Take a moment to think about your favorite radio station. Why do you listen to that station? What things do they do to keep you listening? For some, it is the genre of music played. For others, it is the stimulating dialog between the deejays and listeners that keeps them tuned in. It can be agreed; however, that a popular radio station is fundamentally enjoyable to listen to and provides relevant information to those who listen.
In a number of significant ways, managing a Twitter account is similar to managing a radio station. In order to captivate listeners’ attention, the Twitter account must have a “deejay” with a unique and memorable personality who is focused on building relationships with listeners. The “deejay” must be able to have respectful and educated two-way conversations and be genuine about positions.
A successful Twitter account must also stream quality content that is local and familiar to its audience. The “deejay” must reflect an understanding of the community and be actively involved in the conversations taking place within the industry.
Aside from the frequently discussed brand management and business objectives, Twitter provides the unique opportunity for professionals to share insights within an industry, stimulate thought and engage in meaningful conversations that will advance the industry as a whole.
Currently, there are a number of voices from the clinical side discussing on Twitter the health care industry trends, including Meaningful Use and health care reform. Unfortunately though, a number of health IT professionals and CIOs equally dedicated to the affected health care organizations have little to no representation in these conversations.
The health care industry is changing dramatically, and Twitter provides the opportunity for clinical and technical professionals, to discuss these changes, interact with key decision makers and influence the outcomes. There is tremendous value for a tool that can help facilitate those conversations, and Twitter provides that opportunity.
Note: “Twitter Created the New Radio Star” was presented by Erica Olenski on February 23, 2011 during HIMSS11 in the Social Media Center. You can find a copy of the slides from this presentation and others here.