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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Flu communicators face tweets, fans and zombies Wed May 6, 2009 5:26pm EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Andrew Quinn WASHINGTON (Reuters) - The great zombie swine flu hoax of 2009 had the Twitterati briefly in uproar. "Does Twitter have panic-creating potential?" asked Entertainment Weekly, relating the sudden explosion of mostly light-hearted "re-tweets" of a parody news story about the new swine flu strain and an outbreak of zombies. As the world grapples with its first pandemic threat in years, Twitter and other social media have moved center stage in communicating news about the new H1N1 virus, forcing a rethink of traditional communications strategies. The immediate benefits: sharp, targeted, viral messages can reach more people more quickly than ever before. But this also represent new and unfamiliar terrain for public health experts for whom message control can be a matter of life or death. Dr. Anne Schuchat, a senior official at the U.S. Centers for Disease Control and Prevention, said the flu outbreak was a hit, at least on the Internet. "We're hitting some records here with eight million visitors to CDC's website a day now, apparently over 80,000 subscribers to Twitter who were dealing with this," Schuchat told a recent conference.. "I guess we have one tweet per second related to the new H1N1 virus." Not everyone is up to speed. The CDC's Dr. Richard Besser got some teasing after calling the messages "twits". I'm aware that it's a tweet, not a twit," Schuchat said the next day. FINDING THE AUDIENCE Janice Nall, director of the CDC's eHealth marketing division, said pushing the agency's message -- from YouTube to podcast to Twitter -- has involved a steep learning curve. "We try to track every single thing we do and see what works and what doesn't," she said in an interview. "We have to go where people are. If they were in the malls, we'd reach them in the malls. But they are using these sites." The CDC's site (www.cdc.gov/socialmedia/h1n1/) provides online videos, streaming RSS feeds and image sharing, as well as frequent updates on the Twitter messaging site (twitter.com/CDCFlu) which give people the latest infection figures along with ways to beat the flu virus. "There's a whole crew that does nothing but clear and craft messages," Nall said. "You get your content cleared through a chain so it is consistent with everything else being said." President Barack Obama's use of social media during the 2008 presidential race was dubbed "campaign 2.0" and the rest of the government is now trying to catch up. "People have failed to take a lot of these tools seriously because of their names: Twitter, Yammr," said Mark Senak of the public relations firm Fleishman-Hillard. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Bill unveiled to reverse U.S. online gambling ban Also On Reuters Flu communicators face tweets, fans and zombies First U.S. face transplant recipient is thankful Full Coverage: Afghanistan, Pakistan -- fighting the Taliban More Technology News Microsoft CEO still sees chance to work with Yahoo Windows 7 raises complaints from rivals: report Google: American phenomenon and antitrust target Twitter co-founder says company not for sale AMD shakes up organization, promotes executive More Technology News... Video Mexico City eases flu restrictions Play Video More Video... Editor's Choice Slideshow A selection of our best photos from the past 24 hours. Slideshow Most Popular on Reuters Articles Video Afghanistan's only pig quarantined in flu fear First U.S. face transplant recipient thankful | Video Michael Jackson former publicist sues for $44 million What investors need to know about the stress tests BofA, Citi, Wells need capital under stress tests | Video BofA, Citi, Wells need capital under stress tests U.S. reports 642 new H1N1 flu cases U.S. cities need national bailout agency: Rohatyn "Idol" boots last woman singer, Allison Iraheta Israel would inform, not ask U.S. before hitting Iran Most Popular Articles RSS Feed Video Face transplant recipient revealed The fog of Afghanistan Burger run for Obama and Biden Talk of the Town: Dom Deluise dies Banks in need? Mexico eases flu restrictions Chancellor Merkel underwear Wildfires in western U.S. Afghan, Pakistani leaders meet Obama Civilian toll in Afghanistan Most Popular Videos RSS Feed Reuters Deals The global destination for corporate leaders, deal-makers and innovators Knowledge to Act Reuters.com: Help and Contact Us | Advertise With Us | Mobile | Newsletters | RSS | Interactive TV | Labs | Archive | Site Index | Video Index Thomson Reuters Corporate: Copyright | Disclaimer | Privacy | Professional Products | Professional Products Support | About Thomson Reuters | Careers International Editions: Africa | Arabic | Argentina | Brazil | Canada | China | France | Germany | India | Italy | Japan | Latin America | Mexico | Russia | Spain | United Kingdom | United States Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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