Improper use of social media tools could negatively impact the organization; resulting in loss of business, reputation, and trust by its consumer. Here we list some major potential problems and risks associated with social media usage. Due to page limit, this is not an exhausted list.
One potential problem is that social media allow easier, faster, and wider spread of negative comments and necessitate a quicker reaction by the person or practice who may be targeted. In the past, an unhappy patient could do little harm because traditional communication channel (such as face-to-face conversation) had limited reach and longevity. But on the Internet, a posting has unlimited market penetration and lasts longer. Thus, the potential harm is greater, and responses from physicians and practices must, by necessity, be faster.
Communications between health care providers and their patients are restricted by law, which limits hospitals and physicians from answering questions on a specific patient’s health information across a social network. So the online information might be incomplete if patients don’t visit the doctors by themselves. What’s more, users might misinterpret professional comments online and act upon them wrongly, which could be potentially harmful. On the other hand, if the physicians reveal too much detail about cases online, especially without the patient’s consent, the patient might feel his/her privacy is violated and bring the hospital to court.
The social network venue is rife with misinformation, which might lend itself to consumer trust issues if key health care industry groups are thought to be “manipulating” the free flow of information. Deloitte’s 2010 Survey of Health Care Consumers suggests that health insurance plans and manufacturers are the least-trusted sources of health information, with approximately one-third of respondents indicating that they distrust information from these organizations
Operating a social networking site requires time and effort to maintain user engagement and subsequent return. That is one of the reasons that organizations are unwilling to invest. Organizations need additional budget and manpower to set up and maintain it, which might be deemed as unnecessary expenditure.
Health care organizations must set clear policies regarding the use of social media and must educate its physicians and staff about their expectations regarding what is appropriate and what is inappropriate.