PepperDigital

We Love The NHS

By Carl Foster

One of the things l like most about the internet is that it enables people in different parts of the world to find out what is really happening elsewhere without having to rely on the mainstream media and what it determines the news (or even the facts) to be.

A great example of this can be seen with all the debate about US healthcare reform and the British National Health service. Opponents of universal healthcare in the US, or socialised medicine as some seem to call it, have always looked to the NHS as a place to pluck healthcare scare stories from, and no doubt there are a fair few to choose from. But unlike in the past, the Obama healthcare reform bill is being debated in an age when everyone is able to air their view through their blog, on their Facebook page or their Twitter feed or comment on a newspaper article.

According to a BBC report the intensity of the most recent row erupted over an editorial in Investor’s Business Daily that claimed that Professor Stephen Hawking would not be alive today of if he was subject to the care of the NHS. In terms of fact checking errors go that is a pretty major one because Stephen Hawking has lived in the UK and has received care from the NHS for most of his life. The online version of the editorial has since been changed. What is interesting though is how the debate is not being carried out just between commentators on Fox News or in The Guardian, but between people on the street (or should that be, on the ward).

Twitter has proved again it is the best place to go to get a snapshot of feelings on this and for sure #WeLoveTheNHS is now a top trending topic. Never one to miss an opportunity to look down with the kids, Prime Minister Gordon Brown has Tweeted in favor of the NHS along with his wife, who has an interesting Twitter feed all of her own. But aside from ‘with it’ politicians, what you see at #WeLoveTheNHS are individuals defending the NHS and explaining why it is a good system, albeit not perfect. However Twitter only creates a snapshot, for more detailed insight you need to do a bit more digging, and for anyone wanting to find out what the NHS is really like then you would be hard pushed to find a better review than this one from an American lady who has experienced both US healthcare and the NHS. 

How Much is the Internet a Part of Our Culture?

By Jessica Slevin

Every morning before even getting out of bed, I check my e-mail, read the news and check the weather forecast. Like most people, using the Internet for all of these things is just another part of my daily routine that I take for granted. Have you ever stopped to think what your life would be like if you didn’t have reliable access to Internet?

I’m not talking about when your power goes out because of a storm, or those few days in a new apartment that you have to wait for cable and Internet access. Most people don’t even realize that there are still parts of rural America without high-speed Internet access. Even though the U.S. is consistently ranked number one in the world for technology use and skills (see this post from the New York Times Bits Blog), there remains about 4.5% of the population that does not have access to Internet.

Government agencies are starting to realize what a hindrance this is, and are considering the cost of providing high-speed Internet access to more rural areas. According to this article in Business Week, economic stimulus legislation has set aside $7.2 billion in grants and loans to encourage installation of broadband networks in regions that currently lack access. There are several options to carry out these plans, and currently service providers are discussing which will be most cost-effective. The internet may be delivered through both existing infrastructure (telephone lines, cable-TV networks or electric power lines) as well as through the installation of new fiber-optic cables, new wireless networks, or by using satellites.

The interesting thing is that the majority of people without Internet access choose not to have it. Referring back to the New York Times blog previously mentioned, only 14% of people who don’t have broadband say it’s because they can’t get it. Most of these rural citizens say they aren’t interested in the Internet, it’s too difficult to use or wastes too much time. With this in mind, should the government be spending stimulus money to bring Internet to all rural users? Or are they forcing a new culture on people when they just aren’t ready for it?

Sir Humphrey joins the Twitterarti

By Carl Foster

This week, the British Civil service was instructed to get on Twitter. In a 20 page document sent out by the Cabinet Office, which oversees government operations and strategy, departments were told how Twitter is “experiencing  a phenomenal adoption curve,” and that one of the objectives of communicating through Twitter is to “extend the reach of our corporate messages.” Another objective, believe it or not, is to provide departments with an “informal ‘human’ voice.” If you were unsure what Twitter was then Appendix A of the document would fill you in.

Each departments’ Digital Media Team will run their respective Twitter feed, and all tweets must be approved by nominated members of that team, presumably one of the same two people who are allowed to have the password to the departmental Twitter account. At least two tweets must be made per day but no more than ten and at least a 30 minute gap must be left between tweets.  All tweets must be no more than 132 characters to enable unedited retweeting. Content to be tweeted includes “all press releases, speeches and statements… unless there is a reason not to,” as well as coverage of events and Ministerial movements. Any follow requests will be reciprocated, although this is automated and “we will make it clear in our Twitter policy (Appendix D) that following back is automatic and therefore does not imply any endorsement.”

If this is an attempt at joined up government then I think it might be better to leave departments to their own devices. Social media is great for some organisations, and possibly some government departments, but certainly not all. For example, Twitter would be a great tool for Tessa Jowell, Minister for the Olympics, but what about the Ministry of Defense? “All press releases, speeches and statements” to be tweeted? Is the MoD going to tweet about the latest military casualties in Afghanistan? The medium is not appropriate for that news and I hope would come under the “unless there is a reason not to” part of the document.

One thing that did interest me was the section about retweeting. Retweet requests will be considered on a case by case basis but “with a general aim to honour such requests” but only from other departments, stakeholders and third sector organisations, but not for profit making organisations. Charity PR and public affairs departments take note: a new way to get the Government involved in your latest campaign, press release, research paper or event is to ask them to retweet about it. That is assuming two things: a) your charity is on Twitter already and b) these government departments don’t close their Twitter accounts because no one is listening to their sterile feeds.

Lastly, I can’t let a whole post on the civil service go by without linking to one of my favourite TV comedies, the Yes Minister/Yes Prime Minister series. Click the link and enjoy.

Is Twitter the Next Arena of Free Speech Regulation?

Amanda Bonnen is being sued for a Tweet she made about an apartment she was renting from Horizon Realty, a property management company in Chicago. The offending Tweet: “Who said sleeping in a moldy apartment was bad for you? Horizon realty thinks it’s okay.”

Horizon Realty’s considers the Tweet libelous and has filed a $50,000 lawsuit against @abonnen because they believe the Tweet is damaging to their reputation. In an article in the Chicago Sun Times, Horizon Realty’s Jeffrey Michael claims the Tweet is “obviously false” and that his company is a “sue first, ask questions later” organization.

This case raises two issues:

1. Where is the line drawn between opinion and libel in social media?

True statements are legal to publish. Libel is anything that is a blatant lie or is written with the intent to defame or injure someone’s reputation. The safest course in Tweeting about a brand is to be factual in your communications. Consumers need to be aware that although Twitter is free, and that we are a nation of free speech, there are limitations to what you can say. Just like you don’t shout “Fire!” in a crowded movie theater unless there really is a fire, you don’t defame someone on Twitter just because you don’t agree with their approach to customer service.

2. How can companies manage their brands and customer service better in social media (notably Twitter) spheres?

Any brand manager knows a consumer’s voice is powerful. A customer’s voice on Twitter adds volume to the message.  A company concerned with brand reputation doesn’t “sue first and ask questions later.” That approach has a more damning effect to a reputation and brand than a single Tweet about a problem with an apartment. Especially from @abonnen, who only had 20 followers—most likely friends and family members. This situation could have been handled much better by Horizon through keeping a close eye on customer opinion and resolving the issue. Perhaps resolving the mold issue would have resulted in a positive Tweet commending Horizon’s handling the issue so promptly. We see this everyday on Twitter. A perfect example of brand management via Twitter is JetBlue’s handling of an issue my colleague Rob Longert had earlier this year.

The increased popularity of Twitter this year requires brands to listen more diligently and attentively to consumers. The power of the 140-character Tweet can spark wildfire-like discussions. Brands and consumers need to realize this potential, both parties need to be prepared for the consequences of their actions. For consumers, the simple rule of thumb is are you prepared to post a Tweet that you would also be willing to post your message on a busy highway billboard with your name, picture and email address visible to everyone. For brands, how you respond to a Tweet can have a more powerful effect on your image and reputation than the “offending” Tweet.

Buy it... It’s Practically Free!

by Dawn Lauer

Unless you’re managing The Family Dollar, most bricks-and-mortar retailers are gearing up for another disappointing holiday selling season. And, after weeks of speculation about the status of giant credit lenders, it’s inevitable that many are exploring the possibility of adding an online component of their business model for 2010.

 While we may see some traditional outlets trending toward an e-venture, the new digital model, based on a simple concept, may seem counterintuitive: give away your goods! According to Chris Anderson, Editor of Wired magazine, the road to profitability is through a “freemium” model – one where a company offers the greater good its products and services for free, but then targets a segment of that population to sell in a premium product or service. It has obviously been successful for online news services, companies like LimeWire, etc. that have earned a broad audience willing to pay to extend that service.

I’ve been thinking a lot lately about how this country will emerge from the economic downturn and believe that the most influential change in the buying behavior of consumers will be their psychological state. For most, that will be a state of caution, and I think it will be quite a long while before the masses are driving without one foot on the brake at all times. This is why the concept of freemiums intrigues me so; it plays right into the dollar store mentality. Get the masses in there by appealing to their newfound sense of principle and fiscal sensibility, and then before you know it, they’ve left spending more than they probably would have elsewhere. And the justification? It feels safe.

It’s a huge opportunity for marketers as well. Online companies will need to fight hard to distinguish themselves when everything is free.