April 4, 2020
Social media for providers: Run away or dive in?
Patients are hungry for as much accurate and useful information about the COVID-19 pandemic as they can get their hands on.
Providers, in turn, are poised to use their position of authority and trust to offer that information –and to do so in digestible doses. Social media is a practical and timely way to serve as this source of truth, but the execution must be handled with great care.
Here are two tips and examples for providers to deftly handle social media at this moment:
- The power of live video cannot be understated right now. Live streaming via Facebook, YouTube and other channels are ways to provide real-time updates and engage in a two-way dialogue with your audience.
Who’s doing this well? Boston Medical Center has been posting daily videos featuring a variety of SMEs who speak to a breadth of topics related to COVID-19. Leveraging this roster of experts has allowed them to build a library of shareable resources.
- While consumer brands are encouraged to limit organic posts and ads on social media during this time, providers should do the opposite. Leverage the opportunity to give thanks and acknowledge staff as they deliver critical care. Battle misinformation with facts. Offer health-related tips. Patients and team members are following providers’ updates on social now more than ever.
Who’s doing this well? Michigan Medicine is employing a multi-pronged approach on their Facebook page by sharing a frequent cadence of both informational content and stories about their team members, patients and community initiatives.