Thanks for this combined meeting. It's been really refreshing to be back. So I do not have any RUC comments today or any auditing comments, but I will try to make some comments on some things that you may have a little more control over. My disclosures are through the academy. I think what's fascinating is, is to look where people are actually putting their time, and where they're putting their time is into these social media accounts. Whether it's good or bad, I can't say, but I can tell you that from a practice standpoint, it is a great way to get your message out there. This is looking at where the downloads were between 2010 and 2019. And basically what I want you to see is, is that Facebook was number one. It clearly has the hold on the entire world economy, as I think we know. But what's very fascinating is to see where other ones are falling in. Instagram, number four, TikTok, number seven, and Twitter, number 10. These numbers may adjust as we move forward into this next decade, but it's really interesting to see where people are putting their time again. You can see here just the dominance of Facebook. That's the blue. The blue here is where you're seeing in September 2019, so two years ago, just pre-pandemic, people were spending on average 18 minutes a day here. And I would imagine this number has actually increased. Where is business moving? And the question is, I would tell you, I don't actually know this, but I think for all of you here, it's important to know that this next generation of the digital age is taking advantage of all this, right? So TikTok, which we think is always about funny videos and things like that and the Chinese. But the bottom line is, is that they're actually looking at this business potential as well. I can't tell you that's the way to go, but I would say be aware that if you just go into this space that business management is looking at all these options. So what's our goal today? And that's to enhance your professional, professional, underlined, visibility. We're gonna talk about your strategy, your content, how you wanna deliver this, and how you minimize risk. Our message today is how do you optimize your professional footprint, right? And most of these electronic statements are permanent. So whatever you put out there, likely you can't get rid of, so you always have to think about that. The other thing is, is you always wanna maintain a positive stance. And the hard thing is, is people try to drag you into political discussions and other issues. You really wanna stay positive with this and really focus on the idea that you want a happy outcome. You want a happy patient here. You want people expecting the right outcome. This is what you wanna avoid. This is a practitioner around the Georgia area that decided to start doing dances on YouTube, right? And so this was probably not a good idea because they were effectively de-licensed and suspended. So we wanna make sure that we wanna learn from others and make sure that we're focusing on how to optimize our message, not to denigrate ourselves or everyone else. Probably the most important thing, everyone in this room is extremely busy. Brevity is certainly the soul of wit. So you wanna always be thinking of, how can I maximize my message and minimize how much time I'm putting into this? The content, content, content, it's like real estate, location, location, location. It's all about content. And what's, I think the most appropriate thing is it needs to be unique and it needs to be captivating. And the beauty of social media is this is relatively low cost. When I say cost, meaning monetary expenditure on your part, time is obviously important and high yield. So what we're gonna talk about, how to build a framework, devise the methods to do this and avoid the pitfalls, and how do you optimize your brand in this space? What's very interesting is that patients now, obviously, and everyone in this room has seen this, the patient obviously shows up and either they've done a Google search, they come in with a lot more information. And so word of mouth is still critical expertise, as well as how, as Hussain got into, how are the networks driving patient flow? But what I think what's fascinating is is over half of patients now are looking every one of us up online before they come in. They wanna know what is your footprint online and what are you actually representing? Who's your target market? It could actually be the patient, it could be your referral base, it could be both, it could be the network, and it really depends on what you consider yourself to be. It could be sports medicine, could be that you wanna be into joint preservation, maybe you wanna be affiliated with local high school teams, you wanna be involved with the NBA, or maybe it's a certain age demographic that you're focusing on. And I think all these messages can be tailored. So there are different ways to expand what your brand is. It could be what's your expertise, maybe you have a new technique, maybe you have a story, maybe you've treated someone that had not been helped before, maybe it was a revision case you thought was important to know, or maybe it's a new technology, you've got a robot, you've got a widget, you've got something out there that you want people to know in your community that you represent. So you wanna tailor that message to the market. There are lots of terms out there. And this talk is not necessarily gonna be a dictionary to that, but just realize that meta tags are things that you can't necessarily see on a webpage or a website. So meta tags are ways that Google and other search engines are gonna be able to process information. If you work with an IT person, they understand this. And people talk about optimizing search engines and things like that, that's what SEO is. What's more important for our talk today is what are some of these things here? So some of this may be basic and some of this may be experience, but the idea is your handle is your at symbol, so it's your user ID. Hashtags, people talk about topics, so the pound sign, direct message, and then video blog, V-log, are things that people will talk about. We're getting away from this a little bit, but the idea is that the phone book used to be how practitioners got their name out there. You know, you wanted to find a plumber, you open up the phone book, the plumber has an entire page in there dedicated to how we're gonna get your drains unclogged. For us, your website is the new phone book, and so a lot of your social media will focus around how do you optimize this content here? And it's really your home base. There's a variety of things out there as far as social networking, but the bottom line is you wanna have complimentary profiles. This is how you make your life a lot easier. And you can pay people to do this, but the idea is that there's multiple ways to enhance your profile, but they all wanna reflect the same message here. And then in the background, what you wanna do is you wanna generate searchable content. So that's where the meta tags make a big difference. So the idea is that you're having items listed within your profile on your website, and if someone searches you, let's say your name plus knee arthroscopy, your name plus meniscal repair, these things are all generated within the same space. So what type of content would make sense for this group? Well, you can get very formal, right? You can have handouts. It can be everything from post-operative rehabilitation. It could be the top 10 things to avoid injury on winter sports. It could be your case of the week. Maybe once a week, you're like, wow, this is something I want people to know that I'm doing. Occasionally, storytelling is important. You could have a podcasting series. Links, let's say that you've come across something very interesting as far as like a press article or something within, let's say a technique article that you want other people to recognize, you can include that. What's interesting is that the way that the social media works is, and this is the way that if I'm working for Walmart or Target, I'm thinking about how am I communicating with my market? So people talk about business to customer, that's B to C, or business to business. And there's different rationales for both. And I think it really comes down to what you think your target market should be. So if you're really focused on Facebook, maybe that's gonna be more based on what you want your patient population to see versus if you're focused on say a Doximity page or LinkedIn, that's what you want your colleagues to see. So that's just the basics of that. How about setting up your profile? I think it's important to try to separate your personal from your professional. Gmail makes this easy. So if you wanna go ahead and set up a separate Gmail account, that's good. Figure out a username that makes sense professionally. It's probably not gonna be good to use a name that's not professional. Make sure you have a security with your password and figure out how you wanna represent yourself with regards to imaging, like your picture and your bio. I think what's important is withholding non-essential information. Keep things away that would avoid identity theft and things like that. So what I like to do is just focus on two of these here. And I think what is important, and this line is getting blurred quite a bit. It used to be that certain media were allowing communication one way, right? So a patient may be able to reach out to you or you could reach out to them, but there wasn't that two-way communication. A lot of these platforms now have two-way communication. I think that makes it a bit tricky because obviously you wanna be able to protect HIPAA confidentiality, but you also wanna protect your time. Let's talk a little bit about Instagram. I've really found this to be probably the easiest platform to use now. They've actually made it very user-friendly. So if you have an account, I think you understand this. If you don't, it's easy to set up. But the idea is you establish a name, again, your picture, the bio, and all of this is easily searchable. It's under business.instagram.com. So if you just go in and type that in, you'll easily be able to set this up in less than five minutes. How about LinkedIn? Very similar, but the idea is you wanna overlap your message here and what your professional profile is. Other accounts are relatively easy to set up. I would say not as much, but when in doubt, it's easily just to go in and Google, how do I get started with Facebook business or Instagram business? And you can type that in and it will guide you through all these things. Why is Instagram becoming more important? For whatever reason, demographically, 60% of people are looking at products there. You've got over 200 million looking at business profiles every day. People are increasing their time as far as where they're dedicating their attention. And the business is becoming more serious, I would say, on Instagram. So lots of users, lots of app downloads. And if you want a younger demographic population, this is where you're gonna find them, right? And it's easily managed from your phone. So you don't necessarily have to go onto a laptop. You don't have to go onto your computer in your office to generate this content. There are other ways to do advanced setup. And I'll just sort of put this out there that when you really wanna get involved with this, there's all kinds of tools to do this. So I would emphasize again, you want your content to be clear, concise, and cogent. And that's how you wanna approach this. This is the idea of really lining up what patients, what you think they should be seeing. Rehab Pearls, new technology. Let's say that somebody, you have a patient that just won the World Series, and you want people to know that, right? Articles, providers, you can recognize your colleagues for doing great work, practice achievements for yourself, or case images or video. There are other special resources to get started. I think it's oftentimes easier if you can get your family members' attention. If you have young teenagers around the house, you can say, hey, I'd really like to know how to do this. And they will show you in less than 10 minutes. It's really fascinating. My 11-year-old the other day was like, dad, I can show you how to do all these things. So recognizing the resources are around you to do this. But again, if you don't have those resources, it's easy to go in on the internet and say, set up business and then type in what you wanna do. There are other more professional spots here. One is called HubSpot, Hootsuite is one. And these are actually professional resources where if you approach them, you'd say, listen, I want you to coordinate all this for me, and I wanna make it easy. And they will make it to where if you have a posting, it will set up on all these different accounts for you. So it's really fascinating how it all comes together. How do we figure if this is working? You can get information from Google, what's called Google Analytics. And all these sites now will provide analytic data. Instagram Insights is what they call their analytical data, Twitter will do it as well as Facebook. And they'll let you know who's coming in, who's coming out, how long they're looking, what they're actually searching for. So it's impressive. Where are the pitfalls with this? Clearly HIPAA is probably the biggest issue. You don't wanna be posting likenesses or images of people and or their private health information. Your employer likely now in 2021 has a social media policy. It's good to know what that is. So you're not going against that. Intellectual property, where that's important is, is you had a great idea and you're like, wow, this is gonna change the world. Don't post it, okay? Go out, talk to an attorney, get that idea secured. Because once you post it, then it becomes public and it's likely you're not gonna be able to secure that IP in the future. Conflicts of interest, and what I call doing stupid stuff, right? So you always wanna think twice before posting and review your privacy controls before posting things as well. What if there's bad information out there about you? It could be accurate or maybe not, right? And so there are what are now online reputation managers. There are people that go out and try to clean up the madness or the mess. So let's say that you've got somebody that's either, I mean, the modern term is called trolling, right? They're gonna go out and say, well, I don't like Dr. So-and-so, or I hate this hospital. And putting some of your efforts into cleaning this up can be very helpful for you. As I said, over half of people are actually looking at these sites and analyzing who you are and what your footprint is. So realizing that promoting positivity and cleaning up the negative business is important. So what's important? Design your framework, develop and analyze your content and avoid these pitfalls to leverage where you are in this space. I think will ultimately be beneficial to everyone in this room and ultimately allow you to deliver that brand or message that you think is most important for the audience you're trying to reach. Thank you so much. Thank you.

social media

professional online presence

Facebook

Instagram

TikTok