A Few Words on a Few Words in the State of the Union

Posted by: Brian Reid in Healthcare Insights on January 25, 2012

Each year, the State of the Union provides a unique snapshot into a president’s thinking, and each one of the thousands of words that comprise the address are scrutinized for what it says about politics and priorities. This year, the health wonk community came to a quick conclusion: President Obama isn’t putting health care front and center.

In total, he spent 44 words discussing perhaps the most far-reaching legislation passed during his tenure, health care reform. The initial reaction was that the president was backing away from his signature achievement. But examining one number from one speech doesn’t tell the whole story. Here are a few more numbers that put the 44th president’s 44 words into context:

  • 7: The number of words dedicated to health care in the Republican response, delivered by Mitch Daniels. If Obama was avoiding the topic out of fear of political fallout, the Republicans didn’t call him on it.
  • 15: The number of words George Bush used to discuss health information technology in his 2004 State of the Union address. That was enough to launch a multi-billion dollar federal effort, complete with its own “czar.”
  • 48. The sum total of Lyndon Johnson’s references to Medicare in his 1967 State of the Union speech, two years after the Social Security Act of 1965 created Medicare. The brevity certainly didn’t dampen the impact of the law.
  • 270. The amount of Richard Nixon’s 1974 State of the Union address dedicated to his plan for comprehensive health care coverage. That bests Obama’s total for the last two years, combined. And we all know how much traction Nixoncare generated.
  • 34,053: The word count from the administration’s brief to the Supreme Court on the legal challenge to the Patient Protection and Affordable Care Act. With three days of oral arguments before the Court in March and a decision around mid-year, there will be plenty said about health reform, even if it was absent from this year’s speech.

It’s clear that there is no obvious distinction between time spent on a topic and the attention it gets from policymakers, which explains why we don’t have hydrogen cars (116 words in 2003). Millions of words will be spilled on the topic of health reform as the legal argument (and decision) come and go this year. And millions more will be spilled during an election season in which all of the leading candidates have put stakes in the ground about health reform.

That’s not to say that paltry attention to health care in the State of the Union doesn’t matter. But — like so much else in life — the really important stuff can often go unsaid.

By: Brian Reid

Brian Reid is a director at WCG in the product group, where he specializes in media. He is a former journalist who believes content really is king.

Find me on: Twitter
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Five Tips for a Successful Twitter Chat

Posted by: Lauren Warthan in Analytics, Austin Social Media, Social Media Insights & Trends on January 25, 2012

 For those of you that work in social media, you’ll appreciate the recent “54 Warning Signs That You Work in Social Media” list that Jason Keath of Social Fresh put together. I know I did, especially #47 that says “Your significant other asks, “Are you still working, or just tweeting?”

I thought of this list recently as I was trying to describe the concept of a Twitter chat to a family member who witnessed my participation in a series of them in December. Each Thursday night, I was glued to my computer tweeting about cookies and holiday baking, on behalf of a client, to a community on Twitter. While my family members thought the idea of the chat was funny, they hopefully realized that Twitter chats represent an opportunity for brands to use a social network to engage with other people who are passionate about a certain topic area – ultimately giving a brand the opportunity to build relationships and awareness online with their followers, and even better, with potential new fans and customers, in a direct, casual manner.

Typically, chats are structured to provide clear direction and guidance around a certain topic of discussion but are flexible enough to allow one-off related conversations to grow between participants. Chats usually follow a question and answer format with either the brand or partner organization tweeting a question every few minutes while participants respond with their answers.

As your team prepares for or considers if chats are right for the brand, consider the following items:

#1 Get Familiar

Want to consider a chat for a brand but don’t personally know much about them? Jump in. The best way to learn is to join one. Like most things in social media, you can’t effectively bring a brand into the discussion if you aren’t there as an individual first – understanding the mechanics of the platform, learning the lingo and knowing when to weigh in and when to observe.  Find a chat that you are personally interested in and join it  – tweet a little, RT others, use the hashtag, or just sit back and watch – but really get the whole experience before you put forth a recommendation for your brand. If you search “twitter chats” on Google, you can find this Google document that is a good reference for chats on Twitter listed by topic area. A few good ones to start with:

  • Girls Night Out – rotating topics on a variety of fun lifestyle themes, held Tuesday nights (#GNO)
  • Travelers’ Night In – great travel based chat, held Thursday nights (#TNI)
  • Community Manager Chat – for community managers, on Wednesday afternoons (#CMGRchat)
  • JournChat – for PR professionals, bloggers and journalists, on Monday evenings (#journchat) 

Example Twitter Chat Stream: #GNO

 

#2 Is Your Brand Well-Known Enough to Start Its Own Chat? 

Many times we have to make the decision to either host a chat on our own vs. sponsoring an already established chat by another organization. Typically, we’ll consider if the brand has the social footprint to host and cultivate a chat on their own and if based on that footprint (and the footprints of influencers who could possibly participate as moderators) the brand will get the results they want and expect. For companies with smaller or growing followers, we’d probably recommend they partner with a brand/customer/affiliated partner/spokesperson that has a well established social following or sponsors a Twitter chat with an organization that has an already established community around regular Twitter chats – like many of those listed above.

#3 Nail Down the Details – Making Choices

Pick a Time of Day That is Best For Your Chat

Consider when you want to host the chat and what time/day slots make the most sense for your community. Many established chats happen in the evening, so participants can jump in and join the conversation after work hours but many organizations that host Twitter chats for brands also offer a daytime chat option too. Check with your chat partners to see what responses they get during the day vs. night and make a decision based on what would work best for your brand.

Pick a Theme for Your Chat

Create a theme for the chat and a focus you want participants to follow and discuss but don’t choose something so niche that anyone joining for the first time wouldn’t be able to follow because they don’t know the topic. For example, if you are a CPG brand and you want to promote your product around an upcoming holiday, consider a theme around traditions, recipes or cooking/baking that would be a natural fit for your brand to share and offer content to participants.

Create or Choose a #

Choose a hashtag that you can use to track the conversation. If you are partnering with an organization, they may already have a hashtag in place but usually you can have two tags – one to represent the brand and another to represent the topic or partner organization.  When choosing a hashtag, consider the following items:

  • Keep them as short as possible – you don’t want your hashtag to take up too many characters of your tweet
  • Check to see if they are already being used, either via consumers or other brands – you don’t want a tag that can’t easily be tracked or identified as special to the chat
  • Consider your overall program and if it makes sense to use one hashtag for the entire program vs. a specific one for just the chat

#4 Pre-Chat Prep

Create a List

A week or two before the chat gather all the details above and create a cheat sheet document for your team. This can be formatted as a simple outline or table with the following information:

  • Chat theme, date, time
  • Official hashtags
  • List of commonly referenced bit.ly links that you may need to use
  • The list of chat questions and expected timing for each question during the chat (usually every 5-10 minutes depending on the chat)
  • List of sample answers for each question in case needed
  • An FAQ section for your team in case any sensitive questions come up during the chat and they (or you) need direction on how to respond
  • Contact information for team members and client participating – even setting up a conference dial-in ahead of time can be helpful for communicating between various parties during the actual event

The important thing to remember is to strike a balance between being as prepared as possible while remaining flexible. The majority of your tweets should be ad-hoc responses, answers and questions to other participants – but it’s OK to help guide your team in the types of responses they can expect the brand to make and/or use during the chat.

Gather a Team with Specific Chat Responsibilities

If possible, and depending on the size of the chat, have more than one person staffing the handle – each with specific responsibilities. One person can own either asking or retweeting the questions and fielding answers while another can tweet more brand focused content and engage more proactively with the community. We’ve had Twitter chats before where 4-5 team members were involved and needed. Make sure you sit down beforehand and make roles/responsibilities very clear so there is no confusion when it’s time to begin.

Use a Twitter Tool

Use an engagement tool like Tweetdeck to help you manage the Twitter chat stream. If you aren’t already using one, set up your tool a few days before and start practicing. Create search columns for the various chat hashtags so you can see all tweets coming through for your chat.

#5 Reporting & Measurement

This is a critical part of social business and Twitter chats are no different. Consider the following metrics beforehand and make sure you set benchmarks ahead of time to measure progress from before/after a chat: 

  • # of Twitter chat participants
  • # of tweets with your hashtag
  • # of mentions and RT’s of your content
  • # of impressions from tweets during this time with your hashtag
  • Follower growth from day before till day after chat
  • List increases as a result of the chat, new relationships formed
  • Clicks on links shared during the chat (can use bit.ly to track by creating custom URLs for chat)
  • Impact of chat on your overall share of conversation (SOC) and any coverage received as a result of your chat
  • New relationships built as a result of the chat with online influencers
  • If doing a coupon promotion, clicks and downloads of coupon as a result of chat

Example TweetReach Report

 

 

 

 

 

When reporting results of your Twitter chat to the brand, also consider how you will maintain the momentum from the chat, either via continued engagement, targeted outreach or a series of additional chats in following months. Also consider how you can leverage content from the chat in other mediums, including creating conversation word clouds to use in internal market research reports, or interesting fan comments and funny quotes to share on Facebook and Twitter the next day.  

Additional tips to consider:

  • Just because chat hours are over doesn’t mean the conversation has to end – assuming you have the resources to staff, keep it going as long as possible
  • Consider the back-up plan should Twitter go down…it happens
  • Use the chat hashtag before and after the chat to get your followers familiar and engaged on the topic
  • Cross-promote the Twitter chat on other social networks like Facebook or LinkedIn if appropriate, encouraging your community to join you there
  • Gather feedback – be open to suggestions from your community on topics they’d like to hear next time or what sort of content/answers they are looking for
  • Consider adding a giveaway element to the chat – it can be a good tactic for increasing interest and participation, not to mention sharing the brand love with your community, just make sure it doesn’t override the value of the actual discussion happening
  • Keep a running list of chat participants (either via Twitter’s list feature or in Excel) so you can track who participated and continue engaging with them after the chat ends
  • Visit WCG’s SlideShare channel to review fellow colleague, Meghan Butler’s, deck on even more Twitter chat best practices and tips to promote your chat

And most importantly, be an active participant and resource for your community. Twitter chats are not a marketing platform for you to push out branded messages. They are most successful when brands use them to listen and engage with a community rather than speak at them.

Have more tips to share? Drop a comment below and let’s chat on Twitter! Hashtag #chattips.

By: Lauren Warthan

Lauren Warthan is a Manager in the WCG Austin office.

Find me on: Twitter
Pre-Commerce Check out Chief Technology and Media Officer Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

Dr. Bertalan Mesko – the MDigital Life Interview

Posted by: Greg Matthews in Global Healthcare, Healthcare Insights, MDigitalLife on January 25, 2012

#MDigitalLife is a WCG program designed to learn from and to showcase physicians who are blazing new trails in the digital world – changing the way that medicine is practiced and better health is realized.  You can find previous posts here.

When I started using twitter in 2008, I was amazed at how easy it was to connect with other folks who were beginning to think about the intersection of healthcare and social media.  I’m happy to say that I am still in touch with many of those folks – Mark Hawker, John Moore, Bob Coffield, Marty Trussell, Holly Potter and Dana Lewis, to name a few.  One of those twitter pioneers – and one of my first online friends – is a doctor who has inspired thousands with his groundbreaking work – Dr. Bertalan Mesko (more commonly known on the social web as “Berci”).  Every doctor in this program has the opportunity to choose the medium for their interview – and Berci chose a Q&A format.  So without further ado, meet one of the world’s leading thinkers on digital medicine.

Berci graduated from the University of Debrecen, Medical School and Health Science center in 2009 and started PhD in the field of clinical genomics. He is the managing director and founder of Webicina.com LLC, the first free medical social media guidance service for patients and medical professionals. He speaks at prestigious conferences; covers online international events and is a health 2.0 consultant for pharma and medical companies. Healthspottr.com included him in the Future Health Top 100 list.

He is the author of the award-winning medical blog, Scienceroll.com and the educator of the Medicine and Web 2.0 university credit course which is the first of its kind worldwide.

He is often sought out by the media for his expertise, and has been featured in publications as diverse as Nature Medicine, the New York Times, Al Jazeera, British Medical Journal and Wired Science, among others. He is a member of the Kairos Society.

——————————————-

Greg: When you use social media, who’s your audience and what’s your purpose?

Berci: I have different audiences in different channels. On my blog, Scienceroll.com, my audience consists of medical professionals, students and nurses. On Twitter, I talk to everyone from e-patients to doctors. On Webicina.com, we create curated selections of social media resources focusing on different medical conditions or specialties for patients and professionals as well. Whenever I post something online, I choose the language, wording, links, etc. in order to fit the needs of my audience. Twitter requires fast interaction with pieces of information; Facebook is more about slow interaction, while a blog is like a public CV.

Greg: What’s your most effective method/channel for reaching that audience?

Berci: Even if I make the most contacts and have the more interactions on Twitter these days; I still believe my blog is my major platform. Whenever someone makes a search for my name, they will find my blog in the first place which I’m glad of as I control the information being published about me online. But to properly reach my audience, I need to use several tools such as Friendfeed, Facebook, Twitter, blogs, Youtube, Google+, etc. And I have to pay attention to avoiding the overlap of the content I publish in these channels.

Greg: What is the biggest danger facing physicians using social media?

Berci: I always tell my students whatever content they publish online will hunt you down. When I publish as a doctor online, I ask myself a question: Do I mind if this content is seen by millions of people? So to sum it up, the biggest concern is privacy. Doctors must learn how they can interact with their patients online. If I don’t want to share photos from my vacation with my patient at the grocery store, why I would do the same on Facebook by making my photos public? I help medical students know more about these issues in my course at the university which I will make globally public this February.

 

Bertalan Mesko Medicine 2.0 Promo – Rough from Larry Chu on Vimeo.

Greg: Are there any absolute do’s and don’ts you’d like to share?

Berci: We just published an open access social media guide for and about pharma in which we included a list of suggestions regarding what medical professionals should and should not do in social media.

Greg: What do you want the doctors of the future to know about the future of doctoring?

Berci: Recently, I published 7 features of the new generation of physicians in which I described the main points about these young students and doctors. In a nutshell, they are fast, mobile, technophile, balances, and online.

Greg: What communication devices do you use?

Berci: I have an Android smartphone and a Samsung Galaxy Tab.

———————————

A huge thanks to Berci for his participation.  Make sure to follow his work:

My company: http://www.webicina.com/

My blog: http://scienceroll.com/

My Twitter: http://twitter.com/#!/Berci

And a sample from his reading list:

Dr. Ves Dimov: @drves
Lucien Engelen: @zorg20
Dr. Tamas Horvath: @enthouse
Denise Silber: @health20paris
Dave deBronkart: @epatientdave
Kerri Sparling: @sixuntilme


 

By: Greg Matthews

Greg Matthews is a Group Director in WCG’s interactive and social media team; formerly created and led Humana's community innovation and social media practice

Find me on: Twitter
Pre-Commerce Check out Chief Technology and Media Officer Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

Shift Work Sleep Disorder: a Top 10 List

Posted by: Adam Pedowitz in Healthcare Insights, Social Media Insights & Trends, Thought Leadership on January 24, 2012

Studies have shown around 3.75 million Americans potentially suffer from Shift Work Sleep Disorder (SWSD), a medical condition typically diagnosed among workers of non-traditional hours. That’s around 1% of the U.S. population.

With WCG’s experience in the healthcare industry, we work with companies that provide treatments, devices and other products indicated for hundreds of health conditions each year. But it’s still humbling to learn about a condition like SWSD that affects so many people, and yet so few know they suffer from it.

For greater context, individuals suffering from SWSD typically work rotating shifts, the night shift or on irregular schedules (in other words, not 9 a.m. – 5 p.m.), often resulting in excessive sleepiness, difficulty concentrating, headaches and lack of energy. These can develop into more serious conditions such as insomnia or depression, or even result in serious accidents on the job.

To help shine a light on this issue, SharecareNow, powered by WCG published the SharecareNow 10: Shift Work Sleep Disorder, identifying the most prominent online influencers addressing SWSD and other sleep disorders within shift work industries:

  1. Dr. Michael J. Breus, TheInsomniaBlog.com SharecareNow 10: Shift Work Disorder
  2. Brandon Peters, M.D.,  About.com – Sleep
  3. American Academy of Sleep Medicine, Sleep Education Blog
  4. Lisa Shives, Sleep Better Blog
  5. Cleveland Clinic, ClevelandClinic.org
  6. National Sleep Foundation, SleepFoundation.org
  7. Deborah Kotz, Boston.com – Daily Dose
  8. Anahad O’Connor, New York Times – The Well Blog
  9. Dr. Steven Y. Park, DoctorStevenPark.com
  10. Dr. Catherine Darley, Naturopathic Sleep Medicine Blog

These experts and organizations expose a shift in how patients are seeking resources and information on how to treat their health conditions. In addition to relying on primary care or specialist physicians, patients are increasingly taking an active role in their treatment, seeking out numerous sources of information. And, in the case of chronic or long-term conditions, they’re following regular sources of relevant content like blogs, forums, news and Q&A platforms, and ultimately becoming a more informed patient.

So whether those suffering from SWSD read an article from Anahad O’Connor, or follow Dr. Breus’s blog, or research the condition on ClevelandClinic.org, these influencers have the ability to help patients find the right information, learn how to apply it, and finally receive the support they need.

With the SharecareNow 10 series of influencer lists, the focus is on sharing insights in a way that the average person can benefit and improve their health in a meaningful way. This is how health will be transformed.

Bob Pearson & Adam Pedowitz

Disclaimer: WCG works with a number of pharmaceutical companies, including some that provide treatments for shift work sleep disorder. These clients have not participated in this analysis.

By: Adam Pedowitz

Originally from New Jersey, Adam is a manager at WCG in Austin, TX.

Find me on: Twitter Facebook
Pre-Commerce Check out Chief Technology and Media Officer Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.