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.

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. 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. 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. 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. Building an Online Profile
and Digital Footprint

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. 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. 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. 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. Social Networks and
Profile Pages

11. Scientists on Social Networks
Researcher-focused Networks
ResearchGate
Academia.edu
Mendeley
Research Blogging
Science Exchange
Figshare
Dryad
…
Other Networks & Social Media Used by Scientists
Twitter
LinkedIn
Facebook
Wordpress
Blogger
Tumblr
Reddit
…

12. Scientists on Social Networks
http://www.nature.com/news/online-collaboration-scientists-and-the-social-network-1.15711

13. Perspective
Billie Swalla
Evolutionary biologist, director of the
University of Washington’s Friday
Harbor Laboratories
http://www.nature.com/news/online-collaboration-scientists-and-the-social-network-1.15711
“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. Who are the Science Stars on Twitter?
List on Twitter: https://twitter.com/dmsci/lists/most-followed-scientists/members

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
http://www.sciencemag.org/content/345/6203/1440.full?sid=5a1975d1-8e80-44fc-b436-c011e6e07662

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
http://www.sciencemag.org/content/345/6203/1440.full?sid=5a1975d1-8e80-44fc-b436-c011e6e07662

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
http://www.nature.com/nature/journal/v512/n7513/full/512117e.html

18. The Most Followed Scientists on Twitter
http://www.sciencemag.org/content/345/6203/1440.full?sid=5a1975d1-8e80-44fc-b436-c011e6e07662

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
http://digitalmediaandscience.wordpress.com/2012/10/05/more-people-look-at-research-if-it-is-promoted-
via-social-media-a-case-study-2/

20. Tweeting an Open Access Paper
http://melissaterras.blogspot.com/2011/11/what-happens-when-you-tweet-open-access.html

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
http://digitalmediaandscience.wordpress.com/2012/10/05/more-people-look-at-research-if-it-is-promoted-
via-social-media-a-case-study-2/

22. Increasing Readership Through Social Media
http://journalofdigitalhumanities.org/1-3/the-impact-of-social-media-on-the-dissemination-of-research-by-
melissa-terras/

23. Increasing Readership Through Social Media
https://peerj.com/preprints/16v1/

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
http://www.slideshare.net/KatjaR/what-to-write-on-twitter-social-media-science-part-1

25. Leveraging a Blog to Secure Funding
Sociologist Margarita Mooney, PhD
Associate Research Scientist
Department of Sociology
Yale University
Twitter: @margaritamooney
http://www.margaritamooney.blogspot.com

26. Leveraging a Blog to Secure Funding
Sociologist Margarita Mooney, PhD
Associate Research Scientist
Department of Sociology
Yale University
Twitter: @margaritamooney
http://www.patheos.com/blogs/blackwhiteandgray/

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. 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. Audioslides Tool
http://www.elsevier.com/about/content-innovation/audioslides-author-presentations-for-journal-articles

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
http://www.elsevier.com/__data/assets/pdf_file/0011/218981/ELS-14-020-Brochure-Get-Noticed-web-LR-
single-pages.pdf

31. Enrich Your Publication: Kudos
http://www.growkudos.com

32. Perspective
http://www.elsevier.com/authors-update/story/publishing-tips/new-kudos-
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. How Kudos Works
https://www.growkudos.com

34. Kudos
http://www.elsevier.com/__data/assets/pdf_file/0011/218981/ELS-14-020-Brochure-Get-Noticed-web-LR-
single-pages.pdf

35. Jove: Peer Reviewed Scientific Video Journal
http://www.jove.com,
Example: http://www.jove.com/video/50182/movement-retraining-using-real-time-feedback-of-performance

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
http://www.rin.ac.uk/our-work/data-management-and-curation/open-science-case-studies

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 -
http://creativecommons.org/licenses/, http://creativecommons.org/licenses/by/4.0/)
Use CC0 licence for datasets
Use the MIT license for code

38. Example

39. Sharing Detailed Research Data is
Associated with Increased Citation Rate
http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0000308

40. Ways to Share Research Data
http://dmp.data.jhu.edu/preserve-share-research-data/sharing-your-research-data/

41. Figshare
http://figshare.com
You can share…
Figures
Datasets
Media (including video)
Papers (including pre-prints)
Posters
Filesets (groups of files)

42. Restrictions to Sharing Research Data
http://dmp.data.jhu.edu/preserve-share-research-data/sharing-your-research-data/

43. Is Sharing Research Data Publicly
Considered Pre-Publication?
Most publishers
(>90% including all
major publishers)
NO
http://f1000research.com/data-policies
In fact: Journals and
publishers welcome
research articles reporting
analyses and conclusions
that are based on
previously published
datasets.

44. Slideshare
http://www.slideshare.net
You can share…
Figures
Datasets
Media (including video)
Papers (including pre-prints)
Posters
Filesets (groups of files)

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.
http://image.slidesharecdn.com/071813slides
haremakinggreatinfographics2-ig-
130721190926-phpapp01/95/what-makes-
great-infographics-1-638.jpg?cb=1379569751
http://blog.slideshare.net/2013/09/11/infograp
hics-are-more-viral/

46. http://www.easel.ly
Using Easel.ly to Create Infographics

47. Regulations around
Digital Saring

48. US Digital Millennium Copyright Act (DMCA)
Yes No
Final PDF
produced by
the publisher
Final accepted
version of the
manuscript

49. Understanding Social Media Citations
http://www.apastyle.org/products/4210512.aspx

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. Citing Social Media Content
http://blog.apastyle.org/apastyle/2013/10/how-to-cite-social-media-in-apa-style.html
Twitter, Individual Author

52. Citing Social Media Content
http://blog.apastyle.org/apastyle/2013/10/how-to-cite-social-
media-in-apa-style.html
Google+

53. Citing Infographics
http://blog.apastyle.org/apastyle/2013/10/how-to-cite-social-media-in-apa-style.html

54. Citing Social Media Content
http://blog.apastyle.org/apastyle/2013/10/how-to-cite-social-
media-in-apa-style.html
Social Media Video

55. Measurement

56. Funders Start Showing Interest in Alternative
Metrics
http://eprints.icrisat.ac.in/12069/1/value-all-research-products.pdf

57. Altmetrics (Article Level Metrics)
 Citations
 Usage: Downloads, Views
 Social Media Mentions, Shares, Likes,
Comments, Links, Clicks, etc.
 Referring data and knowledge bases

58. Use Novel Measurement Tools
 Institutional
 PlumAnalytics
 Altmetrics
 Personal
 ImpactStory

59. PlumAnalytics Profile: Antony Williams
Courtesy of
PlumAnalytics

60. Social Media Reach by Topic Areas
Courtesy of
PlumAnalytics

61. Tracking Impact Prior to Citations
Courtesy of
PlumAnalytics

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. 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. The Digital Patient
Ref. Pew Internet Research. Social Media Usage: 2005-2015. Pew Research Center, October 2015.;
http://www.cdwcommunit.com/perspectives/expert-perspectives/todays-digital-patient/

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

67. “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

68. “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

69. 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)
Yelp.com
HealthGrades.com
Vitals.com
RateMD.com
ZocDoc.com
YellowBook.com
LinkedIn.com
Manta.com
MerchantCircle.com
Google+LocalZocDoc.com
RealSelf.com
InsiderPages.com
SuperDoctors.com
Citysearch.com
YahooMaps.com
AngiesList.com
Bing.com
RealSelf.com
UCompareHealthCare.com
YellowBot.com
YahooLocal.com
Avvo.com
EveryDayHealth.com
Wellness.com
PhysicianCompare (doctors who accept
Medicare for payment)
Examples

70. Reviews

71. 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

72. 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: HealthGrades.com,
Vitals.com, Yelp.com, YP.com, RevolutionHealth.com,
RateMD.com, Angieslist.com, Checkbook.org, Kudzu.com, and
ZocDoc.com.
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.

73. 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

74. Setting Up Google Alerts
https://www.google.com/alerts#

75. Setting Up Google Alerts
https://www.google.com/alerts#

76. 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,
Reputation.com. 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.

77. 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!

78. 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.

79. 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.

80. “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.

81. 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

82. 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

83. 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

84. 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.).

85. 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

86. 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:
https://support.google.com/legal/answer/3110420?rd=1)

87. 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.)

88. 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.

89. Contact information
Email: katja.reuter@usc.edu
Twitter: @dmsci
Blog: https://digitalmediaandscience.wordpress.com
Katja Reuter, PhD
Online R es our c es
http://sc-ctsi.org/digital-scholar/