Social networks have revolutionized the way people communicate and interact. Despite often dividing opinions, they bring people together and facilitate relationships. According to the Digital in 2018 Global Overview report. Published by digital marketing companies We Are Social and Hootsuite, 139 million Brazilians are internet users and 62% are social network users. Another relevant piece of data is that Brazilians spend around 10 hours a day surfing the web, with an average daily spend of 3 hours and 40 hours on social networks.
The numbers show the relevance of these media and their potential for good communication. CBR is present on the main social media, sharing content of interest to the radiology community. It is from these networks that followers receive information about courses, events, benefits, scientific updates, case discussions, meetings and stay on top of the College's activities.
“This presence is an evolution of the CBR in the way of communicating with its associates. Today I see social media as very relevant, mainly for disseminating news, courses and knowledge in general” says Dr. Hilton Leão, Director of Communication at the College.
On Workplace, an interaction platform that brings together around 8,000 radiologists, members share articles, specialty news, cases, and other content on a daily basis, providing interaction and knowledge exchange between radiologists from all over Brazil.
In 2018, CBR launched the Question of the Day, a CBR initiative where a question from the Specialist Title Tests from previous years is published and its respective answer the following day. The Question of the Day is also shared on Instagram, where there is intense user interaction and participation. In a year and a half, the CBR account on Instagram surpassed the mark of 7,000 followers.
“I was excited and even amazed at the growth so fast, as other societies also use this network. CBR's Instagram stands out in the number of followers and interaction, which is the most important thing. It is clear that people are responding to the publications and content of this media”, emphasizes the communication director.
The growth of social media users in the specialty is not restricted to younger people. More experienced physicians also joined the networks to share their experience and baggage acquired over time.
Beware of “Fake News”
Combating “fake news” has been a challenge not only for communication professionals, but for society as a whole. CBR is always attentive to this point, bringing correct information not only to its members, but to all Brazilians. A recent example was the dissemination in all its channels of a note of clarification about false news related to Mammography that were being spread on social media.
“Everything can be used for good and for evil. I think there's a lot of potential for misuse, creating misinformation. But the movement I see of relevant information being published outweighs that,” concludes Dr. Hilton Leon.
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