Another Ultimate Social Media Dashboard

If you’re new to the strange world of social media, you’re probably not tired about discussion of ROI of intangibles like new media. For some of us who live in the echo chamber, it can be a rather tiring nuisance; yet it’s a matter which merits the attention of enterprises exploring their relationship with the Web.

For me, it’s a mostly humorous exercise. Not that I”m opposed to metrics – not by any means: once an accountant, always an accountant. From my perspective, however, quantity and quality are like trough an wave. You might say that in Business, I’m a Taoist.

Earlier today, my friend  @NickDawson shared a template he uses as a dashboard to demonstrate ROI. In accordance with  my reply to Nick, here’s one of mine (view in fullscreen):

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Google SideWiki: How to Brace Yourself for a Communications Bitch Slap

google-graffitiGoogle is always working on new products. Many go nowhere, while others become darlings of web technologies like Gmail. Google’s latest entrance onto the Social Web its SideWiki. It’s not so much a wiki as it is an imposed commenting system. Whether you want it or not, SideWiki effectively enables anyone in the world to comment on your website.

Not only can people comment on your site without your permission but they can also share their comments via email, Twitter or FaceBook (as of today). In other words comments in SideWiki can be dispersed and distributed and Re-Tweeted and Liked across the web at the speed of light. If your organization has a website, you probably want to brace yourself for a bitch slap: whatever “control” you thought you had about your message is clearly gone. Controlling your response (and being ahead of the game by being the best at what you do) is about all you have.

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WHAT IS GOOGLE SIDEWIKI?

I’ll let Google explain to you it’s claim about SideWiki.

In order for SideWiki to be used, it has to be downloaded and used as a toolbar. Right now, it seems to work with FireFox but as Google refines and evolves the product, we could expect to see the tool proliferate in use.

I tested out SideWiki on a post by Seth Godin regarding his Brands in Public project. I chose his post for two reasons: Seth has comments on his blog turned off (he’s remarkable with email exchanges with his readers though) and SideWiki demonstrates how little control brands have anymore in “controlling messages”. If you downloaded the tool bar, you can see my SideWiki comment on his post. Alternatively you can see my comment on my Google Profile (it just appeared there under a Sidewiki tab – Google didn’t offer this as an option, nor did it inform me it posted my Sidewiki comments on my Google Profile – but I’m sure I consented somehow in Google’s TOS).

An important feature to note is that comments on SideWiki aren’t necessarily in order of appearance – i.e. reverse chronological, as in traditional blog commenting. Rather, Google’s mystery algorithm sorts out the order of comments. I also suppose Google will somehow address spam. For more on this, see Danny Sullivan’s post.

So we not only have an imposed commenting system, we have – in some sense – Google’s algorithmic logic being applied to your website in the way comments appear. Which is to say: Google influences the volume of influencers‘ voices. You’re not just dealing with comments streaming down a straight temporal line: community voting on comments and Google’s ranking system of those comments work together to determine the pitch and tone and loudness of comments.

Finally, questions remain about SideWiki’s ramifications on search results. Clearly, there’s a lot to absorb here, which is one more reason to establish best online practices and keep focused on principled online communications.

SO WHAT?

I don’t know if SideWiki has a future or not. SideWiki isn’t the first attempt at web annotation. But now that social networking and services are growing in their adoption, we can expect to see the proliferation of distributed messaging. Whether SideWiki fails or succeeds, the technology it represents is here to stay in some form.

Organizations which already have a web presence or those who are just now planning to enter the social web, now have an even tougher task ahead of them. And yet, for every challenge or danger lies opportunity. Those organizations which not only can face the challenges that mass distributed messaging create but also leverage the opportunities will fare well in the coming years. Organizations won’t die just because they ignore social media – but ignoring these technologies and communities is now a matter of Risk Management at the least.

What I find especially interesting here is this: how many organizations will even know about this? How many hospitals or Pharma companies or widget-makers will have hundreds of comments (positive or negative) right on their website (for all intents and purposes) and not even know about them? How embarrassing could that become?

HOW TO BRACE FOR A COMMUNICATIONS BITCH SLAP

In a nutshell, individuals and organizations are going to have to endure a process of radical acceptance: the days of mechanically generating attention via advertisements are giving way to a century of organically captivating fandom.

I would categorize two approaches to dealing with commenting systems like SideWiki: the Philosophical and the Practical.

Philosophical recommendations:

  1. Meditate. Seriously. Go out into a field or sit under a shady tree and focus on your breathing, reflecting on all of the marketing principles and assumptions you’ve made since college and over the course of your career. It’s not too late for a re-view and re-think. (And never too early for a layoff.)
  2. Radically Accept. We all want control. (I was an ICU nurse – ergo I’m a control freak, so I understand how hard this one is.) The fact is, about the only thing we can control is our mind: how we view things, what we decide, what we say and how we say it. Once you forgo the controlling-mentality, it frees you up for the important stuff, such as: clarity, creativity, fearlessness, discipline and focus.

Practical recommendations:

  1. Download the SideWiki toolbar and monitor for activity on your site – even if you don’t have a blog or are philosophically opposed to it.
  2. Set a policy (a simple one) on how your organization responds to comments.
  3. Whoever does your responding should know how to communicate, display grace under pressure and criticism and who understands the various modes of communications.
  4. Keep up-to-date with Google’s project by following it on Twitter.
  5. Currently, SideWiki doesn’t appear to offer a notification system, so be prepared to comb through comments (or monitor Twitter for your brand mentions).
  6. Keep honing your online communications skills: if you don’t already blog, consider doing so if only for the discipline and skills that come along with blogging.

It remains to be seen how popular this little feature will become: as is often the case in the Sillicon Valley hyper-echo-chamber, the uber-geeks tend to overstate the appeal of shiny new toys. Regardless, if you haven’t learned the lesson about how to prevail in a chaotic world, this is your chance. At least you’ll be able to endure and overcome the inevitable bitch slaps that you’ll sustain now and again.

HOW SIDEWIKI COULD EVOLVE

A last point to make is the future of SideWiki (or similar tools): the integration of other social features which enhance its powers.

For instance, I realized while writing this post that you could comment on a Twitter Status page using SideWiki. If Google added a FriendFeed-like commenting system, one could easily start a chat around a particular tweet – currently Twitter chats take place using hashtags and clients like TweetChat. Imagine configuring SideWiki not only as a Twitter client but also as a web-wide social device for curating, sharing and conversing. Click on the screenshot below:

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SideWiki on a Twitter status page

It’s integrations like these that usually lead to the next big thing. All the more reason for organizations to keep current with the social web – and for hiring and cultivating the people who excel in the useful and innovative applications of these sorts of technologies.

Google, so far, hasn’t done well in the social front – at least not thus far. If FaceBook were to exploit their recent FriendFeed acquisition and make a play for a similar real-time web-wide commenting and sharing system, we could see the emergence of a new kind of war: Google has the edge in search and advertising, Facebook in social media and Twitter in real-time messaging.

At any rate, the future is open for your organization to consider. Two posts I’d recommend you read right now on Google’s SideWiki are Andrew Keen’s SideWiki: Google Colonial Sideswipe and Jeremiah Owyang’s Google SideWiki Shifts Power to Consumers – Away From Corporate Websites. Both men have wholly different opinions about the fundamental nature of the web – and both are probably right about Google SideWiki.

Oh, and you can comment on this post using SideWiki and then tweet it to the rest of the world. Let’s see if I can keep up with the graffiti.

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Media Skills Workshop – Healthcare Communications

Image representing Google as depicted in Crunc...
Image via CrunchBase

I gave two presentations for the National Association of Healthcare Communicators in Chicago, Priming Healthcare for Twitter and Google Is Watching You: Building Your Reputation on Google.

Healthcare communicators, and the industry in general, are increasingly learning the importance of having an effective presence on the web. Over the last several months, after getting out and meeting people in organizations who are working hard to raise internal awareness of online media, it’s becoming increasingly clear to me that those organizations who have champions who can communicate the value of social technologies are the ones who are going to thrive in the 21st Century. This week’s conference reinforced the belief that such people are out their who are sincerely interested in leveraging those values.

Here are the two presentations I gave yesterday and this morning.

PRIMING HEALTHCARE FOR TWITTER (UPDATED)

GOOGLE IS WATCHING YOU: BUILDING YOUR REPUTATION ON GOOGLE

How successful have your efforts to convey the value of social networking to the leaders of your organization been so far? What are your challenges? Where are the resistance points? Are they related to awareness of how these tools work? Are they related to culture and organizational philosophy? When discussing how social media fits into the ecosystem of your organization, what’s your message? Are you being heard?

Let me know here in the comments. You can follow the tweets at the conference on  #MSW as well as find some very bright people in the industry to connect with.

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Google Reader as a Lifestream Search Engine

Image representing Google Reader as depicted i...
Image via CrunchBase

Google Reader is becoming more than just a reader. With it’s addition of social features like comments and Likes, it’s taking on more of a social-aggregation service. It’s not perfect, nor do its social elements make a great social networking service. Still, its search options continue to expand and third-party applications make sharing easier.

So far, Google Reader offers two features which allow you to follow the lifestreams of other users and burn feeds for searches in other services. Currently, the options are limited, but since they both include Twitter, you may consider using Reader to house your monitoring activities (not to mention you can backup your own Twitter statuses, since Twitter at this time isn’t very reliable for that).

Here’s a quick screencast demonstrating more of Google Reader’s search features (open in full-screen for better viewing):

By the way, I set up a Twitter account –  @PhilFeed – as a place to port my shared items and other findings around the web. Rather than blasting my followers on  @PhilBaumann, you can opt in to follow  @PhilFeed and you’ll get those items in your tweet stream (jut know that it’s not a very social account).

I’m curious to see if Google Reader will add more services, like FriendFeed or Posterous.

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Why Social RSS Could Be Huge

This icon, known as the "feed icon" ...
Image via Wikipedia

Ian Rosenwach has a brief post RSS’s potential in which he points out how building a few social features around RSS technology could propel it into a huge micro-content social network.

I don’t know if the  RSS brand will ever get much larger than it is in among the tech community, but I do think as a feature it will be one of the largest components of communications and social relations. Twitter is catchy. RSS isn’t.

Twitter is really simple syndication – way simpler than RSS. A tweet is both the feed’s title and subject. It’s two-way headline news.

If developers can derive inspiration from the social features of the two-way Web and fold the ingredients into RSS, RSS may at last achieve the public awareness it deserves – regardless of whatever its called. Maybe Twitter is what most people will call it.

Twitter enables us to dip into global brain pool (both bright and dim). If we could get deeper into the pool in a quick, consolidated and easy way with the rest of the dynamic Web then we could see a whole new kind of web evolve: a  vast active living intelligence system.

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66 Ominous Predictions About Twitter in Healthcare

Is Twitter safe and effective?

Several years ago, as a second-career registered nurse practicing critical care – having a prior background in enterprise working with fairly sophisticated information technologies – it was all too easy for me get frustrated with paper medical records and laboratory reports laying in floors drenched in  Clostridium difficile.

How was it possible in the 21st Century that the informational flows in healthcare facilities could end up on contaminated floors? Surely, I thought, there must be technologies within our grasp that could spare us – our patients and the staff – such dangerous indignities.

I can’t remember where I was when I first heard of Twitter, but I was one of its early adopters. It occurred to me that Twitter’s essential feature – the power to share data instantly and briefly – was worthy of consideration in health care. But my early ideas about invoking Twitter into healthcare faced two hurdles: HIPAA always got in the way of my thinking and nobody else I knew at the time ever heard of “a Twitter”.

After Twitter deleted my first account, I gave up on the incompetent service. When I returned to Twitter sometime in early 2008, the use of Twitter (or any other social medium for that matter) in healthcare was still relatively unheard of.

Part of the reason I started blogging was to fill a relatively empty void in the healthcare social media space. Today, I believe we are seeing that space filling with more important voices. Since publishing 140 Healthcare Uses of Twitter in January, hundreds of hospitals have started up Twitter accounts. Every day we hear about Twitter’s role in health care, from disaster management to surgical live-tweeting.

So far, the word is largely positive concerning the experiences of a relatively small number of hospitals on Twitter. But has Twitter gone through the strainer, the one beyond the marketing and PR uses? I’m not so sure but I’m hopeful. Time and the further adoption of the service will tell us more about its safety and effectiveness.

BETWEEN EVANGELISM AND DEVIL’S ADVOCACY

A purpose of the list I published in January was to start a discussion about how micro-messaging technologies like Twitter could be used in health care. Twitter’s fame and hype continue to skyrocket and health care is one of the hottest topics of our time. I have no doubt now that micro-messaging and health care are important partners. My task then was to be an evangelist in a time of sparse awareness. The questions now are how far we will go with these technologies and what kinds of challenges and fears we are willing to face and overcome.

For as much as Twitter is now being examined by the healthcare and pharmaceutical industries (a welcomed step), we have yet to flesh out practical opportunities and dangers Twitter poses for them. I am encouraged that hospitals are tweeting. Some are doing remarkable work and learning as they proceed. But I also have concerns about the incorporation of Twitter in the healthcare setting. I know all too well about Twitter’s seductions. Twitter makes almost everything easy, including regret.

I have therefore assembled a collection of dark predictions about how Twitter may be misused or misappropriated. My task now is to be Devil’s advocate during a time of attention obesity.

I don’t know if I saved Follow Friday. I do hope that in the rush to embed Twitter into our daily lives that we strike the right chords between Twitter Evangelism and Devil’s Advocacy.

66 OMINOUS PREDICTIONS ABOUT TWITTER

  1. That physician you’re following on Twitter will turn out to be an impostor.
  2. Your Direct Message will FAIL. Horribly.
  3. Your organization/practice will violate HIPAA. Repeatedly.
  4. Patients who don’t fully understand Twitter’s viral powers will find themselves woefully embarrassed.
  5. Your surgeon will tweet the wrong body part.
  6. Disaster management will be a disaster thanks to spam.
  7. Pandemic alerting will be a mess thanks to spam, panicked retweets, amateur microbiology and the Baumann Uncertainty Principle.
  8. Twitter will never reserve hashtags for sole use by the CDC or FDA or any other public service to guard against spam and keep channels of authority clear.
  9. Big Pharma will pay out tens of billions of dollars in fines and civil lawsuits related to alleged misleading statements in the course of tweet-marketing.
  10. Pharmaceutical company Twitter accounts will be hacked and the exploits will tweet misleading drug information, malicious links, confidential legal settlements and other embarrassing material.
  11. Twitter’s curious effects on  Dopamine will lead to addictive behaviors interfering with activities of daily living.
  12. Some disappointed healthcare marketers will revert to the traditional broadcast model of marketing after realizing quarterly earnings aren’t immediately boosted by providing free value to the communities they serve.
  13. Twitter will accelerate the proliferation of self-diagnoses.
  14. Insurance companies will find and track patients by viewing the follow lists of public-timeline hospital Twitter accounts.
  15. Insurance companies will set up dashboards to monitor insureds and use the information profitably.
  16. Twitter chats about healthcare reform will be infiltrated by Townhall-like Hashtagging.
  17. Patient dignity will be violated by nurses and doctors who tweet about their shifts from hell.
  18. Big Pharma and medical device companies will pay out tens of billions of dollars in fines (again) years after the FDA decides what regulatory rules to impose on tweeting.
  19. Lawyers will set up dashboards to monitor the tweets of pharmaceutical companies, device manufacturers, doctors and healthcare organizations in search of opportunities.
  20. Big Pharma will find itself finally engaging with patients on Twitter, only to realize that having 1,550,000 followers on Twitter means having to employ armies of drug safety associates 24/7/365.
  21. Twitter chats around specific disease processes will be polluted not only with spam but also misinformation masquerading as evidenced-based medicine.
  22. Patient-provider boundaries will be broken at alarming rates.
  23. A patient with depression will enter an unstoppable cycle: depressing tweets which lead to being un-followed and ignored, leading in turn to more depressing tweets…
  24. During a live-tweeted procedure that goes wrong, staff will forget to personally attend and inform the family reading the tweets.
  25. Privacy settings in Twitter will be reset to public, either by a Twitter glitch or hack or user-error and patient data will be inadvertently published.
  26. Psychotherapists using Twitter to communicate with patients will misinterpret or miss a patient’s tweet, resulting in a suicide.
  27. Hospital staff will tweet out information related to an incident.
  28. The overuse of Twitter will increase hypomania in patients with bipolar affective disorder.
  29. Obesity will continue to proliferate as healthcare consumers spend more time on Twitter looking for diet and exercise tips.
  30. Tweeters expressing suicidal ideation will be trolled by malicious malcontents.
  31. The wrong kind of medical crowdsourcing will lead to the wrong diagnostic judgements.
  32. Nurses who are not accustomed to the safe use of clinical micro-messaging will be distracted from their bedside duties.
  33. Doctors in facilities that employ enterprise micro-blogs may issue the right order to the wrong patient.
  34. The wrong laboratory results will be mis-tweeted. Fortunately, a smart nurse will notice the discrepancy between the lab value and the patient’s signs. This time.
  35. Patient timelines in facilities using micro-sharing technologies will be confused, causing all sorts of mayhem during shifts.
  36. The tweets of doctors will be used in courts to contradict testimony regarding timeline claims.
  37. The content of doctors’ tweets will be compiled and analyzed to challenge their competencies.
  38. Twitter chats about Obsessive-Compulsive Disorder will never end. Twitter chats about Obsessive-Compulsive Disorder will never end. Twitter chats about Obsessive-Compulsive Disorder will never end. Twitter chats about Obsessive-Compulsive Disorder will never end. Twitter chats about Obsessive-Compulsive Disorder will never end.
  39. Nurses will lose their jobs for posting TwitPics of patients in undignified positions.
  40. Family members will stick their unsolicited noses in each others’ health matters.
  41. CDC will inadvertently create panic during a major outbreak after a single malformed tweet is retweeted relentlessly. CNN and Fox News, confusing Twitter with sourcing, will re-broadcast the tweet, fueling more retweets and distortions of the original tweet.
  42. Small practices using Twitter for scheduling will tweet the wrong patient or time.
  43. Hospitals will monitor their staff’s Twitter streams for violations of confidentiality and other reasons for discipline or termination.
  44. Hospitals who don’t understand the subtle dynamics of Twitter-sociology will find themselves in front of public relations nightmares.
  45. Healthcare information consumers will be under-served by over-reliance on 140 characters, especially by organizations that don’t have a well-rounded social presence on the web.
  46. Hospital administrators will tweet annoying requests to staff busy with more important tasks.
  47. In a maternity ward, somewhere in the Midwest, the grandparents of twelve girls will read a tweet saying “It’s a boy!”, only to find out someone saw something that wasn’t there.
  48. A drug guide application accessible via Twitter’s API will tweet back the wrong dosage information.
  49. Shortly after retweeting the funniest thing she ever read, a newlywed will find out about her husband’s STD.
  50. Pharma will receive an unprecedented volume of Warning Letters for its uses of Twitter.
  51. A pharmaceutical company will inadvertently issue a drug safety alert about the wrong drug, resulting in billions of dollars in lost sales with a single tweet.
  52. A pharmaceutical company will not issue a drug safety alert, resulting in billions of dollars in lost sales with a single tweet.
  53. The FDA will issue a drug safety alert about the wrong drug, resulting in billions of dollars in lost sales with a single tweet.
  54. Practices using Twitter for patient care reminders will mix up patient Twitter accounts, causing confused home-care.
  55. A psychiatrist being sued for breech of confidentiality on Twitter will be relieved when she discovers that Twitter’s search engine no longer returns her troublesome tweet. Unfortunately for her, the lawyer suing her will find the tweet on FriendFeed’s search.
  56. Hospitals who should be blogging or otherwise investing in a larger social media landscape will over-invest in Twitter, since everybody has Dopamine receptors (see #11).
  57. Segments of the health care population who aren’t using Twitter will be overlooked or under-served.
  58. Allied care coordination, will be hampered by confusing tweets.
  59. Patients will increasingly realize that they can tweet adverse events on Twitter.  4Chan will catch on to this too. The big heart of a near-retirement CEO in Big Pharma will enter ventricular fibrillation. He will survive and will be prescribed the medication fictively referred to in #52.
  60. David will become internet famous during the next major infectious outbreak. The public, unaware of  @CDCemergency, will go to the most logical Twitter name for CDC:  @CDC. The confusion will lead to the conclusion that CDC is not on Twitter and will turn to bogus accounts and spammed hashtags for updates. This oversight by CDC and Twitter will go down as one of the biggest failures to capitalize on brand equity.
  61. The FDA will finally issue guidance allowing pharmaceutical companies to tweet links to products. Curiously, the FDA will encourage those tweets to be “non-retweetable”, stating that it will use its discretion in fining companies $10,000 for each retweet if, in the FDA’s opinion, the tweet appears “overtly re-tweetable”.
  62. The FDA will allow healthcare applications to be built on Twitter’s API. What’s more, the FDA, in its recognition of the importance of real-time technologies in our daily lives, will outline an efficient seven-year approval process for each application.
  63. Remarkable healthcare applications will be built on top of Twitter’s API, spurring wider acceptance of Twitter in serving the health care needs of the public. Unfortunately, Twitter will make unannounced changes in its API.  Jesse Stay, having helped to develop one of the most downloaded Diabetes iPhone apps, will suffer a brain aneurysm while discussing the changes with Twitter. He will survive and recover but will go on to delete his Twitter account and give up application development.
  64. The FDA, realizing Twitter’s role in public health, will require pharmaceutical companies and device manufacturers to publicly tweet Serious Adverse Events within 24 hours of receipt of notification. The hypothetical executive referred to in #59, in an extraordinary episode of psychosis, will go postal and use Twitter to live-tweet his rage. From that day onward, the phrase “going postal” will be replaced by “going Twitter”.
  65. HIPAA will be repealed and replaced with the Health Insurance Tweetability and Liability for Electronic Records Act of 2010. Among the provisions is the requirement that hospitals with public Twitter profiles not display their Following and Followers on their accounts. Twitter, of course, will offer no way to do this.
  66. Highlighting the power of Twitter’s monopolistic communications platform after a series of national health emergencies and a major terrorist attack coordinated in part via Twitter, the U.S. Congress will pass the Public Health And Safety Communications Act of 2012. Twitter Inc. is deemed a public utility holding company and enters an indefinite licensing agreement with the Department of Energy, whose charge is “to ensure the safe and uninterrupted use of Twitter and other micro-messaging services during times of national and international crises”. Twitter’s long-standing liquidity issues are finally resolved.

THE RESCUING ELEMENT

That last prediction may be the most dramatic, but given the tenuous state of our world’s psyche, it’s not far-fetched. Would it surprise you if it happened?

Am I being sarcastic or serious here? Does it matter? I mean: if we are to put safety and effectiveness above all else, shouldn’t we plumb the dangers posed by a real-time web?

Here’s another way to look at this list: as implied solutions to problems we may not have considered. Nothing is necessarily inevitable – awareness can prompt avoidance.

Twitter is telephony. Twitter is telepathy. Twitter is good. Twitter is bad. Twitter is useless. Twitter is useful. Twitter is whatever you make of it.

Twitter’s uses in Healthcare or Pharma or Politics or Marketing or any other field don’t so much depend on the technology as much as our willingness to be creatively courageous in the face of rapid change.

How we use Twitter in healthcare to streamline clinical operations, to provide richer experiences for consumers of healthcare information and to effectively propagate critical messages in times of crises depend on how willing we are to re-examine our traditions and re-envision what remarkable health care looks like given our new powers. We need leaders who aren’t afraid to break stupid rules and flush out deep prejudices.

In healthcare and other life sciences, following the rules is a vital part of the game. In fact, it usually is the game. Which is to say: leadership in healthcare is uniquely risky business.

For those of you who are currently using or planning to use real-time technologies in health care, think optimistically but responsibly about how you go about using them. Twitter and its yet-to-be-developed analogues bring forth into our world dangerous opportunities. When thinking about these dangers, here is a tweet-sized pearl of wisdom from Frederich Holderlin:

But where there is danger,

a rescuing element grows as well.

What do you think are the dangers of real-time social communities in healthcare? How would you propose we overcome those dangers? What are the rescuing elements among evolving – and sometimes unpredictable – threats from social technologies?

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