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Debunking Myths
About Generational
Use of Social Media
 and Health Care



  Kevin A. Clauson, Pharm.D.
     Associate Professor
Learning Objectives
• Define and differentiate between Web 1.0
 and Web 2.0.

• Identify characteristics associated with
 each of the major Generations.

• Explain how social media is changing the
 roles of, and interactions between,
 healthcare professionals.
Learning Objectives
• Discuss methods to implement social
 media in clinical practice settings.

• Explore the role of social media in the
 participatory medicine model.
Evolution of the Web
• Web 1.0 (one-way Web)
   Static, pull

• Web 2.0 (two-way Web)
   Dynamic, push
   Collaborative, participatory

• Web 3.0/3D/Semantic Web (TBD)
http://socialnomics.net/2009/08/11/statistics-
show-social-media-is-bigger-than-you-think/
Navigating Social Networking
Microblog/Social Networking
                        "small-scale form of
                        blogging, generally
                        made up of short,
                        succinct messages”

                        “used to share news,
                        post status updates and
                        carry on conversations”
                                  - Mike Templeton
       Science 2.0 for TEL workshop at ECTEL09
What about
the Dunbar
Number?
   What about the Dunbar
         Number?




       Behavioral and Brain Sciences 1993; 16 (4):681-735.
Other Social Media Tools
17% of all time
spent online in
2009 was on social
networking sites!
    Nielsen – August 2009
19% of all adults online
         used




    Source: Pew Internet & American Life Project Survey 2009
Online Health Information Behaviors




                                         Do not
                                          seek
                                          39%       Seek
                                                    61%



Source: Pew Internet & American Life Project 2009
Silent       Baby            Generation Generation Generation
              Generation    Boomers              X          Y          Z

Birth Dates   1900-1946    1947-1964         1965-1982           1983-1991    1992-2010



Description   Greatest     Me                Latchkey            Millenials   Net
              Generation   Generation        Generation                       Generation


Attributes    Self-        Workaholic        Skeptical           Hopeful      Digital
              sacrifice                                                       natives


Likes         Respect for Work Ethic         Work-life           Public       Online
              authority                      balance             activism     socializing


Dislikes      Waste        Laziness          Red tape            Anything     Lack of
                                                                 slow         connection
                           Educating the Net Generation, 2005.
Which members of this family
are most likely to use Twitter?
Social       Silent    Baby         Generation           Generation   Generation
Network               Boomers           X                    Y            Z
Use by        (%)       (%)            (%)                  (%)          (%)
Generation
(among
users)

Facebook      90        73                76                65           61


MySpace       23        30                57                75           65


Twitter       17        13                18                14            9


LinkedIn       4        13                13                 9            0

                         Anderson Analystics/eMarketer
What is the #1 reason people join
social networking sites across ages?
Reasons      Silent    Baby   Generation Generation Generation Total
Social                Boomers     X          Y          Z
Network       (%)       (%)      (%)        (%)        (%)      (%)
Users
Joined
Keep in       57        62               71                  82   93   75
touch
w/friends
For fun       30        38               51                  61   91   55
Keep in       51        47               40                  40   27   41
touch
w/family
Invited by    60        46               30                  22   22   30
someone I
knew

Keep in       10        12               27                  40   39   30
touch w/
classmate                    Anderson Analystics/eMarketer
Which one represents the fastest
growing group of Facebook users?
Online Fathering: Use of Facebook
         in Combat-Deployed Troops




Use of social media can
assist with restoring
balance to protector &
provider roles; creating
healthy reunions
                       Nurs Res 2010;59(1):11-7.
Maternal Instinct Meets Facebook




       http://www.youtube.com/watch?v=yu4zMvE6FH4
MYTHS &
TRUTHS ABOUT:
  Recruiting,
  Evaluating,
      and
  Interacting
45% of hiring
                         managers use
                         social networking
                         sites to screen
                         candidates
Harris Interactive/CareerBuilder Survey 2009
Data Mining

 Companies scour social media sites to find
  and aggregate information on individuals

Results used to infer behavioral patterns and
impact decisions about: employment, health
      insurance coverage, credit rates

   Can also be used benevolently to help
            prevent fraud, etc.

        http://mashable.com/2010/03/02/data-mining-social-media
By the time today‟s new
  employee is 38 years old,
they‟ll have held 10-14 jobs
The #1 English Speaking Country is…?




     http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html
MYTHS &
TRUTHS ABOUT:
 Use of Social
   Media in
 Provision of
  Healthcare
Hospitals and Web 2.0 Tools

                    557 Hospitals
                    430 Twitter
                    336 Facebook
                    254 YouTube
                     70 Blogs




                 Source: ebennett.org/hsnl
Department of Defense

                 109 Facebook
                  93 Twitter
                  47 Blogs
                  45 YouTube
                  36 Flickr




              Source: defense.gov
Pharmacists (28%)
used Wikipedia for
drug information
Only 1/3 who used
it, realized anyone
can edit Wikipedia




Ann Pharmacother 2009;43(11):1912-3.
Advice to Connect with Patients
        via Facebook?




          Fam Pract Manag 2009;16(6):31.
140 Uses for Twitter in
     Healthcare




        philbaumann.com
         http://bit.ly/KiyS
Content Analysis of
Pharmacist Microblog
Communication




             Mark Hawker




  Dianexy Beltran, Remberto Espinosa,
    Yohanna Morejon, Yeney Ramos
Good




 Bad
Bad
MYTHS &
TRUTHS ABOUT:
 Generational
  Gaps and
 Social Media
 Disconnects
Pharmacy Students &
  Facebook Study
57% said it was unfair
   to use Facebook
content for evaluations




                   AJPE 2009;73(6):article 104.
Facebook Gone Wild!

                   44.5% of medical
                   students and
                   residents (n=813)
                   at UF had a
                   Facebook account


    J Gen Intern Med 2008;23(7):954-7.
Facebook Study at UF - Profiles
                         70% contained
                         pictures of drinking

                          10-50% „excessive‟

                          Findings driving
                           changes in policy

          J Gen Intern Med 2008;23(7):954-7.
Online Posting of Unprofessional
 Content by Medical Students
60% unprofessional: 38% sexually suggestive,
        13% patient confidentiality




                       JAMA 2009;302(12):1309-15.
Study of pharmacy residency directors
found generational correlation for beliefs
 about social media being „fair game‟ in
   evaluating prospective candidates
Two Things To Keep in Mind with
          and Stent Advert
     Chose social media
     channel used by
     younger generations
     for condition affecting
     older generations


     $7500 investment for video
     generated >249,000 views
     and >180% increase in site
     traffic
                                  www.thespanner.com
YouTube Spanning Generations




    http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE
MYTHS &
TRUTHS ABOUT:
 Participatory
  Medicine
Participatory Medicine




  Patient driven changes to healthcare system
ePatients engaged and actively seek information
Transformation from paternalistic to participatory
                http://participatorymedicine.org/
What Type of Patient Is This?
“As opposed to the
                          doctor-centric,
                          curative model of
                          the past, the future
                          is going to be
                          patient-centric and
                          proactive.”
Elias A. Zerhouni, M.D.
Former Director of the
National Institutes of
Health (2002-2008)
MYTHS &
TRUTHS ABOUT:
  Risks with
 Social Media
53% of employees believe what
  they do on social networking
sites is none of their employer‟s
           BEESWAX




      Deloitte LLP 2009 Ethics & Workplace Survey
How To Lose a Job in 140
      Characters or Less



theconnor
 Connor Riley
Two hospital staff
  were fired after a
nurse appeared on
    Facebook in
 „a revealing pose‟
  …the picture also
showed a patient in
  the background

   NursingTimes.net February 2009
Eight percent of
companies have
Fired Employees due
to issues with social
media sites
              www.proofpoint.com
Pharmacists, educators, and other
 healthcare professionals are facing
   decisions about online „friend
requests‟ from patients and students




            NEJM 2009;361(7):649-51.
to warn?
Is there a duty




                  Clauson, et al. AJHP in press
Summary Points

 Generational differences can dictate
  social media use and preferences

 Social media is not a panacea – it is
  simply another avenue

 Opportunities for healthcare and
  federal organizations exist, but
  should be balanced with risks
Twitterverse & Blogosphere
    Acknowledgements
          Phil Baumann
           Ed Bennett
         Dave deBronkart
        Joan Dzenowagis
          Carsten Evans
          Mark Hawker
          Susannah Fox
            Karl Fisch
          Sydney Jones
         Amanda Lenhart
          Erik Qualman
        Jonathan Richman
Images
•   http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/

•   http://www.facebook.com



•   http://www.myspace.com


•   http://www.ning.com


•   http://www.linkedin.com

•
    http://www.hi5networks.com/blog/


•   http://malefis.u-strasbg.fr/site/images/homer-brain.jpg


•   http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time.aspx

•   http://newmexicoindependent.com/wp-content/uploads/2008/12/twitter-art.jpg


•   http://www.youtube.com/watch?v=yu4zMvE6FH4
Images
•   http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html


•   http://www.cdc.gov/SocialMedia/


•   http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/


•   http://www.facebook.com/TRICARE


•   http://twitter.com/search/users?q=Walgreens&category=people&source=find_on_twitter

•
    http://www.myspace.com/mayoclinic


     http://holydogwater.files.wordpress.com/2007/10/borat-greatsuccess.jpg


•   http://media.photobucket.com/image/drunk%20student/silverbeam/A%20CSM%20Blog/Drunk.jpg

•   http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE


•   http://en.wikipedia.org/wiki/File:Elias_Zerhouni_close-up_official_photo.jpg
Images
•   http://www.slideshare.net/jeffhilimire/what-the-hell-is-twitter-revised-1792867


•   http://twitter.com/rxmeds96/status/7146180932

•   http://www.facebook.com/home.php#/group.php?gid=29564338647&ref=search&sid=1051950779.170
    3015908..1


•   http://tweetphoto.com/671561
•
•   http://www.flickr.com/photos/dosik/118828513/


•   http://www.flickr.com/photos/the_brownhorse/2553314429/




    http://www.pharmqd.com




      If thumbnail/URL not present, image has been purchased/licensed
           Expanded slidedeck images can be found under notes tab
Recommended Resources
Generation-specific Information
• Pew Internet & American Life Project
   – http://www.pewinternet.org/topics/Generations.aspx


Social Media Information
• Commoncraft Videos
   – http://www.commoncraft.com/

• Mashable – The Social Media Guide
   – http://mashable.com/

• SMUG University
   – http://social-media-university-global.org/
Contact Information

Kevin A. Clauson, PharmD
Email: clauson@nova.edu
Twitter: @kevinclauson
URL: http://unhub.com/kevinclauson

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Debunking Myths About Generational Use of Social Media and Health Care

  • 1. Debunking Myths About Generational Use of Social Media and Health Care Kevin A. Clauson, Pharm.D. Associate Professor
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Learning Objectives • Define and differentiate between Web 1.0 and Web 2.0. • Identify characteristics associated with each of the major Generations. • Explain how social media is changing the roles of, and interactions between, healthcare professionals.
  • 8. Learning Objectives • Discuss methods to implement social media in clinical practice settings. • Explore the role of social media in the participatory medicine model.
  • 9.
  • 10. Evolution of the Web • Web 1.0 (one-way Web)  Static, pull • Web 2.0 (two-way Web)  Dynamic, push  Collaborative, participatory • Web 3.0/3D/Semantic Web (TBD)
  • 13. Microblog/Social Networking "small-scale form of blogging, generally made up of short, succinct messages” “used to share news, post status updates and carry on conversations” - Mike Templeton Science 2.0 for TEL workshop at ECTEL09
  • 14. What about the Dunbar Number? What about the Dunbar Number? Behavioral and Brain Sciences 1993; 16 (4):681-735.
  • 16.
  • 17.
  • 18. 17% of all time spent online in 2009 was on social networking sites! Nielsen – August 2009
  • 19. 19% of all adults online used Source: Pew Internet & American Life Project Survey 2009
  • 20. Online Health Information Behaviors Do not seek 39% Seek 61% Source: Pew Internet & American Life Project 2009
  • 21.
  • 22. Silent Baby Generation Generation Generation Generation Boomers X Y Z Birth Dates 1900-1946 1947-1964 1965-1982 1983-1991 1992-2010 Description Greatest Me Latchkey Millenials Net Generation Generation Generation Generation Attributes Self- Workaholic Skeptical Hopeful Digital sacrifice natives Likes Respect for Work Ethic Work-life Public Online authority balance activism socializing Dislikes Waste Laziness Red tape Anything Lack of slow connection Educating the Net Generation, 2005.
  • 23. Which members of this family are most likely to use Twitter?
  • 24. Social Silent Baby Generation Generation Generation Network Boomers X Y Z Use by (%) (%) (%) (%) (%) Generation (among users) Facebook 90 73 76 65 61 MySpace 23 30 57 75 65 Twitter 17 13 18 14 9 LinkedIn 4 13 13 9 0 Anderson Analystics/eMarketer
  • 25. What is the #1 reason people join social networking sites across ages?
  • 26. Reasons Silent Baby Generation Generation Generation Total Social Boomers X Y Z Network (%) (%) (%) (%) (%) (%) Users Joined Keep in 57 62 71 82 93 75 touch w/friends For fun 30 38 51 61 91 55 Keep in 51 47 40 40 27 41 touch w/family Invited by 60 46 30 22 22 30 someone I knew Keep in 10 12 27 40 39 30 touch w/ classmate Anderson Analystics/eMarketer
  • 27. Which one represents the fastest growing group of Facebook users?
  • 28. Online Fathering: Use of Facebook in Combat-Deployed Troops Use of social media can assist with restoring balance to protector & provider roles; creating healthy reunions Nurs Res 2010;59(1):11-7.
  • 29. Maternal Instinct Meets Facebook http://www.youtube.com/watch?v=yu4zMvE6FH4
  • 30. MYTHS & TRUTHS ABOUT: Recruiting, Evaluating, and Interacting
  • 31. 45% of hiring managers use social networking sites to screen candidates Harris Interactive/CareerBuilder Survey 2009
  • 32. Data Mining Companies scour social media sites to find and aggregate information on individuals Results used to infer behavioral patterns and impact decisions about: employment, health insurance coverage, credit rates Can also be used benevolently to help prevent fraud, etc. http://mashable.com/2010/03/02/data-mining-social-media
  • 33. By the time today‟s new employee is 38 years old, they‟ll have held 10-14 jobs
  • 34. The #1 English Speaking Country is…? http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html
  • 35. MYTHS & TRUTHS ABOUT: Use of Social Media in Provision of Healthcare
  • 36. Hospitals and Web 2.0 Tools 557 Hospitals 430 Twitter 336 Facebook 254 YouTube 70 Blogs Source: ebennett.org/hsnl
  • 37.
  • 38. Department of Defense 109 Facebook 93 Twitter 47 Blogs 45 YouTube 36 Flickr Source: defense.gov
  • 39.
  • 40. Pharmacists (28%) used Wikipedia for drug information Only 1/3 who used it, realized anyone can edit Wikipedia Ann Pharmacother 2009;43(11):1912-3.
  • 41.
  • 42. Advice to Connect with Patients via Facebook? Fam Pract Manag 2009;16(6):31.
  • 43. 140 Uses for Twitter in Healthcare philbaumann.com http://bit.ly/KiyS
  • 44. Content Analysis of Pharmacist Microblog Communication Mark Hawker Dianexy Beltran, Remberto Espinosa, Yohanna Morejon, Yeney Ramos
  • 46. Bad
  • 47. MYTHS & TRUTHS ABOUT: Generational Gaps and Social Media Disconnects
  • 48. Pharmacy Students & Facebook Study 57% said it was unfair to use Facebook content for evaluations AJPE 2009;73(6):article 104.
  • 49. Facebook Gone Wild! 44.5% of medical students and residents (n=813) at UF had a Facebook account J Gen Intern Med 2008;23(7):954-7.
  • 50. Facebook Study at UF - Profiles 70% contained pictures of drinking 10-50% „excessive‟ Findings driving changes in policy J Gen Intern Med 2008;23(7):954-7.
  • 51. Online Posting of Unprofessional Content by Medical Students 60% unprofessional: 38% sexually suggestive, 13% patient confidentiality JAMA 2009;302(12):1309-15.
  • 52. Study of pharmacy residency directors found generational correlation for beliefs about social media being „fair game‟ in evaluating prospective candidates
  • 53. Two Things To Keep in Mind with and Stent Advert Chose social media channel used by younger generations for condition affecting older generations $7500 investment for video generated >249,000 views and >180% increase in site traffic www.thespanner.com
  • 54. YouTube Spanning Generations http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE
  • 55. MYTHS & TRUTHS ABOUT: Participatory Medicine
  • 56. Participatory Medicine Patient driven changes to healthcare system ePatients engaged and actively seek information Transformation from paternalistic to participatory http://participatorymedicine.org/
  • 57. What Type of Patient Is This?
  • 58. “As opposed to the doctor-centric, curative model of the past, the future is going to be patient-centric and proactive.” Elias A. Zerhouni, M.D. Former Director of the National Institutes of Health (2002-2008)
  • 59. MYTHS & TRUTHS ABOUT: Risks with Social Media
  • 60. 53% of employees believe what they do on social networking sites is none of their employer‟s BEESWAX Deloitte LLP 2009 Ethics & Workplace Survey
  • 61. How To Lose a Job in 140 Characters or Less theconnor Connor Riley
  • 62. Two hospital staff were fired after a nurse appeared on Facebook in „a revealing pose‟ …the picture also showed a patient in the background NursingTimes.net February 2009
  • 63. Eight percent of companies have Fired Employees due to issues with social media sites www.proofpoint.com
  • 64.
  • 65.
  • 66. Pharmacists, educators, and other healthcare professionals are facing decisions about online „friend requests‟ from patients and students NEJM 2009;361(7):649-51.
  • 67. to warn? Is there a duty Clauson, et al. AJHP in press
  • 68.
  • 69. Summary Points  Generational differences can dictate social media use and preferences  Social media is not a panacea – it is simply another avenue  Opportunities for healthcare and federal organizations exist, but should be balanced with risks
  • 70. Twitterverse & Blogosphere Acknowledgements Phil Baumann Ed Bennett Dave deBronkart Joan Dzenowagis Carsten Evans Mark Hawker Susannah Fox Karl Fisch Sydney Jones Amanda Lenhart Erik Qualman Jonathan Richman
  • 71. Images • http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/ • http://www.facebook.com • http://www.myspace.com • http://www.ning.com • http://www.linkedin.com • http://www.hi5networks.com/blog/ • http://malefis.u-strasbg.fr/site/images/homer-brain.jpg • http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time.aspx • http://newmexicoindependent.com/wp-content/uploads/2008/12/twitter-art.jpg • http://www.youtube.com/watch?v=yu4zMvE6FH4
  • 72. Images • http://www.ted.com/talks/jay_walker_on_the_world_s_english_mania.html • http://www.cdc.gov/SocialMedia/ • http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/ • http://www.facebook.com/TRICARE • http://twitter.com/search/users?q=Walgreens&category=people&source=find_on_twitter • http://www.myspace.com/mayoclinic http://holydogwater.files.wordpress.com/2007/10/borat-greatsuccess.jpg • http://media.photobucket.com/image/drunk%20student/silverbeam/A%20CSM%20Blog/Drunk.jpg • http://www.youtube.com/user/RhettandLink#p/search/3/W-jB9RDN-mE • http://en.wikipedia.org/wiki/File:Elias_Zerhouni_close-up_official_photo.jpg
  • 73. Images • http://www.slideshare.net/jeffhilimire/what-the-hell-is-twitter-revised-1792867 • http://twitter.com/rxmeds96/status/7146180932 • http://www.facebook.com/home.php#/group.php?gid=29564338647&ref=search&sid=1051950779.170 3015908..1 • http://tweetphoto.com/671561 • • http://www.flickr.com/photos/dosik/118828513/ • http://www.flickr.com/photos/the_brownhorse/2553314429/ http://www.pharmqd.com If thumbnail/URL not present, image has been purchased/licensed Expanded slidedeck images can be found under notes tab
  • 74. Recommended Resources Generation-specific Information • Pew Internet & American Life Project – http://www.pewinternet.org/topics/Generations.aspx Social Media Information • Commoncraft Videos – http://www.commoncraft.com/ • Mashable – The Social Media Guide – http://mashable.com/ • SMUG University – http://social-media-university-global.org/
  • 75. Contact Information Kevin A. Clauson, PharmD Email: clauson@nova.edu Twitter: @kevinclauson URL: http://unhub.com/kevinclauson