1. References Results #thenumbers Conclusions #summingitup 1.Scott KR, et al. Integration of social media in emergency medicine residency curriculum. Ann Emerg Med. Oct 2014; 64 (4): 396-404. 2.Pearson D, et al. Recommendations from the Council of Residency Directors (CORD) Social Media Committee on the Role of Social Media in Residency Education and Strategies on Implementation. West J Emerg Med. July 2015; 16 (4): 510-515. 3.Thoma B, et al. Five Strategies to Effectively Use Online Resources in Emergency Medicine. Ann Emerg Med.Oct 2014; 64 (4): 392-395. 4.McHugh SM, et al. Use of social media resources by applicants during the residency selection process. JEPM. Vol XVI, Issue V. Jan-June 2014. 5.Mahler SA, et al. Importance of residency program web sites to emergency medicine applicants. J Emerg Med. Jan 2009; 36 (1): 83-88. Objective #squadgoals Introduction #whywetweet ●The use of social media in emergency medicine (EM) resident medical education has been transformative 1. ●Twitter, Facebook, and other social media have enhanced graduate medical education through real-time information sharing and expert-created resources 1,2, 3. ●Little is known regarding the role of social media in residency recruitment 4. Residency directors largely rely on interviews, interview day events, and program websites to attract residency candidates 5. The goal of this innovation was to describe how social media can be used to highlight unique aspects of a training program in order to attract residency candidates best suited for a programs’ resources. The #whatiloveaboutPennEM Campaign October 2016 From October through January we published Tweets and Facebook posts on the Penn Emergency Medicine residency accounts. Tweets were posted daily during October, then weekly during subsequent months. Tweets were reposted to the Facebook account. Residency candidates were emailed about the Twitter and Facebook accounts prior to their interview day. November 2016 December 2016 January 2016 Click on the icon to learn what we discussed on… ●Social media provides a means to connect with applicants throughout the interview season ●By using Twitter, Facebook, or other social media, residency programs can highlight unique aspects of their curriculum, residents, faculty, and graduates and make that information widely available to residency applicants. ●The primary limitation was lack of widespread use of social media platforms by residency applicants. ●Future studies will seek to evaluate the influence of programs’ use of social media on residency applicants’ decision-making during interview season. Click the image to learn more #WhatiloveaboutPennEM: A Unique Social Media Based Residency Marketing Strategy Jennifer S. Love 1, Mira Mamtani 1, Lauren W. Conlon 1, Raina M. Merchant 1,2, Francis J. DeRoos 1, Kevin R. Scott 1,2 1 Department of Emergency Medicine, Perelman School of Medicine, University of Pennsylvania, 2 Penn Social Media & Health Innovation Lab

2. The #whatiloveaboutPennEM Campaign TRAUMA training w our amazing trauma surgery team at the new PPMC trauma center! @PennTrauma #whatiloveaboutPennEM @PennTrauma #whatiloveaboutPennEM Sepsis!! And the teaching of critical care & resus. @JohnGreenwoodMD @BenjaminAbella #PennCCP #whatiloveaboutPennEM https://www.med.upenn.edu/resuscitati on/index.shtml … @JohnGreenwoodMD @BenjaminAbella #PennCCP #whatiloveaboutPennEM https://www.med.upenn.edu/resuscitati on/index.shtml … FEATURES OF THE RESIDENCY PROGRAM Q&A to ALUMNI RESIDENCY LIFE PICTURES & MORE! @NickJohnsonMD@NickJohnsonMD What did you love about your training at #PennEM? #whatiloveaboutPennEM #PennEM #whatiloveaboutPennEM @UPennEM@UPennEM Sick and diverse pt population; trauma & crit care; time and support to explore interests; great faculty, nurses, and co-residents. Residents = Family #whatiloveaboutPennEM #whatiloveaboutPennEM Our kind, patient, funny, supportive, attentive, and overall amazing ER and TRAUMA NURSES #whatiloveaboutPennEM #whatiloveaboutPennEM #WhatiloveaboutPennEM: A Unique Social Media Based Residency Marketing Strategy Jennifer S. Love 1, Mira Mamtani 1, Lauren W. Conlon 1, Raina M. Merchant 1,2, Francis J. DeRoos 1, Kevin R. Scott 1,2 1 Department of Emergency Medicine, Perelman School of Medicine, University of Pennsylvania, 2 Penn Social Media & Health Innovation Lab

3. The #whatiloveaboutPennEM Campaign RESIDENCY EDUCATION RESIDENTS AS EDUCATORS UNIQUE RESIDENT ROTATIONS RESIDENCY LIFE The ultimate ultimate team! #lactateclearance #whatiloveaboutpennem #lactateclearance #whatiloveaboutpennem ED Fun Day ‪#‎pennem‬ ‪ #‎winningteam‬ ‪#‎whatiloveab outPennEM‬‪#‎pennem‬‪ #‎winningteam‬‪#‎whatiloveab outPennEM‬ Innovation in US: teaching EMBU to @PennMedicine med students improves our skills @Wil_MaChan ‪‪ #‎whatiloveabout PennEM‬ Volunteering at city-wide events with Dr. Mechem including Philly Marathon and Popedelphia! ‪#‎whatiloveaboutPennEM‬ Another great hands on workshop @bedsidesono w the @UPennEM crew #US guided nerve blocks @PennMedicine @Novaleda #whatiloveaboutPennEM#US #WhatiloveaboutPennEM: A Unique Social Media Based Residency Marketing Strategy 1 Department of Emergency Medicine, Perelman School of Medicine, University of Pennsylvania, 2 Penn Social Media & Health Innovation Lab Jennifer S. Love 1, Mira Mamtani 1, Lauren W. Conlon 1, Raina M. Merchant 1,2, Francis J. DeRoos 1, Kevin R. Scott 1,2

4. Results #thenumbers 29,012 total impressions 1,625 total engagements 640 detail expands 450 media engagements 164 profile clicks 137 favorites 129 link clicks 94 retweets 39 hashtag clicks impressions: number of times people saw this tweet on Twitter engagements: number of times people interacted with this tweet detail expands: number of times people viewed details about this tweet media engagements: number of clicks on your media counted across videos, vines, gifs, and images profile clicks: number of clicks on your name, @handle, or profile photo favorites: number of times another Twitter user clicked favorite button on this tweet link clicks: clicks on URL or Card in this tweet retweets: times people retweeted this tweet hashtag clicks: clicks on the hashtag(s) in this tweet #WhatiloveaboutPennEM: A Unique Social Media Based Residency Marketing Strategy Jennifer S. Love 1, Mira Mamtani 1, Lauren W. Conlon 1, Raina M. Merchant 1,2, Francis J. DeRoos 1, Kevin R. Scott 1,2 1 Department of Emergency Medicine, Perelman School of Medicine, University of Pennsylvania, 2 Penn Social Media & Health Innovation Lab