Social media and cancer communities
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SOCIAL MEDIA AND CANCER COMMUNITIES
Matthew Katz, MD
Considerations in Clinical PracticeJune 2, 2014
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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
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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
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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
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Risks of Social Media
Patient Loss of boundaries Misinterpreted/bad communication
Professional Reputation Malpractice
Personal Split personality (personal/professional) Burnout
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Benefits of Social Media
Patients Coordinate Care Improved communication
Career Networking Education Career Opportunity Reputation Management
Research Collaboration Funding
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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
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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
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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
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Most Efficient = RSS
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Online Community Life Cycle
Young C, JMIR 2013http://1.usa.gov/1lYG9yb
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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
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Social Networks for Professionals
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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
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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
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Source: Creation Pinpoint, http://bit.ly/QOJqCy
Where are they?
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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
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How to start on Twitter*
* Applies to most platforms
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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
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#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
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#BCSM Activity, March 2014
Source: Symplur.com
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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 #gyncsmhttp://gyncsm.blogspot.com/p/tweet-disclaimer.html
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#LCSM Growth
Source: Symplur.com
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Source: Symplur.com, http://bit.ly/1cAmuR7
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Source: International Urology Journal Club, http://bit.ly/1io3Fx9
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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
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Share Your Expertise
http://slidesha.re/1hTBgk7
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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
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One of many options
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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
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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
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Thank you
ASCO
Don Dizon et al.
All my teachers, online and in person