owning the second you: building online professional presence in pharmacy

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Own the Second You: Building Online Professional Presence Erin Albert, MBA, PharmD, JD Founding Executive Editor-in-Chief – BU Well Associate Professor – Director, Continuing Education – BU @ErinLAlbert www.erinalbert.com

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This is a slide set for a talk I gave 10/1/14 to pharmacy majors on how to manage and build their online professional presence through social media, blogs, and the web.

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Own the Second You:Building Online Professional Presence

Erin Albert, MBA, PharmD, JDFounding Executive Editor-in-Chief – BU WellAssociate Professor – Director, Continuing Education – BUCOPHS@ErinLAlbert www.erinalbert.com

Learning Objectives1. Provide tools and means for you to monitor your brand online.2. Understand the social media guidelines of your employer and

your personal social media policy before jumping on and posting.

3. Explore different social media channels and how they might be used to support your professional brand – Facebook, Pinterest, Snap Chat, Google+, Vine, Instagram Yik Yak and placement posting applications.

4. Blogging platforms for your personal brand (Wordpress, Blogger, and Tumblr).

5. Focus on development of your page on LinkedIn, and the features and benefits of the tools on LinkedIn (Networking/Introductions, Jobs, Groups, Blogging).

Before You Start on Social Media…• What is/are your employers’ policies on SM?• What does FDA say about communication around prescription drugs through

social media? A lot! – http://blogs.fda.gov/fdavoice/index.php/2014/06/fda-issues-draft-guidances-for-industry

-on-social-media-and-internet-communications-about-medical-products-designed-with-patients-in-mind/

– FDA:http://www.fda.gov/AboutFDA/CentersOffices/OfficeofMedicalProductsandTobacco/CDER/ucm403810.htm

• What is your PERSONAL policy on SM?– Friend customers/patients?– Accept their requests to connect?– What if you don’t have a CHOICE who follows you?

• On Twitter• Other SM portals

• What do you want to be known for professionally? (Strengths, values, interesting therapeutic areas, tech, etc.)

• Just defensive online professionalism, or offensive?

What is Professional Presence or Brand Online?

www.pinterest.com

Surprise! There are two of you now.

• Two of you:– 1. The real world you.– 2. The digital you.

• Read section beginning on page 47 of The New Pharmacist.

Google Your Name NOW—What do you see?

Who are you online?Who else has your name online?

Make sure you set up an alert on your name (Google “Google alerts”)

-Make it automatic

Don’t Forget the Basics• Your email address• Your email footer• About.me• Consistency of handles across platforms• Put your professional social media handles on your business card• Buy your domain name

– www.firstnamelastname.com– 8 clever ways to use your domain name: http://www.lifehacker.com.au/2012/02/eight-clever-uses-for-your-personal-domain-name/

Facebook

• Consider segregating your audiences– Work in separate bucket– College friends in separate bucket– High School friends in separate bucket, etc.

• Be careful and think about your network as an onion when posting to various audiences

• Use the boss/grandmother test on everything you post BEFORE you post it

• Assume EVERYTHING you ever post will be online, permanently, FOREVER

Pinterest

• Skews heavily women vs. men• What are you using this for?– Book cover inspiration– 3rd space inspiration– Writing inspiration

• Watch the comments below if you’re re-pinning others’ pins

Google+

• Somewhere between Facebook and LinkedIn• Can segregate contacts in different ‘groups’• Have group page features• Can use hashtags• Google Hangout is the best feature on G+

Snap Chat, Vine, Instagram, Yik Yak

• How are you using these?• Assume everything you post will be here

online forever too• Could you use these to build your professional

brand?

Blogging• Wordpress– What your professional portfolio will be in during the

professional phase– Best part: you can take it with you when you graduate– Lots of free plug ins and free blogging platform– I use Wordpress: www.erinalbert.com

• Blogger– Older than Wordpress

• Tumblr– Shorter than other two – usually shortened posts from other

Wordpress or Blogger blog sites

Schedule Your Posts

• Buffer• IFTTT• Hootsuite• Tweetdeck

LinkedIn

• This is grown up Facebook – everyone is on it.• Skews more heavily males than females.• Discuss: do you have to be on it?– Why?– Why not?

LinkedInBuilding your:1. Best profile2. Brand – Blogging

3. Network4. Info– Slideshare; other site link integration

5. Groups6. Premium account – worth the $?

Building Your Professional Brand with LinkedIn

• Headline: make sure you’re posting on what you are seeking – not just what you are:– “PharmD Candidate, Class of 20XX” - BLAH– “Pharmacy student with a passion for medication

therapy management” – BETTER– “Budding healthcare innovator making a

difference in public health” - BEST

Building Your Network with LinkedIn

Slideshare and LinkedIn

Groups and LinkedIn

Groups and LinkedIn

Tracking Hot Topics through Groups on LinkedIn

Jobs and LinkedIn

Want more?

• Read Mayo Clinic’s Book• Mayo Clinic also has a Social Media Residency for those professionals in healthcare

Questions?

Erin Albert, MBA, PharmD, JDFounding Executive Editor-in-Chief – BU WellAssociate Professor – Director, Continuing Education – BUCOPHS@ErinLAlbert www.erinalbert.com