As a member of the social media team for a large health care network, one member of our group asked the poignant question about how to measure success in social media. Measuring social media ROI in an intensely regulated industry that is designed to keep data locked away is not simple task. First and foremost, in healthcare it is a difficult thing to measure a direct conversion from your online initiative to patient status. And in a not-for-profit environment the goals of health care aren’t directly tied to profit margins at all. Yet, we’ve all heard the phrase “without a margin there is no mission.” There are many areas of healthcare that can contribute to a margin, some of which include direct patient treatment, clinical trials, referrals, home healthcare, etc.

Early in our social media discussions on a conference call regarding the development of social media guidelines, a small workgroup on the issue came to the conclusion that measuring ROI really depends on your goal, and in turn what a response looks like from your target audience.  Knowing those two critical pieces of information will play a key role in helping you define your success.

Measuring direct ROI is a little tougher than in other sales-related endeavors in other industries because the source of the sale may be the Twitter follower’s physician referral of which you may never be aware. So try to measure your ROI by working from your facility’s strategic objectives down to the tactical measures you employ to get there, and this is where you determine your audience as well. Then at regular intervals look holistically at your progress using measurable data points.

If indeed a goal is to increase margins in some way, then you have to define what a conversion looks like for that target audience for that goal. If it’s physicians referring patients, maybe you measure ROI on how many physicians follow your Twitter posts. If you’re trying to stand out in your market with a new leading edge medical device, such as a Cyber Knife, maybe the measure of success is how many members of the community respond to a Facebook event that showcases the device at an open house. Maybe you measure ROI more indirectly by measuring how many “conversations” are taking place on your social media sites. Essentially though, to coin a worn out phrase from LA Fitness, “what gets measured gets improved.” So whatever your goal is, you need real data to be able to measure your return on investment.

My final point is that social media alone is not Nirvana. You must combine this medium with traditional efforts you do at your facilities all the time. Find a creative way to marry social media with important initiatives like community education, patient satisfaction, physician recruitment and any other activity that does not violate patient privacy to further your goals.


Remember The 3G Project articles?  Shortly before it got serious I discovered there was a TV/Radio tower about 3.5 miles to my south that a start-up leased space on to offer WiFi service.  The tower’s in the town of Schulter, and the guy that runs it said I was way out of the subscribing area.  His setup is plain vanilla 2.4 Ghz WiFi delivered by some Cisco Aironets running in 802.11b mode, but they’re backhauled to several 5.2 MB DSL lines just two hops away. 

With the advent of this discovery, the 9.5 mile attempt to reel in AT&T 3G service was scrapped, and I turned my attention to what appeared to be a more attainable goal.

The challenge:  Engineer my own link to a WiFi access point in the town of Schulter, 3.5 miles to my south. 

First, I assessed the conditions.  Long distance WiFi is still young in practice, but one thing it depends on for success is clear line-of-site, which quite simply means you can see (or would be able to see, if your eyes were bionic) the antenna at the other end, and the transmission path is clear of obstructions between the two sites. My conditions were what is known as Near Line of Site, meaning there are obstructions in the path, but not a complete blockage.  My house and it’s surrounding acreage are surrounded by trees, very mature at 30 feet + in height. 

Officially, I am way out of the subscriber area for the Schulter service, but the owner promised to let me on if I could engineer my own link.  He chuckled at the thought that this would be successful.  But I was persistent, and we had several email exchanges where I asked for information that would help me to be successful.   After these rounds of emails completed, I believe he began to take me more serious.  After all, it’s not every day that someone emails you asking what polarization your antenna farm is using, so he figured I at least had some kind of plan, and he became much more cooperative from that point on.  The only positive thing about my location was that  I could sometimes see a blinking strobe light from the Schulter Tower, only at night, and if I stood in just the right place on my roof to see it in between whatever trees and brush were blocking it from here to there.

After surveying my property, I figured I’d need a high gain directional antenna grid at a height of at least 45 – 48 feet to clear any trees in between me and the tower (which fortunately sits on a hill, meaning it’s a taller target which was also in my favor) – 2.4Ghz is a small wavelength, which means that the signal will bounce off of everything, including trees and leaves (especially when they are lush green and wet).  A highly directional antenna would make it much harder for me to acquire the Access Point (AP) on the tower, but because they greatly narrow the signal beamwidth they operate much more efficiently and can result in a usable signal at longer distances. 

I decided to keep the base mount I built for the 3G project that straddles the highest point of my roof without doing any damage to the roof (no holes, drilling, etc…)…this would let me “cheat” by starting my antenna mast at the roof height. It (the ridge mount base) looks like another roof peak straddling the existing peak for stability, and I’ll hopefully cover it with tar paper and shingles whenever the weather decides to cooperate. 

As of this writing, we’re expecting 4 to 8 inches of snow here in the next day or two.  Sigh.

But I digress.  There are two weatherproof 4 x 4 x8 posts rising up out of the center of this fake peak with a hinge at the bottom constructed out of grade 8 bolts that serve as a sort of poor man’s hinge to let me raise and lower the mast…picture a flagpole mounted on a pivot in such a manner that you could tip it over and lay it flat on the ground anytime you wanted.  That’s essentially what I made for the antenna mast.

The mast itself is stainless steel thickwall EMT, 32 feet long, but with the starting point of 18.5 feet including the roof height and the ridge mount base I get a total usable height of 50.5 feet.  Trying to raise 32 feet of pipe vertical is impossible for one (skinny) guy without some serious engineering (try holding out a broom by the end of the handle at arm’s length, you’ll see what I mean – now think what 32 feet of stainless steel would be like).  My solution was to obtain an electric winch and let it do all the heavy lifting for me:

The heavy lifter

The right antenna for this job is a parabolic grid antenna tuned for 2.4Ghz.  It is is very directional…and it’s one of the main ingredients to getting this project to succeed.  The model I bought has a beamwidth of about 8 degrees.  At 3.5 miles that means a movement of just a couple inches left, right, up, or down can make or break the link altogether.  Imagine playing darts with the dart board positioned 500 feet away.  That’s a rough analogy of the target we’re trying to hit at the other end. The narrow beamwidth has the effect of concentrating all the signal in a very focused stream – it’s essentially a trade off.  We can only receive and transmit in one direction, but the efficiency goes way up, and the effect is like sending and receiving with more power than you actually have.  Here’s a shot of the grid, from behind.  It may look tiny in the picture, but it’s roughly 4 feet across.

Grid Closeup

Another other important consideration was transmit power and receive efficiency of the WiFi adaptor at my end of the link.  I literally spent weeks researching the ideal WiFi adaptor for the project.  I knew I wanted it to be USB based so that I could easily mount and connect it.  Receive sensitivity, which is a measurement of how well an adaptor can “hear” a signal at a long distance, was a crucial factor.  The unit I bought claimed to be able to hold together a 1 MB link with a signal level of -96 dbm.  That is a very quiet signal.  It was also spec’d to hold an 11 MB link (that’s the performance I wanted) at -92 dbm.  For comparison, most consumer grade adaptors wouldn’t even see an AP with a -92 dbm signal.

It was also important to me that the adaptor have some serious transmit power…most consumer grade gear transmits between 80 and 100 mw, and at my distance to the AP, that wasn’t going to cut it.  The unit I bought claimed to transmit at 1000 mw (1 full watt), although several independant tests I read said it was closer to 600 mw.  That’s still a lot of transmit power, and when mated to the grid, it would certainly help me shoot the long link back to the target. 

The right adaptor turned out to be an Alfa AWUS036H

In the picture below, I’ve made some real progress.  I’ve got the mast assembled and hinged to the ridge mount.  Now I’m just finishing up hanging the antenna.  Note the bend in the mast…this is because of all the weight with it stretched out laying down (Think the broom thing).  As the mast was going up, the top end (where the grid is) bent down in a U shape almost to the roofline from the weight, then it somewhat snaped up straight during the last few feet…very scary!  You can see the ridge mount in the background to the right of the Dish network dish (it still needs to be prettied up):

Making Progress!

Now the antenna has been raised, and two levels of guy wiring (I used high tensile aircraft line) are in place, constantly pulling the mast in 3  opposing directions to keep it steady during high wind events- we routinely get 50 to 75 MPH winds during thunderstorms here, so guying is very important. Here’s a couple shots of it from a distance so you can see the whole thing.  For some perspective, the satellite dish you see in the first shot is at about 25 feet:

Wow, I hope this thing stays up there.

One more shot, from the front of the house:

Front of the house.

I’ve got to tell you, after all the work I’d put in so far I was really starting to worry about whether it was going to work or not.  There’s no guarantees with something like this.  My hands were literally shaking when I hooked up my Alfa radio and went looking for signal.

So, did it work?  Absolutely!  And with far better results than I anticipated.  I would have been happy to hold a 1 MB link at this distance, but after some careful aiming and tuning, I’m managed to squeak out an 85% signal with a link quality that fluctuates between 85 to 92%.  I’ve seen worse quality links on the WiFi network inside my house!  The Alfa stays associated to the AP at the full 11 mb link rate, and my tests were absolutely beyond my expectations!  Here’s one I ran at just for this post:

Speed test

This link tests good to about 1.5 mb, just slightly more bandwidth than a T-1, and that’s about an average amount of bandwidth for the Schulter subscribers, I’m told.  The guy who owns the tower is charging me $33 a month to connect.  His backhauls are multiple 5.2 mb DSL lines direct to AT&T, and the the last hop to those lines is carried over a wireless G (54mb) bridged link from another city to my north.  My average ping times to the Internet in general are between 15 to 25 ms.  Gamers would so die for that kind of latency.

Now if I can just keep this thing on the roof from falling over…

Yesterday was a busy meeting day for me (9 meetings in 8 hours) and we all know that on days like those your brain can get a little mushy. But my last meeting yesterday was one of the best one’s I’ve had lately because it revealed to me just how important strategic planning can be around technology infrastructure and network decisions; especially as they relate to sharing vast amounts of data with physicians across the country.

Content delivery networks (CDNs) are widely used by companies that understand them. But remarkably many in the trenches of healthcare IT (technologists and legal advisors) either don’t understand how a CDN can improve the user experience, ultimately lower costs, and improve patient care, or worse, fear embracing the use of this type of network because of possible security issues relating to protected health information (PHI).

A content delivery network (CDN) is a system of computers containing copies of data, placed at various points in a network so as to maximize bandwidth for access to the data from clients throughout the network. A client accesses a copy of the data near to the client, as opposed to all clients accessing the same central server, thereby causing a bottleneck near that server.

Imagine the scenario of a radiology imaging company wanting to serve X-ray images of a patient in a secure manner with the patient’s doctor located on the other side of the country. If that company were to place this content in a single data warehouse on the West Coast, and the doctor tries to access that information from the East Coast, common internet traffic may delay the feed significantly enough to make it inconvenient for that doctor to even attempt accessing that image. This can be a real deal breaker if the doctor needs real time access to the image, or needs to interact with that image in any way.

Policy makers in Washington DC are beginning to understand the emerging role of CDNs, even as they strengthen regulations surrounding PHI access. I’m encouraged by their recognition that security is a function of budget and that “Imposing ‘nuclear secrets’ security technology on a small doctor’s office is not feasible.”

John D. Halamka, MD, MS, Chief Information Officer of Beth Israel Deaconess Medical Center, Chief Information Officer at Harvard Medical School, Chairman of the New England Healthcare Exchange Network (NEHEN), Chair of the US Healthcare Information Technology Standards Panel (HITSP)/Co-Chair of the HIT Standards Committee, and a practicing Emergency Physician elaborates on what the HIT Standards Committee is debating as it relates to enhancing security for all stakeholders without creating a heavy implementation burden in his blog posted on October 7, 2009.

He states that:

  1. All data moving between organizations must be encrypted over the wire. Data moving in an organization’s data center should be encrypted if open wireless networks could lead to the compromise of data as it is moved inside the organization. There is no need to encrypt the data twice — if an organization implements appropriate secure wireless protocols such as WPA Enterprise, the data can be sent within the organization unencrypted.
  2. All data at rest on mobile devices must be encrypted. Encrypting all databases and storage systems within an organization’s data center would create a burden. But ensuring that devices such as laptops and USB drives, which can be stolen, encrypt patient-identified data makes sense and is part of new regulations such as Massachusetts’ data protection law.

As more healthcare information goes digital, delivery of that content will require that the data warehousing model commonly used by healthcare IT change to be decentralized and copied to multiple places for delivery-on-demand.

I have a few predictions:

  • Encryption, security policies, and regulatory-compliant data centers will evolve to support this delivery strategy.
  • Data hosting will become a commoditized service if Data Centers fail to alter their infrastructure and policies in a way that complies with the HITECH Act, FISMA, PCI Standards, and/or HIPAA standards.
  • Healthcare providers and technology suppliers who want to succeed will continue to think outside the traditional box in how they deliver content and will chart new territory in how to marry security policies with best-of-class content delivery.
  • Unsuccessful providers and suppliers will bunker down and never let anyone “outside their data center” touch their data. There will be plenty of those in the future, and ironically they’ll begin to see their market share dwindle as the market adopts new ways of accessing PHI without breach incidents.
  • Policy makers at the federal level will succeed in creating standards that the industry can live with.
  • Content Delivery Networks will play an important role in medical content delivery, especially if CDN providers can provide the security necessary for healthcare IT players to trust healthcare content outside their physical networks.

I love those Mac commercials. I really do, but I never really thought seriously about switching to Mac.

I put up with the degrading performance over time of my PCs, I was even okay with the occasional rebuild – from scratch – just to get a fresh start. The cost of two days of productivity was always well worth the investment in gained productivity by not having to reboot a few times a day.

No. I never really took the Mac commercials seriously because we develop applications at my company. We can can work with Photoshop or Illustrator with the best of them, but our talents at DirectClarity lie in content management and web applications, so nah, we’ll stick with PC because “we develop applications”.

Imagine my surprise three weeks ago when I was treated to an executive briefing at Cisco World HQ in San Jose where 90% of the brains providing the briefing on everything from Internet security, to how their Unified Computing Platform can help healthcare IT companies comply with the HITECH Act, walked in with their MacBook Pros…

Hmm. My image was shattered. These were geeks of the highest order. Carrying Macs. Mental note to self.

Upon my return to Phoenix I continued along my PC ways until just before a big WebEx with a team of hospital corporate big wigs my PC froze and left me to explain why we had “technical difficulties” in presenting our information.

That was it. Fed up with PC, I found a great deal on a MacBook Pro, loaded Snow Leopard, added my Exchange Server with no issues at all, and installed VMware and then Windows XP on top of it.

Never has a Microsoft product run so smoothly with so few errors.

My Mac just works. That’s all I expect (too bad my PC doesn’t understand that little job requirement).

After researching antenna mounting options for the last couple of weeks, I’ve come up with a hybrid design of sorts.  It will incorporate features of ridgemount and tilt-over designs, and will additionally employ guying for stability.  Aside from the goal of performing well, my secondary requirements are that it causes as little destruction to the roof as possible, and that it not be immediately visible from the main road or the front yard. 

I’m going with the tilt-over design (it will employ a winch for raising and lowering the mast) because I want easy access to the antenna if I need to make changes.  I’d also like to be able to raise and lower the mast without needing anyone else on site to assist.  The ridgemount feature will let me take the advantage of starting my tilt-over at a base height of 18 feet by mounting on the peak of the roof.  That’s more than a third of the way to my goal, which is to have the antenna sit at, or higher than, 50 feet. 

Although I won’t have LOS (line-of-sight) to my target at this distance, getting above the average tree-line altitude will remove as many obstacles from the signal path as possible.  besides, I have a lot better chance of finding a usable signal at 50 feet than I do at 20 or 30.

Before I grabbed my materials and headed for the roofline I decided to check the temperature.

It's going to be warm today

It's going to be warm today

 I guess it could be worse- it could be humid but fortunately it is not- still, the thermometer is reading about 86 and it’s only 10 AM.  Have you ever experienced what it feels like to work on top of a roof with the shingles pouring off heat from the sun?  Good times.

Here’s where the antenna will be mounted.  I’ve picked a spot just behind the satellite dish because it offers a slightly lower tree-line to the north than at any other spot on the roof, plus that location will leave the bulk of the mount invisible from the main road and the front yard.

Finding the right location is important

Finding the right location is important

I kicked this part of the project off by determining the pitch angle of the peak so I can construct a sturdy base.  Since this project is low buck I didn’t use anything facy.  Just a piece of paper and sharpie marker that I traced the angles with.  When I was done it looked like a drawing of the Flux Capacitor.  You movie buffs won’t have to click the link to appreciate that one.

Using a couple pieces of scrap wood, I cut the angles with my trusty Black-n-Decker chop saw and did a test fitting.  I had to modify the angles just a bit, and keep cutting and fitting until I had it right.  it only took a couple of tries.  Once I had the correct angles, building the base was a piece of cake.

Angles are our friends (say 10 times fast)

Angles are our friends (say 10 times fast)

Now for the fun part.  On each side of the peak. just a few inches before the angle cuts join, I’m going to fit a couple pieces of 2×12’s and angle them up until they sit perfectly level.  These two pieces will form a 12″ rectangular hole that our 4×4 uprights will drop into.  These 4×4 uprights (which will be 6 feet long) will provide the pivot point and lower anchoring point for our mast. (Note the short 4×4’s at each end of the base.  These are extra pieces that I used to initially position the 2×12’s, and they will stay there to provide extra support although when we’re done they will not be visible).

Positioning the 2x12's was so easy! (not)

Positioning the 2x12's was so easy! (not)

Notice the orange level on top of one of the supporting 4×4’s?  You have to constantly check for level all the way through a project.  It’s a good rule of thumb to assume that every action you take will knock things out-of-level.  Since the main 4×4 uprights will anchor to the supporting 4×4’s, it stands to reason that if they are level and plumb, so will the main uprights.

My son James starting getting interested at this point and came up to help.

My partner in crime (and son) James III

My partner in crime (and son) James III

To further bulk up the base, we’ll add more (shorter) 4×4’s to the bottom of the base running perpindicular to the main uprights.  All of this framing will be hidden once we “skin” the top with a couple of pieces of 2X6, which will add even more structural strength.

At this point I’ve got the main 4x4x6′ uprights in place, and after going through my second battery on the cordless driver and about 100 3″ gold screws connecting everything together, those uprights are so secure I could probably climb them and sit on top.  Down in the base there are a total of 6 4×4’s interconnected with the 2×12 sides for stability.  At this point there are no entries into the roof.  Everything is self supporting, which is exactly what we wanted.  Now lets check for level again!

Checking the main uprights for level - Level is good!

Checking the main uprights for level - Level is good!

 Almost done for the day.  To finish, we’ll skin around the tops of the supporting 4×4’s to hide the framing and to make it all a little bit stronger.  This will hide the first foot and a half of the uprights, and bring our mast starting altitude to 18 feet.  I also closed the “top” parts of the rectangular hole around the uprights.  We’ll seal those up with silicone and then Thompson’s Waterseal the whole base to keep out the elements, but that will happen later.

Here’s a shot of the base before I skinned the top to hide the shorter 4×4 supports.

The uprights aren't crooked - I wobbled the camera.

The uprights aren't crooked - I wobbled the camera.

Next weekend, before we mount the mast, we’ll add some framing on each side of the 2×12 supports to hold some plywood that we’ll slope down to cover the open distance between the front of the ridgemount and the top of the upright supports.  With that in place we’ll add tar-paper, and then I’ll shingle it (the previous homeowner left boxes and boxes of shingles) so from the ground or the air it will resemble a section of pitched roof.

That’s all for today.  At the rate of progress I’m guessing we’ll go for an initial raising of the mast two weeks from today.  But maybe, just maybe, we’ll get to that next weekend- although I’m in no hurry.  After the work I did today I feel like an old man.  I sure wish I was still in my twenties. 🙂

To be continued…

Today was Recon day.  That’s short for reconnaissance for those unfamiliar with the term.  It’s a military term that means to explore with the objective of gaining information.  And gain information we did!

I’m happy to report that I was wrong about the distance to 3G coverage.  I took my son with me this morning, and after arming ourselves with my Blackjack II mobile phone, the Compass 885 modem, and a laptop (with an AC inverter to keep the battery from running dry) we headed off in search of Mr. 3G and his family of high-bandwidth.

After placing the Blackjack into field test mode I set it to reject signals unless they were carrying WCDMA traffic in the 1900 MHZ band.  I could have chosen 850 MHZ, but I figured 1900 would be in use.  This filtering kept the phone from automtically locking onto what it judged was the best signal (there are several combinations for AT&T – the Blackjack II is a quad-band handset), and I was able to get a more accurate picture of where the 3G coverage umbrella ends.

When in field test mode, the Blackjack rewards the user with a heads up display of all pertinent connection information, including RSSI (Recieved Signal Strength Indicator), transmit and recieve channels (this number can be used to determine the frequency – more on that later), neighboring cell sites standing by to take over if we stray too far, and power output levels.

With all of that information at our fingertips, we (my son and I) hightailed it north looking for signal.  Rejecting all unwanted signals, we were able to find, and hold,  3G coverage at only 9.5 miles from the house.  At that fringe area of reception we placed the Compass 885 into service and were surprised to find out that the service is actually HSPA, not plain-jane 3G.

HSPA is an enhancement over the original 3G standard, and it is the combination of two separate improvements that were made to address upstream (HSUPA) and downstream performance (HSDPA) limits.   That must be why I recorded speeds of up to 2.2 MB today from a SpeakEasy test at!

The best speeds were actually obtained at the extreme fringe of coverage while the Blackjack was reporting an RSSI of only -102.  The signal is displayed in dBm; lower-powered applications (such as wireless networks) function with signal levels in the negatives.  The closer the reading is to a zero, the better the signal quality. 

The EDGE service I use at home (with no antenna) fluctuates around -74 to 78 dBm, which is a very usable signal.  -102 dBm is basically right at the cusp of “have it” and “don’t have it”.  At -108 the Blackjack was still able to see the signal (on the drive back home) but I would have likely been unable to pass any traffic across the Compass 885.

So we learned today that quality HSPA 3G coverage is only about 9.5 miles away as the crow flies, and we were able to hold it with no special equipment.  I’m encouraged that with the right directional antenna on a high enough mast, it can be caught at my house.  Oh yeah, I said I’d mention more about how the channel number can be used to determine the frequency.

The basic rule of thumb is (thanks to Jim in Virginia over at EVDO Tips and Tweaks)  if the channel number is evenly divisible by 25, you’re getting a 1900 MHZ signal.  But with the Blackjack in field test mode I get to cheat- it lets me lock out all other frequencies, so I knew the coverage I found was on 1900 MHZ.  Now I know enough to plan my antenna setup so it’s optimized for that frequency spectrum.

To be continued (in a couple of weeks…after I get brave enough to try hoisting a 40 foot mast onto the roof)…

My wife and I own a getaway house we are renovating on a 5 acre plot of gorgeous, mother-nature decorated, out-of-the-way land.  I could seriously see myself retiring here 20 years down the road, but right now I’m on a mission.  You see, the  techie in me just can’t quite reconcile the lack of Broadband Internet access with the On-Golden-Pond beauty of the place. 

I figure I spend about 60 to 70 hours a week coming up with software solutions to all kinds of business challenges, so why should this be any different?

Enter Wireless Mobile Broadband.  Simply put, it’s using existing cellular networks to provide Internet access to all those folks on the go.  What you may not know is that the user experience is getting good enough now to seriously consider using it as a fixed location Internet solution.

Without boring you to tears, lets just say there are 3 basic levels, or tiers, of connection speed.  At this stage of the technology, there is a direct relationship between speed and civilization.  Heavily populated metro areas are more likely to have the faster tiers, while those of us out in the sticks (that would be me) have to settle for, well, what we can settle for.

Since I’m the kind of guy that hears “not yet” instead of “can’t be done” I suppose this project was inevitable.  About 45 days ago I bit the bullet and retired the ISDN line.  I had it for two years and it provided a constant-on connection that was about 3 times faster than dialup.  Enough speed to bear the Internet, but just barely.

In it’s place I have a Sierra Wireless 885 Compass (also known as a Mercury LaptopConnect on AT&T Networks).  There’s a cell tower about 3 miles due East of the house, and I have no problem keeping a very solid connection.  It never drops, and most of the time I maintain a full 5-bars of connection strength. 

The 885 is a USB solution that plugs right into any laptop.  As long as you are near an AT&T cell site, you’ll have Internet access.  The only question is, what level of speed will that tower have?  And that brings us to my new project.  My cell tower offers the EDGE service, which is the middle tier, and I see between 180 to 250 Kbps.  Granted, that’s much improved over the ISDN line, but I’m driven to find the holy grail of Wireless Broadband…3G – which can get me into the neighborhood of DSL to cable Internet speeds.

3G coverage, as the crow flies, is about 22 miles from my house in a small town outside of the nearest metro. 

So here’s what I’m going to do:  I’m going to get that signal.  Somehow, someway, I’m going to reel it in from 22 miles away.  And I’m going to document the whole experience (succeed or fail) right here.

To be continued.