Thursday, April 19, 2012

Using Social Media as a Tool for Clinical Research- Final Presentation

This is my final presentation, delivered in class on April 19, 2012. If you have any questions, or would like more information, please respond to this post, or send me an email at ckemp@worcester.edu.

Using Social Media as a Tool for Clinical Research: A Cautionary Tale(Click on title to be taken to Slide Rocket if embedded link is broken)
"> View more presentations from catherinebkemp ;">

Friday, March 16, 2012

Mid-term Prescription Drug Abuse: Does Social Media Play a Role?

Prescription Drug Abuse:
Does Social Media Play a Role?

Much has been written about illicit drug abuse in the United States. There are Public Health programs geared towards preventing and reducing the number of new users, as well as advising active users on resources to help them stop. In addition extensive law enforcement efforts are in place to address the importation, trafficking, and end-user sales. Despite these efforts and expenditures, elicit drug abuse continues to be a troubling and serious problem for Public Health Departments, the Health care system, Law Enforcement officials, all levels of government, and society at large.

From: Paulozzi, p. 1491


In recent years, a growing problem has emerged involving the recreational or illicit use of prescription drugs. As detailed in a report published last year from the Centers for DiseaseControl and Prevention (CDC), over the 10-year period between 1999-2008, “overdose death rates, sales and substance abuse treatment admissions related to opiate pain relievers all increased substantially.” (Paulozzi, 2011) The same study found that in 2008 in the U.S., opiate pain relievers were involved in 73.8% of the 20,044 reported deaths due to prescription drug overdoses. (see Figure 2, right)


Another study published in 2011 by the CDC showed that 20.2% of high school students reported having taken prescription drugs- including OxyContin®, Percocet®, Vicodin®, Adderall®, Ritalin®, and Xanax®.- that were not specifically prescribed to them one or more times in their lives. (Eaton, 2010, p. 19) Much of the scientific literature examining prescription drug abuse by adolescents and young adults tends to focus on analgesics, specifically opiates, because of the alarming increase in deaths due to overdose among these two groups. 


Figure 3
Stimulant drugs, which usually are prescribed for the treatment of ADD/ADHD, are a growing cause for concern as well, particularly for this demographic. The most common sources of non-prescribed use of stimulant drugs such as Adderall® are either from a person with a legitimate prescription for the drug, or  from individuals who feigned the symptoms of ADD/ADHD in order to obtain the drug. (DuPont, 2010) Swanson et al observed, in a 2011 review of stimulant use, that the total number of prescriptions dispensed for this therapeutic category has risen steadily each year. In fact there has been an over eleven-fold increase between 1990 and 2010 (See Figure 3, left). In this same report the authors estimated that 70% of the prescriptions dispensed were actually used for therapeutic purposes, adding "In 2008 the number of prescriptions was 38 million, so our rough estimate of 30% diversion suggests that about 11.4 million prescription might have been diverted to non-medical use in 2008." (Swanson, p. 744) Another study looking at students who had legitimate prescriptions for either type of drug found that 61.7% diverted their stimulants, while 35.1% diverted their analgesics to another person for non-prescribed use. (Garnier, 2010)


Adderall® tablets & capsules
The principle objective of this monitoring project is to explore whether or not data culled from Social Media can be a useful tool in the phenomenology research of non-medical use of certain prescription drugs- specifically the stimulant Adderall®, and the opiate analgesic OxyContin®. It is difficult to empirically establish and/or quantify correlations between Internet usage and prescription drug abuse for a number of reasons. One study attempted to do this by correlating the rates of increased Internet usage with the number of reported hospital admissions for treatment of prescription drug abuse (PDA). This investigation found “that for every 10 percent increase in high speed Internet use at the state level, associated treatment facility admissions for prescription drug abuse rose by 1 percent.” (Jena, 2011)


OxyContin ®   tablets
While these findings are hardly definitive, this study demonstrates the challenges in applying metrics that would accurately reflect the degree to which this should be considered a problem. In spite of these methodological challenges, there were strong statistical correlations found for both opiates (1.09) and stimulants (1.18), with both having p values of less than 0.001 (p. 1197). The obvious inference that could be made is that wider availability of high speed Internet leads to increased Internet sales of the drugs. In turn this results in increased nefarious use, leading to increased numbers of treatment facility admissions. Logical perhaps, but hardly definitive because in spite of the strong statistical correlations, these data lack the specificity required to reliably draw inferences or conclusions.


With these challenges in mind, the current investigation seeks to understand the role of Social Media in various transactions involving two of the prescription drugs cited in the previous paragraphs- the opiate analgesic  OxyContin® and the stimulant Adderall®. The volume and context of mentions on Facebook, Twitter, and Google Plus of each drug will be tracked daily, over the 2 month period of February 16- April 15, 2012. The primary objectives will be:
  • To explore the types of interaction and frequency of mentions; 
  • To identify any patterns of communication related to these drugs that might emerge; and 
  • To explore some of the methodological, ethical, and practical issues that must be considered in this format. 
The data presented in this interim report will examine patterns of total mentions of each drug. In addition this report will explore whether there are any identifiable correlative factors that can inform our thinking about these phenomena.



The charts above compare the absolute volume of mentions (top) and the percent of messages containing the mention, out of the total number of blog posts (bottom). If one were to rely on the bottom chart alone, it would appear that neither of these terms receives significant mention relative to the total "chatter" on the Web. However, paired with the pattern of absolute increased number of mentions, some possible patterns emerge. 


Adderall Total Buzz, Feb. 16- Mar. 15, 2012, Source: actionly.com
In this chart one can see the daily volume of "Adderall" mentions on the three social networking sites being tracked, as well as sub-categories of "positive" and "negative" tweets, and the category total (burnt orange). Although "positive" and "negative" Tweets have been separated out by actionly.com, the data provider, closer analysis of the individual Tweets demonstrates that these are not reliable characterizations, for the purposes of this investigation. Rather, these characterizations seem arbitrary, if not pejorative. It is not clear what qualifies a comment as "negative" or "positive". Furthermore, an overwhelming majority of comments were characterized as simply "neutral". [The same is true for the OxyContin® data to be presented in the next section.] The majority of mentions came from Tweets, which may indicate that they are being generated by a younger audience, perhaps college-aged or young adults. The most logical correlation to the peak increase, if one assumes that the use is related to attempts to improve academic performance, is that they coincide with periods that universities are entering the mid-term. In addition, 7 out of 10 of the highest volume "Tweeters" were online pharmacies advertising sale of Adderall® and other drugs without a prescription.


OxyContin Total Buzz, Feb. 16- Mar. 15, 2012, Source: actionly.com
This chart presents data similar to the Adderall® chart, except in this case monitoring mentions of OxyContin® during the same time period. While there is more variability in the origin of the mentions, the vast majority of mentions come from Twitter. Closer examination of the individual Tweets, as well as temporal peak patterns can be correlated with issues in the news at the time. The first peak occurred in late February and early March. This coincides with intense media coverage of OxyContin® being removed from the Canadian market due to increasing problems with illicit use of the drug. The second peak occurred in the second week of March, following the unfortunate remarks radio talk-show host Rush Limbaugh made about Georgetown Law School student Sandra Fluke. Just as in the case of Adderall®, there were Tweets from online pharmacies advertising sale of the drug without a prescription. However the numbers of these Tweets were dwarfed by the Canadian market and Limbaugh-Fluke related activity.


The final report will provide a more detailed data analysis and include in depth discussion of the findings in the context of the study questions previously outlined.
The author would like to thank actionly.com for their generous support in providing daily tracking and data computation services free of charge.










Works Cited

DuPont, R. (2010, June). Prescription Drug Abuse: An Epidemic Dilemma. Journal of Psychoactive Drugs , pp. 127-132.
Eaton, D. K. (2010, June 4). Youth Risk Behavior Surveillance — United States, 2009. MMWR, Special Report No. 5 , pp. 1-38.
Garnier, L., Arria, A., Caldeira, K., Vincent, K., & O’Grady, K. (2010, March). Sharing and selling of prescription medications in a college student sample. Journal of Clinical Psychiatry , pp. 262-269.
Jena, A. a. (2011, June). Growing Internet Use May Help Explain the Rise in Prescription Drug Abuse in the United States. Health Affairs , pp. 1192-1199.
Paulozzi, L. J. (2011, November 4). Vital Signs: Overdoses of Prescription Opioid Pain Relievers -- United States, 1999-2008. Morbidity & Mortality Weekly Report , 60 (43), pp. 1487-1492.
Swanson, J., Wigal, T., & Volkow, N. (2011, September). Contrast of Medical and Nonmedical Use of Stimulant Drugs, Basis for the Distinction, and Risk of Addiction: Comment on Smith and Farah (2011). Psychological Bulletin , 137 (5), pp. 742-748.

Wednesday, March 14, 2012

w8r, Part 3: The Groundswell Transforms Attaining Social Maturity


Part 3: The Groundswell Transforms
Attaining Social Maturity

In the final chapter of the book, Groundswell: Winning in a World Transformed by Social Technologies, authors Li and Bernoff bring all the concepts presented in the previous chapters together. As the title above indicates, this chapter highlights how organizations can incorporate Social Media into their business plans and have this communication channel as part of their overall organizational structure. The result is an outline of a cohesive process for organizations to adopt and develop Social Media business strategies that will support their success now, and in the future.


This final chapter begins with the story of how home improvement retailer-Home DepotSocial Media strategy evolved. The catalyst for Home Depot's foray into Social Media was a mandate issued in 2007 by the company's new CEO, Frank Blake. This statement was in response to a furry of overwhelmingly negative comments that were posted on an MSN article, severely criticizing the giant retailer. The article, entitled Is Home Depot Shafting Shoppers?, and written by Scott Burns, was a scathing rebuke of Home Depot's treatment of its customers.  After articulating a list of complaints in detail, Burns summarized, "The result is that a once iconic, wonderfully American store has become an aggravation rather than a blessing." He concluded his piece by calling on Home Depot to increase its staffing and stop trying to improve their bottom line "by stealing our time at the check out counter or elsewhere."


As a result of declining sales, customer dissatisfaction, and generally poor corporate performance, Home Depot CEO Blake made a very public mea culpa. He admitted the company's past mistakes during a March, 2007 appearance on MSN following the publication of Burns' article. Blake also acknowledged the negative feedback in response to the MSN article, and went on to say, "We have dispatched a dedicated task force- working directly with me- that is ready and willing to address each and every issue raised on the [comment] board. Please give us the chance." (Li, p. 251) Social Media applications were a key component to the company's "repair" strategy, and have since evolved into an integral part of its business plan going forward. Social Media did not turn things around for Home Depot. Decisive, responsive management, led by the CEO, and a renewed focus on customer service are what shifted the tide for the company. By embracing the groundswell Home Depot revitalized their business, increased shareholder value, and- most importantly- restored consumers' confidence in the company as a leader in home improvement. 


video
Today Social Media is an integral component of  Home Depot's business strategy.  The company has its own channel on YouTube (for example, click on figure above) with over 22 million visitors to date, and features easy to follow "how-to" videos. They also can be found on Twitter @HomeDepot and Facebook, where they have almost 600,000 followers. In the wake of their recent 'reincarnation' they have developed the acronym FIRST (find, inquire, respect, solve, thank), to remind their associates of their renewed customer-service focus. (Li, p.253)


The Home Depot story illustrates how companies can successfully incorporate Social Media into their business plans, no matter what the impetus is to embrace the groundswell. The book Groundswell: Winning in a World Transformed by Social Technologies, presents a conceptual framework in which to track an organization's Social Media development. The table below, taken from the companion slides for this book illustrates these stages (pp 256-265).
How a company embarks into the groundswell, how smoothly they transition, and how quickly they progress through these stages vary widely. Some of these variables can be within a company's control, while many most likely will not be. This loss or surrendering of control can be disruptive to the corporate power structure and environment, at least in the short term. This is because it is a departure from the way most organizations generally operate. Traditionally organizations like to maintain control of every possible aspect of their business. In this age of Social Media, the ground has shifted and the "social" part of Social Media is in the driver's seat. The result is, as the often-paraphrased John Allen Paulos once said, "Uncertainty is the only certainty there is, and knowing how to live with insecurity is the only security."


Li and Bernoff observe that there are five stages of social maturity for companies who adopt Social Media into their business plans: listening, talking, energizing, supporting, and embracing. Among these "the easiest applications to implement are listening applications, since they don't require companies to become visible." (p. 261) Figure 13-2 (p. 263) illustrates the variability with which organizations progress through these stages.



As this discussion has highlighted, Social Media has matured to the point of having some loosely defined constructs that are based on trial and error, real life experience on the Web, and events in the marketplace. Eventually as Social Media solidifies its place among integral business tools, any organization whose existence relies on on outside resources or customers will have to embrace the groundswell. Not to do so would be tantamount expecting a business to operate without a telephone in the twentieth century.

Saturday, March 3, 2012

week7o, The Delicate Art of un-Ringing a Bell


The Delicate Art of 
un-Ringing a Bell


Time Feb. 2, 1998, President Clinton greets Monica Lewinsky at a WH event
How many people go through adolescence and young adulthood without making a fool out of themselves, at least once? Who among us does not have something in their past they wished they’d done differently? Can you think of anyone you know who can honestly say that, if they had it all to do over again, they’d do it in exactly the same way? I can count on one hand the number of people I have known in my lifetime who can make any of those claims. Fortunately, for most people memories fade into the background, attentions are diverted, and life goes on. 

Self portraits 'tweeted' by disgraced former
Congressmen Weiner (left) and Lee (right)

There are politicians, like the snap-happy, former Congressmen Anthony Weiner, (D-NY) and Christopher Lee (R-NY), whose scandals forced them out of office. Both men resigned in disgrace after  half-naked images of them- that each had tweeted to women who were not there wives- turned up on the Internet. Their tarnished images only began to fade from the headlines and the public's memories when they did too.

There are a few people whose notoriety makes an indelible mark on the collective social conscience. Their escapades are so scandalous, they become a permanent piece of the infamy of the day. Some of these legendary characters that come to mind are: ax-wielding Lizzie Bordon (see video, below), White House Intern Monica Lewinsky (top, left) and mega-ponzi-schemer Bernie Madoff.

As our culture has been transformed by the broad expanse of telecommunications, the Internet, and the Information Economy, new opportunities have opened up for John Q Public to realize the proverbial American Dream. On the same token, being wired to the web holds at least as many opportunities to burn bridges as it does to build them. Some will find that this downside can turn out to be the very thing that stands between them and reaching their pinnacle. The closed door may be just a few clicks away, buried in the buzz of Social Media.


As Liz Harvey, senior director of online products at CareerBuilder.com, outlined in a 2009 article on the company's website, "In this difficult job market, online networking is an important piece of the puzzle for workers wishing to build professional relationships, and ultimately connect with their next great job." (accessed 3/3/2012)

Recruiters and HR professionals who have rejected candidates based on data found online vs. consumers who think
online data affected their job search From: cross-tab Research: Online Reputation in a Connected World. 2010. (p. 5)
2010 survey commissioned by Microsoft, titled Online Reputation in a Connected World, found that "79 per cent of U.S. hiring managers and job recruiters routinely review online reputational information when reviewing job applicants." (accessed 3/3/2012) In the same survey, 70 per cent of U.S. and 41per cent of U.K. recruiter respondents admitted to having rejected candidates based on information they found online, starkly contrasting the respective seven- and nine- percent of consumers who thought online data could affect their job search. (Table pictured above) 


Aspiring college applicants should also take note. Kaplan, the educational resource and training giant, publishes an annual Test Prep Survey. The September, 2011 analysis found, "Nearly a quarter (24%) of respondents from the schools surveyed have gone to an applicant's Facebook or other social networking page to learn more about them, while 20% have Googled them." (accessed 3/3/2012) The Kaplan survey also noted that although there were potential pitfalls to be found in an applicant's social networking page, respondents were also looking for strengths, such as creativity and effective communication in a forum "in which teens are comfortable or expert." .


So, how do candidates keep their youthful folly and periodic lapses in judgement from popping up years later on the information super-highway? The most obvious answer is not to put it on the Internet in the first place. Privacy Now TV has a very good 3-minute video with helpful advice on protecting your online reputation. For those who have already 'rung' that proverbial bell, there are steps that can be taken to limit potential future impact on your reputation. The first step, according to communications consultant Lindy Kyzer's website, is "Google yourself. Always my all-time favorite tip for understanding how others might view or find you online." (accessed 3/3/2012).


A google search using the term "cleaning up Internet profile" yielded 84.6 million results, with everything from do-it-yourself advice to large consulting firms who will scour and cleanup your Internet profile, for a fee. After reviewing the first few result pages, the one that seemed to offer the most comprehensive and helpful information was Squidoo. (accessed 3/2/2012) This site outlines what is on the Internet and how to find it. It then gives step by step instructions on accessing, cleaning up and changing the setting on each site to optimize what people may find when they google you.


Benjamin Franklin said over 200 years ago, "It takes many good deeds to build a good reputation, and only one bad one to lose it." The world is a very different place than it was in the Founding Father's era, but this tenet is as true and relevant today as when he said it.

Thursday, February 23, 2012

week6r- Managing the Groundswell:Transforming Innovation into Action


Managing the Groundswell:
Transforming Innovation into Action


Chapters 9 & 10 of the book, Groundswell: Winning in a World Transformed by Social Technologies, (Li, Charlene; Bernoff, Josh; Vook), demonstrate what a powerful tool social media can be. This is true for consumers and vendors alike, when the groundswell of social media is used properly to communicate. I emphasize this word- communicate- because the forms and meanings of it are evolving with changing technology. Let’s examine what communicate actually means. Merriam Webster Online defines it as "to convey knowledge of or information about : make known."  This is vastly different from what is happening in the groundswell. The aforementioned book describes the groundswell as, “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” (p. 9)

Confronted with this brave new world in which customers truly do have a voice, whether or not businesses like it, is a daunting task. Businesses face having to learn a new way of communicating with their customers that supports their objectives, while at the same time actually listening to what the customers are saying. These chapters highlight several recent books that emphasize this point, including Eric von Hippel's book, Democratizing Innovation (available online, free of charge by clicking on the link).

Pictured: An example of salesforce.com's advertising
To illustrate how necessary interactive communication is- not only to succeed in the groundswell, but also to survive- several examples of businesses who have successfully navigated this brave new world of social media are presented. The first such example is salesforce.com, a company that provides data and communications management platforms that enable its customers to run there sales and marketing operations more efficiently and effectively. Sounds important? Yes, indeed it is. The daunting task  salesforce.com faced was that because they sell a service, not a static product, their customers expect real-time solutions. The challenge was to find a way to gather the information, analyze it, and adapt to their customers needs in as close to real-time as possible. 


video

They faced this challenge by launching Idea Exchange (explained in the video above) and asked customers for their input on their- the customer's- development priorities. This application was so successful,  salesforce.com bought the company that developed it. As Steve Fisher, the company's VP in charge of the platform puts it,“We can help diminish the political pushing and make it [about] the quality of the ideas.....[the new process is a] real debate about real ideas. You want to surface those and get rid of the crap.” (p.186)

Another example given, and one that is close to my heart, is that of the giant Canadian grocery chain Loblaw's. I lived in the Toronto area for over a decade and I loved Loblaw's, mainly because of their President's Choice brand products. My favorite was their Chocolate Fudge Crackle ice cream! I shopped at Loblaw's when they launched the President's Choice product line. I can tell you first hand that when Loblaw's VP of e-commerce, Jim Osborne described how much the grocery chain does to solicit feedback and improve their President's Choice line, he is speaking the truth. This is definitely not just the usual hype companies make because it sounds good.

In Chapter 10, we see a more recent explosion in the groundswell in action: Twitter. I must admit I only recently joined  Twitter , and solely for the purpose of learning more about it. The thought of adding yet another layer to the constant chatter of this brave new world of Social Media doesn't particularly appeal to me. Having said that, I think  Twitter  will turn out to be a valuable commodity to the marketplace because of the way it facilitates almost instantaneous communication with those businesses who choose to 'tweet", and their customers.
Table 10-1 Illustrates the demographic profile of Twitter users. From: Li, C and Bernoff, J:
Groundswell: Winning in a World Transformed by Social Media. (2011)

From the demographics outlined in Table 10-1, we can see that regular users of  Twitter  tend to be adults with higher incomes who agree with the statement "I often tell friends about products that interest me." This could be a gold mine or a mine field for businesses, depending on how well they rise to this new challenge.

Some businesses, like McDonald's, are already ahead of the curve with  Twitter  McDonald's  has been very proactive and has even dedicated a headcount of employees whose sole function is managing customer relations on  Twitter . Once such customer is Fadra Nally, a North Carolina mother who works from home and takes her toddler son to the local  McDonald's  on a fairly regular basis. Ms. Nally, a professional writer and blogger, contacted  McDonald's  by  Twitter  to complain that her son got a "girl toy" in his Happy Meal when he was expecting an action figure. This "tweet" was picked up almost immediately by  McDonald's  customer satisfaction team who communicated with Ms. Nally and rectified the situation. The value of the good will  McDonald's  creates with this level of customer service, not to mention the accolades the company received in Ms. Nally's blog (pictured, above-left), is hard to quantify in dollars terms. Suffice it to say that millions in advertising doesn't buy that kind of customer loyalty.


These examples demonstrate how Social Media is changing the world as we know it in many different ways. With this evolution comes new challenges for virtually everyone, from businesses who  must be willing to relinquish control, to people who must learn new ways to communicate in order to stay "in the loop", as we have discussed here today. It does go beyond this as well- with political changes, power shifts, economics, and the list goes on...


Wednesday, February 15, 2012

week5o- Navigating the Muddy Waters Between Breaking News and Social Chatter

Navigating the Muddy Waters Between 
Breaking News and Social Chatter

Above: Whitney Houston, date unknown from WhitneyHouston.com
Below: Images of 'tweets' announcing Houston's death taken from
http://mashable.com/2012/02/12/whitney-houston-twitter/
The headline reads: Twitter Breaks News of Whitney Houston Death 27 Minutes Before PressThe story goes on to describe how the first "tweet" announcing Houston's death was initially thought to have come from Twitter user 'Big Chorizo @chilimasgrande'. However the piece continues by pointing out the the actual first "tweet" reporting the iconic singer's death actually came from 'Aha Dior M.@AjaDiorNavy' on Twitter some 15 minutes earlier, just 20 minutes after efforts to revive Houston ceased and she was pronounced dead. The Associated Press released

Friday, February 10, 2012

week4r- Groundswell: A Modern-Day Field of Dreams?

Groundswell: A Modern-Day Field of Dreams?

When I starting using the Internet in 1993, it was a tool for quick communication. After a few years applications were added allowing users to send documents, which was a welcome alternative to “snail mail”. By the late 1990’s the Internet had exploded with all sorts of new applications, evolving into the “Information Super-highway” it is today. At first, the thought of reconnecting with long lost friends, keeping up with the folks and events in my hometown, being up to date of the news and events around the world, and being able to look up just about anything, anywhere was appealing to be sure. It didn't take long for the novelty to wear off, and once-purposeful rides on the Information Super-Highway to become a meandering waste of time.

In hindsight, I can see I had unwittingly become part of the so-called “Goundswell”. It was like driving around in a car, with nowhere in particular to go. The book, Groundswell defines the term as, “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” (p. 9). It goes on to outline that this phenomenon is happening now because of the convergence of people, technology, and economics. Now that I am part of the groundswell, it is time for me to learn how to navigate my way through the increasingly complex network of pages, posts, blogs, podcasts, virtual rooms, and websites.


Downton Abbey, Season 1, Episode 7, Carson the Butler waits for a call on the new telephone

Perhaps the most important insight I've gained so far from the readings is that in order to master the groundswell, one must "concentrate on the relationships, not the technologies" (p.17). This is reassuring, as my reservations about embracing social technology are rooted in my concern about how living in the virtual world can erode one's ability to relate to the real world. I imagine in the early twentieth century there were similar concerns with the arrival of an odd-looking, newfangled device called the telephone. It too quickly became a fixture in homes and businesses alike, and it fundamentally changed the way people communicated and related to each other. As the book outlines, "In the groundswell, relationships are everything. The way people connect with each other—the community that is created—determines how the power shifts." (p18).


From: Li, Charlene and Bernoff, Josh. 2012. Groundswell, p. 43
The groundswell is as much a complex sociological phenomenon as it is a technological revolution. As with other new disciplines, there is a growing body of theoretical constructs and evidence-based research to help us understand the phenomenon and tap into its full potential. The major difference between other disciplines that have evolved and groundswell is that, at least for the time being, the groundswell remains largely driven, constructed, and directed by anyone who cares to participate. (See Figure 1) It is the 21st century version of the Proletariat rising up and claiming their voice, their proverbial seats at the table. In this uprising, the Bourgeoisie are quickly learning that their traditional business and communication strategies- more often than not- are ineffectual. 


So, how do businesses tap into this brave new world? The short answer is that they must be willing to let go of their conventional wisdom, stop talking at consumers, and start listening to the groundswell. They must be willing to hear things they may not like or agree with, and respond on the people's terms. They must be willing not only to learn new ways of relating to their target audiences, but also to learn from their mistakes and evolve.

Thursday, February 2, 2012

Censorship on the 'net

Photo uploaded from
http://media.photobucket.com/image/censored/punkjuggalette/censored.jpg?o=48
So Google is following suit with Twitter in suppressing free speech in favor of Corporate profit. You can read about it in this PCMagazine article I saw when I was catching up on the news this evening. I am not comfortable with this at all- especially considering that my power to protest by boycotting Google products is severely limited by the fact that I am required to use Google products in order to meet the requirements of my courses at school. I am not sure what to do about it.

Wednesday, February 1, 2012

week3o

February 1, 2012


Image downloaded from:
http://media.photobucket.com/image/internet/arieiswadi/83290902.jpg?o=16
Blogging is new to me, both reading and writing. I have tried many times over the last decade to understand what all the fuss was about- with ‘surfing the net’ in general, and blogging in particular. I must say I still don’t get it. Don’t get me wrong, I am not a Neanderthal resisting the ‘Technology Era’. On the contrary, I am very adept in surfing the ‘net for information, research, communication; I even buy my textbooks digitally. But I just don’t understand what is so compelling that people are developing repetitive strain injuries from typing and texting, becoming addicted to the internet to the point of neglecting their children, or feel inspired to abandon all discretion and judgment in order to share their deepest, darkest secrets on the internet. That is what intrigued me about taking this class- I want to understand it better to see if there is something there for me, if I have just missed the point.

Today I feel like I am all over the map. It is the third week of school and I am just developing a “groove” for myself with my classes. If you looked at my schedule, you’d see the proverbial dog’s breakfast: a collection of classes that are only connected by the fact that they are the last remaining items to be completed so I can graduate, degree in hand, at the end of this semester and proceed to graduate school. (My graduate school aspirations are another part of the mix that I will surely revisit in future postings.)

So, I feel at a loss as to where to start as I embark on my new adventure into the ‘Blogosphere’. What do people blog about, anyway? Is there some kind of protocol or ‘Blog Etiquette’, for lack of a better term? When I Googled the term “Blog Etiquette” the search bar gave me a number of suggestions to narrow it down, including craft, reposting, kids, students, photos, specific years, linking, and comments. I decided to stick with just the simple term, and Voila! In a mere 0.30 seconds it came up with a list of possibilities- 85.5 million, to be exact! (Google, 2012) I might add that it was one of the few times when the results pages were not loaded up with ‘sponsored links’, not a single one in fact.

As I started going through the list, I had to think about, “what clues should I look for to know which one to choose?” I noticed that I gravitated towards those that sounded like legitimate businesses, and steered clear of the ones whose names sounded like they were more of the amateur or home-grown variety. This is important, because if I am to launch a successful blog someday, I must pay attention to the ‘hooks’ and what I call the ‘billboards’- the notices that you might scan, but not click. So I guess you could say that a professional sounding web address, like bloggingbasics101.com (Nelson, 2009) and  pcadvisor.co.uk (Babb, 2002) were  hooks, while tipjunkie.com (Turk, Date unknown) and  fictiongroupie.blogspot.com (Loren, 2011) were billboards

In the end, I went with the PCAdvisor website, not only because it is sponsored by a reputable magazine, but also because it had the most comprehensive, well written, and logically presented advice. At the conclusion of this exercise I have gained some insights into what a potential audience might look for, as well as what to avoid; and I have gathered some useful information to help me successfully navigate the blogosphere in the future. All in all, well worth the time and effort!

Works Cited

Babb, P. (2002, June 7). Blog etiquette: Top 10 dos & don'ts. Retrieved February 1, 2012, from PCAdvisor Expert Advice You Can Trust: http://www.pcadvisor.co.uk/news/internet/9550/blog-etiquette-top-10-dos--donts/
Google. (2012, February 1). Search Results. Google.
Loren, R. (2011, January 11). Guest Blogging Etiquette 101. Retrieved February 2012, 2012, from Fiction Groupie: http://fictiongroupie.blogspot.com/2012/01/guest-blogging-etiquette-101.html
Nelson, M. (2009, August 8). 5 Blogging Etiquette Tips for Beginning Bloggers. Retrieved February 1, 2012, from Blogging Basics 101- What Do You Want To Know?: http://www.bloggingbasics101.com/2009/08/1639/
Turk, L. (Date unknown). Blog Etiquette or Blogtiquette. Retrieved February 1, 2012, from Tip Junkie: http://www.tipjunkie.com/blog-etiquette-or-blogtiquette/