The following post is a point/counterpoint piece addressing the potential benefits Google+ may offer hospitals and health systems. Should hospitals jump in now, or simply observe for future consideration? Is Google+ the next big thing in healthcare, or just one more social network to manage?  I will make a case for getting involved right away,  while Mark Miller (@mmiller20910 / +Mark Miller) from Children’s National Medical Center will argue a “wait and see” approach.  The purpose of this post is simply to provide both sides of the argument to help others weigh the pros and cons.  The thoughts reflected in our arguments do not necessarily represent our own personal views, as we both see opportunities as well as unanswered questions.

GROWTH

Point:

With an estimated 20 million users in the first three weeks, the Google+ project is making a strong case for social media relevancy.  Google’s leadership is clearly committed to adding (and supporting) a social layer to their existing products.  Hospitals and health systems already invested in social media should allocate some of their existing resources now in order to benefit from the early growth of Google+.  Is there a risk those resources will ultimately be wasted on Google+?  Of course, but it’s a calculated risk.  Google+ is worth the attention and poised for long-term growth.

Counterpoint:

This isn’t a question of whether Google+ may have value for hospitals – it surely will for some, if used strategically. But many hospitals and health systems have created Facebook, Twitter, and YouTube accounts that are not being used strategically – many are still communicating one-way instead of truly engaging their constituents (patients, employees, partners, and others). And Ubicare estimates that 68 percent of hospital pages have fewer than 1,000 fans, and 44 percent have fewer than 500. For hospitals that have a grasp on social media and know what’s working and what they want to do, Google+ may fit into their strategies right away.  But for many others, now is a good time to evaluate your current efforts. First, determine what’s working, what’s not, and how you’re measuring your social media efforts. Then ask, who do you want to reach, and how do you want to engage with them? That will help shape your strategy for Google+.

SEARCH

Point:

Social search is real and Google+ is likely the best opportunity to make an impact on SCO (social content optimization).  When it comes to search, Google is still “king of the hill” and any opportunity to positively impact search results must be taken seriously.  A hospital’s online content, social relationships and the conversations those relationships foster are paramount to the success of the overall online presence – not just social media presence.

For some time now, Google has been working towards more personalized search results.  This includes search based on existing online relationships and real-time search rankings.  In fact, the impact of the +1 button, Google+ connections and Google+ shares is already impacting search results.  These two articles from SEOmoz and Search Engine Land are just two examples of the impact of social search.

Counterpoint:

If there’s one area where Google dominates, it’s search. For that reason alone, it’s hard to ignore the potential of Google+.  But it’s one of many tools that can enhance search results.  Hospitals and health systems should first tackle SEO basics – such as optimizing content, keeping content fresh, naming and designing pages appropriately, keyword analysis, link building, using Google Ad Words, and measuring results – before thinking Google+ will instantly push them to the top of search results. See “Social Media Marketing Vs SEO – Which Is Most Important?”  by Pam Lawhorne (@PamLawhorne) and the latest on search ranking factors from from SEOMoz (@SEOMoz).

BUZZ

Point:

Businesses (motivated by social search/analytics) and news media (motivated by real-time search and the absence of a 140 character limit) will likely drive more consumers to Google+ fueling growth.  Google has promised to “fast track” the launch of business profiles and when that happens there will be a frenzy of activity.

The overwhelming success of Facebook and Twitter can be partially attributed to the immense amount of free advertising businesses and news media dole out daily.  You can no longer peruse a magazine, read a print ad or listen to a news cast without some mention of Facebook and Twitter.  Due to the aforementioned search opportunities, it’s logical to expect similar advertising for Google+ with compelling consumer incentives attached.

Counterpoint:

The +1 button is already gaining in popularity and soon may be as omnipresent as that familiar “f” and the blue bird. But just because users can click +1 doesn’t mean they will. The key is providing content that users want to share. Now’s the time to do some analysis – based on your website, Facebook, and Twitter data, what types of content are your audiences responding to? What types of articles, videos, or photos do they click on, comment on, or share? Adding the +1 button is a good way to get started with Google+ while you wait for the launch of business pages, but focus on giving your users a reason to click.

MOMENTUM

Point:

Google+ is already relevant.  With an invite-only launch, Google+ has experienced explosive growth.  However, the most promising indication of future success is the public support it has garnered from a wide variety of social media thought leaders such as +Chris Brogan, +Steve Rubel, +Robert Scoble and +Brian Solis.

Another thing to consider is the inevitable integration of other Google products.  Lurking beneath the surface of Google+ is a whole host of technologies waiting their turn for Google engineers to integrate.  These are products millions of people already use such as Voice, Calendar, Analytics, Translate, Adwords, Docs, Reader, Music and more.  Treating Google+ as a “social layer” on top of these products puts it in a unique position among other social networks.

Counterpoint:

While the numbers for Google+ in such a short time are impressive, 20 million is a lot less than 750 million on Facebook.  Many people and organizations that have spent years building Facebook and Twitter followings are asking: “Does Google+ mean I need to start all over?” Not surprisingly, there is early momentum on Google+ among thought leaders in technology, social media, and health care. It’s already proving valuable for sharing ideas, comparing notes, and networking. But the real value will come with the mass adoption by “regular” people, which I don’t see happening quite yet.

FOCUS

Point:

Google+ is different.  It offers a better platform than Twitter for communicating your message by allowing for threaded comments, inline photos/video and no character limitations.  It also delivers better control than Facebook of your social relationships and the opportunity to easily craft a specific message to a targeted audience.

Counterpoint:

It’s great to be able to craft a specific message to the people you choose to send, but social media should empower recipients to choose what they receive, how they receive it, and what form they receive it in. One function I’m hoping to see in business pages that’s not currently offered on individual pages is the ability for people to “opt in” to the kind of content they want. If Google makes this a priority, Google+ will provide a valuable service that Facebook and Twitter do not.

I have some concern when I hear health care professionals talk about how great it will be to be able to create “circles” of patients. Physicians have generally been reluctant to connect with patients online, but that cautious approach is often thrown out when people discuss Google+. Health practitioners need to remain vigilant against privacy violations. Through human or technology error, many “private” or “limited” messages on Google+ will surely be shared more widely.

BUSINESS PAGES

Point:

Healthcare organizations are already getting involved.  According to the preliminary data collected by Ed Bennett (@edbennett), there are several hospitals already using Google+.  Presumably these accounts are temporary as they await business profiles but in the meantime, they are busy building connections on a social platform with tremendous potential.

Counterpoint:  Google has specifically asked businesses and nonprofits to refrain from creating organizational accounts, but the positive reception to Google+ makes me think it will be worth the short wait. In the meantime, hospitals and health systems should discuss how they will use Google+ — relative to Facebook, Twitter, and other social media channels – and prepare content so they’re ready to hit the ground running when Google launches business pages.

SUMMARY

Point:

Although Facebook is not likely to be dethroned any time soon, the potential Google+ promises has a good chance to level the social media playing field.  Historically, early adopters taking calculated risks are rewarded with recognition as industry innovators.  Sure business profiles haven’t been launched yet, but jumping in and getting a head start is not a bad idea.

Will your hospital be the first to answer patient questions as you live stream a Google Hangout with a handful of surgeons?  What about live-streaming a surgery with expert commentary?  It’s an opportunity to innovate.  In the worst case scenario, Google+ flounders and your organization gains valuable insight into the future of social search.

Counterpoint:

With the use of any new technology, there are advantages to being first. There are also advantages to letting other people work out the kinks while you learn from their experiences. The question isn’t whether all hospitals and health systems should or should not invest time and resources into Google+ — the question is whether Google+ is right for your organization. Who are your priority audiences? Where are they? How do you want to engage with them, and (perhaps more important) how do they want to engage with you?

The option to claim your own profile on Google and have it displayed within search results for your name has been available for nearly a year now.  With the growing popularity of social media networks, it’s surprising to see a relatively small percentage of web users have actually utilized this free service.  The truth is, most professionals can benefit by having a Google profile so here are a few reasons you may want to consider it.

Profile results for John Powers

5 Reasons to Claim Your Google Profile:

1. Personal SEO – Google profile links are displayed on the first page of search results (see image above).  Unless you have an extremely common name, there’s a good chance your Google profile will show up on page one when others are searching for you.
2. Personal branding – A Google profile can act as a “home-base” for your online presence.  Not only can you have photos and video in your profile, but you also are given the opportunity to write a detailed bio.  This bio can include a resume, skill sets, achievements or anything else you wish to display to the world.
3. Become part of social search – Last week, Google announced the public beta release of social search.  By having a public Google profile, there’s a greater chance of having your own content displayed within search results.  Others in your social circle (social network connections) are more likely to see your content when they search on Google.
4. Connecting social profiles – Since Google profiles allows you to add links to each of your social media accounts, it provides a way for others to easily find you on various networks.  However, you do have complete control over what is included or excluded.
5. Showing your personality – With space for an online bio, interests, “superpowers” and more,  Google profiles is an opportunity to show a little online personality.  Even if you intend to use your profile strictly for business, there is still a benefit to displaying an appropriate amount of personality.  Isn’t that a significant part of what the social web is all about?

Before claiming your profile and making it public, it’s important to consider what information you would like to have displayed since there is a very good chance others will find your profile when they search for your name.  Without a doubt this is another step in the direction of transparency so it does require commitment and discretion.

Perhaps the most interesting component to a Google profile is the fact that it exhibits yet another example of Google’s gradual shift to becoming a social service.  It remains to be seen how Google intends to tie together all of the existing social fragments in their network.  Maybe we’ll get some insight on that today since Google is expected to announce new social features built into Gmail.

Last week, Google announced the public beta release of Social Search.  The announcement was met with little fanfare as it happened to be on the same day as Apple’s iPad event.  However, the potential for SEO and other marketing opportunities created by this new shift in search should not be overlooked.

What is social search?

Google’s concept of social search places greater relevance on content from people/organizations in your own social circle.  In other words, Google will actually display content on the first page of their search results from those which you have a social media connection.  More importantly, this works in reverse.  Your own content has a better chance of being displayed in Google search results if you have a connection to the individual performing a search.

The video below is a nice demonstration from Google showing social search in action.

How social search works?

Understanding how social search works will help you to make a greater impact with the public content you are currently offering online.  By analyzing your social connections, Goolge creates a “circle” of those you are likely to find more interesting than others.  This circle determines what content may be displayed in the social search portion of the results.  Google currently determines your social circle in 3 different ways.

1. Public Google profile – When you set up your Google profile, you have the option of adding different social accounts such as a blog,  Twitter, Friendfeed, Flickr and Youtube.  You have the option of including or excluding any of your social accounts.  Accounts you choose to include in your profile will be publicly visible to others and also be used to determine your social circle.  For example, if you add your Twitter account, Google assumes those you are following as part of circle.  Consequently, you will be part of the social circles created by your own followers if they add their Twitter account to their own Google profile.
2. Google chat buddies – Interestingly, it isn’t your Gmail address book that determines more social connections.  Rather, anyone added to your Google chat will automatically become part of your social circle.
3. Google reader subscriptions – Blogs you subscribe to through Google reader are also added to your social circle.  This is a very logical step in the evolution of search because your subscriptions indicate which online content your value most.  So if I do a search for “Facebook fan page tips”, Google will now assume articles generated from those sites in which I subscribe may be more relevant.

Content from your social circle is displayed at the bottom of the first page of search results.  In order for this to happen, you must be logged into your Google account and you must have a public Google profile.  When Google social search was launched as an “experiment” back in October, Matt Cutts released an informative video detailing how Google determines who is actually in your social circle (see below).

Why social search matters?

The primary goal of social search is to continue the ongoing effort by Google of making your search results more personal.  Clearly this new offering will have the desired effect for those who use it.

When our algorithms determine that it would improve your search experience we surface public content from your social circle at the bottom of the search results.

Matt Cutts, Google Search Quality Group

More importantly, it reemphasizes the importance of building your influence online by continuing to create new connections through social media.  The more connected you are with others, the more your content will be displayed in the social circle search results.

Obviously, this works for businesses as well.  Would your business benefit by more people seeing the content it has generated?  Google’s new social search is just one more reason businesses should embrace social media and connect with consumers.

How 8 characters of code can make your site more relevant than your Twitter profile

Have you googled your name lately?  If so, there’s a good chance your Twitter account or another social media account is displayed as the top result.  While this may seem like a positive thing if you’re making an effort to build a personal brand, it may not be the most desirable.  In my daily reading today, I came across a very interesting article at Marshall Kirkpatrick’s blog.  The issue is prevalent enough that merely tweeting it with a link does not do it justice.

I’m apparently not the only one who considers this to be an issue.  With regards to the same article, Whitson Gordon at Lifehacker had this to say.

Having a say in what Google says about you is extremely important these days, especially for professionals such as freelancers, for whom a Google search result of their name is a first impression for potential employers. You definitely want your blog or professional web site to show up before your non-professional social networking profiles.

It turns out that Twitter and other sites often use 8 simple characters of code that may be positively affecting the rank of your account link.  So how do you perform this magic for your own site?  Let Marshall Kirkpatrick explain.

So the long and short of this story is that if you want to make sure that Google understands your blog to be your primary beacon on the web, then you should add the words rel=”me” to a relevant link on your blog. I’ve added that tag to the link on my sidebar that goes to my feedback page, because that’s a good page for me. It’s as simple as making the link text read a href=”http://marshallk.com/feedback” rel=”me”.

While it may seem too good to be true for such a simple change to have that kind of impact on search, it certainly warrants testing.  Does your site already include this tag?  Are you aware of other simple tips to help resolve this issue.  Let us know.