Lee Aase, director of the center for social media at Mayo Clinic, asked attendees at a Feb. 21 HIMSS session how many of their organizations restricted employee access to Facebook and Twitter. A sizeable chunk of the audience raised its hand, which prompted Aase to pull out an iPhone and show a Twitter icon. “You simply can’t stop social media, and the conversation about your organization is happening whether you like it or not. You have all the risks, why not get the benefits?”
Aase notes that air was the first social medium, and not utilizing emerging social media such as Facebook and Twitter is like trying to control verbal comunication. Mayo’s research shows that patients’ preference for Mayo is created most frequently by word of mouth, followed by stories in the media and physician recommendations.
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