Twitter | Social Media University, Global (SMUG)

The Value of Twitter, Part I: Recommendation Engine

In honor of Shel Israel’s new book, Twitterville: How Businesses Can Thrive in the New Global Neighborhoods, which is coming out Thursday and in which I understand I am mentioned, I’m planning to do a few posts over the next several days on the practical value of Twitter for businesses.

I’m really looking forward to seeing the book. At the time I did my email interview with Shel we had not yet become officially active with our @mayoclinic Twitter account, and one of the points I made was that even without lots of interaction it’s smart for organizations to at least claim their “brand” name and automatically tweet with an RSS feed. From a purely defensive posture, it’s wise to have claimed your brand’s name on an increasingly popular social networking site like Twitter, to prevent someone else unrelated to your organization from “brandjacking” you. Our @mayoclinic Twitter activity has changed a lot in the last six months or so, and I hope at least some of that was captured in Twitterville. If not, that’s another reason for me to do a series outlining my thinking about Twitter today, and what I see as its main values for business in general and health care in particular.

On a related note, @PhilBaumann challenged @EdBennett and me yesterday to “sell” the value of Twitter for health care in 140 characters or less. Here was my response:

That’s as good a summary as I can do within a Tweet, and in this series of posts I plan to expand on those themes. But for the fuller exploration, I’m confident Shel’s book will be excellent.

So here’s my first contribution:

Lots of people don’t “get” Twitter, and the question posed by its interface: “What are you doing?” is responsible for much of the mainstream misunderstanding. Just as Second Life skeptics routinely quip, “But I don’t even have time for my first life!” there is a similarly common (and unimaginative) phrase used dismissively of Twitter: “Who CARES what I’m having for breakfast?!”

I sure don’t. Care about your breakfast choices, that is. But if you’re reading an interesting article online as you slurp your coffee, it may be really helpful to me if you “tweet” the link so I can read the article as I savor my gluten-free Corn Chex.

That’s one of the significant values of Twitter: it enables you to find others with similar interests, and when they see (and tweet about) an online news story that interests them, there’s a good chance you’ll think it’s worthwhile, too.

So while Google’s search engine is great when you’re looking for particular information that you know must be out there somewhere, one of Twitter’s values is that it helps you get notified about things for which you wouldn’t think to search.

So tonight, for example, I saw this tweet from @BradMays:

I clicked the link and it took me to this story that shows the viewership of the online video site Hulu as compared with the number of viewers for various cable TV companies.

I would never have thought to search for this information, but it’s interesting to me as someone who follows media trends, particularly comparing more traditional delivery channels like cable vs. Web sites.

And because @BradMays is among those I’m following on Twitter, I came across this information and have marked it for future reference. It might well show up in a presentation in the coming months. In essence, he served as an unpaid scout/adviser, helping me find interesting material on the Web.

But I still have no idea what he had for breakfast.

Portions, Servings and the SMUG Social Media Pyramid

I appreciate all the positive feedback and re-tweets for yesterday’s post on the SMUG Social Media Pyramid. We even have our first graphical representation (click image to enlarge), submitted by Jason Melancon from the Louisiana Public Health Institute (LPHI).

One point that Jason mentioned in his email deserves further amplification. He said “I think the servings on social networks (in my own opinion) should be per week as opposed to per day.” And this leads me to the discussion of portion size and servings.

Have you ever noticed after drinking a 20 oz. bottle of Coke, when you turn it around and read the label, that you’ve just swallowed 2.5 servings? Or when you nuke a bag of microwave popcorn, do you always share it with two other people, as the label would indicate you should?

Welcome to the world of unrealistic portion sizes, at least in America. It likely helps to explain our obesity epidemic, but it also has application when we’re looking at our SMUG Social Media Pyramid and what a “serving” is.

On the SMUG Pyramid, essentially any activity qualifies as a “serving.” The tweet I will do about this post is a serving. A reply to those who re-tweet is a serving. And tweeting a link to another interesting article is, too. Relatively easy to get your 6-11 servings per day.

In the social networking sites, the reason I have 4-5 servings per day instead of per week is because posting a link is a serving. So is interacting with someone who writes on your wall, or uploading a photo, or creating an event, or uploading a video.

At the higher levels, Web Video and Blogs, the criterion for what constitutes a serving is a little higher. You can’t do half a video, and you either publish a new blog post or your don’t. But the interacting you do on YouTube, for instance, actually falls more within the social networking servings. So your 4-5 daily social networking “servings” may include comment activity both on Facebook and YouTube.

The other point to remember is that a pyramid like this is just a general guide, and your situation may call for different portions. I’m 6’6″ and weigh (…well, let’s not get into that!) My food portions are going to naturally be bigger than a 5’2″ female. At least it’s how I rationalize eating the whole bag of microwave popcorn. And despite that, I know I don’t always get the five servings per day of fruits and vegetables that USDA suggests.

The SMUG Social Media Pyramid is just a guide; a framework for thinking about social media involvement. Unlike the USDA, I can’t say it’s based on scientific research. I also have to confess that sometimes I get out of balance with it, both in my personal accounts and at work. Sometimes I overload on Twitter, for instance, and don’t get enough servings of the others.

But just as you’re not going to drop dead tomorrow for failing to eat enough fruits today, there’s flexibility with your social media diet too. You’re looking for balance over time for maximum health.

In a future post I’ll discuss the real key to portion estimation, which is serving with your servings.

The SMUG Social Media Pyramid

This post has been rolling around in my head for some time, but was triggered by a discussion Sunday night in the #hcsm chat on Twitter. One of the questions that arose related to what (and how many) social media platforms hospitals should use:

Is it better to do one or two channels well, or spread thinly across lots of platforms? Will results be different?

When I talk about a “Social Media Pyramid” I’m not talking about a Madoffian Ponzi scheme, but rather something that is a combination between the USDA’s food pyramid:

And Abraham Maslow’s famous “Hierarchy of Needs”:

Those who have spent any time at SMUG know I’m terrible at artistic representations that involve drawing, so I will just draw a word picture of the pyramid I’m envisioning, which represents both a balanced social media communications diet (analogous to the USDA pyramid) and steps toward increasing accomplishment, satisfaction and social media fulfillment (as per Maslow.)

Maybe someone would be kind enough to contribute an artistic rendering, as we saw in the SMUG seal development (which will soon come to fruition.) If so, I will update this post with that graphic.

Here are the levels of social media involvement (or four basic social media “food groups”) from an organizational perspective, as I see them:

Microblogging is the base, both because it’s easiest to start and because you should have more “servings per day” of this than any of the subsequent levels. Here I’m thinking Twitter as the main choice, but within your enterprise you may want to use something like Yammer for employee-only conversations. Like the USDA pyramid’s base, 6-11 “servings” of Twitter per day is probably a good target, particularly if you are interacting in conversations instead of just pushing out information. It’s a great tool for networking with those who may share your organization’s interests, but with whom you don’t yet have an online relationship.

Social Networking is the next level up, and here I’m using Facebook as the example. A Facebook “fan” page for your organization taps into a potential user base of more than 200 million and enables richer interactions that go beyond 140 characters. This might have a Recommended Daily Allowance (RDA) of 4-5 servings per day, as you could post links to news releases, or add upcoming events, or upload photos or video, for example. Balanced use even within the Facebook platform is advisable: if you send Updates several times a day, you’ll quickly turn off your “fans” unless what you have to share is extraordinarily compelling. Trust me: it’s not.

Web Video. The platform of choice here is a YouTube channel, because it’s free and it’s the world’s second-largest search engine. You need to have some source of video, which is what puts this a little higher on the pyramid, because you’ll need to spend at least $150-$200 for a video camera. But having the ability to upload video that can be found on its own on YouTube, emailed or tweeted to interested folks or embedded in Facebook or your blog greatly extends your reach. The RDA is 1-2 “servings” but with a camera like the Flip that has a built-in USB port for uploading, this is reasonable. And even if you don’t make that target, putting up even a couple per week is a good start, assuming you have something to say.

Blogs. These are at the SMUG Pyramid’s peak. They provide multimedia platforms for embedding video, slideshows and photos as well as a venue for longer, more reasoned arguments (like this post.) They’re at the peak because they require greater commitment, and because fewer organizations have taken this step. While Ed Bennett’s Hospital Social Networking List contains 253 hospitals with Twitter accounts and 174 with Facebook and YouTube, only 31 have blogs. Yet a blog is where you can have, in Paul Harvey’s phrase, “The rest of the story.” You can tweet a brief message and then include a shortened link that sends people to your blog for fuller explanation and discussion. Unlike Facebook, your blog is available to anyone with a Web browser, with no membership required for full access. You should have at least one post (or serving) per blog per week to keep it fresh, but more frequent is better.

Here is an example of a post I did on our Sharing Mayo Clinic blog, in which I embedded an interview with a patient, Tom Vanderwell, who I met via Twitter. We’re also friends on Facebook, which shows how the tools all work together.

The SMUG Social Media Pyramid answers the question that arose in the #hcsm chat by giving both a prescription for a well-balanced social media diet and a progression to get there. Don’t feel like you need to be involved in every platform, particularly at first. Start with Twitter (because it’s easy) and then probably with Facebook, if for no other reason than to keep someone else from claiming your organization’s name. The only investment is your time. As you grow in comfort and capability, and as others in your organization join you in the effort, you can then move to the higher levels of the pyramid.

In a future post, I will deal with the question, “How do I keep up with all the new platforms that are being launched?”

What do you think of the SMUG Social Media Pyramid? Does it make sense to you? Do you see other essential “food groups” for social media that I’ve omitted?

RAQ: How can I update both Twitter and Facebook?

Here’s a question from yesterday (I’m paraphrasing):

I don’t do a very good job of keeping either Twitter or my Facebook status updated. Is there a way I can do both at the same time, or use Twitter to update Facebook?

Answer:

Twitter 110, which was developed more than a year ago, lists some options for this. One limitation though, and the reason I quit having Twitter automatically update my Facebook status, is that I tend to tweet a lot and often have replies, for example, that would not make sense to Facebook users who haven’t been part of the conversation. So my kids used to tell me, “Dad, your Facebook status is always really boring.” Or weird.

If you spend more time in Facebook, you can use the Twitter application within Facebook to send your tweets.

But here’s the way I currently prefer to work, using Tweetdeck. In Tweetdeck I can incorporate both of the Twitter accounts with which I work (@LeeAase and @mayoclinic) as well as my Facebook profile. That way I don’t have to be in Facebook or on the Twitter Web interface, but can update both simultaneously.

So I can select just to have updates sent to my personal Twitter account:

…or I can select to go both to Twitter and Facebook:

If I choose the latter, the Tweetdeck dashboard shows this:

And here’s what shows up on Facebook:

and on Twitter:

The nice part about having an application like Tweetdeck is that you can decide which messages are appropriate for which platform. And of course, as I say in Twitter 106 and in Twitter 152: Tweetcamp III, Tweetdeck or an application like it greatly increases your Twitter productivity.

I still don’t update my Facebook status as frequently as I should, but Tweetdeck makes it easier to keep the status updated without having to go to the Facebook Web interface.

How do you keep Twitter and Facebook statuses updated? Or do you even try to do both?

Is all health care local?

This presentation from John Norris caught my eye on Twitter because of how he promoted it through a tweet:

Give his presentation a review and then I’ll share some thoughts that he stirred in me (since I work for @mayoclinic, and particularly with our Twitter account.)

Hyper-Local Social Media and Healthcare

View more documents from JohnNorris.

I think this slideshow has a ton of useful ideas for a hospital interested in using Twitter or similar tools effectively. Phil Baumann’s 140 Healthcare Uses for Twitter is another good read.

When John says “All healthcare is local” that’s true…except when it’s not, just as Tip O’Neill’s “All politics is local” was occasionally trumped by national issues.

I would instead say “All healthcare is personal.”

And social media platforms are, above all, personal.

Most of the healthcare people get is local. But sometimes they look outside of their local for specialized expertise. And part of the power of social media is that it makes that expertise available to a community that can be globally dispersed.

But as John points out, the social tools (including Twitter) can be extremely helpful for a local community, too. Just because a Twitter community can be global doesn’t mean it has to be, or that the only worthwhile Twitter efforts are those with thousands of followers.

Ed Bennett’s list of the hospitals with most Twitter followers was interesting and fun, but as he says, you shouldn’t read too much into it. A hospital with a few hundred followers could be providing a great service and interacting with that local community.

The point is to be of service to the community, whether it’s geographical or interest-based. If the information you provide is useful, and if you can interact with that community, the activity can be valuable both to you and to the people you serve.

For example, people might want to follow and interact with @mayoclinic AND their local hospital (e.g. @InnovisHealth in Fargo, ND), and maybe a service like John is providing in Corvallis, Oregon called @CorvallisHealth. They would be likely looking for different information from each source, and to have different conversations with each.

Twitter lets users (including each hospital/corporate user) decide on suitable goals that meet their objectives. As John suggests, don’t let someone else’s Twitter strategy have too much influence on you. Look at what Twitter can do, and what you can do with Twitter, and decide what makes sense for you.

Then go for it, without worrying about “competition.”

I’m looking forward to learning about lots of other innovative uses of Twitter at the Health Care Social Media Summit Mayo is hosting in October in Scottsdale, Ariz,, co-sponsored by Ragan Communications.

If you’re using Twitter in an interesting or different way, I’d love to hear about it and help spread the word about it. By sharing what you’re doing, you may spark ideas in others. Not that they would necessarily do the same thing exactly, but it may help them see connections they could make in their communities.

And since most health care is local, you can just feel good if someone in another community can gain from what you’ve learned.