Hospital executives weigh risks and benefits of social media

Source: ePharm5

 

As an increasing number of Internet users are communicating via social media sites such as Facebook, Twitter, and YouTube, hospital executives have begun weighing the risks and rewards of leveraging such tools, according to a HealthLeaders magazine article. On one hand, hospitals are concerned that social media outlets will provide them with minimal control over public comments. Open forums and relative anonymity might prompt people to make negative comments.

 

Other hospital executives say online conversations about their organizations will occur regardless of whether the facilities participate, so it's better to get their voice out there. For example, the University of Maryland Medical Center uses social media to build brand recognition, practice service recovery, and share and respond to positive feedback. "The bigger risk is not being engaged, not knowing what's going on, putting your head in the sand," says Chris Lindsley, Web site editor at the University of Maryland Medical Center.