Mount Sinai Psych Dept. Social Media Audit by Anastasi Sharp

Mount Sinai Psychiatry Summer 2021 Social Media Internship Competitive Audit Anastasi Sharp

Executive Summary / Overview This audit first examines current research into the ongoing social media challenges that hospitals and health organizations grapple with, including the disconnects between what those at the ‘top’ perceive as their policy and how that may be getting lost at the department level and among employees. Another noteworthy disconnect is between health messages crafted by health organizations and the extent to which they are received by members of the public. Various methods and platforms exist for health institutions to channel their key publics, and certain ones like Twitter are particularly useful within the research community, and medicinespecific platforms like Sermo continue to be used among doctors, but YouTube, WhatsApp, and LinkedIn have gained traction. Blogging is also of interest. Health organizations use social media for a variety of functions that should all be touched on by a health organization to some extent including 1) increasing interactions with stakeholders 2) public health surveillance / advocacy 3) answering questions of key stakeholders and offering high-quality tailored information 4) sharing health knowledge 5) patient and professional education and networking 6) organizational promotion 7) patient communication and care 8) event promotion 9) recognizing employees/community members/peer support 10) anticipating future needs of the organization 11) recruiting/networking. These functions and their adoption by organizations depend on the organization. Success factors in social media use by health organizations include: 1) Having clearly defined goals for the account 2) being passionate about health campaigns 3) being motivated 4) being creative 5) being knowledgeable about health promotion 6) developing trust 7) being patient 8) creating interactive opportunities with the audience 9) remembering the importance of context/channel-based advertising 10) offering high-quality information 11) remembering to create and engage with communities rather than one-way conversations. Turning to Mount Sinai Psychiatry’ social media, Mount Sinai Psychiatry’s major social media communication themes include drawing links between psychiatry research and trending topics in mental health. For example, drawing links between department-level content in relation to PTSD and #PTSDmonth. Other categories of posts are featuring members of faculty when their research appears in an industry or popular publication or media and sharing events that occur within or in relation to the department. A frequently used tactic is cross-sharing a post from a site or other social media page that is either directly owned by Mount Sinai or a non-owned site that is not in direct competition with Mount Sinai, one frequently shared account is the Friedman Brain Institute. Content that appears on Facebook often appears on Twitter and vice versa. The tone of these accounts is professional and collegial and uses of links and information provided is often rich and high quality, however, the amount of content and verbiage can sometimes be overwhelming. Instagram posts are selectively done, and appear to be more public / patient facing than the posts on Facebook and Twitter, as well as more visually appealing and more approachable in tone. 2

UCSF’s social media often uses graphics and links that create unifying opportunities within the UCSF psychiatry community (for example a post about mental health resources during COVID). UCSF Psychiatry, a competitor, uses Facebook sparingly but effectively, with tasteful graphics, and to-the point captions. UCSF seems to be much more invested on Twitter, perhaps too much so, with as many as eight posts per day, some of which are not clearly contextualized, which can be confusing. There are featured and recurring types of posts like #research reading, and some of the posts, for example one about the impact of climate change on healthcare professionals have wide-reaching implications and potential to reach many. That post and others often incorporate clever taglines and is not afraid to have a bit of fun occasionally. Often, the posts turn to the community, one example is a retweet of a faculty member who was accepted as full professor, originally from Puerto Rico, highlighting the diversity of the department. UCSF’s non-research oriented posts tend to link to its own blogs, press releases, etc rather than to external websites. UCSF’s Twitter and Facebook posts strike a nice balance between internal psychiatry department news and relevance of those posts to the wider UCSF community. One example is the post about the Pritzker building. UCSF psychiatry does not have an Instagram account. The main opportunities arising from this investigation are that psychiatry departments across institutions, especially the top-ranked institutions offer more or less the same services, so some of the posts across all institutions will look very similar, for example research dissemination. Mount Sinai Psychiatry already presents its research through social media to great effect, drawing attention to faculty members and their findings, which are essential to the department, for example ketamine research and Dr. Murrough. However, Mount Sinai Psychiatry has several other unique attributes, for example the size of the department, which are worth highlighting in posts. Mount Sinai Psychiatry also ‘owns’ several assets that are ready for use in posts, which may offer great value to certain audiences at low risk to the department (for example resident testimonials). There is an opportunity now that Mount Sinai has rebranded for Mount Sinai Psychiatry to use social media to position itself as an entity that is distinct from Icahn School of Medicine and not only an extension of it (for example, having a separate YouTube channel). Mount Sinai Psychiatry has several opportunities to use previously untapped or underutilized channels. LinkedIn remains an opportunity within the medical / health community, as does YouTube, and medicine-specific social media and Mount Sinai’s intranet. Other lesser-used platforms in the health space can be used strategically including Pinterest. There are opportunities to expand Mount Sinai Psychiatry’s blogging presence, incorporating press releases, multimedia, podcasting, etc, which competitors also have done. The success of Mount Sinai Psychiatry’s Instagram account warrants further exploration of that channel. The department has opportunities to take advantage of previously unexplored audiences. The majority of Mount Sinai Psychiatry’s audience is members of its own community, including doctors, researchers, faculty, etc. As opposed to only sharing content from those pages, perhaps there are opportunities to engage with and partner with those internal publics via 3

social media campaigns and initiatives. Another audience to consider is the general public, perhaps an occasional public-facing post could drive some engagement. Another element worth exploring is content that targets the wider psychiatry community and positions Mount Sinai Psychiatry as a thought leader within the psychiatry community (bearing in mind that a significant portion of Mount Sinai’s audience is non-Mount Sinai researchers / doctors, etc in psychiatry). The department can use this moment to utilize previously unexplored strategies. Some examples include employing themed posts under common hashtags, such as advocacy-themed posts, perhaps teaming up with advocacy groups in mental health. Other opportunities may include public-facing posts or engaging directly with the general public’s comments under Mount Sinai Psychiatry’s posts, answering questions that community members pose on the department’s social media accounts, and creating interactive engagement opportunities through events such as an interactive Q&A with prospective residents. Another potential opportunity is leveraging Mount Sinai Psychiatry’s social media for outreach in regards to direct recruiting, hiring of staff, etc. One more use is the use of social media to educate different key publics in regards to mental health and the offerings of the department and/or Icahn. One other idea is for Mount Sinai Psychiatry to use its assets and expertise in order to create content in order to cultivate thought leadership in the wider psychiatry community and leverage its large audience of researchers within and outside Mount Sinai. In terms of tone and voice, there are opportunities for Mount Sinai Psychiatry’s posts to be occasionally more playful, warmer and more emotionally-driven than they typically are, which can be achieved through graphics, copy, links, and choice of subject matter and story. Such balance is struck successfully in Mount Sinai Psychiatry’s Instagram page, which could be applied to Mount Sinai Psychiatry’s other accounts (being careful to honor the unique context of each channel). Context and Research into Social Media in Health Organizations One study on healthcare workers shows that that there is some awareness of social media policy among healthcare workers in medical settings (healthcare workers are generally on social media and physicians and some nurses are aware of their respective hospitals’ social media policy). Furthermore, 95% of the top-ranked hospitals and health institutions are on social media (Taken-Smith, 2017). However, a large proportion of healthcare workers said they were unaware of their workplace’s social media policy which possibly lead to a breach of information, so more effort could be leveraged internally at hospitals in order to encourage more awareness of staff members about their company’s social media policy including at Mount Sinai (Taken-Smith, 2017). There are adoption issues of social media use worldwide as the implications of social media use (ethical, data-related, etc) are at the forefront (Adams, 2016). The users/audiences of social media and the platforms they use in the context of healthcare are interesting to examine and the differences between them. Patients primarily use Twitter 4

(59.9%) for increasing knowledge and exchanging advice and Facebook (52.3%) for social support and exchanging advice. The majority of health professionals (doctors, medical students, residents, researchers, etc) primarily use LinkedIn (70%) and Twitter (51.2%) for communication with colleagues and marketing reasons. (Antheunis, Tates, & Nieboer, 2013) (Aboelmaged, Thomas, & Elsheikh, 2017). Other platforms gaining traction include Medscape Physician Connect, Sermo, WhatsApp, YouTube, blogging, and podcasting. (Farsi, 2021)(Barreto & Whitehair, 2017). Twitter in particular is noteworthy for its effectiveness in engaging audiences in health-related conversations, and YouTube is noteworthy in the rate at which audiences rate videos posted by health organizations are considered useful (Aboelmaged, Thomas, & Elsheikh, 2017). Another interesting insight is that the general public is not aware of certain messages health organizations put out so there is an opportunity for health organizations to pivot their messages slightly to incorporate the voice and address the concerns of the general public (De Las Heras-Pedrosa, 2020)(Surani, et al., 2017). The functions of social media in the world of healthcare are known to vary. A systematic review of social media research in health institutions (examining 98 studies) indicates that an important function of social media use in health organizations is increasing interactions with their stakeholders, answering questions of the social media audience, offering more available, shared, and tailored information, increased accessibility, sharing knowledge and widening access to health information, peer / social / emotional support, public health surveillance, potential to influence health policy, and gaining information about current services and future needs (Moorehead, et al., 2013) (Taken-Smith, 2017). Professional networking for employees, professional education, organizational promotion, patient care, patient education, public health programs)(Ventola, 2014). Other functions include reporting on events that occur within the health organization, and recognizing employees and their accomplishments. (Kordzadeh & Young, 2015). Less evidence is known for health organizations utilizing social media to recruit employees and volunteers (Kordzadeh & Young, 2015). There is also some variation in social media use depending on the type of hospital, for example higher use of social media has been noted in large, teaching hospitals and variation exists depending on the health organization’s characteristics for example, the size of the hospital and the extent to which it is invested in building a social media team and apparatus (Griffis, Kilaru, Werner, Asch, & Hershey, 2014) Social media in healthcare has several distinct functions and best practices vary by the function of each social media page. Research is a key function. Health research-related social media accounts that were successful have been studied and success factors identified were: 1) defining clear goals for the account 2) being passionate about health promotion campaigns 3) being motivated and creative 4) being knowledgeable about the health promotion area 5) developing trust, and 6) being patient (Aboelmaged, Thomas, & Elsheikh, 2017). Admittedly, there are gaps in this research, as the ways in which health researchers use social media vary considerably (Dol, et al., 2019). It is important for health researchers to remember the limitations of social media use, as sentiment around social media use in the research community is sometimes overly celebratory and can overlook its limitations (Eysenbach, 2019). Marketing is another key function. Marketing-related health social media accounts were studied and conclusions drawn include 1) the importance of interactivity in social media coming 5

from health-related marketing messages 2) the importance of context-based advertising on social media rather than simply taking posts from broadcast and traditional media and transporting them to a social platform 3) the importance of offering high quality information and 4) the importance of creating communities and conversations rather than one-way communications (Aboelmaged, Thomas, & Elsheikh, 2017). Attention needs to be paid to the misuses of social media by health organizations. In particular, risks of distributing poor-quality information, damage to the professional image of health organizations, breaches of patient privacy or of other stakeholders, violation of personalprofessional boundaries, and licensing / legal issues (Ventola, 2014). Functions and success of social media in the health world also vary by the discipline in which the social media is being used. In behavioral / mental health, the web of social contacts with which a person are particularly pronounced, therefore social media is particularly important for institutions tailored to mental / behavioral health. Pinterest is highlighted in particular in relation to women’s mental health, as 80% of Pinterest users are women (Taken-Smith, 2017).

Audience Please note: in some cases it was not easy to determine which followers are researchers as opposed to members of the general public, in which case some undetermined people were placed in the ‘other’ or ‘patients/public’ category. Please also note that not all students/researchers, etc are Mount Sinai employees, in some cases they come from other institutions. Additional segmentation of the audience may be a useful future activity. Twitter (random sample of 300) Patients / public Students/researchers/scientists/doctors/professors Competitors Mount Sinai accounts Friends (accounts relevant to wider psychiatry community, ex schizophrenia international research society, psychiatry journals, etc) Other

33 169 7 46 19 26

Major Communication Themes and Tactics Facebook and Twitter An overview of Mount Sinai Psychiatry’s Twitter and Facebook pages over one month (May 20 th, 2021 to June 20th, 2021), revealed common themes, ideas and tactics. 6

All of Mount Sinai Psychiatry’s pages incorporate emojis that delineate the department’s commitment to “treatment, research, and education.” Major communication themes of Mount Sinai psychiatry relate posts to larger themes in mental health, for example PTSD posts linking back to PTSD awareness month, which link to audiences, popular audience-focused articles, like how do you know someone you know has PTSD linking back to trending hashtags in the mental health world #ptsdmonth, for example PTSD awareness month or pride month and LGBT mental health issues. Another category of post is featuring members of faculty when their research appears in an industry or popular publication. These are more oriented toward the research community about the American Psychiatric Association publishing American Journal of Psychotherapy, which featured Fran Weiss about benefits and limitations of process-oriented psychodynamically limited group psychotherapy. Facebook posts often feature quotes, going into detail where they link to the actual publications, for example, the American Journal of Psychotherapy. Article about Yasmine Hurd who was featured in the PBS show “The World Within.” Another post in the publicizing research category features Lauren Nagy being peer nominated as the resident / fellow of the month aware. Icahn School of Medicine is often linked to in the posts. There is a post about the featuring Mohamed A Parvaz and Rita Z Goldstein about attention bias modification in drug addiction publicizing research and linking to the Friedman Brain Institute both tagging them and sharing a post from them. This is all from observations about Facebook page. ‘Sister’ accounts at Mount Sinai like the Friedman Brain Institute tend to cross-share a post from a site or other social media page that is either directly owned by Mount Sinai or a nonowned site that is not in direct competition with Mount Sinai, so the special post about Dr. Fran Weiss was also shared by the Friedman Brain Institute. Another example is a post about World Eating Disorders day featured a link to STRIPE, which is a strategic training initiative for the prevention of eating disorders, not in direct competition with Mount Sinai Psychiatry, but still related. Mount Sinai Psychiatry frequently shares posts from the Friedman Brain Institute. Another example is the post about Madeline Melnikov, PTSD and the just world hypothesis. Another example of this is an op-ed from Tom Hildebrand of the Center for Excellence in Eating and Weight Disorders. Another category promotes events in or in relation to the department of psychiatry, for example one post features the May symposium on stress, resilience and digital health research during COVID, with links to YouTube of the symposium and links to the individual speakers in the symposium and the YouTube link to the symposium. Another type of post takes the opposite approach, beginning from the research and conversations that are going on in the wider psychiatric community and drilling down into the 7

department level to explore how Mount Sinai Psychiatry delivers on that. One example is eating disorders, its stigmas, and how Mount Sinai Center for Excellence in Eating and Weight Disorders has in-person and telehealth capabilities. Another example is a post about a virtual event that Mount Sinai is promoting about empowering the LGBTQA+ community with a panel of experts about LGBTQA+ experts on mental health. There are other posts about faculty awards or accolades or some kind of recognition in the research community or the popular media. Such a post about Lauren Nagy who were nominated for residents of the month in June for Icahn School of Medicine at Mount Sinai. Another example is a post about Mary Sano, whose work on Alzheimer’s drugs were published in CBS New York. On Twitter, posts are focused on some of the same themes. Theme of connecting research at Mount Sinai to trending topics in mental health. One post is about PTSD turning into a potentially life-threatening event. On the theme of event sharing there is a share from the Center for Psychedelic Psychotherapy and Trauma. One example is a share from the Mindset lecture by Adam Gazeli, an alumnus of Icahn. Another share from the Friedman Brain Institute contributes to the theme of sharing things from other accounts. An event that has been shared is about two truths and one lie, a fun event offered through the Columbia – Mount Sinai Zuckerman institute and Mount Sinai Friedman Brain Institute Symposium (see Appendix). There is a retweet about the Siever Autism Center from Claudia Banie about an event she is doing on the dysregulation of the social brain. Back to theme of publicizing research that has happened that faculty members have engaged in. there is a link to the American Journal of Psychotherapy on Frances Weiss’s special issue on group psychotherapy, similar to the post on Facebook, so there are posts that have been posted to both social accounts. There is another reshare, another cross post about Madeline Melnikoff about PTSD and the Just World Belief. There is a repost about eating disorders as a public health concern and all that Mount Sinai Psychiatry does. Mount Sinai psychiatry on Twitter talks about the resident of the month, then there is a post about Pride Month which is similar to the one on Facebook. Morris Moreshita professor of psychiatry at Icahn tagging the Walrus, which is a Canadian conversation independent journalism organization about the isolation children have experienced during COVID-19 so some of the posts are Twitter-specific. There is a share from the center for computational psychiatry at Mount Sinai which does not exist on Facebook the way it does on Twitter. LGBT themed posts and symposium-related posts are more or less identical. An event here a retweet from shared through retweet from Friedman Brain Institute from Fernando Del Castro developmental neurobiology and mental health expert in Madrid who spoke at diverse brains lecture series resharing a faculty profile. There are retweets from American Psychiatric Association about PTSD awareness month. Another share from NIMH a livestream they have done. There is a retweet from the center of computational psychiatry from Dr. Vincenzo Fiore who is a professor at Mount Sinai Friedman Brain Institute resharing a faculty profile of him then there is a post about Dr. Joseph Goldberg a clinical professor of Psychiatry at Icahn who co-authored a systematic review of complex combination pharmacotherapy regimes in bipolar patients, which links to the Journal of Clinical Psychiatry and Icahn, has been posted to Facebook and Twitter. 8

The tone of the Twitter and Facebook posts is professional and the amount of content and information is rich, and links are often highly appropriate and richly sourced, however the effect can sometimes be overwhelming, especially when the text is long in length. Instagram posts are selectively done, and appear to be more public / patient facing than the posts on Facebook and Twitter, as well as more visually appealing and more approachable in tone. During the period of May 15th to June 15th, 2021, one post was made about Mental Health Awareness Month dedicated to Mount Sinai Psychiatry’s clinicians and their work in supporting Mount Sinai’s frontline workers. Content on Mount Sinai Psychiatry’s Instagram account generally is photographic, sometimes spotlighting the work of a resident and or faculty member and occasionally the journey of a patient, often in the context of promoting events the department is involved with (for example Dr. James Murrough’s “Ketamine: From Club to Clinic” event) or media outlets that have given attention to research at Mount Sinai Psychiatry (one example is CBS This Morning’s spotlight on three clinical club nurse managers) (see Appendix). Content is photographic incorporating tasteful and well-branded graphics and photographs are high quality and well-chosen. Sometimes large periods of time go by between posts (one gap is from October 2020 to March of 2021). One recent striking example of a post on Instagram is a video post from the Nash Family Center about the Nash Family Center for Advanced Circuit Therapeutics’ “Q-Lab,” and all the research implications of this interdisciplinary technologically-enabled project, nicely iterated across Moutn Sinai Psychiatry’s social media with relevant hashtags to other Mount Sinai Pages like Mount Sinai Friedman Brain Institute, incorporating relevant and trending hashtags like #ai. Competition: UCSF Psychiatry UCSF Psychiatry Facebook page has 568 likes, 645 followers, and 94 check-ins (observations based on a survey of posts from May 20th, 2021 to June 20th, 2021) Facebook and Twitter Posts on Facebook by UCSF Psychiatry are infrequent but meaningful. Posts like a post about the psychiatry residency program commencement ceremony make a connection to residents, creating opportunities for engagement with that part of its community. A post on June 23rd links to a page describing an initiative to draw attention to available mental health resources for faculty, staff, and students at UCSF and beyond, thereby creating links within the UCSF community (see Appendix). Another post on July 16th (posts by UCSF are infrequent compared to Mount Sinai Psychiatry) are infrequent yet impactful and draw on what appear to be the department’s strengths) highlights diversity news in a nicely-designed newsletter. Another post highlights the department’s training program and how it has been noted as one of the top psychiatry residency programs in the nation in Doximity’s 2021-2022 Residency Navigator, using a well-known tool within the medical research community (Doximity) to ‘do the talking’ for UCSF psychiatry rather than through excessive text. In general posts on UCSF’s social media use 9

spare wording and words and links are carefully chosen, although sometimes the focus on the department and its stakeholders as a whole may appear too general. UCSF Psychiatry’s Twitter presence appears more significant than on other channels (it does not have an Instagram account) has 3,340 followers. Posts are very frequent, often there are at least two posts per day, and sometimes (as on May 20th, there are as many as seven or eight posts). Posts include events like a post about implications of heatwaves and climate change on mental well-being of healthcare providers, including clever taglines like “sizzling hot.” UCSF includes themed posts like #research reading, in which the account shares current research in psychiatry ranging from suicide prevention, opioids, cognitive decline, etc. However, these posts do not make it clear whether the research that is shared from the page comes from UCSF Psychiatry or not. The lack of context in these posts is somewhat confusing. Sometimes, the page retweets something written by the UCSF psychiatry community, one example is a Tweet from Lisa Fortuna, who was promoted to full professor at UCSF. Fortuna notes that she received word of her promotion from Puerto Rico, her place of birth, which underscores the diversity among the faculty. Other posts take the time to highlight individual residents and students. A series of welldesigned posts names the graduates of UCSF’s Clinical Psychology Training Program, the Public Psychiatry Fellowship Program, the Postdoctoral Fellowship, etc. Posts often create a nice blend between localized content targeted at the UCSF Psychiatry community, often while taking a broad view and showing its relevance to overall trends in mental health, addressing the ‘so what’ factor. One example is a post about the newly built Nancy Friend Pritzker Psychiatry building. The post explains how the building will offer physical health services for patients “at a time where the nation is confronting unprecendented challenges and ongoing stigma” regarding mental health. Attachments include a high quality photograph, presumably of Nancy Pritzker, a description of her by John Pritzker, and a link to a press release about the new building. UCSF Psychiatry does not have an Instagram account.

Insights and Opportunities

Significant groups of health communication professionals are not aware of their company’s social media policy.

Mount Sinai as a whole may want to invest in comprehensive internal campaigns that inform all stakeholders (particularly marketing and social media employees) of its social media policies, and these efforts could play out throughout the system with input at the department level including psychiatry.

Health-related social media communication plays out in a wide variety of channels, ranging from Twitter and Facebook to podcasting, WhatsApp, etc.

Mount Sinai psychiatry could consider expanding its presence to channels that are most relevant to its key publics: students, scientists/medical researchers, doctors, professors. Channels worth exploring may include Pinterest, Linkedin, Medscape Physician connect, Sermo, WhatsApp, YouTube, blogging, and podcasting. Mount Sinai Psychiatry already is involved in blogging, and utilizes sharing from related pages to great effect but Mount Sinai Psychaitry could take advantage of its ‘owned’ content, for example blog posts, by sharing it in order to cultivate thought leadership among the wider psychiatry community. Other examples of owned content includes testimonials of residents about their experiences in the program.

The general public is part of Mount Sinai Psychiatry’s key publics.

Occasionally offer something for the general patient public.

Some of the functions of social media noted in the research as useful to health professionals are well-represented in Mount Sinai Psychiatry’s posts. Event/research promotion, peer support, faculty/student/researcher spotlights, tie-ins with trending topics in the world of psychiatry, are all well-represented, and consistently well-addressed.

Mount Sinai Psychiatry could take advantage of more opportunities to cast itself as ‘an open ear’ to listen to the patient public and answer questions, spend more time on social media playing an advocacy role for mental health, invest more resources for its internal publics, which are among its mostrepresented audiences among its followers, creating conversations with potential recruits, residents, and also checking in with doctors, researchers, etc.

However, other functions are not as wellrepresented in the posts. Posts related to public health advocacy, *occasional* patientfacing content (for example answering patient questions, patient care, patient education), recruiting/hiring purposes,

promotional networking. Competitors like UCSF incorporate advocacy-related content into their posts. The largest contingent within Mount Sinai Psychiatry’s audiences is internal publics.

Creating opportunities to engage directly with an organization’s online community is noted as a key function of social media that health organizations should engage in.

Mount Sinai Psychiatry could pursue opportunities to engage more frequently. For example, conducting an interactive Q&A with prospective psychiatry residents. Mount Sinai Psychiatry uses a collegial tone and professional content, but should not be afraid of a playful, human touch every now and then (ex the Truth or Dare post), remember: the post about the patient to resident journey, while not researchoriented, has some of the most likes of any post from any Mount Sinai Psychiatry account.

Organizational branding is noted in the research as an opportunity in health organization communication.

Mount Sinai’s rebrand constitutes an opportunity to use social media at the department level in order to iterate on the parent brand, and perhaps build a brand around Mount Sinai Psychiatry as its own entity rather than exclusively in the context of Icahn School of Medicine.

Developing trust in the audience is noted as key functions of health-related social media research.

Remember that trust must be built among Mount Sinai’s publics, particularly new recruits, and posts should bear that in mind.

Mount Sinai Psychiatry has several unique selling points that are not frequently highlighted in its own social media posts (#2 in America in terms of size of psychiatry department, #2 largest department in Mount Sinai Health system, psychiatrist is CEO and president of Mount Sinai Health system, etc)

Highlight Mount Sinai Psychiatry’s unique attributes wherever possible and permissible by the department. “Treatment, research, and education” are fine, but the most unique attributes should be given attention.

Competitors like UCSF utilize copy, links and photography to great effect, and Mount Sinai Psychiatry’s Instagram page is also visually effective, and somewhat more friendly in tone and content than that Facebook and Twitter pages.

Transfer some of the visual savvy and personality of the Instagram page to the other pages, without losing the effectiveness of the high-quality information available on Mount Sinai Psychiatry’s page, which is sometimes absent from UCSF’s pages, always remembering that a post will vary across social media depending on the context created by each platform.

Competitors such as UCSF employ themed posts such as #research reading.

Perhaps Mount Sinai Psychiatry should consider themed posts under common hashtags in order to organize the content both for those posting and for the audience.

References Aboelmaged, M. G., Thomas, S. S., & Elsheikh, S. (2017). Trends of Social Media Applications in Healthcare: A Managerial Perspective. In N. Wickramasinghe, Handbook of research on healthcare administration and management. Hershey, Pennsylvania: IGI Global. Adams, S. A. (2016). Chapter 3 - Use of Social Media by Hospitals and Health Authorities. In Participatory Health Through Social Media (pp. 27-41). Amsterdam: Sciences Direct. Antheunis, M. L., Tates, K., & Nieboer, T. (2013, September). Patients' and health professionals' use of social media in health care: motives, barriers and expectations. Patient Education and Counseling, 92(3), 426-431. Barreto, J. E., & Whitehair, J. (2017). Social Media and Web Presence for Patients and Professionals: Evolving Trends and Implications for Practice . PM&R , 98-105. De Las Heras-Pedrosa, C. (2020). Analysis and study of hospital communication via social media from the patient perspective. Cogent Social Sciences, 6(1). Dol, J., Tutelman, P. R., Chambers, C. T., Barwick, M., Drake, E. K., Parker, J. A., . . . Witteman, H. O. (2019). Health Researchers’ Use of Social Media: Scoping Review. Journal of Medical Internet Research. Eysenbach, G. (2019). Health Researchers’ Use of Social Media: Scoping Review. Health Researchers’ Use of Social Media: Scoping Review, 21(11). Farsi, D. (2021). Social Media and Health Care, Part I: Literature Review of Social Media Use by Health Care Providers. Journal of Medical Internet Research, 23(4).

Griffis, H. M., Kilaru, A. S., Werner, R. M., Asch, D. A., & Hershey, J. C. (2014). Use of Social Media Across US Hospitals: Descriptive Analysis of Adoption and Utilization. Journal of Medical Internet Research, 264. Kordzadeh, N., & Young, D. K. (2015). Understanding How Hospitals Use Social Media: An Exploratory Study of Facebook Posts. Conference: Americas Conference on Information Systems. Atlanta: Association for Information Systems. Moorehead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013, April 23). A new dimension of health care: systematic review of the uses, benefits, and limitations of social media for health communication. Journal of Medical Internet Research, 15(4). Surani, Z., Hirani, R., Elias, A., Quisenberry, L., Varon, J., Surani, S., & Surani, S. (2017, November 27). Social media usage among health care providers. BMC Research Notes, 10. Taken-Smith, K. (2017). Hospital Marketing and Communications Via Social Media . Services Marketing Quarterly. Ventola, C. L. (2014). Social Media and Health Care Professionals: Benefits, Risks, and Best Practices. Pharmacy and Therapeutics, 491-499.

Appendix: Screenshots of Social media content

Figure 1: Example of strong post from UCSF Psychiatry that bridges relevance to UCSF and to the wider psychiatric community through strong content, copy and use of photography and links.

Figure 2: one of the frequent spotlights UCSF uses to highlight members of its community.

Figure 3: UCSF Psychiatry’s #research reading feature.

Figure 4: A more 'human' post from Mount Sinai Psychiatry’s Instagram account, with wide appeal (note the number of likes) highlighting a patient/ resident journey.

Figure 5: A strong post from Mount Sinai Psychiatry's Instagram account both unifying, engaging in terms of the event the community is being invited to, and the clearly written caption, and strong graphic.

Figure 6: An example of a strong post from Mount Sinai Psychiatry's Instagram account about James Murrough, MD, which capitalizes on Mount Sinai's strengths (ketamine research, which Dr. Murrough is known for), and the strongly-written caption and graphic.

Figure 7: A Possible new direction for Mount Sinai Psychiatry social media, incorporating video and possibly other interactive content in posts?