Holford Watch: Patrick Holford, nutritionism and bad science

Putting aside the recent difficulties that have embroiled Jeni Barnett and Dr Ben Goldacre, LBC and Global Radio are communication companies and, as such, they are careful monitors of communication technology and zeitgeist. Most businesses have some form of press strategy for managing their image and responding to media enquiries; it is taken for granted and a recognised cost of doing business or even running a charity. Agents for various celebrities are keen followers of social media that refer to their clients. For some time, businesses and charities have been monitoring social media to take soundings of what is being said about them. This practice is so routine that there is usually an established protocol or even a flowchart to follow.

A nice example is provided by this discussion of the United States Air Force blog assessment chart that is designed to guide the decision of whether it is appropriate to provide a response to mentions of an organisation in social media. This is an interesting tool that shows some familiarity with social media and Joey Devilla of Global Nerdy mentions some some interaction that influenced the current version: The Air Force’s Rules of Engagement for Blogging [Updated].

David Meerman Scott of Web Ink Now recommends the tool:

I particularly like the detailed Air Force blog assessment flowchart…It provides, in simple to understand, but in a detailed and specific way, how to react to blog posts. Everyone should take a look at this and consider applying something similar in your own organization.

United States Air Force blog assessment chart is so useful that it is worth recommending to individuals as well as organisations.

If communication companies LBC and Global Radio shared the savvy and skills of the United States Air Force then this whole affair might have been handled very differently and possibly achieved a useful outcome – furthering dialogue on matters of genuine public concern and interest among parties who share a common interest in public health.

Consulting the chart (click to see larger version), it would seem as if a substantial amount of the blogging coverage would occupy the right-hand side of the chart, with bloggers (and commenters on Jeni’s own blog) desiring to “fix the facts” and respond directly and with factual information. As per the “restoration” section, many of them were attempting to “rectify the situation and act upon a reasonable solution”: unfortunately, there was no rapprochement and no attempt at reciprocity by Jeni Barnett, LBC or Global Radio.

This is an obvious opportunity for established media to embrace the new reality of social media because it can not readily be silenced or stifled. Used wisely, it can only enhance the sense of high involvement that companies who are desperate for advertising money would ordinarily desire. Refusing to talk to people whom you invited to a debate looks foolish.

Let your listeners hear some unfiltered expertise. LBC and Global Radio, please talk to Ben Goldacre and Yasmin, both privately and on air. It’s appropriate, responsive and the social web thing to do.

Notes

We have no relationship with any developers or promoters of social media tool or the US Air Force.

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