Social Media: is it for me?

Patients and dermatologists are talking about skin online. We’ll help you join the conversation.

What do you know already?

Do you know what’s trending at the moment on Twitter? Users suffering from skin conditions are talking about many different skin-related subjects online. Have you used the favorite tool to log any tweets you especially like? Or when was the last time you uploaded a snap on Instagram and included #psoriasis to maximize reach? If you’re scratching your head and have answered ‘no’, ‘never’ or ‘I can’t remember’ to any of these questions – it’s probably a good time to talk about social media.

World Congress of Dermatology (WCD)

Now is a great time to get involved with social media, as the 23^rd WCD is taking place in Vancouver, Canada from June 8th – 13^th. Some 16,000 attendees will attend workshops, Keynote presentations and thought-provoking panel discussions at the impressive Vancouver Congress Centre. Psoriasis and urticaria both feature in what is an action-packed program, sure to spark conversation all over the world. The great numbers of people with a keen interest in dermatology aren’t limited to those who are actually able to make it to Vancouver. Thousands will be following the congress online too. Make sure you read the rest of this social media guide and take part in the conversation online if you’re not able to make the congress, and follow @Skinsider on Twitter for live updates on the cutting-edge content coming out of WCD.

The numbers

‘Psoriasis’ was mentioned over 55,0001 times between April and May this year across social media. This figure excludes Instagram – the photo-upload-based platform now bigger than Twitter² – where the word psoriasis has been written by users 45,000³ times since its launch. The big numbers can also be found within dermatology-based organizations, who are witnessing some notable interest online too. The Psoriasis Foundation had 12,8004 Twitter followers at the time this article was written. This is just one example of many committed, digitally active and truly engaged audiences online, made up of patients, bloggers and medical professionals.

Say it right and they will hear you

Over 1.7 billion⁵ people use social media networks worldwide, but that’s not to say your voice will be a drop in the ocean. Interacting with a specific audience is so much easier than you may think. If you have psoriasis or urticaria, or if you’re a professional with advanced knowledge of the condition – join the thousands of others like you already connecting online. As mentioned earlier, our resident Skinsiders (made up of medical professionals and patients) will be teaming up to share their top findings from WCD – giving you an insider’s view.

Engaging with any audience becomes more achievable when both parties have a common area of interest. Social platforms are the facilitators of these worthwhile connections and conversations. The more interesting, groundbreaking, relatable or important your comment, article or photograph is, the greater your chances are of seeing a response.

Hashtags are words, phrases or taglines prefixed with #. They group similar stories and posts under the same subject umbrella e.g. #dermatology. This gives both dermatologists and patients the chance to discuss a wide range of issues within one subject area and have them feature on the same page online. The use of a hashtag essentially means that whatever your post may be, it will be visible in the places you want it to be most on social media.

What people are talking about

One of social media’s most exciting aspects is its immediacy. Interactions can explode into new content, trends and sensations within minutes. Be it Facebook, Twitter, Instagram or a blog – social media isn’t simply about posting your whereabouts or tracking daily activities; it’s a vital source of information and news developments for both patients and those working within the industry. Patients share stories, seek advice, discuss products, comfort each other and recommend new treatments or individual specialists. Clinicians don’t have to be part of a separate conversation. In fact, their inclusion is welcomed with open arms as both parties strive for a better, healthier world. Just look at one of our resident Skinsiders at WCD – Katie Beleznay, a top Canadian dermatologist who has over 1,100 followers on Twitter (see @kbeleznay). Katie regularly liaises with her followers online and ensures she keeps them updated with any new findings that may be of interest to them.

How to get started

Think of social platforms as conversation hubs. Creating a Twitter profile and an Instagram account is your opportunity to enter the dialogue. So visit either Twitter.com or Instagram.com to get started, following the on-screen instructions. However, businesses tend to use this ground to navigate users away from the platform momentarily and towards relevant content on their own websites. With this in mind, it may be worth setting up a blog page to sit on your clinic’s site if you are a dermatologist. Why not start with an article about the symptoms of psoriasis? Retweeting (re-posting other peoples content to your own followers) and sharing others’ stories via your own account can be just as effective when building followers if you are short on time. Take a look at @skintolivein on Twitter for an example of the solidarity between patients and medical professionals online and for inspiration.