3. Keep the message positive
Many healthcare organizations are hesitant to use YouTube—or any social media, for that matter—out of fear that anonymous Internet users may write unfavorable comments on their posts and videos. This is a legitimate worry, but hospital marketers cannot afford to ignore social media and expect to cultivate a new generation of brand advocates.
There are some steps marketers can take to stave off negative comments without disabling comments altogether. Something as simple as keeping your video content positive will encourage viewers to respond in the same vein. LMC, with its 27,000 views, has never received a negative comment, Shelley says.
Sure, the odd disgruntled patient or relative may leave a nasty comment on even your most touching, uplifting video. But if you manage site comments daily—and you should—you can delete the comment and hope few people saw it before you got to it. Or you can take a direct approach by addressing the comment head-on by publicly replying and asking that the commenter send you a direct email so that you can investigate and rectify the situation.