Priming Healthcare For Twitter: Leading on Twitter


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Twitter is increasingly becoming a ubiquitous form of communicating. The healthcare industry has recently begun to seriously take an interest in Twitter.

In addition to being a primer for Twitter, this presentation includes a topical review and guide for using Twitter in the health care setting and how to address matters related to HIPAA.

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  • The Web is no longer a static and impersonal Web. It is increasingly dynamic and social, opening up new opportunities for communication, collaboration and knowledge-sharing. Yesterday’s Web was about one-way facing pages that took weeks to appear in search engines. Today’s Web is about instant, social and real-time exchanges.
  • Twitter represents one of many evolutionary paths of content sharing. Micro-blogging – the instant sharing of brief messages – is infiltrating and upturning the way we interact with each other and how we produce and consume information. These new micro-media present enormous opportunities and challenges for Health Care.
  • Twitter has of course become the most famous of the micro-blogging services. Whatever the hype, Twitter has demonstrated the disturbing influence micro-sharing has on culture, economics and information.
  • FriendFeed – recently acquired by Facebook – represents the arrival of the Real-time Web. FriendFeed combines micro-messaging with aggregation to provide a powerful stream of curated information. Although it never received the public attention of Twitter, it nonetheless provides a glimpse of the future of a real-time social Web.
  • Yammer is an Enterprise collaboration service very similar to Twitter. Unlike Twitter’s public timeline, Yammer provides organizations with a secure platform for sharing and collaborating internally. Unlike Twitter, Yammer provides an array of advanced features which integrate the simplicity of micro-messaging with the flow of work processes.
  • The Media (Marketing) model of the 20 th Century was based on unilateral Mass Communication - interaction between organization and consumer was expensive. The Media model for the 21 st Century is inverting the old one. The X-axis represents Interaction, while the Y-axis represents bandwidth (or cost to produce). The LUQ (top left quadrant) includes Movies, TV, Books, etc: very expensive to produce with very little interactivity. The LLQ includes Art, Postal Mail, etc: very cheap to produce but again not very interactive. The RUQ includes person-to-person instruction, etc: expensive to produce but highly interactive. Finally, RLQ includes SMS, email and – most extremely – Twitter: practically free and incredibly interactive. We have shifted from LUQ to RLQ – this shift is producing a cultural shock, perhaps as resonate as the Industrial Revolution.
  • Twitter started in early 2006 – early adopters were enamored with the service, but it took a couple years for Twitter to become mainstream. Most of its growth has taken place in just the first half of 2009.
  • Twitter may be an easy and inexpensive connector. The Real-time Web is definitely evolving. Nevertheless, organizations that wish to maximize their value to their stakeholders need to invest and cultivate a portfolio of online assets. Twitter is like a stream; but blogs are like a base camp. Don’t confuse tactics with strategies.
  • Priming Healthcare For Twitter: Leading on Twitter

    1. 1. Priming Healthcare for Twitter An Introduction to Leading on Twitter Phil Baumann, RN CEO, CareVocate LLC @PhilBaumann [email_address]
    2. 2. Twitter: Tiny Is The New Huge
    3. 4. Popular Microblogging
    4. 5. Aggregation Microblogging
    5. 6. Enterprise Microblogging
    6. 7. Image source: Seth Godin Bandwidth Interactivity
    7. 8. <ul><li>&quot;Share and discover what's happening right now, anywhere in the world.&quot; &quot;The Pulse of the Planet&quot; </li></ul>
    8. 9. Twitter is to brains...   ...what Google is to servers.
    9. 10. Twitter's Growth - Google Trends
    10. 11. Twitter Anatomy 101
    11. 12. The Barebones of Twitter Follow Unfollow Block Tweet 140 Reply @ DM Asymmetrical Relationships
    12. 14. Enter Tweet (Hint: answer a different question than the one Twitter asks) @ = Reply Direct Message (Private) Reverse Chronological Order
    13. 15. @ = Reply
    14. 16. Direct Messages (Private)
    15. 17. Advanced Features & Uses <ul><li>Twitter’s API (3 rd Party Applications) </li></ul><ul><li>Hashtags # </li></ul><ul><li>Tiny Hyperlinks </li></ul><ul><li>Metrics </li></ul>Tools & their original uses diverge over time.
    16. 18. Twitter's API (Application Programming/Platform Interface) <ul><li>Twitter’s interface is limited </li></ul><ul><li>API enables alternative user experiences </li></ul>
    17. 19. Twitter’s API Application <ul><li>Database </li></ul><ul><li>Tweets </li></ul><ul><li>Follow counts </li></ul>Controlled Access Request/Call
    18. 20. TweetDeck (Desk-top & Mobile) Groups
    19. 21. Seesmic (Desktop & Web)
    20. 22. HootSuite (Web)
    21. 23. TweetRiver - Premium
    22. 24. The Micro-link Economy <ul><li>Q: How can long hyperlinks fit into 140 characters? </li></ul><ul><li>A: URL Shorteners </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul>
    23. 25. Link Metrics <ul><li>Integrated into 3 rd Party Applications </li></ul><ul><li>User-level link data </li></ul><ul><li>Aggregate link data </li></ul><ul><li>Real-time Data </li></ul>
    24. 26. People Over Numbers
    25. 27. The Re-Tweet Is Sweet
    26. 28. People You’re Following People Following You Not Necessarily Following Each Other ReTweet (RT) RT
    27. 29. Search: Real-time
    28. 30. Contextualizing Twitter
    29. 32. The Pushbutton Web Pushbutton Sharing
    30. 33. Distributed Messaging Real-time feeds pulled from Twitter to RSS to FriendFeed to Blog
    31. 34. #Hashtags A hashtag demarcates a tweet into a #topic and provides searchable meta-data.
    32. 35. #Healthcare Chats <ul><li>#HCSM </li></ul><ul><li>Healthcare Social Media </li></ul><ul><li>Sundays 9pm EDT </li></ul><ul><li>@HealthSocMed </li></ul><ul><li>#HCMKTG </li></ul><ul><li>Healthcare Marketing </li></ul><ul><li>Fridays 1pm EDT </li></ul><ul><li>@HCMKTG </li></ul>
    33. 36. Twitter in Healthcare
    34. 38. On Twitter, Ask…
    35. 39. … And You Shall Receive
    36. 40. Source: Hospitals Are Adopting
    37. 41. Get Listed: Blogs Are Hard! Tweets Are Easy! Yes, but…
    38. 42. A Brief Strategic Time-out
    39. 43. Live-tweeting Surgery
    40. 44. Twitter & Crisis
    41. 46. CDC & Social Media
    42. 47. “ CDC encourages the strategic use of Twitter to effectively and inexpensively reach individuals and partners with timely health and safety information.”
    43. 48. CDC’s Twitter Metrics
    44. 49. Mayo Clinic on Twitter
    45. 50. Offer Practical Value
    46. 51. Help Find Clinical Trials Link: Using TrialX with Twitter
    47. 52. Suggested Uses <ul><li>Disaster Alerting & Response </li></ul><ul><li>Drug Safety Alerts </li></ul><ul><li>Diabetes Management </li></ul><ul><li>Medical Crowd-sourcing </li></ul><ul><li>Disease Tracking & Resource Connection </li></ul>
    48. 53. Suggested Uses <ul><li>Post-discharge Patient Support </li></ul><ul><li>Recruitment of Health Care Staff </li></ul><ul><li>Clinical Trial Awareness </li></ul><ul><li>Promoting Healthy Lifestyles </li></ul><ul><li>Health Care Marketing </li></ul>
    49. 54. HIPAA <ul><li>It’s possible to communicate w/o violating HIPAA </li></ul><ul><li>Hospitals are tweeting daily w/o complaints </li></ul><ul><li>Big Pharma is tweeting (most difficult industry) </li></ul>
    50. 55. HIPAA <ul><li>Staff Appropriately </li></ul><ul><li>Supervise </li></ul><ul><li>Audit </li></ul><ul><li>Set Policy </li></ul><ul><li>Shift Conversation to Another Medium </li></ul>
    51. 56. Warnings <ul><li>Twitter’s Architectural Problems </li></ul><ul><li>Security Risks </li></ul><ul><li>Twitter’s Management </li></ul><ul><li>Twitter’s Future </li></ul><ul><li>Uncertain Business Model </li></ul>
    52. 57. General Tips <ul><li>Do </li></ul><ul><li>Listen, Monitor, Search </li></ul><ul><li>Follow appropriately </li></ul><ul><li>Engage followers </li></ul><ul><li>Respond to replies </li></ul><ul><li>Offer value </li></ul><ul><li>Retweet interesting content </li></ul><ul><li>Thank Followers </li></ul><ul><li>Don’t </li></ul><ul><li>Spam </li></ul><ul><li>Auto-follow </li></ul><ul><li>Auto DM (exceptions) </li></ul><ul><li>Focus on follower #’s </li></ul><ul><li>Ignore followers </li></ul><ul><li>Self-boast </li></ul><ul><li>Get brandjacked </li></ul>
    53. 58. On Twitter Lead More Than You Follow
    54. 59. Questions?
    55. 60. About Phil Baumann Phil Baumann is CEO of CareVocate LLC, helping clients out with their online presence. Although he is a registered nurse with a background in critical care and drug safety, he actually started his career in enterprise accounting and treasury operations and has been interested in computer technology for over thirty years. He therefore brings a unique and valuable perspective to online collaboration technologies and communities. He blogs at . @PhilBaumann [email_address] 484-362-0451
    56. 61. Disclaimers <ul><li>Statements expressed are solely those of Phil Baumann on behalf of CareVocate LLC. </li></ul><ul><li>Products referenced herein are not sponsored nor endorsed with guarantees nor otherwise warranted. </li></ul><ul><li>Participants are encouraged to establish, practice and enforce safe, secure and responsible online policies and procedures. </li></ul>
    57. 62. Copyrights This work is licensed under CC 3.0 – Attribution-Noncommercial-Share Alike 3.0. Please attribute to Phil Baumann with a link to Please refer to Creative Commons for more details (