The Health Internet by extension is the “largest Internet devoted to Healthcare Data”.
Here are the basic features of the Health Internet:
You will be able to ’email’ your doctor.
Your doctor will be able to ’email’ you.
Faxing health records will go away.
Eventually, your medical records will auto-magically follow you around the country, appearing when they are most needed in a moments notice.
All of this will be done securely and in a way that fully supports peoples legitimate need for privacy.
New innovative services will appear, that leverage the Health Internet data channel to create applications that were previously unthinkable.
How is this being accomplished? Simple as one two three:
The EHR stimulus money will be given out in response to “meaningful use” standards which include interoperability requirements, which will require connecting and sharing data, without specifying a specific technology stack. These standards will become more and more pronounced as time moves forward.
The Federal Government will expose its considerable health data resources (i.e. DoD and the VA) using these two protocols. Agencies which accept the reporting of meaningful use measures will accept that reporting using one or both of these two protocols.
So are these protocols being mandated? No. But then neither were HTTP, STMP, SSH, SSL, or DNS. Its just what everyone uses. The VA has the single largest pile of detailed health records in the history of mankind. They will be available using either CONNECT-complatible IHE or Direct-compatible Direct protocol. They will probably not be available using your-favorite vendors idea of a proprietary health data exchange protocol.
This is going to happen. Hell, it already is happening. These reference implementations are entirely Open Source. They are designed to eventually handle the cases of communicating across national boundaries. This is going to the start of a international Health Internet. First with Canada and Mexico, and nations promoting Medical Tourism and then everyone else. It will take time. Adoption might be slow. But there will be a Health Internet, it will use these protocols. It is only a question of how long this will take to be adopted, and how long it will take people to stop talking in the abstract about the issues of Health Data Exchange.
So I wrote a new facebook application that gives you credit for supporting my fathers congressional campaign. My father is running in Texas District 20 (the Alamo District), and I am writing this article as a specific guide to his supporters with iphones/ipads and facebook accounts. (If you do not have a facebook account… now is the time to signup!!)
But no matter where you are this election day, you should use Facebook Places to checkin at your polling station. Why? because anyone building a facebook political applications (like me) will be able to use your checkin to prove that you were at a voting station. This very simple piece of information, where, when and most importantly the -implication- that you actually did vote means that you are a player in what will soon become a very very active political space on facebook.
Remember, there will be a host of facebook applications that check for this data in the coming years. You can be an early adopter of this type of technology even before knowing what application you will be using. This is also good advise no matter who you support politically!!
For many of you, this could be the first time you have used facebook places to check-in anywhere. So I thought I would write you a little guide to checking in. This guide will assume that there is already a location available for you to check-in to, but if there is no such location available, you can follow my instructions to create a Facebook places location to make one for yourself.
First you need to load your Facebook application. These instructions are identical for the iphone and ipad, and should be similar on the Android. If you have not installed the application yet, you need to search for “facebook” in the app store application and download it. Then you should see an application icon like this one on your iphone:
Next you need to checkin. The simplest way to do this is to click the little geo-tag icon to the right of the text field:
After you click there you choose which location you want to check-in too. In this example I am checking in to campaign headquarters. If there is a not already a facebook location for your polling station, you should add one.
Obviously your polling place will not be called “Trotter for Congress Headquarters”. It will be something like “the Smith elementary school”. It does not really matter to much where exactly that you check in to… the application will specifically store your latitude and longitude. Any half-way intelligent facebook application will be able to tell that you were at a voting station, even if you actually check-in at the Burger King across the street. Still better to check in at your actual polling station, even if it means creating a new location in Facebook Places.
Then you will be presented with the check-in interface, which looks like this:
You can put anything you want in the “What are you doing?” field (including nothing at all). However, while an application can understand the implications of your latitude and longitude, your facebook friends might not. You might give a little context to your check-in by saying “Here to vote” or “Dropping my mom off to vote” or whatever. My facebook social election game, does not attempt to figure out if you actually voted, you can score in the game if you just show up at a polling station on election day. It does not matter if you are under-age, or not voting, or vote for the other guy… I cannot say for sure, but I think other vote-oriented facebook applications that exist to serve a particular political candidate will probably follow suit. Otherwise, someone will try to claim that the application “rewards” voting a particular way, and is somehow illegal/unethical.
However, I imagine that you will also see a large number of facebook applications that are not associated with a particular candidate that will ask about exactly how you voted. These style of applications will turn Facebook places into a kind of real-time location-aware exit polling engine… lots of potential uses for that type of application.
But none of these apps can operate without data. In this election (2010) this will be new, and we will struggle to get the word out… but in 2012 and beyond.. this will be more than normal.
So originally MirrorMed was a fork of ClearHealth. It was done to satisfy my need to get certain features done… but now ClearHealth has moved far past it… the usefulness of the “fork” part of this has diminished to nothing.
Still there were a few useful things in MirrorMed that have not been replicated in ClearHealth or anywhere else that I know of.
The most useful of these was a tool that I built called mm2mm
mm2mm is a Medical Manager to MirrorMed integration engine. Basically it a php parser for the medical manager data files that allows you to seamlessly move to MySQL. I have used this tool more than any other part of MirrorMed, and so I am now releasing it Open Source (AGPL 3) and completely costless. You can download it from the MirrorMed sourceforge site.
For those who are interested in Medical Manager, you might enjoy reading the history of Medical Manager, which I maintain. Recently someone reminded me that there have now been convictions in the Medical Manager dealership scandal.
Medical Manager was my family business for many years. My Aunt and Uncle still work tirelessly to support clients and my grandfather, now deceased, helped them start the business. The Medical Manager dealership scandal, where Medical Manager ousted small dealerships and apparently accepted bribes to buyout the larger dealerships originally taught me that nothing but Open Source was viable in healthcare informatics.
The release of mm2mm has brought me full circle with Medical Manager. It makes it trivial to use a FOSS EHR like ClearHealth, OpenEMR, OpenVistA or Astronaut VistA on top of an instance of Medical Manager but most of the people who have used mm2mm as beta testers were interested in creating a web-archive of the medical manager database or in entirely migrating away from Medical Manager.
Medical Manager was a great product, but years of neglect and proprietary thinking have doomed it. It might be possible to save if it was released as Open Source now, but it is probably too late.
However, instead of using Google Health or HealthVault as a platform, Fred used Twitter. Fred had the notion that people already use Twitter to track what is happening with their lives, so why not track what is happening to their health? That builds upon another key finding from Project HealthDesign: help people track their health information by incorporating the process into their existing daily routine, not adding something new
So basically, while they did not chose me to win the contest, they got the point I was making. If I had time to add some graphical goodness to the app, then I think I might have been able to make a better stab at being more competitive from a user experience standpoint, and I think I might have done better. There is always the next contest.
Still I have made strong headway with the notion that the quantified self movement, is merging with the PHR movement. The quantified self guys are pushing this logging to Twitter thing pretty hard. And toeleven.org is one idea about how to fully move Twitter into the PHR space. We will see how that community reacts to these ideas.
I think it is inevitable that the notions of the “life stream” as per facebook and twitter and the notions of traditional PHR will begin to merge. It is not a question of whether?, but rather when?, and how?
toeleven.org is an Open Source app looking for a project manager.. contact me if you are interested in owning the project…
My goal was to find a way meet one of the challenges using some kind of integration with our new Audio PHR system Your Doctors Advice. (At the time of the writing its in a closed beta… you can sign in, but cannot use it yet) This has been the project that I have been working on for almost a year, with Cautious Patient. but I let time get away from me, and I could not find a way to get anything interesting done in time, that applied to any of the Challenge categories. Next year we will consider writing our own challenge.
But I discovered that a part-time project that I have been working on for the last month or so actually applied to a contest to re-implement some of the original Project HealthDesign applications. One of those applications was, specifically, an application designed to track Observations of Daily Living (ODLs) for people with chronic pain. I have friends and family with chronic pain, and I actually wrote this application to help one of them keep a pain/food journal more easily.
The contest had two requirements: re-implement one of the original designs from one of the videos, and use a “commercially available PHR service that can securely store the data”. What is a PHR? It is a personal (or “personally controlled”) health record. What the contest makers meant was to try and get new functionality available in Google Health, or HealthVault or Dossia or the like.
Well Google Health has been, until very recently been incapable of storing ODLs because it insists on the limited data that a CCR can encompass. Even with the new update, Google Health has limited abilities to store arbitrary data. Im not sure if I can easily include pictures of food in a Google Health app (this might have changed recently). HealthVault has famously supported the recordings of arbitrary data, but is so capable in this regard that there is little need to force the data into any standard at all. If I want to participate in either approach, I have to go through very extensive integration and approval process. Neither platform is truly open. Perhaps that makes them “safer” for patients, but perhaps that just makes them walled gardens with useless inscrutable iphone-app-store-like approval process that stifles true innovation… you know… one or the other….
I much prefer Twitter and Facebook as application platforms, who have far more open application approval processes. These platforms have realized that their success is tied to the openness of their networks. They are acting much more like “Internets with new protocols”.
But Twitter is not appropriate for health data… because it is essentially a public broadcast medium? Right? That is the way it is typically used, and it is certainly a broadcast technology. But it is not necessarily “public” broadcasting. You can change any twitter account into a protected account, that will ensure that only people you want to see it can see it. So Twitter is “commercially available” that can “securely store the data”, but is it a PHR? I think it is if you use it like one. In fact, it is probably one of the most popular platforms for logging health, wellness and fitness information on the planet.
I think an application that relies on Google Health or HealthVault faces an uphill battle, because that is not where people are tracking ODLs. People actually use Twitter and Facebook to track what is happening in their lives. They use it to record their mood changes, their stress levels and details about how their bowels are moving. Most importantly for my purposes people are already using Twitter as a food diary. If you want to save time you can just take pictures of your food and use that instead of trying to write down anything. If you are interested in finding out what food might cause pain you are more interested in ingredients than calories, and so food diaries that focus on accurately tracking calorie intake are overkill.
So I wanted a way to simply and easily track ODLs of pain, using Twitter, right beside the already smooth process of tracking food intake.
But I wanted to do this in a way that would be easy to data mine, so that I could take the food data, or pictures, and overlay that in a data-mining friendly way with the pain data. Obviously, I needed a good syntax for recording the pain information, and so I did some research on micro-blogging ODL syntax options. I ultimately settled on the grafitter syntax, because its site was actually up and doing cool data mining stuff. But I did not want my friend to need to actually learn any kind of “twitter syntax” to log her pain. Instead I wanted her to have a simple web form that she could use on her smart phone, that would allow her to quickly and accurately describe her pain. Just like the video from Project Health Design on Helena.
So what is Helena doing? In the video, she is recording which medications she is on. But that is one of the few things that doctors have (or should have) accurate data on. Other than recording that medication data, she is simply creating a ODL system that is customized to her world, allowing her to track -when- she takes the medications, which in her world is just “the yellow pill” or “the big pill”. Moreover, she wants to log three specific things that seem to impact her pain: sleep, yoga and the local weather. But the Twitter ecosystem already takes care of all of that. There are devices that track sleep, that can log the sleep quality data to Twitter. Helena could use fitbit which could log her movement during yoga workouts to Twitter. She can even use Twitter to track the local weather.
Helena and my friend, both have the ability to log very different kinds of data to twitter that are difficult and or time-consuming to acquire in any other way. All they need is a method to create and record their own “Pain Tracking Interface” that could be used to describe what they were going through. One of the project health design teams described one such interface, as part of the many things that the teams released.
So I built a new Twitter application to do that. Its easier to understand if you see it in action once, so here it is:
So this is not only a method for creating a “Pain Tracking Interface” but for tracking anything you want to perform careful date-stamped quantitative analysis. There is little that you could not track using the system, and it will perfectly interface with any other Twitter data stream so that you can perform data analysis on yourself easily, using Grafitter, or something else just like it.
I want to be clear. I did not write this application to win the contest. I wrote this application to help my friend. It is far enough along that my friend can do what she needs to figure out her pain. This idea can easily go farther, but this is not my main priority. I am going to talk about where this should go, but do not assume that I am going to be the one to do this. Competition and collaboration welcome.
I am releasing all of the php sourcecode for toeleven.org as Open Source as soon as I have the cycles. I think the following work needs to be done on the system.
Create a replacement data analysis tool for grafitter, with more functionality, specific to ODLs
Improve the iphone and android specific interfaces to the ODL forms
Build in facebook integration for those that do not want to link twitter to facebook
Create much better form-builders that make it more obvious how to build forms for different things, specially targeting HTML5 (I feel doing fancy work in the HTML4 world is a waste of time at this stage)
Allow users to share their ODL forms that “standardized” ODL forms might become popular based on some kind of crowd-sourcing approach.
The interface is a little sparse, could be improved alot with some good design work.
I also did not submit the application to win the contest, as much as to try and reframe the problem. I want to make a difference in the world of Personal Health Information, and I know I am not alone in this. But we need to stop trying to force people into behaviors that they will never commit to. The largest single “addressable” healthcare issue is compliance. If we all did what we should know that we are supposed to do, then many of the difficult healthcare problems, like Diabetes, Heart Disease and even HIV would become rare events, and manageable for our society. I am overweight. So I have a compliance problem. I need to focus on losing the weight, which will protect my heart in the long run, rather than interfacing with some software that I have to comply with. Our goal with the Audio PHR, is to create an application that helps people do the right thing more than it creates new user burdens. I am not convinced that our PHR philosophies are simple enough. I am not convinced that toeleven.org or our Audio PHR is simple enough. But they are simpler. That is a step in the right direction.
Normally, I would also talk about how we need to be working together on open systems using open source software at this point. But Project Health Design and Robert Wood Johnson are absolutely the choir when it comes to that sermon. They understand the potential of Open Source. My goal with submitting this application is not to win, although that would be nice. My goal is to completely reframe the problem. I want them to see that their notion of PHR is trying to force people to move against the current. Facebook and Twitter applications, whatever else you want to say about them… are “with” the current. People are there, using those systems, that is where the action is. We need to bring the behavior changing healthcare innovations to the people, not the the people to the innovations. This is a big paradigm shift, but it is at the heart of Open Source. Essentially I am a developer on one of the Health Design projects, and I have made a pretty signifigant problem into what Torvalds calls a “shallow bug”. The bug is “How do we get people to signup to use this stuff?” I have solved half of that problem, people are already signed up to use Twitter, they just have to use Twitter in a new way… as a PHR.
Eric Raymond experienced this kind of paradigm-shift from a contribution with his fetchmail project. I have quoted this before and I will quote it again:
The real turning point in the project was when Harry Hochheiser sent me his scratch code for forwarding mail to the client machine’s SMTP port. I realized almost immediately that a reliable implementation of this feature would make all the other delivery modes next to obsolete.
For many weeks I had been tweaking fetchmail rather incrementally while feeling like the interface design was serviceable but grubby – inelegant and with too many exiguous options hanging out all over. The options to dump fetched mail to a mailbox file or standard output particularly bothered me, but I couldn’t figure out why.
What I saw when I thought about SMTP forwarding was that popclient had been trying to do too many things. It had been designed to be both a mail transport agent (MTA) and a local delivery agent (MDA). With SMTP forwarding, it could get out of the MDA business and be a pure MTA, handing off mail to other programs for local delivery just as sendmail does.
Why mess with all the complexity of configuring a mail delivery agent or setting up lock-and-append on a mailbox when port 25 is almost guaranteed to be there on any platform with TCP/IP support in the first place? Especially when this means retrieved mail is guaranteed to look like normal sender-initiated SMTP mail, which is really what we want anyway.
There are several lessons here. First, this SMTP-forwarding idea was the biggest single payoff I got from consciously trying to emulate Linus’ methods. A user gave me this terrific idea – all I had to do was understand the implications.
I really think the toleven.org Twitter-centric design is fundamentally more effective than the whole Common Platform effort. While I think both the Common Framework, and its top competitor the Indivo X modular architecture, have some value, they are fundamentally fighting a losing fight, trying to turn the masses into using PHR systems to log data. Forcing each application developer to write code to a separate API which does exactly the same thing in a different way is a non-starter. The only time that happens is when developers have a big motivation. An API is only useful when it has users behind it, and lets be honest, HealthVault and Google Health do not have users. Neither do Indivo X (which is still alpha/beta) or any implementation of the Common Platform. The only PHR systems that actually have any users are the MyHealtheVet application from the VA and the Kaiser PHR. Both of those applications are gateways into deep connection into those respective integrated healthcare delivery systems, something Google Health and HealthVault are not (although they might be someday soon.)
My grandfather once advised me “Never play a man at his own game”. I have taken that to heart. I now live by a modified form of that advice:
If I am failing and cannot see why: change the game or change the rules.
That is why I work with Open Source. It allows me to change the rules. I want to thank Robert Wood Johnson for their commitment to Open Source. The information that their project released made the application that I built for my friend more capable. It allowed me to flesh out the design and prevented me from building a special purpose application. Thanks to Michael Botsko for making a good jQuery Form builder. People like him build tools that let people like me try and make a difference.
He has won the Republican Nomination against incumbent Democrat Gonzalez. He has the support of the local Tea Party.
My father is a true conservative both socially and fiscally. A federalist in the tradition of Ron Paul. My personal opinions often go against my father. Like the majority of Americans I tend to be financially conservative but socially liberal.
I doubt the rest of my immediate or extended family will be following my lead. They do not support my fathers complete conservative bent. They seemed shocked to learn that I would be supporting my father. I am also very close to many liberal friends who also might be baffled by my decision. How could I support my father when we diverge on so many issues?
The answer is simple. My father, whatever is political stance, is far more qualified to represent San Antonio and Texas in the United States Congress. It is not because he is a legal scholar of the first rank, though he is, and it not because of his conservative politics (which I can assure you are sincere.)
I am supporting him because he knows the price of war. My brother John Trotter, (Byron to his family) was killed in Iraq during Fallujah II while fighting in nearby Ramadi.
Losing him broke my heart. It broke my fathers heart. It devastated my family.
I will support my fathers campaign to run for congress because his broken heart qualifies him to decide whether the United States should go to war. His broken heart qualifies him to monitor and approve defense spending. My father is qualified to prevent a defense spending program that allowed defense contractors to make billions, even as national guardsman were self armoring vehicles in Iraq. I believe that he will read those bills a little more carefully, that he will pay closer attention when generals and admirals testify, and he will work harder than the thousands of congressmen who have no concept of the real consequences of even their smallest decisions. I know that he will do this in peacetime as well as during war, so that our soldiers, sailors, marines and airmen have what they need before they are sent to fight for us. I know that he will not tolerate the Washington bullshit that puts our service members at risk. I know that he will not put politics, even Republican politics, before the military. I know that he would happily give up his political career to save the life of even one soldier; someone-else’s Byron.
Our minor political differences pale in comparison to this single issue.
My father did not know it, but he prompted me to write this post by leaving the following message on my google voice account. He decided to visit my brothers grave at Arlington national cemetery today (the anniversary of 9/11) on his visit to Washington. While he was there he left this message for me. I am publishing this without his permission, because I want to give you insight into the man he truly is. I want you to see him as I see him, formidable, but also deeply vulnerable. His own words are the deepest endorsement I can make for him. I hope he does not mind too much.
Recently I have been approached by a clinic in Austin that operates under the assumption that there is a causal relationship between childhood vaccinations and autism.
This will not the first foray into the thick of bio-ethical debates. I have, in the past, advised both planned parenthood and catholic clinics on how to use open source healthcare software.
My policy for organizations like this is simple: I almost always help them. My software or software ideas can improve the experience of patients at any clinic, even if that clinic is taking a position on an ethical issue that I am unsure about or against. Most importantly there is nothing that I can do to change the position of the clinics in question, one way or another.
I hope that in the end, open source software will help to resolve some of these ethical debates by providing a cheaper means to get better quality data. While my opinions cannot change policy better data can.
So will I help this clinic? Probably. Will I allow this clinic to advertise my help as any kind of endorsement? Definitely not. Which is basically the same position I take on any reasonably complex bioethical issue where I can see both sides of an issue. Of course many in my community would say that members of the anti-vaccine community do not deserve this kind of benefit of the doubt.
Before climate-gate I might have agreed. But now I am much more sympathetic to arguments that run contrary to modern scientific consensus. I fell very betrayed that centrally referenced climate data was fudged by respected scientist in order to support a very specific conclusion. Because of the pharmaceutical corporate interest I am afraid that vaccine safety data might have been similarly fudged.
It is my hope that providing a clinic with a dramatically different agenda than the main stream medical community with cheap and effective tools to do advanced data gathering and analysis that I might provide them with a kind of truth-over-pressure. If vaccines can cause autism, then they should be able to generate some reproducible data that shows that. If vaccines do not cause autism then by giving this clinic better data tools I hope that I might be able to create a kind ideological implosion within the organization. I hope that I am not enabling an organization that is torturing kids with invasive, traumatizing procedures for nothing. But unfortunately I am not in a position to make that determination.
I hope, truly, that I am right to take this approach. I hope that the assumption that transparent code plus transparent data can create pressure to find the truth for other difficult issues is right. It feels like, more and more like I am betting more than my career on this idea of open source software in healthcare… I am betting my conscience too.
I would like your comments about my approach generally and about this situation specifically.
This always makes me sad because it shows just how fundamentally ignorant people are of what VistA is.
So lets get something straight. If you are not using MUMPS, in some form or fashion, it is not VistA. It is a new software project. New Software projects to develop comprehensive EHR solutions, do not work. Ever. That is called “Big Bang Development” and it is utterly doomed to fail.
In order to create an EHR system you have to grow one. You start with a system that is not comprehensive, you use it anyway, and then it grows into something that is a comprehensive EHR system. You cannot take a comprehensive EHR and assume that you can re-write it, from scratch in another language and that it will work. That is just unfathomable.
This has been tried, several times, and consistently failed.
So the reason that it is not “an option” is that it will fail. Thinking about it as an option is simply madness.
It is very like saying, “We need the Linux Kernel to improve, so we will recode it in Java.. not enough people are trained in low-level C programming” The folly and hubris should seem clearer now perhaps?
You might try drastically reinventing what MUMPS is, like ClearHealth, but you cannot simply “get away from it”.
Another example might be “New York has proven that the street + subway system is effective, the city planners of Venice should adopt that in place of the canal system that they currently use. Obviously New York shows that these modern features are capable of moving far more people…” The reason Venice does not consider a subway system is that it -cannot- work. The city planners there know that, so they never try.
It is ironic that people who say “we should move away from MUMPS” consistently consider those of us who actually understand the architecture and design of the system, and insist that we continue with MUMPS as a kind of “particularly obstinate political faction”, from the link above:
“Is MUMPS the right entity? I think the obvious answer is ‘no,’” Meagher said. “It just happens to have a bunch of very committed people who want to stay in that environment.”
When an engineer says “I can think of no way to achieve near light speeds in our lifetime”, he is not taking an obstinate political position. It is not “pro-light-speed” vs “against-light-speed”. The engineer is taking a position based on what he understands to be achievable.
When I say “VistA must stay with MUMPS”, I do so based on the only relevant evidence’ efforts to move away from MUMPS have consistently, and expensively, failed. I do not like MUMPS at all, but I have a pretty solid understanding of software engineering and you simply do not simply migrate to a new language for a codebase as large as this.
Recently I have had several people who have asked me for advice and council on how to do Internet Marketing. It looks like my day job is considering taking the plunge as well. As a blogger, I know an opportunity to kill two birds with one blog post when I see one. So here are my thoughts on Internet Marketing in the age of social media.
First, a little history. It used to be that Internet Marketing was all about communicating effectively with a web site and email communications.
For a website, the general advice was that you wanted it to be important in Google’s eyes, essentially the process of SEO. You wanted to make sure that your domain name was easy to type, and easy to spell. You wanted to make sure that your users could find what they wanted on your web site. A website needs great analytics tools so that you can track how your web site is being used.
For email communications you had to decide if you wanted to have only an outgoing email campaign (broadcast only), or a mailing list (communication between everyone). If you wanted and email campaign you wanted to make sure that you had beautiful html emails that degraded gracefully into text emails. You needed to be sure that your html emails worked in the most common mail clients (harder than it sounds). For a mailing list you wanted to make sure that no one was added by mistake, and that no one was spamming people through your list.
Anyone who knows about these types of marketing systems can tell that I am barely scratching the surface on these issues. Moreover, it is also clear that while so-called “Social Media” has become really important, these older modes of communication are not less important, they are just… older.
So that is the backdrop, in brief, for the Social Media revolution. What is the big deal about Social Media? Way out of scope for this post, but I will inline probably the best video proving the point that I have seen. If you have not seen it, then watch it. If you have, then you probably already know why Social Media is a big deal.
The question posed at the beginning of this video is “Is it a fad or is it a revolution?” As is often the case to questions like that, the answer is “Yes”. Social media has lots and lots of people connecting meaningfully with lots and lots of people, but that does not mean that you will be able to get your message across using Social Media. All it means is that there are people there. Its a lot like Lubbock, Texas. For whatever reason, there are hundreds of thousands of people living in what appears to be a desert. Why would you want to live there? Because there are hundreds of thousands of people there. There is probably a reason why the original people made that city, but no one moves there now because of scenery, they move there because there are already people living there. This is much different than something like Las Vegas. Its a city in the desert that was built specifically so gambling could be legal. That is why people moved there. (I also do not understand Phoenix…)
So the next question is “What is your message?”
Social Media people often “sell” Social Media as “the new business requirement”. They say things like “You have to be on Facebook” or “You need to have a Twitter account”. But that is really not the first question. The first question is “What is your message?”. Unless you can define your message, clearly, in a sentence or two then nothing else I am going to say is going to make sense. For fun, and because we are going to talk about Twitter soon, see if you can put your message into 140 characters. That is basically two short sentences or one really long one. Its OK if you need to go over a little, but if you need to have four or five 140 character blocks then that should be insight that you have more than one message. That is OK, but you need to recognize that you might need to follow significantly different strategies for each of your different messages.
So do you have your message(s) in your head? OK then.
To make an impact you have to learn to use the Internet Marketing tools well and then you have to apply them in meaningful way. This is a lot like a carpenter’s toolbelt or a musician’s set of instruments. First you have to master the tool and understand the deep implications that subtle details of each given tool. Just because a tool is a type of hammer does not mean you can use it do mount photos (imagine using a sledgehammer to tap a nail into drywall). Just because it is an instrument does not mean that you will fit in with a given band (imagine bringing a tuba into a rock band). The first level of tool mastery is understanding how to use the right tool for the right job. the second stage of mastery is knowing when to ignore what you learned in the first phase (for instance, Ska is a movement, within rock music, to embrace brass instruments).
Note that true mastery of a tool is being able to use the tool to do something else amazing. When Michelangelo was painting the ceiling… there were thousands of painters who knew how to use a paintbrush as carefully as he did. But they were probably painting signs, or the sides of barns. The ability to use the paintbrush is only the first step towards being Michelangelo.
This should sound obvious. But here is how I think this basic tool mastery is playing out in Internet marketing.
0 level is nothing.. If you read this article and go “What is Facebook?” or “What is Twitter?” then this level is where you are. No problem, I will try and help you out with lots of good links.
1 Level is using the Internet as a megaphone. This is when you treat your web site, Facebook page, Twitter account or whatever as a mass media device. You use it the same way people use radio, TV or newspapers: to send messages out to lots of people all at once.
2 Level is to use the Internet as a camp fire. When you sit around a campfire and talk, it shifts between you speaking to the group (like a megaphone) and the group speaking to you, one at a time. The group also speaks about you, in front of you. It enables public conversation in lots of different directions. In real life campfires are a great time and place to do this, because the typical night-time acoustics allow for a large group (10 to 30 people even) to participate in a single conversation. But this does not scale. The whole point of Social Medial is that you can have a campfire chat with hundreds, thousand or even millions of people all at once.
The third level represents full tool mastery. But this does not automatically mean that you get to paint the Sistine chapel. It just means you know how to use the tool.
3a is named after Blendtech, a company who has successfully used Social Media to create a Sistine chapel (more in a moment).
3b is someone who is using the tools well, to do OK things, but is not doing anything truly meaningful. This would be like the painters who during 1512 were painting portraits or landscapes and are today forgotten. But they made a good living and their customers were happy.
3c is like someone who was drawing graffitti on the walls in 1512. No matter how pretty an picture, painted at night on barn might be, in the morning it will be whitewashed. The skill is irrelevant, it is a matter of message and medium match up.
Obviously, what everyone wants is to make an impact with their marketing. To leave people with a message burned into their minds, and happy that it happened. Once people see the Sistine chapel (on my bucket list) they will never never think about it the same way, and they will never forget the experience.
Is this possible with Internet Marketing? Yes. I will give you two examples.
First, if you have bought a book recently online and you immediately typed in Amazon.com then you have experienced this effect. The word “Amazon” has nothing to do with books. Yet when you want to buy a book on the Internet you probably go there automatically. Why? Because you have had a Sistine Chapel- style experience there and you will always remember it. Note that this is a great example of a company that was able to achieve this with just a website and without any kind of Social Media. Ebay and Google are other good examples.
Rather than just talk about the second example I will show you. Blendtech is a company that makes really good blenders. That is their message. That is what they want burned into your brain. After you watch the following videos, you will always remember that Blendtech is a company that makes really good blenders. You will be unable to remember the name of any other blender manufacturer, but you will never again think about where you would get a really good blender… if you needed a really good blender. Please watch the following two episodes of “Will it Blend”.
What is a Meatball Sundae?
Its two things that are great by themselves but still do not go together. Meatballs and Whipped Cream/Chocolate. This is the worst case scenario for Internet Marketing efforts. This is what happens when you fail to recognize that Internet Marketing and/or Social Media (two terms for the same things nowadays) really does change things deeply in in your industry, but you are unwilling to make the fundamental changes needed to make the leap.
This is actually a fundamental mistake that happens often in Health IT, which is what I like to call “Technology as Paint”. The basic notion is that technology can be liberally applied to make any existing thing better. This is the way you use paint. My wife and I recently bought a desk for $35. It was banged up and looked awful. We painted it. Now it looks like it cost $350. Paint is awesome like that!
But technology is not paint. You cannot take something that works without technology, merely make it “online” or “computerized” and assume that it will be better than the original system. the cardinal example of that in health IT is the we- are- going- to- computerize- the- dumb- doctors. Here is how the plan unfolds:
Doctor: “Hey business man, I want you to computerize me.”
Business Man: “That’s great! I have my favorite coder here with me, and we can help.”
Coder: “I can easily computerize you! I just did it for a Gas Station last week! No more paper forms at the Gas Station!! All I need to do is see all of your paper forms, and then I will computerize you by making computer versions of those forms.”
Doctor: “OK, here are the ten forms I regularly use.”
Coder: “OK I will be back in a week with your computer system built!!”
Five years pass…
Coder: “The system is almost ready, I have just finally got the ontology mapping tool together, you can go live next week!!”
Doctor: “You are fired. You have been charging me for five years to code and you have nothing to show for it. I still have to use paper because your system does not even to 10% of what the paper system does. Now I have five years worth of data in both paper and electronic records, and I can no longer afford to maintain the electronic system. I am sooo screwed, but at least I am going to stop paying you!”
This happens again and again and again in Health IT because so many technologist view technology as paint: Standard technology, liberally applied, solves all problems.
Seth Godin’s book is really required reading. It details, very explicitly how Social Media is not technology paint for marketing purposes. Any good summary of his points will show that you have to figure out if, and when your message is right for the Internet Medium in question. So when you hire someone to help you with Social Media, and they fail to show you how a given Social Media platform is good for your message, then they have failed. A pretty good idea of when you are getting bad advice here is that they are recommending that you go with the usual suspects. If they say: “you should be on Youtube, Twitter and Facebook” without discussing how your message will play in those environments, then you need to take a step back.
It would be much better for you to do what Blendtech did, which is to find the one medium that allows you to create a super-compelling version of your message, and make that medium into the “Sun” in your marketing “Solar System”. Sure Blendtech uses Twitter, and Facebook, but they do that to funnel people to their awesome videos, which in turn funnel people into buying an awesome blender.
Message and Medium as a Solar System
What follows is a little more conjecture. I am pretty darn sure about the notions I have explained above. But without dealing with a specific message, it is difficult to know what the right center-of-gravity medium might be. But still here are some guidelines that make sense to me:
If your idea is best communicated in pictures, try Flickr or Picasa. They have really advanced tools that allow you to view a series of constantly updated photos as a steadm on another site. A big hint when using pictures is that pictures with people in them are almost always more interesting then pictures without people. You can make both Twitter and Facebook, and plain old web-page follow those photo streams. You might want to use Flickr/Picasa as the centre of gravity if before and after photos are more compelling than a video, for instance. Lots of people have made this approach work.
If you want a deeper social engagement that includes videos, text, pictures or perhaps an application that you are writing yourself, perhaps Facebook is for you. A good question to ask about Facebook is “Am I anything like Farmville?” Again you can easily make Facebook updates propagate across the other platforms.
If you are trying to make a series of arguments that require carefully constructed arguments, then you need a blog. This gives you the ability to tie in all kinds of other content (like I did with Youtube videos here) to make very specific and complex points. But if you make enough of these points, then perhaps you are really slowly writing a book, and you should consider self-publishing it on CreateSpace or Lulu.
If you have already written a book, perhaps you need to split apart into a blog.
Videos can be tremendously engaging and personal. If you have a story to tell, a parable of some kind, then this is the right medium. Even just a camera, pointed at you can be very very compelling if your story is good enough. You should be looking into Youtube, which is the king of the space, but also perhaps screencast.com if you want to show films of computer programs, or some other site if you have other specific video hosting requirements. Again, you can turn your video feed into facebook, twitter, identi.ca, and Google Buzz integration.
If for some reason your content would work really really well next to gmail, you might look at Google Buzz.
If you want to create complex person to person engagement between lots of people around a particular topic that they have a high level of interest in, then I would consider either email mailing lists, or online forums, or something like Google Groups, which is a pretty good fusion of both. Getting the “full message” in your email Inbox is pretty valuable.
If you want to have things showing up in email Inboxes, but do not want to enable communication between the recipients then you probably want an email broadcasting service like MailChimp.
If you want to engage with professionals of one kind of another Linked in is where you should start.
If you want to generate written content, you need a Wiki.
Face to face Events can now be deeply connected into the Internet. I like using eventbrite to schedule things like conferences, I like meetup.com for regular meetings, and when a meeting is really important, it should be live streamed with something like livestream.com.
Sometimes, what you need is a simulated three dimensional space. Frankly I have trouble understanding when this is a good thing… but if you see it is valuable you want to use Second Life.
If you want a Facebook style social network that you control you want Ning.
If you want full control, including source code for your social network, then you want one of these.
If you have a health IT application that needs to interface with Doctors socially, then you want to work with Sermo.com
I hope this is helpful to people that I am trying to counsel on Social Media. Its not just about using it, its about finding a way to use it in a compelling way!