Case Study: How "Community Management" Should Be Done
I know the airlines are not usually the example of how to do customer service - their credo seems to be "We aren't happy until you are not happy!" Most consumers think they share that attitude with healthcare providers.
Right now there are people in your waiting rooms and throughout your facilities tweeting and posting about your institution, doctors, nurses, other patients, and more. Your reputation is getting trashed online and you are not paying attention.
The link at the bottom of this article is from the Wall Street Journal describing how some airlines are handling the proliferation of digital public comments and complaints.
Here is an excerpt about Delta Airlines:
"Beside the wall-mounted monitors showing Delta mentions on Twitter and other sites are screens showing how Delta's flights are operating. When bad weather creates delays and missed connections, the tweets fly, and the Delta agents can respond with specific information about the causes of delays. Some customers tweet from 35,000 feet using on-board Wi-Fi, and the social-media customer service agents can make sure they have been rebooked before they land."
This is a great example of Community Management. A Community Manager is someone that proactively and reactively manages your reputation online. Your organization doesn't have the number of active tweets and mentions on social networking pages that an major airline does, still your online reputation needs to be monitored.
Surprisingly, some of the most damaging stuff happens from young-and-dumb employees that dis doctors, coworkers and/or patients online. A Community Manager can manage negative online comments in two ways: respond to them directly and/or tamp down negative information by burying it in positive information.
What are your next moves?
1. Develop a community manager position: this person's job is to proactively and reactively manage your public reputation and patient experience
2. Engage a listening platform, an internet monitoring system, to know in real time what people are actually saying
Not ready to hire someone yet. Don't worry, you soon will be. In the meantime you can easily outsource a lot of this.
Wall Street Journal article
Sign up for one of our free webinars [http://www.turnupyourvolume.com/healthcare-social-webinar-sign-up/] and learn more about the impact a social media program can have for your marketing department.
Right now there are people in your waiting rooms and throughout your facilities tweeting and posting about your institution, doctors, nurses, other patients, and more. Your reputation is getting trashed online and you are not paying attention.
The link at the bottom of this article is from the Wall Street Journal describing how some airlines are handling the proliferation of digital public comments and complaints.
Here is an excerpt about Delta Airlines:
"Beside the wall-mounted monitors showing Delta mentions on Twitter and other sites are screens showing how Delta's flights are operating. When bad weather creates delays and missed connections, the tweets fly, and the Delta agents can respond with specific information about the causes of delays. Some customers tweet from 35,000 feet using on-board Wi-Fi, and the social-media customer service agents can make sure they have been rebooked before they land."
This is a great example of Community Management. A Community Manager is someone that proactively and reactively manages your reputation online. Your organization doesn't have the number of active tweets and mentions on social networking pages that an major airline does, still your online reputation needs to be monitored.
Surprisingly, some of the most damaging stuff happens from young-and-dumb employees that dis doctors, coworkers and/or patients online. A Community Manager can manage negative online comments in two ways: respond to them directly and/or tamp down negative information by burying it in positive information.
What are your next moves?
1. Develop a community manager position: this person's job is to proactively and reactively manage your public reputation and patient experience
2. Engage a listening platform, an internet monitoring system, to know in real time what people are actually saying
Not ready to hire someone yet. Don't worry, you soon will be. In the meantime you can easily outsource a lot of this.
Wall Street Journal article
Sign up for one of our free webinars [http://www.turnupyourvolume.com/healthcare-social-webinar-sign-up/] and learn more about the impact a social media program can have for your marketing department.