Martha Livanec shared a good article about how Scripps Health manages social media. I’ve shared the link to the full article below, but included some of the main points in this post. Like we would propose to do at UTMB Health, it sounds like Scripps has opted to focus their efforts on a few channels, in their case mostly Twitter, Facebook and Yelp. Here are some main points from the article, which was written by Ginger Anderson:
- Make sure you’re listening. Set up Google alerts, emails and/or texts to let you know whenever your organization is mentioned online or when a new review is posted.
- Be timely. Just like your hospital operates 24 hours, so does social media. Responding quickly shows patients you care and are serious about helping them. This doesn’t just apply to the person reaching out in the social spaces, but whoever is committed to resolving patient complaints.
- Lower your defenses. A simple “I am so sorry” and “we want to help” can go a long way. A defensive response usually will backfire–not to mention the patient will probably include a defensive reaction in the story he’s passing on to friends.
- Take action. Listening and responding are worthless unless you’re doing something with that information.
- Share the bad and the good. Motivate employees by sharing positive shout-outs from Twitter and Facebook and great Yelp reviews. Consider including them in internal newsletters in a “social corner.”