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Social media and cancer communities

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In this talk I gave at the American Society of Clinical Oncology's annual meeting, I discuss the nature of online cancer communities. I focus on Twitter and the use of hashtags in particular. I also discuss the value of RSS, LinkedIn and how to go about choosing where oncology professionals may want to devote their energies.

Social media and cancer communities

  1. 1. SOCIAL MEDIA AND CANCER COMMUNITIES Matthew Katz, MD Considerations in Clinical PracticeJune 2, 2014
  2. 2. Conflict of Interest  External advisor, Mayo Clinic Center for Social Media  Communications Committee, Massachusetts Medical Society  No financial links, leadership position with any healthcare or social media company
  3. 3. Overview  Social Media  Definition  Risks and Benefits in Medicine  Cancer Communities  Definition and Types  Focus on Twitter, LinkedIn  How it enhances your practice  Communication  Collaboration  Summary
  4. 4. Definition of Social Media “Social media are web-based tools for interaction that, in addition to conversation, allow users to share content such as photos, videos, and links to resources” -- Meredith Gould, The Social Media Gospel
  5. 5. Risks of Social Media  Patient  Loss of boundaries  Misinterpreted/bad communication  Professional  Reputation  Malpractice  Personal  Split personality (personal/professional)  Burnout
  6. 6. Benefits of Social Media  Patients  Coordinate Care  Improved communication  Career  Networking  Education  Career Opportunity  Reputation Management  Research  Collaboration  Funding
  7. 7. Definition of Community  A feeling of fellowship with others, as a result of sharing common attitudes, interests and goals. Source: Oxforddictionaries.com http://bit.ly/1ew9g9F
  8. 8. Brave New World  Geography doesn’t matter as much as internet access  Communities are defined by interest, not location  New dynamics for previously isolated people
  9. 9. POST Methodology People: Know your audience. Objectives: Define goals/endpoints. Strategy: Plan how you want to interact with others online. Technologies: Pick a platform that works for your strategy. Source: Forrester Research http://bit.ly/1nm0KtN
  10. 10. Most Efficient = RSS
  11. 11. Online Community Life Cycle Young C, JMIR 2013 http://1.usa.gov/1lYG9yb
  12. 12. Patient-oriented  Nonprofit  American Cancer Society http://bit.ly/1thFA4e  ASCO http://cancer.net  Macmillan Cancer http://bit.ly/1eHefEe  LIVESTRONG http://bit.ly/RuBGqx  NCI’s LiveHelp http://1.usa.gov/1f1SfPx  For profit  smartpatients.com  talkabouthealth.com  healthtap.com  Live chats  Twitter.com
  13. 13. Social Networks for Professionals
  14. 14. Twitter  Microblogging platform  140 character limit  Founded 2006  2007: 4000 tweets daily  2014  255 M active users, 1 billion registered  11% of Americans tweet at least once a month  80% of world leaders have an account Source: Expanded Ramblings, http://bit.ly/1wTe2E4
  15. 15. Rapid growth of professionals on Twitter • Now ~75,000 healthcare professionals online • 152,000 tweets/day Creation Pinpoint, http://bit.ly/1hU6Kqd http://bit.ly/QOJqCy
  16. 16. Source: Creation Pinpoint, http://bit.ly/QOJqCy Where are they?
  17. 17. Cancer on Twitter Organization Twitter Handle Followers World Health Organization @WHO 1.2 M Mayo Clinic @MayoClinic 754 K American Cancer Society @AmericanCancer 457 K Health Human Services @HHSGov 369 K Science Magazine @ScienceMagazine 249 K NEJM @NEJM 177 K Lancet @TheLancet 111 K National Cancer Institute @theNCI 51 K Institute of Medicine @theIOM 31 K MD Anderson @MDAndersonNews 26 K ASCO @ASCO 24 K AACR @AACR 18 K RSNA @RSNA 14 K American College of Surgeons @AmCollSurgeons 14 K Twitter data, March 29, 2014
  18. 18. How to start on Twitter* * Applies to most platforms
  19. 19. Hashtags on Twitter  Used to identify specific data  Twitter started using for trending topics in 2010  “Narrowcasting” on a channel – but interactive  Can coordinate live chats on a specific topic Source: weknowmemes.com http://bit.ly/1lwUQ7S
  20. 20. #bcsm – Breast Cancer & Social Media  Started July 4, 2011  Organized by two breast cancer advocates and joined by breast surgeon to moderate weekly chats  Focus on advocacy, survivorship, support, metastatic breast cancer, new research
  21. 21. #BCSM Activity, March 2014 Source: Symplur.com
  22. 22. Current cancer chats Tweet chat When Tweets in 2013 #bcsm Monday, 8 PM CST 84391 #btsm 1st Sunday, 9 PM CST 49077 #gyncsm 2nd Wednesday, 8 PM CST 4374 #lcsm Every other Thursday, 7 PM CST 32339 Source: Symplur.com Tweet disclaimer used on #gyncsm http://gyncsm.blogspot.com/p/tweet-disclaimer.html
  23. 23. #LCSM Growth Source: Symplur.com
  24. 24. Source: Symplur.com, http://bit.ly/1cAmuR7
  25. 25. Source: International Urology Journal Club, http://bit.ly/1io3Fx9
  26. 26.  Mainstream  Professional  Default = positive spin  Lots of industry exposure  Helpful for  Showing expertise  Networking and job search  Not as focused as doctor-oriented social networks
  27. 27. Share Your Expertise http://slidesha.re/1hTBgk7
  28. 28. How It May Enhance Practice  Better understanding of our patients  Concerns  Hot topics that come up in clinic  May enhance communications skills  Collaboration  EMR or 3rd party HITECH/HIPAA compliant communications tools  May help with clinical and basic science research  Reputation/Brand Management
  29. 29. One of many options
  30. 30. Where to start  RSS feed  Find a way to bring interesting content to you  Sign up for DISQUS commenting system  LinkedIn.com  Twitter.com  Learn the ropes and listen first  Content curation, creation can follow later
  31. 31. Summary  Social media are pervasive, powerful communications tools  Social media fluency is a skill or tool in medicine  Require some time to learn, but little technical skill needed  You can find communities online that enrich your life and your practice of medicine
  32. 32. Thank you  ASCO  Don Dizon et al.  All my teachers, online and in person

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