Using social media in oncology for education and patient engagement.

Social media (SM) encompass a number of online and mobile resources that provide a forum for the generation, sharing, and discussion of individuals’ ideas and content.[1] Kaplan and Haenlein describe six types of SM: collaborative projects (eg, Wikipedia), blogs and microblogs (eg, Twitter), content communities (eg, YouTube), social networking sites (eg, Facebook, Google+), virtual game worlds (eg, World of Warcraft), and virtual social worlds (eg, Second Life).[2] Although the SM “space” can be construed as highly complicated,[3] it can also be conceived of more simply (Figure). Just as email, websites, and the Internet were once seen as novelties, SM—especially Twitter—have been seen by physicians as a digression, or something only celebrities or teenagers engage in. People are learning that there is power and utility in SM—just as they learned with email—and that Facebook and Twitter have a large impact on millions of people in our society. The most popular SM platforms include Facebook, Twitter, blogs, and YouTube. However the newer, visually based Pinterest SM site is driving more online sales than any other network, and "brands are growing faster than on Twitter," according to SocialMouths.com.[4]