Who is afraid of Social Media?A survival guide for medical researchers and scientists

Mugur V. Geana, MD, PhDAssociate Professor of Strategic Communication

Director, Center for Excellence in Health Communication to Underserved PopulationsWilliam Allen White School of Journalism and Mass Communications

University of Kansas

Dragon attack by Andree Wallin

Researcher

Administrator

Physician

Social Media

• What is social media• Social media platforms• Social media for medical/public health

researchers• Social media for practitioners• “Measuring” social media• A “quick and dirty” survival kit

• Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.

• Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create , discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities and individuals.

From Wikipedia, the free encyclopedia

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It is a MESSMediated End to Social Simplicity

• Jackie and Chris explaining social media

• Founded in February 2004• December 2012:

• Monthly active users were 1.06 billion (up 25%)• Daily active users (DAU): 618 billion (up 28%)• Mobile active users (MAU): 680 million (up 57%)• MAU > web DAU forth quarter 2012

USERS• Connect• Share• Follow• Get answers• Learn

PHYSICIANS• Connect

• Educate/Answer• Promote• BrandRESEARCHERS

• Learn• Identify

• Explore and test• Brand

• Timian, A., Rupcic, S., Kachnowski, S., & Luisi, P. (2013). Do Patients “Like” Good Care? Measuring Hospital Quality via Facebook. American Journal of Medical Quality.

• Zamora, R. (2013, October). Social Media Marketing for Dental and Medical Professionals. In AAOMS 95th Annual Meeting. Aaoms.

• DeCamp, M. (2013). Physicians, social media, and conflict of interest. J Gen Intern Med.

• Courtney, K. L. (2013). The Use of Social Media in Healthcare: Organizational, Clinical, and Patient Perspectives. Enabling Health and Healthcare Through ICT: Available, Tailored and Closer, 244.

• "With Facebook, where we get in trouble at times as professionals is when we start friending patients in ways that are perhaps inappropriate, or when patients start friending us," David Fleming, MD, chair of ACP's Ethics, Professionalism, and Human Rights Committee.

• Physicians should avoid making or accepting "friend" requests through social networking websites with past or current patients.

• Instead, doctors should separate their professional and social lives online and direct patients to correct avenues of information if they contact doctors through social networks, according to the policy statement issued jointly on Thursday, April 11, 2013 by the American College of Physicians (ACP) and the Federation of State Medical Boards (FSMB).

http://scienceroll.com/2012/08/15/how-do-patients-choose-doctors-online-cartoon/

• Founded in March 2006• December 2012:

• Over 500 million users• Over 350 million tweets/day• Over 1.5 billion search queries/day

USERS• Build communities• Have conversations• Get updates• Ask questions• Self image

PHYSICIANS• Engage

• Educate/Answer• Promote

• Brand visibilityRESEARCHERS• Learn

• Identify• Explore and test

• Brand

140characters

• Lampos, V., De Bie, T., & Cristianini, N. (2010). Flu detector-tracking epidemics on Twitter. In Machine Learning and Knowledge Discovery in Databases (pp. 599-602). Springer Berlin Heidelberg.

• Achrekar, H., Gandhe, A., Lazarus, R., Yu, S. H., & Liu, B. (2011, April). Predicting flu trends using twitter data. In Computer Communications Workshops (INFOCOM WKSHPS), 2011 IEEE Conference on (pp. 702-707). IEEE.

• Scanfeld, D., Scanfeld, V., & Larson, E. L. (2010). Dissemination of health information through social networks: Twitter and antibiotics. American journal of infection control, 38(3), 182-188.

• Paul, M. J., & Dredze, M. (2012). A model for mining public health topics from Twitter. HEALTH, 11, 16-6.

Twitter Search: people top follow

Topsy: index, analyze and rank content and trands

Trendsmap:Map trending topics

• Founded in February 2005; Owned by Google• December 2012:

• Over 1 billion unique visitors/month• 72 hours of video uploaded every minute• 25% global views from mobile devices

USERS• Share video• Follow• Get answers• Learn

PHYSICIANS• Educate• Answer• Promote• BrandRESEARCHERS

• Audience research• Promotion/campaigns

• Message testing• Brand

• Things to know about colonoscopy – Nebraska Medical Center

• Cancer and Palliative Care: A Patient’s Perspective

• Farnan, J. M., Paro, J. A., Higa, J., Edelson, J., & Arora, V. M. (2008). The YouTube generation: implications for medical professionalism. Perspectives in biology and medicine, 51(4), 517-524.

• Hayanga, A. J., & Kaiser, H. E. (2008). Medical information on YouTube. JAMA: the journal of the American Medical Association, 299(12), 1424-1425.

• Adlassnig, K. P. (2009). An analysis of personal medical information disclosed in YouTube videos created by patients with multiple sclerosis. Medical Informatics in A United and Healthy Europe: Proceedings of Mie 2009, 150, 292.

• Pandey, A., Patni, N., Singh, M., Sood, A., & Singh, G. (2010). YouTube as a source of information on the H1N1 influenza pandemic. American journal of preventive medicine, 38(3), e1-e3.

YouTube Suggest: keyword suggestion toolYouTube Insights for Audience: audience research toolYouTube Keyword Tool: keyword research tool

http://www.glasbergen.com/digital-lifestyle-cartoons/?nggpage=10

• Launched in May 2003• December 2012:

• Over 200 million members worldwide• 64% of members located outside USA• Recent graduates – fastest growing group

USERS• Networking• Job search• Get answers• Self promote• Recruitment

PHYSICIANS• Join/Follow professional groups

• Self promote• Network• Job searchRESEARCHERS

• Professional audience research• Search collaborators/projects

• Self branding• Research ideas

• Launched in June 2011• December 2012:

• Second largest social networking site in the world• Over 500 million registered users• Uses “multiple layers” to create and maintain social

networks

USERS• Connect• Share• Follow• Get answers• Learn

PHYSICIANS• Connect

• Educate/Answer• Promote• Brand

RESEARCHERS• Learn

• Collaborate• Identify

• Explore and test• Brand

• Kairam, S., Brzozowski, M., Huffaker, D., & Chi, E. (2012, May). Talking in circles: Selective sharing in google+. In Proceedings of the 2012 ACM annual conference on Human Factors in Computing Systems (pp. 1065-1074). ACM.

• Watson, J., Besmer, A., & Lipford, H. R. (2012, July). + Your circles: sharing behavior on Google+. In Proceedings of the Eighth Symposium on Usable Privacy and Security (p. 12). ACM.

• Landeweerd, M. (2013). E-commerce user adopion of Google-the success of google search, the failure of google health and the future of google+.

• Ribisl, K. M., & Jo, C. (2012). Tobacco control is losing ground in the Web 2.0 era: invited commentary. Tobacco Control, 21(2), 145-146.

Google+ statistics

A report from ForeSee shows Google+ at the top of customer satisfaction rankings and Facebook at the bottom.(Credit: Screenshot by Donna Tam/CNET)

If you are a medical practitioner:

DON’T DO IT!

The “quick and dirty” survival kit

If you want to use social media for health promotion or disease prevention

You need a communication plan:• Audience identification• SWOT Analysis• Strategic plan• Message development• Media plan• Tactics• Timeline• Assessment procedures

If you are a researcher:

Confirm that your study population uses social media… and which one

Decide what you want to use social media for: • Recruitment• Intervention• Evaluationany combination of the above

Immerse yourself in that social media BEFORE running the study• Presence• Networking• Credibility (following/followers)

If you are a researcher:Decide on the data to be collected, and the collection process:

• From whom• What data• How• Dealing with clutter

Decide which application/service is best for providing you with data:

• Ask for trial period• Conduct a test run

Decide on data analysis procedures• Content analysis• Network analysis• Employ descriptive an inferential statistics

• Social media is a dynamic environment• Parameters may change during the study – be

prepared, be proactive• Continuous monitoring is paramount• If content analysis make sure intercoder

agreement is over 80%• Triangulation studies which provide further

data validation are stronger

GOOD LUCK!

• Ad spending during the Super Bowl XVI and brand “buzz” created by the commercial

• Data mining tweets for keywords related to the aired commercials

• Word map in Tweeteriffic • Coded keyword relevance within the Twitter

stream• Importance / distribution over time

Using social media for research

Using social media for research

Using social media for research

Snickers A-Busch Dorritos Letterman Coke Focus on the Family

Google Denny's E-Trade FloTV0

50

100

150

200

250

300

350

400

Total Buzz/brand

Total Buzz

Buzz

Using social media for research

Snick

ers

A-Busch

Dorritos

Letterm

anCoke

Focus o

n the F

amily

Google

Denny's

E-Trad

eFlo

TV$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$30,000,000

$35,000,000

$40,000,000

Estimated Cost to reach 1% of generted Buzz

Estimated Cost to reach 1% of generted Buzz

Using social media for research

Snickers A-Busch Doritos Letterman Coke Focus on the Family

Google Denny's eTrade FloTV0

50

100

150

200

250

300

350

Brand and content buzz

BrandContent

Buzz

Using social media for research5:

185:

285:

385:

425:

495:

515:

525:

545:

565:

596:

066:

116:

136:

146:

206:

246:

266:

276:

296:

326:

336:

376:

396:

446:

466:

577:

107:

207:

327:

387:

397:

417:

537:

547:

577:

598:

088:

128:

168:

238:

338:

509:

07

0

5

10

15

20

25

30

Anheuser-Busch

commercialsTotal brandTotal content

Buzz

Using social media for research

5:185:38

5:495:52

5:545:59

6:116:14

6:266:32

6:376:44

6:577:20

7:387:41

7:578:08

8:238:50

0

5

10

15

20

25

Doritos

commercialsTotal/Dorritos brandTotal content

Thank you!

Dr. Mugur GeanaEmail: geanam@ku.eduPhone: (785) 864-4343

http://journalism.ku.edu/CEHCUPhttp://www.facebook.com/KuJournalismCEHCUP