Last week I spoke on social media at the AMA’s National Association of Medical Communicators conference in New Mexico. Loads of interest and lots of questions from physicians and communication professionals.
The number one question: “How do I find time for social media?”
This is a great question since social media outlets are not only growing but they’re progressively becoming a more acceptable way for MDs to interact and engage. And whether you engage now or later, your involvement in social media (SM) is inevitable. But the question is where, when and how much?
Here are a few things to consider when using SM on a doctor’s schedule:
Set a budget. Newcomers to SM are often overwhelmed. And once they adopt, the power of relationships can create a compelling draw. Things can easily get out of hand. Do yourself a favor and set a firm schedule for your SM activities. Post to your blog consistently once or twice a week and allow yourself a half hour a day on Twitter, for example. Small, consistent contributions can yield visibility and healthy dividends.
View social media like any other part of your practice development. Engaging with other medical professionals is just as important online as off. Look at applications like Twitter to deliver the similar relationships and opportunities as an evening mixer at a medical meeting. And if you don’t go to the reception, you’ll never make the connections you’re looking for.
Limit your presence. There are dozens of potential platforms for you to interact in the SM space. Pick one or two, use them and get to know them. Don’t worry about what you’re missing and focus on what what your involved with. My blog and Twitter have served as a good core SM presence.
Focus on relationships, not numbers. Too often the emphasis of SM connections is on numbers (Twitter followers or LinkedIn connections). The strength of SM, however, comes from real connections. Twitter, for example, is full of people with 30,000 followers and zero social capital. Focus on a smaller group and look to give before you receive.
While you may not have a lot of time to dedicate to online relationships, understand the power of those connections that develop slowly and steadily.
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Excellent advice. I have a meeting with a Dr. this afternoon to discuss these very opportunities. Good notes to show.
Doctors think they are too busy for anything new but, in reality, social media, like EMR, will save them time in achieving their goals. Your list is an excellent starting point for people new to SM, as well as for people who may be at risk for getting carried away!
I'll also toss in that physician and health care groups shouldn't become over burdened with the task of creating guidelines. Simple "rules of conduct" guidelines are all that is needed, as most groups already have for email and the internet. SM really doesn't require anything additional. People should be given credit as professionals for understanding boundaries a bit more than large groups want to believe. Too many restrictions on SM or controls with guidelines will defeat the purpose or intent of what SM is about – the conversation and ability to connect.
I agree with limiting one's presence and like you limit myself mostly to our blog and Twitter.
The AMA's NAMC Medical Communications Conference was excellent. You make some great social media points. I agree, connections develop slowly and steadily.
I think that last piece of advice is really key. Really finding a good and creating a good solid base network is key. The more you get lost in a sea of followers the harder it becomes to create real relationships and stay in touch with people of high value to you. There are still a lot of people using social media tools like twitter to just talk about their sandwiches, and unfortunately that trend doesn't look like it is going to end.