• With roughly

Dermatology Professional Organization Social Media Impact

Robert Dellavalle1, Blake Sampson2, Dawnielle Endly3, Cory Dunnick1, Jill Henley3, Jennifer Tamai4, Mahsa Amir1, Timothy Pearson5,

1Department of Dermatology, U. of Colorado, School of Medicine, Denver, CO, 2U. of Washington, School of Medicine, Seattle, WA, 3Midwestern U., College of Osteopathic Medicine, Glendale, AZ, 4U. of Hawaii,

School of Medicine, Honolulu, HI, 5U. of Maryland, School of Medicine, Baltimore, MD

Fig. 1 Social media sites utilized for data collection.

References:

1. http://www.statisticbrain.com/social-networking-statistics/ 2. http://press.linkedin.com/about2 3. http://www.alexa.com/siteinfo/twitter.com

4. http://www.rollingstone.com/culture/news/the-battle-for-facebook-20100915. 5. http://press.linkedin.com/about

Background Results

Methods

Conclusion

Most Active Dermatology Professional Organizations on Facebook  

Likes  

1. dermRounds Dermatology Network   11,251  2. American Academy of Dermatology   4,826  3. Associated Skin Care Professionals   2,243  4. Skin & Allergy News   1,942  5. Dermatology Nurses’ Association   1,077  6. Society of Dermatology Physician Assistants   1,066  7. American Society for Dermatologic Surgery Association   669  8. Canadian Dermatology Association   609  9. The Dermatologist   456  10. American Society of Cosmetic Dermatology and Aesthetic Surgery   182  

Most Active Dermatology Professional Organizations on LinkedIn  

Members  

1. Dermatology/Aesthetic/Plastic Surgery Sales or Marketing   4,999  2. American Academy of Dermatology   3,856  3. Associated Skin Care Profressionals   2,975  4. The Dermatologist   2,482  5. Global Aesthetic Dermatology & Cosmetology Group   1,946  6. Acne Specialists   1,794  7. Dermatologist Network   1,421  8. Dermatology Professional Connection   954  9. American Society for Dermatopathology   760  10. Dermatology Nurses’ Association   170  

Most Active Dermatology Professional Organizations on Twitter  

Followers  

1. dermRounds Dermatology Network   2,900  2. Skin & Allergy News   2,798  3. American Society for Dermatologic Surgery Association   1,744  4. American Academy of Dermatology   1,517  5. Dermatology Nurses' Association   1,471  6. The Dermatologist   1,318  7. Society of Dermatology Physician Assistants   1,016  8. American Society for Dermatologic Surgery   644  9. Association of Dermatology Administrators & Managers   308  10. Canadian Dermatology Association   255  

•  Dermatologic professional organizations are more prevalent on Facebook and LinkedIn in comparison to Twitter. This is likely a reflection of the more recent development of Twitter in 2006 in comparison to LinkedIn and Facebook in 2004 and 2003, respectively. 3,4,5

•  LinkedIn, a business-oriented networking site, had a large presence of professional organizations overall, supporting the notion that these organizations are targeting a more professional audience.

•  Despite growing numbers on LinkedIn, Facebook is still the most popular SNS for these professional organizations.

•  Three of these organizations (American Academy of Dermatology, Dermatology Nurses’ Association, The Dermatologist) were found on all three sites, which may reflect their goal to maximally reach their members and provoke collaboration amongst involved professionals.

• As of July 2012, 2.5 million websites have integrated with Facebook1, an average of 190 million tweets on Twitter take place per day1, and as of March 2012, there are approximately two new LinkedIn members per second2.

• These numbers alone are strong evidence of the ever growing importance of social networking sites on society and professionals today.

• There is a unique opportunity for dermatology related professional organizations to utilize these popular sites to connect both amongst themselves as well as to reach out to the community.

• A list of dermatology related search terms was compiled in an effort to locate all possible professional organizations related to the field of dermatology.

•  On July 17, 2012, Google, Facebook, LinkedIn and Twitter were used to search each term individually and later cross-referenced. • The list included: ‘Dermatologist’, ‘Dermatologist Group’, ‘Dermatologic Surgery’, ‘Dermatological’, ‘Dermatology’, ‘Dermatology Academy’, ‘Dermatology Association’, ‘Dermatology Network’, ‘Dermatology Organization’, and ‘Dermatology Society’, as well as combinations of these terms substituting ‘Derm’ and ‘Skin’ for ‘Dermatologist’. ‘Dermatology Facebook’, ‘Dermatology LinkedIn’, and ‘Dermatology Twitter’ were searched only on Google.

• The professional organizations related to dermatology present on each SNS were evaluated for their “popularity”. Popularity was determined by looking at each individual SNS’s metrics for measuring use. Facebook tabulates “likes” while the metrics for LinkedIn is “Members” and Twitter is “Followers”.