Social Media & Media Relations

Before seeking approval, it is crucial to identify what you hope to accomplish with the channel, who you are trying to reach, and who will be in charge of maintaining and monitoring the channel. For more information, see section 6 of the Social Media Guidelines and Best Practices.

How often to post varies on each platform, but consistency is key for a successful channel. The absolutely most ideal cadence per platform is below, but any degree of regular weekly activity is necessary to grow and maintain a healthy social media channel. Even if you are not posting every day or fall a little below the recommendations, you will need to ensure that there are no extended periods of time without a post.

• Facebook: 4-7 posts per week
• Instagram: 3-5 posts per week
• LinkedIn: 4-7 posts per week
  
• X: 1-5 posts per day (including retweets)
• TikTok: 5 to 10 per week

For more tips on how often and when to post, see section 7 of the Social Media Guidelines and Best Practices.

Yes, absolutely. A security breach can affect all the hard work you’ve put into your channels! Write passwords down on paper instead of storing on a digital drive, make sure that you are always aware of who has the passwords to your channels, never click into links emailed or texted to you that claim to be from the platform (all your notifications will be in the apps or sites themselves – emails or texts asking you to log in are usually phishing!), and use two factor authentication on your phone whenever possible.

Unfortunately negative comments happen, but if you are receiving hate speech, threats, or something else that is worrisome then it is important to immediately alert to your department chair or leader. Threats should be escalated and managed by following the Crisis Management Communications for YSM & YM Procedure.

Consider who you want to reach – is it students, staff, patients, or professional peers at other institutions? From there research the various social media platforms and consider the demographics that most commonly use each app or website. Taking the first step to align your goals with the typical user of the right platform for you is a huge help to start on the right foot. From there, take some time to scroll around and make note of any groups, hashtags, and content types that tend to attract audiences and consider incorporating those tactics into your social media plan.

Get your YM profile/photo/video done. Journalists like to see your background. Next, be available. The opportunities usually go to the fastest responders; media moves quickly. Give your ETA for a response or pass so that another doctor can be tapped. Sending media relations your cell phone number generally expedites contacting you with worthwhile opportunities.

A good way to begin in media is answering media inquiries via email and gradually try local and regional broadcast opportunities followed by national broadcast opportunities. Please note that for digital and print stories, writers prefer written, emailed replies because it’s speedier, clearer, and easier than doing a phone call when they are on a tight deadline. If you prefer a “phoner” and the reporter can’t accommodate, voice memos that the media relations team transcribes may be an option.

• Give impactful answers. Answer in complete, quotable sentences (no bullets if providing written answers) and repeat keywords from the questions as those are words the reporter wants to include in the story or segment.
• Don’t use jargon. While writers crave scientific information, deliver it in a conversational, consumer-friendly way.
• Be a great quote. Show personality—give a strong, unique quote media can’t get elsewhere. Great quotes generate more exposure and get picked up by other media.
• Be culturally respectful and sensitive in everything you say.
• Do not talk about your clinical trial work unless you have IRB approval, do not have a hold on your trial for any reason or any amendments or pending items. Talk to your chair if you are unsure if mentioning your research is okay or not, and stick to the topic media relations is asking you to speak about.
• Write down three to five talking points, and return to them if the interview goes off track.
• Never read during a TV or radio interview; remember a good interview is a conversation.

Respect journalistic principles. Sources generally can’t see the story before publication, per publication guidelines. If there’s lead time and you and the writer have built a good rapport, the reporter may call to run your parts by you verbally, especially if the content is complex and you offer to review for accuracy (not style—the publication has its own style guide). You can offer for them to run anything by you ahead of time in a friendly way. Media relations can help get a factual correction if one is ever needed. (This is a rare occurrence.)

Direct contacts are okay; however, it’s best to loop media relations in. If you are contacted directly by media, we encourage you to forward us the media ask before responding. We can check to make sure the opportunity is a good use of your time. We also ask the reporter for a backlink to your academic or clinical profile page.