GLOBAL ggff forumAPRIL 2012 VOL 4 • ISSUE 2

INFORM ADVISE REACH EDUCATE

ggff CONTENTSCONTENTS

INFORM ADVISE REACH EDUCATE

Devised to Time What we are Keeps you educate and management, doing around abreast of update you on skill the globe and the advances in a development, how advances association, specific area of technology, in each region membership, research, drugs, software topics can have a regulatory, diagnostics or and more are worldwide and legislative 3 devices. 15 examined. 41 impact. 61 news. 103

In Every Issue Open Forum 6 Andrzej Czarnecki President’s Message 8 Yves Juillet Executive Director’s Message 10 Paul Pomerantz Co-Chairs Further Explain SLC SLCs Establish Global Community 12 Association News DIA Student Day Danny Benau 120 Worldwide ED Named to NHC Board Paul Pomerantz 121 2012 EuroMeeting Award Winners 122 Patient Perspective Dwindling Time and Lingering Hope 124 Book Review The World’s Health Care Crisis: From the laboratory bench to the patient’s bedside by Ibis Sanchez-Serrano 128 Members on the Move 130 gf GLOBAL FORUM The Global Forum (ISSN: 1944-1991) is a publication of the Drug Information Association. Editorial Office: Drug Information Association (DIA), 800 Enterprise Road, Suite 200, Horsham, PA 19044-3595, USA; phone - 215.442.6100; fax: 215.442.6199. PUBLISHING Copyright © 2012, Drug Information Association.

INFORMATION The Global Forum (ISSN: 1944-1991) is published six times a year, in February, April, June, August, October, and December. Periodical postage paid at Horsham, Paul Pomerantz, Executive Director Pennsylvania, and additional mailing offices. Andrzej Czarnecki, MD, PhD, DSc, Thirteen dollars of each member’s annual Editor-in-Chief membership fee is for a year’s subscription. Global Forum Staff Prices include postage and are subject to Judy Connors, Managing Editor change without notice. Notify DIA eight weeks Chris Slawecki, Senior Copywriter in advance of address change with a copy Joe Krasowski, Marketing Communications of the mailing label. Back issues of most Manager previously published issues are available from DIA. Freelance Writers PUBLICATIONS MAIL Pat Friia AGREEMENT NO. 41103506 Joyce Litwin Zimmerman RETURN UNDELIVERABLE CANADIAN 4 Mission ADDRESSES TO CIRCULATION DEPARTMENT, The Global Forum provides a multidisciplinary, PO BOX 1051, FORT ERIE, ONTARIO L2A 6C7 neutral forum for communicating information Postmaster: Send changes of address to related to drug development and lifecycle Global Forum, 800 Enterprise Road, Suite 200, management on a global basis. The Global Horsham, PA 19044-3595, USA.

VOL 4 ISSUE 2 Forum disseminates content that is relevant to members’ professional experiences, including Design: Imagevolution - 610.867.4460 international industry and regulatory updates Cover Illustration: Copyright © BIGSTOCK.com and news of the association and its programs. The magazine is circulated six times a year as a DIA is a neutral organization that does not advocate for or against any issue. The views benefit of DIA membership. expressed by the individual authors or interviewees in the Global Forum are theirs and Publishing and Subscription: do not necessarily represent the views of the Drug Information Association (DIA), Drug Information Association. 800 Enterprise Road Suite 200, Horsham, PA 19044-3595, USA. Contact Information for Advertising: Worldwide Advertising Sales, Frank Cassera - SAGE Publishing [email protected] Subscription Information, Customer Service - 215.442.6100 Membership Services, Mike McGovern - 215.442.6129 Senior Marketing Manager, Mike Keller - 215.442.6173 5 gf GLOBAL FORUM

OPEN FORUM

Bridging the gap

Technology keeps progressing all of our everyday phone calls, and creating new developments e-mails and transactions. in a blink of an eye. It provides us with new solutions for nearly The take up of SM surpassed everything, and gradually without all expectations, even those of use of computer-like hardware its creators. There are not many (laptop, tablet, smart-phone) life businesses that would not be will become difficult to impossible. present on Facebook and/or Several years ago modern society Twitter, or would not use blogs. entered the era of Social Media These ways of communication 6 (SM), articles on Web 2.0 and have established themselves beyond, and the whole concept firmly in our everyday existence, was alien to the vast majority and also in our professional lives of people over a certain age. I in medicine/pharmaceuticals. believe that to a large extent, it Interestingly, it appears that professional social networks have

VOL 4 ISSUE 2 is still the case. Despite that, we cannot deny the existence of a become the main source of job different/parallel way of life and searching and, for employers, ANDRZEJ communication being present screening for appropriate around us, and being used by candidates, which they would CZARNECKI an increasing percentage of the do on Facebook and, more likely world’s population - estimated to in our case, LinkedIn. It is worth be in excess of 15% worldwide. acknowledging that changes in this respect have only just The INFORM section of this happened a short while ago. month’s Global Forum is devoted The changes in SM area occur to some aspects of social media: so swiftly and frequently that covering the regulatory guidelines any attempts to describe them and everyday use, and some become outdated before they advice on use in the current may be ready to share as printed environment, e.g., for work and material. personal activities. It is very clear that the younger part of society In this issue of the Global Forum, exists, communicates, works, Nancy Smith, the editor of our does business and organizes INFORM section compiled a series their private lives using social of overview articles on SM to keep media, predominantly with the us up-to-date at least to some help of their smart phones on degree. We thank Nancy for this which, in our profession, we are successful attempt. Due to the encouraged to read new scientific extent of the topics, only some articles, receive, keep and send of aspects of SM are covered. patients records, and basically do Considering the content of the section and the fact that most line between total transparency, social skills of our modern society and understandable information. are developed via SM, we have It is a big challenge. The same Global Forum an opportunity to judge at which interview raises numerous issues stage our social skills are, and that our publication has continued Editorial Board decide how we want to progress to raise over the years. It is good from there. to hear that patients praise DIA for its openness, and the ability Andrzej Czarnecki, MD, PhD, DSc Social Media provides us with a to bring people together from a Editor-in-Chief new way of delivering information wide range of backgrounds and and communication to a wider environments, and provide them Richard Chamberlain, PhD audience. This function is with an independent platform to ECS, Inc. becoming increasingly important discuss any issue they feel may be Ron Fitzmartin, PhD, MBA across the pharmaceutical sector. important. Last year, the Oxford It was always obvious that if a Debate at the beginning of the FDA / CDER patient does not understand Euromeeting in Geneva (Open their diagnosis, therapeutic Forum, June 2011, Global Forum) Alberto Grignolo, PhD procedure, and/or reason or was clear about the fact that PAREXEL method of treatment, then the everybody needs to come out of chances of getting them healthy their silos and work together to Betty R. Kuhnert, PhD, MBA again diminish, and everybody is achieve a better ‘end product’, Sarah Powell at loss: the patient, society, the better and faster regulatory 7 physician, the system, etc. The process and better targeted Thomson Reuters use of social media has created medicines for patients. Mary a new way of communicating provided some examples how Nancy D. Smith, PhD with the public and patients and, new quality could be born out Potomac, MD most importantly, also between of such an approach. Based on patients. The ‘old and new’ ways them and Mary’s overall message, Jean H. Soul-Lawton, DPhil of intercommunicating raise an it is clear that the patients align GlaxoSmithKline issue of a fine balance between in full with the industry in support the full transparency being broadly of better cooperation between J. Rick Turner, PhD advocated and required, and a all stakeholders- regulators, Quintiles provision of information that would academics, patients and industry. be understandable, i.e., useful Only then will we reach a full Qingshan Zheng, PhD to the patient/public. It is a big understanding of what is needed, Shanghai University of challenge and has been reflected and how to deliver the best upon in our profile this month, outcome, i.e., how the new quality Chinese Medicine, China very well delivered by Mary Baker will emerge from the combined (see Profile), from the European approach and work of minds Brain Council representing thinking alike for the benefit of patients’ organizations. She stated patients. Social media might that, “What they (Pharmaceutical just be able to help us in this industry) are nervous about is exchange of information, that that this information release otherwise would take much longer will contain data that is totally to reach interested parties. unrecognizable to patients. It is almost a different language...” and they will be accused of“… pretending to be transparent” and failing the task again. These words from a longstanding patients’ representative confirm that we need to recognize, and appropriately deal with, a very fine gf GLOBAL FORUM

PRESIDENT’S MESSAGE

Reflections from Europe

As spring begins to thaw an months before the program exceptionally brutal European actually takes place. We must winter, it seems to provide an also identify and coordinate the opportune pause for reflection in efforts of volunteer contributors between our recently concluded who simultaneously possess the 24th Annual EuroMeeting in required topical expertise and Denmark and our upcoming 48th commitment to meeting program Annual Meeting, DIA 2012, in schedules. the US. Having formerly served as programme co-chair of the As you can see, we have much 8 2004 EuroMeeting in Prague, and gratitude to extend to those currently serving as the first DIA who serve as Chairs and on the Board President from Europe, it Committees for all our educational is heartwarming to contemplate programs; especially, because from these perspectives how of their expansive scope, those who help lead our regional annual

VOL 4 ISSUE 2 the evolution of the EuroMeeting reflects the evolution of DIA. meetings such as our upcoming 4th Annual Meeting in China this Serving as EuroMeeting co-chair May in Beijing, and of course our yves certainly taught me that organizing DIA 2012 48th Annual Meeting a meeting of such size and scope coming to Philadelphia in June. juillet presents quite a challenging task. To be truly effective, DIA programs But it is also important to must provide timely content remember that such meetings, that addresses important issues while standalone events, are and meets the needs of all our also just one point on a larger participants. But because these development continuum. participants come from different Organizing and presenting a constituencies including regulatory meeting is an important step authorities, we must address but our efforts don’t end there. these issues with consistency and Shared ideas help identify new diversity. These programs must important issues, new emerging also address critical, emerging hot hot topics, new training needs topics, even though our planning and new volunteer contributors process often begins several who possess the expertise and ambition to drive knowledge forward in these areas. Reviewing the development activities for new industry of the new ways that patients of our EuroMeeting provides professionals at these programs, are helping to lead product several examples of how DIA too. Further downstream, young development, approval and has incorporated new ideas and professionals often benefit from regulation, marketing and post- contributors. DIA has increased the guidance of more experienced marketing activities, all around the our efforts in the fields of and mature professionals, another world. medical devices, diagnostics, key DIA stakeholder group. DIA and combination products, manages to bring all these people Like no other organization or and in the fields of Health together for their mutual benefit. association, DIA brings together Technology Assessments (HTA people working in different in Europe) and Comparative DIA has also embraced patients professional activities and Effectiveness Research (CER in and patient advocates as disciplines, at different stages of the US). Looking back, devices stakeholders, which is the their education or career, from and diagnostics, and HTA and aim of our Patient Fellowship different countries in different clinical evidence, were featured program introduced six years regions of the world, for our EuroMeeting themes; looking ago at the EuroMeeting and now shared vision and purpose. DIA forward, they will certainly be large incorporated into our Annual works not only for everyone, but topics at our Annual Meeting. Meeting. But their presence at for each and every one. these meetings has been only In our shared environment of the first step. They have already global supply chains, multinational started to follow up attending clinical trials, and international by actively participating as 9 regulatory and scientific session speakers and chairs, harmonization, globalization and as members of our planning is another key component of committees for these programs. our refined strategic direction DIA regional advisory councils for and educational content. As Europe and North America now development and regulatory include patient representatives, activities grow more global, so do and we look forward to this trend our educational programs – and advancing into our other regions. so do our contributors, members, and volunteers. Your previous issue of the Global Forum (Volume 4, Issue 1, I tend to think of DIA as a February 2012) was devoted to “natural stream” that flows patients with rare diseases and from participants who become orphan product development. members and then contribute In my President’s Message for as volunteers. Professionals that issue (“Acting on the Patient from nearly every background, Voice”), I explained how more discipline, workplace, active participation by patients management level, and nation and patient advocates within DIA come together through DIA. Over events provides a microcosm the past few years, we have successfully introduced initiatives for students at our EuroMeeting and Annual Meeting. Many students often take that critical first step into active professional life, and we have introduced gf GLOBAL FORUM

From the Desk of Paul Pomerantz Worldwide Executive Director Creating Global Community

In this issue, I’d like to present require a mix of global and regional the background and purpose of approaches. In particular, a global a recent major transformation SIAC structure is suited to an within our Special Interest Area environment of multi-national firms, Communities (SIACs) and SIAC multi-regional clinical trials, a global leadership, and also explain how supply train, and an increasingly the concept of SIACs and the new international regulatory framework. SIAC Leadership Council (SLC) both embody and reinforce the First, some background. The first 10 global and culture of quality aspects SIACs were created more than a of our refined strategic direction. decade ago when DIA was largely a North American organization. As The SIACs are undergoing an such, they fell largely under the PAUL exciting transformation. Today, purview of the Advisory Council

VOL 4 ISSUE 2 DIA has over 30 SIACs which of North America. As DIA became POMERANTZ cover virtually every aspect of more global, extending into Europe, Executive Director biopharmaceutical and medical Asia and Latin America, interest in product development. [All current SIACs from members worldwide SIACs are listed in the sidebar.] grew. However, because SIACs They are growing to cover were viewed as largely North new topics, they are becoming American, this view limited their increasingly global, and they are growth and acceptance across DIA becoming increasingly connected regions. through the DIA ConneX social networking tool. Increasingly, SIACs In 2010, the Board began to are lending their expertise to create explore the best way to realign enduring programs and resources the SIACs and the ACNA as part such as the Electronic Document of addressing two related if not Management (EDM) Reference simultaneous issues: How can we Model and the Trial Master File. meet the tremendously increased SIACs are rapidly emerging to global interest in developing new become an essential value to and existing SIACs? And, how can members and stakeholders, we free North American leadership, a place where professionals which had been spending a with shared interests can come tremendous amount of effort on together, network, and solve overseeing SIAC activities, to focus common problems. DIA’s SIAC on the programmatic needs of this structure is ideally suited to help region? address today’s challenges, which In 2011, after careful consideration by SIAC and regional North between our global and regional membership, offer to DIA members. American leadership, the Board leadership. If you’re not yet a SIAC member, agreed to uncouple SIAC oversight please allow me to personally invite from the ACNA by creating the One of the things we’re emphasizing you to join. Now, more than ever, SIAC Leadership Council (SLC). as an organization is developing promises to be a great time to jump Consisting of experienced DIA knowledge to benefit our industry in and participate. Thank you for volunteers who represent the stakeholders. I previously reading, and for your continued needs of all key regions, the SLC mentioned the Electronic Document support. is chartered to provide strategic Management Reference Model and input to the Board through the Trial Master File initiatives, both of Member & Volunteer Engagement which were led by DIA SIACs. Our Committee, to support and grow SIACs also develop many annual, discipline-specific programs that the global nature of SIACs, and to DIA SIACs provide input and feedback to staff deliver essential knowledge about Biotechnology and Innovative Preclinical on SIAC needs. The SLC is chaired specific industry skills throughout Sciences our global enterprise. Deborah Dolan (Vice President, Chemistry, Manufacturing and Controls and Key Accounts, AmerisourceBergen Quality System Developing knowledge is also a Corp.) and co-chaired by Dr. Clinical Data Management priority behind the Digital Initiative, Gesine Bejeuhr (Senior Manager, Clinical Pharmacology one of our key strategic priorities. Regulatory Affairs/Quality, vfa One such tool is right on our own Clinical Research 11 Research-based Pharmaceutical website, our DIA ConneX secure Clinical Safety and Pharmacovigilance Companies, Germany). They share interactive professional collaboration Clinical Trial Disclosure their thoughts on what the SLC forum. Each SIAC operates in its Devices and Diagnostics will mean to DIA SIAC members own ConneX community, which not Document and Records Management in the attached article, along with only allows for global collaboration eClinical Jennifer Riggins (Director, Global but can accommodate regional Information Disclosure, Eli Lilly and Electronic Regulatory Submissions subgroups within each global Company), who chairs the ACNA. Emerging Professionals discipline where, for example, Evidence Based Medicine Built around knowledge of members can develop ideas and Global Sourcing content in their native language. specific scientific and professional Good Clinical Practices and Quality disciplines, SIACs are global Assurance Just as importantly, DIA ConneX communities. But helping SIACs Information Technology can facilitate dissemination of to develop and disseminate this Investigator and Investigative Sites the discipline-specific content knowledge (through our educational developed by our SIACs to Legal Affairs programs and other offerings) is a make it more accessible to a Marketing and Sales regional responsibility. For example, broader audience – to all DIA Medical Communications professionals who work in the field stakeholders. SIACs will play a Medical Writing of pharmacovigilance generally lead role in not only identifying Medical Science Liaison have the same responsibilities and developing this knowledge Natural Health Products and concerns. At the same but in spreading it throughout our time, the practical conduct of Pediatrics global constituencies, and in further pharmacovigilance in London Professional Education, Training and identifying additional content needs Development may be significantly different and new delivery systems, toward Project Management from performing that same job this same purpose. Quality Risk Management in Tokyo. As a result, developing Regulatory Affairs and delivering educational content We’re confident that better support Statistics of value to pharmacovigilance will help to raise awareness of the Study Endpoints professionals in London and/ professional potential that SIACs, or Tokyo requires collaboration one of the best benefits of DIA Validation gf GLOBAL FORUM

SLCs Establish Global Community

Co-Chairs Further Explain SLC

“The SLC has two goals. One is to “Enabling SIACs to work globally help SIAC members more easily is too important to not get right communicate with each other so because the pharmaceutical that their SIAC experience is more industry IS a global industry, and valuable for them personally and one of the biggest advantages that for their professional interests. The DIA provides to members is the second is to encourage global opportunity to interact with all the 12 participation in SIACs,” explains industry’s key regions. This global Deborah Dolan Deborah Dolan. aspect is incredibly important,” Deborah says. “We are already “The SLC looked at the global seeing great interest in China, in metrics for SIAC membership, India, as well as in Japan and Latin which were significantly skewed America, so we want to open SIACs VOL 4 ISSUE 2 to the United States. This created to truly global membership. We a feeling among members that want to make sure that we remove SIACs were North American driven barriers to participation to make and not open to other areas of it easier for interested members the world. And, as you know, all over the world to be actively perception is reality, and the DIA involved.” Board concluded that we were not going to be able to break through Gesine further explains a different this perception unless something but no less important aspect Jennifer Riggins changed.” of SIACs “As an organization, DIA presents a truly unique “We want SIACs to reflect the opportunity: You can work both globalization that DIA has embraced locally and globally at the same as an organization, and wish time,” she suggests. “This is to help steer this globalization one of the core messages of our by supporting SIAC global SIACs: They create, on the one development and growth through hand, the opportunity for DIA the SLC,” explains Gesine Bejeuhr. members to meet their fellows in “We have developed a slogan to their specific region and, at the share at the SIAC luncheon at same time, the opportunity to our EuroMeeting in Copenhagen, communicate, through the global ‘Reaching around the world to SIAC organization, with their create a global community,’ which fellows all over the world. One expresses this motivation.” Gesine Bejeuhr feature of global SIACs is regional communities; they present the ACNA Chair Jennifer Riggins also opportunity to create regional believes that the SLC will bring communities that mirror on the great benefits to both individual local level the structure of the SIAC contributors and our entire global SIAC. This also makes organization. “I am very excited DIA’s information technology about the creation of the SLC. It’s environment – more specifically, great for our members that there DIA ConneX – a very important tool will be a group truly focused on because it provides a channel for ensuring the global nature of, and communication.” participation in, our SIACs,” she says. “The SLC ensures that SIACs “That’s really important,” Deborah are global in nature and support concurs. “If the global SIAC is the needs of our membership and based in North America or Europe, organization as a whole, not just an or has co-chairs based in the US activity exclusive to North America. and in Europe, the basic barrier is De-coupling SIACs from the ACNA the time zone, the simple difference also more fully aligns North America in time. For example, a group with other DIA regional councils may be very active in China, but around the world by allowing us to time differences present a real function the same way that they 13 challenge for their participation do: By focusing on the business in a teleconference that is based within our region. It’s a win-win or starts in the US. Language is across the board for our entire another barrier that has gotten in organization.” our way and so, as Gesine said, local participation is critical. They can share information in their own language through teleconferences or online through DIA ConneX. They can even select a chair, if they wish, of that regional subcommunity, and designate that person to serve as their regional liaison to their global SIAC. Regional communities will be grown over time according to the level of interest in that region, within each global SIAC interest area.”

“Even if they work regionally in their local language, they should always be open for interaction with the global membership,” Gesine concludes. INFORM now houses the Special Sections: Devised to educate and update you on ad- vances in a specific area of research, drugs, diagnostics or devices.

SOCIALSOCIAL MEDIAMEDIA Chair:Chair: NancyNancy SmithSmith ggff INFORM

LinkedIn The Social Regulatory Profiles: Challenges Media and Guidelines Perception of Social Pharma- and Matters Media Use covigilance Social in the Media: Pharma- Proceed ceutical with 15 Industry Caution

Introduction 16 Nancy Smith

LinkedIn Profiles: Perception Matters 18 Bridgid Nelson

The Challenges of Social Media Use in the Pharmaceutical Industry 24 Elizabeth E. Garrard

Social Media and Pharmacovigilance 28 Dinesh Kasthuril

Regulatory Guidelines and Social Media: Proceed with Caution 31 Jennifer Riggins, Kimberly Wu, and Genevieve Ness

Communicating Drug Information in a Virtual World 36 Molly Fellin Spence gf GLOBAL FORUM | INFORM

An Introduction to Social Media Chairperson: Nancy Smith

Nancy 16 Smith VOL 4 ISSUE 2

I remember when people surfed • If Facebook was a country, the breaking waves at the with its more than 800,000,000 seashore, when only little birds users it would be the third tweeted, when girls twittered as largest nation in the world; it is they exchanged secrets, and expected to hit a billion users by when text referred to the main August of 2012 document of an article or paper. My ten- and twelve- year- old • One in every 7 minutes that grandchildren surf, tweet, twitter, users spend online is spent on and text, and these words have Facebook totally different meanings for them • Twitter has over 100,000,000 than they do for me. active users, and is adding For the past decade and a half, nearly 500,000 new users per Social Media has invaded our day thoughts and conversations. In • There are more than less than one generation, it has 136,000,000 professionals on come to dominate worldwide the networking site LinkedIn. communication. The statistics are 1 amazing : • Over three billion videos are viewed on YouTube every day, and 48 hours of video is uploaded to it every minute. In a recent study to be published References: in the journal Psychological Science, researchers measured 1. “10 Mind-Blowing Social the willpower of 205 people aged Media Stats for 2012”; http:// 18-85 in Wurzburg, Germany. www.activeendurance.com/ Assistant Professor Wilhelm blog/2012/01/24/10-mind- Hofmann and his colleagues at blowing-social-media-stats/ the University of Chicago Booth 2. Meikle, James; “Twitter is School of Business collected harder to resist than cigarettes over 10,000 responses in the and alcohol, study finds”; study, which suggests that email published in the Guardian and social media outlets, such on February 3, 2012. http:// as Facebook and Twitter, are www.guardian.co.uk/ more addictive than alcohol and technology/2012/feb/03/ cigarettes.² twitter-resist-cigarettes-alcohol- On the following pages, you will study?newsfeed=true read about the challenges facing the health care industry as they try to determine how to use social media in their research, patient 17 care, professional interactions, and pharmacovigilance, while considering the FDA’s draft guidance published late in 2011 on this subject.

An old Chinese proverb says, “May you live in interesting times”. Indeed, the introduction of social media to our lives, both personal and professional, requires a vigilance about this ever-changing and ever-growing medium that certainly makes these interesting times. gf GLOBAL FORUM | INFORM

LinkedIn Profiles: Perception Matters

Bridgid 18 Nelson is a Permanent Recruiter with Healthcare IT Practice. VOL 4 ISSUE 2 She can be reached at As a professional Recruiter, I day and age, many of our Bridgid. am exposed to more people initial encounters are not in Nelson@ on a monthly basis than person, but occur over the greythorn.com many people will interact phone or most often, online. with in any given quarter, When we meet others online, or even in a year. I speak perceptions are formed based with people in person, on on the information that is the phone, through email, readily accessible to anyone and online. As a result, I with an Internet connection. see the good, the bad, and Since your career can grow the ugly of individuals more or stagnate based on these than the average Joe (or perceptions, shaping your Jane). What I can tell you online presence is especially is that first impressions are crucial. The Internet and critical, particularly in a social media can be powerful professional setting. In this tools–positively or negatively affecting your career.

While not everyone is looking to ascend the corporate ladder at lightning speed, I would challenge you to find someone who truly wishes to stay stagnant in their career. Imagine the following third of them started a new sites, [with] LinkedIn you’re scenario: You get promoted position in 2011. From my outlining all your credentials; into a cushy Director role experience, I’d imagine that presenting the professional with a corner office. However, another one-third is actively rather than the personal instead of looking to continue pursuing a new role in 2012, you. Considering the sheer growing your career, you and the remaining one-third vastness of the digital space, decide that you want to stay is currently enhancing their the potential for building in that exact role, with those experience and building their up a solid base of contacts same responsibilities, at the resume in order to position and fostering new business same company, in the same themselves to ‘take the next relationships is boundless.”2 office, at the same desk step’ in their career in the Assuming that you, along for the next 20 years until future. with pretty much every other you retire. Sure, you might professional, are looking get a gold watch and a pat Consider these facts: “Every to grow professionally, you on the back – that is, if the one of the Fortune 500 has should be aware of what your company doesn’t decide employees on LinkedIn; online presence is saying on a layoff or corporate 499 have employees at the about you. The picture it restructuring. Meanwhile, director level or above. paints, if not up to snuff, your colleagues have been The average LinkedIn user can be detrimental to your moving on to bigger and is 41 years old and earns success, even if you are not 19 better things, into new more than $110,000 per proactively searching for your and exciting departments. year. LinkedIn members are next role. Your goal should And all this time, you have 64% male and 36% female. be to create a powerful and simply put your career in LinkedIn has become a POSITIVE presence online, park; being passed over must-have tool for ambitious through LinkedIn, Facebook, for promotions, raises, and professionals, whether other social media outlets, new opportunities. I highly they’re currently looking as well as what can be found doubt that this is a scenario for a job or not. In just a through a simple search many of you envision as your few years it’s grown into engine, which will aggregate reality. And based on my the largest and strongest any and all information about own empirical research, you business network in the you into one location with a 1 are not alone – most people world.” Additionally, LinkedIn minimal amount of clicks and don’t want to remain stagnant “can be an ideal way for effort to the chagrin of many in their careers. Of my 900- professionals to present an employees and the delight of plus professional contacts online profile of themselves. many employers. on LinkedIn, almost one- Unlike social networking

When crafting your LinkedIn profile, consider the positives and negatives of your online profile in the chart below.

GOOD BAD Professional information that is current and up-to-date. Inaccurate or misrepresented job history with incorrect dates.

Reasonable ways to be contacted – i.e., email address or LinkedIn profile Out of date or inaccurate contact information. address. Articles published, awards won, and recognition gained. Political or religious statements, information about drinking, drugs, arrests or illegal activities. Volunteer activities and causes that are close to your heart, i.e., Susan G. Negative statements about your employer, trade secrets, or Komen 3-day Walk for the Cure participant and fundraiser. private company information. A professional photo of yourself for business purposes. Graphic photos, racist or insensitive statements, information or pictures that can get you fired from your job or kicked out of school. Objectives: career opportunities, consulting offers, new ventures, job Private medical information or private family moments, including fresh- inquiries, expertise requests, business deals, reference requests, and/ from-the-womb photos. or getting back in touch. gf GLOBAL FORUM | INFORM

about growing your network. On LinkedIn, you are able to contact directly anyone who is up to 3 degrees removed from you. You will see as you add connections that your extended network will grow dramatically. You will see that I do have a large personal network of over 1000 direct contacts, but what is amazing is the exponential growth as I step two and three degrees away from myself. One step These potential employers that will assist you in putting removed from my immediate will use search engines your best foot forward online. contacts, I have access to such as “Google” or “Bing” over 440,000 people. When Crafting your profile is a to research prospective I go one step further, I can crucial step in the process candidates or to monitor directly contact almost ten of creating your online current employees. A useful and a half MILLION people. If 20 presence – think of your exercise to perform is to you didn’t believe it before, LinkedIn profile as your search for yourself online – you can see how amazing online resume. Your career you might be amazed at what your network can be for you progression should be c