Twitter And Health Care


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Presentation 10 April 2010 at Get the Scoop: Media & Health -- University of Washington, Seattle

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  • Social Media : new era - traditional gatekeeper role diminished : gone is the audience as passive vessel for information
  • In medicine, the gatekeeper has traditionally been the doctor’s office. Research from the Pew Internet & Life Project shows that 61 percent of adults seek health information on line . Active audience : conversation, participation
  • Hospital Social Media Accounts 540 hospitals – January 2010 227 YouTube 419 Twitter 326 Facebook 67 Blogs Source:
  • What is twitter?
  • Differentiate Twitter from traditional medai.
  • The “but why do people want to know what I had for breakfast” tweet/pushback.
  • Note: verified account – ratio of followers to following – listed number
  • TweetStats for CDCEmergency shows H1N1 spike
  • Tweet Stats for CDCEmergency : @ replies and RTs shows type of conversation
  • RT example : CDCEmergency
  • Promo Example. The bulk (85 percent) of Mayo Clinic tweets are promotional or links to health-related resources, Aase invites people to submit their questions as tweets using the Mayo Radio hashtag (#mayoradio), both before and during the radio show while it is live.
  • @Reply Example Be sensitive to answers that shouldn’t be made public and the limits of Twitter’s 140 characters
  • Crisis Communication Example: In August 2009, two employees of an ABC Disposal Inc.,a household trash transfer station, were rushed to intensive care and another 100 people were sent to Boston-area hospitals after a chemical release.
  • Promo example Children’s Mercy used Twitter in the operating room as a way to reach the geographically disbursed community that was vested in a young boy’s story
  • Promo example August 12, 2009, Children’s Mercy handed the hospital’s Twitter account over to Shari Flanagan to tweet before, during and after her daughter, Caity, had surgery for Crohn’s disease
  • WHY social media as a communications tool? Mobile : ubiquitous
  • Mobile ubiquitous : three generations
  • Mobile ubiquitous : The fourth generation
  • Twitter And Health Care

    1. 1. Twitter & Health Care Get the Scoop: Media & Health University of Washington – 10 April 2010 Kathy E. Gill @kegill @
    2. 3. 61%
    3. 5. +
    4. 8. A New Genre <ul><li>Private messages made public </li></ul><ul><li>Broadcast versus Converse </li></ul><ul><li>D versus @ versus RT and #hashtags </li></ul><ul><li>Follow versus Friend </li></ul><ul><li>Favorites and Lists </li></ul><ul><li>Nibble v Full Course </li></ul><ul><li>Four organizations </li></ul>
    5. 21. Take-Aways <ul><li>Inexpensive, Immediate, Personal </li></ul><ul><li>Hard to measure, easy to mis-use </li></ul><ul><li>Mobile devices soon to be key gateway to our digital world </li></ul>
    6. 22. Credits <ul><li>Examples from forthcoming book, Brands L.E.A.P. Into Twitter , edited by Kathy E. Gill (@kegill). Hospital examples based on work by Anita Beninger (@anitamedia) </li></ul><ul><li>Locked gate : </li></ul><ul><ul><ul><li>Megaphone, </li></ul></ul></ul><ul><ul><ul><li>Woman with mobile phone: </li></ul></ul></ul><ul><ul><ul><li>Man with mobile phone: </li></ul></ul></ul><ul><ul><ul><li>Three generations with mobile phone: </li></ul></ul></ul>
    7. 23. CC License <ul><li>Share&share alike, attribution, non-commercial </li></ul><ul><li>Kathy E. Gill </li></ul><ul><ul><li> or @kegill , @kegill_uw </li></ul></ul><ul><ul><li> and </li></ul></ul>