Day 2 Zurich conference - social media.key

How far should you insert a cotton bud into your ear?
Area that doctors recommend you insert insert cotton bud
Area in which you ignore that recommendation, check
Twitter for advice and insert cotton bud
KNOWLEDGE
TRANSLATION
& SOCIAL
MEDIA
Paul McCrory
Florey Institute of Neurosciences & Mental Health
University of Melbourne
!
Users of social media are not looking for “medical” advice
!
!
!
Social media is an increasingly powerful tool in
healthcare delivery and research
What is
social
media?
The use of web-based and
mobile technologies to
turn communication into
an interactive dialogue
and don’t feel guilty
SOCIAL MEDIA EXPLAINED
I need to pee
I am good at peeing
Lets all pee together
I peed
Let’s pee then have a party
This is where I peed
Why am I peeing?
Look at me peeing!
A photo of me peeing
I am telling my boss and work mates that I am peeing
!
I would like to tell you about my pee but my computer
crashed
What is
wrong
with using
guidelines?
Research to Practice Pipeline
Glaziou et al. EBM 2005; 10: 4-7
Guidelines
25% not aware of guidelines
50% aware but did not follow guidelines
Guidelines
Why use
social
media?
ONE RING TO RULE THEM ALL...
All users
Facebook
1.15 billion
MySpace
350 million
Twitter
288 million
Linked in
238 million
RenRen
170 million
Instagram
130 million
Friendster
75 million
Pinterest
70 million
Google +
25 million
Bebo
22 million
Mixi
15 million
USING SOCIAL MEDIA
Zurich 2013 Consensus
Result
•
Tweeted 275 times
•
320,000 vists
•
Facebook - 41 page posts
•
40,000 pdf downloads
•
Blogged x3
•
Fastest accessed paper ever
Marketing 101
!
Vertical connectivity
Horizontal connectivity
Deep connectivity
Sullivan SJ, Schneiders AG, Cheang CW, Kitto E, Lee HP, Redhead J,
Ward S, Ahmed O, McCrory P. What’s happening? A content analysis of
concussion-related traffic on Twitter. Br J Sports Med 2011 (published
on-line doi:10.1136/bjsm.2010080341)
Ahmed O, Sullivan SJ, Schneiders T, McCrory P. Concussion Information Online: Evaluation of
information quality, content and readability of concussion-related websites. Br J Sports Med
2011 (published on-line, doi:10.1136/bjsm.2010.081620 )
Marketing 101
!
The quick and dirty
approach
!
!
Users of social media are not necessarily looking
for “medical” advice so consider your strategy
carefully
!
Social media is becoming an increasingly powerful
tool in healthcare delivery and research
THANK YOU FOR LISTENING