ABSTRACT
This chapter reviews in depth the case of MNsure.org, Minnesota’s online healthcare exchange in support of the Affordable Care Act. The case addressed a nine-month period surrounding the initial launch of MNsure.org (October 2013 to July 2014). The website experienced several initial difficulties that resulted in public outcry and calls for technological intervention. Social media responses to the website are examined, including blog responses to news media stories, questions on MNsure’s Facebook account, and hashtag comments made to Twitter involving “#MNsure.org” and “#MNsure website.” Ultimately, social media responses in this case illustrated a coherent story of website failure and its fallout. Audience responses reinforced the idea that the website was problematic through user stories and negative impressions of it. Many user stories outlined issues, or specific website problems, and impressions, or opinions about the website. The failure of the website also fed into political narratives about MNsure and, more broadly, Obamacare. Yet analysis revealed MNsure’s efforts to foster public dialogue with website users through Facebook and to expand help options. The case also involved a review of MNsure responses through website audits and improvements made after the first enrollment period ended. Overall, social media responses illustrated sharp criticism as well as consistent cries from users of the website for help in obtaining insurance. Social media also made public interactions with audiences visible as they struggled with the website.
