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Overview What is the Knowledge Path? Drive Talking Next Topic Transparency 7
Transparency In Social Media HealthcareDeveloped forThe Path of the Blue Eye ProjectBy:John Cass, PR Communications; Pace Communications 8Toby Bloomberg, Diva Marketing; Bloomberg Marketing
How Do You Define Social MediaTransparency? Do we/ should we .. hold healthcare to a higher standard than “business?” Is it simply one word .. Disclosure? or Are there shades of Gray? 9
How Do You Define Transparency? How would you feel if you had a relationship in social media, w/ a person to find out they were the agency? 10
How Do You Define Transparency?“Synthetic transparency involves using blogs to givethe impression of openness, honesty, and transparencybut without really doing so.” Dr. Walter Carl formerly of Northeastern University, now CEO of ChatThreads“Transparency is access to the information stakeholders need in order to make informed decisions.” Dan Tapscott - The Naked Corporation 11
Degrees of Transparency1. Identifying the author not important2. Okay to ghost write posts, but not okay to ghost write comments in reply3. Okay to edit and rewrite posts4. Okay to post within social media representing the brand5. Not okay to ghost post when representing an individual6. Need to disclose agency relationship when posting for brand7. Twitter had some nuances, might be okay to post when representing a brand. Twitter space requirement was the issue. 12
Which Camp Are You In?Total Transparency Degrees of Transparency? 14
Let’s Continue the Conversation! Toby Bloomberg, Founder Bloomberg Marketing/Diva Marketing http://divamarketing.blog.com Twitter: @tobydiva John Cass, Head of Digital Marketing Pace Communications http://pr.typepad/pr_communications http://www.pacecommunications.com Twitter: @johncass Toby + John will be leading a dialogue on transparency at the Living the Path Q&A Center. You can participate here: http://pbeye.info/3As.* *Registration required to participate. 15
Overview What is the Knowledge Path? Drive Talking Next Topic Transparency 16
Next Session South by Social Health: Bringing the Health Twitter Community Together Friday, February 26, 2010 12:30 p.m. Eastern 17