ECRI to hospitals: If youre not Tweeting, youre bleeding (opportunities)
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The implication: Adopters need to be aware of the risks they face while abstainers should consider the benefits they’re missing out on.
ECRI, the care-improvement nonprofit based in Plymouth Meeting, Pa., said in a news release that it has been closely following hospitals’ increasing use of social media over the past five years. The research identified 1,068 Facebook pages and 814 Twitter accounts tied to hospitals.
The organization said that, in using social media to meet consumer demand, hospitals must create and enforce social media plans that define how engaged the organization will be, who its audience will be and who will be responsible for managing social media outlets. They should also establish policies and procedures for managing risks related to privacy, reputation management and employment issues.
“I won’t tell you that you have to join Facebook or set up a Twitter account, but your patients and staff are using these tools,” said Paul Anderson, ECRI’s director in charge of risk management publications. “Healthcare managers would be shortsighted not to consider both the risks and benefits that social media presents. Yes, there are privacy and reputation risks, but social media can present tremendous opportunities for hospitals to communicate with their communities, patients and staff.”
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Dave P. has worked in journalism, marketing and public relations for more than 30 years, frequently concentrating on hospitals, healthcare technology and Catholic communications. He has also specialized in fundraising communications, ghostwriting for CEOs of local, national and global charities, nonprofits and foundations.