Dangers of the Twitter Doppler Effect
Recently we’ve been experiencing what we’re terming the “Twitter Doppler Effect.” According to Wikipedia:
“The Doppler Effect is the change in frequency of a wave for an observer moving relative to the source of the waves. It is commonly heard when a vehicle sounding a siren approaches, passes and recedes from an observer. The received frequency is increased (compared to the emitted frequency) during the approach, it is identical at the instant of passing by, and it is decreased during the recession.”
The result is that the Doppler Effect, as applied in the example above, can create an added sense of importance and urgency to the oncoming siren. The Twitter Doppler Effect refers to the increasing buzz around social media. The result is an exaggeration of the role Twitter and other social media tools can play in the healthcare marketing mix, and it seems to happen at two levels.
On a broad scale, conversation among healthcare marketing and communications folks right now is heavily weighted toward social media, with its designation as the next “new big thing.” Social media seems to be dominating message boards, conference offerings and Twitter chats (no shock there). We have even noticed the Doppler Effect in our own communications, as more and more airtime in our healthcare marketing podcasts has been dedicated to discussing social media. As one result, the Doppler Effect warps the perceived importance of something like social media. For example, some are positing that social media will soon replace other options (or is already doing so) as the primary marketing channel in healthcare.
On an individual level, I’ve had the experience of trying to explain the potential benefits of social media to healthcare marketers who aren’t quite there yet. The result is often a passionate debate spent building up the value of social media and knocking down the inevitable roadblocks (“who cares when someone eats a sandwich?” or “who has time to keep up with Twitter?”). It feels as if I’ve spent an inordinate amount of energy and time on a subject that in the end is likely to have incremental value in the scope of overall marketing strategies.
Don’t get me wrong – we’re fans of social media. The cost of entry is extraordinarily low, and smart hospitals are learning how to build tools like Twitter and FaceBook into their overall marketing, communications and service strategies. But social media is just one more tool in the tool box, and the danger with the Twitter Doppler Effect is that it could raise expectations to inappropriate levels. It will be interesting to see once the social media hype hits its apex, how the noise will diminish, and where these tools will fit within the overall mix of marketing and communications.
Bravo Chris! I’m a fan of social media and tools, but as you’ve said, they’re part of the plan, not the complete solution. It’s great to hear from someone that has an a good understanding of the big picture.
My issue, from an app dev standpoint, are the plethora of freetarted apps shoved out using mega millions in VC with no idea of how to monetize the product.
At some point Twitter, and tools like Twitter, have to make money for their investors. It’s either ads, data, or subscription. In the end, someone’s gotta pay, and in most cases it won’t be users.
Social media sites will come and go. Look at Friendster. Even MySpace is a shadow of its former self. It’s the user-generated content movement that is important to embrace, since it’s a fundamental shift in online behavior. That means considering all of one’s dozens of social media options at any given time and watching for the next best thing to come along. Long live Twitter (for now)!
Social media sites can be a part of the plan but we can’t depend solely on them. Health care marketing can be a challenge for organizations, doctors and others who are trying to expand their business beyond their local markets. Social media sites can help but they are not the ultimate one. Need to see deep.