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Strategic Social Media comes around Spring Quarter at the University of Oregon. Look for new content in April 2010.

Do It Collaboratively To Save The World – Health 2.0

May 26, 2009

I believe the power of crowd.  I think it is the reason that people can keep improving and moving forward.  Most of us already knew Web 2.0 and some applications around it.  However, there are still too many things unknown or unsolved in the world.

Regarding to those unknown/unsolved things, I am sure that, as human beings, we are more desperate to find the cure for many diseases.  Scientists can explore more possibilities for curing those diseases with the help of improved technology and latest findings.  However, more and more unsolved/uncured diseases are found at the same time.  Maybe there is a way to collect all the information and to share the knowledge for people that can utilize those resources to solve these incoming problems.  I believe it is the concept of Health 2.0 that can help people to solve those problems in the future.

From the definition of Wikipedia, Health 2.0 is the participatory healthcare characterized by the ability to rapidly share, classify and summarize individual health information with the goals of improving health care systems, experiences and outcomes via integration of patients and stakeholders.

Information updates/Communication tool: People can use RSS, podcast, Blog, Twitter, or Google to update the situation to stay informed.  Medical officers and pharmaceutical reps can also use certain tools to communicate with each other efficiently.

Example – American Well:
American is a tool that makes patients and physicians save their time for each other, which provides an immediate health service to patients.

Education: People can use Podcast, Flicker, YouTube, or Blog to learn about health knowledge, information, or the application of medical tools.

Example – Healthocrates:
Healthocrates is an Internet based wiki medical resource, which offers the medical information for everyone who can make the online connection.

: Professors, MD students, Doctors, or Nurses can utilize Google, Wiki pages, or some Web 2.0 tools to use in daily practice for medical professionals or to share the latest medical research results to share the information. On the other hands, patients can also utilize the power of Web 2.0 to offer the review of medical care services in order to share the information and force these medical service improve.

Example – HealthGrades:
HealthGrades is the leading Healthcare rating organization, providing ratings and profiles of hospitals, nursing homes and physicians to consumers.

Data sharing: People can share their medical information online to help medical professionals conduct researches to move forward and can use their information to make their customized disease history, resulting a fast medical operation time.

Example – CollabRx:
CollabRx builds and operates Virtual Biotechs for foundations and patients who urgently seek cures for their diseases. For physicians and their patients, CollabRx collects their information to increase the database of certain disease in order to find the cures.

Privacy: The patient’s medical history are saved online and could possibly be exposed.  It is convenient for people to save the data or information online, but it is somehow unsecure for everything online.
Quality: The quality of user-generated content is always an issue for Wiki page.  Yes, people will say that people can always find something wrong and fix it right away.  It’s the process of Web 2.0 that utilizing everyone’s effort to make things better.  But we are not sure that people make contribution to the contents have the specific knowledge regarding to our health.  For viewers without medical backgrounds, they can mislead by the wrong contents made by people without specific knowledge or background as well.

In the end, I still believe that the concept of Health 2.0 will be a good way to help people improve and solve the problems.  I understand it’s not perfect, but nothing is really perfect.  What we can do as human beings is to find the better way to keep moving forward.  And the approach of 2.0 is a way to keep people moving forward.  In the future, we are definitely expecting the concepts of Health 3.0, 4.0, or even 5.0 to help us solve those problems.

Health 2.0 from Wikipedia
A Quick Introduction to Health 2.0 by Christopher Ritter
Posted on

David Yu


Why Social Media Makes Sense for Non-Profits

May 26, 2009

There are plenty of reasons why social media is helping to advance the goals of a whole list of organizations.  From the community building aspects to the informational help the internet has become a place where non-profits can thrive and here are a few reasons why:

It’s Easy to Donate!

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Sites like Global Goods Partners make it easy to buy products that directly benefit. These sites empower users through their purchasing power.  Global Goods Partners actually allows users to learn about the people they are buying goods from.  People can buy items based on a geographic region, The site is connecting people who literally would never have made contact before and connecting them through the sale of a product that benefits them both.  People want to do good and if they know their purchases are directly helping people in impoverished countries they will do their part.

Global Goods Partners Site

Connecting People
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The March of Dimes provides a great success story.  They created their own online community for parents of babies that have been born into natal intensive care units for a variety of different reasons.  The “Share Your Story” page is an online this works not only because people are able to connect to each other and tell their stories.  Members can just post short stories about their experiences or actually maintain a blog on the site.  The way the site fosters a real sense of community is unique in that it’s not all about the organization but about bringing people together who can help support one another.  The site not only allows people to connect with others going through similar experiences with babies with health complications but it also provides a way for potential donors to see real testimonials of the people that the March of Dimes is helping.

March of Dimes Share Your Story Site

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Another really powerful way the site is connecting people is through photos.  Members can post photos of their newborns on Flickr.  The pictures put a face to the cause and in the March of Dimes’ case the photos really pull on the heartstrings of both donors and other community members

March of Dimes Prematurity Awareness on Flickr

Not a Push Medium!

Quiz time:  Which form of solicitation would you choose?

A.    Making dinner-time phone calls to heads of households asking for donations
B.    Strategically advertising on the web, based on demographic analysis
C.    Making and easy-to-use-and-access website to allow people to better understand and interact with your organization.
D.    Getting in on conversations that have to do with your organization’s values and goals.
E.    B, C & D.
I would say that the answer is E.  Why would you want to be a pesky, hated, despised, telemarketer when you can be so much more?  Instead of people loathing calls for donations for your organization that push people away, you can show the good that your organization does and provide easy ways for people to seek YOU out.
Interactivity is key in the online world. No longer do people have to be solicited but instead they can seek organizations out.  By having an organization at the forefront of Web 2.0 technology nonprofits can set themselves apart.

Go Find People!

Odds are that there are probably already communities of people online who are rallying around causes similar to yours.  By finding people who are already interested in what your organization is trying to do you are going to get some guaranteed followers and supporters.  But instead of trying to get those people to change everything they are doing online in order to participate in a conversation with your organization you go to them and provide your comments and support in an already existing, vibrant space.  Using something like technorati’s blog finder is a great way to start looking for the movers and shakers of the web 2.0 world who have a stake in your cause.

Picture 5 Technorati Blog Search

I have only scratched the surface with this blog post!

There are plenty of other people writing about how to use social media tools to work for non-profits.  One of the best blogs on the subject is:

– Erin Champion

Action Sports in Social Media

May 26, 2009

We’ve all seen the reports on how many Twitter followers Shaq has and how he likes to tweet during games. You might even go to to follow your favorite MLB, NBA, and NFL stars. But you know who you haven’t heard about or seen on Guys and girls who kill it in the action sports industry: Shawn White, Tara Dakides, PLG, Tony Hawk, and Mick Fanning. All of whom are active tweeters with great posts and thousands of followers. You can find them all at or follow @actiontweeters.

IEG Sponsorship Report Action Sports Roundup

IEG Sponsorship Report Action Sports Roundup

Action sports, which some people used to call “Extreme Sports” and please don’t do that, has become a significant portion of the sporting goods market with a number of disciplines including boardsports (skate, surf, wake, and snow), motorsports (MX and rally), BMX, and endurance (triathlons). Sponsorship spending on action sports was at $147M in 2008 and is expected to grow 2.2% in 2009 according to a May 2009 Action Sports Roundup by IEG.

Ok, so what about the rest of Social Media? You’re probably wondering when I’m gonna get to that. Give it a second…. wait for it… ok, I’ll do it now.

Aritz Aranburu at Billapong Pro Tahiti

Aritz Aranburu at Billapong Pro Tahiti

Social Media has allowed action sports participants, fans, and avid enthusiasts, such as myself, to follow the sports they love like never before. Major media coverage is still limited to the larger events such as the ESPN X Games, The Alliance of Action Sports Dew Tour, and IMG’s Hurley US Open of Surf. But what about the people who want to follow the Billabong Pro Tahiti? No TV coverage, no problem! You can follow all the action from @billabong1973 or watch it live at Want more event hotness? Follow @allisports for all the Dew Tours, Gatorade Free Flow Tour, Maloof Money Cup, and the King of Wake series.  Triathlons more your gig? How about following @escapealcatraz to get all the latest news on that event or information on triathletes and events around the globe. The newest kid on the block is, just launched this month. They map and connect you to all the events that are happening in your area.

All right, so I’ve mentioned Twitter a lot right, but action sports social media goes way beyond that. Are you LinkedIn and want to find a job in the industry? Try joining groups like Action Sports Industry Jobs or Action Sports Connect.  Best place to find job postings is  They connect you to all the latest openings and info on the companies.  Everybody loves Facebook. You can become a fan of Nike 6.0, Hurley, Element Skateboards, 5150, and the list goes on and on.

But what about a site that is dedicated to action sports social networking? Got you covered. Check out A site dedicated to everything action sports from following news stories to videos, also lets you build your own personal profile. You can try Loop’d Network who just secured $800K of funding to grow an online network for action sports. Loop’d allows athletes to promote themselves and possibly land sponsorship deals.

Just looking for industry news? I’ve got Transworld Business as my homepage and you can also subscribe to their RSS feed. More interested in Euro action sports news. Nailed it! Go to for everything that’s happening in Euro surf/skate/snow business.

Did I forget blogs? Nope, got you covered on that as well. compiles all the best action sports blogs and their site name refers to the latitude of where they are based, Los Angeles, the Mecca of action sports. I also like whose stated goal is to:

“help Action Sports brands, athletes, and events listen, understand and most importantly engage in Social Media by having meaningful conversations with people and igniting positive word of mouth.”Broader

So do you want me to keep going? I’ve got more. I can do this all night if you want me to. What’s my point? It’s simple, action sports is making its presence known in the world of sports and social media is helping them take huge strides. The athletes aren’t quite making the big bucks of Kobe or Manny (cough… steroids), but Tony Hawk earned a cool $12M and Shawn White pulled down $9M in 2008 according to Forbes. Both of whom are active tweeters.

The action sports presence in social media has me excited because it gives more exposure to the athletes, events, and fans. Now that’s something that’ll put a smile on my face.


Adam Errington Red Bull Wake Lab Tempe

Tom Czarnowski

Getting engaged: are we making a difference?

May 25, 2009

Setting an objective that has community and organization equally in mind is at the heart of a comprehensive campaign strategy to measure how well you are engaging with your online community, according the Kami Watson Huyse, Principal of My PR Pro in Texas.  Via Skype on May 20, Huyse presented to the J4/512 class on the “Tools and Techniques to Measure the Effectiveness of Social Media” in the Web 2.0 environment, based on the communication process model by Wilbur Schramm.Communication Model

What do you want to measure?  A lot of measurement is taking the time beforehand to make a determination. The benchmarks to measuring online engagement should be pre-determined before putting out communications, and applying traditional measurement to online measurement is a “no-no” as it would be like comparing apples to oranges.

Finding that “sweet spot” between the interests of an organization and what the community needs is where you would want to set up your relational objectives.  Work to set up a community by bringing something to it (i.e., new resources, information, Web site).

Huyse outlined the “Trinity of measurement” – interest, attitudes, and actions.  (Web analytics fall in this interest area.)  You can find out how many times a user came back to your site, what they looked at (i.e., video, images, blogs), and for how long.  Measuring interest is important and the easiest one to get.  Finding out a person’s attitude towards your brand takes more work and would require surveying people. There are online products you can use to survey people.  Corporate players are using those on web sites that include rating systems to give you ideas on what people think.  Actions are the “Holy Grail” – what do people do because of your campaign?  Huyse contends that actions are easy to measure if you decide beforehand what you are looking for.

Measuring interest

External Tools:


Google – measuring quality of rankings

Radian6 (paid service) – monitoring who is talking about you.

Internal Tools:

Google Analytics – great if you have a blog and it’s free

Web Trends (commercial packages) – site meter

Huyse presented a case study of a 4-week marketing campaign for Budget Rent A Car by the marketing agency BL Ochman, called “Up Your Budget Treasure Hunt.”  Using “buzz” marketing to build online social media community, their direct outreach was to bloggers. In this contest, clues were placed in 16 cities around the country, and videos that hinted at locations were produced. Winners would receive $10,000. More than 1800 people registered to play.  Nearly 300 stories were written by treasure hunters on the blog.  900 comments were made on the two blogs.  The clue videos were downloaded 43,906 times.  Within 4 hours of the site’s launch, they were getting a new registration every three minutes. Although the data was impressive, it didn’t tell you how people thought of the brand.

Measuring attitude

Finding out how people feel about you and your brand, and how you engage people on blogs can be measured in different ways depending on the benchmarks you are using. Huyse recommended measuring the level of conversation, share of conversation, and tonality of comments and posts (positive, neutral, negative). How you are being promoted (or “bashed”) and by whom, is important information that can have an effect on your marketing strategy. Does the content of your site reflect what you are trying to accomplish?

Tools:           Net Promoter Score = % of promoters – % of detractors

indicates how much you are being promoted and by whom

Optimum Content Score – did the content reflect what you are trying to accomplish?  In social media, it is hard to determine but is useful for people with serious reputation issues.  Katie Delahaye Paine was cited for this tool.

Huyse cited Avinash Kaushik’s web site for free tools for measuring relationships that answers the questions: 1. How satisfied are my visitors?  2. What are my visitors doing at my website? 3) Are they completing what the set out to do?  4. If not, why not?  She also cited Linda Childers Hon and James E. Grunig’s Guidelines for Measuring Relationships, which provides questions to ask of your audience or community in order to find out how they are with you.

Huyse presented a case study of Dell’s successful campaign to build relationships with bloggers after having experienced negative feedback from Dell users.  Direct2Dell Online Engagement blog site addressed the negative comments. Dell started talking with its customers online and created a platform called “IdeaStorm” that allows customers to present ideas.  Ideas are voted by other bloggers, and Dell takes a look at them.  Huyse sees this idea of “voting up” on ideas, being used more and more by organizations.

Measuring actions

For organizations that measure sales, measuring actions and business results may be the most important data to follow (i.e., cost comparison, revenue raised, subscribers, funds raised, items sold).  Are you providing a product or service that people want?

Huyse presented several case studies of social media awareness campaigns that brought favorable outcomes, including the campaign of the ASPCA (American Society for the Prevention of Cruelty to Animals). The ASPCA wanted to increase traffic to their Web site and were considering three approaches.  When the recall of the tainted pet food from China was announced, this health alert had put ASPCA’s toxicology experts on the front lines of the crisis.  They capitalized on that and utilized a blog site to report on their findings.  As a result, people thought more favorably of the ASPCA and support increased.

Another example of an effective use of social media tools is the awareness campaign for the newest roller coaster/water ride, Journey to Atlantis at SeaWorld San Antonio.  Built ahead of schedule, the organization did not have sufficient marketing dollars on hand to spend on traditional media, so staff decided to try social media.  They developed and implemented measuring objectives. In the survey, two questions were asked – how were they made aware? And, why are they visiting that day?  The most important measure to them, of course, is how many people showed up.  The results revealed, among other points, that more people found out about the new ride from the Internet than TV, and influenced $2.6 million in revenue.

These case studies illustrate the idea that if the product or service you are providing fills a need, sharing your story utilizing social media tools would probably attract a large following.  By listening and responding to consumers, and building relationships, you would cultivate customer loyalty at minimal monetary expense and maximum ROI.

Katie Paine’s Super Six Steps to Measurement

  1. Define your stakeholders
  2. Determine which metrics to use
  3. Benchmark against yourself or your competition over time
  4. Pick your measurement tool and technology
  5. Analyze the results and start over

Once you can prove you are adding value, people will look to you to partner with on meaningful projects in the future.

By Miriam Alexis Jordan

When to Avoid Social Media.

May 23, 2009


Social media has become impossible to ignore. You are either involved in it or out of the loop. Some businesses and institutions are joining social media solely to keep up with the trends. However, social media is not for everyone and it’s important to understand when not to use it.

In a recent article written by B&B, a magazine for marketing strategists, it listed a few scenarios in which social media should be avoided. With a few of these tips along with some of my own, I compiled my list of five situations where a brand should avoid the use of social media.

1) Do not use social media if your company has legal, regulatory compliance, or information that you do not want to talk about. It is important to remain transparent and authentic when using social media, so you must be able to communicate openly with your users.  Rather than curving conversation around a topic, just avoid the use of social media entirely. One of the most important reasons to be involved in social media is to create an outlet that allows for two-way communication with users. If you can’t have this communication, why use social media?

2) Do not use social media if you don’t have time to invest in it. Social media requires a lot of time no matter what outlet you decide to use. Whether it be a blog post or a tweet, you must respond and react quickly.  People will lose interest if they don’t get a response or automatically assume you don’t care. This backlash will not benefit your company!

3) Do not use social media if you’re audience doesn’t use it. If you have only a few customers or your audience does not involve active social media users, it is more beneficial to use other tactics.

4)  Do not use social media if you are just trying to sell something. Social media allows for tw0-way communication with users. If you are constantly trying to sell something and push information on your audience, they will be annoyed and ignore you. Instead, provide them with a reason to listen.

5) Lastly, do not use social media without an objective (or “just to use it”). Without having a purpose, there is no reason to use social media. You are just wasting your resources!

Social media is an excellent marketing tool but it may not be right for a specific audience or brand. Before diving into social media, companies should research and determine whether or not these scenarios apply to them. This research will help  save valuable time and money.

By Niki Inouye

Find me on: | Twitter | Blog |

Will Blog Disappear in 2020?

May 23, 2009

Social networks and blogs are two major online communication tools today. Many people own blogs, and they share information via blogs and other social media. Do you think you will post something on a blog, or look for information through blogs10 years later?

marketflow1 says you are not going to use a blog and social network in 2020.  It posts interesting graph that analyzes past communication systems and predicts future systems. In 19C, local marketplace is the major communication system, and people cannot know what happens in other place far from where they live. In 1990s, traditional media took the place of local marketplace. As you can see on the graph, traditional media have longer hey days compared to blog and other social media. According to the, all media until website have a static and passive form of information. It says because of popularity of social networks, blog is getting in trouble.  marketflow10

In 2009 today, Blog is still a major communication form with social networks. The graph predicts that the use of blogs is going to be decreased next year, and not so many people will use blogs as their communication tools in 2020. In 2002, social news will be a major communication tool, and that means everyone can publish news and share the news on time. According to, “social news is about getting news from the source, directly, and unfiltered.”marketflow11

Interesting point in the graph is that targeted information will be another major information people in the future will get. So, 10 years later, you will get the information from two totally different concepts of communication tool: one is totally unfiltered, and the other is totally filtered.

By Minchan Bae

Celebrities on Twitter

May 21, 2009

Celebrities have jumped on the Twitter bandwagon, but many have questioned if this is a good thing for Twitter and social media.  My response to this is to ask how celebrities using Twitter is any different, or less authentic than companies using Twitter? A celebrity can be thought of as brand and must address the same issue a brand does. As with most brands it would be said that celebrities would be missing out if they weren’t on Twitter and a part of the conversation.

With that being said celebrities should be thinking of their presence on Twitter as a PR and should act accordingly. Some celebrities understand this and use Twitter to expand their brand, or add to their brand image by joining the conversation. There are many celebrities that have an image that has been created and defined by the paparazzi. Twitter has provided celebrities, like companies, the opportunity to define their own image.

Some have capitalized on this opportunity and some have failed miserably, while others have just added to the social media noise. Lets look at an example of a celebrity that has been successful on Twitter and one that has failed.


Tony Hawk got involved with Twitter and decided to try to use it for a Twitter Treasure Hunt for Skateboards hidden in different cities across the globe. He hid approximately 60 boards (2-4 in each city) and then tweeted their location. This was a creative way to add to the conversation and community that goes beyond self-promotion.

Picture 2

 Here is a video of Tony Hawk talking about Twitter and the treasure hunt:


Lil Wayne (@ThisIsLilWayne) has only found Twitter as a place to promote himself. It is obvious that the rapper has no interest in listening to his fans, or having a two-way conversation, if you look at the number of people that he is following on twitter compared to the amount of followers that he has (7 vs. 94,975). 

Picture 1





By Nick Johnson