Most presentations to physicians on social media don’t do the job that they should be doing.  They focus on the medium rather than what the medium can bring.  They focus on tools rather than the value offered by tools.  The audience only sees the shiny object.

Presentations that tell doctors about social media rarely motivate.  Few of us care about computer processors.  But everyone cares about what computers allow us to do.

Our focus should be on what a networked public presence can deliver to make our lives as professionals or the lives of our patients better.  Emphasize the power of a networked public presence, not the nifty tools that facilitate the presence.

(and by the way, these tools are no longer new)

Show them the value and they will come.