As the positive people for their stories.Facebook – social “training wheels”Not taught. Recent poll that teens are leaving FB because of “drama”Limited SpacesAsk for examples. Discuss issues of forum cultureRemember that limited spaces are never that limited- example: Lanier’s special place discussed in You Are Not A Gadget
Watch first 1:30Ask for opinions before I give mine-camera at eye level or above-focus on the MESSAGE (Don’t be such a scientist)
Great logoHuman interest
Social Media For Clinical Research Professionals
Social Media Strategies for ClinicalResearch Professionalsdraft slide deck provided for reviewACRP RTP – 10 Jun 2013Mary K.D. D’RozarioMSCR, CCRP, RAC, CCRAPresident / Clinical Research ConsultantClinical Research Performance, Inc.email@example.com@marydrozariomarydrozariomarykddrozario1We work for sites.
Outcomes Understand shift to social businesses. Understand how to develop social media skills. Understand social media for advertising (patientrecruitment).2
Social: Why should I care?3Global differentiation of American workforceIncreased fragmentation of work performanceEfficiencyJob SatisfactionIncreased non-cash workCash for Unique ValueSocial is nothing new
Fragmentation of Clinical Research4PrimaryCROSponsorauditorSite startupRecordsmanagementmonitoringauditorsmonitorsStaffing coPMsSite trainingSubjectrecruitmentlabsFDADatamanagementregulatorySitesIRB
Turning Social Media into Cash - Example5The value of micro-expertise has an outlet in social media.
Social: How are skills developed?6Closed SpacesLimited SpacesThe Open InternetObtaining informationProviding InformationReplacing inefficient communication – the socialcompanyPersonalBusiness
Avoiding Social Media Blunders #1 Tip: ListenFirst, Listen During, Listen After7http://www.ucsfbenioffchildrens.org/pdf/pubs/bridges/bridges_fall2011.pdfOr, that time when the medical system did a better job of social media than everyone else.
Avoiding Social Media Blunders – Other Tips• Know your audience. Your audience are “lurkers”• Know what you are saying means. To your audience, and to the wider world.• Be prepared for replies.• Give more than you ask- provide value.• Your tips?8
Regulatory Landscape – What Has Happened• Regulation was championed by Joshua Sharfstein(@drJoshS), Principal Deputy Director of the FDA2009 – 01/2011• DRAFT Guidance for Industry: Responding toUnsolicited Requests for Off-Label Information AboutPrescription Drugs and Medical Devices The only FDA guidance to mention social media.• FDASIA Title XI. Section 1121: Internet PromotionPolicy Regulation required by July 20149
Regulatory Landscape – What Hasn’tHappened• Social Companies• Patient Recruitment• Communication Deviations• Everything Else10
Other Legal Issues• If you host social media… …you may have responsibilities as a publisher.• General liability How will you reply to disgruntled or slanderouspatients? Do you have a staff social media policy?11
Advertising intended for study subjects goesto the IRB.• No: Financial or business articles or releases. “Dear Doctor” letters. A simple list of the study name. General disease information or practice information. Material generated without the practice’s control.• Patient comments.• Yes: Anything about the practice’s research activities. Anything communicating information about a study.OHRP Guidance on Institutional Review Board Review of Clinical Trial Websites,20 September 2005http://www.hhs.gov/ohrp/policy/clinicaltrials.html12
Social Media Advertising Has Special Issues• Is your IRB comfortable with social media?• Is your lawyer on board?• How will you handle replies? Text and Route Out of business hours• How will you protect the information of those withwhom you interact?• How will you document the advertising?13
Some General Principles of Advertising• Determine your goal Who do you want to reach? What do you want them to do?• Find your audience Is your audience segmented? Which segment is the priority? Where do they hang out? Who do they follow?14
Listening Tools in Health Care Social Media (#HCSM)The Healthcare HashtagProject:http://www.symplur.com/healthcare-hashtags/15Google Keyword Tool
Messaging Principles• Make it simple. One click rule.• Give them somewhere to go. Website, facebook page, phone number… What do you want them to do?• Give them a reason to pay attention to you. Consistent stream of information.18
YouTube Case Study: UNC Hospitals• http://www.youtube.com/watch?v=gokYh23d-9w19
Social Media Tools• Hootsuite.com or Tweetdeck.com can link Twitter, Facebook, LinkedIn• Klout.com – free quick-and-dirty measure ofsocial media impact24
Social Media Big Picture – Further Reading25Jaron Lanier. (2013). Who Owns the Future? New York, NY:Simon & Schuster-Review of macroeconomic effect of social and policyrecommendations for the future.Interview:http://www.salon.com/2013/05/12/jaron_lanier_the_internet_destroyed_the_middle_class/
Social Companies – Further Reading26Mark Fidelman. (2013). Socialized!: How the Most SuccessfulBusinesses Harness the Power of Social. Brookline, MA:Bibliomotion, Inc.-What a social company looks like and how to get there.Great twitter feed: @markfidelmanForbes writer: http://www.forbes.com/sites/markfidelmanIMB. (2012). IBM executive brief: social business behavior. [Needto search on google and provide IBM information to access whitepaper.
Social Media for Advertising – Further Reading27Jennifer Grappone & Gradiva Couzin, (2010). Search Engine Optimization:An Hour A Day. Indianapolis, IN: Wiley PublishingThere are a ton of good books and a ton of good free information, this justhappens to be one good book I read.Cami Gearhart, JD. (December 2012). IRB Review of the Use of SocialMedia in Research. The Monitor.Oglivy Washington & The Center for Social Impact Communication atGeorgetown University. (November 2010). Using Social Media Platformsto Amplify Public Health Messages. Published athttp://smexchange.ogilvypr.com/wp-content/uploads/2010/11/OW_SM_WhitePaper.pdfTip: Follow some SEO experts on Twitterto get advice in manageable chunks.
Social Messaging Content – Further Reading28Ann Handley & C.C. Chapman. (2012). Content Rules: How to createkiller blogs, podcasts, videos, ebooks, webinars (and more) that engagecustomers and ignite your business (New Rules Social Media Series).Hoboken, NJ: John Wiley & Sons, Inc.How to use existing personnel and materials to develop content.Robert W. Bly. (2007). The Copywriter’s Handbook: A Step-by-Step Guideto Writing Copy That Sells. New York, NY: Henry Holt and Company, LLCRandy Olson. (2009). Don’t Be Such a Scientist: Talking Substance in anAge of Style. Washington: Island Press
How to Create a Facebook Friends List29Click “manage lists” at the bottom of the drop down.On the old Facebook (currently on tablets), find “FRIENDS” on the left side of the screenand hover mouse to the right of the word. Click on “more.”
How to Use a Facebook Friends List30When you start a post, who can see it is next to the “post” button. Select “custom” andyou will get this window.Use your friends list to either be “share with” or use to share with everyone except“don’t share this with.”
Don’t Be the Facebook Dramatist31Tip: Put up your post with the most restrictive view you use. Then change it to bemore viewable after you post. This way your next post will still be restricted.Caution: Facebook uses the setting “you” last used. So if your last post was from anapp that was “all friends”, the next post you write will be all friends.Tip: You can now set who can see app postings. One option is to set it to “me” andonly make visible to others posts which you select as meaningful.Tip: Consider hiding/limited people rather than unfriending.Tip: Look first, then ask for information.Tip: Consider your audience. Use lists to direct to the right audience.
Be Awesome on LinkedIn• Read this for simple, realistic instructions tocreate a good LinkedIn Profile:http://www.examiner.com/article/21-steps-to-the-perfect-linkedin-profile32