This document outlines tips for using social media to promote one's career and disseminate knowledge as an academic. It discusses building an online platform through consistent branding, producing relevant content across appropriate platforms like Twitter, and curating others' work. The document also provides guidance on leveraging altmetrics and blogging each publication to disseminate research more widely. Finally, it explores how to teach and advocate for public health online by meeting learners and audiences where they are on social media.

1. How to Disseminate Knowledge
and Promote Your Career
Using Social Media
Michael A. Gisondi, MD
Stanford Department of Emergency Medicine
November 2021

3. Agenda
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

4. Objectives
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

5. Disclosure
Editorial Board
International
Clinician
Educators
Blog

6. Disclosure
Podcast
Co-Host
Academic
Life in
Emergency
Medicine

7. Crowdsource
#MedTwitter

8. SlideShare.net

9. “From Twitter to Tenure”
Michelle Lin, MD (‘98) - May 2014

10. Stanford
Intro Sems

11. A Stanford Conference on Social Media and COVID-19 Misinformation
Stanfordinfodemic.org
August 26, 2021

15. Workshop
Agenda
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

16. National Reputation = Promotion

17. Platform = Promotion

18. 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

26. 3 Tips: to Build Your Platform
Consistent
Professiona
l
Brand
Produce
Relevant
Content
Correct
Social
Media
Platform

27. “
”
“Your brand is what other people
say about you when you’re not in
the room.”
Jeff Bezos, founder of Amazon

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

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

33. Stay on Brand

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

35. NEVER:
Post About
Patients
Digital Brand Pitfall

36. Tip 2:
Select the
Correct Social
Media Platform

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

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.

41. http://www.momthisishowtwitterworks.com/

42. 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.

43. @StanfordRad
@StanfordRadRes
@StanfordRadiologyPD
@StanfordRadOnc
@StanfordPedRad
@StanfordMSKRad
@StanfordBodyRad
@StanfordRadCVI
@StanfordMed
@StanfordChild
@Stanford
@MikeGisondi
@StanfordEMED

44. Tips for ‘Who to Follow’

45. Tip 3:
Contribute
Content

46. Now that information is ubiquitous, simple
information exchange has relatively low value.
In its place, shared wisdom,
and the opportunity to engage in
problem-solving in practice-relevant ways.
Graham McMahon, MD – CEO and President, ACCME, 2016

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

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

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

53. #HMIChat and #MedEdChat

54. Workshop
Agenda
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

55. Out with The Old

56. MedicalTeacher Impact Factor: 2.6

57. In with The New

63. 3 Tips: to Disseminate Your Research
Leverage
Altmetrics
Blog
Every
Publication
Amplify
Others

64. Tip 1:
Leverage
Altmetrics

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

66. Credit: Wiley

67. h-index
J.E. Hirsch (2005), Proceedings of the NAS.

68. 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

71. Tip 2:
Blog
Every
Publication

72. Blog Every Publication

74. How toWrite a
Blog Post in
10 Easy Steps
1. InterestingTopic
2. Audience
3. Outline
4. Main Idea, “The Lead”
5. Body of Post:
6. MagneticTitle
7. Compelling Subheading
8. Graphics
9. Hyperlinks
10. Call to Action
Michael A. Gisondi, MD
Stanford University

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

76. Further
Reading

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

79. Workshop
Agenda
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

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

81. Where are your learners?

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

87. Workshop
Agenda
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

89. Use Your Platform!

90. 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.

91. Feedback or Questions?
mgisondi@stanford.edu