative Reviews We sincerely apologize for any scheduling and billing issues experienced at our practice and value this feedback. We are dedicated to providing timely, patient- centered, quality care and regret that this was not the experience described. As we work to improve our processes, please don't hesitate to reach out to our office at <office phone number/PM direct line> to express your concerns. Thank you for bringing this billing matter to our attention. We would appreciate the opportunity to discuss this matter further so the situation can be Please contact our staff at <### - ### - ####> at your convenience. Thank you. Thank you for making us aware of this experience. We sincerely apologize for any inconvenience that was caused. Please reach out to <contact> at <phone number> so that we can help resolve this issue.
  79. 79. “Astroturfing” Illegal: Fake reviews or reviews done in exchange for something A physician had his staff pretend to be patients and post positive reviews. The state Attorney General learned of this and fined the practice $300,000. Risk management 1. You can contact the website to request removal of a false review. (Note: Most review sites do not remove reviews.) 2. If you know the identity of the poster, you could consider contacting the patient to discuss the issues raised and request that they remove the post.
  80. 80. Rick management  Ensure website content is current and accurate  Do not enable individuals to communicate with you via the website to avoid the inadvertent establishment of a treatment relationship. (Note: Patients should communicate via a secure patient portal)  If prospective patients can download forms, consider including a statement that doing so does not guarantee a treatment relationship will be established.  Avoid publicly accessible online scheduling calendar containing patient demographic and medical information (use secure and confidential system) Your Practice or Other Website
  81. 81. Rick management  Post Notice of Privacy Practices on your website (if you are a Covered Entity under HIPAA)  Honor intellectual property law when posting materials from other sources Your Practice or Other Website
  82. 82. Example platform: Zocdoc 1. Dissuade potential patients who may be drug-seeking by adding the following language to your profile:  “I check the state prescription monitoring program before I prescribe” (if your state has a prescription monitoring program)“I do not prescribe controlled substances on the first visit”  “I do not prescribe for pain” Online Referral Services
  83. 83. Social Media as a Reputation Building Tool Keep social media content updated and engaging, and don’t overlook mentions that might appear in the social media platforms of others (such as discussion groups, events, blogs, etc.).
  84. 84. Suppression or Removal of Search Results Strategies  Remove results directly from Google  Remove from the source through negotiation  Remove from the source via legal channels  Paid removal  Weakening of negatives  Development and optimization of existing content
  85. 85. Dealing with Negative Internet Content Practical options 1. Have the web site owner remove the page entirely 2. Have the web site owner add a NOINDEX tag to the HTML of the web page you want Google to ignore (NOINDEX tells a search engine to ignore the page. Note: It removes the page from search engines without actually taking the page away. The tag is part of the HTML code: <meta name="robots" content="noindex"> 3. Change the content on the page so it is no longer relevant for the target search query 4. Legal violations: Submit a request to Google (see:
  86. 86. Final Quiz Dr. Jane Doe searchers the following on Google “John Doe” + “arthritis specialist” and finds negative or unwanted content pages. How would you recommend she addresses the problem? Dr. Jane Doe could….  …start including the phrase “arthritis specialist” in his positive content creation on his blog and social media accounts (e.g., LinkedIn, Doximity, Twitter, and Facebook) in order to associate it with his good reputation.  Link to her own content on her social media accounts to her practice website or blog, for example. (Note: One of the ways in which Google determines a site’s rank in search results is by analyzing how many times other sites link to it.)
  87. 87. Kadry B, Chu LF, Kadry B, Gammas D, Macario A. Analysis of 4999 Online Physician Ratings Indicates That Most Patients Give Physicians a Favorable Rating. J Med Internet Res 2011;13(4):e95.
  88. 88. Contact information Email: Twitter: @dmsci Blog: Katja Reuter, PhD Online R es our c es