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Feb28
Should All Healthcare Companies Engage Via Social Media? Perhaps Not
Readers of this blog know that I’m a big proponent of social media communications.  I’m excited about its possibilities and believe it has the potential to improve customer service and reputations.  I also think it can help individuals and companies shape conversations about issues important to them.  Despite this, I’m going to say a few things that some may view as controversial or contradictory.   

1. Social media communications is not for every company.

2. Refusing to engage in an online dialogue is no death sentence.

Kaiser Blinks  

The recent Kaiser Permanente flap provides a good example of why this is true.  My friend Dmitriy Kruglyak invited Kaiser to speak at the upcoming Healthcare Blogging Summit taking place in Las Vegas on April 30.  Some accused him of stifling debate during his last conference.  Kaiser critic “Gadfly,” who I interviewed last year, said that he only invited industry friendly bloggers and excluded corporate critics from the event.

In response, Kruglyak decided to dedicate a panel during the conference to openness in healthcare and invited Kaiser and its critics to attend.  Ultimately, Kaiser’s VP of marketing decided to decline his invitation.  

It would have ended there, but earlier this month the East Bay Business Times picked up the story.  Marie-Anne Hogarth called the planned debate between Justen Deal (who critiqued Kaiser’s effort to implement an electronic medical records system) and Kaiser one that “many would have paid to see.”  Hogarth said: “Kaiser’s dilemma in considering the invitation presents a window into the challenges to companies by bloggers and other social media, as well as the opportunities. Even as corporations hope to reach audiences in a potentially more relevant way, they risk having less control over the message.”  

Should Kaiser Engage?

Clearly, Kaiser is having trouble deciding whether and how to talk to its critics (and friends) via social media.  That’s a problem many corporations have and there are no easy solutions to this dilemma.  

Kruglyak said that Kaiser’s refusal to engage means that it has “flunked the early test of communicating through . . . new media.”  He continues:

“People will talk about your organization online whether you like it or not.  Google will happily serve up their opinions, often as the very first thing searchers find.  If you are not engaging your critics in a dialog, your motives are immediately called into question and rightly so.  The only way you can win is by showing a human face . . . inviting input and following through.”  

Social Media Communications Is Not For Everyone  

I certainly agree with many of Kruglyak’s points.  His opinion is consistent with research on the impact of social media on health-focused online search.  In addition, in a crisis companies must be candid and actively reach out to the appropriate media to rebut critics and clear up misconceptions.  However, it is
not always necessary to do this via a blog or by engaging in face-to-face debate.

Given the many legal and corporate issues faced by Kaiser right now, it must pick its battles carefully.  In addition, when it comes to social media, every company (and individual) must figure out:

1. What’s the value of engagement?  Do the benefits outweigh the risks?

2. Are we thick skinned enough to stomach negative commentary?

3. Do we have the flexibility to respond quickly?

There are many more issues companies must consider before engaging in social media communications.  However, if they can’t answer these questions, don’t understand the medium or are extremely risk adverse, they shouldn’t join the online conversation. 

Overall, I think it is important for companies to listen to what people are saying about them online.  In addition, before they engage, they should think carefully about what they will gain (and lose) by doing so. 

I don’t think that Kaiser is ignoring its critics by refusing to debate them during the summit or start a blog.  Deciding not to engage is okay.  I’d rather see fewer companies using social media communications successfully than have everyone jump on the bandwagon and be discouraged, disillusioned and disappointed. 

Companies should not ignore social media or online conversations. They should figure out ways to respond to valid criticisms of their business practices and activities.  However, doing so via social media is not always the best option. 

What do you think?  Your comments are welcome.


2 Comments/Trackbacks




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