399 duncan macrae_webinar09182012

Social Media: A Case Study Duncan MacRae, Managing Editor, Neurosurgery

Background

• Neurosurgery, the Official Journal of the Congress of Neurological Surgeons

• Print circulation ~6500

• Published by Lippincott, Williams & Wilkins (LWW)

2012 SSP Webinar • Social Media: A Case Study

Objective

• To drive traffic to Neurosurgery Online, www.neurosurgery-online.com


http://www.neurosurgery-online.com

Methods

• Existing content

• Create once

• Minimal investment


Methods: Existing Content

Authors: Ian Suk, BSc, BMC; Rafael J. Tamargo, MD, FACS Michelangelo Buonarroti (1475–1564) was a master anatomist as well as an artistic genius. He dissected cadavers numerous times and developed a profound understanding of human anatomy. From 1508 to 1512, Michelangelo painted the ceiling of the Sistine Chapel in Rome. His Sistine Chapel frescoes are considered one of the monumental achievements of Renaissance art. In the winter of 1511, Michelangelo entered the final stages of the Sistine Chapel project and painted 4 frescoes along the longitudinal apex of the vault, which completed a series of 9 central panels depicting scenes from the Book of Genesis. It is reported that Michelangelo concealed an image of the brain in the first of these last 4 panels, namely, the Creation of Adam. Here we present evidence that he concealed another neuronanatomic structure in the final panel of this series, theSeparation of Light From Darkness, specifically a ventral view of the brainstem. The Separation of Light From Darkness is an important panel in the Sistine Chapel iconography because it depicts the beginning of Creation and is located directly above the altar. We propose that Michelangelo, a deeply religious man and an accomplished anatomist, intended to enhance the meaning of this iconographically critical panel and possibly document his anatomic accomplishments by concealing this sophisticated neuroanatomic rendering within the image of God. Keywords: Cadaver dissection, Michelangelo, Neuroanatomy, Sistine Chapel

BLOG POST

Concealed Neuroanatomy in Michelangelo’s Seperation of Light From Darkness in the Sistine Chapel


Methods: Existing Content


Methods: Create Once


WordPress

YouTube

FaceBook

Reddit

Digg

Google

Twitter

LinkedIn

Methods: Investment

• $0 beyond labor

• 30 minutes a day

• 10 minutes to create each post

• 5 minutes to review and distribute


Results

• Continual growth

• Effective distribution

• Traffic to Neurosurgery Online


Results: Continual Growth


Results: Effective Distribution

• March 19, 2012

• Article: “Microsurgical Anatomy of the Carotid Cave”

• Distributed via email blast and posted on social media

• Compare number of article views generated by email versus social media in 1 week


Results: Traffic to Neurosurgery Online

• Social Media referrals increased 6.1% from 2010 to 2011

• Social Media referrals accounted for 2.2% of all 3rd party referrals

• Google (68%), LWW.com (14%), CNS.org (2.1%)


Discussion: Paradox

• Our goal is a transient social media audience

• Traffic to the Neurosurgery web site increased 4% from 2010 to 2011

• Direct referrals increased 23%


Discussion: Concerns

• Comment management

• Audience makeup

• 50% YouTube views are the result of keyword searches within YouTube

• Rowdy teens are not searching for “Chiari Malformation” videos


Discussion: Klout?


Conclusions

• Realistic goals can be achieved

• Content-driven rather than feature-driven

• Minimal investment means nothing to lose


Thank You!

399 duncan macrae_webinar09182012

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