This is a presentation that I gave to the Florida Academy of Family Physicians in Jacksonville, Florida on October 24, 2009. The content is a general introduction to social media theory, with an emphasis on how the elements of community, authenticity, family and intimacy found in social media directly correlate to family physicians. Additionally, FAFP has been engaging younger doctors through their Facebook page and are looking to take this to the next level.

1. Opportunities for FAFP in Social Media Leslie Bradshaw Director of Engagement | New Media Strategies October 24, 2009

2. Why?

3. Advocacy works because real people are behind what is being said – the same goes for social media. Real people listen to real people. Information will be passed when the source is known and trusted .

4. You Target Targets You Friend Creating New Relationships and / or Deepening Current Relationships Connecting on the Phone and / or Over Email Connecting in Person Leveraging Relationships TAKES MINUTES: Adding Social Media to Your Tool Belt TAKES DAYS: Operating without Social Media Connecting in Person Connecting on the Phone and / or Over Email

5. Social media expedites and extends nearly every action. It’s like sending something FedEx next day, but without the extra charge. It’s like being in print, on TV and radio in a single move .

6. Key Audiences Organization / Spokesperson Key Audiences Two-Way One-Way Organization / Spokesperson Newsletter

7. Social media is a logical extension of what we’ve been doing for centuries. The technology and medium has changed … … but the same driving need to connect, learn, express, share and interact has not .

8. (In other words, tweets are the new hieroglyphics…)

9. (... Facebook is the new front porch…)

10. (… blogs are the new newspapers...)

11. (… and YouTube / Hulu / Netflix are the new TVs / movie theaters.)

12. More good news: We all own the means of publication .

13. Where?

14. Skim Paper during News Media Time Out Morning Lunch Midday Commute Evening Undivided Attention State of Mind Morning Talk Shows Check Headlines TV on in background AM Radio Radio During ride home Background TV during dinner * Source: National Journal Group Media Consumption in 2003

15. Glance at magazines Search the Web Radio during drive Weather Online Undivided Attention State of Mind Media Time Out Morning Lunch Midday Commute Evening Morning TV Scan Late-Night emails Skim email & Facebook Watch TV in office lobby Watch YouTube or Hulu Email & social networking Skim blogs at lunch Check email Radio during commute News and sitcoms during dinner Emails before bed Read before bed Mobile at stoplights * Source: National Journal Group Media Consumption Today

16. Social search is the future . Users want accurate, trusted and real-time results for their search queries. That’s why Microsoft bing, Twitter, Facebook, FriendFeed and Google are doing deals .

17. Search Social Media Community Content Social Search

18. When?

19. YouTube expands rapidly, acquired by Google Facebook overtakes MySpace in unique monthly visitors 1996 184 million blogs counted worldwide 1999 2001 2004 2005 2006 2008 2009 Wikipedia is most popular reference site online Twitter is #3 most-visited social network Blogging rises in popularity Social Bookmarking takes off The first hosted blog tools launched First online bookmark launched: iList 2010 anonymity transparency authenticity intimacy ?

20. ? A: Translucency. Q: What’s next?

21. Who?

22. 64% of doctors are now using smartphones 83% of doctors watch video clips online

23. Target Your Audience on Facebook

24. Social Media Skews Female Source: InformationisBeautiful.net

25. How?

26. “ [Users] make their credibility-based decisions about the people or organization… … based upon the overall visual appeal .” Stanford Persuasive Technology Lab, 2002

28. The more you publish… … the more you appear. (but make sure to make it good )

29. Organization’s Website How Search Engines Rank Content

33. Closing

36. “ Social media is bringing back humanity to all digital life. We are no longer users, consumers, shoppers. We are people again .” ReadWriteWeb, January 2009

37. Appendix – Case Studies

40. Contact Leslie