Despite having more than 400 million active users, Facebook still has its skeptics.  Some common complaints I’ve heard:

• “It’s a waste of time!”
• “Who needs an update on what I’m eating for lunch?”
• “Why do I need to be a Fan of anything?”

Okay, sure. My status updates aren’t always riveting or note-worthy (see: “Dear Coffee, Marry me. Xoxo, Kelly”) and I’m not ashamed to say I “like” a Fan Page called “I Don’t Feel Like Folding My Laundry So I Just Restart The Dryer.”

But while I’m not alone in using the Status Update and Fan Page for innocuous fun, some people are using these basic Facebook features to help improve their health…and even save their own lives.

Like this guy, who decided to quit smoking and inadvertently created a support group among his Facebook friends simply by updating his status with the number of days he’d been smoke free.  As his friends followed his progress, they “liked” his status as the number of days increased and left comments of encouragement when his updates expressed wavering resolve.   Having a virtual audience to not only hold him accountable but also to offer him support no doubt helped contribute to his continued success.

Then there’s this woman, who is using Facebook to help her find a kidney donor.  Living in a state that ranks among the nation’s lowest in percentage of licensed drivers who are registered organ donors, she got creative and set up a Page called “Mel Needs a Kidney.” As of the end of May, she had heard from about 100 people who offered to get tested to see if they were a match.  In addition to increasing her chances of finding a donor, her efforts are also helping raise awareness of organ donation and registration in Michigan.

So while it’s true many Facebook users limit their activities to tending virtual farms or tagging friends in party photos, there are some who are using the platform to improve their lives.  And that’s something I’ll “like” any day.

Earlier this year, I showed how online engagement after the earthquake in Haiti helped prove that people are using social media to connect with others in meaningful ways.  Today, I bring you yet another example, this time in relation to healthcare.

A new study reports that 40% of online consumers are turning to social media for health information.  And they’re not just talking about medical conditions, diagnoses, treatments and news.  The study found the primary reason for using social media was emotional:

“…many healthcare social media users want reassurance, support, and a sense of intimacy from people who are going through a similar experience.”

But according to a recent New York Times article and Pew Research report, this won’t come as a surprise to the many Americans affected by chronic illnesses.  Over the last few years, social networking has become a lifeline for many who are living with a chronic disease or life-changing condition.  By blogging, chatting and engaging with others on social networking sites like PatientsLikeMe, Diabetic Connect and CureTogether, they are able to share advice, war stories and empathy with others in similar situations.  Best of all, this can all happen from the comfort of home, a great advantage for those whose illness has left them homebound.

As social media continues to grow, look for more hospitals and physician practices to better connect with patients (and ultimately improve the patient experience) by complementing their informational Web content with virtual support groups and online forums.

In the wake of the earthquake that devastated Haiti on January 12, social media is proving once again to be a powerful tool for sharing information and raising funds in times of crisis.  Check out these stats:

• Three days after the earthquake, 3% of all blog posts were related to Haiti’s earthquake.
• By January 15, the American Red Cross’ Twitter account had gained more than 10,000 followers.
• By January 22, 42% of Facebook users in the United States had donated money or goods to aid Haiti relief  -  23% of these donors did so via text message.  
• More than $25 million has been raised for the American Red Cross’ relief effort in Haiti through $10-donations made by simply texting HAITI to 90999.

These figures help reinforce the belief that people turn to social media not just to consume information, but also to connect and engage in meaningful ways with organizations and each other.

Transparency in quality reporting goes both ways.  Good ratings – and bad – are posted every day for all kinds of products and services. When it comes to health care, I absolutely believe in transparency and public reporting of quality and patient safety measures. In fact, right now we’re in the process of creating a brand new “Quality Matters” microsite for one of our clients.

Recently, MSNBC reported that some physicians were having patients sign “gag order” waivers to prevent their ranting on review Web sites. Unbelievable.  Would you trust a physician who required you to sign such a document? Allowing patients to review doctors on Web sites is not only is in the best interest of consumers and public health, but it is also a matter of freedom of speech. In fairness, however, I believe doctors should be exempt from federal privacy laws that prevent them from publicly responding to patients. 

As healthcare marketers, we may not be able to change federal law, but we can help manage the reputation of our physician clients on these Web sites.  Here’s how:

1. Use a username that clearly identifies you as a representative from the practice, such as OfficeMgr_SmithMedical, with proper contact information in the user profile.
2. Acknowledge comments with replies that let reviewers know you are listening (without, of course, acknowledging patient name or identification).
3. Direct patients to contact a specific person at the practice to voice concerns and resolve issues.
4. Encourage reviewers to continue the conversation with your practice.

Any healthcare marketer worth her salt knows that women are the primary healthcare decision makers in America (although, with the current economy, some suspect the tide might be turning).  So when I saw an article on how to market to women on Facebook, I couldn’t help but be interested.  Because women make up more than 56% of the overall Facebook population, it’s a great place for your hospital or physician practice to connect with its core audience.  But how do you keep these decision makers engaged? 

A couple of my favorite tips from Mashable:

• Quality Counts:  Annoy your female fans with spammy updates and be prepared to face the wrath of the “hide” button.  Remember, they can remove your marketing messages from their news feeds with the simple click of a mouse.  And, of course, out of sight = out of mind.
• Provide Utility:  Give your fans something to look forward to on a daily or weekly basis by regularly posting helpful tips or practical ideas that can improve their health or lifestyle.
• Give Fans a Voice:  Make your fans feel involved by creating a two-way conversation and asking their opinion.  Bonus: You have an instant focus group at your fingertips.
• Keep Your Fans in the Loop:  Update your fans about current goings-on, good and even bad.  With the rise of transparency in healthcare, Facebook can be a great venue to help address negative news before it gets out of hand.

How does your organization use Facebook to engage its female audience? Please post your ideas in a comment below!

While Twitter is hoping to find a way to monetize its operation in 2010, many people have already discovered how to use the microblogging site to raise funds for worthy causes.

Back in November, I blogged about a movement that used Twitter, Facebook and mustaches to raise awareness and money for men’s health.   Today, I stumbled upon another fantastic fundraising campaign: BlameDrewsCancer.

The story: When Drew Olanoff was diagnosed with cancer last summer, he created the Twitter hashtag #blamedrewscancer and vowed that for every tweet blaming something on his cancer, he would raise one dollar for the Lance Armstrong Foundation LIVESTRONG.  Using this hashtag, Tweeters gave Drew’s cancer credit for closed coffee shops, working on holidays and global warming…and in the process, raised more than $15,000.

But Drew didn’t stop there.  With Twitter’s permission, he put his Twitter name, or “handle,”(@Drew) up for auction and caught the eye of Drew Carey (@DrewFromTV).  The Price Is Right host has since promised to donate one dollar for every person who follows him or @Livestrong, up to $1 million.  Pretty cool, huh?

Do you know of other organizations that are successfully using Twitter or other forms of social media to raise money and awareness?  Please leave your examples in a comment below!  And the next time you feel like complaining on Twitter, don’t forget to #blamedrewscancer.

Several weeks ago I received an email from a friend who recently applied for an amazing job at a California winery.  This innovative winery is looking for a “Social Media Whiz.”  It’s a temporary (6 month) position that calls for wine tasting, exploring vineyards, learning about winemaking and then reporting off on these experiences online.

The vineyard must have known there would be applicants lining up among the grapes, because they added a unique twist to the application process:  instead of sending a resume to apply, every candidate creates a video about why they are the right one for the job. This means every wine-loving ‘twit’ out there is sending their video to everyone in their email, Facebook, MySpace and Twitter contact lists and asking each to vote for them. Out of hundreds of videos that will be submitted, only ten videos will be chosen by the public as the best. The ten candidates will then be interviewed for the job.

At the end of the voting period, potentially thousands of people will be checking the winery Web site to vote for their favorite candidate. Talk about a great marketing strategy! The selection process becomes a promotional vehicle before the real promotion (blogs, etc.) even begins!  I’d like to see their Web stats after this promotion is over! 

It is our job as marketers to find these kinds of ‘guerilla marketing’ opportunities for our clients, especially in a down economy. Marketing doesn’t have to be expensive – just creative and memorable.  Before receiving the email from my friend, I had never heard of this winery. But now I find myself researching them online, browsing their Web site and checking out their wine selection. Oh and P.S. I did go back and vote for my friend!

What brands are you loyal to?  And why?

That was the ‘elevator’ question (no really, we were in the elevator!) I recently posed to a colleague following a rather insightful meeting with a client about….you guessed it – branding.  Corporations today (healthcare or not) are busier defining and protecting their brands than ever before.   Social media is in full swing, which means companies are ‘out there,’ for better or worse.  Brands are created every day online whether a company participates or not.  Heck, personal branding is now exemplified online.  But that’s another blog.

Before you answer my question about brand loyalty – I’m guessing you’re still pondering – let’s further muddy the waters by agreeing on the definition of ‘brand.’  I tell clients:

• It’s not what you say, it’s what you do:  ‘live the brand’.
• It’s the emotion you want to evoke when a customer experiences your product.
• It’s a concept that lives in the minds of your customers.
• It’s not a logo or a slogan (pleeeeease!).

I call this muddy water because most marketing-types like me agree that there is very little clarity around the conference table on this subject.  It’s a complicated concept.  We’ve all heard someone say, “I don’t believe in branding.”  Or, the old mantra in healthcare, “It sounds too much like advertising.” 

I’m loyal to Southwest Airlines – they are almost always on time and are very pragmatic and practical.  Their employees live the brand.  All without a slogan!  I like that.  Also, I am in love with the Lucky Brand clothing line.  Why?  Their ‘peace and love’ concept makes me feel young and carefree – two things I most definitely am not!  (But used to be!!)  However, I don’t want to wear the logo – the Lucky Brand is all about how I FEEL shopping for and wearing their clothes. 

These aren’t very sophisticated examples – and quite frankly, they weren’t very easy to come by either.  Which goes to prove how difficult it is to successfully create a brand that is meaningful and memorable.  

Your turn!  What products, and especially services do you love and why?

Just came across a nice analysis of Twitter from our friend and Lotus Rock Star, Rob Novak. In “Three weeks of tweets for a Domino guy,” Rob likens Twitter to going to a cocktail party …

 Twitter and other social media are like going to a cocktail party … I expect to talk to lots of people, care about what some of them have to say, filter a lot of personal stuff that doesn’t affect me while looking interested (how rude!), and come away – if not inebriated – with a few nuggets of great information, some great new contacts, and an idea or two out of the social interaction we have in a group that size. This dynamic – and EVERY networking event you’ve ever attended – is very similar to consistent use of social media in a targeted fashion. Assuming you accept the premise that the cocktail party is like using Twitter…would you skip the cocktail party with your colleagues and new people you don’t know, because some of what you might hear is irrelevant to you? Aren’t the pieces of good information, “intel”, and new contacts worth the filtering you have to do? I personally believe it is, so will choose to close this blog entry and go tweet about it.

Great analogy, Rob. Now I’m gonna go Tweet about it. Wait, I’m not Tweeting yet. Is the @twitterrockstar name still available?

Want to BE a successful blogger?  Then check out some Basic “Be”s of Blogging to find out what it takes to make it in the blogosphere.

1. Be current.
   Don’t let your blog get stale!  Make the commitment to update your blog regularly with topics that are timely.  Set a schedule to post 2-3 times a week and you’ll reward your readers with fresh content that encourages return visits.
2. Be authentic.
   When writing blogs, it’s okay to be informal, and it’s okay to not be perfect.  Getting caught up in editing and word-smithing can inhibit creativity and prevent you from following Blogging Basic #1.   So let your personality shine through and don’t fall victim to paralysis by analysis!  And just in case you were wondering, ghostwriting is a big no-no.
3. Be interactive.
   Remember, blogging is a form of social media.  So, ask questions in your blog to encourage discussion.  Reply to comments (respectfully, of course!) to keep readers involved.  Include links to Web sites that inspired your post to direct your readers to additional information.
4. Be valuable.
   Whether it’s giving helpful hints, releasing breaking news or simply providing food for thought, make sure your blog is of value to readers.  Use your blog to educate, inform and even entertain to get your blog bookmarked.

Check out some more quick tips on blogging here and let me know what you think should be a BE of blogging!