Using a Deliberate Social Media Strategy to Boost National Recognition of an Infectious Diseases Division

Mayo Clinic Social Media Network 2019 Annual Conference

Dr. Kelly Cawcutt and Dr. Jasmine Marcelin will present "Using a Deliberate Social Media Strategy to Boost National Recognition" at the Mayo Clinic Social Media Network 2019 Annual Conference. To learn more from them and other expert speakers, please join us!

The Division of Infectious Diseases at the University of Nebraska Medical Center is filled with expert faculty delivering extraordinary care, performing outstanding research, and influencing clinical practice guidelines. Despite the individual expertise of our faculty members, our division was relatively unknown as a group, so one piece of the strategic plan for our division included broadening our national recognition.

We developed a social media strategy focused on increasing national/international recognition of our division’s collective expertise. The initial venture into digital media required buy-in from the institutional social media and public relations group, and over the first few months, we provided a pre-populated calendar of upcoming posts to PR for accountability.

A divisional blog and Twitter platform built our brand as a reliable resource of infectious diseases information and expertise. Both are co-directed by Drs. Marcelin and Cawcutt, and one year after the launch of the digital platforms, we hired a medical student as a part-time blog assistant. We delivered curated infectious diseases blog content, with goals of at least once-weekly posts. We used both the blog and twitter to promote our faculty accomplishments, publications, and speaking opportunities; after posting fellowship and faculty openings, we had candidates who applied based on interest generated from our social media presence.

Our division has seen increased requests for speakers from our division at national/international conferences and increased local media engagement for expert discussion. Specifically, both Drs. Marcelin and Cawcutt are Social Media Network Bronze Fellows and working on their Silver Fellow submission. We have been recognized as experts in the use of social media for career and faculty development. In our session at the MCSMN Social Media Conference, we will present our strategy, resource development, challenges and successes, and provide some implementation tips, including how to:

  1. Develop goals for departmental social media implementation
  2. Decide what strategy will be used to implement these goals
  3. Identify effective platforms and how to navigate them
  4. Develop metrics to justify social media for the department
  5. Discuss strategies for approaching the “naysayers”

We hope you will join us for our session on October 23 at 1:30 p.m. to hear more about this strategy and how to successfully apply this to your institution.


Dr. Jasmine Marcelin is an Assistant Professor of Medicine, UNMC Internal Medicine Residency Associate Program Director, Associate Medical Director of Antimicrobial Stewardship at University of Nebraska Medical Center, and Co-Director of Digital Innovation & Social Media Strategy for the Division of Infectious Diseases.  She is a requested faculty development speaker on Social Media for Healthcare Professionals and Diversity in Medicine. Dr. Marcelin is a member of the MCSMN and attended the 2018 Social Media Residency.  Follow her work on twitter @DrJRMarcelin.

Dr. Kelly Cawcutt is an Assistant Professor of Medicine, Associate Medical Director of Infection Control at University of Nebraska Medical Center, and Co-Director of Digital Innovation & Social Media Strategy for the Division of Infectious Diseases. Dr. Cawcutt is a requested faculty development speaker on Social Media for Healthcare Professionals and Professional Branding, a member of the MCSMN attending the 2019 Social Media Residency, and is found on twitter at @KellyCawcuttMD.

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One nice thing to note on their Department Twitter home page is that there pinned tweet is listing specific job openings for that department. Not a bad use of this space From a direct value perspective.

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