Peer-to-Peer sharing: what's an impression worth?
Osas Obaiza (@whattheduck32) shares an intersting stat in his iMedia post:
“Twitter received roughly 0.38 clicks per tweet, whereas Facebook received 3.31 clicks per engagement (the number of times people posted a Mashable link to Facebook through an action on a social plugin or through a wall post).”
I’ll bet it’s true that lots of posts don’t get read thoroughly as they’re tweeted around, but really, what’s the point? What is an impression anyway? I’m flipping through a magazine and I see an ad for an apparel brand. What was that but fleeting? In most cases, it’s an accumulation of small impressions that lead to an eventual conversion and I’ll tell you for a certainty that the impressions made on my by my friends hit harder than paid advertising. And nothing is a standalone platform, my friend. Skilled marketers make it all work in concert—print, radio, TV, social, you name it.
Communications training program challenges doctors
Actually, it challenges everybody. I love this quote: “In that room there is really no hierarchy,” Sandy Clancy says. “There is no hierarchy of status; there is no hierarchy of knowledge. Everybody sitting at that table has really valuable wisdom to contribute.”
More great work from the Quality & Safety team and Family Advisory Council at MassGeneral Hospital for Children!
Proprietary Social Media for Healthcare
I think I’m going to do a series of blog posts about myopia (my own). Most recently I’ve been a short-sighted idiot about the possible uses of proprietary social media platforms for hospitals—these would be branded communities tied to a specific hospital system or academic medical center.
We heard the first whispers last year and at the time I thought, “People are not going to adopt a new platform that requires time away from Facebook, Twitter, etc., and if they do they’re likely to want to do it on PatientsLikeMe or WebMD, not a hospital site.” I was also concerned that since hosptals are typically limited by geography, the potential audience would be small relative to the blockbuster social-media sites. (My first friend on Mayo is actually from Malaysia.)
Training Docs to Reduce Needle Stick Pain for Kids
Reason number I-lost-count-by-now I’m proud to work at MassGeneral Hospital for Children:
The Quality and Safety Committee, including senior nurses and child-life specialists, have developed an innovative program to reduce needle-stick pain for kids. This is not just a nice-to-have. Studies have shown kids’ pain can have a long-term impact on health, including avoidance of medical care. Quality and Safety worked with the Family Advisory Council to develop materials for moms and dads.
So nurses have power to make change, the advice of experienced parents is actively sought and heeded, and they’re going to train all clinical staff in the new procedures. Any questions?
By the way, child-life specialists rock like Angus Young. If you’re not familiar with the work they do, check it out.
What’s the most important thing you need to consider in content-management strategy today? In two words, “platform fragmentation.” If you don’t plan for content delivery to mobile and other devices, you’re going to flush a lot of money. And you really can’t build your site and then figure out how to deliver to additional platforms via agile development—you’d be doomed to an eternal game of catch-up. Back in the Nineties, Web developers used to keep “browser farms” to ensure their sites would display correctly in different versions of IE, Firefox, and Safari. The simplicity of that challenge is laughable compared to what we face today. In addition to operating systems and browsers, the number of devices is proliferating at an astounding rate. So if you’re making Flash brand canvasses that look terrific on a desktop at 1280 x 1024, allowing 800-pixel graphics, or not keeping your code uniform, I hope your mom enjoys the site. Because people on the go (using iphones, ipads, android and blackberry devices, etc.) are just going to see a road block. More on this soon, including what to do about it.
ADHD and substance abuse in children and adolescents, Q&A with Timothy Wilens, MD
Results of two long-term studies out of Mass General show ADHD significantly increases risk of substance abuse for boys and girls, but lead researcher Timothy Wilens, MD, a pediatric psychiatrist, gives practical tips for parents about how to talk to kids. Learn more.
E. Coli Outbreak in Europe and Tips for Food Safety at Home
Infectious disease specialist Jason Harris, MD, of MassGeneral Hospital for Children, answers questions about the recent E. coli outbreak and explains what you can do to protect your family from food-borne illness. Learn more.
Facebook is a broadcast channel
I recently put together a list of tactics to increase likes on hospital Facebook pages. In the course of querying a lot of smart people about best practices and tactics, I got a fair amount of push-back, mostly along the lines of “Why would you need to do that? Social media is about engagement—it’s not an arms race for likes and it’s not a broadcast channel.”
That’s been the conventional wisdom ever since Josh Bernoff and Charlene Li published Groundswell.
It’s time to challenge it.
Here’s the primary reason: you cannot have meaningful engagement without critical mass. You just can’t. Ask any cub scout leader, minister, or community organizer. If people don’t show up, it’s going to be difficult to have a den meeting. And if they don’t know there’s a meeting, they’re not going to come.
Let’s look at the numbers.
Still Not Going To Do This Every Day: Move over Twitter... Make room for Tumblr
Social media has changed the way we receive news. It’s also changed how it’s reported.
When the “Arab Spring” hit Egypt, I began tweeting. A lot. We were witnessing history and I was riveted to my television and my computer. I tweeted out information and updates for no…
How to Build a Facebook-Killer
My latest on The CMO Site:
Facebook is vulnerable to a potential competitor that recognizes what Facebook doesn’t: the fact that many of us play different roles in life, and that we don’t like mixing those roles.
Facebook believes you should have only one identity for everyone in your life, and if you live differently, you lack integrity. In real life, most of us have separate identities for our different roles. Facebook needs to implement easy-to-use tools to allow people to manage their multiple roles and identities. Either that, or Facebook will ultimately succumb to a competitor that does.
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I manage health-care web sites and social media. I've worked in interactive for over fifteen years in editorial and advertising.
Back in 2008, Ed Bennett and I did a survey of hospital participation in social media.
Social media for health care is currently my main interest, but to do a good job in interactive, you have to keep up on analytics, usability, design, and search-engine marketing as well.
Opinions are my own, of course.
Click here to add me to your G+ circles.
