Healthcare, Wearable Tech and Lady Gaga’s Marketing Budget | This Week in Social Media

SXSW Highlights Healthcare and Wearable Tech

Very soon, wearable tech will be a lot more than pedometers and watches counting your steps and keeping track of your heart rate. This week at South by Southwest Interactive, the hot topic of wearable tech and healthcare sketched out what the near future might look like. Implanted or ingested monitors to track sleep patterns, body temperature, hydration or respiratory function with the goal of alerting health care providers of problems before they become major. With a growing connected world, adding the human body to our data gathering makes sense and could provide an extra layer of healthcare for the patient and the provider.

LA Times Names Social Media Editor

The LA Times promoted Stacey Leasca to the position of social media editor this week. Her job will be to enhance the reporting process, assist with breaking news coverage, increase reader engagement and expand the audience for journalism. Leasca gained a reputation at the Times for her shareable content, video skills and lively coaching sessions with staff. The San Francisco Chronicle put its own reporters through a social media boot camp in January after hiring a new managing editor, showing how traditional newspapers are becoming much more attuned to the changing styles of content consumption, and at least in California, moving more towards a social world.

Gaga’s Charity Shines Light on Social Spending

Lady Gaga’s Born This Way Foundation ran into some bad press this week after tax filings showed that it donated a fraction of the money that it spent on publicity. What’s more interesting is how the spending was spread between traditional and social media. Gaga’s foundation spent $58,678 on publicity vs. $50,000 on social media, nearly a 1/1 ratio. Gaga is arguably one of the savviest social media personalities out there, but the fact that her charity divided its budget in this fashion points to what could be the future of marketing budget allocations. News last summer was that P&G was spending 35% of its marketing dollars on digital, so maybe traditional brands aren’t far behind the Fame Monster.