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IHPI scholars social media 2022pptx

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Kara Gavin

Information for health care researchers on understanding the information landscape in which they can build their own "brand" through social media and more.

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Creating your personal brand Kara Gavin, M.S. Michigan Medicine Dept. of Communication/IHPI Communications Communicating your work through social media & more as an early-career healthcare researcher
Who am I? Michigan Medicine & IHPI Communication team Trained in biology, science writing & journalism 25+ years experience communicating research at U-M & Brookhaven National Lab
Find & tell stories in the areas I cover Handle news media inquiries Push stories & info out any way I can Help researchers communicate directly What do I do?
Why does U-M have staff like me? Our institutions work should reach people who care U-M expertise can have impact if it reaches the right people Taxpayers & policymakers who fund research need to know what theyre paying for Most Americans need science/medicine translated
Its easier than ever to reach a broad audience.
IHPIs investment: Staff | Channels | Training Support to get health services research out to the world, and to connect researchers with one another
What do you mean, brand?
Your personal brand NOT a logo Must be built, over time Comes from how you present yourself to the worldand what people can find about you Affects how people interact with you & your work
But first, some context
For 200 years Information gatekeepers: News media Entertainment & publishing industry Educators & librarians Government agencies Journalists as the fourth estate: a watchdog of society Academic research as source of expertise & new knowledge
Last 20 years Traditional news medias gatekeeper & watchdog role has eroded with its business model.
Institutions = news sources Everyone = a publisher This Photo by Unknown Author is licensed under CC BY-NC
An array of b顎鉛鉛鞄看姻稼壊
Institutions use these to amplify their experts work Brand journalism build & reinforce trust Original stories, images, videos, podcasts & more Built for search engine visibility & shareability Social media to disseminate and engage Fast response to questions & controversy
Michigan Medicine sites: New stories daily Research news & health advice Aimed at professionals & public Jump on timely news topics Shared on web, social media & email Optimized for search engine visibility 10.3M total views in FY22 (July 2021-June 2022) www.michiganhealthlab.org www.michiganhealthblog.org
Use what U-M creates and what you create to build your brand.
Key tools for you: Facebook, Doximity, Reddit, Wikipedia, YouTube, Instagram, TikTok Your profile on IHPI & department websites
Why spend the time? Connect with others in your field & beyond Raise the visibility of your work Share new publications, news, observations, timely links Engage with individuals/institutions around the globe Get the most out of conferences & events Raise awareness of what YOU are all about
Why else? Altmetrics! Embedded in most papers Tracks activity per DOI: media coverage social media activity policy documents Assigns a score/percentile See whos engaging with your work
DOI:10.1056/NEJMc2201761 745,105 views of letter 13th highest social media activity of all NEJM-published content
Your essentials A robust professional web profile An up-to-date LinkedIn profile Google yourself & set up Google alert for your name Know the PR person for your area Look at Altmetrics for your papers
Laying low Lurk on Twitter & LinkedIn Follow conference hashtags Subscribe to Twitter lists Join LinkedIn groups Favorite some Reddit forums
Take it to the next level Flesh out Twitter and LinkedIn bios Include social links in email signature Post about professional activities Reach out to your PR person about upcoming work or timely expertise Write plain English blurbs on papers
Logical organization You and other pronouns Active voice Common, everyday words Short sentences, short paragraphs Easy-to-read design features Key principles for plain English
Engage more fully Share links/photos with your thoughts Salute the work/achievements of others Use LinkedIns Write an Article feature Post slide sets on 際際滷Share Be part of tweet chats, Reddit discussions, Wikipedia editing, etc. On your personal social media, be a source of truth
Join Platform to reach the public on timely topics Commentaries by academics, aided by editors Open copyright for republishing Routinely republished by major media outlets Easily shared via social media and the web Authors can see data on views & republishing
Be careful of Connecting with patients on social media Getting too political/personal Especially if you want to impact policy Back opinions with published research Engaging in debates/advocacy without understanding the platform youre on
Where this can lead Connect with others Spread knowledge Amplify your impact Keep up with new ideas & opportunities Lend your voice Get more from your work Build your brand
I challenge you Venture onto social & web Learn from others See it as part of your career Build your brand so it doesnt get built for you!
IHPI Communications Toolkit ihpi.umich.edu/comm-guide Social Media Integrity site - best practices socialintegrity.umich.edu/ Navigating Social Media as a Scholar michmed.org/Q2V81 U-M resources
More Resources Joyce Lee, M.D.s 際際滷shares on social media: http://www.slideshare.net/joyclee/presentations Andrew Ibrahim, M.D.s Visual Abstract Primer https://www.surgeryredesign.com/resources A list of IHPI members who tweet follow them & learn! https://twitter.com/i/lists/154150631
Still More Resources! NIH Checklist for Communicating Science and Health Research to the Public: http://michmed.org/EzD1O AAAS Center for Public Engagement with Science: http://www.aaas.org/pes Health News Review: Health research communication: http://www.healthnewsreview.org/toolkit/
Send questions & ideas! kegavin@umich.edu @karag www.slideshare.net/KaraGavin

More Related Content

IHPI scholars social media 2022pptx

  • 1. Creating your personal brand Kara Gavin, M.S. Michigan Medicine Dept. of Communication/IHPI Communications Communicating your work through social media & more as an early-career healthcare researcher
  • 2. Who am I? Michigan Medicine & IHPI Communication team Trained in biology, science writing & journalism 25+ years experience communicating research at U-M & Brookhaven National Lab
  • 3. Find & tell stories in the areas I cover Handle news media inquiries Push stories & info out any way I can Help researchers communicate directly What do I do?
  • 4. Why does U-M have staff like me? Our institutions work should reach people who care U-M expertise can have impact if it reaches the right people Taxpayers & policymakers who fund research need to know what theyre paying for Most Americans need science/medicine translated
  • 5. Its easier than ever to reach a broad audience.
  • 6. IHPIs investment: Staff | Channels | Training Support to get health services research out to the world, and to connect researchers with one another
  • 7. What do you mean, brand?
  • 8. Your personal brand NOT a logo Must be built, over time Comes from how you present yourself to the worldand what people can find about you Affects how people interact with you & your work
  • 10. For 200 years Information gatekeepers: News media Entertainment & publishing industry Educators & librarians Government agencies Journalists as the fourth estate: a watchdog of society Academic research as source of expertise & new knowledge
  • 11. Last 20 years Traditional news medias gatekeeper & watchdog role has eroded with its business model.
  • 12. Institutions = news sources Everyone = a publisher This Photo by Unknown Author is licensed under CC BY-NC
  • 13. An array of b顎鉛鉛鞄看姻稼壊
  • 14. Institutions use these to amplify their experts work Brand journalism build & reinforce trust Original stories, images, videos, podcasts & more Built for search engine visibility & shareability Social media to disseminate and engage Fast response to questions & controversy
  • 15. Michigan Medicine sites: New stories daily Research news & health advice Aimed at professionals & public Jump on timely news topics Shared on web, social media & email Optimized for search engine visibility 10.3M total views in FY22 (July 2021-June 2022) www.michiganhealthlab.org www.michiganhealthblog.org
  • 16. Use what U-M creates and what you create to build your brand.
  • 17. Key tools for you: Facebook, Doximity, Reddit, Wikipedia, YouTube, Instagram, TikTok Your profile on IHPI & department websites
  • 18. Why spend the time? Connect with others in your field & beyond Raise the visibility of your work Share new publications, news, observations, timely links Engage with individuals/institutions around the globe Get the most out of conferences & events Raise awareness of what YOU are all about
  • 19. Why else? Altmetrics! Embedded in most papers Tracks activity per DOI: media coverage social media activity policy documents Assigns a score/percentile See whos engaging with your work
  • 20. DOI:10.1056/NEJMc2201761 745,105 views of letter 13th highest social media activity of all NEJM-published content
  • 21. Your essentials A robust professional web profile An up-to-date LinkedIn profile Google yourself & set up Google alert for your name Know the PR person for your area Look at Altmetrics for your papers
  • 22. Laying low Lurk on Twitter & LinkedIn Follow conference hashtags Subscribe to Twitter lists Join LinkedIn groups Favorite some Reddit forums
  • 23. Take it to the next level Flesh out Twitter and LinkedIn bios Include social links in email signature Post about professional activities Reach out to your PR person about upcoming work or timely expertise Write plain English blurbs on papers
  • 25. Engage more fully Share links/photos with your thoughts Salute the work/achievements of others Use LinkedIns Write an Article feature Post slide sets on 際際滷Share Be part of tweet chats, Reddit discussions, Wikipedia editing, etc. On your personal social media, be a source of truth
  • 26. Join Platform to reach the public on timely topics Commentaries by academics, aided by editors Open copyright for republishing Routinely republished by major media outlets Easily shared via social media and the web Authors can see data on views & republishing
  • 27. Be careful of Connecting with patients on social media Getting too political/personal Especially if you want to impact policy Back opinions with published research Engaging in debates/advocacy without understanding the platform youre on
  • 28. Where this can lead Connect with others Spread knowledge Amplify your impact Keep up with new ideas & opportunities Lend your voice Get more from your work Build your brand
  • 29. I challenge you Venture onto social & web Learn from others See it as part of your career Build your brand so it doesnt get built for you!
  • 30. IHPI Communications Toolkit ihpi.umich.edu/comm-guide Social Media Integrity site - best practices socialintegrity.umich.edu/ Navigating Social Media as a Scholar michmed.org/Q2V81 U-M resources
  • 31. More Resources Joyce Lee, M.D.s 際際滷shares on social media: http://www.slideshare.net/joyclee/presentations Andrew Ibrahim, M.D.s Visual Abstract Primer https://www.surgeryredesign.com/resources A list of IHPI members who tweet follow them & learn! https://twitter.com/i/lists/154150631
  • 32. Still More Resources! NIH Checklist for Communicating Science and Health Research to the Public: http://michmed.org/EzD1O AAAS Center for Public Engagement with Science: http://www.aaas.org/pes Health News Review: Health research communication: http://www.healthnewsreview.org/toolkit/
  • 33. Send questions & ideas! kegavin@umich.edu @karag www.slideshare.net/KaraGavin

Editor's Notes

  • #7: Communication manager, Government/external Policy Relations (2), Media Relations, Writer, Designer, Event/membership manager Website, member profiles, news & feature articles, issue briefs, Twitter, LinkedIn, internal & external newsletters, videos, infographics, digital signs communications & policy engagement