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- Presentation
Building Authority: Elevating the Specialty on Social Media
Description
Kara Gillick, Senior Manager of social media at the AAD, discusses strategies for dermatologists to build their authority on social media. She emphasizes the importance of presenting oneself as a board-certified expert, showcasing one's training and expertise, and sticking to evidence-based information. Dermatologists should actively engage with their audience, combat misinformation, and respond appropriately to negative comments and reviews. Gillick shares that the AAD's consumer positioning strategy, launched in October 2022, promotes dermatologists as the go-to experts for skin, hair, and nail care, targeting women aged 25 to 35. The academy encourages dermatologist participation in their social media efforts by featuring their work on various platforms and providing resources to enhance their online presence. Opportunities for involvement include submitting content for monthly collaborative posts, utilizing toolkits, and participating in the social media ambassador program, aimed at raising the visibility of dermatology. Overall, Gillick stresses that authenticity, professional engagement, and building a positive online reputation are key components for success in social media for dermatologists.
View moreConclusions
- Dermatologists should position themselves as experts on social media.
- Including 'board-certified dermatologist' and FAAD in bios is crucial for credibility.
- It's essential to respond professionally to negative comments and misinformation online.
- Sharing personal stories and education can enhance authenticity and trust with the audience.
- Collaborating with other dermatologists can amplify messages against misinformation.
- The AAD's strategy focuses on raising public awareness of dermatologists' expertise and care scope.
- Using evidence-based content is vital to combating misinformation in skincare trends.
- The AAD's 'Your Dermatologist Knows' campaign has achieved substantial engagement on social media.
- Encouraging positive reviews can help manage negative online feedback effectively.
- Authenticity in online interactions is key to building a loyal following.
- Emily Guo, MD, FAAD
- Jessica Hoy, DO, FAAD
- Kara Jilek, Senior Manager, Social Media
- Danielle Tokarz, Senior Specialist, Social Media
- Lauren Fassl, Senior Specialist, Social Media
- Christie Petrucci, Specialist, Social Media
- Loren Bullock, Specialist, Social Media