Back to Social Media 101


76631631129749505_2TjWWdld_cThere seem to be a few high profile brands out there in need of a social media 101 refresher course. In the last few weeks we have seen a number of examples where brands have forgotten the first rule of social media management – do not delete.

The two big examples from the last few weeks are Paspaley and Seven News. Following a story on Four Corners regarding the death of one of its divers Paspaley faced scathing social media backlash with angry comments posted on its Facebook page and via Twitter. Paspaley then made the mistake of deleting some of the comments from its Facebook page. (For more details and the response from Paspaley see this article on Mumbrella)

In a similar example, Seven News also deleted comments on its Facebook page from a mother angry at the coverage of her daughter’s death. (More details here: Mumbrella) We have also seen Gloria Jeans and Comic Con Melbourne commit the same basic mistake recently.

The first rule in community management should be do not delete, (obviously there are exceptions to this where offensive or inappropriate content is concerned) but it seems some of the big brands have forgotten this.

Getting the basics right, especially in an issues management situation, is essential. A well executed issues management plan can ideally turn a crisis situation into a positive opportunity for a brand. But getting it wrong can have a devastating impact, especially when it comes to social media issues management.

The old adage that a reputation takes a lifetime to build and seconds to destroy has never been more apt than in today’s social world of instant information dissemination. Breaking the “do not delete” rule seems to point towards a lack of issues preparedness from a social perspective on the brand’s part. Ultimately, you can’t sweep an issue under the social media rug by deleting a comment; it won’t make the problem ‘disappear’, and will most likely inflame further backlash.

If you don’t have a solid social media issues management plan in place, why not give us a call ;)

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To engage in social media or not to engage, that is the question! But what’s the answer?


By Claire Leggott

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In part two of Cube’s update from the Inaugural Social Media in Healthcare Conference we explore the hot topic of how and when to enter the world of healthcare social media. 

From Facebook, Twitter and blogs, to the new kids on the block – Google+ and Pinterest – the social media sphere is ever expanding and brands/companies seem to be embracing new communication channels with increasing vigour.

However, hesitancy to engage with digital remains in many industries, including the pharmaceutical industry.  Employing a level of caution is prudent as navigating social media within the confines of the Medicines Australia Code of Conduct can be a daunting and somewhat tricky business.

It need not be scary though, as Andrew Moore, from Sanofi, pointed out .He believes a fear of the unknown or seemingly uncontrollable should not hold pharmaceutical companies back, and spoke about a listening campaign – social media monitoring – which formed part of Sanofi’s first foray into social media.  Getting the campaign up and running involved overcoming challenges regarding the potential for mass adverse event reporting, but in reality adverse event reports occurred with just 0.3% of product mentions.  Andrew advocates a listening campaign as an ideal way for companies to dip their toe into the social media water and as a platform from which an effective social media communications strategy can be developed.

Further voices of experience were heard at the conference, with both Simon Lillis from PwC in Sydney, and Kerrie Noonan from The Groundswell Project, highlighting the vital components to ensuring a successful strategy.  Put simply:

  • Identify a very clear and simple goal/objective
  • Interact with the audience (although beware of going too strong and over-facing the audience)

Elisabeth Tuckey, from Headspace, also emphasised the importance of understanding your audience.  For example, males don’t often ‘like’ pages on Facebook but are drawn by visuals so YouTube is an impactful communication channel for men.

It is clear just how much communication is now taking place online, be it on a computer/laptop or mobile device.  Discussion about a brand will be taking place somewhere within the digital ether regardless of whether said brand is actively targeting audiences in this sphere.

Cultivating a social media presence does come with some risks but ignoring this communication channel could be the biggest risk of all.

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‘Digital Darwinism’ – how the fittest will survive in the healthcare social media sphere


Picture1Niki Karlson

Social media is fast becoming ‘business as usual’ for brands and organisations. In the healthcare sector we are embracing the opportunities it presents to reach our customers (patients and healthcare professionals) – but there is an understandable sense of trepidation, with the industry approaching social media as an unknown quantity. There are certainly additional restrictions and considerations for healthcare brands moving into the social space; regulations and duty of care to name just two. But today, a major brand that is unavailable to its customers in the social space will leave people asking “where the bloody hell are you?”

Cube recently attended the Inaugural Social Media in Healthcare Conference. The overarching theme was the reticence of many healthcare brands to engage in social media, balanced against the necessity for it to be embraced.

Ramsay Health Care shared their social media strategy, which they approached from a risk assessment point of view. That is, it was a greater risk not being there; staying ‘safely’ away from the unknown wasn’t an option anymore.

The company is using social media for employee communications and training, talent identification, engagement with its customers/audience and to position its senior staff as thought leaders in the industry. Ramsay has rolled out its social media presence by developing employee advocates, who can then educate their peers on the usage and benefits of different platforms.

Ramsay Health Care is a great example of successful social media communications for both internal and external audiences. In contrast, we can clearly see the repercussions of not engaging in the social space by looking at the social storm that was created around the Queensland Health payroll debacle.

As soon as the news of the mis-payment of Queensland Health employees broke it was all over the social sphere. Disgruntled employees were galvanised into action via Facebook groups and pages. Stories, grievances and opinions were shared and all in an open forum, where the public and the media were watching.

Without a presence on key social networking sites Queensland Health left itself open to public judgement without any input or response from the organisation. The body has since joined Facebook and Twitter, but the payroll issue is a good illustration of why waiting until you need a social presence is such a risk.

The development and implementation of social media policy was also discussed. Firstly, policy needs to be fluid; the social landscape is constantly in flux, and as such, your engagement policy should be also. Policy should be inclusive, not exclusive. And finally, the resurgence of the K.I.S.S approach (keep it simple!). The perfect example of this is the Mayo Clinic’s 12 word social media policy, which was released in May:

• Don’t Lie, Don’t Pry
• Don’t Cheat, Can’t Delete
• Don’t Steal, Don’t Reveal”

Social media is necessary in, and complementary to the health industry. As Professor Enrico Coiera, Director, Centre for Health Informatics, Australian Institute of Health Innovation, UNSW opened with; most diseases are social, so shouldn’t the healthcare industry be social as well?

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Pinterest: how digital pictures can tell a thousand words, and then drive traffic to your website


By Johanna Waide

Pinterest – the latest digital media application everyone seems to be using in their personal lives as well as in the business world. It’s hard to believe that the humble pin board that adorns the kitchen walls has morphed into a virtual visual feast that allows us to reach beyond the written word to tell a story.

Put simply, Pinterest is a fast and cheap way to share content including photographs, videos and links to other websites. It’s also a great way to categorise images and content, by moving ‘Pins’ into separate pin boards like advertising, fitness and kids or pregnancy.

Signing up to Pinterest is currently by invitation only. Once the request to join is approved (which may take up to a week), users can then begin to follow, re-pin and comment on the pin boards of others that they find interesting or inspiring.



Since launching in March 2010 Pinterest has made waves because of its ability to draw big numbers in terms of online traffic.

Web information company reported that the site is currently ranked the 42nd most popular website in the world, coming in at number 26 in Australia. Additionally, according to Australian social media statistics, the number of Pinterest users grew from around 190,000 in February 2012 to 350,000 in March – an increase of 160,000 in just one month.

Industry experts say that this popularity will continue to climb as millions of new pins are added everyday from all over the globe. The site also has impressive ‘length of stay’ engagement numbers, third only to time spent on Facebook and Tumblr.

Because of this hype, Pinterest is already being used by businesses to further their online presence.

However, just as with any communication tool, it’s important to consider whether this new social medium aligns with your organisation’s core purpose and values, as well as how it can best be used in ways that benefit all stakeholders.

Here are our top five picks of the ways businesses might use Pinterest:

1. Promote products and services

As the saying goes, a picture is worth a thousand words, making Pinterest’s visual focus a powerful opportunity for businesses to engage and educate audiences about its products and services. Ways this can be achieved include adding pins of new product images, ‘how-to’ video demonstrations featuring a brand’s products or user-generated photographs showcasing a products’ unique or special features.

2. Showcase core values – all of them

At present the site hasn’t created a distinction between personal and brand profiles. While the temptation may be to post pins related only to your products, user etiquette is very important within the Pinterest community, so boards that are too self-promoting won’t be well received.

US grocery chain Whole Foods Market have set a benchmark in achieving an optimal balance between product-endorsement, enticing user interest and showcasing the different facets of an organisation.

Quoted on Mashable, Whole Foods Market’s Global Online Community Manager, Michael Bepko, explains how they have leveraged the platform as a marketing tool: “It allows us to curate images from across the web that really speak to who we are as a company, images that reflect our core values and essentially communicate the essence of who we are.”

Whole Foods Market’s Pinterest profile currently consists of 40 pin boards. Pin board topics range from recipes using the store’s produce (which have quirky titles such as Cheese is the Bee’s Knees and Eat your Veggies) to boards that promote external causes including Earth Day. Although global in its outreach now, the organisation also pays homage to its humble establishment in Texas in 1980 and has a board that encourages people to pin useful, interesting & influential Texan things & Texans to follow on Pinterest.

To check out why Whole Foods Market has almost 30,000 Pinterest followers, visit their profile by clicking here.

3. Engage in conversation

For businesses Pinterest provides a channel to access and respond to user comments regarding their products or brand/s in general.

Additionally, like Twitter, Pinterest uses hashtags (keywords) to enable its search functionality and generate trending topics. By adding one or multiple hashtags to your pin descriptions (up to 500 characters), you can increase the likelihood users will come across your pins.

4. Add a “Pint It” and/or Pinterest “Follow” button to your website or blog

Adding a Pinterest button to your online platforms not only lets your audience know that you’re present on the site, it allows users to re-pin your posts to their own Pinterest profiles.

Follow this link to learn how to add Pinterest buttons:

5. Drive website traffic

Last but certainly not least, Pintrest may help drive website traffic and boost search engine optimisation (SEO).

When users add a pin, they can include a URL in the description, thus creating links between posts and specific websites or blogs. Additionally, as PR and communications blog Bianchi Biz Blog aptly explain, when a user adds an image to a pin board from an online source, the original link is automatically stored within the image, allowing visitors to click back to the original source.


While these tips highlight just some of Pinterest’s exciting and innovative features, before deciding to use the social media platform, the golden rule of communication still stands: ensure it is (or has the potential to be) relevant and meaningful to your target community.

What primarily separates Pinterest from other social media sites such as Facebook and Twitter is its adherence to a single media form, the picture. In other words, what you need to consider is whether pictures can tell your audience what you want them to hear. Can Pinterest tell your story?

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Today’s hot topic: what the Federal Budget will mean for the healthcare system


By Jody Fassina, Independent Political Consultant, JF Consulting

As the raft of media alerts, political alerts and public and political commentary dictate today’s papers and coffee machine conversations, here’s the low down on the health highlights (or low lights) when last night’s Federal Budget was handed down, according to leading political consultant, Jody Fassina.

Against the backdrop of record spending on the Health portfolio, estimated to be $61 billion in 2012/2013 and a 37% increase on 2007/2008 levels of which the PBS is estimated to account for $10.9 billion, in 2012/2013 the Budget did not contain a systematic attack on the PBS.

That being said, while the Government has highlighted the savings that flow from price disclosure resulting in savings of $528 million in 2012/2013, it is predicting growth in PBS expenditure of  5% per annum in 2013/2014, indicating the pressure will still be on the pharmaceutical sector.

The most disturbing initiative contained in the Health portfolio is that the Government will provide funding to the Department of Health and Ageing to recover compensation from pharmaceutical companies as a result of losses incurred by the Government due to the delay in the listing of generic medicines on the PBS.

Hence, a pharma company seeking to litigate an expired patent in the Courts that results in delay and hence foregone savings to the Government, will want to be very sure of their legal footing, because if they lose such an action the Government will seek to sue them for the loss of savings so incurred from a delayed PBS listing.

It’s not all doom and gloom however with the Government committing to deliver major new health initiatives to support front line health services redirecting $74.5 billion to essential health and ageing services and facilitating access to care particularly in rural remote regions. E-health also gets a cash injection of $233.7 million to facilitate the national roll-out and system modernisation.

Additionally, with significant investment in oral health $515.3 million, additional funds for the national bowel screening program ($49.7 million) and health facility construction ($475 million across country areas), perhaps there is a glimmer of light for a healthier nation and the pharma sector that works to support it.

Jody Fassina specialises in providing strategic counsel to both corporate and non-profit organisations requiring high level advice on public policy issues of paramount importance to their organisation. Jody has worked as a senior public affairs manager in the corporate sector with Macquarie Bank, a political consultant with a boutique Sydney firm and as a senior policy advisor to federal MPs. He is currently an independent political consultant, having established JF Consulting.

For more information contact Jody Fassina at

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The truth about YouTube


Yesterday the Cube team attended a fascinating digital breakfast hosted by Galaxy Research with guest speakers Kate Mason and Henning Dorstewitz from Google.

With the explosion of viral videos, we explored and busted the top five myths about video content and YouTube.

But before we delve into that, can you guess what the most popular viral video was in Australia last year? To give you a clue, think of the wedding we were all talking about and combine it with some flamboyant dance moves. Yes, the T Mobile Royal Wedding viral was the most popular video in 2011 and has received over 25 million views to date. According to Henning Dorstewitz there are three reasons for this:

1) It’s timely and was developed when the Royal Wedding was on everyone’s minds

2) It’s well executed. It’s shot from the side isles of the cathedral and you feel like you’re there at the wedding amongst the guests

3) It’s funny. Flashmob trends are incredibly popular and this was the perfect opportunity for T Mobile to reinvent their brand

Now here’s to the top five myths about viral videos:

Myth #1: I need to have a viral hit to be successful on YouTube

This isn’t the case. You can be very successful and have a strong presence on YouTube without a viral hit. The most important thing is to think about is what will appeal to your audience!

Myth #2: Only funny videos are popular on YouTube

It’s actually ‘how to’ videos that instruct the end user about something informative that are the most popular videos on YouTube. If a company or business can make use of this strategy for their brand, then they should. An example is this shoe designer tutorial.

Myth #3: YouTube is only for young people

Statistics reveal 55% of women aged 18-57 access YouTube once a month or more.

Myth #4: A successful YouTube video needs to be unique and something nobody has done before

The most popular videos we’re seeing coming through often follow a trend. You only need to take a look at the T Mobile flash mob as the perfect example.

Myth #5: Videos have to be professionally produced to gain traction

Many fantastically produced virals cost less than $300. It’s what you’re telling the viewer that really matters. An example is this very funny and popular video about razors!

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The extra ‘P’ at APP


By Lisa Burling, Director Consumer Health

I’ve been lucky enough to escape Sydney for the sunnier climes of the Gold Coast this week, spending a couple of days at the APP conference.

APP stands for ‘Australian Pharmacy Professional’ and is the annual conference of the Pharmacy Guild of Australia. But after listening to various talks and having conversations with delegates I think a ‘p’ is missing – and that’s one that stands for PEOPLE.


Because I’ve discovered that, behind closed doors, pharmacists spend a lot of time talking about us which is fantastic and hugely positive. Of course there are conversations about other ‘p’s – price points and politics to name just two. But it’s me and you – in our role as their customers – that they’re most interested in.

Senior Drug Information Pharmacist at the Mater Hospital in Brisbane, Dr Geraldine Moses urged pharmacists and their teams communicate the facts to people about pain relief medication – rather than what they think is right. Can we take our pain killers without eating first? It turns out we can. Are all pain relievers the same, and appropriate for all of us? Absolutely not.  This is why it’s so important a conversation takes place.

Dr Colin Mendelsohn, a GP who sits on the Australian Association of Smoking Cessation Professionals painted a vivid picture of people who smoke – and why they do it. For some it’s genetics and the ‘reward pathway’ which increases levels of dopamine in their brain; for others it’s cue-induced cravings like coffee or just the generally positive feelings these people get when they inhale. I didn’t know that 75% of smokers want to quit, but the success rate of trying to do it on their own is extremely low. In fact, 50% of quitters will relapse after 12 months.  Pharmacists and pharmacy assistants who sat in that room with me will take this information and apply it to their customers – people who need professional guidance and support to finally give up and live a healthier life.

Pharmacists also know a lot about the different types of people who walk through their pharmacy doors. Grocery channels like Woolworths and Coles have put their kit on and walked onto their playing field. It’s no secret that Woolworths is looking at healthcare as a source of growth in the coming years.

According to Dr Gary Mortimer from the Queensland University of Technology Business School, pharmacists ask “who walks through my door instead of going to supermarket, and why are they doing it?” Interestingly, Dr Mortimer says the real opportunity for pharmacy and supermarkets is affluent people aged 55 and over. He also highlighted that the basic fundamentals of relationships with people – trust, legitimacy and value – are what differentiate a pharmacist from a shelf-stacker in aisle four. Supermarkets simply can’t operate in this space; professional advice from a real person cannot be addressed with signage and a shelf wobbler. 

Perhaps Dr John Bell from the PSA Self Care Program summed it up best: “Optimal staff selection and training is likely to be the greatest asset and most important investment for ensuring pharmacy success.”

Or put more simply: “employing the right people, trained by the best people, to give the best possible help and advice to people who need it.”

I vote for a name change – APPP in 2013!

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You are what you eat? Online and offline consumption


The internet is increasingly influencing our diet and attitudes towards food – from online advertising about the latest diet plan, to accessing nutritional information about what you’re eating, ordering take-away via a smartphone and mobile applications able to assist with developing a grocery list.

The recent media discussions regarding traffic light food labelling have made nutrition a hot national topic – even more so now information about any kind of food is available at the press of a button. We’ve also seen an explosion of apps designed to help us make considered decisions about food and avoid the danger of eating hidden fats and sugars.  One that was launched this week is ‘food switch’- positioned as a tool to empower Australian shoppers to make healthier food choices. The app allows users to scan the barcode of packaged foods using their iPhone camera and receive easy to understand nutritional advice.

New Year resolutions

January is typically the month to kick-start our healthy eating resolutions and the nation’s dietitians are encouraging Australians to take part in a healthy ‘pledge’ campaign in tangent with Australia’s Healthy Weight Week (22-29 January). This social-media based campaign encourages users to publish their pledges via a Facebook page and Twitter profile. Ten years ago, such a supportive and motivating digital platform would not have existed, but in today’s social media environment, we are able to benefit from immediate, interactive digital programs.


Online support

Weight management is also big business online, with the availability of personalised online tools for those who want to access support and information in the comfort of their homes. This is particularly helpful to those situated in remote areas of Australia and who don’t feel comfortable attending a face-to-face meeting. Weight Watchers Online enables people to remotely track what they are eating, monitor their weight and develop an interactive shopping list.

The Government has also launched a number of digital initiatives providing nutritional support. There is the Healthy kids: Eat well, get active website, positioned as a ‘one stop shop’ of information about healthy eating and physical activity for parents and carers, teachers and childcare workers, health and other professionals and kids and teens . There is also the Government’s digital Swap It, Don’t Stop It campaign encompassing a mobile app and website, helping users to make healthier choices.

Accredited practicing dietitian and infant nutritionist Kate di Prima says, “More often than not, patients I see are educated about food and what they’re feeding their families. A contributing factor is the plethora of information accessible via the internet. It’s important to use reputable sources – there is a lot of dialogue happening, which can sometimes seem overwhelming. The flip side is we’re inspired to cook more adventurously and use ingredients that we may not have previously considered.”

Fashionable nutrition

Indeed, examples such as the Create Nutrition blog and journalist/media commentator Sarah Wilson’s blog define modern, fashionable nutrition.

In this day and age, smartphones mean that every one of us is a potential food critic, having the ability to write immediate, online reviews, while seated in the restaurant. This in turn means that food standards need to be high.


It will be interesting to see what the future holds and if the shelf life of online nutrition tools expires before the groceries go off!

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The real impact of Australia’s e-health system


Australia has one of the world’s best healthcare systems, but that doesn’t mean there isn’t room for improvement. In the digital age, it’s hard to believe collecting and sharing health information such as medications, test results, scans, or hospital discharge reports is still by paper – an arrangement which undoubtedly has its limitations.

Australia’s move to an electronic health system was only going to be a matter of time. Coupled with the estimated national investment of $466.7million to launch the e-health system next year, healthcare professionals and patients are contemplating the real impact this will make.

According to the Federal Government, the digital management of health information has the potential to transform the way we do things now, streamlining processes, facilitating information sharing and ultimately, making it much easier and efficient to look after the health of the nation. The specific tools that will make this happen include:

  • Personally controlled electronic health records: enabling the communication of patient data between different healthcare professionals including GPs and specialists;
  • Telemedicine: physical and psychological treatments at a distance;
  • Consumer health informatics: use of electronic resources on medical topics by healthy individuals or patients;
  • Health knowledge management: an overview of latest medical journals, best practice guidelines or epidemiological tracking;
  • Virtual healthcare teams: consisting of healthcare professionals who collaborate and share patient information through digital equipment;
  • M-health: including the use of mobile devices in aggregating patient data, providing healthcare information to practitioners, researchers and patients, real-time monitoring of patient vitals, and direct provision of care (via mobile telemedicine);
  • Medical research using grids: powerful computing and data management capabilities to handle large amounts of information;
  • Healthcare information systems: appointment scheduling, patient data management, work schedule management and other administrative tasks surrounding health.

The digital system will increase communication between healthcare professionals and the public – but what difference will it make to their everyday lives?

Patients will be able to access their personal health records and support will be at their fingertips. Ultimately, treatment will be more streamlined resulting in clearer records and more immediate access to healthcare professionals.

For healthcare providers, a seamless roll-out will enable them to access patient information at the click of a button. An electronic system will translate to improved methods for disease surveillance and being able to get a second opinion – resulting in improved patient care.

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General Practitioner and former Australian Medical Association president, Dr John Gullotta says, “It’s inevitable that an implemented e-health system will alter the way patients and GPs interact. Key elements of personalised health information will be brought together and patients will be able to access their own health details and benefit from streamlined GP visits.”

Despite the anticipated benefits, there are some concerns about the implementation. The media has voiced doubts about the security of patient’s records. In addition to this, there is concern a digital system may isolate people who do not have access to a computer, particularly people living in remote areas, older generations and low socio-economic families. And like all sophisticated IT systems, there is also the risk of technical failures.

The opportunity for patients and healthcare professionals to have access to personal health information whenever needed, and the predicted streamlined treatment journey, paints a very positive picture. But until Australia’s e-health system starts operation and is assessed in practice, nobody is willing to fully sing its praises quite yet.

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What does the Twitter explosion mean for journalists?


Back in 2009 when the US Airways flight crashed in New York’s Hudson river, it took a mere four minutes before a member of the public broke the story to the world via Twitter. Jim Hanrahan, wrote: “I just watched a plane crash into the hudson rive [sic] in manhattan”.


It wasn’t long before the story was spreading like wildfire in Twitterverse. Interestingly, it took news outlets longer and it was approximately 15 minutes later that they began reporting the incident.

Love it, or hate it, with the rise of social media channels like Twitter and Flickr, news stories can reach all corners of the world with an immediacy we’ve never seen before. We only need to look at more recent examples of the microblogging’s speedy ability to spread the word, including the death of Steve Jobs and Muammar Gaddafi. So what does this mean for qualified, modern-day journalists and how are they embracing Twitter?

We’re constantly reminded that we’re in the midst of a social media revolution. Twitter is a social networking phenomenon and Australians aren’t holding back! In fact, Australia accounts for 1.8% of Twitter’s traffic and the social networking site attracts 1.1 million unique Australian visitors per month.

So, what is Twitter? Twitter, in essence is a very simple tool. ‘Tweeters’ are limited to posting short, 140 character messages (the same length as a traditional SMS message) to their followers. So a Tweet can’t provide a lot of detailed information, but it can make a concise point, link to an image or webpage and most importantly publish content immediately.

Since it’s creation in 2006 however, Twitter has evolved. ‘Tweeters’ are now able to search the entire network in real-time for specific topics or breaking news, organise their streams with ‘hash tags’ – the # symbol, used to mark keywords or topics in a Tweet, and even add photos or videos to their posts.

These developments of the social media channel have translated to journalist engagement. Twitter has become a way for the media to keep up to date and engage with their audiences, locate sources and to report on news in real-time. The sheer speed of Twitter’s ability to spread breaking news has completely changed the way that journalists report and audiences receive news.

Many key Australian health journalists are opting to not only ‘follow’ the news on Twitter but also publish and promote their own stories. Take ABC medical health reporter Sophie Scott. Sophie’s an active Tweeter and uses the channel to broadcast her stories to the world.

Sophie Scott

Twitter itself, is also catching on to the growing trend of journalists engaging the networking site. This is reinforced by Twitter publishing a set of guidelines called Twitter for Newsrooms, which is designed to help journalists use the platform effectively. A Twitter spokesperson explains:

“We want to make our tools easier to use so you can focus on your job: finding sources, verifying facts, publishing stories, promoting your work and yourself and doing all of it faster and faster all the time.”

Twitter for Newsrooms was launched earlier this year and demonstrates to journalists how to “report”, “engage” and “publish” to their followers.

There are a plethora of other helpful tools that are assisting journalists with their mission to conquer the news digitally – be it, Tweetgrid,, Twhirl, Tweetdeck or Twellow, and the list goes on.

During a talk in Melbourne on the ‘Twitterisation of Journalism,’ University of Canberra Journalism lecturer and social media researcher/consultant Julie Posetti stated, “It’s fascinating as a citizen, as an academic and as a journalist to watch Twitter progress. Despite all the risks and pitfalls that have well and truly been identified along the way, I think Twitter is an important breakthrough in terms of making journalism more social and accessible to a broader public.”

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