On Monday, Slate ran an article from Future Tense by Evgeny Morozov called Warning: This Site Contains Conspiracy Theories – Anti-vaccine activists, 9/11 deniers and Google’s social search. The article is based on a recent study in Vaccine that examined the strategies, tactics and content of several anti-vaccination websites. I would highly recommend reading the study if you have an interest in online science-based communication.
The study’s author, Anna Kata of the department of anthropology at McMaster University, outlines how anti-vaccination websites increase their own relevancy in Google search results through a myriad of what is essentially SEO, one-way and three-way link exchanges.
While Kata briefly notes possible solutions to the SEO issue, Morozov goes a step further by recommending two possible solutions: 1. A browser extension that would ‘red flag’ websites that use anti-science keywords and 2. For Google to “exercise a heavier curatorial control in presenting search results.”
I take issue with both of these proposed solutions. Before I go forward, in order to ward off starting any conspiracy theories of my own, I would like to state explicitly that to the best of my knowledge Google isn’t investigating or implementing either of the options suggested by Morozov. Continue reading
I don’t think it would be a stretch to say that social media marketers get a little defensive when asked to quantify the ROI on their campaigns. Often because those at the helm feel social media is asked to defend its use, where traditional media is not, but more frequently the defensiveness comes from an inability to measure.
Those in the non-profit realm are faced with another layer of complexity on top of the ROI question: public health and social marketing campaigns are typically difficult to measure and assign a “dollars saved” amount to, especially for short campaigns. Despite this, health communication and social marketing campaigns have a greater responsibility to measure our campaigns and we need to do so honestly, accurately and transparently.
I’ve recently been able to review a handful of health digital media campaigns and it shouldn’t be shocking that they were either measured using the wrong metrics or have been declared successes using the right measures, when they were anything but. Continue reading
2012 has arrived and the internet has been inundated with social media marketing resolutions posts.* After reading a handful, I feel like I’m suffering from a buzz word hangover.
I love my digital media colleagues, and sometimes we’re all guilty of throwing in one too many industry buzz words where just one would do. *Cough*Cough* influence, tribe, engagement, sentiment, optimization, monetization, synergy, innovative.
As a professional resolution for 2012 I have resolved to use fewer buzz words, and more plain language. With this in mind, as my first test, I’ve put together a few resolutions for those running digital public health and social marketing campaigns to consider this new year.
I’m not a doctor or a grief counselor but social media has turned me into one and it is turning us all into first responders, for better or worse.
Last year a friend posted Facebook that she was going to take her daughter, who had a fever, to a minute clinic to get her annual flu shot. Her reasoning seemed sound at first blush: She was tight on time and her daughter was already sick and already miserable, so why not bite the bullet and do it now?
Several friends had weighed in on her status empathizing with her predicament. I jumped in an urged her to wait at least 48 hours after her daughter’s fever had broken to have her vaccinated, or at least take her daughter to a walk-in clinic that night where a physician would oversee the immunization. After my comment, my friend called the on-call nurse who told her the same thing. Continue reading
When I was in my mid-20s, like most, I went through a career shift. I had moved to the States with my husband and found a job at a company I liked, but didn’t feel purposeful. I was 27 and knew it was time to go back to school.
I started taking classes at a local in-state university and settled on communication. I liked it well enough, I had been doing it for years and I told myself that I could work for a non-profit when I graduated and somehow change the world that way.
At the same time the H1N1 pandemic flu outbreak began to garner attention on the news. I paid little attention to it. I had always gotten my flu shot, less out of a greater responsibility to prevent the spread of the flu, but because I didn’t want to get the flu myself. At the time, I reasoned that I would get the H1N1 flu shot once it was opened up to those who weren’t in a priority group. Until I could get the shot I reasoned that I wasn’t likely to get H1N1 and that it wouldn’t be severe if I got it.
Sound familiar, risk communicators?
Then I got it. Continue reading