Next #hcsmca chat
Wed. December 11, 2013 at 1pm ET (2pm AT, noon CT, 11am MT, 10am PT)
hcsmca = Health Care Social Media Canada more info >>
According to Jason Tetro’s website he is The Germ Guy as well as an author, researcher, germevangelist, germs relationship therapist. This week on #hcsmca (December 11 at 1pm ET) Jason is our special guest. He’ll share how he knit social media, traditional media and storytelling to change the public’s relationship to germs and why this version of viral was good. Here’s some background to the story to set the stage for Wednesday’s chat.
By Jason Tetro (@JATetro)
About a decade ago, the knowledge translation (KT) community realized that despite successes in bridging science and policy, there were two parties had yet to be included: the public and the media. Initially, the public wasn’t perceived as being altogether important but they were eventually seen as drivers of policy; without them, no amount of policywonking was going to cause change. As for the media, they were worse. Airtime on radio and television as well as whitespace in newspapers, magazines and books was limited and there had to be a compulsion for following a lead, not simply a press release filled with jargon.
With over ten years of KT knowledge, in 2009, I set on a near five year journey to increase the appreciation, respect and commitment to germs in the public and the media in the hopes of changing policy and increasing funding. My hypothesis was that my version of KT, made up of a derivation of social marketing’s tenets, would attract both the public and the media and eventually start a movement that would force change.
One such experiment was #handhygiene, which I founded in 2010. I wanted to garner attention to a topic that was important in microbiology and yet regarded as inconsequential in the public. Over time, I learned that the key to success was to incorporate what I call the 4Es – education, enrichment, engagement and entertainment in every outgoing message. It was not an easy process but over time, the skill came as did the response. The hashtag became a movement in the public and the media came in droves.
After the countless hours of airtime and even more behind the scenes, I received an invitation to write a book. It was the genesis of The Germ Code (#TheGermCode) and the start of a new direction in KT that was unlike any other. We wanted a positive bestseller but that appeared to be near impossible. After all, notable ‘germs’ bestsellers such as The Coming Plague, Virus Hunters, and The Hot Zone all focused on one theme: we’re all going to die. In contrast, those that attempted to put germs into a positive light sat helplessly on bookstore shelves with little interest. It was decided that my book would fall somewhere in the middle between love and fear, hope and despair, and of course, Alvy and Annie.
But with the help of my publisher, Random House/Doubleday Canada, and my tenets of social marketing, The Germ Code became a book that has not only become popular but also the genesis of a new movement focusing on a better relationship with germs. The message is so strong that this book could have been called: Humans Are From Earth, Germs Are From Uranus. Moreover, if you happened to understand the reference to Alvy and Annie, you will also know that the book was not based on scientific flow, but on one that is much more inclined to the dysfunction relationship humans have with germs: Woody Allen.
While the content (education) is about the struggle of humans and germs (enrichment) and the desperate need to improve that relationship (engagement), it reads (entertainment) unlike any other germs book ever written. It is the true manifestation of the 4Es and as a result, I have been blessed with not only widespread media attention but also an international following that is growing.
If there is one lesson that can be gained from this experience, it is quite simply this: to attain success in the media and the public, you have to tell a story. In my context, I have become a scientific storyteller, which is quite a distance away from a science communicator. For those of you in #hcsmca, you need to be healthcare storytellers. Using #hcsmca, you can learn tips and tricks, share with all interested parties including the public and the media, and eventually take the movement to an even higher level. It may not be easy but it is rewarding and I encourage everyone to consider it and give it a shot.
So, to start, let me ask you this: what is your story?
This week’s #hcsmca chat (December 4 at 1pm ET) Patrick Archambault (@patarchambault) and Tom van de Belt (@tomvandebelt) will examine issues and answer your questions about wikis and collaborative writing applications based on a paper they wrote Wikis and Collaborative Writing Applications in Health Care: A Scoping Review with the help of an amazing group of international researchers and decision makers. I invited Patrick to give us some background on the findings of the paper in preparation for Wednesday’s chat.
By Patrick Archambault (@patarchambault)
The overarching goal of our paper Wikis and Collaborative Writing Applications in Health Care: A Scoping Review was to explore the depth and breadth of evidence about the effective, safe, and ethical use of wikis and collaborative writing applications (CWAs) in health care. We conducted our scoping review with the following specific objectives:
- to map the literature on the use of wikis and other CWAs in health care,
- to compare the applications’ features by investigating how they were used in collaborative writing projects,
- to synthesize the applications’ positive and negative effects as knowledge translation interventions in health care,
- to inventory the barriers and facilitators that affect how they influence health care delivery, and
- to produce a research agenda delimiting areas where further knowledge synthesis is needed and where more primary research remains to be done.
To gather your feedback and stimulate discussion with the #hcsmca community, we would like to focus on the following topics:
- T1: How can we get more healthcare professionals to contribute to wikis?
- T2: How can we improve the reliability of information within wikis?
Health care decision makers—providers, patients, managers, and policy makers—are failing to use research evidence to inform their decisions . By involving knowledge users in the creation and dissemination of knowledge , social media—highly accessible, Web-based, interactive vehicles of communication—have the potential to empower users to apply knowledge in practice. Acknowledging this potential and recognizing that social media capitalizes on the free and open access to information, scientists, opinion leaders, and patient advocates have called for research to determine whether social media can equip decision-making constituencies to improve health care delivery [3,4] decrease its costs [2,5,6], accelerate knowledge discovery [7-11], and improve access to knowledge within developing countries [4,12-17].
Collaborative writing applications (CWAs) [18,19] are a category of social media that has surged in popularity in recent years, including within the health care sector [2,6,18,20]. CWAs consist of software that allows users to create online content that anyone who has access can edit or supplement . With these contributions, CWAs can become rich multimodal communication tools enriched with hyperlinks, images, videos, and audio. For example, Internet users have turned to wikis [22,23] to produce a Wikipedia entry on the Global Plan to Stop Tuberculosis ; to Google Knol [24,25] to exchange research on influenza at the Public Library of Science ; and to Google Docs [19,27] to review the literature on emergency medicine [28,29]. Although now defunct, Google Knol was a Google project that aimed to include user-written articles on a range of topics that could be edited only if the original authors gave access to editing the text. CWAs can also be classified based on who has access. There are open or public CWAs such as Wikipedia, which can be edited by anyone in the world and can also be seen by anyone. There are also partially public CWAs, which can be seen by anyone, but can be edited only by certain members of a restricted community (eg, Ganfyd ). There are also closed or private CWAs, part of central knowledge management systems (eg, Intelink ) or online learning systems (eg, Blackboard ), which are edited by members of the institution and are visible only to members of the institution.
Among the types of CWAs, wikis and its most famous representative—Wikipedia—are perhaps the most popular. Wikipedia is an online encyclopedia whose medical articles are viewed about 150 million times per month and exist in 271 languages . Moreover, readership of Wikipedia’s medical content is continuing to increase . New wikis have appeared in all fields of health care [18,28,34-41], and studies of developed countries report 70% of junior physicians using Wikipedia weekly . Patients use wikis to share their experiences  and to find information . The Canadian Agency for Drugs and Technologies in Health is exploring the use of wikis to update knowledge syntheses [44-46]; the United States’ National Institutes of Health is training its scientists in editing them [47,48]; and the World Health Organization is using a wiki format to update the International Classification of Diseases . In addition, academic institutions have started using wikis to train health professionals [18,22,32,50-54]. Wikis have come to exemplify social media’s tremendous promise to enable health professionals, patients, and policy makers to implement evidence-based practice at remarkably low cost [5,28,29,55,56]. In doing so, they could contribute to improving the health of millions of people around the world [4,13].
However, questions remain about the safety [57-59], reliability [60-64], lack of traditional authorship [65,66], and the legal implications for decision making [67,68] regarding the use of CWAs in health care. Researchers question clinicians’ intentions to use the applications in their practice  and to contribute knowledge collaboratively [4,29,69]. Furthermore, it is unknown how CWAs can enhance the delivery of health care (eg, by empowering patients in decision making [70,71], by improving health care communication and education [18,27,32,72,73,74,75]), and benefiting health in developing countries [4,76]. While researchers have conducted systematic reviews on Internet and communication technologies (ICTs) [77,78] social media in health care [79-84] and research on Wikipedia in general , none have specifically focused on wikis and CWAs in health care. Not all social media share the same mechanisms of action , therefore examining CWAs in health care is important.
Our methods and results are summarized in this abstract.
One of the best perks of my new job at ELLICSR at the Princess Margaret Cancer Centre is the opportunity to collaborate with a team of researchers, most notably Jackie Bender (@benderjack) and Jennifer Jones (@jjonestoronto). The potential of collaboration between research and community managers is limitless. Social media can effectively be used at all stages of research, including integrated knowledge translation, determining the research question, developing the study design, recruiting for studies, analyzing data, and disseminating and mobilizing knowledge.
In this presentation to the Canadian Cancer Survivorship Research Consortium Rounds at ELLICSR, Jackie and I explore some of the possibilities.
Here are our slides:
On this week’s evening #hcsmca, we’ll dive deeper into how design affects our online social interaction in health with our guest Pivot Design Group. Pivot Design Group creates exceptional user experiences by examining audience, organization, market and context of use. They ask questions to get a clear look at the audience and the ways in which they interact with the product or service. To set the stage, the prepared this blog post.
By Pivot Design Group (@pivoting)
In healthcare design & marketing, we know that defining the target audience is a critical success factor. We talk about it all the time — identifying ways to reach your audience and understanding their geography, demographics, behaviors and other factors.
But how does it become relevant? How do you connect with the audience and apply it to design?
At Pivot, we use design research to understand the key audiences as users of a product, service, or process. This helps us make informed design decisions and find ways to connect and create meaningful experiences.
In one of Pivot’s recent projects with the Canadian Partnership Against Cancer (the Partnership), we were approached to create a single webpage to live off of the cancerview.ca website. This page would pull together the latest information on various cancer-related topics in a digest format. Through discussion, we created user profiles (or personas) to understand the needs and scenarios of use of our key audiences which included professionals in the healthcare industry, strategists and policy-makers at the government level. The Partnership’s main goal was to increase awareness and share the latest research and information by experts in a highly visual format. Given that sharing was a key goal for the project, we realized that the general public was potentially another very important user type because they, as patients and caregivers, would invariably use social media and other methods to share the information that is relevant to them thus furthering the reach of the Partnership’s content.
After reviewing the results of our discovery and design research, it was clear that instead of a single page site, a larger microsite or blog would be needed to house the monthly content. Narrowing down on a powerful name for the site — based on the alarming statistic that one in three Canadians will be affected by cancer in their lifetime — we created an identity and look and feel that speaks to the expertise and knowledge transfer that the Partnership provides, yet also lends itself to a sense of personality and trustworthiness. Knowing that many of the audience types would be specialists in a particular field, we created a tagging system for the content types (video interviews, infographics, Q&A, recommended resources, etc.) as well as a visual wayfinding colour palette for each month’s topic (Smoking Cessation is teal, HPV is blue, etc.) so that it would be easier for specific users to find content that is most relevant to them. For all audience types we redesign the data and statistical information to be highly visual and thus more informative.
We were successfully able to grow the concept of blog.cancerview.ca into a microsite robust enough for the Partnership to share the latest Canadian cancer evidence in the form of curated monthly content and also increase awareness for the Partnership. Our first infographic with the 1in3 site (smoking cessation) was shared on Visual.ly, immediately became Staff Pick, and went on to gain over 5,000 shares in a matter of days.
On the next #hcsmca chat, Wednesday November 27 at 9pm ET, let’s dive deeper into user experience, design and social innovation to connection with your audiences.
- T1: How do you identify your audience/users? How does understanding them help inform your design?
- T2: How can you involve your users in co-design and social innovation?
Alaina Cyr starting cooking up this week’s chat topic While reading Effectiveness of the Use of Social Media: A Report for Peel Public Health by Schein R, Wilson K and Keelan K and Use of Twitter Among Local Health Departments: An Analysis of Information Sharing, Engagement, and Action by Neiger B, Thackeray R, Burton S, Thackeray C, Reese J.
When organizations talk about their social media presence, YouTube is often lumped in with Facebook, Twitter, blogs, and perhaps other social media. Yet the way many organizations use the video sharing sites is fundamentally different from their other social platforms. The YouTube pages of most organizations are used for broadcasting messages and are not social.
True, the user-generated nature of video sharing sites technically qualifies the platforms as “social media”, much the same way Wikipedia qualifies. But unlike Wikipedia, YouTube has built-in features that allow users to comment or submit a video response. How many organizations take advantage of these social features?
“YouTube, for instance, can be used simply as a broadcast medium for propagating a movie trailer or public service ad. It is only when other users begin to link to, remix, repurpose, and discuss posted content that YouTube’s character as a social media platform comes fully into view.” – Literature Review on Effectiveness of the Use of Social media: A Report for Peel Public Health
On #hcsmca we often talk about how social media can be used to drive conversations and learn from each other. Most of us share the underlying philosophy that “social” means multi-directional conversation. How can we better apply that philosophy to video sharing sites? Where do we direct those conversations? On the video sharing sites or on other social platforms?
Let’s talk about it on Wednesday, November 13 at 1pm ET.
- T1: Do/should we optimize social conversation on video sharing sites (YouTube, Vimeo, etc.)?
- T2: Where do people want to comment/discuss video content?
By Dave Bourne (@d_bourne )
Dave Bourne, Director of Marketing and Communications at Baycrest Health Sciences @Baycrest and a founding member of @hcsmca created this graphic, taking a snapshot of the state of social media use by Canadians for health.
By Lori O’Hara-Hoke (@lohoke )
A teen volunteer, Kealey, asked me to help her organize a tweet chat for a childhood cancer charity. She was helping them with their social media efforts. While she thought a tweet chat would be an interesting idea, she recognized that not many of their members were on Twitter. This brought me to ask the #hcsmca community on October 16.
What are best practices to help a grassroots org have an online discussion and tools to use? How do you create an online community? What tools are best?
Many thoughts and resources were shared during the #hcsmca chat. You can read the transcript here .
But I decided to do some additional sleuthing and would like to share a list of resources and tools I found to be useful. Please note that this is not meant to be an exhaustive list. Do your research or consult with your favourite social media advisor to find the right tools for the needs of your organization. Content and features of the tools will all change over time.
Colleen Young, an avid follower of Rich Millington, also offers online community advice on this blog, some of which is specific to online communities in health. For example
- Building a Successful Online Community: My Talk at Third Tuesday
- How do you manage misbehavior in online health communities ?
- Building community: Interview with Quinte Pediatrics
- When an online community member dies
How to Organize a Tweet Chat
A tweetchat is an online gathering or meeting using Twitter and associated tools. Here are a few resources, including 2 from #hcsmca members @AndrewSpong and @Colleen_Young.
- How to host a tweet chat on Twitter by Andrew Spong (tip: comments are as rich as the original post)
- Twitter Chats Build Community by Colleen Young
- The Ultimate Guide To Hosting A Tweet Chat by Steve Cooper (forbes.com)
- Moderating a Twitter Chat by Alice Keeler
There are many tools available to monitor tweet chats and other social media conversations. Here are a few.
To help wade through the Twitter chat management tools, I pulled together these articles and reviews.
- Comparing the Best Twitter Chat Tools on the Market by Jenna Dobkin
- Is Twubs the Next Big Twitter Chat Management Tool? by Adam Popescu
- A Look at Twitter Chat Management Tools by Katie Ingram
- 9 Hashtag & Twitter Chat Tools by Ashley Faulkes
- Twitter Chat and Hashtag Tools by Kevin Mullet
- Ten Tools to Start a Twitter Chat by Brad Currie
Hcsmca’s favorite tool for indexing health-care related tweet chats, generating chat transcripts and analytics is Symplur.
How to organize a tweetup
A tweetup, sometimes called a meetup, is an in-person gathering of like-minded Twitter friends. A tweetup can deepen a sense of community for an existing community or participants to a meetup can help establish an online community.
- How to Host at Tweetup by Jeff Cutler
- Creating a Community – #NASATweetups by Stephanie L. Shierholz
What are your favorite resources and tools to manage your Twitter community and chats?