Taking Twitter to the Next Level: A Hands-On Workshop

January 16, 2013

Science at the heart of medicine - @EinsteinMed

Taking Twitter to the Next Level: A Hands-on Workshop

Paul Moniz, Managing Director, Communications and Marketing David Flores, Social Media Manager @EinsteinMed

Science at the heart of medicine

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Why Twitter is a Free “Knowledge” Buffet!

Heaps of useful information Sharpens knowledge, broadens connections Global networking

Science at the heart of medicine - @EinsteinMed 1/16/2013

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Why Twitter is a Free Buffet


• Ability to self-select choices (“That one looks good”) • Sampling = engagement (“I want to try more”) • Curiosity fuels sense of adventure • Free ticket: only cost: your time

• Yes, you should be EXCITED!

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Learning Objectives

1. Why Twitter is a Critical Learning Platform

2. How Your Peers Find Value in Twitter

3. Mastering Twitter Tools to Engage/Save Time

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Survey Says…What You Told Us

• M.D., PhD., Asst. Prof., 50-75% Clinical, 25% MedEd

• 63% Twitter novice, 13% expert, 13% intermediate, 1 person has never used Twitter

• Main goal today: gain familiarity, expand prof. opps

• No one has used social media to connect with patients

• BUT… 86% use SM to discuss work

• Other goals: Raise profile, recruit patients, learn “language of Twitter”


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Main Reasons YOU Don’t Use Twitter:

NO Time (66%) NO Value (33%) WE ARE HERE TO:


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Twitter as Learning Platform

• Topics relevant to YOU

• Connect with EXPERTS and like-minded

• Find relevant studies, resources, contacts

• Establish thought leadership

• Increase knowledge…FAST


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Finding Value: Analysis of 1400 Doctors on Twitter

• 400,000 Tweets over 5 months by WCG (2012)

• Active users. They tweet over 2x per day on average. • Twitter part of their workday. More than 50% of tweets are sent between

9 a.m. and 5 p.m. (in the physician’s local time zone). • They have an audience. 2/3: at least 150 followers (median 306). • They connect to each other. More than 1/3 followed by at least 20 other

doctors. • The most-followed physician: Kevin Pho - @KevinMD (Followed by

nearly half)

• Source: MedCity News http://ein.st/SandNm


http://blog.wcgworld.com/?p=4709

http://kevinmd.com/

http://twitter.com/kevinmd

http://ein.st/SandNm

http://ein.st/SandNm

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What Your Peers Say About Twitter (Thank you, Tweeps!)


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What Your Peers Say About Twitter

• “An extraordinary stream of tailor-made info from a robust scalpel-sculpted community. Can't be better.”

Jacob J. Steinberg, M.D. @jjsteinberg Professor, Pathology, Einstein College of Medicine


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What Your Peers Say about Twitter

• “New professional opportunities have arisen for me solely as a result of my involvement with Twitter, e.g., giving talks, asking for commentary, invited to participate in research studies, etc.”

Robert S. Miller, M.D., FACP @rsm2800 Breast Cancer Program Oncology Johns Hopkins Green Spring


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What Your Peers Say about Twitter

• “I find Twitter useful for knowing the medical news, for links to articles and new ideas that interest me, and for networking.”

Elaine Schnatter, M.D. @ElaineSchattner Clinical Associate, Professor of Medicine Weill Cornell Medical College


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What Your Peers Say About Twitter

“Twitter is the primary communication tool for the current era, and a core element of your personal digital brand identity. Regardless of your focus, your patients are there, in growing numbers, and your competition is there, in growing numbers.”

Farris Timimi, M.D. @farristimimi Medical Director, Mayo Clinic Center for Social Media


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In Sum…

“I find Twitter to be the greatest communication tool available to man. I’m struck by how useful it is. You can tailor it to your exact needs.” Robert West, Ph.D. @westr Associate Professor of Biochemistry & Molecular Biology, Upstate Medical University at SUNY


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Twitter for Thought Leadership: Different Styles (all valid)

Dr. David Farley, Mayo Clinic Surgeon and Educator


ONE TO MANY 262 Tweets 0 Following 157 Followers

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Using Twitter for Thought Leadership: Different Styles

Dr. Robert Miller, Breast Ca. Oncologist, Johns Hopkins


CONVERSATIONALIST 5,619 Tweets 575 Following 2,640 Followers

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Set Attainable Goal: 300 Followers

• Average doctor in Twitter survey: 306 followers • Experts suggest “300” is the tipping point

• IGNORE number of followers initially

• Participate. Give someone a reason to follow you • Engage. Value attracts followers


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Quick Recap: Tweet and Retweet

• Tweet refers to a short message (140 character max.) • A retweet is a “rebroadcast” of your message to all of

one’s followers. “RT” generally appears before post. Tweet Retweet


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Lingo: Do you Speak Twitter?

• Handle: Your username: @EinsteinMed • Hashtags (#): Symbols used to organize Tweets/find content • Feed: Everything on your Twitter homepage

• Following: People/orgs you choose to follow • Followers: People/orgs who follow your account

• Mentions: Messages addressing you using your handle:

@EinsteinMed ‘”Good point!” • RT vs. MT: Sharing vs. Modifying a tweet • Direct Message: Private message sent only to you


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Mastering Twitter: Lingo and Tools Live Demo

• Twitter Search: Your content ticket • Using Hashtags, finding Twitter chats (#) • Using Twitter Apps – Tweetdeck, Hootsuite, etc. • Monitoring and Participating in twitter chats: Tweetchat • Why Lists are Critical

• Assessing a Profile (Commun.it, SocialBro) • Block/Report

Science at the heart of medicine 1/16/2013

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Twitter apps on Mobile (Tweetdeck, Hootsuite, Twitter)

PROS • Very convenient: tweet on the run • Monitor events/engage in real time CONS • Typing a challenge, “send” too easy! • Challenging to monitor multiple streams for newbies


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Promoting Einstein Clinical Trials on Twitter

• Einstein Twitter Account for Clinical Trials • All language approved by IRB

• HIPAA: Direct all traffic to web landing page • Consider: Separate Twitter account about research

topic to drive interest


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Twitter: Flight List

Do Follow interesting people/topics Share and RT info that matters Say “thank you” Tweet daily (or 2x/day)

Don’t X Share detailed personal information X Engage in heated arguments publicly X Focus only on yourself

X Obsess over number of followers


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SHAMELESS PLUG…..TheDoctorsTablet.com


We’re looking for bloggers! Have a blog idea? Submit a post to:

[email protected]

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Connect with Us


@EinsteinMed [email protected] einstein.yu.edu/administration/communications-public-affairs/media/twitter-resources.asp einstein.yu.edu/social-media einstein.yu.edu/news

http://einstein.yu.edu/administration/communications-public-affairs/media/twitter-resources.asp













http://einstein.yu.edu/

http://einstein.yu.edu/social-media



http://einstein.yu.edu/news

http://pinterest.com/

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Additional Resources


USING TWITTER Twitter 101: https://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-i-get-started-using-twitter Healthcare Hashtags http://www.symplur.com/healthcare-hashtags/ Twitter myths and tips http://futuredocsblog.com/top-twitter-myths-tips/ ALBERT EINSTEIN COLLEGE OF MEDICINE - SOCIAL MEDIA Macy Grant to Teach Social Media Professionalism in Medicine http://www.einstein.yu.edu/news/releases/830/einstein-faculty-receive-grant-to-teach-social-media-professionalism-in-medicine/ Healthcare Social Media Learning from Einstein http://onlineitallmatters.blogspot.com/2012/12/healthcare-social-media-learn-from-best.html

https://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-i-get-started-using-twitter

https://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-i-get-started-using-twitter

http://www.symplur.com/healthcare-hashtags/

http://futuredocsblog.com/top-twitter-myths-tips/

http://www.einstein.yu.edu/news/releases/830/einstein-faculty-receive-grant-to-teach-social-media-professionalism-in-medicine/





















http://onlineitallmatters.blogspot.com/2012/12/healthcare-social-media-learn-from-best.html












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Additional Resources


FROM LIVE PRESENTATION

Twitter Search search.twitter.com Hashtags/Twitterchats http://www.symplur.com/healthcare-hashtags/ Hootsuite www.hootsuite.com Tweetchat www.tweetchat.com Commun.it http://www.commun.it




http://www.hootsuite.com/

http://www.tweetchat.com/

http://www.commun.it/

Taking Twitter to the Next Level: A Hands-On Workshop

Education

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