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Communication in the age of Social Media or How I Learned to Stop Worrying and Love the Twitter

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Medical Student?

Who Am I 10+ Years in the world of advertising and media before I saw the light

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Web Designer

Graphic Designer

Branding Consultant

Social Media nerd

Radio Producer

Animator & Film Maker

Highly caffeinated Bad dancer

Karaoke fanatic

Music Theatre tragic

Programmer

Failed photocopy maker

GPSN Obsessed

How i split my time The Top 3

Student at UNE School of rural Medicine

Chair of GPSN for 2013 Founder of National Lap band support site

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Armidale NSW What most people probably imagine ...

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UNE Rural medicine The Reality

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What is social media? And why should I care?

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“Social media is like teen sex. Everyone wants to do it. Nobody knows

how.” Avinash Kaushik, Analytics Evangelist, Google

Social Media is a conversation. Between millions of people. word of Mouth on steroids.

The top 4

140 Characters or Less?

Follow networks of user with similar interests.

Communicate with leaders in your field.

Ask for help or advice

Keep up to date with the latest news in your area of interest.

Funniest Home Videos?

Not just for funny cat videos!

Education

Communication

News

Entertainment

Social Media Websites

The Big Daddy

Personal: diary that you share with everyone you have ever known (but shouldn’t)

Pages: powerful tool for communicating with your community

The Professionals

Relationship Management

Expanding Your Network

Getting Introduced To

For Answers

To be found.

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Number of Users

These the total number of active monthly users. Time per visit: 1. Facebook - 25 minutes 43 seconds 2. YouTube – 17 minutes 35 seconds

In Australia (September 2012)

1st 11,500,000 2nd

11,000,000 3rd 2,200,000

4th 2,114,000 13th

377,500

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Obsessed with Facebook Engaging with Generation Y

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Social media is just for young people!

Facebook

•The fastest growing age group on Facebook is 50+

•73% of business people visit every day

LinkedIn

•Largest age segment - 45-54 (36%)

Twitter

•Largest age segment - 45-54 (35%)

My Kids Are On It!

Myth #1

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Social Media & Medical Professionals Usher WT. Australian Journal of Primary Health 2011; 18(1) 31-41

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10%

19% 71% professional use

personal needs

not participating

‘Quick and effective method of communication’

Primarily due to ‘a lack of understanding as to how social media would be used in health care’

Where do Australians look for health info? Preliminary data from survey done (5000 Australians) for the National Health Call Centre Network, 2012

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84%

65%

46%

17%

3%

web

face to face professional

face to face non-professional

written material

TV/radio

I don’t have time for social media

•Start small, just follow

•Start on one social network

•Your mobile is your friend

•Grant and Funding bodies support innovative social media public health engaging youth market

•Find a tame teenager or medical student!

Myth #2

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2012

I ‘m going to get sued

•Treat it like the media (or a domesticated Tiger) – Don’t be afraid to engage but always be cautious

•Ask for advice

•AMA/AMSA Guide Social Media & The Medical Profession http://ama.com.au/socialmedia

•AHPRA Guidelines on the way

Myth #3

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2012

RCGP Social media highway code

1. Be aware of the image you present online and manage this proactively

2. Recognise that the personal and professional can’t always be separated

3. Engage with the public but be cautious of giving personal advice

4. Respect the privacy of all patients, especially the vulnerable

5. Show your human side, but maintain professional boundaries

6. Contribute your expertise, insights and experience

7. Treat others with consideration, politeness and respect

8. Remember that other people may be watching you

9. Support your colleagues and intervene when necessary

10. Test out new ideas, learn from your mistakes – and have fun!

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I’m Afraid of the unknown (or change)

• Don’t be afraid, it won’t hurt

• Find a tame young person

• You have to be involved to see the rewards

• Start following and learn from others

• Dip your toe in then take the leap

Myth #4

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What’s the point? There is no ROI

• Dr Edwin Kruys – Panaceum, Geralton WA

• Dr George Forgan-Smith – The Healthy Bear

• I Heart My GP

• #Interncrisis campaign

Myth #5

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Case Study 1: Dr edwin kruys Panaceum Group, Geraldton

Engaging with the local community

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Case Study 1: Dr edwin kruys Panaceum Group, Geraldton

Engaging with the local community

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Website Recent Content: Dr’s and Twitter Bulk Billing 10 Benefits of Quitting Osteoarthritis Why is there a gap fee? 5 things to remember before a Dr Visit Travel and Vaccination Tips

Facebook 1,452 Likes Recent Stories: Smoking Osteoarthritis Allied Health Medicare Fees Euthanasia Mental Health and Depression Radio Interview

Twitter 1,461 Tweets 699 Followers 698 Following

Personal Highlights 1. No 1 by far: Learning from my

patients (Facebook) about how they experience health care and how to improve our services

2. Learning from thought leaders (Twitter

3. Personal ongoing education (Twitter)

4. Networking (LinkedIn) 5. Promoting our services

(Facebook)

Case Study 2: Dr George Forgan-Smith The Healthy Bear

Engaging with the gay community

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Case Study 2: Dr George Forgan-Smith The Healthy Bear

Engaging with the gay community

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Website Content: Lifestyle Healthy Mind Men’s Health General Health Medical Info in the Media

Facebook 6,268 Likes Recent Stories: Personal Stories Relationships Homophobia in Med Nutrition Gastric Banding Snoring & Sleep Apnoea Losing a friend with HIV HIV Testing Depression

Youtube 80 Videos 123 Subscribers 28,460 Views Recent Videos: Relationships Homophobia in Med Signs of Stroke How to use an Epi Pen Prostate Enlargement Medication Side Effects Depresssion HIV FAQ Series

Twitter 1,308 Tweets 627 Followers 593 Following

Case Study 3: I Heart My GP GPRA

Niche Community Promotion

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Case Study 3: I Heart My GP GPRA

Niche Community Promotion

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Website 3000+ Visits 135 Stories Key Content: Dr Karl from Neighbours! Michael Kidd Steve Hambleton Tanya Plibersek Julie Goodwin John Murtagh Ginni Mansberg

Facebook 229 Likes Sharing Stories from the Website

Youtube 45 Videos 8 Subscribers 3348 Views

Twitter 154Tweets 58 Followers 74 Following

Case Study 4: #interncrisis Medical Student Action on Training

AUSTRALIA WIDE Community Promotion

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Case Study 4: #interncrisis Medical Student Action on Training

AUSTRALIA WIDE Community Promotion

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Scrubs on the street Nearly 200 people on the streets of sydney Raise awareness and media attention

Case Study 4: #interncrisis Medical Student Action on Training

AUSTRALIA WIDE Community Promotion

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Case Study 4: #interncrisis Medical Student Action on Training

AUSTRALIA WIDE Community Promotion

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Twitter Stats 4578 #interncrisis Tweets by 530 people in 5 days The last 2000 tweets were seen 592,500 times By 181,675 people on twitter

Case Study 4: #interncrisis Medical Student Action on Training

AUSTRALIA WIDE Community Promotion

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Website 1445 visitors in 2 days 4,567 Page views Aggregate and simplify the issue Make the campaign personal

Case Study 4: #interncrisis Medical Student Action on Training

AUSTRALIA WIDE Community Promotion

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Total cost of #interncrisis social media campaign so far

$37

Thank you to: Melissa Sweet (Croakey)

Dr Edwin Kruys Dr George Forgan-Smith

For help in preparing this presentation

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QUESTION & ANSWER SESSION Feel free to ask me now, or email me after the presentation

Twitter: @daveindisarray

Email: david@davidtownsend.com.au Website: www.davidtownsend.com.au/blog

(presentation and resources will be available this Wednesday)

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