2020 AASLD Social Media Guide An Introduction to Social Media for Health Care Professionals TABLE OF CONTENTS

What is Social Media? 3

Protecting Privacy 4

Social Media Platforms 5

Jump-starting Your Social Media Presence 9

How to Know What Content to Post 10

10 Tips for Creating Content 11

Managing Social Media on a Busy Schedule 15

02 WHAT IS SOCIAL MEDIA?

Social media is the term we use to describe websites and applications that let us connect and talk to each other.

Health care professionals are no exception. Your peers are joining social media, and having conversations there too. Online they are discussing research with one another, sharing professional stories, connecting with patients and educating their communities.

In this guide, we’ll help you join the conversation.

03 PROTECTING PRIVACY

Health care professionals must adhere to specific regulations when sharing information online. In terms of protecting health care information, the Healthcare Insurance Portability and Accountability Act (HIPAA) sets guidelines that detail the protection and confidential handling of an individual’s health records. Check with your employer or organization for trainings or policies covering social media use, especially with regards to protected health information. There are also a variety of courses and online articles that offer tips for avoiding HIPAA violations online.

While not a comprehensive list, here are some helpful tips to keep in mind when using social media: •  It’s safest to avoid discussion of patients, however, if you do want to include a general anecdote, make sure For health care professionals, de-identification of the patient and / or privacy is not only a concern for specific informed consent is achieved. their patients, but also for their own personal channels. Luckily, Include clear disclaimers in your • many social media platforms profile description and posts that your and third party scheduling content is not medical advice and platforms allow for two-factor does not replace a consultation with authentication. How does it a health care provider. work? If someone tries to log •  Speak generally about conditions and into your social media account treatments. from an unknown browser or •  Do not provide medical advice online. device, they will need to enter a •  Make sure you know and follow your secondary code for verification organization’s social media policies. before they can proceed. •  Understand that even posts on a private Follow these instructions on setting personal page can be accessed by users up two-factor authentication for other than friends and followers. your social media accounts.

04 SOCIAL MEDIA PLATFORMS

05 PLATFORMS: PUBLIC

A social networking site Instagram is a designed specifically for The largest social media A social networking photo-sharing professionals to connect with network where users can microblogging service application and social past, current and potential create profiles, upload What that allows registered network platform that future colleagues and others. photos and videos, join members to broadcast allows users to edit is it? It’s a place for professionals to groups and connect short posts called and upload photos document accomplishments directly with personal and tweets. and videos through a and position themselves as professional connections. mobile app. industry experts.

Fewer users compared to Facebook but popular among media As with Facebook, 61% of LinkedIn users are Facebook is the most used and other influential women are more aged 30 to 64 years old. social network globally Who voices. #LiverTwitter likely to use Instagram. Men have a higher presence among both American and is popular and active The second largest uses here than women - 29% international audiences. among the hepatology Instagram age of American men have a It also has the highest use it? community as a place demographic is 30 to LinkedIn profile. among older populations. where professionals 49 years-old. can share liver-related updates and news.

• Differentiates from other • Photo and video • Limited to 280 • Facebook’s news feed platforms by being the posts are primarily characters. favors highly visual network for professional content, so photos and done through the • In the event a post use. videos are absolutely mobile app. or topic merits more • There are a variety of essential. • Instagram Stories is a than 280 characters, ways to engage with very popular format consider the use • There are hundreds of Key your network, peers and for sharing short of Twitter Threads, millions of Facebook patients. This could be photo and video things where multiple Groups that allow for users through making direct posts that disappear tweets can be to connect with others on to connections, joining and after 24 hours. threaded together. a similar interest or topic. know participating in groups, Stories do have the • Polls are a unique posting articles and more. • Facebook Stories is another ability to ‘live on’ if way to engage with tool to share short visual they are added to • Like Twitter, hashtags the audience, getting content that disappears Highlights. can be used to join the a glimpse into what after 24 hours. conversation around • Like Twitter, they know, think particular topics or to • Anyone can broadcast Live hashtags can be used and want. search specific ones. videos on the platform. to search topics.

Twitter allows health As the professional social Value care professionals to media network, LinkedIn From professionals and peers Instagram gives health for post quick and factual is ideal for connecting to patients and community care professionals the updates as they pertain with others within the members, Facebook offers ability to humanize the Health to the industry. Twitter health care profession. It’s the ability to reach and health care profession Care is an ideal destination also a platform to share connect with the broadcast with emotion and for live posting about educational and professional audience through posts and communicate quickly Profes- industry news and industry content with groups about a variety of and conveniently sionals announcements, events your colleagues, peers and topics. through visuals. and conferences. patients. 06 PLATFORMS: HEALTH CARE SPECIFIC

An online social network ResearchGate is a social media exclusive to physicians where Doximity is the largest online network for scientists and What is it? they can discuss clinical cases community of health care researchers to share papers, ask and business aspects of their professionals in the country. and answer questions, and find profession. collaborators.

SERMO is a global platform for Doximity membership is reserved ResearchGate is a professional physicians with over 800,000 for US physicians, medical network for scientists and Who uses it? fully verified and licensed students and clinically-practicing researchers with over 17 million physicians across 150 countries. health care professionals. members globally.

• Members must go through a three-stage credential check. Key things • SERMO offers rich real-time • 70% of Doximity’s activity is • ResearchGate is open to interaction and engagement, on mobile devices and 85% of researchers and scientists, as to know much like Facebook. It’s the its doctors use iPhones. opposed to just physicians. #1 site for conversations and medical crowdsourcing.

SERMO offers rich real-time ResearchGate links researchers Doximity serves a variety of interaction and engagement around selected topics and functions including rolodex, Value for allowing physicians to upload specializations – these can be professional profile page, CME photos derived from real chosen or edited at any time by Health Care tool, email/fax/text service, news medical cases and crowdsource members. Members can track and Professionals portal, and digital doctors lounge advice or diagnoses from fellow follow the research publications for curbsides and conversation. SERMO members. of others in their field.

07 PLATFORMS: TO BE CONSIDERED

Reddit is a social news This video-sharing social A popular mobile The world’s largest website and forum networking service is one app that allows online video site where content is socially of the fastest growing users to send allows users to curated and promoted social media platforms in and share videos What is it? upload, subscribe, by site members the world. It allows users and photos that share and view through voting. The site to create short dance, self-destruct after videos of interest. name is a play on the lip-sync, comedy, talent 24 hours. words “I read it.” and other-type videos.

It’s most popular among YouTube is used by About eight-in-ten Generation Z, however nearly three-quarters users aged 18 - 29 Due to its niche it’s also the fastest of US adults. It is also use the app daily, presences, overall, growing network so its Who uses it? the second-largest including 68% 2% of US adults get demographics are shifting search engine in the who do so multiple news on Reddit. rapidly to also include world. times a day. older users.

• YouTube is owned • Unlike many other • Users can create, post by Google which • Snapchat can social media websites, and engage with short means that YouTube only be used on Reddit is not about videos. videos will rank in a a mobile app. “showing off.” Most Google search. • TikTok poses some Key things of its content focuses • Information security and data • In addition to on discussion. to know shared on your privacy concerns, posting pre-made story deletes • Reddit offers focused even as it has drawn videos, users can after 24 hours. subreddits that allow mass user growth and now also livestream for niche discussions. engagement. on YouTube.

It offers health care Reddit, specifically the Health care professionals the Medicine subreddit, offers professionals can TikTok offers a creative, opportunity to create health care professionals Value for use Snapchat to fun way to communicate industry focused videos a community where give patients a with patients and Health Care on new advancements, information can be behind-the-scenes community partners Professionals daily health tips and shared to colleagues look at conferences around specific topics. more that can be and others interested in and events. shared with patients. specific areas of medicine.

08 JUMP-STARTING YOUR SOCIAL MEDIA PRESENCE

Create a profile that showcases your presence in the health care profession while positioning you as a thought leader / credible source.

• Profile picture should be a professional headshot or other high quality photo.

• Profile cover image should incorporate your brand or something related to you personally.

• Bio should include information related to you both personally and professionally (handles if applicable).

• Profile to include your company or personal website.

• Social media handles should be simple and professional, and ideally it’s the same name across all platforms.

• Custom URLs (e.g. facebook.com/AASLDNews/ vs facebook.com/AASLD-News-463953450738694/) should be created for Facebook and LinkedIn.

09 HOW TO KNOW WHAT CONTENT TO POST

Getting the most out of social media requires consistency and regularity. But, your time and resources are limited, so don’t try to do everything. As you develop content, ask yourself, “Does this post…”: • Tell my audience what they want or need to hear? • Support my personal and professional goals on this platform? • Add value to the online conversation around this topic? • Tap into what’s trending online right now? • Prompt any additional follow up, and will I have enough time to commit to that? Above all, it’s critical to provide real value through content that is tailored to your followers’ interests, preferences, concerns and professional / personal identities.

Followers Personal Needs Objectives

Publishing Your Context Resources

10 10 TIPS FOR CREATING CONTENT

Headlines Stand out with Relevance drives Quality affects are critical pictures and video engagement reputation

Don’t be afraid to Help your followers Encourage users Write posts that write long posts be in the know to engage are easy to read

Post regularly and Test different times consistently, but and formats for not constantly engagement

11 EXAMPLES OF GREAT POSTS

These social media posts highlight great imagery and copy writing while offering followers information relative to their area of study.

12 WHERE TO FIND CONTENT FOR POSTING

AASLD-Related Channels

AASLD ACCOUNTS Liver Hashtags AASLD on Twitter #Cirrhosis #HepatitisC AASLD on Facebook #FattyLiver #Hepatitis AASLD on Instagram #HBV #LiverFibrosis AASLD on YouTube #HCC #LiverTransplant #HCV #LiverTwitter AASLD on LinkedIn #HepB #NAFLD #HepC #NASH AASLD LEADERSHIP Matthew D’Uva – CEO Julie Deal - ED of the AASLD Foundation AASLD President

AASLD JOURNALS HEPATOLOGY Liver Transplantation Actual, Factual, Clinical Liver Disease Functional Hyperlinks! Hepatology Communications (as seen on TV)

13 WHERE TO FIND CONTENT FOR POSTING (CONTINUED)

OTHER LIVER ORGANIZATIONS AASLD MEMBERS Asian Pacific Association for the Study for the Liver [APASL] Jorge A. Bezerra Canadian Association for Study of Liver [CASL] Adrian Di Bisceglie European Association for the Study of the Liver [EASL] Patty Pringle Bloom Hepatitis B Foundation Ray Chung Latin American Association for the Study of the Liver [ALEH] Oren K. Fix Mexican Association of Hepatology [AMH] Guadalupe Garcia-Tsao World Hepatitis Alliance Donald M. Jensen W. Ray Kim GI ORGANIZATIONS Anna S. Lok American College of Gastroenterology [ACG] David Mulligan American Gastroenterological Association [AGA] Nancy Reau American Society for Gastrointestinal Endoscopy [ASGE] Vijay Shah Elliot B. Tapper GOVERNMENT ORGANIZATIONS Norah Terrault CDC’s Division of Viral Hepatitis Nneka N. Ufere HHS Office of Viral Hepatitis Elizabeth Verna

14 MANAGING RESOURCES ON A BUSY SCHEDULE

By now you are able to understand how important it is to have a presence on social media. The commitment to social media does not have to be a time commitment. There are many ways to save time while not compromising effectiveness.

Social Media Apps Social Media Alerts Third-Party Platforms

With many social media Within social media apps, Third-party publishing platforms having mobile you are able to set up tools are a great way to apps, gaining access to profile notifications that stay involved in relevant your profiles is right at alert you to activity or social media conversations your fingertips. Most engagement on your profile. without using too much of mobile apps have the Notifications offer real-time your time. Many third-party same functionality as their updates without the hassle publishing tools allow you desktop counterparts, such of constantly checking in on to link several social media as posting and engaging your social media profiles. platforms to one account with followers while Examples of notifications and schedule content in offering ease for users who include post tags or advance. On the next page are on the go. mentions, replies, and posts are three third-party social to your individual wall. media platforms that allow posting to multiple social media channels. 15 SOCIAL MEDIA MANAGEMENT TOOLS

Buffer is a simpler and easier way to schedule posts, track the performance of your content, and manage all your accounts in one place.

Hootsuite saves you time by putting all of your social media platforms in a single dashboard with tools to manage all your social profiles and automatically find and schedule effective social content.

Sprout Social’s management tools can help you and your team monitor, respond and collaborate for faster communication.

16 WRAP UP

Social media offers health care professionals the opportunity to share research with peers, connect with patients and educate communities. By following the steps and information outlined in this guide, you’ll be able to jump-start your social media presence and impact with ease.

NOW GO GET STARTED!

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