Optimize Use of Social Media in a Social Media Crisis

by Sheryl S. Jackson

Proactive Planning and Simulating a Situation Prepare Social Media Managers

Healthcare organizations may not have moved as quickly to adopt social media as other industries, but of the 1,562 hospitals self-reporting social media use, 1,300 hospitals have Facebook pages, 1,005 have Twitter accounts, and 1,084 use Foursquare, according to the Social Media Health Network, a project of the Mayo Clinic Center for Social Media, Rochester, MN.

Unfortunately, not all hospitals use social media effectively, and many are not prepared to maximize use of social media in a crisis. Although hospitals are well-versed in planning for traditional crises and implementing plans quickly, most crisis communication plans were developed before the use of social media and don’t address the unique nature of the media, says Shel Holtz, principal, Holtz Communications + Technology (and contributing editor to eHST). There are two types of crises that must be addressed in a crisis communications plan, he says. “The first is a crisis for which social media is a critical part of the hospital’s overall response plan.” Although the crisis may be a natural disaster, social media can play a major role in communicating with all stakeholders.

The second type of crisis is one that erupts in social media itself, Holtz points out. An unhappy patient complaining about a bill or a family member describing the long waits in an emergency room can quickly escalate if the social media staff is not listening and responding quickly. If staff responds to a complaint quickly and gives the poster a way to reach someone by telephone or private message, not only is the hospital taking steps to resolve the issue in a less public place, but other visitors to the page see a quick response without compromising the patient’s privacy. Hospitals that are slow to respond will find lengthy postings with negative portrayals of the organization.

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