Transcript Who is afraid of Social Media? A survival guide for

Who is afraid of Social Media?
A survival guide for medical researchers and scientists
Mugur V. Geana, MD, PhD
Associate Professor of Strategic Communication
Director, Center for Excellence in Health Communication to Underserved Populations
William Allen White School of Journalism and Mass Communications
University of Kansas
Social Media
Researcher
Physician
Administrator
Dragon attack by Andree Wallin
• 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 usergenerated 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
• Jackie and Chris explaining social media
• Founded in February 2004
• December 2012:
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•
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
PHYSICIANS
USERS
•
•
•
•
•
Connect
Share
Follow
Get answers
Learn
RESEARCHERS
• Learn
• Identify
• Explore and test
• Brand
• Connect
• Educate/Answer
• Promote
• 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
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•
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Build communities
Have conversations
Get updates
Ask questions
Self image
140
characters
PHYSICIANS
RESEARCHERS
• Learn
• Identify
• Explore and test
• Brand
• Engage
• Educate/Answer
• Promote
• Brand visibility
• 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.
Topsy: index, analyze and rank content and trands
Trendsmap:
Twitter Search:
people top follow
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
PHYSICIANS
USERS
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•
•
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Share video
Follow
Get answers
Learn
RESEARCHERS
• Audience research
• Promotion/campaigns
• Message testing
• Brand
• Educate
• Answer
• Promote
• 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
suggestion
tool tool
YouTube
YouTubeSuggest:
Keyword
Insights keyword
for
Tool:
Audience:
keyword
research
audience 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
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•
•
•
•
Networking
Job search
Get answers
Self promote
Recruitment
PHYSICIANS
• Join/Follow professional groups
• Self promote
• Network
• Job search
• Professional audience research
• Search collaborators/projects
• Self branding
• Research ideas
RESEARCHERS
• 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
PHYSICIANS
USERS
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•
•
•
•
Connect
Share
Follow
Get answers
Learn
RESEARCHERS
• Learn
• Collaborate
• Identify
• Explore and test
• Brand
• Connect
• Educate/Answer
• Promote
• 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:
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
DON’T DO IT!
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
• Evaluation
any 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
Total Buzz/brand
400
350
300
Buzz
250
200
Total Buzz
150
100
50
0
Snickers
A-Busch
Dorritos
Letterman
Coke
Focus on the
Family
Google
Denny's
E-Trade
FloTV
Estimated Cost to reach 1% of generted Buzz
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000
$15,000,000
$10,000,000
$5,000,000
$0
Estimated Cost to reach 1% of generted Buzz
Brand and content buzz
350
300
250
Buzz
200
Brand
150
Content
100
50
0
Snickers
A-Busch
Doritos
Letterman
Coke
Focus on the
Family
Google
Denny's
eTrade
FloTV
5:18
5:28
5:38
5:42
5:49
5:51
5:52
5:54
5:56
5:59
6:06
6:11
6:13
6:14
6:20
6:24
6:26
6:27
6:29
6:32
6:33
6:37
6:39
6:44
6:46
6:57
7:10
7:20
7:32
7:38
7:39
7:41
7:53
7:54
7:57
7:59
8:08
8:12
8:16
8:23
8:33
8:50
9:07
Buzz
Anheuser-Busch
30
25
20
15
commercials
Total brand
Total content
10
5
0
5:18
5:28
5:38
5:47
5:49
5:51
5:52
5:53
5:54
5:56
5:59
6:06
6:11
6:13
6:14
6:24
6:26
6:29
6:32
6:33
6:37
6:39
6:44
6:46
6:57
7:10
7:20
7:32
7:38
7:39
7:41
7:54
7:57
7:59
8:08
8:12
8:23
8:31
8:50
9:07
Doritos
25
20
15
commercials
Total/Dorritos brand
10
Total content
5
0
Thank you!
http://journalism.ku.edu/CEHCUP
http://www.facebook.com/KuJournalismCEHCUP
Dr. Mugur Geana
Email: [email protected]
Phone: (785) 864-4343