There are two things you absolutely need to know about Penelope Trunk, founder of the popular career Website, Brazen Careerist:

1. She’s brazen
2. This means that she likes to share A LOT of very personal information

I’ll get to why these facts are relevant in a moment.  But, first, I’ll talk about why you should care about Trunk.  Last September Trunk posted a tweet about her miscarriage that has raised a huge hue and cry.  Her 121 character missive has raised issues that are very relevant to health marketers thinking about or engaged in the social media game.

Here’s what Trunk said last September: “I’m in a board meeting. Having a miscarriage. Thank goodness, because there’s a f*****-up 3-week hoop-jump to have an abortion in Wisconsin.”

It’s okay, you can say it: What the (insert your curse of choice)?

When complaints started pouring in from people around the world about her tweet, Trunk responded by telling people to grow up.  My Tweet “was a public service announcement.”  She also said: “It seems like everyone in the whole world would prefer a miscarriage over an abortion  -  even the Pope. It’s no different to me saying what I had for lunch.”

It’s okay, you can say it again: What the (insert your curse of choice)?

Trunk’s Living the Social Media Life

Remember a few years ago when social media purists, as Jason Falls likes to call them, were talking about the importance of radical transparency? (Wait a minute, they’re still talking about it.)  Trunk is the poster child for this philosophy.  She’s brazen — unafraid to lay it out there for her readers and many, many fans.  She takes it further than most however, by talking candidly about her sex life.  (Some have speculated that because Trunk has Asperger Syndrome, she’s even more likely to flout the social rules others strive to abide by.)

Love her or hate her, Trunk’s Living the social media life.  She’s loud and proud.

Notice that I’m not telling you what I think about Trunk’s comments. Unlike Trunk, I tend to keep my opinions to myself – especially when they relate to miscarriage and abortion. I’m not brazen. I’m scared.

Five Lessons for Health Marketers

So, what lessons do Trunk’s tweet and the chatter storm she ignited offer for health marketers communicating via social media?  I have five.

1. Social media is still wild: Today, social media has gone mainstream.  Most people no longer look at you funny when you say you write a blog.  And, it seems like every celeb and company is on Twitter.  However, don’t forget, the social media world is still a wild and wooly place.  Wild is a four-letter word for many in the health industry.  Remember that the next time you’re banging your head against the wall trying to get an executive to spring for your snazzy “viral” campaign.
2. Crisis preparedness is not an option:  People are human, they make mistakes. They also like to be noticed.  This means, that someday, somewhere someone is going to say something they regret or is viewed as insensitive.  It’s going to be picked up. It’s going to be debated. It could damage your brand or company. It’s going to happen.  Always be prepared for the inevitable crisis.
3. Radical transparency means different things to different people: Transparency is expected in social media.  However, it means different things to different people – especially in the health industry.  If you’re urging your clients to become more transparent, understand what that word means to them. Also, realize that no one will ever be satisfied.  People will always want more transparency.
4. Be careful who you let speak: Trunk makes a living being brazen.  Her style does not work for everyone – especially the pharma or hospital CEO.
5. You fill this one in: I lied, I don’t have five lessons.  But, I’m sure you have at least two. Is Trunk a genius or an idiot? Please share. We all want to know what you think — really.

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Read More from Walking the Path:

1. Social Media Transparency – What is it Good For?: A Casual Conversation Webinar
2. fyi: health marcomms – Ed Bennett on Hospital Communications and Social Media – Part II
3. Think Boomers Aren’t Using Social Media? Think Again (Especially in Health)