The Potential Impact of Social Media On The Wound Care Community

  Whether you love it or hate it, social media is here to stay. Trying to imagine a day without the Internet is almost laughable, yet what has become commonplace to even the most computer illiterate was hardly a part of our daily lives before 1997.

  I use 1997 as a reference point because that is around the time I was finishing up residency and was first introduced to this new and powerful research tool. Within a year, my perception of the Internet went from a tremendous time saver that could make research papers possible without the need for a reference librarian and card catalogues to the place where I could get news far beyond the walls of a library or a local newspaper.

  The dot-com bonanza made millionaires of persons creative and savvy enough to be ahead of the bell curve, especially when it came to providing services of all types. Were these individuals any smarter than the rest of us? Were luck and timing at play? How did opportunity present itself, right under our noses, yet was only recognized by a small group, relatively speaking?

  How has social media gone from a better way for college kids to meet potential dates to a force that is literally shaping world history at this very moment? Anyone arguing that this point is hyperbole needs to look no further than the 2008 Presidential Election, the Arab Spring, Occupy Wall Street, the 2012 elections, and even “Tebowing”.

  This article will dive into social media and examine how you can better utilize this powerful tool, especially in growing your wound care center or practice.

So Easy, a Caveman Can Do It … the Historical Perspective of the Social Network

  Not to steal the tag line of a popular ad campaign, but social networking truly has its origins in the period when man first sat around the fire to discuss the events of the day. Sociologists used this analogy when describing the advent of radio, and then television, as substitutes for the caveman’s fire of prehistoric days.

  What we are witnessing with the explosion of social networking today is really nothing more than an extension of how man’s method of dispersing and obtaining information has continued to evolve.

  Make no bones about it, social networking is not just a fad; it is a fundamental shift in how humans communicate, interact, collaborate, create, inform themselves, prioritize, organize, buy, sell, and play.¹

What is Social Media and Why Should I Bother?

  Social media is nothing more than basic communication. Is it a time waster? It can be. Can it help you immeasurably in your marketing efforts? Without question, it can.

  So how does one make the transformation from casual observer, occasional Facebook or Twitter user, or fumbling Angry Birds player to enlightened social media marketer? How do you grow your wound care service using social networking without seemingly a clue beyond Google?

  It takes a plan. As legendary basketball coach John Wooden used to say, “Plan your work and work your plan.” The plan begins by understanding that the various social media sites, such as Facebook and Twitter, are merely channels, as on a cable or satellite television service tier. Do not be intimidated by the variety. Sites, like channels, can be learned and mastered, much like learning a foreign language. The key is it is the value of the content that makes mastery worthwhile.

  Let’s look at an example of basic social networking to further simplify things.

Social Examples

  A kid moves to a new town and starts at a new school. He has no friends at the new school, but eventually meets other kids and makes friends. To expedite the process, he joins some clubs, and meets others with similar or shared interests, and as a result, shares experiences, which further strengthens his new friendships.

  Another scenario is that of two strangers at a cocktail party. Initially, they may have no interaction, yet through the introduction of a mutual friend, they learn they went to the same college and, as barriers disappear, they discover they have much in common.

  These simple vignettes illustrate that social networking is something you already understand. It is the presentation in its latest form that may cause anxiety or rejection altogether. To be successful, you need to reduce any pre-conceived fears, develop a strategy, and remember you have been a social networking expert all along and never realized it!

Developing a Basic Strategy for Social Networking

  Social media is an “attention economy”. Every product, whether book, television show, or website, vies for attention and tries to derive financial benefit from it, through advertising, subscription, and the like.

  User attention. Users’ attention has become the scarce commodity. Companies invest in pop-up advertising in hopes that a millisecond’s notice may convert into action on the part of a consumer, which will result in a sale.

  Viral. The word viral existed in our vocabulary before social media, but now has a much different connotation. How do we get our message to “go viral”? Is going viral necessary?

  Planning. When developing your social networking plan, consider a two-component approach. The two components of such a plan would be Research/Listening and Tactics.

  Listening. Research/Planning are self-explanatory in the sense that awareness of your market will help in targeting their needs.

  Relationships. Development is not a single event. It is a process. One should not look for a quick result if marketing your service is your goal. The process allows development of relationships with potential new clients and maintenance of good relationships with existing clients.

  Strategy. Try things out and see what works for your brand. This includes areas such as Twitter, Facebook campaigns, Smartphone apps, or YouTube videos, to name a few.

  A common error is focusing too much on the tactical side of the plan. This is analogous to placing a “message in a bottle” and throwing it out to sea. You may get lucky, but chances are you won’t. Tactics should come after building a solid image, personality, and engagement online. A professional quality website, established first, can in turn be facilitated by social networking sites driving more traffic to the website.

How Do I Know I am Going to Reach My Target Audience?

  There is always the chance that you won’t reach your target audience, but before panic sets in, consider some facts:
    • 91% of online adults access social media in a typical month.
    • According to an Experian Simmons report, 98% of online 18- to 24-year-olds already use social media each month.
    • The greatest growth sector is among older Americans.
    • Today, nearly three out of four online seniors use social media in a typical month, as do 82% of those ages 55 to 64.²
    • Americans spend almost a quarter of their time online on social networking sites, according to Nielsen.
    • The most popular social network is Facebook, but other big sites like Blogger, Tumblr, Twitter and LinkedIn continue to grow.
    • Nine of the 10 most popular social networks were dominated by women.^3,4

  The reality is that even though much is out of your control using these new platforms, you can control your success by using social media wisely. Remember: use research/planning before you use tactics.

The Save A Leg, Save A Life Experience and the Growth of an Organization Through Social Media and Networking

  How did an informal lunch-and-learn group of approximately 15 home health nurses, a podiatrist, a nurse practitioner, and a few industry reps grow into a nonprofit organization quickly approaching 60 chapters around the country?

  The short answer is through social networking and word-of-mouth discussion — first locally, and then within the wound care community. In a sense, word-of-mouth is social networking, so it was a combination of a strong website and social networking presence that accelerated the growth of the Save A Leg, Save A Life (SALSAL) Foundation.

  The past 3 years have seen the Foundation’s growth through greater utilization of (first) a website, then sites such as Facebook, LinkedIn, Twitter, Yammer, and YouTube. Constant Contact and internal emailing also have been instrumental in the growth of the organization.

  The Foundation’s early attempts at using a predecessor to Google Circles, known as Google Groups, did not work, as confusion and a lack of adapting to social networking sites were encountered. Simple email served as the first method of growing the organization from within and locally.

  Noteworthy was the increasing number of friends and relatives contacting the organization on behalf of a loved one, usually facing lower extremity amputation. Typically, these individuals inquired to determine if SALSAL could help locate wound care providers in specific areas of the country for loved ones. The power of networking through search engines illustrated the importance of further increasing the presence of SALSAL by specifically using social networking sites.

  Some social networking sites have worked better than others. Ultimately, we may be seeing a bit of overload with the advent of a greater number of such sites. Users must first adapt certain behaviors or reasons to enter social networking sites in the first place. Creating repetitive habits to drive visitors to specific sites and to keep them coming back is the real challenge. Content and visitor value are critical. Article-, video-, photo-, and poll posting can enhance the experience, but they do not guarantee usage.

  The dynamic between virtual and real led SALSAL to grow into a truly hybrid organization. Live, small meetings led to virtual growth and recognition, which fueled greater growth of the live aspect as new chapters were formed. New chapters further fueled growth of the virtual side, as the organization’s social networking sites have seen increased usage and incremental growth.

Do’s and Don’ts of Social Media and Networking: Some Final Thoughts

  Even the smallest medical practice can benefit from social media and networking, if done properly. Knowing what to do can be just as important as knowing what not to do.

  First, the do’s:

    1. Share pictures of your office or wound center, as well as live Tweets during an event, videos, articles, and live streaming.
    2. People do not view content as they do advertising. Learn to create content for your brand.
    3. The user generally will not mind your interesting and valuable content regarding your brand.
    4. Be honest … do not be anything less than truthful.
    5. Be transparent.
    6. Share, share, share … spread the word on a variety of channels.
    7. Treat your network as you would your friends.
    8. There is an overlap here, so apply the golden rule to your networking and you will succeed.
    9. Conversely, people see through the insincerity pretty quickly and your reputation can be damaged should you try to “use” or take advantage of people.

  Now, the Don’ts:

    1. Don’t just “do it” because it is there, or because of perception that “everyone else” is doing it.
    2. Plan with a strategy first instead of using tactics.
    3. Make sure content is updated and has value to your target.
    4. Do not post medical information relevant to an individual patient’s case.
    5. Do not post personal photos, information, family information, or political and religious views on a social networking site. Nothing good can come from such information, and you never know who is “creeping” or seeking such personal information and, most importantly, how it may potentially be used against you.
    6. Beware of staff social networking and their usage; discretion must be exercised. It is strongly recommended that staff do not mention their employer by name on their personal sites. An organization’s credibility can be damaged by the lack of judgment of an individual who may not think of all the possible ways a seemingly innocent photo, comment, or other information may be interpreted by others.

  If you think the emergence and utilization of social media and networking seems to be evolving at an almost overwhelming pace, please understand you are not alone in this feeling. Remember, you already have a good basic understanding of the concepts. Try learning how to use one site at a time. Expand to other sites once your confidence grows. Make networking fun, make it work for you, but do not give into frustration and opt for avoidance. People really are interested in you and what you have to share. Your expertise carries more credibility than any advertisement!

Dr. Desmond Bell is a Board Certified Wound Specialist (CWS)-(American Academy of Wound Management), and a Fellow of the American College of Certified Wound Specialists. Dr. Bell is the co-founder and Executive Director of the Save A Leg, Save A Life Foundation, a multidisciplinary non-profit organization dedicated to the reduction in lower extremity amputations and improving wound healing outcomes through evidence-based methodology and community outreach: www.savealegsavealife.org. He presently serves on the Board of Directors of the American Academy of Wound Management. Dr. Bell is the founder of the Limb Salvage Institute and Wound Care on Wheels, LLC, a service providing wound care to patients in the hospital, home, or long-term care settings. Wound Care on Wheels evolved from his previous practice model, the First Coast Diabetic Foot & Wound Management Center, a freestanding outpatient wound management center. He is a frequent lecturer and author on the subject of wound care, peripheral arterial disease, and diabetes. Dr. Bell was awarded the First Humanitarian Award by Specialty Hospital for 2009.

References

1. Peddie J. Research and Markets: The Social Web and its Implications. Jan. 2011 Experian Simmons Report. Oct 10, 2011.

2. Kessler S. Americans Spend 23% of Internet Time on Social Networks [STUDY]. Mashable. Sept. 12, 2011.

3. Ho T. Social Media Basics for Executives. Available at: www.slideshare.net/timho/social-media-basics-for-executives.

4. Social Networking Watch. Avaialble at: www.socialnetworkingwatch.com/all_social_networking_statistics/index.html.