"Widespread market awareness of monitoring tools is a long way off," survey researchers write. "And even the best of tools have difficulty capturing private conversations using these sites…No matter what model policy a workshop designed, procedures for enforcing the policy were difficult to identify."
This is scary. Healthcare marketers need to develop a social media policy that works for them. Hopefully the two stories of Emory Healthcare and Westerly Hospital have provided a few lessons learned.
My advice? Looks like staff education plays a huge role in the effective use of social media. Are they prepared to address emergency situations via Twitter? Do they know what information violates HIPAA?
It's about time for some heavier regulation on social media use. One fact is certain: Creating a strong social media policy and sticking to it is easier said than done.
For a checklist regarding social media policies for your organization, click here.