Social Media Tools for Department and Practice Communication and                     Branding in the Digital Age

Kohli, Marc D.; Daye, Dania; Towbin, Alexander J.; Kotsenas, Amy L.; Heilbrun, Marta E.

doi:10.1148/rg.2018180090

Cited by 28 publications

(23 citation statements)

References 26 publications

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“…Although social media has its benefits, curating an active presence on social media requires that accounts regularly post new content to remain relevant, which can be time-consuming (20). It is helpful to divide the efforts among multiple residents who share access to the account.…”

Section: Social Media Pearls and Pitfallsmentioning

confidence: 99%

From Beginning to End: A Single Radiology Residency Program's Experience with Web-Based Resident Recruitment during COVID-19 and a Review of the Literature

2021

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COVID-19 disrupted the practice of in-person visits for the 2020-2021 recruitment cycle. This past year, Graduate Medical Education (GME) programs converted to online interviews and virtual visits for all applicants. Given the unpredictable nature of this pandemic, it remains unclear when or if conventional travel for residency interviews will resume. Therefore, it is important to reflect on this past season and look ahead to our next recruitment and interview cycle. Here, we review prior publications studying faculty and applicant experiences with web-based interviewing strategies, and we describe our own residency program's recruitment strategy for a virtual interview season, including survey results of reactions by both interviewers and candidates following our first season in this new era of virtual meetings and interviews. Web-based recruitment and interviews are feasible and can be done well with careful planning and preparation of those involved. Concerns persist primarily among applicants that virtual visits to a training program are inadequate for providing sufficient information prior to ranking. Regardless of future travel restrictions, GME programs will likely benefit all stakeholders by offering web-based recruitment and interviews, while also providing opportunities for optional in-person visits.

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Section: Social Media Pearls and Pitfallsmentioning

confidence: 99%

From Beginning to End: A Single Radiology Residency Program's Experience with Web-Based Resident Recruitment during COVID-19 and a Review of the Literature

2021

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“…Through the feedback process of socialization of continually deeper engagement, the identity becomes more refined until becoming a member of the community of practice [ 34 ]. In the case of our findings on digital identity, web-based metrics such as followers or increased web traffic were successful markers of socialization into the digital community and guided our participants to refine their digital identity by adhering to engagement strategies [ 35 ] and content that increased followings.…”

Section: Discussionmentioning

confidence: 99%

Defining the Digital Self: A Qualitative Study to Explore the Digital Component of Professional Identity in the Health Professions

Ruan

Yılmaz

et al. 2020

J Med Internet Res

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Background Recent medical education literature pertaining to professional identity development fails to reflect the impact social media has on professional identity theory. Social media is transforming the field of medicine, as the web-based medium is now an avenue for professional development and socialization for medical students and residents. Research regarding identity development in social media has been primarily confined to electronic professionalism through best practice guidelines. However, this neglects other potential aspects pertinent to digital identity that have not yet been explored. Objective This study aims to define the properties and development of the digital self and its interactions with the current professional identity development theory. Methods A qualitative study was conducted using thematic analysis. A total of 17 participants who are social media education and knowledge translation experts were interviewed. The initial participants were from emergency medicine, and a snowball sampling method was used following their respective web-based semistructured interviews to enable global recruitment of other participants from interprofessional disciplines. The research team consisted of a diverse group of researchers including one current social media knowledge translation physician clinician educator, one postdoctoral researcher who is regularly engaged in social media knowledge translation, and 3 nonphysician research assistants who are not social media users. Half of the team conducted the initial coding and analysis, whereas the other 2 investigators audited the procedures followed. Results A total of 4 themes were identified that pertain to digital identity. In the first theme, origins of initial digital identity formation were found to be derived from perceived needs in professional roles (eg, as a medical student or resident). The second theme consisted of the cultivation of digital identity, in which digital identity was developed parallel to professional identity. The third theme that emerged was the management between the professional and personal components of digital identity. Participants initially preferred keeping these components completely separate; however, attempts to do so were inadequate while the integration of both components provided benefits. The fourth theme was the management of real-life identity and digital identity. Participants preferred real-life identity to be wholly represented on the web. Instances of misalignment resulted in identity conflict, compromising one of the identities. Conclusions Social media introduces new features to professional identity in the digital world. The formation of digital identity, its development, and reconciliation with other identities were features captured in our analysis. The virtual component of professional identity must not be neglected but instead further explored, as educational institutions continue to give more importance to navigating professional identity development.

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“…Research by the Google Shopper Science team showed that 71% of potential car buyers searched for information online before visiting a dealership. As consumers are substituting Internet-based searches for traditional searches [1], numerous studies have examined consumers' search behavior on the Internet [1,[4][5][6][7][8][9]. Furthermore, in today's online environment comprising numerous different types of information platforms, understanding information platforms and search behavior is important in planning a media strategy across a range of digital media [2,10].…”

Section: Introductionmentioning

confidence: 99%

Advances in Search Strategy Using the Set of Brand Considerations in the Web Ecosystem

2021

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This study explores changes in a set of brand considerations as a result of web search strategies. Survey and personal computer log data of car buyers were used to identify online information search behavior for brands and products. Through this study, we found that higher frequencies of brand searching are associated with how much consumer-initiated sites and third-party-initiated sites are used, while lower frequencies of brand searching are only related to how much brand-initiated websites are used. We also concluded that ambivalent messages on consumer-initiated sites lead to the postponement of a decision and a continued search for another brand. In addition, third party-initiated information sources lower search costs, which lead to longer consumer journeys and expand the set of brands considered and searched. The results of this study can help marketers understand the importance of their own media and aid in the development of a digital media strategy.

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Social Media Tools for Department and Practice Communication and Branding in the Digital Age

Cited by 28 publications

References 26 publications

From Beginning to End: A Single Radiology Residency Program's Experience with Web-Based Resident Recruitment during COVID-19 and a Review of the Literature

From Beginning to End: A Single Radiology Residency Program's Experience with Web-Based Resident Recruitment during COVID-19 and a Review of the Literature

Defining the Digital Self: A Qualitative Study to Explore the Digital Component of Professional Identity in the Health Professions

Advances in Search Strategy Using the Set of Brand Considerations in the Web Ecosystem

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