CSC to providers: Start using social media today

Healthcare organizations need both a social media policy and a social media strategy, according to a report from Computer Sciences Corporation (CSC) who added that organizations cannot afford to take a “wait-and-see” approach while social media overhauls information communications.

The report, titled “Should Healthcare Organizations Use Social Media?” recommended that organizations should not underestimate social media’s ability to work for or against the organization.

While social media is an important part of the future and offers an opportunity for organizations to respond proactively and productively, there are also risks involved, according to the Falls Church, Va.-based CSC. “Organizations that use social media risk losing control of their message and risk exposing themselves to privacy, security and ethics breaches.”

Therefore, CSC stated that healthcare organizations must ask two main questions:

• What am I going to do about social media?
• What am I going to do with social media?

Regarding the first question, it is critical that all organizations develop a social media policy, CSC stated. “Even if you do not currently have an active social media presence, your employees and your customers are actively using social media now,” the report noted, citing a 2011 Nielson and NM Incite statistic that the most popular internet destinations, social networks and blogs, account for 23 percent of total internet time percentage. “Therefore, you need both a 'protective' social media policy and an outreach program to educate your employees about appropriate social media use."

Regarding the second question, CSC stated it believes that healthcare organizations should be developing a social media strategy now. “Social media is here to stay and the sooner organizations develop an active presence, the less distance they will have to make up later,” the report authors wrote.

Healthcare organizations are using it as an important tool to connect consumers and providers, the report concluded. “Early adopters show through numerous examples that social media can be used to influence customers and accomplish strategic business goals.” CSC ended the report making recommendations for organizations on social media, including:

• All organizations should have a social media policy in place: Healthcare organizations need to protect their company and patients against security, privacy or ethics breaches. Providing employees with training is necessary to ensure that staff fully comprehends the policy and the social media landscape.
• They should also use social media to go where the customers are. "Listen to what others are saying about your organization, your products and your brands. Monitor the social media activities of others in your market, and use social media to listen to what others are saying about your competition," CSC noted.
• Organizations do not have to develop a full-blown social media strategy now, but will eventually need one. Start now but start small and monitor outcomes. Ask what the organization should be doing now to anticipate a more widespread use of social media to help accomplish key healthcare goals. Then expand social media activities into new areas of value.
• Recruit social media managers internally. "Distribute responsibilities among staff who know your organization, are internet-savvy and are excited about using social media to benefit your organization. Keep social media content accurate and current," the organization stated.