This lecture was presented to faculty members in graduate medical education at Albert Einstein Healthcare Network on November 2, 2022. I describe the use of social media to promote the careers of academic physicians and researchers. I explain how to build platform, disseminate research, teach, and be a public health advocate online using social media.

1. How to Disseminate Knowledge
and Promote Your Career
Using Social Media
Michael A. Gisondi, MD
Associate Professor and Vice Chair of Education
Department of Emergency Medicine
Stanford School of Medicine

2. Presented to:
Albert Einstein Healthcare Network
Graduate Medical Education
November 2, 2022
The speaker has no pertinent disclosures, financial or otherwise.
Engaged attendees will be able to:
(1) Compare and contrast the concepts of ‘Platform’ and ‘National Reputation’
(2) Build your ‘platform’ using social media
(3) Explain how to strategically disseminate your research online
@MikeGisondi

4. Learning
Goals
Promote Your Career Using Social Media
1. How to Build Your Platform
2. How to Disseminate Your Research
3. How to Teach
4. How to Be a Public Health Advocate

5. “From Twitter to Tenure”
Michelle Lin, MD (ALiEM) - May 2014

6. Stanford
Introductory
Seminars

7. Editorial Board
International
Clinician
Educators
Blog

8. Podcast
Co-Host
Academic
Life in
Emergency
Medicine

9. A Stanford Conference on Social Media and
COVID-19 Misinformation

13. Learning
Goals
Promote Your Career Using Social Media
1. How to Build Your Platform
2. How to Disseminate Your Research
3. How to Teach
4. How to Be a Public Health Advocate

15. National Reputation = Promotion

16. Platform = Promotion

17. Success in
Business =
Compelling
Product
+
Meaningful
Platform

19. Academic
Promotion =
Compelling
Scholarship
+
Dissemination of
Expertise
Success in
Business =
Compelling
Product
+
Meaningful
Platform
Platform Matters

20. https://www.animateyour.science/post/visible-or-vanish

24. 3 Tips: to Build Your Platform
Consistent
Professional
Brand
Produce
Relevant
Content
Correct
Social Media
Platform

25. Product
.65¢
Brand
$2.65
The power of strong BRANDS

26. “
”
“Your brand is what other people
say about you when you’re not in
the room.”
Jeff Bezos, founder of Amazon

27. Tip 1:
Consistent
Professional
Brand
“My research improves
patient care by
developing the most
effective ways to train
physicians.”

31. Stay on Brand

32. Digital Brand
Confession
I Broke My Brand
Rules in 2020

33. NEVER:
Post About
Patients
Digital Brand Pitfall

34. Tip 2:
Select the
Correct Social
Media Platform

35. These are simply tools.
Choose the right tool for the job.

38. Getting Started on Twitter
1. Download Twitter on your phone.
2. Upload a professional headshot.
3. Write a very brief description of yourself.
4. Search for blog post: “Mom, This is How Twitter Works.” Read it.

39. http://www.momthisishowtwitterworks.com/

40. Social Learning Theory:
Getting Started on Twitter
1. Download Twitter on your phone.
2. Upload a professional headshot.
3. Write a very brief description of yourself.
4. Search for blog post: “Mom, This is How Twitter Works.” Read it.
5. Compose your first tweet. #myfirsttweet
6. Follow 10 other medical professionals.
7. Post clinical pearls and your thoughts on research publications.
8. Never post about a patient.

41. Tip 3:
Contribute
Content

50. Synthesis
Exchange
Application
Dissemination
… of knowledge…
… to improve health.
Knowledge Translation

51. Synthesis
Exchange
Application
Dissemination
… of knowledge…
… to improve health.
Knowledge Translation

52. Contribute Content: Three Golden Rules
Daily
Posts
Curate
Content
Give
Take

54. #HMIChat and #MedEdChat

55. Learning
Goals
Promote Your Career Using Social Media
1. How to Build Your Platform
2. How to Disseminate Your Research
3. How to Teach
4. How to Be a Public Health Advocate

56. Out with The Old

57. Medical Teacher Impact Factor: 2.6

58. In with The New

64. 3 Tips: to Disseminate Your Research
Leverage
Altmetrics
Blog
Every
Publication
Amplify
Others

65. Tip 1:
Leverage
Altmetrics

66. Article Level Metrics = Altmetrics
Altmetric score =
Volume of Mentions (Twitter, Blogs)
+
Sources (Digital vs. Mainstream Media)
+
Frequency of Posts by Author (Curation)

67. Credit: Wiley

68. h-index
J.E. Hirsch (2005), Proceedings of the NA

69. h-index vs. m value
Example: h-index = 10
10 publications
Cited 10 times
20 in 20 years = successful
40 in 20 years = outstanding
60 in 20 years = exceptional
m value
h-index / years since 1st paper

72. Tip 2:
Blog
Every
Publication

73. Blog Every Publication

75. Main Idea
Background &
Evidence
Other
Informatio
n
Credit: ALiEM.com

76. Further
Reading

79. Digital Scholarship Citations
Last name, First Middle Initials. Title. Website. URL. Date.
Carter M, Gisondi MA. Leadership in Medical Education: When
Remediation Fails. International Clinician Educators’ Blog.
https://icenetblog.royalcollege.ca/2021/01/12/leadership-in-
medical-education-when-remediation-fails/ Published online
1/12/21.

80. Digital Scholarship Citations
Last name, First Middle Initials. Title. Website. URL. Date.
[Blog Post] Carter M, Gisondi MA. Leadership in Medical Education:
When Remediation Fails. International Clinician Educators’ Blog.
https://icenetblog.royalcollege.ca/2021/01/12/leadership-in-
medical-education-when-remediation-fails/ Published online
1/12/21.

81. Tip 3:
Amplify
Others
PEARL: Retweet! (Don’t just like)

82. Learning
Goals
Promote Your Career Using Social Media
1. How to Build Your Platform
2. How to Disseminate Your Research
3. How to Teach
4. How to Be a Public Health Advocate

83. Who is your audience?
What is their likely social
media platform?

84. Where are your learners?

87. ‘Skinfluencer’ vs. Dermatologist
Who to trust?

88. Learning
Goals
Promote Your Career Using Social Media
1. How to Build Your Platform
2. How to Disseminate Your Research
3. How to Teach
4. How to Be a Public Health Advocate

90. Use Your Platform!

91. Suggested Reading
Chan TM et al. Social Media and the 21st-Century Scholar: How You Can Harness Social Media to Amplify Your Career. J Am Coll
Radiol. 2018 Jan;15(1 Pt B):142-148. doi: 10.1016/j.jacr.2017.09.025. Epub 2017 Nov 15. PMID: 29154102.
Husain A, Repanshek Z, Singh M, et al. Consensus Guidelines for Digital Scholarship in Academic Promotion. West J Emerg Med.
2020;21(4):883-891. Published 2020 Jul 8. doi:10.5811/westjem.2020.4.46441
O'Glasser AY, Jaffe RC, Brooks M. To Tweet or Not to Tweet, That Is the Question. Semin Nephrol. 2020 May;40(3):249-263. doi:
10.1016/j.semnephrol.2020.04.003. PMID: 32560773.
Cabrera D et al. More Than Likes and Tweets: Creating Social Media Portfolios for Academic Promotion and Tenure. J Grad Med
Educ. 2017 Aug;9(4):421-425. doi: 10.4300/JGME-D-17-00171.1. PMID: 28824752; PMCID: PMC5559234.
Acquaviva KD et al. Documenting Social Media Engagement as Scholarship: A New Model for Assessing Academic
Accomplishment for the Health Professions. J Med Internet Res. 2020 Dec 2;22(12):e25070. doi: 10.2196/25070. Erratum in:
J Med Internet Res. 2020 Dec 14;22(12):e26225. PMID: 33263554; PMCID: PMC7744266.
Dong JK, Saunders C, Wachira BW, Thoma B, Chan TM. Social media and the modern scientist: a research primer for low- and
middle-income countries. Afr J Emerg Med. 2020;10(Suppl 2):S120-S124. doi: 10.1016/j.afjem.2020.04.005. Epub 2020 May
25. PMID: 33304794; PMCID: PMC7718451.

92. Thank
you!
Feedback or Questions?
@MikeGisondi
Slides available at slideshare.net