Earlier this week, iMedia Connection published a fantastic article by Rob Key of Converseon with the provocative title: “Why we need to kill ‘social media.’” Key was not focused on 
semantics. Rather, he believes that too many companies, individuals and marketers are focusing on digital tactics rather than the “transformational nature of this channel.” He argues:
“The primary value of social media doesn’t come from the tactics or the technologies — many of which are transitory — but from infusing its value across the enterprise to drive real and sustainable business advantage. And the examples of its power are tangible.”
I think Key is absolutely correct. I’ve translated his argument for the health sphere below.
“Social media shouldn’t be about tactics such as how to set up a Facebook page or leverage Twitter to get more followers. It should be about thinking like a publisher dedicated to delivering highly valuable content that will challenge perspectives, inform and yes (to use an overused term) empower people to do better today, tomorrow and the future. Ultimately, it’s about using these tools to help people live healthier, more fulfilling lives.”
In short, it’s all about impact.
We Joined the #losethecig Movement to Make an Impact
Over the past month, the Path of the Blue Eye Project has been supporting the #losethecig movement. Launched in April by Connecticut-based actor & instructional technologist Gary Ploski, #losethecig was designed to encourage Supercool Agency, a digital marketing company to remove a cigarette from its corporate logo. The agency agreed that if Ploski was able to get 500 people to retweet @Supercoolagency #losethecig, it would change its logo (and incur a significant expense retooling its Website, business cards and other collateral.) Ploski achieved his goal, bringing together a diverse group of 500+ people, from the CEO Of LiveSTRONG to Newark Mayor Cory Booker, to ask Supercool Agency to #losethecig.
Encouraging people to engage in healthier behaviors starts with the images we produce. The #losethecig effort was small, but it got a lot of people to focus on the messages (large and small) that encourage people to smoke and become addicted to tobacco. The #losethecig movement was all about making an impact.
We’re Saving and Sharing Content to Make an Impact
Since we launched the Path of the Blue Eye Project, some have wondered what we are trying to achieve. I like to describe it as follows: from knowledge -> insight -> better thinking -> innovation -> building more persuasive health marketing communications initiatives -> healthier lives.
This is why we are working hard (with the support of the extended Path of the Blue Eye Project community) to share and save fantastic health marketing communications related content via our new Twitter-based initiative #mustshare. To date, we have saved more than 1,000 pieces of knowledge and shared 600 + via e-mail, Twitter and Facebook.
But, you may wonder what has been the impact of these activities? While we don’t have testimonials from people using the content archived on our knowledge community, we know that people from a diverse range of organizations, including the Centers for Disease Control and Prevention, Pfizer and Mayo Clinic have reviewed content posted on our wiki, social news site and blog. If this information has helped one person improve lives in the long run we will have succeeded. This is how we believe we’re making an impact.
Are You Making an Impact?
As you think about the role social media can play in the health arena, are you thinking about the right things? Are you hyper-focused on building transient initiatives that do nothing to bolster the community and support well-being? Or, are you using digital technologies judiciously so that you are helping to improve health and delivering benefits to yourself or your organization?
One day, the term “social media” is going to fade into obscurity, but the need for deeper relationships, increased value and healthy people will remain. If you’re focused on making an impact in the right ways, you’ll do well, no matter the technology.
Please note: This blog will be on hiatus next week and during the Memorial Day holiday. We’ll see you in June.
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