Social Media:It Ain’t Going Away


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Plenary presentation at the CAPCSD Meeting, Phoenix, AZ, April 19, 2013.

Facebook, Twitter, and LinkedIn - oh my! Keeping up with various social media platforms, their potential uses in academic and clinical settings, and their users can be rewarding as well as challenging. The presenters will address how we may teach students to use social media for create personal learning networks and for professional advancement, while also providing guidance regarding the ethical and professional issues that may arise. They will address departments’ use of these media to enhance teaching, visibility, and intellectual community, including some of the newest developments in ever-evolving electronic communication.

After attending this session, participants will be able to:
•list emerging opportunities for the use of social media technologies in educational
•Analyze social media opportunities for strengths and potential consequences; and,
•outline policies and procedures for use that advance learning but also adhere to
legal and ethical guidelines.

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  • First, I want to start with the disclosure that I have been asked to make. I have a financial relationship with the American Speech-Language-Hearing Association (ASHA). They pay my salary. I have worked at ASHA for over 7 years. I have no nonfinancial relationships to disclose with regards to this presentation.
  • I like this idea of providing disclosures at the beginning of a presentation. I like the transparency it brings to the conversation. I was just at a nonprofit technology conference last week and I realize it would have been nice to understand the various biases that people bring to a specific topic. So, I thought I would take a moment to provide a few more disclosures that are relevant to what I’m going to talk about today.
  • First off, I am not a speech-language pathologist or Audiologist. I do not presume to know what life is like in the trenches for practicingspeech-language pathologists and audiologists.
  • My work at ASHA has brought me into contact with a great number of dedicated CSD professionals. My youngest daughter has been to see a SLP. I really admire the work that CSD professionals do in the world. So, I am not a completely unbiased observer.
  • I do not presume to know the specific challenges you face as academic program chairs, faculty, and so on.
  • However, I have spent time in an Academic institution and I have been an observer as my wife has pursued a second degree in nursing after many years out of school. Things have changed quite a lot!
  • I do not plan to give legal advice, but if anything I say comes across as legal advice, please get a second opinion.
  • At this point, you may be asking yourself: what does he know? The answer is: I have a range of experience in the world of web development and online communications. I have helped small social service organizations and large nonprofits develop websites. I have worked on developing social media strategy and policies for ASHA. I have witnessed how SLPs and Audiologists have used social media to connect with one another and advance their professional development.
  • OK, enough about me.Let’s talk a little about the informationlandscape we are all working in now.
  • Raise your hand if you remember receiving your first email? If you were like me, it probably felt pretty exciting. The interface was completely rudimentary, the email addresses were ridiculously long, but it felt cool to get what was basically an electronic letter over the internet. I still remember going to the computer lab to log in to Pine (PROMPT: this interface may be familiar to some of you) and “check my email.”
  • According to a 2002 Pew Internet Survey, 26% of workers still looked forward to email! Only 5% said that they dreaded receiving email, and only 4% admitted feeling overwhelmed by it. I find that pretty remarkable. Does anyone here still look forward to checking email? Congratulations!
  • Fast forward 10 years. Times have certainly changed. I do not get excited to open my email now. For one thing, my email is with me all the time [show phone] and I get a ton of it. The emotion I generally associate with email now is dread or anxiety. Does anyone else feel the same way?According to a July 2012 report by the McKinsey Global Institute, the average interaction worker spends an estimated 28 percent of the workweek managing e-mail. That is an amazing statistics. 28%!!
  • According to a Email Statistics Report by The Radicati Group, a technology market research firm, the average corporate email user sent and received an estimated 105 messages a day in 2011. Does anyone here send or receive more than 105 emails a day? Me too!
  • So, why are we talking about email in a session on social media? The answer is that our experience with Email is representative of a larger issue that we are facing. More access to information is helping us and hurting us at the same time.
  • So how might you help students prepare for learning in an environment of information overload? One strategy could be to encourage them to develop a Personal Learning Network. I have to admit that over the years I have developed a Personal Learning Network without ever knowing to call it that until recently.
  • So, I thought I would define what a Personal Learning Network is.I think the following definition is as good as any I’ve come across. “Personal Learning Networks are systems that help learners take control of and manage their own learning… Simply put: A PLN is a system for lifelong learning.” My own personal learning network is that I belong to two professional associations related to associations and nonprofits and I regularly read and participate in online discussions on technology and online communications. I also follow specific people on Twitter that do a good job curating and synthesizing information on topics of interest to me. More on how to do that in just a minute.
  • So why does a PLN work? There are probably a lot of answers to that question and I did some reading on the topic. One good answer can be found in the research of Peter Pirolli. He is currently a Research Fellow in the Augmented Social Cognition Area (I’m not sure what that is) at the Palo Alto Research Center (PARC). Formerly known as Xerox PARC, that is the place that came up with the concepts for laser printing, the graphical user interface, and the Ethernet. Before joining PARC, he was a Professor in the School of Education at UC Berkeley. He received his doctorate in cognitive psychology from Carnegie Mellon University in 1985. When he first began thinking about how people seek information, he began in the context of social networks in the physical, world. In one early study on information seeking, published in Psychological Review in 1999, he and Stuart Card, PhD examined the work of analysts at a company that published technical newsletters. Each analyst was responsible for combing through about 50 magazines and journals each month, and consolidating the relevant information into a concise newsletter on market trends in a very specific market subfield to which he or she was assigned. But as it turns out, the analysts also made a point of passing on relevant articles to their colleagues who covered other, related subfields but who they knew didn't receive that particular magazine. They could literally learn relevant information more in a group than they could individually.That has been my own personal experience.
  • It’s important that people choose where they want to participate and develop a Personal Learning Network. Unless you are a paid social media consultant or have unlimited time, there is very little value in participating everywhere. There are many places SLPs and Audiologists can turn to when they want to develop a Personal Learning Network. I will focus here on two in some detail and make mention of a few more. This is not meant to be an exhaustive list and I am sure some of you have other opportunities to share.
  • Let’s start with Twitter
  • According to Trendstream,Twitter is the third most used social network worldwide (behind Facebook and Google+). It has a massive amount of active users.
  • I am sure you all have heard about Twitter. Who here uses it? For those of you who do not use it: This is the definition of Twitter from their own About page. I’m sure you also know that Twitter limits messages to 140 characters or less.
  • A logical question becomes:How does anyone learn anything in 140 character increments? To understand that, I need to provide a little Twitter walk-through. Twitter experts will have to bear with me.
  • Twitter's origins lie in a "daylong brainstorming session" held by board members of the podcasting company Odeo in 2006 (only 7 years ago). This is an original sketch that one of the founders, Jack Dorsey created of the interface.
  • At 3:50pm on March 21, 2006, Twitter co-founder Jack Dorsey posted the first tweet. Besides the abbreviation of Twitter, the message is pretty simple for anyone to follow. As an aside, the reason the name they started with has no vowels because they were limited to a 5 character SMS shortcode.
  • Things have quickly become a little bit noisier and lot more difficult to follow on Twitter. Some shortcuts have been created.
  • Standards have evolved to help people follow the conversation and connect with like-minded peers.Anatomy of a Tweet:Mention – this is a way to publicly acknowledge or message another person on TwitterRetweet – this is a way of sharing another person’s tweet. You can do this the old way (using the letters “RT”) or through a new way that Twitter has devised.URLShortener – to help conserve characters within the 140 limit, there are a whole host of URL shorteners that make it easier to share big unwieldy links, is another one.Hashtag – Last and one of the main areas I want to focus is on the Hashtag. It lets you follow tweets about a specific topic, event, or from a specific group of people.
  • Here is a just sampling of hashtags related to audiology and speech-language pathology. There are many, many more.
  • There is even a hashtag for ASHA members that are trying to encourage one another to get in shape before this November’s convention. This was not a hashtag that we started, by the way.
  • Here you can see the results of a search on the hashtag #AUDPeeps. Most twitter clients allow you to follow the conversation on a specifichashtag.
  • Here you can see the same thing for the hashtag,SLPeeps. The conversation is completely public and varied, but it generally focuses on the topic specified in the hashtag.
  • A great place to start finding healthcare hashtags is the Healthcare Hashtag Project. Not only will it help you discover connections and find information on Twitter, it also provides statistics on usage and shows top trending hashtags. You can also use it to follow a conference in real time or to discover the best comments from a past conference.
  • Here you can see analytics for the week of the 2012 ASHA Convention. There were over 4,000 tweets using the #ASHA12 hashtag….
  • You can also easily see the participants that used the hashtag the most and see who the top influencers are.
  • There is a great deal of participation across the globe for the hashtags I mentioned. Here is some data gathered over the past year. #AUDPeeps had 558 individual participants.
  • #HearingLoss had over 25 million impressions (the number of times it came up in someone’s twitter stream).
  • SLPeeps had over 53 thousand tweets.
  • And Dysphagia was used by 550 participants. Hashtags tend to allow people to participate in a conversation asynchronously…. CLICK
  • If people prefer a more synchronous environment of discussion, there are also scheduled topical chats on Twitter: For example, #SLPChat is a Twitter based study group.  It is primarily meant for speech and language professionals to collaborate in a more formalized atmosphere for professional development and discussion. They publish a schedule on the Twitter account @SLPChat. More information can be found here:
  • If you still don’t believe me that you can use Twitter for learning, here is a quote from an SLP up in Canada, Tanya Coyle. I found her statement pretty remarkable.
  • Next, I want to share how members are using the ASHA Community to maintain a PLN.
  • What is the ASHA Community? We launched it in the Fall of 2011. It replaced several unconnected online communities: our traditional email lists, our discussion forums, and our membership directory. It is a members-only online network that provides a fairly familiar interface for anyone that used traditional email listservs or online forums. It is basically a hybrid of the two.
  • There are 42 individual discussions on specific topics such as Audiology, Autism, Research, and for each NSSLHA region, and for all 18 Special Interest Groups.
  • Participation is pretty easy. You set up a profile by adding your photo, bio, education, job history OR you can import the information from your LinkedIn profile if you have it there. You can then customize your privacy settings to control how you share specific information (for example, your email address or phone number). Lastly, you can subscribe to the discussions you want to follow. You can elect to receive email notifications in real-time or you can choose to get a nicely formatted daily digest that summarizes all the messages for the day.
  • The search function is much more powerful than our old membership directory. The ASHA Communitydirectory allows you to search for other members by name, location, SIG affiliation, certification status, areas of expertise, primary employment facility, primary employment function, private practice status, and even educational background. When you find someone, you can contact him or her by private message, add him or her as a connection, and view his/her postings, and his/her complete profile.
  • Messages run the gamut from scam warnings posted by me… to discussions on the specific pros & cons of different tablets… to in-depth and highly technical discussions that I do not even attempt to understand.
  • In addition to traditional text messages, participants can share resources (documents, links, webinars, and even YouTube videos) as part of their message or independently. SLPs have posted resources they use for early intervention, and Audiologists have shared audiograms to illustrate
  • We’ve seen a lot of healthy conversation since we launched a year and half ago. Over 60,000 individuals have logged in and there have been over 40,000 content contributions (individual posts and resource library entries).
  • We occasionally spotlight Community members like Robert Fifer and James Coyle. They are members that share their knowledge freely and help make it a valuable learning community. We have one member that has posted 539 messages since we launched a year and a half ago!
  • So, how do you get started? In general, we have found that most people pick up the basics quickly, but we’ve posted a series of video tutorials for posting a message, setting up your profile, and so on on the ASHA Community to help you get started.
  • Coming this Summer, we will have a mobile app available for iOS (iPhone, iPad, and iPod Touch) as well as Android users. Blackberry, Windows Mobile, and other mobile device users will be able to access the mobile app through their mobile browser. The mobile app will provide a mobile optimized experience for ASHA Community members that wish to participate through their mobile phone, rather than the website itself. We’re very excited to make it available.
  • I want to close out my discussion of the ASHA Community with this quote from Catherine Shaker. Catherine was another one of our Community spotlights and I think she does a really nice job describing the value of her participation. Maybe one of you was the wise professor she refers to?!
  • For just a few minutes, I want to talk about some other social networks that SLPs and Audiologists are using. To start I want to mention an emerging social network that has become very popular for SLPs and Audiologists. How many of you have used Pinterest? I mention Pinterest first because it’s obvious that a lot of its user love all things speech and hearing related.
  • Pinterest is now the third most popular referring site to That put’s it well behind Facebook, but just behind PubMed. That is fairly amazing given the fact that Pinterest didn’t exist until March 2010. Even then, it was a private beta and the site wasn’t released to the public until August 2012.
  • Images of cochlear implants, and…
  • Resources for early intervention. In January 2012, comScore reported the site had 11.7 million unique users, making it the fastest site in history to break through the 10 million unique visitor mark.
  • I assume most people have heard about Facebook.
  • It is hard to apply too many superlatives to Facebook. It reaches over a billion users – that is 1 in 7 people on the planet. It beatsPubMed! It is no wonder that many SLPs and Audiologists look to Facebook when looking to connect with colleagues and learn. I sometimes feel like my wife’s entire academic program is being held on Facebook. She goes there when she is working on homework. That is where all the conversation between students occurs.
  • Megan Panatier, a California licensed Speech Language Pathologist uses her site to provide the latest stories and news about communicative disorders, language, speech therapy, education, science, linguistics, literacy and technology found on the web. Avocado Technologies on Facebook. She writes specifically that Avocado Technologies on Facebook is designed to be a “Personal Learning Network for parents, children, grandparents and other professionals.”
  • Another obvious venue for developing a PLN is LinkedIn. LinkedIn has been slowly but surely growing over the years. They now claim to have 200 million members in 200 countries and territories around the globe. They have been working to enhance the groups function they offer and there are a lot of SLP and Audiology-focused groups out there…
  • For example, here is an Audiology focused LinkedIn group. You can find other members of the group, post discussion topics, and share jobs. LinkedIn also provides a nice curated news feature for subscribers. LinkedIn is a very natural place to connect professionally.
  • As with anything positive, there are risks that students and new professionals need to consider.
  • It is clear that people are starting to sense that we are sharing too much information online. An Intel study on mobile ettiquette put the number at 9 out of 10 people. I’m not quite sure who the 1 out of 10 people are?!
  • In 2009, the Association of American Medical Colleges fielded an anonymous electronic survey was sent to deans of student affairs, their representatives, or counterparts from each institution in the Association.  Sixty percent of US medical schools responded (78/130). A majority reported incidents of students posting unprofessional online content.
  • Obviously a big issue in healthcare is violating patient confidentiality. I imagine this number would be of concern to a lot of you. This is something that students really need to think about.
  • Some other concerns were reported…
  • The problem is that professional and personal lives collide. A 2011 Pew Internet Life survey clearly shows that consumers are looking online for health information.
  • More importantly, they are also looking online for providers and they are reviewing the web for information about their providers. People will look you up if they want to do business with your, hire you, or choose you for health services. What will they find when they do? Rather than tell students all the things that they should avoid doing online (which were pretty well covered a couple of slides ago), I thought I’d focus on what I think they should do. Here are the three recommendations I would make.
  • I would encourage any professional to take the time to create a LinkedIn profile and connect with colleagues. It is basically an online resume or CV. If you want to get extra credit, create a Google+ profile. When someone “Googles” you, most people would probably prefer that their LinkedIn or Google+ profile would come up first.
  • There is a lot of talk these days about content curation. Basically, that means sharing useful information with the world. Be the signal, not the noise. Content curation not only helps your online colleagues, it also establishes you as a professional with expertise to share. Start a blog or create a Twitter account and post useful things. There are way too many social media experts out in the world blogging and tweeting to no end (trust me). I think the online world needs more SLPs and Audiologists sharing their expertise. If someone doesn’t have time to maintain a blog, I would recommend guest posting on another, active blog. We are always looking for new bloggers for ASHA’s blog and I imagine many other blogs are, as well. You may build up a following like Megan Panatier, an SLP in Los Angeles.
  • Chris Brogran, a prominent writer on social media says that “Recommendations are social proof.” I really like the concept of social proof. As more and more people look to Yelp for recommendations for what restaurant to go to, many health consumers are looking to LinkedIn and other sites for provider recommendations. I would recommend that any professional work to get some recommendations on LinkedIn, or at least some endorsements (which is the simpler recommendation format they rolled out last year). Please feel free to add to my list of endorsements here, by the way!
  • Ok, I am getting pretty close to the end of my presentation… Given the news this week… I wanted to close with a couple of positive stories about how social media is having a positive impact on the world. Any single Tweet may seem insignificant, but taken together billions of Tweets can unlock insights to our public health. Michael J. Paul and Mark Dredze, of the Johns Hopkins University, analyzed two billion Tweets for relevance to health information and then compared the results to data from the Centers for Disease Control. They demonstrated that Twitter can accurately track the spread of influenza, the peak of allergies and predict how diseases spread and change over time. Their research suggests new uses for big data.
  • Every year Packard Children’s Hospital in Palo Alto, Calif., throws a Halloween party to give kids with serious illnesses the chance to experience a “normal” Halloween. The staff makes each nursing station a designated place to stop for treats, and encourages the kids to wear costumes and stop at each one, like kids going door-to-door. Nurses and doctors dress up too, of course. Since parents are sometimes not able to stay full-time during a child’s long illness, the staff wanted to find a way to reach the extended families and local communities of children who have travelled long distances for treatment. Their solution: Trick or Tweet. It’s a way for loved ones who can’t be there in person to experience the moment as it happens. Staff take and Tweet photos of the costumed kids, and encourage families back home to follow along and respond on Twitter.
  • I want to end with this quote from a prominent speaker on social media, Mitch Joel. I really hope I have given you some ideas for where you and your students can add your voices and be active participants. I appreciate you taking the time to listen to me talk this early in the morning.
  • I was little late pulling my slides together to post on the website, but I have made them available online. You can also contact me through Twitter (of course) or email. Thank you!!
  • Social Media:It Ain’t Going Away

    1. 1. Social Media: It Ain’t Going Away(Part 2)Tom JelenDirector of Online CommunicationsASHA
    2. 2. I have a financial relationshipwith the American Speech-Language-Hearing Association(ASHA). They pay my salary. Ihave worked at ASHA for over 7years. I have no nonfinancialrelationships to disclose.
    3. 3. Some voluntary disclosures…
    4. 4. I am not a SLP or Audiologist.
    5. 5. I greatly admire the work ofSLPs and Audiologists.
    6. 6. I have never worked in a University.
    7. 7. I graduated with a ComputerScience degree from theUniversity of Dayton. I have acertificate in DocumentaryFilmmaking from GWU.My wife is in Nursing School atthe University of Maryland.
    8. 8. I am not a lawyer.I don’t even watch Law & Order.
    9. 9. I have worked in OnlineCommunications since 1998.
    10. 10. Information Overload
    11. 11. Source:
    12. 12. In 2002, 26% of Workers stilllooked forward to email.Source:
    13. 13. In 2012, “More than a quarterof the average workers day isspent answering and readingemails.”Source:
    14. 14. “In 2011, the typicalcorporate email user sendsand receives about 105email messages per day.”Source:
    15. 15. “The resulting abundance of –and desire for more… informationhas come to be perceived in somecircles, paradoxically, as thesource of as much productivityloss as gain.”-Anthony LincolnSource: FYI: TMI: Toward a holistic social theory of information overload by Anthony Lincoln. First Monday, Volume16, Number 3 - 7 March 2011.
    16. 16. The Personal Learning Network (PLN)
    17. 17. “Personal Learning Networks aresystems that help learners takecontrol of and manage their ownlearning… Simply put: A PLN is asystem for lifelong learning.”Source:
    18. 18. “What often happens is thatpeople can produce, learn andsynthesize more usefulknowledge in groups than anyone of them could alone.”Source:
    19. 19. Pick Your Poison (or Social Network)
    20. 20. Twitter
    21. 21. For the final quarter of 2012,Trendstream’s Global WebIndex estimated that Twitterhad 288 million active users.Source:
    22. 22. “Twitter is a real-time informationnetwork that connects you to thelatest stories, ideas, opinions andnews about what youfind interesting.”Source:
    23. 23. How does anyone learnanything in 140 characterincrements?
    24. 24. Source: Jack Dorsey’s Flickr account:
    25. 25. In October 2012, Twitter’s CEOannounced that Twitter is nowprocessing half a billion tweetsa day.Source:
    26. 26. #AUDPeeps, #HearingLoss,#SLPeeps, #Dysphagia
    27. 27. #ASHAFit13
    28. 28. The Healthcare Hashtag Project Discover where the healthcare conversationsare taking place.2. Discover who to follow within your specialtyor disease.3. Discover the best from conferences in real-time or in archive.Source:
    29. 29. From April 15, 2012 – April 16, 2013#AUDPeeps3,078,623 Impressions3,206 Tweets558 Participants
    30. 30. From April 15, 2012 – April 16, 2013#HearingLoss25,332,813 Impressions10,722 Tweets3,467 Participants
    31. 31. From April 15, 2012 – April 16, 2013#SLPeeps64,435,282 Impressions53,623 Tweets4,855 Participants
    32. 32. From April 15, 2012 – April 16, 2013#Dysphagia1,287,992 Impressions1,763 Tweets550 Participants
    33. 33. @SLPChat |
    34. 34. “I’ve learned more from a shorttime on Twitter than at anynumber (and possibly all) of theconferences I’ve ever attended.”Tanya CoyleSouthern Ontario, CanadaSource:
    35. 35. ASHA Community
    36. 36. “The ASHA Community is aplace for members to shareinformation, ask for help,discuss problems and lessonslearned, and simply enjoytalking with colleagues.”Source:
    37. 37. Since the launch in October2011, there have been 40,307content contributions on theASHA Community.Source:
    38. 38.
    39. 39. Coming soon…
    40. 40. “When I received my Masters in 1977, a wiseprofessor told us the most important thing welearned in grad school was the value of learning,reflective thinking and asking questions. I havealways had a commitment to learn something newevery day, and to ask questions that make me a morecritical thinker. The ASHA Community provides awonderful way to share information, learn fromothers, [and] problem-solve patient and professionalissues.”Catherine Shaker, CCC-SLPOrlando, Florida
    41. 41. “Pinterest is a tool for collectingand organizing things you love.”Source:
    42. 42. In March of 2013, Pinterest.comwas the third most popularreferring site to Google Analytics. Retrieved April 16th 2013.
    43. 43. “Facebooks mission is to givepeople the power to share andmake the world more open andconnected.”Source:
    44. 44. In March of 2013, Facebook.comwas the most popular referringsite to ASHA.orgSource: Google Analytics. Retrieved April 16th 2013.!!!
    45. 45. “Our mission is simple: connect theworlds professionals to makethem more productive andsuccessful. When you join LinkedIn,you get access to people, jobs,news, updates, and insights thathelp you be great at what you do.”Source:
    46. 46. Some Words of Warningfor New Professionals
    47. 47. Nine out of 10 U.S. adults reportthat they believe people aresharing too much informationabout themselves online.Source:
    48. 48. 60% (47/78) reported incidents ofstudents posting unprofessionalonline content.Source: Chretien KC, Greysen S, Chretien J, Kind T. Online Posting of Unprofessional Content by MedicalStudents. JAMA. 2009;302(12):1309-1315. doi:10.1001/jama.2009.1387.
    49. 49. Violations of patient confidentialitywere reported by 13% (6/46).Source: Chretien KC, Greysen S, Chretien J, Kind T. Online Posting of Unprofessional Content by MedicalStudents. JAMA. 2009;302(12):1309-1315. doi:10.1001/jama.2009.1387.
    50. 50. Student use of profanity (52%;22/42), frankly discriminatorylanguage (48%; 19/40), depictionof intoxication (39%; 17/44), andsexually suggestive material (38%;16/42) were commonly reported.Source: Chretien KC, Greysen S, Chretien J, Kind T. Online Posting of Unprofessional Content by MedicalStudents. JAMA. 2009;302(12):1309-1315. doi:10.1001/jama.2009.1387.
    51. 51. 80% of internet users have lookedonline for information about any of15 health topics such as a specificdisease or treatment. Thistranslates to 59% of all adults.Source: The Social Life of Health Information, 2011
    52. 52. 16% of internet users, or 12% ofadults, have consulted onlinerankings or reviews of doctors orother providers.Source: The Social Life of Health Information, 2011
    53. 53. Create a professionalonline presence.
    54. 54. Establish yourprofessional expertise.
    55. 55. Create social proof.
    56. 56. The Future of Public HealthSource:
    57. 57. Trick or TweetSource:
    58. 58. “Once you can understand where theconversation is, who leads, the typeof voices and the best place for youto add your voice, you can then startbecoming a more active participant.”Mitch JoelPresident of Twist ImageSource:
    59. 59. How to access this presentation:Contact me:Twitter: @tomjelenEmail: