8 Steps for Managing Social Media During a Crisis
Whether you represent a skilled nursing facility, continuing care retirement community, or other healthcare organization, when a crisis strikes, it’s important to be prepared to deliver clear and compassionate communication on social media. This reassures families that their loved ones are in good hands, even when they cannot be in person.
The following eight-point guide is designed to help effectively communicate information during a crisis.
Review Scheduled Content. It's crucial to demonstrate your concern and empathy for the situation. First, consult with your company’s internal advisors (e.g., legal, compliance, HR). Then review, pause, or modify any pre-scheduled content that may not be appropriate considering the severity and urgency of the crisis. Being insensitive can lead to criticism and undermine people's trust in your organization. This is not the time to focus on sales or promoting your business. Instead, it's an opportunity to show your support and stand united with the community by being compassionate and available.
Listen Actively. Monitor the localized crisis hashtags and city social platforms. Check direct messages frequently and stay engaged in online conversations. Address concerns and provide assurance by affirming that your facility is prepared, aware, and on top of the situation.
Give Timely Updates. Share real-time updates of your facility's status, including photos, when appropriate, of residents, services offered during a crisis, staff assignments, available spaces, and safety measures you have in place. Be positive, timely, and transparent to build trust and lower anxiety levels for families and others in contact with your facility.
Describe Availability. If your facility can offer help to the greater community, social media platforms are a direct line to inform the public. Be clear about your ability to accept new patients/residents, space availability, and the need for volunteers or donations.
Leverage Reputable Sources. The purpose of your content is to provide assurance and education. Only share information related to the crisis from credible and authoritative sources. To answer any questions or give information about the condition of your facility or residents, take all conversations off your public page and into messaging. It is essential to respect HIPAA regulations at all times.
Coordinate Messaging. Consistent communication and a united front enhance trust. Coordinate with your team to avoid confusion that could harm operations. Educate staff on the importance of a consistent message for digital and in-person communications.
Maintain Privacy. With HIPAA regulations in mind, be cautious about sharing any identifying details that could infringe on the privacy of patients, residents, or their families. Review your compliance practices and Social Media Policy to help guide you on what information is appropriate to share on social media.
Set up Google Alerts. Google Alerts are helpful tools to aid in the monitoring of what is being said about your organization online. Set up a Google Alert for key crisis words, including the name of your facility. Promptly respond to false information to help maintain your credibility and safeguard public trust.
As a healthcare organization, it’s important to be prepared to successfully communicate during a crisis. Using social media appropriately can help to assure the local community and strengthen your reputation.
Partnering with experts who understand the industry can make a significant difference in creating effective healthcare communication strategies. At Healthcraft Creative Solutions, we specialize in helping healthcare businesses navigate the complexities of their online presence to reach customers and achieve business goals. Contact us to learn more.