Blog Archives

Don’t forget the 90% in the 90/9/1 rule

When creating online content and developing communities the general rule is that 90% will be consuming or viewing content, 9% engaging with your content and community vocally, and 1% creating new and unique content or contributions.

When you’re conducting social media listening or mentions of your brand or relevant conversations, you are effectively listening in on that 9% plus the 1%, which collectively is 10% of any given interest group or community. From a social listening perspective then, this 10% stands as a representative sampling of your (most vocal members) community.

From a content development and content marketing perspective – that 10% are the ones you’ll be normally tracking and measuring your metrics from. It’s that 10% who will account for your Twitter retweets and likes and your Facebook comments, likes, shares and overall engagement rate.

However, when developing content you need to keep in mind that while the 10% is whom you’re measuring, it’s the 90% that you’re writing and developing content for.

This silent 90% is the largest part of your community and readership – but how do you understand them if they aren’t talking? You can’t manage them and or develop content they find engaging unless you’re actively looking, monitoring and measuring.

So how do you measure the silence? You can measure what they aren’t doing.

This article from Social Media Today gives some great tips on measuring the silence.

Churn: the rate at which people leave your page. You can get these insights for your website if you are using Google Analytics, or on your Facebook Page by using Facebook Insights. The quicker they leave your page, the less they are reading your content or finding your community valuable. As you add new content, measure your churn rate. You want to see this number go down in correlation with identifying and creating content your 90% finds engaging.

Clicks: again using Google Analytics on your website or Facebook Insights you can see how many times a page or piece of content has been clicked on. While you’d normally focus on comments, likes, shares etc, look to the click rate to evaluate what the silent 90% is doing or which content they are reading and engaging (silently) with.

It’s important to remember that your fanbase isn’t just made up of the vocal 10%, but is actually rooted in the quiet 90%. It’s from that 90% you have a solid following and great potential for growing even more brand advocates and champions.

Why are wearables stuck on the wrist?

Ever wondered why most wearables are for your wrist? You’re not alone.

The New York Times looks into why most wearables are focused on the wrist. Smartwatches, wristband fitness trackers – why are they all focused on the wrist?

The conclusion: It’s an easy entry point. Wearables are in their infancy and moving from a wristwatch to a wrist sensor, often with time display is an easy way to get adoption without major change management.

As technology continues to improve smaller, lighter wearables will continue to be integrated into things like cellphone cases and glasses but also other things like jewellery, hair accessories, and more.

 Visit the post on wearables at the New York Times to see the video

photo by:

Online healthcare discussions are mostly led by patients and caregivers

Healthcare Providers are supplying 2% or less of the content of online discussions – with the exception of Lung Cancer where healthcare providers supply a 9% of the information in online discussions.

The authors of this infographic focused on disease specific online healthcare discussions and found the most popular conversation topics to be

  • Depression
  • Fibromyalgia
  • Breast Cancer
  • ADD
  • Asthma
  • Cardiovascular Disease
Health Digital Check-Up

Here is a link to the infographic in full size



Infographic: How health consumers engage online

How Health Consumer Engage Onlinevia Geonetric

social listening for bullying

Viraj Puri, a 13 yr old teenager in Virginia is working to create a “bullying” heatmap using social listening data derived from conversations on Facebook and Twitter. He looks for conversations using the terms “bully” or “bullying”, looking at where and how they are used (positively or negatively) and is working with researchers at Georgetown and University of Wisconsin to better track the national conversation about bullying.

By: rick

This heatmap or forecast could then be used for a number of things – from helping policy makers identify areas where bullying is present, allowing for intervention from health orgs, school administration, community groups etc. to parents looking to assess quality of life and schools in a move and more. I imagine you could even extrapolate it or try and see how it relates to other interesting things like house prices, financial forecasts, investment in the arts in an area – it would be interesting to see how these correlate.

In the same vein – you could look at online conversations regarding primary care, or a chronic disease like Type 2 diabetes symptoms  to develop heat map of the quality of health care by region.

For creating a search like this – the terms you use in your search query matter. I imagine they spend a lot of time manually reviewing the results as the term bully can be used in so many ways, many of which don’t pertain to the definition we associate with schoolyard bullying.  This assumption is verified by Puri as he states,

“The media world use the term bully and bullying extensively to describe Chris Christie’s actions in New Jersey,” Puri said. “As you can imagine, that has nothing to do with how a 13 year old feels about being bullied at school or on the playground.”

What other uses could you see for a bullying heatmap – how / where could you apply it?

For more info: Puri edits the teen bullying blog Bullyvention

Social Media for Pharma – An Interview with Eileen O’Brien

An interview with Elieen O’Brien

Eileen O’Brien

Director, Search & Innovation

Siren Interactive

Eileen O’Brien has 15 years of interactive healthcare marketing experience. At Siren Interactive, a relationship marketing agency specializing in rare disease therapies, she leads search strategy, analytics, CRM and social media. Previously, O’Brien was Director of Search, Media & Insights at Compass Healthcare Communications where she developed the social media practice. O’Brien was Director of Interactive Media at Engel Publishing Partners, who produce Med Ad News. She was the Director of eMarketing at Virtua Health and held marketing roles at the University of Pennsylvania Health System, Graduate Hospital and the Rothman Institute.

O’Brien studied history at Brown University and received an MS in Organizational Dynamics from the University of Pennsylvania.

She moderates the #SocPharm tweetchat on Wednesdays at 8 pm EST which discusses best practices in pharmaceutical marketing and social media. She can be reached on Twitter at @eileenobrien and blogs at

Empowered E-Patient Infographic

How to enjoy Pinterest without losing your shirt (and everything else you own)…

I love Pinterest – let me just get that out there first. It’s a fun platform to use and discover new and amazing things. I heard it likened to fantasy football for girls and I don’t think the analogy is too far off. It can be a good way for people to discover your products and services and website.

As people start pinning everything, it’s important to keep in mind that for the creators, Pinterest is a business. This may not immediately occur to you as you’re pinning away and creating new boards, but it’s worth keeping in mind.

To understand what this means for you – let’s look at how they make money. It’s built into their terms and conditions that anything you pin on Pinterest, they own, and can do whatever they wish with. (Quote via Pinterest Terms and Conditions)

“you hereby grant to Cold Brew Labs a worldwide, irrevocable, perpetual, non-exclusive, transferable, royalty-free license, with the right to sublicense, to use, copy, adapt, modify, distribute, license, sell, transfer, publicly display, publicly perform, transmit, stream, broadcast, access, view, and otherwise exploit such Member Content only on, through or by means of the Site, Application or Services.” 

For example, this means that they could take that photo you pinned, of the necklace you made, the cake you baked and your kid’s birthday party decorations and sell them, owning the rights to those images to resell and publish forever. So, you can make that decision to give away the rights of your photos, but if you don’t own the original photo you pin, beware – you could be liable for copyright infringement.  The Boston Business Journal stopped using Pinterest for this very reason.

“Exceptions for publishers of user-generated content protect Pinterest, but they don’t protect you,” Moore wrote with a link back to an earlier ReadWriteWeb article. “Unless you know you have a ‘worldwide, irrevocable,’ perpetual, non-exclusive, transferable, royalty-free license,’ you’d better tread carefully.”  (via ReadWriteWeb)

Or, if you post a photo of the new book you just wrote, they can amend the link to not go to your book page to purchase it, but instead add on their own affiliate link to Amazon, earning affiliate commissions from the sale of that book and anything else that was purchased in the Amazon shopping cart. A recent CNN report showed they were doing this very thing.

“CNN reports that the popular virtual pinboard social network site has been ‘appending affiliate links to some pins,’ particularly those featuring goods from Amazon, eBay, Target and thousands more merchants.” (via ReadWriteWeb)

So what can you or should you do about it?

1. Read all Terms and Conditions very carefully. If you are not in full agreement – do not sign up for that service.

2. If you are pinning a new photo or image to Pinterest, be sure you have ownership rights of the image you are posting, and are willing to give those rights to Pinterest

3. If you own the photos – it may be worth giving up the rights if you are receiving new traffic and business from Pinterest. Just be informed about why and what you’re doing, and that the short term gain is worth more than the long-term ownership of the images would be for you.

4. If you don’t want others to Pin your images (thus infringing upon your rights and leaving you to wrangle with them and Pinterest to try and somehow get your images back) you can insert code into your website to block images from being pinned on Pinterest. (Here is a tutorial on how to do this via Typecast ) {important note: this will only stop people from using the “Pin It” button from their toolbar to post your image – they can circumvent this by using the image url and pinning it directly through Pinterest}

Want to learn more – here is a great article about this: Is Pinterest a Haven for Copyright Violations? 


Who is using the internet and How?

This video is a great overview of the big picture of internet statistics on usage and adoption.

JESS3 / The State of The Internet from Jesse Thomas on Vimeo.

Do you have clear rules of engagement for your response to social media?

You’re out there in social media and you’re monitoring your impact – but how do you respond to negative posts or comments your monitoring may uncover? Believe it or not, the Air Force has a clear and concise guideline for blog assessment and response that you can implement.


This strategy is useful across all social media platforms, not just blogs. The Air Force themselves have put this stratagem into play on their blog, twitter account, Youtube page and Widgets and Podcasts.

Want to learn more about how Capt. Faggard and the Emerging Technology Division of the Air Force Public Affairs Agency are using social media? Read this terrific post by Web Ink Now: The US Air Force Armed with Social Media.

Copyright © 2011-2014 Jackie Cuyvers