DeNicola Nathaniel, Good Meadow, Newton Luke
aDepartment of Obstetrics and Gynecology, University of Pennsylvania, Philadelphia, Pennsylvania bDepartment of Obstetrics and Gynecology, University of Florida Health Jacksonville, Jacksonville, Florida cDepartment of Obstetrics and Gynecology, University of Texas Health Science Center San Antonio, San Antonio, Texas, USA.
Curr Opin Obstet Gynecol. 2014 Dec;26(6):495-502. doi: 10.1097/GCO.0000000000000123.
To chronicle a medical professional society's adoption of innovation and to describe themes pertinent to the adoption.
In September 2013, the American College of Obstetricians and Gynecologists (ACOG) published a Committee Opinion on Toxic Environmental Agents that included an infographic and social media awareness campaign. To date, it claims one of the highest total audience reaches for an ACOG Facebook post reaching nearly 18 000 viewers. Despite this powerful promise, ACOG's timely and successful social media campaign did not always appear an obvious strategy. Although social media took hold of popular culture in the early 2000s, social media's professional etiquette remained uncharted and rife, with cautionary tales through the latter half of the decade.
Through a thoughtful and dedicated process, the ACOG Fellow and Junior Fellow leadership partnered to navigate the appropriate balance of innovation and prudence that propelled ACOG into social media's golden age, and paved the pathway for more progressive institutional changes.
记录一个医学专业学会对创新的采用情况，并描述与采用相关的主题。
2013年9月，美国妇产科医师学会（ACOG）发表了一篇关于有毒环境因素的委员会意见，其中包括一张信息图和一场社交媒体宣传活动。截至目前，该活动宣称是ACOG在脸书上发布的帖子中受众总数最高的之一，触及近18000名观众。尽管有如此强大的前景，但ACOG及时且成功的社交媒体活动并非总是一个显而易见的策略。虽然社交媒体在21世纪初在流行文化中占据了一席之地，但社交媒体的专业礼仪仍未得到规范且问题众多，在这十年的后半期有不少警示故事。
通过深思熟虑和专注的过程，ACOG的会员和初级会员领导层合作，在创新与审慎之间找到了恰当的平衡，推动ACOG进入了社交媒体的黄金时代，并为更进步的机构变革铺平了道路。
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